Episode 72

How to Turn "Old" Content into New Opportunities with Matt Ragland

In today’s episode of Distribution First, we dive deep into effective strategies to turn your back catalog into a goldmine.

You’ve got tons of valuable content, but the challenge is how to keep them relevant and engaging for your audience.

The content world will often tell you to just keep creating more and more, but eventually, we all hit a wall. There’s got to be a smarter way to keep things fresh without burning out your team—or yourself.

The truth is, you don't have to be constantly on the content treadmill.

In this episode, Justin Simon and Matt Ragland dive into strategies for maximizing your content's reach. Matt shares his insights on managing a wealth of content without all the headaches. Stay tuned as we dive into the best practices for structuring your podcast content into engaging segments and the benefits of adopting a seasonal model for efficient content creation and distribution.

In this episode, you'll learn:

  • Best practices for managing older and new podcast episodes on YouTube
  • Repurposing content from events for newsletters and sponsorships
  • The power of batching content creation for efficiency
  • Strategic distribution of content using a system and SOPs
  • Leveraging YouTube for podcast content and audience engagement

***

If you like distribution and repurposing playbooks, you'll love my weekly newsletter (it's free). Join 2,500+ subscribers here: https://news.justinsimon.co/

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CONNECT

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Transcript
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Hey, everybody. Before we get started, I want to thank my friends at Hatch for

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producing this episode. You can get unlimited podcast editing and

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strategy for one flat rate by visiting Hatch

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FM. All right, let's get in the show.

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Welcome to Distribution first. The show where we flip content marketing on its head

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and focus on what happens after you hit publish. Each week I

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share playbooks, motivations, stories, and strategies to help you repurpose and

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distribute your content because you deserve to get the most out of everything you

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create.

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Everybody, welcome to this week's episode of Distribution first.

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I'm super pumped to have another second time guest on the show this

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week. We've got Matt Ragland back and we're going to deep dive into some stuff.

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It's going to be really, really fun. And Matt, welcome back to distribution first.

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Justin, thanks for having me. Excited to be here. Let's go round

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two. Ready to get started? Yeah, I need the ding ding sound for round

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two. Distribution first. Absolutely. So it's funny,

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you know, sometimes these things take a while to actually materialize. But I

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had reached out to you back in, man, I think it was like February or

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something, trying to set something back up because you had posted something on

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LinkedIn where you had just done a

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summit, which I attended. It was great. It was awesome. Thank you. With all these

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creators, and it was a week long thing. You promoted it and had all this

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stuff, and then you actually, on the back of

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that, started doing a lot of other things. You had

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community built off of it, you had content built off of it, all these types

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of stuff. And this is what I love to talk about is, how do we

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take an event? How do we take a video? How do

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we take a webinar? How do we take these things that we're already doing and

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get more out of them? Not just the video clips or anything like that, but

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the ideas and the things and the concepts that come out of it. And the

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post that struck me was, you had this idea of, you

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did these sessions, you had all these great creators and this idea that

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we probably have a year's worth of newsletter

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ideas that could come out of that. Talk me through that. What was your thinking

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behind that when you, when you brought that up? Cause, I mean, I loved it

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from the, just even from a theoretical standpoint, right. It's something

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that. So just to give you, like, the raw numbers of it, we

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put together a summit. It was a week long. There were

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four speakers per day, so we had 20 speakers.

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And each of those speakers went about, you know,

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45 minutes to an hour each. And I know, and we

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talked about this in our first episode together. I know

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when I listen to a podcast in particular, that there

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are at least four, five, maybe more

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unique ideas and stories or systems described

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that can be turned in to an email newsletter,

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especially if you think of a newsletter like I do, which is something that can

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be, let's just say, 500 words centered around

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one core idea. I do think it needs to be a little bit longer than

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say, like the 250 word like ship 30 that took over

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Twitter and still sometimes does, but it doesn't need to be a

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thousand words. And so I know when I listen to or

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give an hour long presentation or do like a

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digital fireside chat or a panel, I know that I can

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get four or five ideas out of each

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of those sessions. And so when you just do the

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math, we had 20 speakers that talked for about an

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hour each. If I could even just get three

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ideas out of each one, then that's

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60 newsletters, which is obviously more than a

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year. And that's something we've kept doing at hey,

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creator. And so it's become a newsletter. We

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honestly have more content already than we could probably use in

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two years because on top of the summit in

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March, we launched the hey, Creator podcast. And that is

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a 45 minutes to hour long episode

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every single week. And even in that, like, that's what we're

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using as source material for newsletters now. So we already

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have, I think we just released our 10th episode. So we have 30

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hours of creator content that are just like in the repository,

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they're just in the back catalog. I don't need to write another

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newsletter for two years, personally. Like, I don't need

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any more new ideas. And these are newsletters that we're

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selling sponsorships for. These are newsletters that

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promote the community that we also launched at the end of the

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summit. And it's something that whenever we

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go to launch individual courses, like, we just did a launch

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for like a course about how to launch courses, a little, little

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meta, but it was something that people in our community had been asking about, so

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we built it for them and we were able to like, run a launch off

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the back of the newsletter. And a lot of the things that we talked about

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are just things that we discussed in the community. I didn't even, like, really talk

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about the fact that I go live four times a week in our community,

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three to four times a week, which means, and again,

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this, this year alone. And a lot of this isn't

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newsletter writing, but just this year, alone, I

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and our team have generated, yeah, I would say close

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to 50 hours of content. And again, if you can get just

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a couple of pieces of newsletter worthy content

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out of that, then you're talking about three years. Three years of

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newsletters. And we talk about social content. We can talk about short

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form, video. Those things all play into it also. Yeah. And

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I think that's one of the struggles. I know, even working with

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folks or the, or the talking with folks who are in my community as well,

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where we just had this conversation a couple of weeks ago, where

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you end up creating so much stuff, it can feel

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overwhelming to even be like, what do I do? Like, once the light. Cause

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there's really two camps. There's the camp that is creating so much stuff and doesn't

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care what happens. And then it's like you get into this mode where you start

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to put those, I call them x ray goggles. And you put the x ray

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goggles on, you can see all the things it can be, and it instantly gets

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overwhelming. You know, I actually want you to coach me on this, like,

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literally right now. Cause I have. Let's do it. I have things

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that, like, I want. I want to make that I can do more about because,

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yeah, I have been, and in some ways still am the person that

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will make 100 hours of content in three months and be like,

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well, I'm going to use some of it. And, like, on one

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hand, that's given me a lot of confidence to know that I can, like,

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always use, but I know that, and this is something that we're working on

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with, hey, creator, this is something that we work on with our clients, and I

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actually do a better job with it for our clients than I do for

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myself personally. That's like a whole other life thing that we're not going to

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talk about right now. Do as I say, not as I do, but approaching

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it very strategically from the distribution perspective. So you say

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I'm going to create these things and it's going to fit into this box and

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I'm going to use it in this way. And I have a system for it

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and I have a standard operating procedure. These are all things, like, we're building in

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right now. But, yeah, tell me, like, what are those conversations that,

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that you're having? How can I be more strategic with this, like, glut of

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content that I have? Yeah. Where I always start

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is since you've got, like, you've already built the creator

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muscle, right? Like, sometimes. Yeah, not a problem. That's step. Sometimes that

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step one is like, all right, what are the. What's the thing you're gonna do?

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You've already got that. And so I think, for me, it's kind of

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figuring out of those things you're doing, like, where are

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your. I would call it, like, where are your distribution channels? Like, what are you

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doing? Is it axe? Is it LinkedIn? Is it newsletter? Is it

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email? And then of those, and then, what's the frequency on that?

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The whole reason behind distribution first is, like, thinking about, like. Cause I

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live this life where literally, this is when I was still in

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house working in team meetings, where it was like, everybody wants to send an

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email this week. Cause we've created so much stuff,

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and we can't send out the amount of emails we need to send out. Right.

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And not bombard people. And so, yeah, we faced that some, too. Like, we were

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just saying, like, when do we send the survey email out? Yeah, well, next week,

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there's the newsletter, and there's. There's the webinar. And then we gotta, like, remind people

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about the way, you know, you know, how it goes. We can promote it in

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mid June, earliest. I'm literally

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doing this with my business right now, where I started to figure out the

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rhythms. I'm starting to refigure out what the rhythms are now that I

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have. Because I had the podcast, and that was a good rhythm. I still have

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the podcast going, obviously. And now that I have the membership in the community,

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I'm doing. So, for me, I'm doing a monthly training, and I'm doing

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a monthly Q and a session. Each one of those things, you know,

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this from. From yours, you're doing twice the amount, but each one of those things

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could turn into, you know, multiple things. You got to promote the thing. You got

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to be able to share the content out afterward. So I'm trying to figure out

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what that rhythm is like for me, but just knowing, like, all right, what's our

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capacity for each channel, right? Like, what's our capacity for email? It's

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probably not five days a week. It's probably too much, right?

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Probably. I do think, though, like, Daryl Westerfeldt, who's my

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partner at hey, creator, and then Tim Forkin, who's the content producer and my co

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host, we've actually been talking more about. We've put it on

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the table to have a daily email, because one of my, like,

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I've seen say, like, the behemoth that, like,

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Ryan Holiday's daily stoic email, his daily dad email has become, I

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think he said, somewhere recently, it's well over half a million subscribers, which

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means it's probably since then much more than that. And

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I know. So this is where you kind of go back to like, hey, this

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kind of model, that ship 30 kind of

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popularized, especially on the Internet, like, all of Ryan's emails,

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whether it's daily Stoker Daily dad, they're around that, like 2300

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word mark because like, Seth Godin has

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modeled for years. That, and this I think is interesting.

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This isn't necessarily about distribution. This is just about, like, consistency and

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capacity is like, if you're talking more consistently,

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like, say daily, then you can say things that are much shorter. They

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still need to obviously be interesting. And then if you're gonna wait longer, then

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it has to be like, huge. You can't, like, not post

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for a year and be like, here's my thousand words. Like, it better be

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like, bloody brilliant. Like Kevin Kelly's thousand

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true fans, which is more than a thousand words. But you think about, like, on

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the other end of the spectrum is Tim Urban. Wait, but why? Who writes like

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50, literally 30,000 word blog posts,

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but he only posts one per year? Maybe

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Dan Carlin, hardcore history. He has like one

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podcast per year, but it's 5 hours.

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It's an audiobook. And so I

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have been. Things like, we have enough

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content maybe not to go daily because when you go

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daily, you kind of got to just go for it. You can't go daily for

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a month and be like, no, and you

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could, but that's tough. I've seen very few people

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able to keep up the daily consistency. But you do want to be shorter about

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it. Yeah, I totally interrupted you there in terms of, like, the

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consistency. No, but I think what you said. Cause

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I preach this all the time with, with the folks I work with. And

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even inside the community is like, you have to know your floor. You have to

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know your floor of distribution of, like, what can you consistently get

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out? Who cares if you can put out a podcast

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once a week for four weeks? That's the vast majority of podcasts

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sitting on Spotify and app right now are sitting there with four episodes because they

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couldn't get over the hump. Yeah, same thing with email. I think expectations are

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huge. So if you set the expectation with your daily dad,

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it's daily dad signing up for daily. That's what you want.

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Exactly. Yeah, it's built in. And the other thing, too is the value add there

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where it's truly like, Ryan isn't selling you

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anything. You know what I mean? Like, I think when I think of, like, daily

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email and some of the stuff that I see out there, it's like, it's sales

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emails, like, all the time and it's just like, like, you know, I don't

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want to sign up for that and I end up unsubscribing from those folks. But

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if we go back to, like, your content and what you've got going on, if

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you are set on saying, like, doing four lives inside your community,

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how I would think about it is starting to maybe rank those

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on distribution, on a distribution level. Even if it's a very rough ranking of,

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like, this is the one, this, you know, week that I

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really want to be able to share out and knowing the rest are just going

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to sit there, right, like, or these two are really, really good because, like,

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there's probably truly for your, like, you're not

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Gary Vee. You don't have, you know, a giant team of folk who are just

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cutting all this stuff up and, like, blasting stuff out all the time. And so,

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like, there's got to be a balance there to, like, what's realistic

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versus what you can actually, like. Cause, you know, it also takes time to, like,

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go through the stuff and find good things. Well, I'm so glad you bring that

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up because that's something that I even like. Me, and I know

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you, you as well. We're people who know how this stuff

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works. I'm obviously not personally,

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like, pumping out. Like, I'm still looking at, like, the time and

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thinking, I don't know if I've tweeted today and, like, you don't have to

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tweet every day, but, like, I know that I have plenty of stuff in the

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vault that is, like, repurposable or

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redistributable. But, like, the actual people always,

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and I count myself in this, will often

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underestimate the mental load that it takes to, like,

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go find the thing, think about what's going to be the best part of it.

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Do I need to rewrite this a little bit? Like, it. It's all there. Like,

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I point over there. Like, it's over there. It's all there. I wish it was

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right there. Put it in the tweet

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machine and, like, there we go. We're done. And that is,

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like, to call back to our first conversation, that was actually one of the things

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I think this is, like, another thing that we were talking about in the pre

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show. I live this all the time, like,

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with my own newsletter content. At times when I'm working with the team on

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it. And even what we do with, hey, creator, is

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if you're not going to be like, a

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newsletter writer writer, like, I'm thinking saw Hill

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Bloom, who is like, the Vat. The main thing that he does

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is write. He writes on social and he writes his newsletter, but

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that's like, he started doing some YouTube stuff, but, like, he's a writer.

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Ryan Holiday is a writer. James clear is a writer.

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And, like, Tim Ferriss is more of a podcaster.

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Five bullet Friday is not. I'm sure he looks at it. He may

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still write it, but, you know, honestly, I kind of doubt it. He's like, I'm

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kind of. Here are the things that I find interesting. Here are the things that

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I want to promote, and that's great, but you really have to,

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like, unless you are going to, like, just care

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about the newsletter, writing the writing, writing, the big w

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writing aspect of it. If you're more of a podcast or video

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creator and you're getting hung up on, like, does this sound

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like me? You don't write. So stop

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micromanaging your team or even, like,

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honestly micromanaging a version of yourself that wants to get

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these things out. Like, just. I'm not saying that quality doesn't

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matter. It does. I'm not saying that brand doesn't matter. It does. But I'm

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telling you, there are people, and I count myself among them

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at times of, like, you can have something done almost

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entirely without your input by someone else, by a team,

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or even by, like, you know, AI is getting better and better. But let's just

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say people, you could have something get to, like, 80%

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and actually, like, have it seen and consumed and enjoyed

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and learned from, but you won't post it because it's

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not getting 90%. Or even if you personally can get it to

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90%, you're like, ah, it's not exactly what I want. It's not

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100%. And so, like, you're not sending a newsletter. You're not posting

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to social enough. These are things that, especially if you're not a

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writer, get over it. Make the distribution

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happen because you're doing enough stuff. You're doing. I'm

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doing enough stuff. There should be more. And I need to,

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like, yes, put a system in place. Yes, vet and train

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people. But once that's done, I need to just let people do their jobs.

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Because I know that when I send more newsletters, I make more money. When I

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post more to social people sign up to my newsletter, they

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subscribe to my YouTube channel, and they get the newsletters that I

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send out and I make more money and the business grows and I'm able to

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hire more people and lots of good things happen, all because,

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like, I didn't micromanage that last little piece. I just

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allowed for the work that I was doing to be distributed by

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other people that I trust. And the flywheel keeps

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turning. Yeah. And it's a different, there's so many

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things, I think, that come back with creating content.

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And people are, people get stuck

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in traditional content marketing worlds where you

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blogged and it was this thing and it lived on the Internet and people

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come to it every month at thousands and thousands, you know, like we, because it's

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ranking and the idea of content is very, like, I

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gotta make it, you know, do its job. And I think one of the things

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for me that I'm learning, you know, and again, you wanna make a good podcast.

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I wanna have interesting conversations. I wanna write a, I wanna write a good newsletter,

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of course, but no. One'S saying you don't. We're on scale.

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Right? At scale. Like, especially when you're thinking about the less and the less and

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the less of the content, right? Like the clip. Yeah, the clip has to be

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good, but it's also disposable in a lot of ways, right? Like somebody's going to

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come back tomorrow and there's got to be a new clip that the tweet, it's

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got, you know, you know, it's a tweet, it's. A LinkedIn minutes, much

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less the day. Yeah, 1000%. And so I think

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getting over that hump, especially if you're thinking about, I've got

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this stuff, I think sometimes people get in their head in terms of how do

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I get this out there? How do I promote it? It's over promotional. It's like,

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you know, it's like, just how do you add value at scale

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and how do you get that information into people's heads? I think it's the biggest

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thing for me is like, I, one of my biggest things that I said when

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I started my show, for instance, was like, I actually don't look at

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like, download numbers too often, like every once in a while. But like,

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for me, I want to have interesting conversations and then distribute those at

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scale and be able to have, like, whether it's a clip, whether it's a

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LinkedIn post, whether it's a newsletter. Like, I want to, I want to, I want

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the people to have the ideas that Matt Ragland has to

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share regardless of whether or not you're listening to the show or not.

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That's my goal. Yeah. And the nice thing is that, like, you can

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distribute things in multiple platforms and multiple

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mediums. Like, I do think that you're driving people

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back to that newsletter or to the core

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thing that you want to build, like, for us at hey, creator right now, like,

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it's interesting. Like, if you looked at hey, creator, you would say, like, oh, they

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have a podcast. But what's interesting, I

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think, is that Tim and I, we actually

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want to optimize the show for

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YouTube. I want so

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much more for the show to grow on YouTube

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than for the podcast numbers to grow. Now, I think those two

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things go hand in hand. But honestly, like, this has been a little

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bit of a shift in perspective for Tim and I, and

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Tim was early on this for me. He's like, we need to plan

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and record the show. Thinking of it more from a YouTube

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perspective than from what we might traditionally think about

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from a podcast perspective. So

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get right into it. Alex Hormozi had a

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video about this a few weeks ago, is about

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how he grew his. How he grew his audience on YouTube. And

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he's, like, the beginning of every video. And he would probably say

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any piece of content has to, like, be very clear about what's the

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proof of what you're doing, what's the promise that it can deliver, and what's the

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plan that you're going to give people. Did you see that? Did you see that?

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I didn't, but it's really good. And so, like, when we write the

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intros now for any of the podcasts slash YouTube

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videos, we want the intro to be, like, no

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more than 15, 20 seconds, and it has to deliver on those things, and then

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we go right into the content. But, like, when we think about

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it from that perspective, the other thing that makes it pretty interesting,

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it's not quite this way when we have guests on, because we want guests to

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just talk about whatever's interesting to them and kind of guide that

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conversation. But when it's just Tim and I recording, we

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will not quite think of it in terms of

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almost like, sports radio segments. Tim and I are both sports

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fans. We grew up on sports radio. I listen

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to a lot of, like, sports podcasts now. And

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thinking of it in terms of, like, okay, what kind of

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segment style things do we want to talk about in the show

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today when we outline those segments? Tim's much more of

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a scripter than I am. I just like, I got the idea. I'm with

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you. Let's go. Let's go. And.

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But when we are planned out, at least in that

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way, then we already know

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these are, say, ten minutes, the show will be

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60 minutes, but then we have multiple ten minute

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clips that each one of those are like, this is a

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newsletter. This is a newsletter. And now what we have to try and find

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is, okay, what are the good short form clips? And again, Tim's background

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is in short form video. So he's really good at identifying those

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92nd sections that become good vertical

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videos. And now we're, like, working on a plan to

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also, like, extract the best short form written content from

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that as well, because you can't, like, this goes back to my point of, like,

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hey, if you're a podcaster, if you're a youtuber, heck, even

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if, like, you're an author, authors are a little tricky because authors

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have lots of feelings. Perfectly valid.

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I have a lot of feelings. So I'm not saying that's a big. Authors

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have a very high bar of what they want writing to be, which I

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understand you're a writer, but newsletter writing, little

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different than book writing. And I was like, when we

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have to help ourselves get out of our own way when it comes to the

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micromanaging of distribution, because the benefit

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of. I've seen this twice in the past

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few months of, like, the sheer volume of content

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that it takes now to break through. I used to

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think weekly was enough. I used to think daily. That's.

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I mean, depending on the channel. Let's take social

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particularly. And even, like, written social. I think

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Hormozi said that I'd have to look it up. We'll put it in the show

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notes. The number of pieces of content that

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Hormozi and his team created in the past twelve to 18

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months is just. It's staggering. Now, it's across all platforms, it's all

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types, but it's. It's staggering. And the one that is maybe a

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little bit more applicable because you can think about, like, oh, Hormozi is rich. He

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talks about how he's rich. He has a big team. Yes, all those things are

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true. True. But I can tell you there's a lot of people with the same

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amount of resources or similar ones, plenty of resources

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to do what Hormozy did. That still don't do it.

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So, taking a step back from that, the one that stood out to me was

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Nick Huber, sweaty startup. And, you know, feel whatever

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you want about Nick as. As a tweeter, but

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it is like. And Nick's. Nick's a buddy. I like Nick

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a lot. So I'll also say that if you go back, I saw like Charlie

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Light, who is an Internet ghostwriter. Charlie

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Light said he shared again, I'll have to go back

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and look for the number. The sheer number of tweets that

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Nick sent before his account really took off. It was

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thousands. It wasn't just posting it

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once a day, not breaking the streak. That's nice. That's where I'm at right

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now, which is an improvement over posting like two or three times a week.

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It's been a year of daily posting now. Good for me. My

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account has also gone from like 9000 to 16,000. So there's something

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there. Yep. But I think that he was like, on

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average, sending like four or five tweets a day. And we're

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all of them bangers. Obviously not. But yeah, it's almost

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like VC Capital. It's almost like venture capital for

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your content. If you put enough out there and it still

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has to be good, quality still has to be high, you have to be interesting,

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you have to like, do all these things. But my guess is, like, I

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can, like, I'm coaching myself here a little bit. I get, I guess

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I know what I say is well founded. It's

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researched, it's things that I've experienced. I'm good at what I do.

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I just need to like. And that's what we're building at. Hey, creator for a

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distribution model is like getting all the things that Tim and

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Daryl and I and Terry, other people on the team talk about that

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we know what we're talking about. And going from one post a day

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to three or four posts a day. But it's not anything that, like

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going back to the mental cognitive overload of it,

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that's not anything that I'm putting up and producing.

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But it's also not something that I'm like, micromanaging either.

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When I've been at my best at both creation

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and distribution, I'm batching the process.

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Like I am bashing the process in a way

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where, and sometimes it's shocking. If I

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just put it on the calendar, I can get

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all the social content, all the podcasting

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stuff in pretty much less than 4

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hours. It could be done. It's a personal way

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to do that. And I have to be better at making that formula

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work because I think that's where people get hung up. I get hung up on

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that sometimes where it's like this task of like, I just need and then I

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sit down to do it and it's like, I put that off all week and

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it took 15 minutes. Like, what am I doing here? Yeah, I mean, I think

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we've talked about this on the Internet before. I've had that same realization, a thing

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that I've put off for a week or more. And then I actually do it.

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It took 30 minutes. So, yeah.

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And, you know, you can, I feel like I went on, I got on my

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soapbox and talked about like these really big concepts of

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flooding the market with your information and like having a team and

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doing all these things. I do think that the way that you

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brought it back right there of saying like, hey, I have

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one show and I have a newsletter and I

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know that I can take the content that I'm making. Maybe it doesn't have to

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be four posts a day and all these different

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video, but I would say if I was doing this all by myself, then I

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would still record the podcast. I would youtubeify the

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podcast as much as possible. And then I would say like, okay,

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each show there are probably three or four newsletters

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in here. I would just kind of go through and I would just break it

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down and that would take time that now

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I've, that I've outsourced. But, you know, you said 4 hours, I, you know,

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I've done this before. I think that's a pretty reasonable estimate. But

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I look at it and say, okay, out of each episode, each episode

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should be two newsletter minimum, probably more like three

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or four. And out of that, if I want

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to, I could make some short form videos, I could have some clip

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videos and I'm going to have enough social posted

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content. Especially because obviously you can post the videos, both

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written and video. I mean, honestly, just

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one, one episode is probably at least two weeks of

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content across all channels. And

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there's, depending on how juicy it is, then

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it could be up to a whole month. And that's just one. If you're doing

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that each week, then we're talking about. And this goes back,

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let's connect it back to, hey, how often should say your

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newsletter be? Or how often you're posting to social or something like

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YouTube? Well, if you're still just recording once a week, which I think is

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great, how can we increase distribution up for that? One thing?

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Can you build up, like say, after we're already

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there, if we want to put forth the effort as a team at hey,

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creator, like I've said, we probably have at least 50 hours of

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content if we wanted to put the system in place and

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we could build up the queue. This is like, really important. You have to build

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up the queue to go to twice a week in

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newsletters or even up to daily. I would say

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for something like a newsletter, if we wanted to go from once

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to twice a week, then I would want to have

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two months of content, at least, probably more like three months already

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batched and scheduled before we started thinking about, like, okay, now

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we're going to start adding in another email

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each week. Makes sense. I mean, I gave that same advice when I was coaching

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some of this morning on podcasting. And he's wanting to start a podcast. And

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it's like, if you're gonna start a podcast, anybody who's started a

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podcast, you gotta have at least four to six of those bad boys baked

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up and ready to go before you think you're gonna, you know, even, even record

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your trailer on that thing and post that out. Because as soon

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as you hit publish on that, you're just gonna take that natural breath of like,

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okay, yeah, I did the thing. Avoidable. And that's not a bad thing.

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But, like, just. No, I think. But I think it's like, be realistic. Like, I

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always felt like, be realistic with your plan. We're so idealistic, you know, with our

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content plans in particular, or, like, what are we going to be able to do?

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And it's like, you know what? Like, let's be, you know, let's take a step

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back. Let's be realistic on what we want to do. You know, when you're talking

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about, like, the scaling of the content and being able to

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figure out which, how much do you even need? That's a huge question. People ask

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me. How much do I need? I was working with, it was a company I

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was working with in Q one. And what we ended up doing was actually

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doing a monthly event, you know, because they were talking

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about, like, do I want to do a podcast? And I said, get your rhythms

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down with a monthly event. When you can do monthly and you can get the

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repurposing and you can start to build your systems

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on something once a month, then you can scale it up, because otherwise

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it's just going to. You're going to be in the exact same place you were

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before, where you're like, I just feel like I'm running on this hamster wheel. I'm

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creating so much stuff. I'm not doing anything with it. And what, you know, you're

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just constantly in reset mode. Yeah. And I think something else that's cool to think

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about. And this is becoming more common even in, like, B

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two b podcasts is like more of the season

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style model. And what seasons can allow you to do is not

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just like set the expectation that you're going to take a little bit of time

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off, that it's not just going to be like content hamster wheel

Speaker:

forever. But another thing that you can do that, you know,

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we've already talked about a couple of times is batching, especially if we're thinking

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about, you know, if you're doing events, maybe if it's not public,

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something like, something like a podcast. Or you can just say like, hey,

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we're going to meet off site or I'm going to clear my schedule for

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two or three days or an entire week and I'm going to do ten, something

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reasonable, like two a day all week. That's ten. That

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is, let's say you get twelve in, well, just in one

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week or say two weeks you've recorded three months worth of

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podcasts. And again, we've talked about how

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if you just take the single event and

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multiply that not just duplicate, not just distribution but

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multiplication of content, then like you actually

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have short form social newsletter content for probably at

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least six months just out of that sprint that you did.

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Yeah, I mean, when I was at metadata, that's what we did with the

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event. Like I used the event as the basis

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to free up my schedule mentally to

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then we started the podcast and started other things off of it. But it was

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like we got consistent out of just twelve

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sessions, four months of content because we marketed it like

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a podcast after the fact and just drew people back into the content

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that was in there. And I think to your point,

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like circles back to like setting expectations with the audience to say

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like we're doing a season and then we're going to deep. Like

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you could set like really good expectations. Like I could see a world where that

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would actually be even more intriguing of we're going to go

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deep on these twelve thing, we're going to do these twelve things for a season

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and then go deep on them for the next, you know, six months. And it's

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like, oh, cool, I get to get really ingrained in this idea, right? And then

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move on to the next thing. It's kind of a, it's, it's really, it could

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be a differentiator for people. Yeah, I think so. And you know,

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it gives, gives people the opportunity

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to kind of like mentally. Like even

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your listeners take a break if you're doing things well.

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And that's like, yeah, I do think like when you talk about

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seasons, it does matter, like, what the quality

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is and if you can get really good at what you're doing, which, yeah, I

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say that it's a very, it's a vague statement. I get

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that. And it's a very subjective statement. Say, like, how good something

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is. But if you're going to go with a season model, then I do think,

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like having a very specific topic or focus rather than just like

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conversational style. That's one of the reasons we decided,

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at least at this point, not to do a seasonal approach to hey, creators,

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because we're not doing like a topical deep dive. I do think that is like

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a thing that is like, very interesting and something you

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do, like we could spend. It's like, hey, for this season, we're going to talk

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all about launches, we're going to talk about marketing, we're going to talk about

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waitlists, we're going to talk about product development. We're going to do all these things.

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So I think about it in the terms of if you were almost going to.

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And Tim, bring up Tim again. Tim and I have even talked

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about some of our podcast and YouTube strategy around that. Now, we may not do

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it like week after week after week after week, but we are thinking about, hey,

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if we were to basically like, approach the podcast

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and the YouTube channel like a course in a sense, and be like,

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hey, if someone like, do we have courses? Yes. Do we have a community

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where you can go through that with other people who are doing the same thing

Speaker:

as you? Yes. But if someone came to the podcast, and especially because,

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like, this is what YouTube is really great at, disco discoverability.

Speaker:

Playlists and YouTube are incredibly powerful and still

Speaker:

underutilized. If someone came to the hey,

Speaker:

creator YouTube channel and were like, hey, here's a playlist of

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like, just go through this playlist and it's part long form

Speaker:

interviews, it's part highlights, it's part like how to clips and

Speaker:

tutorials, you could watch this and pretty much know

Speaker:

how to launch your course again. Like when you think about how people

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get access again, like, there's a course, there's a community, there's coaching, there's all these

Speaker:

other things that you could do. But from a seasonal

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perspective, that's another thing that we might do in the future. But it

Speaker:

is something we're thinking about putting together while it's in

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process. Kind of like building the plane while we're, while we're falling in the

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sky. Before we

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wrap up here, and this has been super fun, I want to

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touch on YouTube because I think it's something in particular. I know in

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b two b. It's underused. And I think for podcasters, it's

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still underused. I haven't done it yet. It's been literally on my list for.

Speaker:

Since I started the show. And it's like, do I do one more thing? I'm

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so intrigued on how to think about YouTube. I know you've been doing YouTube

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for years on your own, and now the hate creator stuff. So I'm

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curious. Even if you don't have a podcast, like, if you're doing events, if

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you're doing webinars, I think there's a way to frame them

Speaker:

up to be able to cut them up for YouTube. But I'm curious. Maybe talk

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to me through a little bit. Coach me now. Right? Like, I've got this podcast.

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I've done nothing on YouTube with this thing. Like, what the heck do I do

Speaker:

with it? Yeah, I mean, I think you just apply your own framework to it.

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Yeah, I think with a lot of these things, especially who, people who have been

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in content, who have been in kind of this world for a

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while. I think once you think about it a little

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bit more, you realize, okay, I kind of know how to do this, but, like,

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let's just approach it from the perspective. Like, if you were to put this. If

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this interview that we were doing was going to be a podcast show,

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like, or be a YouTube show also, well, good news. We're already

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on video, so you've already got all these videos that you can put

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on YouTube. And I would like, just think about it. Like, if

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you went back through, like, the show notes or the transcripts or the timestamps and

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thought about, okay, first, just put the show on there.

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Okay, there are other things talk about. And I'll just say one more time, you

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need to have Tim on this. Like, Tim will get on here and he'll coach.

Speaker:

He'll coach you up and he'll. He'll help. He's actually, like, he's doing

Speaker:

a whole series in the hey, creator community on content multiplication

Speaker:

and distribution. So, like, this is, this is high on his mind right

Speaker:

now. So. But you just put the. Let's just say the raw

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podcast goes in. It's episode dot, dot, dot of

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distribution first. And here's the whole thing with Matt. As you're

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going through it, like, in post production and editing, you're thinking,

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like, okay, there are. So that's, like, that's one video. And

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then, like, what you go through in post production is saying, like, okay, there are

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like, these three places where Matt and

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I were really on fire. And, like, these are like, it was very

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helpful and very clear. Those become

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seven to eight, five to ten minute clips. So what

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we do is on Tuesdays, the full episode comes

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out on Thursday. And Saturday is when the

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five to ten minute short clip comes out. Same

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episode. We could chop them up and say, like, it doesn't

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have to, like, be that, you know, the same episode. But let's just say Tuesday

Speaker:

and Thursday, the shorter clip comes out. I mean, it's

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still free YouTube standards. It's not like vertical short form video.

Speaker:

Yeah, yeah. Segment. And then look for those moments

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even more granular than that. What's the short form

Speaker:

video? I would still personally, if Tim wasn't

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doing the short form video, I personally would not do it. Or I would hire

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someone like Tim to do it. If it was just me and I was

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doing it the way that I described to you, then I would say,

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beginning of the week, post the full episode, and then

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two more at least once so that you hit that. It still matters.

Speaker:

It still helps with YouTube to post multiple times a week. I'll say that.

Speaker:

But again, like, that doesn't mean you have to create something unique every

Speaker:

single week, every single post. So that's what I

Speaker:

would do. I like that. And I've got, like you said, like, at

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this point, oh, my gosh, Matt, I've got hundreds of hours of

Speaker:

videos. What would, like, let's say I'm like, all right,

Speaker:

cute. How many episodes do you have? What episode is this?

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60. 60 something.

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You've already got your first year of YouTube content. Now, again, like, we've talked

Speaker:

about, like, that doesn't mean you just throw it out there. I mean, I guess

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it could more effective than not, but, like,

Speaker:

I want to continue to acknowledge that it takes focus, it

Speaker:

takes effort, it takes a mental load

Speaker:

to, like, take the 60 episodes that you have and actually like, okay, well,

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you know, I'm going to download them. I'm gonna, oh, I

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know. I'm gonna, like, upload. I gotta write, do the descriptions,

Speaker:

do the titles, do the, like that thumbnail. What do I do for

Speaker:

an end screen? When am I gonna put, like, these are all real.

Speaker:

Like, they're simple, they're easy, they're time

Speaker:

consuming. And you get like, this is one of the, this is one little, like,

Speaker:

little extra soapbox moment that I have is

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we've been not necessarily tricked,

Speaker:

but I know, I'm guessing you, I'll just speak for myself,

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that we've been fed this

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belief, not gonna say it's a lie. We've been fed this belief that

Speaker:

anything that isn't, like, the highest leverage use of our time is

Speaker:

beneath our doing. And I do think that there's

Speaker:

some, and we get stuck in that, and I do think there's some truth to

Speaker:

it. I don't want to be on, like, the creator ranking is just like,

Speaker:

I'm upload, import, thumbnail title. Those are really important,

Speaker:

by the way. Just sort of all those things. And I'm like, I could pay

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somebody to do this, and maybe I should, but the fact that I'm like,

Speaker:

ah. And sometimes it's true. There are other more important things that

Speaker:

I could be doing with my time. Or like, I'll also say I could be

Speaker:

spending time with my kids. I could be exercising. I could be reading a book.

Speaker:

Not just more higher leverage uses of my business time, but more

Speaker:

exciting things that I want to do. But if we look at it and

Speaker:

say, me not being able to do what my friend k, he

Speaker:

calls, like, the $10 an hour work, the $100 an hour work, because

Speaker:

I'm like, oh, I'm $1,000 an hour guy. I'm

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$10,000 a day guy, then there

Speaker:

are so many things that won't happen, especially from a distribution

Speaker:

perspective, because either two things, you think they're beneath you,

Speaker:

and if you think they're beneath you, that's fine. But you micromanage the

Speaker:

hell out of people who are trying to do it for you.

Speaker:

And things that could get done, that should get done, don't get

Speaker:

done. So. Okay, that's. Maybe that could be a clip. That was. I

Speaker:

don't know. Maybe not. That's a clip. Absolutely. Absolutely.

Speaker:

Yeah, I'm with you. I'm with you. It's. It is.

Speaker:

Like, especially if you're an entrepreneur,

Speaker:

solopreneur. Like, you know, like, even, even maybe if you're

Speaker:

upper, upper level, in, in house, like, right. Like, this is not what I

Speaker:

should be doing. Got to prioritize what you do. Yeah, you

Speaker:

do. Got to prioritize what you do, and you should be leveraging your

Speaker:

time. But, like, that goes kind of back to the,

Speaker:

either need to be willing to hire, you either need to do it or you

Speaker:

need to hire for it. And if you hire for it, you got to let

Speaker:

give people training, but you got to let them do their jobs, especially if you're

Speaker:

hiring an expert or someone who you're paying more than

Speaker:

offshore. Nothing wrong with hiring offshore talent. It's something I'm

Speaker:

looking at a lot more. But if you're not hiring someone that you're like, oh,

Speaker:

this person's cheap, I can get them to do whatever I want and I can

Speaker:

be upset at them. If you're hiring someone that our

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newsletter services $3,000 a month. If you're paying my

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writers and me $3,000 and

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you're going to try and micromanage us, well, everything's going to be

Speaker:

good. What are you paying me for? If you just want to give

Speaker:

yourself, like, an editor's job, you gave me the writer's job

Speaker:

so that you can be, like, the editor manager job. Just let it

Speaker:

go. Let it go and let me send you newsletters. Let

Speaker:

me make you content that's going to make you money and make your fans happy

Speaker:

because you don't write, they won't notice that. It doesn't sound like

Speaker:

you. Nothing sounds like you. You don't write. You talk on a podcast.

Speaker:

I talk on a podcast. Yep. Nothing wrong with that.

Speaker:

So I'm with you. I'm with you. Yeah. Even the.

Speaker:

Well, honestly, like, some of my best client work, they

Speaker:

trust me to run with it. Right? Like, we've got this blog content, we need

Speaker:

it repurposed. And we got this webinar content, we need it repurposed.

Speaker:

They, they, in that case, you know, they're hiring me because

Speaker:

they are. They've experienced a bottleneck and they, you know, yeah,

Speaker:

you are. Thankfully, if you're hiring

Speaker:

at a premium, then you have to let them do their

Speaker:

thing. And especially from a distribution perspective, you have

Speaker:

to let them do their thing. If they're doing their thing and you don't

Speaker:

end up liking it and, you know, the, like, back and forth, like

Speaker:

week to week or month to month, not day to day feedback isn't going the

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way that you want, then you can just fire them. Like, you can fire me.

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It is fine. But if you hire experts, you need to

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let them, like, do their thing. And I can, you know, this would be

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an assumption, but, like, at that point, it's just like I, you know,

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I would just rather be fired and go get, you know, another client who

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wants the work done without the micro. You know what I mean? Like, it's just

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easier at that point. Yeah, exactly. Yeah, no, I'm with you, man. This is awesome.

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I don't, I don't want to keep going on, like, getting on my soapbox about

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things that I'm not even sure are related. No, it's

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great. I got one. I got one final question. Go. Go back to YouTube here.

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Selfishly, because I do have 60 episodes of this thing. What

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would your suggestion be? Right. Like, what would you. I've got, like, do I

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upload a few of the older episodes I've got. Because I've got old episodes and

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I got new episodes coming out all the time. What do. What do I do

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with this stuff? Yeah, I would start with,

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say, what are your ten best

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prior episodes, whether, you know, through the metrics

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of the show itself? Like, these are the ones. I would think about it

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two ways. These are the most popular that people have responded to,

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and then these are the most important because, you know, as, as we know, unfortunately,

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sometimes the most important things aren't always the most popular things, but you still

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gotta, like, establish your. Establish your story, your vision,

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talk about why you do what you do. Especially, like, if there's. I would say,

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like, when we were doing this, if there's something where we're talking about our newsletter

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agency, like, that's important. Or we're talking about the community that's important

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for people to, like, see, like, oh, like, it may not have as many views,

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but if, like, the title and the thumbnail, especially on YouTube, are compelling, I'd be

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like, oh, well, I mean, I don't really care that it only has 100

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views. I need a newsletter service. I want to join a

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community. So I would, like, think about episodes

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first, full episodes first, because that'll just be easier. You don't have to

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edit, like, let's just say you don't have to look for clips or pull those

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out and put up ten, probably week after

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week for now. Like, just queue them up, batch them. Up,

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schedule them out ten at a time. Or one. No, like one

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per week for, like, ten weeks. Okay. Basically. Okay. Or say, like

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two per week for five weeks, whatever. I would just say one per week for

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ten weeks. But make it a combination of what your most popular and most important,

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and then you can keep going into what I think about now. Like,

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especially with the newsletter. The newsletter we're doing now for, hey, creator, I know

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this isn't YouTube, but we're using podcast content

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because it's more podcast YouTube content for us because it's more

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relevant. But if we ever get stuck or we ever get behind a little

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bit, that's where we go to, like, hey, we have 20 hours of summit content

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just, like, sitting, sitting in our back pocket. Like, I'm about to

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go on paternity. I'm about to take a month off

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because we're having another child kick grass, man. We're

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far enough ahead, but if something, what I want

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to do is get another month ahead so that when I come back from work,

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it's not like, hey, we used up our buffer and now it's

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time. Next Tuesday, there's got to be an email going like, hey,

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let's just use summit content to create

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any additional podcast stuff that we need and any additional

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newsletter stuff. Like, I don't personally want to look at the

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YouTube channel or the newsletter

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until the first week of August, and we're going to be able to do

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that. Love that. And I think that, I mean, man, that's like, we could even

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go way deeper on that, but I think that's something too. Like, you've got

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this archive, like, we started talking about kind of, oh, it can be

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overwhelming to have this archive. And I think it's like, in a lot of ways

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it's a blessing because when you get in that crunch or you have

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this big initiative at work or you've got to take time off, you've

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got a repository to go back to and to pull from. I mean, I

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did this at the end of the year. I wrote about it in a newsletter

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a couple weeks ago. End of the year was, you know, it's just like, man,

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December's draining. Like, I don't want to record any new show. I took all

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the best episodes from the year

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and uploaded them back in as best of

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2023. Matt. It was the second best month of

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the year. Play the hits. Play the hits.

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Absolutely. It was like, it was unbelievable.

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I was like, old subscribers loved them. Because they were the hits

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and new subscribers love them because they're like, I haven't heard this before. This is

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great. Yep. It's like, oh, man. Yeah, that episode, like, I have it because that's

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the thing, is like, it's so easy to fall in the trap of, like, yeah,

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you know, they've heard that and it's like, well, yeah, they heard it eight months

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ago. Yeah, yeah, it's so. I think,

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like, that's a, that's such a great way to think about content.

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And just like, I've got this library, it's great content. And again, if

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you're thinking about as you're creating this stuff and it's on brand,

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it's a new pov, it's got, you know, all those things is touching

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messages. You can grab anything from that. Hey, creator. Literally

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anything, probably from that. Hey, and it's going to work. Yeah.

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That's the beauty of it. That's the beauty of it. Matt. Super fun to have

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you on, dude. We'll, we're going to make it. We're going to make it three

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at some point here because I just always have a blast chatting with you. So

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we'll go ding ding, round three at some point. But it was great. Yeah, love

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the podcast, love the community that you built and what you put out. So,

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yeah, excited, excited to see more. Thanks for having me. And yeah, we'll do it

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again. Awesome. Thanks, Scott.

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All right, I hope you enjoyed this episode of Distribution first,

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and thank you for listening all the way through. I appreciate you so,

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so much and I hope you're able to apply what you learned in this

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episode one way or another into your content strategy as

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well. Speaking of strategy, we have a lot of things going on this year that

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are going to help you build your brand, ten x your content and

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transform the way you do content marketing. Make sure to subscribe

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to the show and sign up for my newsletter at Justinsimon Co.

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So you don't miss a thing. I look forward to serving you in the next

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episode as well. And until then, take care and I'll see you next time.