The Only 3 Ways Organic Content Will Get You Clients (no paid ads required)

[0:00]Alright folks, welcome back to the content marketing department. We've got a really special episode. I want to talk to you about the only three ways, three, that you can grow a personal brand. These are the three most common ways at least I see business owners grow their personal brand. And it's two of them are not a good idea, okay? So, two of them are not so great, one of them is the idea that I would recommend to most people. And I'm going to explain the nuances between all of them. Now, the first one I want to start off with is meme pages and meme content. Let me take a sip real quick. Because a lot of business owners have come to me and they say, hey, I've got this page. I've got 50,000 followers on it. I do, uh, let's say roofing. Okay, I've got a roofing page where I do a thousand where I have a uh 50,000 followers on it. So I say, wow, this is wonderful. Oh, great, congratulations. You've got all this momentum on your page. People must like you, and I ask them like, well, before I say that actually, I always have to ask like these bought followers. Did you purchase any followers? And they say, nope, I've just been posting content consistently for the last XYZ months or years and we've slowly uh gained this following. And I'm like, okay, well, what are your other platforms looking like? All their other platforms are pretty much dead. It's only one main platform usually. And it's like, okay, well, let's see what's what's up with that main platform. Well, long story short, you probably could have guessed this based on what I said earlier, it is a meme page essentially. So it is a company page, but the way that they have, oh my gosh, and I just remembered. Actually, I I recently, I think a couple three, three or four, maybe last month. Last month, I talked to someone who has a charity organization. They're actually local in my area. And they have a million followers on Facebook. Why did I say it like that? Like Trump. Get a million a million. They're wonderful. They've got a million followers. They've got a million followers on Facebook. And so, it it was a meme page, long story short. And they have the same issue that everybody with a meme page has, which is nobody cares about you. And it it's it's is it a good technique? Yes, sure. If you sprinkle on some memes for top of funnel content to get a ton of views, I think it's a good strategy, but you can't just rip people's memes. You got to put a little bit of your branding on the meme, because at the end of the day, the point of making content on social media is not for you to be like, check check my phone real quick. Let's pretend this is a phone. Nice, I got a I got a bunch of likes. I got a bunch of views. Woohoo, yeah, yeah, yeah. Nobody cares about that. At least us in the content marketing department, we do not care about that. We care about generating customers and turning viewers into customers, but the problem is, if someone views your content, they view these meme pages that you're just copying, pasting from other people. Even though it's related to your industry, what's going to happen is people are not following you for you. They're following you to because you provide comedic relief. That's it. They provide you provide comedic relief and if anything, by posting these memes, you are only attracting people in your industry. Who's going to care about a roofing meme? A customer? No, dude. No, no. Bob over there, the competitor, he's the one that's going to care about this. He's going to be like, Joe over there, he sucks at business and his marketing is trash, but man, this guy can post a meme. I'm really presidential today. That kind of sounded like Bill Clinton, right? So, anyways, it's just not a good strategy if you're really thinking about using organic content to grow your page with real people that care about your business. The whole point of this, like I said, is to get customers. And so that's how I personally feel about it. When people come to me with these pages, it's like, oh gosh, we low key might have to kind of start all over again. And I want to mention one more sort of nuance situation here where even if you are, because I earlier I mentioned, if you're posting the memes, at least you can do is, put your branding on it. Maybe your face is in it. Maybe it's like your face with the green screen in the background and it's a meme and you're like laughing at it, or you're reacting to it, or uh, maybe you, I don't know, you do something. The thing is, um, these memes, I have another, so I've had a client, um, who, who has done this in, uh, I don't want to be too specific, but they have a large following doing this, uh, and the problem is, now, here's what he's done wonderfully. He has branded himself in every single meme post, which is great. The problem is people don't care. Like, people do not care about those meme posts. And so, when we try to engaging with the audience, when we try to actually sell something, when we tried to engage with his audience, nobody cared at all. Because nobody knew who he was. And nobody had any familiarity, no trust, no nothing. It was just a person who was scrolling on Instagram or TikTok. And they they came across some guy who seems pretty funny and talks about an industry that they are, uh, that they care about, that relates to them somehow. And it's it's, you put in all this effort to make content and to get this. Now, now, I do want to caveat this by also saying if this, this is probably better than nothing, you know, but it's just one step above nothing. You really, like you are depending on on taking other people's content and not really providing trust or value. You're you're kind of becoming like a media company, like a comedic media company. And we are not in the business of being a comedic media company. Those companies, unless you really scale it, I actually, I don't I know nothing about that. I do know CPMs though, so how much advertisers are worth are willing to pay these creators who are comedians, is some of the lowest of the lowest CPMs. Because it's so broad. Comedy, everyone loves comedy. So there's no niche targeting, even if it is specific, oh actually, you know what? Maybe it's if it's like a niche comedy page, and that's probably why some meme pages do end up selling, um, then I guess it would be worth a little bit more. But anyways, I digress, okay? The point is, don't do this. If you if you're like, if it's the only thing that you're doing, then maybe it's okay, but I I strongly go against this, because if you're going to put in effort to grow your brand, you might as well, you know, like I said, sprinkle some memes on top, but don't make it your whole page. Do it like 10% of the time, maybe, maybe 20% of the time, if you really, really wanted to, but make sure your other content is going to be content that actually provides value to your, uh, to your potential customers, to people who are just discovering your page and are in the market for your services. And it's also you. We want your face to be out there, because people trust people, especially with the rise of AI. Oh my goodness, I could go on a whole tangent about AI too. Because with these meme pages, not only, oh my gosh, we're in a really weird space right now, when it comes to organic content and personal branding, because with AI, there are so many AI avatars that are really becoming popular now. And they have tens of thousands of followers. Now we do have like VTubers who are like virtual influencers, where they look like a anime character. It's, you know, but it's it's actually a person behind the scenes, even though when they make content, they just make content as the anime character, I guess, and that's the thing. But now it's to the extreme where these AI characters are not even real people speaking. At least for the VTubers, it's like, okay, you know, you see a like, okay, me, Akash, I'm speaking into the mic and I'm moving my arm around. The VTubers, uh, what you would see right now, is you would see some anime version of me doing this in live, uh, live streaming it or or in video. And so, now we have to worry about all these AI avatars. So now people are going to wonder, is this person even real? Is this a real person? So we have to make content that undoubtedly only a human being can make. And there are pieces of content, because right now, and AI, I'm sure this is going to change over time, but right now, it's it's still kind of obvious when something is AI. And it's still obvious when something is very human, but the line is getting blurred, and now I'm seeing so many of these AI influencer pages. And what's going to happen is, at least for me, and I think a lot of people can agree with this, who would I rather work with and which brand would I rather follow? Especially if it's a local service-based business or even uh a business that requires a lot of trust, right? Like I'm I'm a content marketing agency. We do we do marketing and we do, you know, grow a little bit of growth operating and stuff too, uh, where if you're a roofer or if you're a dentist or if you are a whatever you are, any any other kind of agency, people are going to want to do business with people. And so, when they visit your brand's page and they see it's filled with AI stuff, they're going to think, who is this guy? They could be across the world, on the other side of the world for all I know. How am I going to know that he's going to care about me and actually take care of me? Whereas if you are building a brand where your face is in it, and you are building trust with people, you are entertaining them while educating them while, uh, showing all the projects you're working on and and doing stuff for the community and just being a real human being, a real, like, influential human being, uh, that's trustworthy and posting this content, people are going to side with the human being. At least that's my opinion. Like me personally, man, I I don't I don't want to do business with AI, uh, unless, unless it's super cheap. Right now, though, that's not the case. So, we still got, in my opinion, probably a year or two. I'm not an I'm not an AI expert, but just based on how advanced things are going, like, I think we still have a year or two of really going hard on personal branding, to establish yourself as a real human being, so that in the future, people can hopefully go back in your page and be like, oh, okay, this person's real, they started it here or whatever. And then also the like I said, the content formats that you could be making, uh, should be human. One of the content formats that I think is very, very human is the live role playing or live action rather, content, where you are just simply recording yourself doing your job. If you're a consultant, that might be consulting someone and and speaking to them and and troubleshooting their issues. If you are a uh jeweler, that might be going in negotiating a a deal for some diamonds or or examining a diamond, looking for imperfections in it, evaluating a diamond, right? Um, now, oh man, man, let me let me stay focused, because with AI, we can talk about a billion different things. And there's and look, the possibilities are limitless. What we what we can do right now is control our brand, our business and our ability to post content on social media. So, meme pages, not good. In my opinion, F tier, uh, give it an F minus. I really am not a fan of it. It just makes my job as a marketer so much more difficult, which means it makes your job as a business owner difficult too, because you got to be doing the marketing too. Now, the next thing I want to talk about is going to be high volume content. So, posting content that you can post maybe two times, maybe three times a day. If you can be posting two or three times a day, a type of content where it is organic looking, it is native looking. So, it is you uh doing selfie videos, talking about a certain topic. It is you uh maybe reacting. I mean, there are so many different formats of of content you can do here. Um, there's also the the green screen videos. There's going to be the um now, now I don't mean green screen videos as in before for the meme page where you're just kind of in the corner and laughing at this. I mean, actually talking about what's on the screen, right? Talking about hot topics. Uh, this is uh also the the live action videos too. You can eat if you're going to do this, man, you can record 10 of them a day, more than that. You can record it an entire like, you can just record yourself doing an entire shift of work essentially. And then send it to your editor and be like, hey, like for each of these portions, like let's make it into a short form video. And so, that that is another way to do this is high volume content. And and the issue is, a lot of people think like, oh my gosh, I can't do high volume content, or oh, the quality's not going to be good,. Look, just start posting the content and your quality will improve over time. No one's first video, rarely, 99.999999. Most people, their first video is going to look way different than their last video. Mr. Beast, right? Uh, look at his first video versus his most recent video. Way different. So, just start posting the videos and you will get better over time. And but like, okay, make sure you have a system for this, though. Speak to someone or or just think about it. Talk to ChatGPT if you really want to, you know, DM me if you want to. Speak to someone where you can talk to them and be like, what is the most efficient way? Like, how am I going to post? Let's say you're doing three times a day, and that's what you're aiming for. How is it possible that I'm doing that I'm going to be doing three videos per day? I don't have enough time to script this, film this, edit this, okay? Now, you might be thinking I'm going to plug my agency here, which I I probably should. If you want, in fact, if you want a free, uh, game plan, content game plan, I'll give it to you within 72 hours. Just, uh, go to the link in the description, everestvalleymedia.com. In 72 hours, you don't even have to hop on a meeting with me. I will just give you a content game plan, how I would personally execute it, okay? But, you don't need to do that, really. Ask ChatGPT, do some do some brainstorming, and think about this. What are the most efficient content formats that you could be posting? One of them, like I said, is the live action type of content. Another one, maybe you want to hire a script writer so that you have one additional, uh, really unique or creative or native friendly, sort of looking content as well. So, okay, boom, you're hiring a script writer, however much that is, depending on the quality of the scripts you're going to be spending money on that. So, you're hiring a script writer, you spend some money on that, you are doing the live action videos, you don't even need scripting for that. And then maybe for another type of content, it could just be B roll content. So, it could just be, um, advice on the screen, or information on the screen, uh, with some, uh, industry related B roll. I don't mean stock footage, by the way. I mean like you in your office working, or you, uh, working with materials or tools or crafting something. So, it could be that. So, you could easily do that right there. One live action video per day, one B roll type video today with text on screen, and one video where you hire a writer to actually script out and follow the organic, uh, trending content formats. So, you can do something like that, and that way you are staying consistent. And look, if your video is only get viewed by two potential customers every single day. So, one video gets viewed by two potential customers, only two potential customers, okay? Which, like, I mean, let's be honest, that's not going to happen. I mean, that would be that would be really bad if only two people are watching your short form videos. But for only doing two a day, and that's three, so that's six people a day. And then what is six times seven? Six seven, oh my goodness. Six seven, 42 people. So, now you have 42 people every single week, and 42 times, uh, 4.2, because that's not average how many weeks there are. 176 people. So, now you have 176 new potential customers discovering your brand every single month. And as long as you have a nice lead magnet that makes sense and is is is properly packaged to attract them. As long as you're doing some nurturing, maybe some warm outbound messages, you can talk to all these people. And like I said, two is just sad. You're going to get way more than that. All of my clients have generated millions and millions of views every single month, um, you know, a lot of them are not going to be qualified customers, but that's for every single outreach method, every single client acquisition method. Most people are not going to be qualified to work with you. Um, and so you have to have a filtering process, but my point is by posting this many times, you're posting, uh, 21 videos a week. You're posting 2468 80 videos, almost 90 videos a month you'll be posting pretty much. And you're just going to get a lot of attention. You're going to get a lot of attention by posting 90 videos a month. That's not only one platform, by the way, because you're not just posting it on Instagram, you should be posting on YouTube shorts, you should be posting it on TikTok, you should be posting it on LinkedIn, on X, on whatever, whatever other platforms I'm missing threads, you know, Facebook itself, I guess. And all of them should have a pinned comment, because people like to go in the comments and also the descriptions, probably mention this too. Where can people contact you and why would they want to contact you? That's the that's the lead magnet, that's the call to action. So that way, you have thousand tens of thousands of people, if you're doing this consistently, easily you're going to get 100,000 impressions per month by posting this type of content. And one concern that some business owners have and these are more like creators that that kind of have this concern, but it okay. No, I take that back. There are business owners who have this concern too. They say, they care too much about their branding and their aesthetics. Oh, it doesn't make me look good. It doesn't make me look good. Are we trying to make you look good? And okay, I understand that argument, if you're going for a like if your market demands you to look a certain way, if you're luxury or if you're going for like super high-end clientele, I get it. Most of us are not really going to be in that box. Um, but even then, you can make high quality looking organic content with high volume too. I mean, just depends how you structure yourself. Make sure the lighting's good. Like I've got a light here, I've got this, right? I can bang out, I mean, I don't know, arguably, would you consider this to be a high quality setup? I think it's pretty decent. It's not the highest quality, but it's decent. It's like a little studio setup I got. It's got some depth in the background, some nice little lights here, posters. I need to use those weights. Those are dumbbells, by the way. They make you strong. I have not used them in a while, though. I've been walking, though. I've been walking a lot and I've been gain I've or I've lost a lot of weight, which is great. I digress. Uh, so we we you can there's a way for you to do this, is my point. So yeah, zero excuses. Honestly, that's what this is the best one. I'll just say it right now. Number two, this is the best way I think all business owners should be taking this route if they're doing only organic content. Now, if you have ads that you're running and if you have uh other kind of client acquisition systems already, which I hope you do, then it would make more sense to uh not you don't need that many posts. You don't need that many impressions, because you're buying your impressions. But if you're just doing it organically, and we're trying to get as many organic impressions as possible, it is a good idea to do high quality or high quantity of videos. So next, and that reminds me, the last way, the third way that I see a lot of people, a lot of business owners try to do this, is they say, I I'd rather post one video a week that's really, really, really good. And super high quality. And so that way, when people visit my brand, they see, oh my gosh, this person has phenomenal quality. Like I have to follow this person because of how amazing this video is. And the thing is, all right, let's say you post three videos per week, okay? That is going to be 28 videos, or sorry, wait, 28, no, that's going to be 12 videos every single month, roughly 15. Roughly 15 videos every single month. Compared to the person who's posting 90 videos per month. Even if your videos are, unless, I would say, unless your videos are Martin Scorsese level of production. And and the topic has to be good too. I mean, what's if you have a cinematic piece of grass flailing around like this, like an inflatable tube man. And it's super high definition and the colors are so good and the depth, blah, blah, blah, blah, blah, is super amazing and cinematic. Nobody cares. It's a blade of grass. You like that? I'm in a goofy mood today, man. I had too much coffee. I think that's what it is. So, it's just it's just a blade of grass. And so, when you when you only have that many when you only post that much content, you're risking the opportunity cost of having a topic that is in demand and could make you go viral. Posting a hook, and finding the hook format that could make you go viral. Finding a new content angle, a new content format that's working in other niches, but has not yet been adapted by your competitors. And so, you can be the first one to implement that content format into your niche, because you already know people like watching the content format, it's worked for other industries. As long as you apply it in your own industry in a way that is equally entertaining and educating, then it should work. One of my clients, that's how they blew up. Actually, a lot of my clients is that's how they blow up. Well, two of them, two of them specifically that I can think of, is that's how they blew up. They saw, hey, this is working for this other industry. We should try to figure this out for our own industry because nobody else is doing it. My competitors are not doing it. None of the top guys are worried about this because, you know, the top guys are worried about whatever the top guys worry about, you know, they've got so many other things. Us as the little dogs, we could go in there and move fast. And so, the low volume route, it just, I don't like the opportunity cost that we are paying here. I don't like it. I'd much rather test 90 different pieces of content and get all that data, then be like, okay, let's spend $1,000 per reel. What the heck, man, that's just crazy. Spend 500 bucks per reel. Now, the only caveat I have here is if you are balling. If you're balling and you can hire a production company to help you do all that stuff, then good for you. But also, you're probably not watching this video, I assume, if you're if you're going to be doing that, because why would you if you're balling, bro, like, you wouldn't even have to worry about this. You can just pay for ads, and you can yeah, you wouldn't even need to grow without without ads, actually. That's the whole title of this video. I have the title right here on my screen. The only three ways to grow a personal brand without ads. And that concludes today's content marketing meeting, folks. If you want your content game plan within 72 hours inside of your inbox without needing to hop on a meeting with me, go to the link below, click it, fill out the form. It'll be really, really quick, and you'll receive yours within 72 hours. No meetings required. Let's not do none of that. I don't want to hop into a meeting and then be like, so, uh, if I get you to X and then why and if if if I get you to increase the followers, how does that change your life? Uh, all these sales tactics, hey, I've only got one spot available, that, uh, I hate doing sales, which is why I love marketing. It's not that I hate doing sales. I just hate doing like the B2C type sales where, you know, all the gurus they talk about, oh, you got to like paint the story and remind them that if they if they do this and if they work with you, then they can retire their grandma and they can do that. Oh gosh, I hate that stuff. Hope you guys have a great day, and I hope uh I'll see you guys in the next time. Don't forget to subscribe and follow me and uh we've got podcasts. It's on Spotify, it's on everything. I'm on Apple Podcasts. I'm on YouTube music right now as a podcast. Thanks so much. I'll see you guys in the next episode.