Creating content has become the new crazy for every business and personal brand. The problem is people are sold solutions to $10,000 problems over a 60-second TikTok post or Instagram reel. There is one type of content that can do that, and that is a YouTube-based video podcast! Let's talk about why!

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Don't think you can only be on TikTok, you can only be on Instagram

or LinkedIn or these other places.

Some of them can work depending on what your business is.

Problem is people want more.

They want to dive deeper in with you, and so that might be one-on-one time

and on a sales call that might be a free consulting or coaching session.

Having a YouTube podcast in 2023 is the most important thing you can.

To help your business thrive and survive.

My name is Zach Mitchum.

I run a YouTube strategy consulting business.

My business partner is Evan Carmichael and he is the best person in this space.

And so together we work with some of the top thought leaders and entrepreneurs

in the world to help them to grow their businesses using YouTube.

I really focus on helping people to grow a.

Podcast on YouTube because I found that if you're coaching, if you're consulting or

you have any kind of educational material that you're trying to get paid for, that

is the absolute best way to get people to know you, like you, trust you, and to buy

your products much more easily without having to spend hours and hours on sales

calls or different things like that.

So I'm gonna share three massive ideas that we use with our clients

and that you should be implementing as well if you wanna grow your business.

The reason why YouTube should be your focus with content is that.

All of the pros and nearly none of the cons of every single social

media platform out there right now.

YouTube's algorithm is really designed to get the most watch time, the most used.

Every single platform does that, but YouTube does it the best because you

can put longer form content, and it really, really loves long form content.

I'm talking 30 minutes, 40 minutes, an hour, two hours, three hours.

The fastest growing segment of videos on YouTube is in the one to three hour range,

especially in the thought leadership space or business education, or any

kind of educational type content at all.

If you want to grow the fastest, you want to be an hour plus, and this is

why a YouTube based podcast works so well, because we can repurpose this.

We can use it in a few ways.

We're gonna talk about that here in a second.

But the thing that you can do is that you're able to get YouTube

to grow your channel for you.

70% of all the views on YouTube come from YouTube recommending.

To the viewer, not from the viewer searching, not from them just

finding it because, you know, they, they've seen that creator before.

That does help.

But the recognition of YouTube saying, Hey, you probably like this

video next, and doing the things that you need to, to actually get

people to click on those videos.

That is where most of the views come from.

That's where 70% of the views come from.

And the beautiful thing here is that YouTube is doing that work

for you if you do the right things.

So here we need to make sure you're creating longer content.

If you are creating content in the five minute range, 10 minute range, 10

minutes, I would say is the minimum.

But really what works the best is going longer.

Go 30 minutes, 45 minutes, an hour.

I would like to see, you know, as long of content as you can.

When I talk with my clients, I'm trying to get them on the

camera as long as possible.

I don't like them to, or ever suggest they create anything less than 10 minutes.

That is, it's.

Too short and really preferentially, I would say go at least 20 minutes or

longer because think about this, if you want someone to buy something from you,

I mean, you're building an audience here and potentially, you know, 1%, 3%, 5%, I

don't know what percent you're shooting for of the audience to buy from you, but

if they have big enough problems to be worth the time to hire you or to get your

services, your coaching, Courses, whatever it is that you have, it's going to need

to be a lot longer than five minutes.

If I have a big problem, I'm going to spend a thousand, 5,000, $10,000

to fix this problem because it's that big of a problem for me.

Five minutes isn't going to do it.

10 minutes isn't going to do it.

If I have some serious say health problems and I really need to fix

them, otherwise I'm not gonna be around for my kids or my wife.

I don't want 10 minutes.

I want an hour.

I want three hours.

I want a long time.

Same with my business.

But if you're in that space, or better yet, your audience is in

that space of needing business.

Problem solved.

Five minutes isn't going to cut it.

Five minutes is, you know, a tutorial on how to do this quick, easy thing.

An hour or two hours of you explaining, here's the mindset

you need to have around this.

Here are some of the actionable things that you need to do to change this.

Those are the things that are really going to make a difference

in these people's lives.

As long as your content is good.

And when I say content, I don't mean the looks.

You see the editing of this, you see the quality of this, and

maybe this is something that's held you back in the past.

I talk about how to get better video and better audio on my channel,

and so that's important for me to look good and for me to sound good.

Otherwise you wouldn't listen to me.

But for most of.

It's the quality of the actual words you're saying.

Are you actually giving them knowledge, information that will allow them to

change their lives to do the thing that they need to do to fix the problem?

So that is what you need to do.

You need to get YouTube to recommend your content.

So that was big idea number one.

Now I want to share.

A strategy or tactic that you can use around this big idea.

But if you don't know how to act on it, if you don't know what to

do with it, it's pretty pointless.

It's the same with any of your coaching or consulting sessions.

You know, that's really what people are paying for.

And if I give you the strategy or tactic, maybe you want to hire me,

maybe you want access to me because you have very specific problems, very

specific questions that are worth the time and money for you to hire me.

And that is actually the tactic here.

I want you to create hour long videos sharing some of your best.

Go tell people what the information is that they need around this thing, what

it is that they need to do tactically.

Now, the beautiful thing here is that I've now told you go

share your best information.

Go make it an hour long, and really act like you're

consulting or coaching someone.

The good thing here is they're going to know I can trust you better because.

You're sharing information freely.

The problem here is that I've given you some information.

It's not specific to you, it's as specific as I can make it.

Talking to my cameras here, I, I don't know your situation.

I don't know exactly what you need, and so maybe you hire me or maybe

those words resonate and you said, oh.

Okay, perfect.

I can go share some of my best advice with people.

I can share my best information.

I'm gonna make it an hour long, and I'm gonna tell them what to do.

I'm going to tell them what it is that they need to do to fix these problems.

Is it going to resonate with everyone?

No, but maybe it gives them the tools to go and fix that thing,

and that's what you need to do.

Give your best advice away for free, because people pay for

access, not for the information.

You know, Alex Ramzi is famous for saying that, and I, I love that saying, I don't

know if it comes from anywhere else, but information can be found anywhere.

You can learn everything that I know from the internet if you wanna spend

five, 10 years going and researching.

But the wisdom and the experience and all of the things that I've gotten

from working with some of the top creators, thought leaders, entrepreneurs

in the world, you can't replicate.

You can't learn that from just reading or hearing about it.

You haven't experienced it.

And so it's the same with your audience, your clients,

they will do the same for you.

Maybe need a little bit more.

And so that's why they'll hire you.

That's why they'll find you, and that's why they'll keep coming

back to your content because you're giving 'em such amazing value.

So the second big idea around why YouTube based podcast is the most important thing

that you can do is it can be repurposed.

So if you are recording, let's say an hour long video podcast, you need to

do, you know, at least solo episodes.

If you wanna do interviews, that's great as well.

We can, but the type of content that you are creating as far

as your podcast goes, matters.

A lot.

So we need at least solo episodes.

Cause I need to know what you think as the expert.

I need to know what you think as the coach or the consultant.

What are you teaching?

And so if you never have an interview and never have a guest on, that's just fine.

Also, if you only have guests on, that might be a detriment.

There's a way to do that, but that's probably not the best way to do it.

So let's say we have this hour long piece of content.

You are solving a problem, you're teaching them, you're giving them

strategies, tactics, things like that.

We can now post that one on.

, which is great.

YouTube is going to do the best job at sharing the video, making new

money from the views on the video.

We'll talk about that as well, and it's going to do the best

at growing your audience.

Now, if you have a good editor or if you have this ability,

you can cut shorter clips.

We can post those as YouTube shorts, which again, YouTube will help you grow.

You can send those to TikTok or to Instagram or to LinkedIn or to any of the

other social platforms that you'd like.

If you're taking some of those clips and you're bringing people over to the

longer podcast, , that's incredible.

And those things can be helpful.

The problem is so many people wanna hop on the newest platform, whether that's

TikTok or you know, some of the old, slightly older, but more under leveraged

platforms, LinkedIn, things like that.

If you hop on there and you post some of this content, you're

like, okay, I, I've got them.

I, I got a lot of views, a lot of likes.

It's working.

Problem is, again, you're solving big problems.

You are sharing big information, big ideas, and a minute is usually only enough

to get them interested, to pull them over.

But in the education space, a minute is just not enough.

So there are some tactics and ways that this does work.

But don't think that that can be your only strategy.

Don't think you can only be on TikTok, you can only be on Instagram

or LinkedIn or these other places.

Some of.

Can work depending on what your business is.

Problem is people want more.

They want to dive deeper in with you.

And so that might be one-on-one time on a sales call.

That might be a free consulting or coaching session.

Or you can create hours and hours and hours of content.

Carefully craft this journey through 10 hours of your videos.

And if you're able to do that, people will know, like, and

trust you if they get through.

10 hours of that content, if they still need more help, they're gonna hire you.

So there's a lot of different things you can do here.

The other thing though, is we can pull the audio from the video podcast and

we can post it as an actual podcast.

So you have now an actual podcast as well.

And I know you're thinking here like this sounds like a lot of work.

It can be, you know, I say pick two to three platforms.

Email list is non-negotiable.

You have to have an email list.

You have to build your email list if you really want to build your business,

that is the most effective way to do it.

We can't really go into any depth on email in this video.

Maybe that'll be something we talk about in the future on how to build

your business with email, but that is.

Essential.

So if you want two platforms plus email, that's great.

Do that YouTube first.

Always, always first.

Maybe you add the podcast so you're just dripping the audio.

That's pretty easy.

We can upload that.

Maybe you also wanna add in TikTok or Instagram or LinkedIn,

something as that third platform.

Do you need it?

No, but.

I would absolutely recommend it.

If you have the bandwidth, if you have the ability, if you don't, if

you're like, I am, stretch the brim.

Just creating that one video and getting edited and post is gonna be too much.

Do YouTube and your email list, you don't have to do more than that.

You can scale later.

Get really, really good at this YouTube based podcast,

and the other things will come.

The other things will be there as an opportunity later, but if you

focus on some of these other things first, you're going to be leaving the

biggest opportunities on the table.

So what's the tactical thing that you can do here around

having a YouTube based podcast?

So the thing that you can do is to actually plan around this.

What is it that you're trying to accomplish with each episode?

Does everybody you create have to be an hour long?

No.

Maybe there's some things that, it's a tutorial, it's a how to, how do I do X?

How do I do Y?

If that's the case.

All you need to do is to have a 10 minute video, 15 minute video.

That's not what we're planning around.

What we're planning around for the most part is these hour long videos.

Are there specific questions that you get asked over and over and over?

If you do have questions like that, you can answer it in a podcast.

When people ask you that question, you can send them to the video.

You can create this journey that people go through through your email sequence.

Again, there's the email and email number one takes them.

, this podcast where you've talked about some of the most commonly

asked questions about what you do are the problem that you solve.

If you do this, you can save a lot of time, you can find new customers, and

you can help keep loyal customers longer.

So the thing here is that someone is actively searching for this

problem or solution to this problem.

They find you, they get your free thing, they watch your video.

You know, there's a way to get them on your email list, again, another video.

But you take them through this journey, the sequence of videos.

And when you do that, they're in your ecosystem.

They're now solving the problem that they had the biggest time, the biggest

issues with, you know, trying to solve.

And so if you're doing that for them, and they still need help after

they've consumed 10 or 15 hours of your content, They're, they're yours.

They know, like, and trust you, and you're the name that they think of when

they think of how to solve that problem.

And so the amazing thing here is, you know, we can't take this content.

We can repurpose it.

We can't put it everywhere, but just creating one piece of content allows

you to have so much flexibility, allows you to have the ability to go back

later when you do have more bandwidth and say, Hey, I now have an editor.

Cool.

I need you to take this hour long video and find nuggets, find these

questions that I'm answering, and take that clip of just that question.

We're gonna post it on TikTok, we're gonna post it on Instagram, we're gonna post it

on LinkedIn, and you're planning around.

Having these kind of micro pieces of content to be able to clip and

post other places, will that take more effort to be able to do that?

Yeah, absolutely.

So do you have to do that?

No, you can absolutely turn on the camera script out maybe the first 20 seconds.

First minute.

Uh, we have a framework that we use for the first little bit of a video.

Make sure it's very compelling.

Make sure that it hooks people in.

Does any of it need to be scripted or thought out beforehand?

No.

If you're very passionate about this and this is what you do day in and day out,

you probably have enough information in there to be able to do this.

And when I'm meeting with clients, when I'm talking with

them, , they're, they're all experts.

They're all really, really amazing at some, and creating content may or not

be that, but when you add the content layer to what they're already amazing

at, it makes things easy because the information that they're sharing is

so valuable that a lot of times, as long as it looks okay and sounds okay,

and I do try to help people work on.

Sounding amazing and looking amazing, but even if it's just okay, people will

listen because I have a $10,000 problem.

Whatever progress I can make right now, I, I'm all for it.

Sometimes people have more time, and if they do, maybe they'll

watch one of your videos and say, cool, I'm gonna hire this person.

They have more time in the money because they have a big problem.

, they watch 10 hours of your content, they get progress, they get out of,

you know, maybe a little bit out of the hole that, and then they say it's gonna

be worth it just to hire this person.

So worst case scenario, when I say worst case, but this is the

biggest and most positive benefit of creating content at all, is you

impact hundreds or thousands of lives.

when people are creating content right now, they're like, ah,

they've only got a hundred views.

It only got a thousand views.

It only got, you know, my entire channel's only gotten a hundred thousand views.

It's like, do you realize how many people that is?

You know, if you were to fill the biggest football stadium in America,

it, it's not a hundred thousand people.

Maybe it's, I don't, I don't actually watch football that much, but,

um, you know, I live near Denver.

Denver Stadium is like 76,000 people.

That is a lot of people, and I have videos on TikTok that have millions of views.

And you know, this channel has tens of thousands of views.

Actually, I think it's, it's over hundreds of thousands now, and it,

it, I've impacted that many people.

That is what you're going for.

That's the side benefit.

If you only ever actually bring on, you know, a few dozen clients.

Cool.

, but think about the work that you've done in the past and how

many clients you've actually helped.

Now, think of content, you know, bad views are in the hundreds, , you know, you're

not doing well unless you get thousands.

Like you are impacting way more lives and way more people than you ever did

in one-to-one content group coaching.

Maybe if you're speaking in front of large stages of people, you're

impacting that many people for an hour.

Now, think of that scale.

It's replicatable.

It's it, it lives forever without you, and people are watching it day and

night and getting impacted and helped.

So it's, it's an amazing thing.

You can repurpose it, you can put it everywhere.

We kind of shared that strategy within.

The big idea is that it can go everywhere and how to go everywhere.

Make sure you're focused on the YouTube content first.

It can be repurposed later if you need it to, but email list really is essential.

You have to build that email list if you're going to, you

know, really be successful doing.

. You can't just create content.

You can't, but you're going to have a lot more financial and mission-based

success if you include the email list.

So make sure that you know how to do that and you are, you're incorporating that.

So the third thing or big idea that I really wanna talk about is that creating

content forces you to practice, forces you to take all the thoughts that you

have, that you share with clients, and one, condense them down into something

that's shareable, something that people can watch, something that people can

get value from, but also be general.

that, you know, they, they can actually apply it.

You know, if someone asks me a very specific question, for example, I

have a client today, we're gonna be deep diving into their video.

We're gonna break it down minute by minute.

What happened?

What went well, what didn't?

Where are we gonna put new things?

All of the details, everything about it, we're gonna break it down.

And so, That's not scalable.

I, I, I could go through that video.

I, we keep our client list private cuz you know, that's the type of client list

that we have and they appreciate that.

So I wouldn't actually do that.

So if you ever see a video that I'm breaking down, it's not a client's video

unless they've given me permission.

Um, but the thing is, , it forces you to get better at what you're doing because

you are day in and day out sharing with, you know, clients very specifically.

Maybe in a group that's still fairly specific or you're having to practice

doing that for someone you've never met.

Someone like I, I don't know you.

Maybe I do, maybe I don't.

Um, if I don't know, you reach out.

I'd love, love for you to leave a comment, reach out, um, get to know you better.

But the thing here, You are practicing, and so when you give these coaching or

consulting services, create courses, whatever it is that you're doing,

you're better because you've practiced more, you've put more hours in.

Second, you're gonna show up better on camera.

So if you ever do an interview, you ever get invited on TV or a podcast

or anyone else's social media.

You've practiced , you're going to look better, you're going to

sound better, you're gonna be more.

And so, you know, there are a lot of people that when we

watch the podcast, it's boring.

It really is.

The person is phenomenal at what they do.

They just don't know how to share the message in social

media and with the reach and.

How well media, social media multiplies your effort and your content.

You need to get good at this.

If you are not doing this, you're gonna fall behind in 2023, because

what this does, you're practicing, you're sharing your message.

It's long tail marketing.

People are finding these messages and they're coming

to you to get your services.

I can't tell you how many times when I've posted these content, someone reaches

out to me and says, Hey, I love this.

How can I work with you?

How can I hire?

I've had companies cuz of my other videos, send me equipment, do deals

where I help share their app or, you know, create a course on how to use their

software service because I'm already using it because it already aligns with

what I'm doing and I'm able to help them share their message and their vision.

These are companies that, you know, I, I started in YouTube, not consulting

or coaching, but creating content.

And I loved so many different brands of, you know, camera gear.

Some of my dream lists brands reached out to me because of.

Content that they saw on TikTok content that they saw on YouTube.

It, it brings opportunities and so it's going to do the same

thing for you with clients.

It's done the same thing with me with clients, the people that I work

with, the clients that I work with.

Row 7, 8, 9, figure businesses with media, with marketing that comes from creating

this content that is evergreen, creating this content that is going out to the

world that is being multiplied, that you will never actually know the reach of.

You can measure it some on YouTube, but when you get all the platforms involved.

. Think about each individual person being impacted by the content you're creating.

You can't measure it.

It's, it's going to build your business.

It's going to build your mission, and people are gonna remember you.

So the thing here is that creating content is going.

To make you better at creating content one, but at better at coaching,

consulting, doing the thing that you do.

So the tactical advice here is that when you first start this, make a point, make

a scheduled best you can to record as many times as you can in that first month.

You know, if that's daily for an hour, do it daily for half an hour, do it.

You need to get in front of the camera as often as possible

in that first 30 to 60 days.

After that, if you're doing once a week.

Okay, cool.

We want you posting more than that, but I just wanna let you.

Practicing more upfront is worth the effort is worth the time.

You know, if you can hold a schedule of say, recording twice a week, three

times a week, um, you know, there are different tactics we can use here, but

if you can hold that schedule, double it, triple it for that first 30 to 60 days.

That way you get used to recording, you get used to being in front of the camera.

You're gonna get a lot of your.

Crappy content out because your first videos are going to suck, and that's okay.

Just leave them up.

Let people watch them.

Let people watch the journey of you progressing 'em, you getting better.

That's, that's something that's helpful for people.

Two, you're going to be able to get a lot more content out.

So if someone sees video 13 and they really like it, they have 12 more

potatoes to go watch, maybe Really they're not the best, but really

quickly, you've put out a lot of content.

You know, people are excited to see your channel, but there's

not a whole lot to dive into, and so we're gonna get that outta.

Tactically speaking, that's what you wanna do.

Get the practice in now.

Get as many reps in as you can, as fast as you can.

Um, don't wait.

If, if that doesn't fit your schedule.

Now, just start really, you don't have to have the fancy camera,

you don't have to have equipment.

You do want probably an okay mic and your smartphone is great, but get going.

Go create that content and go start.

So now that you've decided to start a YouTube based podcast, what you

need to know is how do you actually create great podcast episodes?

You know, solo episodes, but also interview episodes if you want to

still be seen as an expert to get people to know I can trust you.