How to Create Content That Leads to Buyers | Ep 983

What type of content should you make that makes the most money, not necessarily gets the most reach. And so I've hit grand total three billion impressions last year. We gained over four and a half million subscribers. And we do that making 35,000 pieces of content. And just to give some validity to the Mikey Money part, we did over$106 million in sales in a single weekend at my Oak launch. And a big reason for that was because of the content strategy. And so I want to outline high value, high ROI content strategy, which I think is different than what the vast majority of people are thinking to do. FYI, I'm also going to show you our behind the scenes data of the videos that made the most views, now in public, and more importantly, the videos that made the most money. And guess what? We're not the same. Number one. is we have to answer the question like why do you make hunting to begin with? If you were somebody who makes content to sell as a media company, meaning you want to sell sponsorships and things like that. then you

indirectly want to get buyers because you're getting buyers for your advertisers who are paying you dollars for ad spots, right? But the vast majority of the time advertisers don't know how to appropriately price media. And so they basically just go off of audience and views. And so when that's the case, you are incentivized to just get as many views as possible, because that's the business model. But the vast majority of people who are making content Are not trying to build media businesses. They're usually trying to build businesses and use media as a way to get customers. And so if that's you, then pay attention. So number one, I remember when I had my biggest belief broken around this is there was a girl lady uh who had less than uh five thousand or less than six thousand followers on Instagram. And she was doing over a million dollars a year just from that. And I was like, this is crazy. When I looked at her account, she was getting like nine likes, eighteen likes, twenty likes on a big post. And all she talked about was being a restored dietitian. and how to bill insurance as a registered dietitian. So there's nothing about weight loss, nothing about about the the how to how to be literally just billing. And it was so niche. I was like, how is this making money? But the thing is is that

I can guarantee you that of the five or six thousand people were following her, almost all of them were intro dietitians who are trying to build insurance better, right? And so I decided to put this to the test. And so I've done two tests on this in my career. One I did uh, I think eighteen months ago, where for one quarter we made more top of funnel stuff. Cause the idea was if we make bigger, broader content, we're gonna get more overall people. And then even though it'll be a smaller percentage, it'll be a bigger absolute number. of the people in that bigger net that are gonna be kind of whales or our customers, right? And so after doing that quarter, what was really interesting is that we we broke all of our views records. Uh, and so all the numbers like all the vanity metrics were going up. The problem was book sales were down. Leads were down.

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