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Summary

In 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

00:00

📢 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.

05:00

🎯 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.

10:02

🚀 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.

Keywords

💡Authority

In the context of the video, 'Authority' refers to the perceived expertise and trustworthiness that a business or content creator holds in a specific field. It is a critical component for establishing credibility and influencing search engine rankings. The speaker emphasizes the importance of creating content about what one truly knows and does, to build genuine authority in one's niche.

💡Branding

Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. In the video, it is discussed as a means of recognition and the emotional response it evokes in consumers. The speaker uses Coca-Cola as an example to illustrate how branding can trigger memories and associations.

💡Content Creation

Content creation is the act of developing and producing various forms of content, such as articles, videos, and podcasts, to engage an audience. The video script discusses the importance of creating content based on firsthand experience and expertise, rather than just keyword targeting, to build trust and authority.

💡Organic Traffic

Organic traffic refers to visitors who come to a website through search engines without any paid advertising. The script highlights the goal of using content to drive this type of traffic, which is considered more valuable as it indicates the audience's genuine interest and trust in the content.

💡E-A-T (Expertise, Authoritativeness, Trustworthiness)

E-A-T is a concept used by Google to evaluate the quality of content and websites. The speaker mentions that just having content is not enough; it must also demonstrate the creator's expertise, authoritativeness, and trustworthiness to rank well in search results.

💡Project Double Time

Project Double Time is a case study mentioned in the script, which serves as an example of the speaker's own efforts to build a website and brand from scratch. It illustrates the practical application of the concepts discussed, such as content creation and establishing authority in a niche.

💡Blogging Space

The term 'blogging space' refers to the community or industry of bloggers and content creators who publish content online. The script critiques the common practice in this space of creating content for the sake of targeting keywords, rather than providing genuinely useful information.

💡Legitimacy

Legitimacy in the video script refers to the authenticity and credibility of a business or content creator. The speaker suggests that having a real business presence, such as a social media account or a Google Business listing, can enhance legitimacy and trustworthiness in the eyes of search engines and consumers.

💡Firsthand Experience

Firsthand experience is the direct knowledge or involvement in a particular subject or activity. The speaker argues that content creators should have firsthand experience in the topics they cover to provide more authentic and helpful content, as opposed to relying solely on research or secondhand information.

💡DBA (Doing Business As)

A DBA, or 'Doing Business As', is a trade name that a business registers to operate under a name other than its legal name. In the script, the speaker recommends using a DBA as a way for content creators to establish a business identity without revealing personal information, thus maintaining professionalism while creating content.

💡Social Media Presence

A social media presence refers to the existence and activity of a business or individual on social media platforms. The video script suggests that having an active social media presence can contribute to a brand's legitimacy and help in building a strong online reputation.

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]