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Summary
TLDRIn this video, the speaker emphasizes the importance of authenticity and firsthand experience in content creation to build authority and brand recognition. They share their journey of conducting a case study for their project, illustrating how engaging in real-life activities related to the content can significantly enhance credibility and trustworthiness with Google and the audience. The speaker also advises content creators to choose topics they are genuinely interested in or willing to learn and participate in, and to avoid making excuses, instead finding ways to legitimately embody the subject matter of their content.
Takeaways
- 😀 Building authority for a business requires actively doing the thing you create content about, showcasing real expertise and experience.
- 🏆 The speaker is conducting a case study for their 'Project Double Time' website, emphasizing the importance of driving traffic through various methods.
- 🔑 Branding is about recognition and the feelings and thoughts evoked when people see a company's name, logo, or associated elements.
- 📚 Content creators should aim to provide useful resources that answer specific questions, rather than just targeting keywords for search engine optimization.
- 🚫 The era of content alone making a brand trustworthy is over; a strong online presence and familiarity with the brand are now crucial for Google rankings.
- 🌲 The speaker shares a personal anecdote about filming outdoors to create content based on firsthand experience, emphasizing the value of authenticity.
- 🛠️ Content creators are advised to pick a business or topic they are genuinely interested in and willing to learn about, ensuring they can speak from experience.
- 🤔 Beginners in a field have unique questions that experts often overlook, providing an opportunity for those slightly more advanced to mentor and guide them.
- 🏢 For those already in business, having a legitimate online presence with social media and business listings can enhance trustworthiness and authority.
- 📝 Forming a business entity can provide a level of legitimacy for content creators who prefer not to be personally visible, allowing them to operate under a business name.
- 🎉 The final tip is to have fun with the content creation process, as enjoyment can lead to more authentic and engaging content, which in turn builds trust and authority.
Q & A
What is the main message the speaker is trying to convey about content creation and authority building for a business?
-The speaker emphasizes that to build authority for a business, one must create content about topics they have firsthand experience with, as this authenticity helps in driving organic traffic and building trust with the audience.
What is the speaker's project called, and what is its focus?
-The speaker's project is called 'Project Double Time' and later mentions it might be 'Project Longer Than Normal Time.' It focuses on driving traffic and building authority through content creation related to the speaker's personal experiences and expertise.
Why does the speaker mention Coca-Cola as an example in the script?
-The speaker uses Coca-Cola as an example to illustrate the concept of branding and how it evokes specific feelings and memories, showing the power of brand recognition and association.
What is the problem the speaker identifies in the blogging space?
-The speaker identifies that many content creators focus too much on keyword optimization and ranking, often at the expense of providing genuinely helpful content, which can harm the brand's trustworthiness and authority.
What does the speaker suggest is no longer sufficient for building trust and authority online?
-The speaker suggests that simply writing blog content and showing expertise is no longer enough. A strong online presence and familiarity with the brand are now required for Google to rank websites higher.
Why did the speaker disband the creator studio and writing center?
-The speaker disbanded the creator studio and writing center because the content creators did not have firsthand experience with the topics they were writing about, which made it difficult to provide genuinely helpful and authoritative content.
What advice does the speaker give to content creators who may not have firsthand experience with their topic?
-The speaker advises such content creators to either pick a different business model or topic that they have firsthand experience with, or to start their journey in the niche honestly, sharing their learning process with the audience.
What is the importance of being 'real' or legitimate in content creation according to the speaker?
-Being 'real' or legitimate is important because it adds to the trustworthiness of the content and the brand. Google is looking for websites with actual people or organizations behind them, as opposed to those created by anonymous entities.
What does the speaker suggest as a minimum requirement for a content creator who is not willing to use their home address?
-The speaker suggests using a PO Box as a minimum requirement for a content creator who is not willing to use their home address, to maintain a level of privacy while still appearing legitimate.
What is the final tip the speaker gives for content creators?
-The final tip the speaker gives is to have fun with the content creation process. Enjoying the process can make the content more authentic and engaging, which in turn can help build trust and authority.
What platforms is the speaker planning to use to promote the project?
-The speaker mentions planning to use Pinterest, Facebook, Reddit, and other platforms to promote the project and drive traffic to the website.
Outlines
📢 Building Authority Through Authentic Content Creation
The speaker emphasizes the importance of creating content that reflects real-life experience and expertise to build authority and trust in one's business. They discuss the shift from simply producing content to demonstrating actual involvement in the subject matter, using their own case study of 'Project Double Time' as an example. The speaker also touches on the significance of branding and how it relates to authority, explaining that a strong brand evokes recognition and specific feelings associated with the company or entity. They argue against content creation for the sake of ranking in search engines and advocate for creating useful, authentic resources that genuinely help the audience.
🎯 The Feasibility of Firsthand Experience in Content Creation
This paragraph delves into the challenges and solutions for content creators who may not have firsthand experience in their chosen topic. The speaker suggests that content should be based on personal experience to provide truly helpful information. They counter the argument that this approach is not feasible by sharing their own experience of creating content outdoors with their brother, Jake, as part of their project on pantry preparedness. The speaker encourages choosing a business or topic that one is genuinely interested in and willing to learn about, and suggests that even beginners can be effective mentors for others starting their journey. They also highlight the importance of legitimacy and authenticity in content creation, recommending the establishment of a business entity to enhance credibility.
🚀 Embracing Fun and Authenticity in Business and Content Creation
The final paragraph wraps up the discussion by encouraging content creators to enjoy the process and maintain authenticity. The speaker shares their personal experience of having fun while filming videos and creating content outdoors, illustrating how this approach can enhance the trustworthiness and authority of a brand. They mention various platforms like Pinterest, Facebook, and Reddit, indicating a multifaceted approach to content distribution. The speaker expresses excitement about the journey ahead and invites the audience to join them, promising to share more about their project and the strategies they are implementing to drive traffic and build a strong online presence.
Mindmap
Keywords
💡Authority
💡Branding
💡Content Creation
💡Organic Traffic
💡E-A-T (Expertise, Authoritativeness, Trustworthiness)
💡Project Double Time
💡Blogging Space
💡Legitimacy
💡Firsthand Experience
💡DBA (Doing Business As)
💡Social Media Presence
Highlights
The importance of building authority for a business through content creation that reflects actual experience in the field.
The speaker is conducting a case study for their 'Project Double Time' website, emphasizing the challenges and strategies in driving traffic.
Branding is discussed as a crucial element of authority, involving recognition and the emotions evoked by a company's identity.
The role of personal and company branding in creating a memorable experience for consumers, illustrated with the example of Coca-Cola.
The problem in the blogging space where content creators focus on keywords rather than providing genuinely helpful content.
The shift from merely writing blog content to building a strong online presence and familiarity with the brand for better search engine ranking.
The necessity of firsthand experience when creating content, as it allows for more authentic and helpful information delivery.
The disbanding of the speaker's creator studio and writing center to focus on original, firsthand content creation.
The argument that content creators should be doing the thing they create content about to establish credibility and authority.
The practical example of filming videos and gathering content outdoors for the speaker's project on pantry preparedness.
The suggestion for beginners to share their learning journey rather than pretending to be experts, as it can be relatable and informative.
The advice for business owners to leverage their existing business for content creation to demonstrate legitimacy and trustworthiness.
The recommendation to form a business entity if a content creator is not comfortable putting their personal identity forward.
The importance of enjoying the content creation process and making it a part of the business owner's lifestyle.
The speaker's personal experience of content creation blending with leisure activities, demonstrating the feasibility of integrating work with fun.
The upcoming expansion of the speaker's project into various social media platforms like Pinterest, Facebook, and Reddit.
Transcripts
hello my friends and fellow business
owners who use content to drive organic
traffic to your websites and to your
business um we're back today and I'm in
a little bit different environment than
normal and that's kind of the point you
see I've probably said a hundred times
at least both on YouTube as well as like
in our own community in Project 24 um on
other people's podcasts just basically
everywhere I can spread the message I
have tried to get this message
across that in order to build actual
Authority for your business we have to
actually be doing the thing that we
create content about I also promised you
that I would bring you along with me as
I do this case study for my project
double time website which is now
becoming project normal time maybe
project longer than normal time because
of the wonderful things that Google has
been doing but I want to show you all
the different ways that we're driving
traffic and today we're going to talk a
little bit more about Authority and
about branding now I said Authority and
then I threw the word branding in what
the heck does branding have to do with
authority or anything else all brand is
is recognition that people have for a
specific company or specific entity
their brand is What feelings and what
thoughts are evoked in a person when
they see that company name when they see
their company logo their company colors
or other things that would remind them
of that organization with Coca-Cola you
know you see that the colors you see
their their little swoosh you see that
feeling that font and what does that
bring back to you to
me I don't particularly like the flavor
of Coca-Cola so it doesn't do a whole
lot for me but still I don't know I
think about polar bears I think about
Christmas time I think about Santa maybe
because again of the old ads that I saw
and the desire of them to be giving you
a refreshing cool drink I I also think
about days when I was younger and I
worked at this uh music shop and they
had a drink refrigerator and I used to
drink a lot of coke back in those days
and so it brings back those memories
your brand is what people think about
when they see you when they see your
content when they hear you mentioned now
the issue there is of course what if
nobody thinks of anything because
they've never experienced my brand so as
we create content that's the whole point
the whole point of our content is to get
in front of people and have them have an
experience with us now there's been a
problem in the blogging space for a
really long time and that problem is
that a lot of content creators have
essentially created content trying to
answer questions or rather basically
pandering to certain keywords depending
on your approach to it because some
people really are just keyword stuffing
and trying to rank for a certain keyword
independent of how well their content
actually helps the person who did that
search or you may have taken the
approach of here's a specific question
somebody's asking let me create a useful
resource for them that will answer that
question I think the further you go down
that second path the more helpful your
brand is for the people that find you
now we've reached a point today where
just writing blog content isn't doing
what it used to do for us the content
alone isn't making you trustworthy
enough it's not giving you what Google
has called eat experience expertise
authoritativeness and trustworthiness it
used to be that if you in your content
could show I have experienced with this
topic if in your about me and if in your
existence in the online ecosystem right
in the entire web could show that you
have expertise then that was enough like
you were an expert if you could show
that you were authoritative because you
have enough content covering the topic
to show I know what I'm talking about if
you could show that you were trustworthy
in part by the way people interacted
with your content that was enough it's
not anymore we've reached a point where
we really do have to have a strong
presence on the internet and where
people have to be familiar with our
brand in order for Google to be willing
to even rank us on anywhere near page
one so how do we do that well I'm here
in the woods today to talk to you a
little bit about one of the things I'm
doing you see I've told you for a long
time you need to be willing to actually
do the thing that you create content
about if you don't actually know your
topic from real life firsthand personal
experience you probably shouldn't be
making Conta content that teaches other
people about it no matter how good of a
researcher you are it's for that very
reason that we completely disbanded our
creator Studio our Writing Center we
stopped paying students to write content
for us even though we had trained them
to do original research meaning we were
having them call people who were experts
we were having them do surveys and that
stuff really helps but it was never good
enough because they didn't have
firsthand experience and without that
firsthand experience it's hard to
interpret the results of a survey it's
hard to understand the explanation of an
expert and that firsthand experience
also allows you to write an article that
gives really helpful information not
just factual information because you
know what things another person is going
to need in order to get their question
truly answered now I've had a lot of
people tell me that just isn't feasible
for me there's a couple of responses I
have to that the first response is if
it's truly not feasible then probably
pick something else to do there are a
lot of ways in the world to make money
and there are a lot of business
opportunities out there and content
creation is probably not what you should
be doing if you don't know anything now
the second response is are you sure it's
not feasible for you that's again why
I'm out here today you see today I came
out here with Jake my brother who works
with me and he's working with me a lot
on this project my project double time
for Pantry preparedness we planned three
videos to film in the outdoors today we
have so much b-roll so many photos in
addition to three awesome videos for
YouTube and tons and tons of content
that we could write about now based upon
original research that we've done based
upon like actual testing that we've done
of products we're out here living it and
we're out here doing it and guess how
hard it was we drove an hour and 20
minutes from our home and we did stuff
that we do all the time and that is the
perfect way to be able to really immerse
yourself in your Niche first of all
start by picking a business that
interests you start by picking a
business that's based on something that
you know about or at least that you're
willing to start doing and learning
about you see you don't have to be an
expert photographer to create content
about photography but don't pretend to
be the expert you can start off by
taking people along the journey with you
if you're honest and upfront about that
then it's not a problem that you're not
the expert you see because beginners
have questions that most experts ignore
but another beginner somebody who's just
one or two steps ahead of where that
beginner is that person is ideal for
guiding that beginner as a mentor and
you can be that Mentor whatever your
topic is if it's not something you can
actually feasibly do either pick a
different business model or or pick a
different topic for your business now if
you're already a business owner and
you're just getting into content well
guess what you have the perfect setup
because Google is looking for people who
are legitimate Google is looking for
websites that have an actual person or
organization behind them because too
much on the web is fake too much is
written by people who aren't the people
they say they are so when you have an
actual business with an actual social
media presence maybe with a Google
Business listing all of that stuff
speaks to your legitimacy and to your
realness and when you are real you're
already substantially more trustworthy
than somebody who's decided I just have
to stay Anonymous not willing to do
content creation if I can't stay
completely Anonymous now notice I said a
business has a leg up there that's not
because the business is using the name
of the owner it's because the business
in and of itself is an entity so if
you're a content creator and you're
saying look I'm not willing to put
myself out there like that I'm not
willing to put my face on the front of
my website and I'm not willing to put my
home address on the website either no
problem go ahead and form a business in
Idaho I can register a DBA which is
doing business as and I could do it for
I don't remember it cost me like $25 you
can go get an employer identification
number from the IRS if you're an
American and you can get that for free
in a few minutes and that is going to
allow you to open a bank account in the
name name of your business it's going to
allow you to do so many things to
operate as a business and if you're
needing an address and you're not
willing to use a home address appeal box
is a bare minimum so in short don't make
excuses find a way to legitimately do
the things that you're talking about on
your website and here's the final tip
have fun I spend a day out here with my
brother and we've done all sorts of fun
stuff in the outdoors where we love to
be things that basically like
this is what we do for fun on the
weekends when we can get away from our
daily responsibilities but guess what I
did them on a Tuesday that's what you
can do when you own your business if
you're going to own a business whether
it's content creation is the primary
business or you're using content to help
drive your business you get to be in
control and you get to decide what it's
about and you get to decide what sort of
content to make make it fun have a good
time with it don't take yourself too
seriously and in the process of having a
last you're also going to be far more
trustworthy far more authoritative
you're going to build real eat and
Google might just list your website
again thanks for joining me today I'm
excited to show you more about this
project and all the awesome things we're
doing Pinterest is starting to really
work for this website we're jumping into
Facebook we're jumping into Reddit we're
jumping into all sorts of stuff so stick
with me on this journey I think it's
going to be worthwhile we'll see y'all
next time
[Music]
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