Kasim and Ralph talk about the importance of tracking a new key performance indicator (KPI) in marketing, which is "cost per content." In today's fast-paced world of content, short videos, and constant scrolling, marketers need to produce a lot of content to keep up.

While quality is essential, the focus should be on producing a high volume of content and then repurposing it across various platforms. The KPI to track is "cost per content," which reflects the efficiency of content creation. It's not just about high-quality content but also about producing and distributing a substantial amount of content.

Listen to this episode why and how marketers should adapt to this shift and focus on producing and repurposing a large volume of content.

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All right, we are back and we are talking about the most

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important KPI you're not tracking.

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All right, Qasim, spill the beans.

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What is it?

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So I was having a conversation,

with the gentleman that runs Do

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you know Brandon Turner, Ralph?

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Beardy Brandon?

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I do.

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I love Brandon.

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I love Brandon too.

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He's one of my favorite people.

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I think he's one of the most adept

social media marketers I've ever known.

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And he's not even known as

a social media marketer.

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He's a real estate guy, but he's made,

His visibility, which is important in

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real estate, especially when you're doing

syndication, comes from social media.

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And he's phenomenal at

it on every channel.

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His podcast is great.

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His YouTube is great.

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His Instagram is great.

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His Twitter is great.

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The gentleman that runs his new

podcast, for the Better Life Tribe,

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his name is Alex Scott Felice.

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And I was talking to Alex about,

the KPIs for his media team.

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And I was pointing him

towards the usual suspects.

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Things like, number of followers,

growth, watch time, et cetera.

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And Alex is no, dude, I think I'm

going to go after cost per content.

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And it instantly floored me and pissed

me off that I hadn't thought of this.

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So first shout out to Alex, cause he's

the one that introduced the concept

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to me, but in the age of short form

video, fast media, where, people are,

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they call it doom scrolling, right?

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People are going through Instagram just

sitting there for hours on end watching.

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seven, 10, 15 second videos.

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So somebody who's watching 10 second

videos for hours on end, how many

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thousands of videos are they scrolling

through every day, week, month, year?

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and what that means, it

puts us in a position is.

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marketers in having to be able to keep

up with the insatiable appetite that

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is everybody's need for media, which

means that it's a quantitative game.

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And because it's a quantitative game,

you have to have a quantitative KPI and

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cost per content is the quantitative KPI.

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Now, does that mean that you

don't have qualitative concerns?

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Obviously not.

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You have to produce

content, quality content.

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It's a prerequisite, but that's an axiom.

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So it's like, all right, great.

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Good for you.

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Yes.

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Quality has to be there.

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Obviously, let's make that the axiom

that we build on top of as long as your

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content is good enough and we've all seen

things go viral where you're like, those

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C plus, as long as your content is good

enough, you need to be taking the content

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you're producing and turning it into.

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As many repurposed tidbits

as you possibly can.

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if you're a CMO or director of marketing,

this is your new most important KPI when

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it comes to media creation, and Ralph,

you and I are good examples of this.

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We're bad at it, by the

way, you and I suck at that.

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We shoot an hour long podcast and

it results in one piece of media.

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And I know that's changed now because

you've got the team and it's because,

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in the beginning you didn't own

it, but now that you own it, that

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one hour piece of media could be.

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And I'm not being hyperbolic here.

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It could be hundreds of pieces of content.

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Cause if you think about all the little

shorts that you could pull out for

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Instagram, repurpose those for Tik

TOK, repurpose those for Snapchat,

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repurchase the Facebook, Lauren Petrulo

just started working on our Pinterest

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and then that can get pulled out and

the transcription becomes a blog.

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And, the audio clips get snipped

up and if you want to put them on,

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whatever, make those downloadable,

like repurposing content.

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Is it complete, absolute,

total prerequisite.

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And the way to know whether

or not you're doing it is to

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begin tracking cost per content.

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So that's my sales pitch.

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that's more or less what I

think people should be doing.

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I love the metric because it

now puts it into KPI terms.

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I think that our listener can now.

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Measure cause like, so we have

a measurement for everything.

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I'm sure just like you do.

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And if you're running a company,

you need to have measurements.

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Cause what gets measured gets

managed and what gets managed gets

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measured, hopefully, vice versa.

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The point is that we were struggling

with, all right, what is it?

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That number of shorts?

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Is it number of longs?

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Is it number of mids,

is it like, what is it?

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Is it engagement?

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Is it likes, how many

views forget all that?

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It's just volume at this point.

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And I think so many people get caught

up and I know like internally and

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especially externally to teams.

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And when one team that we just

had a call was met about is.

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They were very concerned about,

Oh, the quality has to be there.

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It has to be very high brand.

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It has to be this and that.

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And my point to them was it's not

necessarily always about brand.

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It's about volume and testing

and seeing what resonates

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because it's gone in an instant.

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and the algorithm is going

to do the job for you.

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You're going to produce a hundred shorts

and 98 are never going to get seen.

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And one is going to have medium

visibility and one's going to go viral.

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So you can either sit around with

your whiteboard and your brand

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guidelines and your team and try to

ideate which one's going to go viral.

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And you'll fail every single time,

by the way, or produce the hundred.

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And the benefit you have is if

it's not good, no one will see it.

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You're relying on algorithmic

placement of media based off of.

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Indications of interest.

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So as people watch it, stay, listen,

comment, whatever, that allows the

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network to identify what the quality

content is based off of peer review.

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It's more or less a voting system.

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It's a meritocratic environment.

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So everybody's need for high

production value and brand guidelines,

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this is what's killing you.

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I'm talking to my CMOs and

my director of marketing.

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And by the way, this, we're going

to get real dangerous here, Ralph.

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Okay, ready?

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The people in those roles, Mr.

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or Mrs.

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CMO, the skill set that you came

to the job with, the education

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that you came to the job with, is

diametrically opposed to what you need

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now because of this new environment.

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Because the CMO used to be the

champion of the brand guideline, right?

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Like the CMO used to be the one that

said, Hey, we have to maintain continuity.

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Messaging is the most important.

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We need to make sure that,

they were the brakes.

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They were the brakes, and

now they need to be the gas.

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You have to pump this content out

there with the understanding that if

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it's not good, nobody will see it.

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And if it's great, and then you

can chase those rabbits down holes.

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So I'm not trying to completely

throw quality content or the concept

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of quality content out the window.

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What I'm saying is, that's the

axiom, and now you need to take

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your quality content and repurpose

it a thousand different ways.