[00:01] media, I'm going to explain exactly how to do it. Because the truth is, if you grow, you're probably just approaching the content game with a suboptimal strategy. Now, here's the secret. The most common mistake business owners make
[00:14] is that they're spread too thin. You're on so many platforms, so many shiny objects, you try to be everywhere, but nothing ends up working. And the reason is because you're doing too many things too poorly. All you really need to build
[00:26] a massive business is a single content engine on one social platform. That's break down the full process for how to actually figure out what content strategy you should be running for your business. And this ensures you're making
[00:40] the right content on the right platform so the right viewers become the right I have a million followers. I've done a billion views. And content is all I do all day long. Okay. Hey, now before I break down the content strategy process,
[00:53] let me just remind you of the goal. As a business owner, all we need to do is build a single content engine. Think of a content engine like a magic box. We put a fixed amount of time making content in one side and then as it runs,
[01:05] we get an exponentially increasing number of customers out the other. It's make one of these, we win big. So, if you're a business owner, the million-doll question is this. How can I build a content engine without wasting a
[01:18] ton of time, money, and effort? And here's the answer. The most important step in building a sustainable content engine is figuring out where to play. the time to pick the right content platform and the right content type that
[01:32] will work best for your business. Cuz that's the funny thing. Picking where to play is actually way more important than figuring out how to play. A weak fisherman in a pond full of fish is going to eat better than an expert
[01:44] walk through a four-step filtering process to help you figure out which content platform and content type you should be making for your business. All going to do is understand our options. Remember, ultimately, we're going to end
[01:57] up picking a single content platform and a single content type. Okay. So, for social platforms, you have these 10 options. Instagram, Tik Tok, YouTube, Facebook, Snapchat, LinkedIn, X, Threads, Substack, and Spotify. And for
[02:13] content types, you have these eight options. Short text, long text, short form video, medium form video like on YouTube, long- form video podcast, audio only podcast, static images, and then ephemeral or expiring stories. Now,
[02:28] let's link all of those platforms and all those content types together to have to choose from. And I'm not going to read every single one out loud, but here. On Instagram, you could do static images, ephemeral Instagram stories, or
[02:42] short form videos. On Tik Tok, you could do ephemeral stories or short form Essentially, there are 31 different build a content engine. And remember, we're going to get down to a single
[02:55] all the way through how to think about the logic for picking which one works best for your business. Okay, now let's start ruling some of them out that don't things first. for your hero content engine. If you could only pick one, you
[03:08] definitely want a platform and content type combo that has an algorithm that will push your content to new viewers. This is critical for tapping into the exponentially increasing customers and part of what makes organic content so
[03:21] valuable. As you may have experienced, content is a really hard game if you're limited to only getting eyeballs of people that already follow you. This is content on hard mode. The invention of for you algorithms created a way for you
[03:33] to be able to get strangers to see your content without having them follow you first. So, we want to make sure we're taking advantage of that feature as best we can. When we're selecting our hero platform and type combination, we need
[03:45] to make sure there is a discovery feed where new people can see our stuff and there's an algorithm pushing our stuff to that discovery feed. For that reason, we're going to cross off static images, ephemeral stories, and audio only
[03:57] podcasts off the list. All three of those content types can work to deepen but they're really not good for getting new viewers into the pipeline. The algorithms just don't work that way for those types of content. Okay, so after
[04:10] three content types off the list, this is what we're left with. Next, we're going to rule out Substack as an option for your primary content channel. And if newsletter platform. As you'll see later, having an email list and a
[04:23] newsletter is a vital back-end component that you want to pair with one of your as the primary because it doesn't have enough discoverability. So, we're crossing it off. We're also going to cross off Spotify long- form video
[04:37] discoverability from scratch for this to be your main content platform. Okay, so now after crossing all that off, we're left with these options. On Instagram, you could do short form videos. On Tik Tok, you could do short form videos. On
[04:51] YouTube, you could do short form videos, medium form videos like this one, or long form video podcasts. On Facebook, you could do short text posts, long text post, short form videos, or medium form videos. On Snapchat, you could do short
[05:03] form videos. On LinkedIn, you could do short form text, long form text, short form videos, or medium form videos. On X, you could do short form text, long form text, short form videos, medium form videos, or long form video
[05:16] short form text, long form text, and short form video. We've got eight platforms and five content types left. 22 combinations total. One of these playing for your business and build your
[05:30] this point in the video, most people watching are probably thinking the same thing. Bro, can you just tell me which combination of platform and content type effort that'll give me the most results for my business? Everybody's probably
[05:44] opinion in a second. But the truth is your content strategy should vary based attracting for your business. Any person advising you on a content strategy that is one sizefits-all. No matter who you are, they should be fired immediately.
[05:59] combinations we have left could be a viable strategy for a certain type of through the foolproof process from here for how you whittle down that list of 22 to the exact right one for you. And before we do that, I just want to say if
[06:13] trying to improve your content, you like these types of videos. I built a free community called Wavy World with 25,000 other entrepreneurs. They're all working There's free trainings, tutorials, guides, everything you need is in there.
[06:28] description if you want to join. Okay, now we're moving to step two. The first step was really just laying out all of the options, seeing the field, and then we're left with 22 combos. Where do we go from here? Step two is to understand
[06:42] what I call the hero conversion type for each platform. And what this means is that each platform has a certain content type that works better than all the others. It grows faster, it pushes it harder, and generally it's the best fit
[06:55] platform. The platform will push all the other types, but the conversion will be nowhere near as good as the hero conversion type. Think of this like unlock the most growth for the least effort on each platform. Okay, here's
[07:09] what the hero conversion type looks like for each platform. On Instagram, the videos with reals. That's what it's pushing the most right now. On Tik Tok, the hero conversion type is also short form videos with Tik Toks. On YouTube,
[07:22] the hero conversion type is medium form videos, 10 to 30 minute videos like this one. On Facebook, it's short form videos with Facebook reels. On Snapchat, it's short form videos with Snapchat Spotlight. On LinkedIn, it's either
[07:35] short form text or short form videos with the newly launched LinkedIn Shorts product. On X and Threads, it's short form text. So, these hero conversion types are the ones that you want to go with if you're making content for that
[07:47] respective platform. They will just push it more and you'll get more bang for buck. This is how people consume mostly on those platforms. It's not to say you can't win with the other content types on those platforms, but it's way easier
[08:00] to win if you pick the hero conversion type. And I feel like nobody explains take. So, let me just quickly explain why for certain platforms, these are the want to make. For Instagram, Tik Tok, and Snapchat, it's easy. On our list,
[08:15] for those platforms. No debate there. For YouTube, there are some options. We medium form, and long form video podcasts. Now, shorts are pushed really heavily, but they're going to convert poorly. Hero conversion type. If you
[08:30] shorts is not it. And that's because the quality of the view on a YouTube short buying state when they're watching them. They can make your subscribers look way bigger way faster, but the conversion will not be there. No legitimate
[08:44] business other than media channels are building only using YouTube shorts. For long- form video podcasts on YouTube, these can be insane for conversion, but channels that are launching long- form video podcasts are going to grow 5 to 10
[08:57] times slower than ones that are dedicating to medium- form videos. And that's because psychologically for a new viewer, 60 minutes on a small channel People just don't click. I really like the long form video podcast angle for a
[09:10] business, but not as the main single content channel to build the first YouTube is their bread and butter, which is medium form videos like this one. These are 10 to 30 minute highvalue intentionally packaged videos made for
[09:24] YouTube. Now for Facebook, short form video is absolutely crushing right now. Instagram reels and went all in on Facebook reels. On Facebook, text post harder to grow. You don't get that algorithm push in the same way as you do
[09:38] for reels. If I want discovery on Facebook, I'm going short form video. Now for LinkedIn, this one is a little bit tougher. LinkedIn just launched their new short form video capability a few months ago and it's absolutely
[09:50] crushing. This is probably the single biggest untapped content opportunity in because short form video on LinkedIn is so new and the LinkedIn core user around text has been around for so long, text posts still perform really well on
[10:05] it's much easier to grow on LinkedIn with short form video. But I don't want to rule out the value of short form text. And for X and threads, the predominant content type on those platforms is short form text, maybe with
[10:17] the text. Standalone video posts, especially short form, just don't perform that well on threads or X. And that's because the traditional meta on people want to consume. That's what they've been consuming. And so that's
[10:30] what works still best on those platforms. Okay. So at this point in the process, step two was all about getting comfortable and aware with what the hero Each one of those that we just talked about, the hero conversion type, has max
[10:45] discoverability and an algorithm that will push your stuff to brand new nonfollower viewers so you can grow faster. Okay. Now, step three is where we actually start picking which combination is best for our business.
[10:57] This is the platform audience fit stage. And again, the reason I'm spending so much time giving you the rationale for why you filter the way you filter is And as a business owner, it's helpful to know the logic behind the decision. So
[11:10] step three is where we filter. It's the audience filter stage. The most be obvious, is that you have to pick a platform where your buyer actually spends time. Ideally, you pick the platform where the highest density of
[11:23] your buyers spend the most time. If you were to draw pie charts on every social platform with every slice representing a different audience cohort, which pie has the biggest, fattest slice for your business avatar? That's where you want
[11:35] sell enterprise sales software, most of your buyers, CRO's are going to be on chocolate bars to teens, most of your buyers are going to be on Tik Tok, platform where your buyers don't spend time is the fastest way to build in the
[11:51] you can figure out where your buyers spend time. The first way is picking the platform where you, as the business owner, have gotten the majority of your asking your existing customers where
[12:04] where they might want to see you make content as a brand in the future. And the third is by researching thirdparty data, all the different platforms and your audience avatar spends time watching in the comments, the shares,
[12:18] and watching who pops as different creators. During this step three absolute dominant platform for where your customers are, you should just go all in on playing there. But if your buyer is a large TAM and maybe spends
[12:31] even time across multiple platforms, I'm going to go through how you decide what everybody always asks, here's a rough breakdown on which types of businesses are likely to find the most amount of customers on each platform. If you're
[12:44] selling high ticket B2B services or enterprise SAS, LinkedIn is going to be your hero platform. There are 65 million decision makers on LinkedIn, 10 million sea level executives, 84% of marketers say LinkedIn is where they spend the
[12:57] most time. If you're selling developer first tools, anything crypto or anything for startups that would appeal to tech, Twitter, X is going to be your hero live on YouTube, but X is going to be the best place for you. If you're
[13:09] selling expertise driven coaching, info products, agency services, and most best platform. Enterprise software is And then most of the remaining software is going to be split between X and
[13:22] kind of fits across many. If you have a visual dominant brand in fashion, beauty, home decor, lifestyle, Instagram is going to be your hero platform. If you have mass appeal consumer goods, impulse buys, or consumer sass that
[13:35] Tik Tok is probably going to be your best platform. If you sell local brick-and-mortar services, restaurants, gyms, HVAC, Facebook is going to be your entertainment, or any augmented reality type campaigns, Snapchat's going to be
[13:49] your best platform. Now, of course, most businesses have one or two that they through how to break the tie in a second. But if there's one that's a clear and dominant winner for you, you don't need to filter any further, just
[14:01] conversion type. Now, we have one more step in the process for how to break the But just a recap on where we've been so far. On step one, we defined all the possible social media platforms and content types just so we could have a
[14:15] directory of options. We then ruled out the ones that don't have an algorithm basically playing social media on hard mode. In step two, we narrowed down the hero conversion content type for each of the remaining platforms so that we knew
[14:29] if we were to play on this platform, which we'd get the most push and easiest walked through the audience filter. Obviously, where your customers are is where you want to play, but we broke down for each platform who the dominant
[14:42] point, if you still haven't decided where to play and where to build that content engine, it's because you're still unsure for exactly where your audience plays. split between a couple that you've talked to people on both.
[14:54] four, is the tiebreaker step. And more importantly, we're going to go through a bunch of comparisons, different scales that help map the value and effectiveness of the platform content type combinations. As a reminder, these
[15:06] are the nine combinations that are the finalist that we are considering. You've got Instagram short form videos, Tik Tok short form videos, YouTube medium form videos, Facebook short form videos, Snapchat short form videos, LinkedIn
[15:19] either short form text or short form videos, and threads and X short form text. Anytime I try to build a strategy, I like to compare apples to apples is I've taken those nine different combinations and I've plotted them
[15:32] across five different scales to give you a sense for what the weakest and categories. Now, as you look at these, the left side is the weaker side. That's not what we want. The right side is the stronger side. That is what we want. So,
[15:45] the first scale is level of effort. On one side, it's high level of effort. content. On the good side, it's low level of effort. You could make these fast. So, we're going to plot all nine of those across this scale so you can
[15:58] effort it would take to make. The second scale is AI disruption potential, ranked from low to high. Based on this content type, how soon is AI going to be able to match and/or beat your content and flood
[16:11] the market? The third scale is customer LTV from low to high. How much money in LTV is a customer on each platform likely to spend? Where are the high-value customers spending time? The fourth scale is conversion potential
[16:24] from low to high. How easy or difficult is it to get a person to convert on a free lead magnet or booking a call or having your product sold based on one piece of content? And lastly, content half-life from short to long. How long
[16:37] can a piece of content live without getting weighed down by the zeitgeist and fading to oblivion. Again, all the left sides of the scales are the bad are the good sides. We want our content, platform, and type to be as far right as
[16:51] when it comes to level of effort, YouTube videos obviously take the most amount of time to make each rep. Short form text on X, LinkedIn, or threads are the quickest to make. When it comes to AI disruption, you can see YouTube will
[17:05] text will be the first to be disrupted. On customer LTV and conversion have the highest value customers. Snapchat have the lowest. And lastly, on content half-life, YouTube lasts the longest. You could have a YouTube video
[17:19] Snapchat, those things are gone in a couple of days. Now, if you were to score each combination with points based on where it fits across all five scales to get a total aggregate score, this is what the leaderboard would look like.
[17:32] Now, I'll admit these rankings probably underweight level of effort and conversionability, but you can start to see the broad strokes of where the dollars actually live on certain platforms. Given these rankings, I'd
[17:45] probably rule out Snapchat and threads from the list as well. I just wouldn't perfectly made for those. So, here you're really left with seven options. probably interested in my recommendation. Personally, I think
[17:58] video content is the last frontier. I think it's the hardest to replicate. I beat. I think it's the richest form of media and it's the easiest to acrue your personal brand. Either short form video or medium form video depending on which
[18:11] customers are. This is why I have gone all in on video for my companies. Everything I do is video. I made this channel to help people with video. I Okay. Okay, so at this point, you've gone through the full four-step filter
[18:24] process to pick the best content platform and content type to build your content engine. Again, you don't need to build everywhere at first. If you're working, pick one and go allin. I'm going to tell you exactly how to do that
[18:38] in a second. As a recap, we listed all possible options. We narrowed them down based on which ones have an algorithm push. We filtered by our unique audience then we broke the tie based on a series of scales and factors for where the most
[18:52] opportunity lives. Now, once we've picked, the real work begins from here. No matter which platform combination you chose, here's the seven-step process to build the content engine. Step one is to figure out what content formats on that
[19:06] platform in that type are already working for your specific customers. The creator list of people that are already winning and study them and then reverse engineer. Step two is to reverse those patterns and formats that are working
[19:19] make winners, so you got to find the winners. Step three is to execute the quality, quantity, quality accordion. And this helps you figure out how much making. When you're starting out, first focus on getting your quality up to a 7
[19:33] out of 10. However many reps, however often it takes, get your quality to a 7 out of 10. Once you're there, do not go to an 8, 9, or 10. Stay at a 7 out of 10 and focus on getting your quantity to the optimal platform quantity. For short
[19:46] form videos, it's 5 to seven videos per week, which is one per day. For medium form videos on YouTube, it's one video per week. For short form text, it's five short form text posts per day, 25 to 35 per week. That is the optimal content
[19:58] quantity for each platform. 7 out of 10. Get the quantity. Once you have that quantity locked in, go back to quality and boost from 7 to 9. If you can get a 9 out of 10 quality at the optimal content quantity, you will be elite in
[20:12] your category. So that's how you have to build the volume system. Step four, post consistently for 6 months at that 9 out of 10 quality and the optimal content quantity. Step five, respond to all comments to increase your surface area
[20:26] for fandom. Get those people to the DM as they come in. Step six, ramp all interested parties via automation, whether it's Many Chat, Phantom Buster, or Twitter automation into a lead magnet so you can capture their email. This is
[20:38] where Substack becomes valuable, having that as a back-end piece to whichever main primary channel you picked. And then step seven is to use email to sell. This is a whole another video, but email is really where all the sales should
[20:50] live. This is the game. If you do this, you will have a content engine that is here's the deal. This whole content strategy really boils down to this. You short form video, or medium form video on YouTube. These are the strategy
[21:04] optimal content type paths to pick and you only need one. Just pick one. You will of course add on other content platforms and types as you get cooking, but don't get distracted by all of that. Get one working first and then scale it.
[21:17] short form text playbook either on LinkedIn, X or Threads, I'm not your YouTube that are great for that. go look for those. But if you want to run the short form video or medium form video on YouTube playbooks, I don't think there's
[21:31] any better channel or person in the world to help you go from zero to video playbooks, the systems, the options, the formulas, you want the whole package either for Instagram, Facebook, Tik Tok or LinkedIn, I have
[21:44] all that at short form.academy. And if you want the full YouTube playbook, I'm talking YouTube shorts. I'm talking medium form talking head YouTube like this. If you want that playbook, I'm putting together the best program ever
[21:56] created for YouTube. I've got a wait list below. I'm only launching it once price. So, if you want that or you think you might want it, make sure to join the all I've got for this video. As a recap, we broke down the full process for how
[22:09] to go through picking which social platform is best for you to build your always, the whole reason I made this channel is to help business owners get better at content. So, if that's you and you're trying to level up, make sure to
[22:21] and you want to be in a community with lots of other entrepreneurs, 25,000 have a free invite link below. There's no reason you shouldn't be in there. And as always, we'll see you guys on the next video. Peace.