Episode 226： 10 Rules for Creating Content as an Entrepreneur
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Summary
For you to create content and to brand yourself, there are different strategies that work with different people. I'm going to break it down in a way that applies to you. 1. Why create content? 2. SEO purposes 3. Branding 4. Fame 5. Positioning 6. Money 7. Legacy
Transcript
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30 seconds, one time for the underdog, ignition sequence start, let me see you put em up, reach
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the sky, touch the stars up above, cause it's one time for the underdog, one time for the
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I'm Patrick Beddivy, your host of Ayitem, and today we're going to talk about creating
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Yes, for you to create content and to brand yourself, there are different strategies that
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I'm going to break it down in a way that applies to you.
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One of these is probably going to describe you.
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You want influence amongst your family, amongst your community, amongst your people you do
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Before I started creating content on value attainment, I used to just create content on our company's
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website to give it better SEO because an article would be shared, then they would go on the
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company's website and they would say, oh my gosh, this is an interesting company.
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Then I'd get a lead and somebody would contact me about wanting to do business with them.
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That's another reason to create content or it's personal.
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You have a website, you create content, it gets shared.
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They read up on you and then they follow you on Twitter, follow you on Instagram, see the pictures
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They send you messages and say, when can we get on a call together?
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You have certain set of keywords that have to do with your business on a daily basis.
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Real estate, finance, pharmaceutical, doctor, soccer mom, parenting, whatever it is that's
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the keywords you're specifically looking for, you want to target that.
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You want to be seen as an expert in your industry.
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So they see the content by you, this guy may be an expert.
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You want to have influence, you want to have a voice, you want to have credibility.
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Your purpose to create content may be purely positioning within your own industry.
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Maybe for you it's like, look, honesty, I'll just be honest with you.
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I want to walk in the streets and I want people to know who I am.
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You kind of want to create content, have some influence where all of a sudden you're getting
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Amazon wants to do a sponsorship with Valuetainment.
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We may or may not be interested in the sponsorship, but they contacted us.
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This may be a route that you want to go yourself.
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This is who I am and I don't care whether you like it or not.
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Honestly, it's brought me and my sister closer.
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I kind of like what I'm doing and whether you like it or not, I really don't care.
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I want to draw this and this is what we talk about.
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You're documenting your content because one day you wish your parents recorded you when
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you were four years old and there's no content of you when you were four years old and you're
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So one day when you're not around, your kids, your grandkids can sit there and say, that's
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How old was grandma in here when she wrote this?
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That's the, by the way, we're not even experiencing that yet.
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We're not going to experience this for another 20, 30, 40 years until people start dying off
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That is so still early on that part of legacy and documenting.
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There are people that after creating content and they say, I'm a veteran.
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I'm not going to lie to you and tell you everything was good.
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I was going through PTSD because I went to Afghanistan and I saw people dying.
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I started drinking and I'm just sharing with you my pain and this is therapeutic to
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And then all of a sudden, 80 other veterans say, I feel you.
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Then there's a community and that works for that community.
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And that channel creates content that's only for the Johnson family and all the videos
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It's only for the family to watch and you share with the family.
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You're running an office and you have people that are of other offices and you're trying
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to get a message to your technology or engineers and you say, hey, this is what's on my mind
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Here's what I'd like to see everybody doing the company.
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And this goes to your 10 independent folks that are working for you, freelancers that's
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That's a completely different reason to create content.
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That helps you increase the value of your company, your family, your relationship, your
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So you have an internal channel for your 20 friends that are doing fantasy football.
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If you're connecting with one of them, your next question is going to be, okay, now what
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Now let's talk about the types of content for you to create.
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Two, business, money, politics, education, philosophy, entertain, comedy, humor, technology,
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There are people that do product reviews that are doing Lego reviews.
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You know how I know that my kids watch those reviews on toys?
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There's so many different things with product review.
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Those are some of the types of content that you can create.
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A wife of a veteran who's serving in the military and she's by herself for 18 months
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It's a specific targeted demographic that you want to touch.
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Maybe it's a music world or certain area that you're talking to that's interest.
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I'm going to go to specific areas that you're going for.
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Right now, there's a channel called Valuetainment Russia.
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They take our videos on what I'm doing, and a translator translates the whole thing.
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If you were to go watch my interview with Michael Francisi on the channel in Russian,
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it's an hour and seven minutes, all in Russian, going back and forth.
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I think the Valuetainment Russia channel has like 40,000 subscribers as of today.
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So, what is that language you want to focus on?
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You've got to realize that for everybody watching this, okay?
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I connect with a girl who is a professional bodybuilder.
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It doesn't even make any sense what she looks like.
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When I go do my physical, she takes my blood, and it's all these people that are there,
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and they're all fitness and shape, all these things.
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Her content is purely about fitness, is what she's doing.
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If you've got a face, and you look incredibly good, you've got to use it, okay?
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If you've got a voice, and you're a good communicator, you've got to use it.
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If you've got a body, and you look good, maybe you use that because it's for fitness, right?
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If you're good in front of the camera, you've got to use it.
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But you've got to know which one works for you, right?
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So you want to put a picture, and you write something on Instagram.
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There's so many places right now to use for podcasts, and your speaking, your thoughts,
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any of these things you're talking about, right?
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By the way, many of you don't know that Valuetainment is on iTunes.
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And all our stuff, I think like 212 episodes as of today are on podcast.
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So some of you are driving, you want to listen to it in your car.
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You can subscribe, post some comments there, your reviews there, and actually listen to
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I played Backgammon the other day with Victor Ashkenazi.
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You would have watched me play the game with Backgammon with Victor Ashkenazi.
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Our guys sometimes here at the home office, at the studio, they play FIFA.
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And you're sitting there, listening to them talk smack.
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There's a lot of people that disagree with my rules.
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And these are some things I want you to be thinking about.
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Number one, more content doesn't equal more influence.
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More content doesn't necessarily equal more influence.
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Some people just want to put so much content out there.
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And one of the channels had 4,000 videos on their YouTube channel in the business world.
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And they had been creating content since YouTube first got started.
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I said, why do they only have 200,000, 300,000 subscribers?
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And then I went to the beginning and I saw they had three videos that had a couple million
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So those few videos that got a couple million views that they posted five years ago is the
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So this whole strategy of let me just throw stuff up on the wall.
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Look, I, every single time we take more time to create content, it always shows on the
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If we take more time to create content, it always shows on the results.
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Just look at the different personalities on YouTube who get interviewed by different people.
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And look at the viewership and the commentary below.
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And you'll be able to say, this person interviews deeper.
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This person's same subject, you know, mistakes I met as an entrepreneur.
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This person's same subject, but their views are higher.
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Or is it just, let me share with you how to go become a millionaire?
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The word millionaire does very well when I put it on a title.
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You've got to get deeper with the content you're creating.
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If you don't talk about what you believe in, what your views are, who you are as an individual,
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One of the biggest benefits today, I was watching an interview the other day, on when they asked
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Because LeBron's been missing a lot of free throws.
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And Stephen A. Smith came and said, LeBron is a career 73% free throw shooter, right?
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But 50% free throw shooter last five minutes of the game.
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And when it comes down to the deciding game free throws, he's like 40%.
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And he says, LeBron's never been a big free throw shooter.
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Then, his partner comes out and says, in today's social media world, you can't hide.
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So when they asked LeBron, what do you think about your free throw shooting?
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I have to get back and get at these free throws.
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Because we're living in a world that if you don't control the narrative,
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somebody else is going to control the narrative,
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So you've got to share your views on what you're thinking about.
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One of the reasons why you ought to create content.
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Number three, find your one word that works for you,
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Boyfriend, girlfriend, husband, wife, mom, dad, brother, sister.
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Your best friend who you hang out with knows you very well,
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And you ask them, when you think about me, what word comes to mind?
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Movies, business, money, finance, skateboarding, sports.
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And then see if that word matches your passion as well.
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If the word matches your passion, you go for it.
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and we became who we are today on Valuetainment.
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You go on YouTube, you type in the word entrepreneur,
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And we learned what, believe it or not, we have a list.
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Just two days ago, I sat with these guys, and I'm saying, listen.
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I said, this word on titles has never served us.
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We have a handful of words that have never served us when we create content.
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The excitement, the enthusiasm, the enthusiasm from the audience, it's never worked.
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We know both words on what works and what doesn't work.
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A lot of people we've spoken to, just so you know this.
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So it's not like we're, you know, are not reaching out, are not having conversations.
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maybe it's not the time right now to collaborate together.
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Maybe let's try to work on a bigger project together.
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There are some people that I listen and I talk,
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I just don't know if we have similar philosophies and beliefs.
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If you get too early and you start collaborating with anybody and everybody
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and you're part of a clique, you're officially part of that clique.
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Everybody sees you as being part of that clique.
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You have to know exactly what community you're okay being labeled with
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because once you collaborate, that's what happens, right?
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But once you realize, you know, I've tested, I've done some other stuff here,
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I kind of feel like this is the direction we're going to be going to
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You know, we got so many offers from people that said,
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we'll pay you $100,000, we want you to say this.
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We'll pay you $200,000, we want you to say this.
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And we always said no because it just didn't make sense.
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We get numbers of offers of people wanting to do stuff on valutainment
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as sponsorship that we say no to because it doesn't match what we stand for
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and so we stay true to the audience because the audience comes and says,
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if we ever do any kind of sponsorships, you'll know,
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Here's what I think we ought to do with this brand.
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And you'll say, wow, Pat's actually sponsoring somebody right now
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because we use that product or we believe in that product.
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Your followers will appreciate you if you don't prostitute your brand.
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When you're writing an article, how many views have you got?
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Maybe 9 o'clock isn't a good time because we're Eastern, Central, Pacific.
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You've got to look at all that stuff with your data.
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When you look at the data and you say, wow, this is actually good for us to start posting like this.
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By the way, when we first started, it was about creating one content per month.
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But we tested a lot until we got to where we're at today.
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My gosh, I cannot tell you how many mistakes we've made.
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One of the favorite videos of Itainer is the video I made 12 mistakes I made as an entrepreneur.
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If you haven't watched it, I think it's like a blue thumbnail.
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If you only talk about everything you do right, it's a turn off.
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You've got to talk about a lot of the mistakes you made.
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Because there's no way in the world anybody makes it to the top of their game or does good at anything without having made a lot of mistakes.
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People, believe it or not, want to know more about the things you did wrong and the things you did right.
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Believe it or not, people want to hear your mistakes more than the things you did right.
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If you say once a month, commit to once a month and stay focused.
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Can you imagine if the news was supposed to report every night at 8 o'clock, one day they say,
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The more focused you are and consistent you are, they know every Monday more like this.
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Last week, we were late on Motivation Monday by four hours.
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If there's anything I can't stand when we do is when we're late on an episode.
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It was an issue that I made a decision to go late on a video that we already had prepared.
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I came back, I told the guys, we're reshooting.
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I shot a video early in the morning after I did my cardio and then we put it up.
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But you got to know that your audience, how many people told us, Pat, you guys are late.
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Number nine, challenge them to question your views.
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For instance, here's what I think LeBron should be doing.
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Here's what I think needs to happen with business.
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So, here's what I think I need to be doing with this.
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Ask for people's thoughts whether they agree with your views or not because you're going
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to find some stuff that's going to help you out as well.
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Especially as you're coming up first and you're not an influencer yet and you want to get a
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lot of dialogue, that is a good way to get participation.
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And last but not least, content you create that's for today versus evergreen.
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Meaning, if I talk about stuff that's relative only for today's news, it's only for today's
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You ain't going to watch it two years from now.
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But if it's content I create that is evergreen, it's going to last a long time.
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If you create a content that has to do about today, it immediately gets a lot of hits.
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That's still a benefit because people want to know your views.
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But if you create an evergreen content, it may go like this, but it'll last forever.
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Five, ten, twenty years from now, they're still going to be watching it.
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Think about How to Win Friends and Influence People, the book that was written many, many years
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Eighty, nine years later, people are still reading that book because it's evergreen.
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A thousand years from now, people are going to want to learn how to win friends and influence
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You can pick and choose which way you want to go.
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Those are some of the rules when it comes down to creating content.
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And by the way, if you haven't already subscribed to Valuetainment on iTunes, please do so.
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And if you have any questions for me that you may have, you can always find me on Snapchat,
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And I actually do respond back when you snap me or send me a message on Instagram.