Ask The Expert: Content Syndication and Maximizing Exposure with The Biz Bros

This is amplify you the podcast about you discovering your message and broadcasting it to the world. If you're a coach, author or speaker, you'll want to tune in. If you're looking for the best return on your time investment. To get your message out to the world in a bigger weight, we're giving you full access behind the scenes look of how we're running our podcasts, how our clients have found success, and what you can do to launch your podcast today. The world needs your message. I'm Michelle Abraham the house. Join my family as we unleash your unique genius and find the connections you need to launch your venture today. Join us and let's get amplified. Hello, hello amplify your family Michelle Abraham here your host. And have I got a treat for you today. I am super excited. I'm going to say hi to I guess first we have Louis St. Louis, the biz bros on our show today. So hey, guys, how are you? What's up, Michelle, thank you for having us on your show. We're extremely excited. Yeah, thank you so much for having us here. You're welcome. Well, thanks for being here. I love love these guys so much. They have so much energy I was on their show with Evans a few weeks ago, I was so much fun, just laughed the whole time. And so let me tell you a little bit more about these guys, and why they're so amazing at what they do. So both of these guys, obviously their brothers. And together, they have been helping companies like orange theory, Red Bull, property management companies, CSI companies, different theory, University of Florida, oh my gosh, so many different companies with their content. So they really want to help you find the correct messaging consistent and content structure. And that is just the beginning of frictionless sales is what they say. I love it. So they work with podcasters and YouTubers and show them how to take their content in the long form like how we are recording right now. And chop it all up and turn it into bite sized value packed cash generating assets, so that we can maximize our efforts and multiply our our message and our impact into the world. So guys, what you do is absolutely amazing. I totally love what you're up to. I'm so glad you're here with us today. Hey, Michelle, thank you so much. Yeah. Jason, Mike, how are we done? Well, that's crazy. I'm pretty cool. We can we have an introduction, please. Thank you so much. So cool. So now you guys also have a podcast, which is content with profit, right?

Yes. We had this incredible artwork out here from one of our incredible customers and partners, Donna and Emily, they sent us this was the name of the show contents profit and the how it started is super, super fun. We can get into it a little bit later. But it's on that quest right of finding that frictionless cell and we interviewed people like you and Alan's right like that, that have incredible value in the marketplace and, and share all the secrets.

Because our audience are podcasters or people thinking about podcasting. What's been the best thing for you guys to starting your podcast. Oh, how long do we have?

So, you know, when I'm gonna back up two years, right? Two years ago, we actually started we tried to start a podcast, we were like, okay, we, we know we need a packages because we'd need content right at that point. That message that we were receiving from the Guru's quote unquote, gurus, right? Was the you need to publish, you need to be out there. And we saw podcasting as a as a viable option as a cool option more like it right. So we invested in some equipment, we already had a few cameras of a few things. And we started recording what we had so much pressure, so much friction on the process, that we ended up just recording five episodes. We never edited any of the five episodes, and we never publish them. Right. But also, we did not have a goal in mind. We did not have any clarity of why were we doing a podcast, right? So fast forward till March 2020. That's when we started content is profit. And it actually came out of a difficult situation. We were working with a lot of brick and mortars here in town. And when they had to close because of quarantine, they called and they said hey, guess what? Bye bye. Where they go? No, what are we gonna do now? And my brother here he panicked a little bit more than than I did. And I told him go for a walk. Let's think about it. What can we do? So when he came back, we started talking, and we realize for a time now we were like, well, we didn't really want to work that much longer with this brick and mortar customers. Right? So this is the perfect time, you know, to change directions. And we've been talking about starting a podcast now for a while now. Right? We even traded about a year back. So what about We started by guests, but this time, the goal was to connect with decision makers, right people that could offer value not just to the audience, but people that it could be a beneficial relationship with, you know, in terms of content momentum, the service that we provide. And the first 20 episodes, it was just my brother and I, I just doing it just getting the hang of it. What is it to talk to the mic to the camera, there's a few elements here and there that I'm leaving out, just because for the sake of time, but we slowly saw that we could use the platform as a very, very, very powerful vehicle to connect with very powerful people. So we started inviting those people into the show. And now we have yesterday we recorded Episode 181. Right? We started doing the interviews in Episode 20. So that means we've done probably over 150 interviews with incredible entrepreneurs, right? You, for example, and Evans, one of those examples, and it has been a game changer for us, because we literally, we rebuild the business, right. And we managed to scale the business to that point, it was just my brother and I now we have a team of eight. Right now we have a solid business with systems processes, right? We have super important connections in marketplace that we can reach out to, and more than connections, those people become friends, which is amazing.

Yeah, I love what you guys are doing. Because you know, there's so many people out there, like you when they were told by the group grow there and polish and do something. And we're seeing a lot of those people that went out there and started and now they've stopped. And they're regrouping and now they're ready to relaunch. And now they're ready. They've got more. So we're here. Do you said is that the difference between the first one and second podcast? Is that you how we were more clear on your messaging, and who you were speaking to. And you had kind of like a goal in mind that you are going somewhere with this show. And it was first intent and purpose, right?

So yes, number one, yes. And second is on the first time that we tried to do the show, right. And at that point he was it wasn't even called content is profit. It was called Bruce and Bros. Yeah. So you know, you get an idea of what type of podcast we were about to do.

Yeah, we, we published three times a week, so we would have been alcoholics by now. Yeah,

I'm glad that one didn't work out. I'm glad that one didn't work, because that reason. But also, the reason is, I guess we did have lack of clarity. But at the same time, we just put so much friction in their recording process, the providers because the production aspect at that point, I was kind of like managing the production side of things. And I have somewhat of a perfectionist personality, which I've been working on, right. And at that point I was I wanted it to be awesome. We had two different cameras, different views, right, actually three cameras, different views. That allied the setup, it would, it would just take us one hour to set up to start recording. And then when we're recording, guess what the cameras that we had, they had their DSLRs. So for those that are familiar with that they have 20 minute timers, you can only record for 20 minutes, and our episodes were longer than 20 minutes. So every 20 minutes, we will have to get up and restart the camera, which creates a lot of pain when it comes to editing. And if we will make an audio mistake, right speaking or whatever, is what we will be like nope, does not good enough to start over from the so much friction, so much friction, right? Like so. Are you? Yeah. Yeah, we immediately got super turned off by for to do that. And, you know, fast forward, one of the things that we decided to do with content is profit. To get rid of that perfectionism is we're gonna go live by we're going to do this live, if we made mistakes, will embrace them, we'll deal with them is going to be part of the process. So that was huge for us when it came to, you know, gaining momentum and consistency with content is probably just yesterday, right?

We were going through some information. I think there's about 2 million podcasts right now in the world, right and about 90% of the people that start at you know, after seven episodes are like I'm done like this is not something that I really want to do right so when we first start as content producers, right um, call it you know, podcasts, call it video podcasts, call it YouTube channel, whatever the the the output is right? There's going to be an initial face to it. Sometimes we compare ourselves to the top producers in the industry, right? Like, we're huge followers of YouTube, right? So we love We love the platform. We learn a ton from it. And there's this creator called Mr. Beast. And this guy is the fastest the rising YouTube person right out there he was he gives away a ton of money. He has incredible

resources and cars and like crazy things. Yeah,

exactly. Right. But, but at the same time, what we don't see is how hard this kid has worked, right? He's been publishing videos three times a week, at least, for the last 10 years right now more than ever, right? And he's 10 years of doing that, right. So at the very beginning, when we first start doing it, we're like, man, we felt the weight, right, not only on the show, but also, you know, on the 45 live challenge that we did about day 10 people are like, man, like, what is it? Right? So it's like, what is that one thing that's actually going to push, push us forward to for execution. So on one side, we got to diminish the friction to produce the show. So what is friction for you for us was editing was standing up and clicking on the camera, right was was creating the setup. So it's like, how can we minimize the friction before we go live? Sounds good? Do we have the space to create a set that stays? As I said, sweet? Yes, we do. Okay, do we have tools in place where we can leverage that and buy tools? It's not just these mics, but it could be your phone, it could be the mic on your camera on your on your computer? Right. So how can we diminish that for execution? And then the second part is, how can I actually stay consistent and unmotivated for execution right now, we don't really like they were motivation, but like, how can I continue to execute? Sounds good for us, was the value of the relationship with the person that we were connecting with, right? Because not only we're learning from them, where we're creating connections, strategic relationships, and at the end of the day, it can create business for us as well. So that was motivation enough to continue to do it. And you know, 180 episodes later here, we are not no signs off top of stopping.

Yeah, I love that. You know, it's one of those things that Evans and I talk about all the time in our coaching. Our clients on podcasting is that relationships that you build with the people? I mean, so many people are, like, so focused on downloads and numbers and like, no, like, focus on the relationships of the people that you're bringing on your show. So tell us a little bit about like, what how has that impacted your business this year, with those relationships of those 180 interviews that you've done?

It saved the business, like, as simple as that, right? Like, we lost, like fancy, say, 80% of it. And not only that, right, like, but the amount of value that we get in Personally, I mean, the other day, we're like, hey, this could be because we're, you know, we're marketers, this could be a good headline for, you know, whatever we're producing, right? It's like, how do we get $100,000 worth of advice for free while making money, right? And you're like, what, like, and you know, that's super, you know, revenue driven that headline, but at the end of the day, right, like, the incredible value that we're able to share, not only with us, but with the people that actually tune into the show is incredible, everybody, you know, we crafted the show, so there's an action point. So if people are actually paying attention and executing, they're going to get results just by listening to that incredible personal talk with just, you know, just like you guys did, right. And he literally saved the business because we've been able to have incredible partnerships, people that connected us with the right client, right, that right person that stays with us to the longest that he was, he gave us resources to be able to hire a team that we didn't have before. He gave us resources to meet the people, so we can actually train that team and learn the processes and so on. And he has been an incredible experience over the last year. So yeah, the sky's the limit, like the platform itself opens so many doors.

Yeah. And I was like those four come before recording conversations and after recording conversations are so important to like, I mean, the three of us came up with at least three business ideas before we press record today, right? We're talking about mobile, mobile studio recording studios retreats where we can get your content done all sorts of different business ideas like so like there was I like the relationship building times I you know, I think they're so important in a podcast experience with that your guests and stuff and it's so cool to like, you know, it's like and also like you're coming and getting some like free coaching like so much like really getting to like your your title that you guys came up with this perfect like it's exactly what you're getting from, from having such incredible people on your show. Like I'm having so much fun with you guys today. So, so much great. This is so so many great takeaways for our audience who are thinking about maybe doing a podcast or are just starting a podcast and maybe thinking that this is a lot of work and if you're thinking this is a lot of work that's the time that you need to start calling you some help in in some getting some some horse in like and then you know having someone else do the editing you don't need to learn editing if you're a thought leader, author coach speaker a yearning or genius zone when you're producing that content. And so hiring someone like amplify you or someone like the could the biz bros who are going to do your take your content in just a week, a crazy amount of content and from it is where you need to have the health right now. So let's talk about your guy's process for helping content creators. So content creators create and create and create and create, and we love what we end up with a lot of content, and maybe not all of it is useful. How do you help those content creators get, like, specific about what they're creating right from the beginning? And then what's the end? What's the output? Yeah,

yeah, yeah, sure. That's the first, that's a great question. Um, I'm gonna pre phrase this with the perfectionist mindset that I used to carry along with me, right. And I thought, every piece of content that I put out there, it had to be perfect, right, it had to resonate with everybody. Then, as passed one by I decided I swung by last time when passed. I don't know now I got confused, or English is not very good. or English is confused sometimes. But it's all good. So as time went by, I guess that's the expression, there we go. I pretty much started to focus on just what I just want to be comfortable being in front of the camera and sharing my message. And what if I take the extrovert approach to this whole thing? So what is the extrovert approach? Right? Well, everybody has that one friend that you go, they go to parties, and they start talking to everybody, right? And you know, they get lucky or whatever, right? They get the most amount of opportunities. Why? Why is that? Well, simply because they're putting themselves in front of more opportunities than somebody that is not taking any sort of action. So for us, it became a matter of, well, let's put herself in front of more opportunities. Instead of doing the podcast once a week, what if we do it three times a week? Right, that sort of things. So for us, it was in about what is that perfect content? But what are the amount of opportunities we can get in front of that we can test her message to find that winning message and then double down on that message. Right? So we always say to people have conversations, right? Have a lot of conversations with it with your audience, what are their pains, like? You can sit all day long, and you can write on a whiteboard? Why do you think the pains of the people that you're trying to serve are, but at the end of the day, until they don't tell you what those pains are? You don't know what 100% right is just gonna be assumptions all the time. So the lesson started there, right? We decided to take this approach of, Okay, we're gonna test message, we're gonna have lots of conversations. And then we're gonna double down on the message that works. Now, after that, now we're thinking, how can we maximize our effort, we're putting so much effort into creating these incredible conversations, getting our guests on board, having the conversations added in the podcast, right? And we want this to have a great reach. We want this to get as many eyeballs as we can, right, let's leverage this content. So what we set out to do was, can we create a process? Can we create a system a machine that we put the particles in, and on the other side, we get lots of how you call them cash generating acids, that we can use all over social media to gather new attention, right, or existing attention and just retain that attention? So that's how the M to M started, right? We were okay, we have this one hour of content, how can we turn it into a lot of pieces of content that we can share on the social media that were active, right? We're active on Facebook, Instagram, LinkedIn, ad these brosco, shameless blog, rather go follow those guys. So that's what we set out to do. Right, and we created a process at first, it was mainly myself editing. And I would, you know, be looking for the marketing specific, what we call golden boulders, within the episodes, those things that you know, would make people turn their heads or stop their scrolling to listen to it a little bit more. What is that? You know, normal, people call it golden nuggets, but again, the golden boulders that are gonna catch people's attention. And once we have those, then we have an editing flow, that we have to turn that into all these different type of assets. Something cool that started to happen was we started, obviously, with zero audience, right?

There's like, nobody knew who the base rows were like, We didn't reach out to get new connections. He was really challenging right at the very beginning, in that sense, like, Well, how do we actually do that? And the fact that the show gave us the, I guess we'll call it the excuse to go out and do this and create these relationships. I'm like, Huh, how do we how do we leveraging so what happens was with the distribution Right, because promotion and being out there top of funnel, making sure that our content is being seen every single day, right? Not only by our guests, but by the people that kind of follow. Our story is very important, right? So we're like, okay, so if we put X amount of pieces out, the outcome is positive, that counts grow, we get more conversations, we get more connections, the feedback has been great. Sounds good. What if we put more content out there. And we have the capacity and the resources to do it. more of that started to happen. And then what happens is, the audience got to a level where we started getting feedback of Hey, guys, we want more of you. We want you know, we want to be a part of the 45 live challenge that you guys talk about all the time. So we had about 100 people in the first challenge that we ever did. I was like, what, this is insane, right? Less than a year before we started the show, right from that was feedback from the audience. And we're like, okay, they're telling us exactly what they want, which is so valuable, right? Because then he gives us we're not guessing is, this is on the offer side of things, right? It allows us to pinpoint exactly what they want, and how can we help them. And then the delivery is so much more powerful, because we're actually helping them with the things that they wanted to do. Right. So now the next request was, hey, we want to be part of our community. Sounds good. Let's, we're launching our Facebook group, right? So we can all hang out together and learn and learn from each other and connect and create that incredible content is profit and quantum momentum family, right? Because he has been something that's been coming from, from the audience that they want to connect, and then now the game is okay, how can we continue right with the output of content that goes out? How can we learn from the audience what we're doing in the community, and then integrate everything, and that's where the game starts to be really fun. Because now we we actually see like, okay, we're actually delivering value that like we were, this was just not on our heads is actually happening, right. And the cool thing is, like we saw it, we rather than we'd like started executing, and then just by listening to what's happening, right. It's it, we get those results. Now, the common question is, well, the accounts are growing the followers and we had a conversation the other day with the with somebody, and we're like, that comes with time and with consistency, right. So that's why we need to be very aware of the people that are like, closest to us, so we can help them, right. Because as we publish, as we put our message out there consistently, everything else is going to grow, right, we're going to grab attention, people are going to resonate with the message, and then they're going to follow, and then after they follow, they're going to see the message. And after they see a message and they resonate, they're going to join the community. And after that they This is the path, right? There's going to be obviously more direct ways to get in contact with people. But as far as the the system, if it runs automatically, without any friction from us, right? We're not the bottleneck anymore. And that's so important that you know, what you mentioned is like, Hey, you know, this is why you hire a team. This is why you hired somebody to help you out. And it took us years to understand that. So, you know, please learn from our experience. And you know, if you if you're able to do it, please go ahead and do it.

I think that's really and there's a couple things you guys said there was one is that you're listening to the audience. So how is the audience interacting and telling you those things? Is it by comments on the social media? Or is it another way that they're actually telling you that?

Yeah, we comments is one, we encourage everybody to send those DMS right, we jump on conversations with them. So, you know, on on the on the show itself, we've had calls with people were like, Hey, you know, we are looking for five people to talk about this. What do you think, right? And people respond, and they're like, sounds good. We jumped. I remember the first time that we did 45 Live, it was 45 days straight off. Just Facebook Lives. This is way before the show, right? One day, we're like, hey, let's test an offer. Let's see what happens. Right? And, and everything's like before that was just telling us stories. I mean, hey, if you want to connect, here's my dm, send me a DM, right. But that day was like, let's just do like a straight offer, as in, hey, we're looking for five people to connect and learn from and this is what we're looking for. Right? Well, we got more than 20 responses that day, like, hey, I want to talk I want to talk about that. Exactly. Right. And that was an incredible market research exercise, right? Because we were able to jump on a call with 20 people build that relationship, we learn a lot from what they were like struggling with on content. And that was like really the base of what came next we're like when people are struggling with consistency people are struggling with. They don't have their own frameworks, right? People are struggling with shiny object syndrome. Right, right. So the message like all these things, and we're like, hey, look at all these pieces. Right. And now, fast forward a few months, you know, we've been able to develop a few frameworks. One of them is a publishing pyramid, which tackles all of these things, because of our own experience going through it, right. So that's the other thing as you publish, you're gonna start coming up with your own frameworks on how you see the world of how you see your business, right? How you been able to achieve those results, and then you're able to share that so now we were able to grab that right? and send it back to them and they're like, Oh, my gosh, so much value. I want to be involved with you guys. How can I learn more? Right? So those are a few of the of the items or the elements right that has helped it. And obviously as you scale your content, you get more resources as all their avenues like you know, pay Hey, dogs are different things that you can, you know, throw towards specific campaigns and offers and as you continue to grow,

yeah, I love that there's just so many opportunities there I think to connect, like you said, connecting with your audience is such a huge thing I think a lot of people miss out on they forget to do or they forget to check in and see, is this resonating? Is this not and you know, sometimes when you're in podcasting, you feel like you're talking to talking to the microphone in the in the camera and nobody else. So it's can be a lonely place sometimes. So by getting the feedback, I think that's really fantastic. And it's such a great idea and getting on the phone with them, especially offering them they love talking to you. Like I remember being such a podcast listener, that if the hostess, I guess was gonna call me like, heck yeah, like I would like feel like I know them already. Right. So those are really great strategies, really great ideas. So now do you guys to some flattening in the before you record to know that you'll get enough nuggets or boulders, golden boulders, I love that you said that I call them boulders because there's so much bigger than golden nuggets. The output at the end? And so like, Are you looking for certain kind of, you know, you know, like four or five nuggets over here to then get your 10 kind of output videos over here? Or what's the what's the suicide strategy around that if you're allowed to say?

Yeah, of course. So. So something that we use for maximizing our output. As part of our process, we call it content maps, right? So we know in advance exactly what the output is that we're going to get from each episode. Right? That is just said, we plan we invested our time and created that way in advance. So it's always like that now, for the product as it has evolved, obviously since episode one. But we wanted a podcast that was more conversational, just because of we didn't want that perception of the audience to be read. And this is just psychology here, we didn't want people to perceive or status way lower than our guest right away wanted to put herself bar on par with our guests. So we wanted it to look as a conversation now. Does it have a structure? Yes. When we started, we had the Epiphany bridge questions actually. And you know, because that is that is proven already to make people have emotional reaction to stories to a journey, right to see the achievements and change your beliefs. So we're like, okay, we're gonna have the Epiphany bridge script, read there, the store the questions, and we're gonna go kind of like one by one. But as they speak, if we have comments, we're obviously gonna share them, we're going to share or points of views. And we wanted to make it a conversation, not just an interview. So that's how we started now. We, as it evolve, right, we have this document, we and we just so you know, we spend probably about 15 to 30 minutes, preparing for each interview, right? We are pretty familiar with the guests just because we've seen their content, we know who they are. But as preparing for the episode, we have a structure, we again, we have this batch board that all we get to do is pretty much fill in the blanks is part of the process, the system that we have in place. Now. We usually start with the first question of the Epiphany bridge story at this point, which is we want to know who you are, what is your backstory, right? Not just for yourself, but for the audience as well so they can get to know you. And then we just go curiosity based conversation, because usually that story starts triggering so many questions in our minds. And if those questions are being triggered, in our mind, possibly there's a big, big possibility, those same questions are being triggered in your audience mind, right. So we want to have this conversation. So let's say, you know, we were talking to you guys, and you were talking about finding somebody to work with. Well, I'm curious, what was the challenge of starting a business with somebody else? Because as well, when I started working with my brother, even though we were living together for years, at this point, there were challenges right and, and that made the conversation evolves. And then obviously we have a goal with a conversation where do we want to take this conversation to, and we get the conversation all the way towards there. The The interesting thing is, there's always a golden boulders, if you have a I'm gonna say if you have a good guest ride, that they know their message, they know what they're sharing, they're gonna drop those golden folders, right? Um, also, don't be afraid of asking deeper question. All right, don't be afraid to ask why multiple times go to those deeper layers because that's when they're going to open up and they're going to share again, those golden boulders. For example, yesterday, we had the Vaughn brown in the podcast, he is the emcee for funnel hiking live. That's I feel like what most people know him for, but he was actually the number one emcee of live events in the world in 2019. I think that's what he mentioned. It's been running events for a Tony Robbins. Russell Brunson right, like incredible personality, incredible. And we started talking, right. And we noticed that in his content, he started publishing more. He's been actually a digital marketing, digital marketer for over 10 years, right, a two comma club award, like this guy is insane. But most people just know him as the MC. So we started digging there. And he got to a point of the conversation that he was like, hey, I've actually never shared this in a podcast before. But I would like to share it here today, right? And I don't want to spoil the surprise, right? I'm gonna use this little hook in there. Go check out the episode and content is profit is coming out in week and a half.

Those are the best words to hear right? Anywhere else before?

But yeah, exactly. Those are the best words, you're like, Oh, this is the gold right here. Right? we're digging deep enough. Yeah. And you know, what he shared? was really wise. Yeah, it was very powerful. were like, wow, because he didn't have to be with, honestly with hags or taxes or secrets, it was more to be with what he was feeling on the inside, which resonates so in so many levels with a lot of people. And he just gets you thinking, right? He gets you thinking about Hmm, what if, what if I would do this? Or what if I was in that position or? Right, it just makes us so much more relatable? So again, going back to this structure on how we prepare? Yes, we do have a structure. Because of it, it allows us to now spend extremely crazy amount of hours of research before, right again, that the objective of the podcast, right is how are we turning content into profit? Right? Like that is the objective. So we know we're guiding the conversation in that sense. And sometimes it is mindset, right? Sometimes it's all about mindset. Sometimes it is about marketing principles. So as we are talking to the guest that starts to unfold, and we know exactly where to go on how to finish it operationally with a with a content and like, Where do I actually find those golden boulders? I like to so I can publish, right? Like Fonzie said, there's gonna be many opportunities throughout the episode that that happens, right? So for us, we're very lucky, there's two of us, right? So one can carry the conversation, we have a cheat sheet that we follow through the show, that if something like that resonates, we can completely and you probably saw me taking notes right on my side of things resonate, I will put like, a quick headline or, or the idea and the timestamp. So that indicates our team where those value points are, but for at for an episode, it's probably like 50, or 30. Like is pretty, pretty big, right? So for the team, we've trained them on like, Hey, this is the type of stuff that we're looking for right at it, right. So it has to resonate with the message, right? And then here's a framework on how to do that. So the map is ready as far as like the number of assets and where do we get them, they know the structure of the show where it's like introduction, right? backstory of our character, and then we do a free flow q&a. And then at the end, there's two very specific questions that we ask. And they know that those that the episode is break, it is broken down in that in that framework, so then they it's very easy for them to go in and actually pick those items, because they're probably gonna be signaled by us, right? So for if you're doing it on your own right, a method to do it is, you know, maybe grab the audio, put it into x speed and be like, okay, here's where that golden boulders and normally, you might be able to create the markers. You know, if you have a notepad or something, you can create those markers as you go. And you don't need more than three, four or five, right? Because what we want to do is then multipurpose content into probably different formats, different platforms, and so on, right? And at the end of the day, is can we cost Korea, enough curiosity for people to see that asset? And then go to the full interview, and then get into our world?

So it does take a knowledge on what is your message, right? What is the problem that you're solving for people? Because now that a lot that will allow you to ask the right questions, but also, let's say post recording, you're looking at the show again, and you want to find these golden boulders, you need to find stuff that is relatable, rather, is going to make people stop their scroll, or be more interested in what you're doing. Right. So that is why it's so important to understand your messaging and the pains that you're solving. For example, As we do this for clients, part of it is understanding what is their message and the pains that they're solving and their solutions, right? Because now when we go through their content, we're educated on the market that they're serving. And we can make the right decisions of this golden boulder is way better than the other one, because this one actually talks about the print the main problem that that this person's audience have, right. So there's definitely some marketing principles behind it and education that comes with big and now they're ride golden boulders, but it's a matter of also investing the time in doing so.

I love it. And I love how you use the word Multi Purpose instead of repurposing it's great. Multi Purpose surfacing just sounds so much better. And there is there's a story behind it. I know, right?