My most confusing observation about content creation

In this newsletter I’m going to share a big realization I’ve had over the last month and how that realization has helped shape my “Content Repurposing System” in Airtable.

A quick back story:

In my first ever newsletter I wrote about how I’ve never mastered organic social media. All businesses I’ve built have been predominantly with ads, and one by referrals.

However, in the last 2 weeks I’ve doubled my newsletter database size with organic traffic from YouTube.

Why YouTube?

I’m going to get to that soon.

But first, in the last 8 years I’ve studied many content creators.

Here’s my most confusing observation…

The people who seem to get the most traction with content — likes, follows and audience growth.

Post VERY BASIC content.

Those growing fastest on Tiktok are using ChatGPT like it’s their lord and savior.

Half the time the content they create sounds sexy but in practice has no value for a real business making real money.

But it get’s the views and follows.

This has annoyed me my entire career. It’s so hard for my mind to think on such beginner levels when creating content.

So what should we do about it?

Well, the way I see it, there are 2 options:

Complain about it (which I’m tired of doing)

Adapt your own content for views and follows

If you’re anything like me, the 2nd option is much harder to do.

But has to be done!

One thing to remember is that you’re not your own customer.

I remember reading a newsletter recently (unfortunately I can’t remember who it was by)…

But I do remember that he had grown his socials massively in just a year or two.

He described it something like this:

The content that gets you the most traction on social media has to be basic and entry-level, that’s what get’s attention.

Once you have audience growth and attention it then gives you the ability to post higher level content 10-20% of the time. Your early stage audience will still appreciate it, but now you have the credibility (follower count) to also attract higher level audience members.

This then amplifies growth, as you demonstrate your depth of knowledge. And now you can present solutions (products and services) to both segments. This is how you’ll skyrocket your business and maximize your audiences attention.

Ultimately, growing your audience on social media is like learning a new language. You start with the basics before you can have advanced conversations.

When I read this it all finally made sense.

It clicked for the first time.

I think it was because it came from an entrepreneur who had already built a few successful businesses first, before mastering content creation.

I related to him more.

Think about some of the biggest content creators, and their most viral posts.

Jay Shetty – I’m not a fan but he was recently called out (again) for unethical things he’s done. But he literally grew his social media by stealing other peoples life quotes and making them his own.

Alex Hormozi – a few years ago when he was smaller he had the best content on YouTube for 7 to 8-figure business owners. As his audience has grown his content has become way more targeted towards beginners and motivational stuff.

Sure, there are exceptions. There always is.

But content creation and audience building is already hard enough.

Why make it even harder on yourself?!

My Solution…

My brain still refuses to focus on basic content for social media, so that’s why I created my Content Repurposing System.

As stated last week (read more), I now focus on the top of the content hierarchy. Creating high quality newsletters and YouTube videos.

YouTube has a much more sophisticated audience. And a much higher value audience.

Brands will pay you higher amounts for a YouTube sponsorship post than IG, TikTok or FB. That should tell you something.

Focusing on YouTube is the best use of my time AND feels the most expansive.

Then the AI system takes care of the basic and entry level stuff for other social media channels.

If you’ve not watched the Youtube playlist yet then click here to begin watching now and see how it all works.

In the next few weeks that entire system will become available to purchase.

You’ll be able to simply import each Airtable and Make templates. Add your own AI API accounts be on your way to amplifying your content.

Then, you too, can begin to focus your time where it feels expansive!

If you’re interested in early access, hit reply and let me know.
– Mitch