Speaker 1: We all know how things become popular and then everyone jumps on a trend and then there's always a reaction and things swing back a different direction. And I think that's something that's about to happen with creators repurposing their content across several different platforms. Alex Hormozy popularized the idea of creating short form content and spreading it everywhere. He had a content system where he would create a tweet and from that Twitter post, it would turn into Reels, TikToks, Instagram posts, LinkedIn posts and all type of other pieces of content that went out all over the internet. And I said had because recently he made this post where he stated that he posted 35,000 pieces of content and he learned some things from that. Not gonna rehash this video, but the number one thing was he was going to focus on business content and long form content because those were the two things that drove business results for his business. And maybe you don't own a business, but you definitely need to think about the end game of what you're doing with your content. Are you just trying to get views? Are you trying to get a bonus from Facebook? Are you trying to build a business? Whatever you're trying to do, you need to make sure that your content is focused on that goal. And so I wanna share with you some principles from a book called Traction that is gonna help you focus on your content strategy going forward so that whatever your goal is, whether it's to grow your business, get more views or increase your monetization earnings, you can hit that goal more quickly and more easily. Traction is a classic marketing book written by Gino Wickman with over 1 million copies sold. And the definition of traction is very simple. Traction is the measurable evidence of customer demand or engagement that proves that your product or service is gaining momentum. And in this scenario, your particular goal is going to be the product or service that you want to see gain momentum. Now I'm gonna give you five simple steps inspired by the book Traction that are going to help you choose the right platform, choose the right content strategy, just make the right choices overall to make sure that you're always hitting the mark for your personal goals, whether it's to increase your monetization, get more customers for your business, grow a YouTube channel, whatever the case may be. Number one, you wanna get crystal clear on exactly what you want. Do you want more brand awareness? Do you want more sales? Do you want more views? Do you want more monetization, earnings, et cetera? You should have no doubts in your mind as to why you're spending so much time, so much effort creating content and posting it on all of these platforms. And you also wanna get crystal clear on your target audience. Know exactly who you want to view your content because different demographics tend to congregate on different platforms. If your target demographic is 35 and under, then they're most likely going to be hanging out on TikTok. But if they're 45 and older, most likely they're going to be on Facebook. The second thing you wanna do is keep an open mind. List out all of the channels where they could possibly be hanging out. We know that 35 and younger are most likely on TikTok, but maybe some of them are on Instagram. Maybe some of them are on Lemonade. Maybe some of them are on Be Real. Make sure you make a full list of where they could possibly be hanging out and don't leave anything out. After you make the list, you wanna think about current trends in the culture and how it can affect whether they are or are not on these different channels. Because we don't wanna just make a full list and then go after all of them. The next thing you wanna do is run small and simple tests. This might be creating a TikTok, a Reel, or just a short form vertical video in general, and then I'll post it on Facebook, Instagram, TikTok, and YouTube Shorts at the exact same time to see how it performs within the first hour, first eight hours, first 24 hours. And it gives me a gauge on which platform is actually catering to my content the most. And that's the next part of it. You wanna focus on the key performance indicators. What are the things that are telling you which platform is serving you the best? Number four, you wanna sit down and think about the results. You wanna analyze the data. Anyone who's serious about digital marketing and growing their business in any professional capacity knows who Neil Patel is. And he recently made this post on X, and it's perfect for this video. You're going to hate this data, but it shows where you should be spending your marketing efforts. We surveyed 118 businesses that all generate a minimum of 100 million a year in different verticals to see what marketing channels generate the most revenue. But first, let's break down what marketing channels companies spend most of their time on. So he's testing these companies to see if they're applying the principles of traction. He's not saying that, he's probably not even thinking about that, but it definitely fits. Companies are spending 38.2% of their time on organic social media. This is businesses getting caught up in the short form content phenomena. TikTok is influencing everything, and it's making people make decisions based on the popularity of the platform and not necessarily the effectiveness of the platform to drive real results. 8.5% on SEO, 15.3 on paid ads, 7% on email, 6% blogging, 2% podcasting, 3% influencing marketing, 2.8% affiliate marketing, and 15.4% other. So you can see that the majority of time is spent on organic social media, paid ads, other, and SEO with an honorable mention in fourth place. But his post continues, and he says, here's the part you will hate. Let's break down which channels generate the most revenue. If you look at this chart, the channels where they spend the least time are making them the most money. Paid ads work. I know people hate ads, but paid ads work to grow a business. And second place is search engine optimization. Now, search engine optimization, in my opinion, goes far beyond just ranking on Google. This is about ranking on YouTube as well, and probably even ranking on social media platforms. That other is actually coming in second place. So there are other things that businesses are doing to actually make money other than all of the things that people tell us to do on social media and on YouTube. It's not podcasting. It's not influencer marketing. It's not affiliate marketing. It's something else. And we don't know what that quite is. There are a lot of different marketing channels that it could be, so I won't speculate as to what it is. But look at email and blogging. Those are respectable mentions as they bring in 12.7 and 9.4% of revenue. Those are some nice numbers. And he basically ends the post letting people know, don't be attracted to things because they look good. Think about whether it actually is good. But after you've run all of your tests and you have your data, find the one channel that's bringing you the most results. You want to focus on a single channel. Everybody has a limited number of resources. And so let's take paid ads as an example of why you should actually focus on one channel. So let's say you have Facebook, Instagram, and YouTube, and you're running ads on all three platforms and you're spending $5 a day on Facebook, Instagram, and YouTube. On Facebook, you get one customer for every $5 you spend. On Instagram, you get two customers for every $5 you spend. But on YouTube, you get four customers for every $5 you spend. Most people's thinking goes, I'm going to keep spending on all of the platforms since I'm getting customers on all of them. Or I'm going to keep spending on YouTube and Instagram because I am getting customers at $2.50 on Instagram, and that's better than Facebook. But what they're not thinking about is what if instead of splitting your resources, you took the entire $15 and spend it on YouTube? That would give you a total of 12 customers, which as we already know is twice as many customers as you could get from Instagram. And the more we scale these numbers up, the larger the gap becomes between channels so that over the long run of creating content, say over the next year, there is a clear benefit for me to focus on YouTube and not post any content on any other platform at any time. Because all of my resources, all of my time, and all of my effort are going to one platform. And it just may be better for you to find the one platform that you can perform the best on and give it your all and focus on it intensely and dominate that single platform. And then from that place of dominance, begin to branch out to other platforms because hopefully you'll have more resources as far as time and money to invest in those other platforms and make growing on other platforms and reaching new audiences a lot easier. Thank you for watching. If you got value out of the video, make sure you smash the like button. And as always, take care, have a good day, and I'll see you in the next video.