Decouple Content Production from Content Distribution

Here is a dirty little secret.

It takes ten times longer to upload, edit, coordinate, QA, post, and cross-post than to make the content itself.

I recorded a 5-minute video yesterday on TikTok ads that will be turned into an article and set of social media posts. Edit and distribute them into many channels (blog, book, podcast, Facebook, LinkedIn, email, TikTok, etc.)

But it will take over an hour, even with Descript, Jasper, and other AI tools, to get it processed.

I did a killer 90-minute training with John Jonas on how he built a site with 2 million virtual assistants and how to hire your own VAs to do your marketing. 

But it will take 2-3 weeks to turn around this episode, maybe longer because of follow-ups and confusion from many cooks in the kitchen.

Grant Cardone made a one-minute video for me on how to make a one-minute video. 


But it will take days to run it through the Content Factory to turn into social media posts that we boost for a Dollar a Day.

The thing preventing you from making content is the dread of how long it takes to go through this whole thing.

But what if you needed only 1/10th the time?

Me, sharing my expertise

Create Content Factory

Would you be willing to make more content like a “walk and talk” in your morning exercise routine, a 15-second tip while you’re driving (hands-free and safely, of course), or a 5-minute “how to” after a frustrating client meeting?

A galloping horde of robots is coming our way, eagerly peddling their automation and tools, proclaiming content nirvana.

It’s all a lie.

Because there is no one tool that “does it all,” even though these software companies put their logo in the center of a diagram with spokes outward to all the other tools they integrate with or replace.

And the social media agencies incessantly bang on our doors.

Hoping we’ll buy their packages, attractively dressed up like Girl Scout Cookies.

But mindlessly posting content X times per week on Y social media channels is dumping more turds into the punchbowl.

No amount of fake followers or bogus influencer campaigns will drive sales. And you know it.

They’re robots, too, just more expensive.

The solution, which is not available for $1,997 or a “secret” mastermind, is to build your Content Factory to process the content you and your customers create.

Check out the Content Factory, a process more than a focus on any particular tool.

It will change how you think about marketing.

I think you’ll find that it’s more about the process to extract what’s in your head.

We are decoupling content production from content distribution.

Sshhh! The social media “experts” will get mad if you know this.

What used to cost us $500 per episode to edit by humans using expensive software over a week now costs $1 and takes 3 minutes.

Automatically trimming the “um’s” and “ah’s,” cleaning up the sound, transcribing, creating social snippets, etc.

Are you excited to finally get your Content Factory going and have the wool lifted from your eyes?

Everything I Do is Content Production

I just came to a weird realization.

Everything I do is content production.

Attend a meeting, respond to an email, write a few lines of code, build a landing page, film a course, negotiate a contract, speak on stage, run an ad campaign, and even make this post.

It’s just content production.

Contrast that with someone that builds physical products or renders a physical service, where you have physical raw materials, equipment, and inventory.

Because I don’t render a physical product or service (except those clever face socks), I’m a VA.

A few friends have stated that I’m the world’s most prominent VA since we have hired an army of them and helped others employ many more.

But if you are a coach, consultant, speaker, author, counselor, or service provider, are you not a VA too?

Me, sharing my expertise

Why Content Production is Impactful

Most of your job is content production, even if you are technically an attorney or a doctor.

If so, the maximum leverage of your time is to produce “content” instead of processing it, posting it across many channels, or promoting it.

I want to redefine VA as the latter three stages while we, as practitioners, are in the first stage.

If you agree, perhaps we should all be staffing our Content Factories with VAs to handle those three other stages.

My life mission is to create a million jobs for international workers to serve us in this way.

I have explained “how”; it has an embedded video explaining the people, processes, and platforms to enable this for us all.

How to have a significant impact on small ad budgets?

It’s just such an intelligent way to manage risk for people that are risk-averse and hate losing money on ads.

Do a dollar-a-day strategy against your top content that has worked with organic; also have 1-minute video ads that drive eyeballs to the top content.

What do you think?

As a leader, I often lose sight of the actual business goal.

As a leader, I often lose sight of the actual business goal.

When I get pulled into the details of tasks, it’s easy to start focusing on number of hours, number of meetings, and number of messages.

Stuff that takes a $3/hour 30 hours to complete can be done faster, better, and cheaper by a $50/hour person in 20 minutes.

And someone who bills $6,000 a month will believe that time having elapsed is sufficient proof to get paid, month after month.

It’s our responsibility as leaders to make sure everyone is aligned to the business goal.

Focus on the business impact and let your loyal, competent team members figure out how to get there.

Instead of you trying to micro-manage them.

Build an army of intrapreneurs who are well-trained to help you achieve your goals.

What are you doing to scale up the value you generate?

What are you doing to scale up the value you generate?

An employee just asked me for a 50% raise.

I approved her request, but with one caveat…

That she focus on creating at least 50% more value for clients, instead of only on how she can be paid more.

Because what we earn as an employee or business owner is based more on the value we can provide than how well we negotiate.

In the short-run, you can haggle, change jobs, or raise prices.

But in the long run, when you create massive value– usually via scaled up people, process, and platform– you get massively rewarded economically.

Focus more on solving problems in the outward marketplace than inward justification of what you think you’re worth.

What are you doing to scale up the value you generate?

I charged $2,000 for a $100,000 project, yet the client was pissed.

I charged $2,000 for a $100,000 project, yet the client was pissed.

He wanted Facebook ads, but didn’t have any landing pages, videos, tracking,  or even a strategy.

It took me 3 months to build these components– but he expected leads the next day.

Moral of the story: Building something from scratch costs way more than maintaining.

I pay the maid $50 for housekeeping every week. 

Would you like to live in a 3 story, 6 bedroom house for only $50 per week?
You must get the house first.

If you’re an agency, make sure to properly charge for the building phase, which is 50X more effort than monthly maintenance.

You need to have plumbing first, to track your performance and disqualify nightmare clients.

Then ensure they have a strategy, meaning their GCT (goals, content, targeting).

If they don’t have a clear strategy, then you’ve got a risky, expensive build phase.  Set expectations and charge appropriately, or walk away.

And only then can you build your campaigns.

After these 5 stages comes “optimization”, which is the on-going maintenance and tuning. 

Clients want to skip this out of ignorance and impatience. 

Your job is to qualify and educate first– then charge appropriately.

Driving leads via Facebook is now about strategy, not about tactical tricks anymore.

Driving leads via Facebook is now about strategy, not about tactical tricks anymore.

Years ago, Facebook had a LIKE button on ads– do you remember?

Back then, fan growth was all the rage– and it was before there was a newsfeed or even mobile.

We could even drive 600 fans for a dollar– not a typo, since traffic was about 20 cents for every thousand impressions.

So we drove millions of fans for major brands, as well as some sales, though digital plumbing hasn’t evolved to where it is today.

Ten years ago, I thought paying $1 per thousand impressions was a lot of money. And now I think $6 per thousand is doing pretty well.

Curiously, even though the price of traffic is literally 5,000% higher than back then, the ROI is almost as good.

Why? Because the algorithm has gotten smarter (to optimize for us), the creatives are more effective (more video), and we have better strategies to measure and manage social.

Driving leads via Facebook is now about strategy, not about tactical tricks anymore.