00:00:00ここはロンドン。最新のメディア企業の
00:00:01スケーリング戦術を
00:00:04旧態依然とした業界に融合させようとしています。
00:00:06今日は、運用資産残高7億5,000万ドルの
00:00:08資産運用会社と打ち合わせをします。
00:00:12彼らは組織内にメディア部門を
00:00:14立ち上げるための支援を必要としています。
00:00:15- では、具体的にどうすれば
00:00:16クオリティを維持しつつ実現できるでしょうか？
00:00:18- 彼らのビジネスを変革させるための
00:00:203つのシステムについて掘り下げていきます。
00:00:22LinkedIn OS、コンテンツの連鎖（ウォーターフォール）、
00:00:24そして組織図についてです。早速始めましょう。
00:00:26まずは現状を教えてください。
00:00:27現在、どのようなSNSを活用し、
00:00:28どんなマーケティングをしていますか？
00:00:30また、課題だと感じていることは何でしょうか？
00:00:33- この業界の大きな課題はブランドの認知度です。
00:00:34デザインが顧客との文化的なつながりを生むと考えています。
00:00:38単なる金融サービスや損益計算書以上のものを
00:00:41ブランドから感じてもらえれば、
00:00:43市場の浮き沈みがあっても顧客を繋ぎ止め、
00:00:45新たな顧客を惹きつけることもできるはずです。
00:00:46私たちは、Appleのジョナサン・アイブや
00:00:48建築家のノーマン・フォスターのような
00:00:51素晴らしいデザインを生み出す方法を知っています。
00:00:54その高いデザイン性を持ち込みたいのです。
00:00:58開放的で民主的な文化を築き、
00:01:00顧客の視点で物事を見たいと考えています。
00:01:04私たちは起業家です。リスクを冒してこれを立ち上げました。
00:01:06やる必要はなかったのですが、あえて挑戦しました。
00:01:07保守的な業界なので時間はかかりますが、
00:01:08今はLinkedInに注力しています。
00:01:09しかし、悩ましいのはInstagramやYouTubeに
00:01:13どう参入すべきかという点です。
00:01:15私たちの業界に馴染む場所とは思えませんが、
00:01:17一方で、この分野における業界の動きは
00:01:19まるで恐竜のように鈍いのです。
00:01:20クオリティを維持しながら、
00:01:21どうやって展開していけばいいのでしょうか？
00:01:23- ハンドルのような会社がコンテンツ制作を行うなら、
00:01:26明確な定義が必要です。OS（運用システム）を整え、
00:01:28構造をシンプルにする必要があります。
00:01:29まずはLinkedInの仕組みと
00:01:33ファネルについてお話ししましょう。
00:01:35まず、毎日1回、
00:01:37コンテンツを投稿することから始めます。
00:01:39理想は週7日の投稿です。
00:01:42各投稿には「コール・トゥ・アクション（CTA）」、
00:01:43つまり「行動喚起」を盛り込みます。
00:01:44コンテンツのカテゴリーは4つに分けます。
00:01:47投資のアドバイス、税務、成長機会、
00:01:49そして次世代（ネクスト・ジェン）の話が出ましたね。
00:01:50「次世代」「投資」「税務」、
00:01:52そして先ほど仰った「デザイン・品質・信頼」といった
00:01:54価値観に関するものです。
00:01:57毎日投稿し、その最後に
00:02:00カテゴリーに応じたCTAを配置します。
00:02:03例えば、2026年の英国居住者向け
00:02:04最新節税戦略についての投稿をしたとします。
00:02:07「最近ドバイへの移住者が増えていますが、
00:02:09あなたも移住すべきか、残るべきか？」といった内容です。
00:02:12読者が気になっているであろうこの話題を深掘りし、
00:02:15最後にCTAを置きます。
00:02:16「自分に最適な税務戦略を知りたいですか？
00:02:19英国人が移住する人気上位40地域の
00:02:23メリット・デメリットをまとめたリストを
00:02:26無料でプレゼントします。こちらをクリックしてください」と。
00:02:28こうして4種類のCTAが、
00:02:304つの異なるランディングページへと誘導します。
00:02:33そこで「リードマグネット（特典）」を受け取ってもらいます。
00:02:36この「40のトレンドガイド」のような特典の目的は、
00:02:40会社のSlackなどで共有してもらうことです。
00:02:43誰かがLinkedInで見つけた有益な情報を
00:02:46社内でシェアすれば、CFOの目にも留まります。
00:02:48「これは何だ？ どこが作った？
00:02:49バークレイズなら1万ポンド請求されるような情報を
00:02:53無料で出しているのは誰だ？」となるわけです。
00:02:54「ハンドルの連中が無料で配っているんです」と。
00:02:55こうして特典を渡すと同時に、
00:03:00最も重要な「ニュースレターへの登録」が完了します。
00:03:02多くの古い業界の企業が犯す間違いは、
00:03:04コンテンツを軽視することです。
00:03:08しかし、ジェフ・ベゾスやウォーレン・バフェットの
00:03:10株主への手紙は伝説的ですよね。
00:03:12ニュースレターもそうあるべきです。
00:03:15そして、ニュースレターの中にCTAを置きます。
00:03:17SNSで「仕事を依頼してください」と連呼すれば、
00:03:18大手銀行と同じように聞こえ、
00:03:21「売り込み」だと思われて敬遠されます。
00:03:23しかし、ニュースレターに登録してもらい、
00:03:25メールアドレスを入手した後は違います。
00:03:27「個別相談を希望される方は、
00:03:30コンシェルジュ・サービスの予約はこちらから」と
00:03:32自然に提案できるようになります。
00:03:35ここから実際の成約へと繋げていくのです。
00:03:37例えば、30ページのリードマグネットを4つ作れば、
00:03:40計120ページの素材が手に入ります。
00:03:42その1ページ1ページがメール1通分のネタになります。
00:03:44ある週は一つの核心的なテーマを深掘りし、
00:03:46次の週は「今週のおすすめ記事」をまとめる。
00:03:50深掘りとキュレーションを組み合わせるのです。
00:03:51ネタ切れの心配はありません。重要なのは「深さ」です。
00:03:53これら全てを実行するには、
00:03:55やるべきことがたくさんあります。
00:03:56ランディングページ、特典、そして
00:03:58信頼できるライターによるニュースレターが必要です。
00:04:00これらは専門的で、表面的な情報ではありません。
00:04:02「この10の項目を完璧に仕上げてくれ」と
00:04:04指示できる体制を整えるべきです。
00:04:06ニュースレターに登録した人は、
00:04:09自ら「あなたの話を聞きたい」と言っている人たちです。
00:04:10LinkedInの投稿はフォロワーの10％にしか届きませんが、
00:04:13メールなら登録者全員に届きます。
00:04:16だからこそ、ここが案件獲得の主戦場になります。
00:04:18また、顧客をフィルタリング（予選）するための
00:04:19問い合わせフォームも不可欠です。
00:04:23要望や資産状況、居住地などを
00:04:251分で入力できる項目を用意し、
00:04:28適切な担当者へ振り分けられるようにします。
00:04:301億ドルの資産を持つ人が来れば、
00:04:32アンディのようなシニア担当へ。
00:04:34新製品に興味がある人なら、別の適切な窓口へ。
00:04:37ターゲット外の人には、
00:04:40「コミュニティへようこそ。まずは無料の動画や
00:04:42資料をチェックしてみてください」と案内し、
00:04:44良好な関係を築きつつ、
00:04:47将来的に役立つコンテンツを提供し続けます。
00:04:49そして有望な見込み客には、
00:04:51フォーム入力から1時間以内に電話をかけるべきです。
00:04:52その速さが、顧客に「ここは他とは違う」と
00:04:54思わせる鍵になります。
00:04:56メディア企業を構築する際、
00:04:58最も重要なのは、理想の顧客が
00:05:03最も活発に活動しているプラットフォームから始めることです。
00:05:05ハンドルの顧客はLinkedInにいます。
00:05:08最初から手を広げすぎず、
00:05:10まずはその一箇所を徹底的に攻略するのが正解です。
00:05:11では、具体的なLinkedInの戦略に入りましょう。
00:05:14トピックと、投稿の形式（長さなど）についてです。
00:05:17LinkedInでは、長尺の投稿が最も効果的です。
00:05:19YouTubeが視聴時間を重視するように、
00:05:21LinkedInは滞在時間を評価します。
00:05:23魅力的なフック（書き出し）で「もっと見る」をクリックさせ、
00:05:26スクロールさせて、中身の濃い画像を見てもらう。
00:05:28例えば、英国人にとっての「移住のしやすさランキング」の
00:05:33インフォグラフィックのような画像です。
00:05:36読者が数分間滞在し、さらに詳しく知るために
00:05:37リンクをクリックして無料リソースを受け取る。
00:05:39この一連の動きが、アルゴリズムに対して
00:05:41「これは価値ある投稿だ」という強いシグナルを送るのです。
00:05:43トピック選びで最も重要なのは、独自の視点を持つことです。
00:05:44私の「Founder OS」を例に挙げましょう。
00:05:461. これからのオンラインビジネスは「創業者主導型」になる。
00:05:482. それにはシステム化され、収益性が高く、洗練されている必要がある。
00:05:503. その構築を助けるのが、私たちの提供するコンテンツGPSである。
00:05:53これが私のポジション（立ち位置）です。
00:05:54最良のトピックは、優良顧客からの切実な質問の中にあります。
00:05:57なぜ彼らはあなたを選んだのか？ 彼らの悩みは何だったのか？
00:05:58その答えを「思想的リーダー」として発信することで、
00:06:00類は友を呼び、新たな顧客を惹きつけるのです。
00:06:02500人のクライアントを抱えるあなたたちほど、
00:06:04彼らのことを深く理解している存在はいません。
00:06:09それがブランドの強みであり、コンテンツ戦略の核になります。
00:06:11過去数ヶ月間に顧客から寄せられた質問を
00:06:14ホワイトボードに全て書き出してみてください。
00:06:16「手数料3％の価値はあるか？」「賢い投資家と怠惰な投資家の違い」
00:06:18そうした専門的な問いが、最高のコンテンツになります。
00:06:19これらはチームの新人研修資料としても役立ちます。
00:06:22「この質問にはこう答えるのが我が社のスタンスだ」と
00:06:26示すことができるからです。
00:06:30アセットマネージャー、ウェルスマネージャー、
00:06:33投資銀行の違いといった教育的な内容も良いでしょう。
00:06:37世の中には表面的な情報が溢れていますから、
00:06:38あえて「なぜ」を深掘りし、徹底的に解説するのです。
00:06:39「チームの作り方」や「資産管理会社の選び方」などの
00:06:43ハウツーものも有効です。
00:06:46そして、理想の顧客像（ペルソナ）を詳細に書き出し、
00:06:49ChatGPTに読み込ませます。
00:06:51「このペルソナに基づき、深掘り記事とハウツー記事を
00:06:53それぞれ100個ずつ、質の高い順に書き出してくれ」と
00:06:56指示すれば、膨大なアイデアが手に入ります。
00:06:58- 明日までに終わらせられそうですね（笑）。
00:07:00- ChatGPTは最強の相棒になります。
00:07:02今はもう2025年です。2018年のような古いやり方は捨てましょう。
00:07:05多くの人がChatGPTを使いこなせないのは、
00:07:06文脈を与えず、単純な指示しかしていないからです。
00:07:08私がお勧めするのは「10-10-10フォーミュラ」です。
00:07:101. 自分が刺激を受けた最高のLinkedIn投稿を10個
00:07:122. 同業界の素晴らしいコンテンツを10個
00:07:133. 自社ブランドの個性がよく表れている資料を10個
00:07:16これら30個の素材をChatGPTのプロジェクト機能に読み込ませます。
00:07:18先人の知恵を借り、自社の個性を学習させることで、
00:07:22飛躍的なアイデアが生まれるようになります。
00:07:24これをもとに、LinkedInのトピックから
00:07:26リードマグネット、そしてニュースレターへと繋がる
00:07:27コンテンツの流れを設計します。
00:07:30ニュースレターは毎週配信する必要はありませんが、
00:07:33配信するたびに「個別相談」へのCTAを必ず含めます。
00:07:34LinkedInや口コミで集まった人々は、あなたのデータベースです。
00:07:35有益な情報の最後に、「最近このような相談を多く受けます。
00:07:37興味のある方はこちらから予約してください」と
00:07:39自然な一言を添えるだけでいいのです。
00:07:42さて、LinkedInとニュースレターの次は、
00:07:43他プラットフォームへの展開と、必要な組織体制についてです。
00:07:44最高のLinkedIn投稿は、YouTubeやニュースレターの
00:07:47ネタの宝庫になります。まずはLinkedInで2ヶ月間、
00:07:49どんな内容に反応があるかテストを繰り返してください。
00:07:50そのデータこそが、将来のYouTube動画の設計図になります。
00:07:53LinkedInの長尺投稿はX（旧Twitter）にも転用できますし、
00:07:55画像はInstagramの投稿に、動画の切り抜きは
00:07:57YouTubeショートやリール動画になります。
00:07:59最初から全方位を目指すのではなく、まずは最小単位の
00:08:03「LinkedIn ＋ ニュースレター」を完成させましょう。
00:08:05- 制作コストが気になります。やるからには中途半端ではなく、
00:08:08プロフェッショナルで最高のものを作りたいですから。
00:08:09- 単なるブログではなく、本物のメディア企業を
00:08:12目指すなら、相応の組織図が必要です。
00:08:14安価な外注サイトで人を探すのではなく、
00:08:16「フェラーリ」を作り上げるようなプロを雇うべきです。
00:08:17人材を「経費」ではなく「投資」と捉えてください。
00:08:19安さを優先すれば、安っぽいブログで終わります。
00:08:22しかし、確かなスキルを持つ人に投資し、
00:08:25月に30本の質の高いコンテンツを発信すれば、
00:08:27そこから5人の「理想の顧客」を獲得できるはずです。
00:08:29彼らはコストセンターではなく、利益を生む源泉なのです。
00:08:32必要なチーム構成は、コンテンツマネージャーを中心に、
00:08:34クリエイティブディレクター、動画部門、執筆部門など。
00:08:36ニュースレターには専属の優れたライターを、
00:08:38SNS（XやLinkedIn）には別のソーシャルライターを配置します。
00:08:40動画部門にはビデオグラファーとエディターが必要です。
00:08:41そして全体を管理するコンテンツマネージャーが鍵となります。
00:08:43フェーズ1では、まずニュースレターとSNSの
00:08:45優秀なライターを確保することから始めましょう。
00:08:47次にソーシャルマネージャー、その次に動画部門へと、
00:08:48段階的に拡大していきます。
00:08:50このシステムの詳細をまとめたガイドは、
00:08:53概要欄のリンクからダウンロードできます。
00:08:56さて、予算の目安ですが、フェーズ1の月額予算は
00:08:57ライター、マネージャー含め約2万5,000ドル。
00:08:58これで一流のメディア基盤が整います。
00:08:59フェーズ2でソーシャルマネージャーや
00:09:01デザイン予算を追加すると、プラス2万ドル。
00:09:03フェーズ3で本格的な動画制作を導入すれば、さらに約1万8,000ドル。
00:09:06合計で月6万ドル以上になりますが、
00:09:08ここで考えてほしいのは、顧客一人当たりの生涯価値です。
00:09:10- 1,000万ドルの資産を預かる顧客一人につき、
00:09:12年間で約7万5,000ドルの収益になります。
00:09:15- 控えめに3万ドルと考えても、この体制で
00:09:17月に2人の顧客を獲得できれば、投資は回収できます。
00:09:18一流紙の編集者をスカウトし、洗練されたデザインで
00:09:21富裕層向けの「Apple」のようなブランドを築き上げる。
00:09:23この戦略は、今まさに検討中の見込み客の
00:09:26背中を押す強力な武器になります。
00:09:28- 確かに。有望な見込み客が数人成約するだけで、
00:09:30十分に元は取れますね。
00:09:32- その通りです。以上が、伝統的な業界で
00:09:35メディア企業を構築する戦略です。
00:09:37ウェルスマネジメントという一見「お堅い」業界でも
00:09:40可能なら、あなたの業界でも必ず通用するはずです。
00:09:42LinkedInシステムの全容を知りたい方は、
00:09:45ぜひこちらの動画もチェックしてください。
00:09:47ご視聴ありがとうございました。それではまた！
00:09:48What I generally like to do is think about
00:09:51the best topics oftentimes to talk about
00:09:54are what are the people that are paying you the most money
00:09:57or like the most loyal customers, like your dream customers?
00:10:00What are their core questions?
00:10:02Why did they start working with you?
00:10:04Then being thought leaders around that stuff
00:10:07to attract more people like them and their friends.
00:10:10And that's where the magic is.
00:10:11That's what other people won't do.
00:10:13It's like we have this stable of 500 clients.
00:10:16No one knows this pool better than we do,
00:10:18which is basically the brand stance.
00:10:19No one serves them on a deeper level
00:10:21and cares more than we do.
00:10:23Here's the things they've brought up
00:10:26and that's your content strategy.
00:10:28For you guys, like given the fact,
00:10:29I think you have an opportunity to like just whiteboard
00:10:32all of these kinds of topics that have been coming up
00:10:34over the last few months.
00:10:36Yeah, is the 3% worth it?
00:10:38Lazy investor versus smart investor.
00:10:40All this like nuanced stuff.
00:10:42That then becomes like the actual content
00:10:44you're gonna put out.
00:10:45The good news for you too,
00:10:46is that also becomes amazing onboarding material
00:10:48for the team you're gonna be starting up.
00:10:51'Cause now they're like reading all this stuff
00:10:52and they're like, this is our stance.
00:10:54So a client asks you this, respond with this.
00:10:57Like if they ask you like, is the 3% worth it?
00:10:59This is how we speak to that.
00:11:01So I think like when you think about the topics, right?
00:11:03It's like these insider questions.
00:11:05It's like the why kind of questions you've brought up, right?
00:11:08And then a lot of education around like,
00:11:10you know, is it an asset manager versus a wealth manager?
00:11:14Asset manager or an investment banker?
00:11:16You know, deep dives into like, you know,
00:11:18for these kind of folks, like I think, you know,
00:11:21there's a million deep dives, different kinds of products,
00:11:23different kinds of markets.
00:11:24How to also structure their overall like team
00:11:28when they think about this.
00:11:29If people know they need like a great accountant,
00:11:31a great lawyer, but what do they need in this whole area?
00:11:34So then on the format side,
00:11:35I think it's a lot of like kind of deep dives, right?
00:11:38Just like getting into these things in a thorough way.
00:11:40I think there's a lot of like surface level stuff out there.
00:11:42Right?
00:11:43It's like actually going deep into these different
00:11:45like why questions.
00:11:46You know, some of these can be also like how-tos.
00:11:49How to structure your team.
00:11:51How to, you know, exit a certain place.
00:11:54How to decide on an asset manager.
00:11:57And one thing with this too that you can do, right?
00:11:59Is like, if you make a really detailed document
00:12:02on like your core client avatar, or even two, right?
00:12:05So you have like your 0.01% person.
00:12:08You have like your 1% person.
00:12:09What's like their pain points?
00:12:11What are their dreams?
00:12:12Where do they live?
00:12:12What are they into?
00:12:13What do they read?
00:12:14Just like I can think about a two pager brainstormer
00:12:16for each of these avatars.
00:12:17Upload those to Chatubity and then ask it to go
00:12:21and just upload this photo that we've just made.
00:12:23And say, just flush this out for me now.
00:12:26Based on the core stuff we pointed out.
00:12:28So go and create like a hundred deep dives
00:12:30that are ranked from best to worst.
00:12:31Go and create a hundred how-tos
00:12:32that are ranked from best to worst.
00:12:33And then you guys are armed with like-
00:12:34- We can have this done by tomorrow.
00:12:36(all laughing)
00:12:38- And by your Monday research meeting.
00:12:39'Cause that's it, yeah.
00:12:41So yeah, in a week from now-
00:12:42- Well that's amazing what Chatubity put this in.
00:12:45- So we're not living in 2018 anymore.
00:12:47It's 2025 and Chatubity should be your best friend.
00:12:51But most people are using it the wrong way.
00:12:53They got basic prompts.
00:12:55They give it no context.
00:12:56And then they wonder why they're still doing
00:12:58all this grunt work.
00:13:00And so what we get into here is the 10-10-10 formula.
00:13:03Essentially making sure that you have 10 references
00:13:06on a given platform for the best type of content
00:13:08that inspires you.
00:13:0910 references from inside of your industry
00:13:12of the best content that you've saved or bookmarked.
00:13:15That you're like, one day I hope my brand is that good.
00:13:18And then 10 references for what your brand is all about.
00:13:21You take those 30 pieces of content.
00:13:23You feed that into a Chatubity project.
00:13:26And now you're standing on the shoulders of giants.
00:13:29From there, as we'll get into here,
00:13:31it's where the real magic happens.
00:13:32So you set up like your Chatubity project here, right?
00:13:34And kind of follow like a 10-10-10 rule with it.
00:13:37I would go and find 10 LinkedIn posts
00:13:40that you think are like the best ever
00:13:42in your given niche or like in overall, right?
00:13:45Put those all into a doc.
00:13:46Then go and find 10 pieces
00:13:48that are the best ever reference pieces from others,
00:13:51just in this niche.
00:13:53But it doesn't have to be on LinkedIn.
00:13:54It's like, this is like, you probably know those 10.
00:13:57You know what I mean?
00:13:58So you're like feeding, hey, these are 10 articles
00:14:00or pieces or whatever that I saw
00:14:03that like I couldn't stop thinking about
00:14:04that I shared with everyone.
00:14:05Put that into a doc.
00:14:07And then have like a brand reference, 10 brand references.
00:14:11So this is like maybe your landing page copy.
00:14:13This is, you know, a bunch of these letters
00:14:16that you've been writing to your existing audience
00:14:20and insiders that like they've been loving.
00:14:22Like what are like the best eight of those?
00:14:23- Yeah.
00:14:24- Right, and so now you've got this project in GPT
00:14:28that's got all of these amazing LinkedIn docs,
00:14:31all of the references from amazing people.
00:14:34And it's got this, right?
00:14:35And now starting to use that to brainstorm things
00:14:38like the best deep dives ever.
00:14:40And like the best how-tos.
00:14:41'Cause essentially now what it's doing
00:14:43is like standing on the shoulders of giants.
00:14:45And it's fed enough that it can really start coming up
00:14:48with some breakthrough stuff.
00:14:50On the lead magnet side, it's the same thing, right?
00:14:52You can come up with all these topics.
00:14:54If we want to like get more like AI about it,
00:14:56what you can end up doing is you have like say 60 topics
00:15:00right over here that you've come up with
00:15:01on like your Monday brainstorm.
00:15:03And then you can go, okay, these are the 60 topics
00:15:05that we're going to come up with.
00:15:07What are like the four lead magnets that we need
00:15:10that would be like, you know, cover the gambit
00:15:13and be like the right thing to then lead people
00:15:15from these topics on LinkedIn to these lead magnets.
00:15:18So from here, basically like you have your newsletter.
00:15:20And again, it doesn't need to be every week.
00:15:22You have these topics going out.
00:15:24You have these lead magnets.
00:15:25Like you could just dive into those slightly more
00:15:27and that's a newsletter.
00:15:28And it comes down to like early on
00:15:31to how quick are you looking to scale things
00:15:33and monetize all this.
00:15:34Oh, every time you send a newsletter, right?
00:15:36It's got the CTA to the work with us page.
00:15:38And so if you're looking to get things going,
00:15:40that's your trigger, right?
00:15:42'Cause all these people are now in that.
00:15:43All these people you've been talking about
00:15:45and talking with all through your travels.
00:15:46All the people that are on LinkedIn
00:15:48that have been getting into the newsletter are there.
00:15:49That's your database.
00:15:50You know, you're gonna have like a bunch of coffee
00:15:52in the newsletter doing its thing.
00:15:54And then you may describe like an organic little blurb
00:15:57that leads to like, oh, by the way,
00:15:58like we've been seeing a lot of our clients
00:16:00like asking us for this.
00:16:01Like if you're curious about how we'd work with people,
00:16:04just like, you know, click this link.
00:16:05And then it will get into a little bit more copy
00:16:07and then like kind of maybe you have like a sign off Harry
00:16:09and then just say like, by the way,
00:16:11like wanna work with us in some way,
00:16:13get on a call with me or my team.
00:16:15Yeah, just last couple of things.
00:16:16You guys have brought up like, okay, LinkedIn's good,
00:16:18but what about all these other platforms?
00:16:19And then kind of like the org chart
00:16:21you would need on a media team.
00:16:24Let's first let's talk about like back a napkin,
00:16:26how to think about the actual content, right?
00:16:28So you have these like LinkedIn long form posts going out,
00:16:31right?
00:16:32Your best LinkedIn long form posts can inspire
00:16:35like a newsletter as an example.
00:16:37The same thing where you would take your best LinkedIn posts
00:16:40after two months.
00:16:41So just focus there for now, right?
00:16:43But you're actually getting your YouTube content strategy
00:16:46done at the same time.
00:16:47'Cause your best LinkedIn stuff is gonna give you data
00:16:49on, you know, what do people really care about?
00:16:51What drives clients?
00:16:52And that becomes your YouTube videos down the road.
00:16:54Similarly, if you start posting on X, right?
00:16:56These long form posts,
00:16:57you could literally just take the exact same content
00:17:00and probably just put it right on X.
00:17:01Similarly, you know, as you start moving to like IG,
00:17:04these LinkedIn long form posts probably have an image in them
00:17:07and those images can go into things like, you know,
00:17:09IG posts and cut downs of your YouTube
00:17:13could be like, you know, YouTube shorts
00:17:16and the same stuff could become like IG reels.
00:17:18In a sense, like the quickest way
00:17:20to build this omnipresent strategy
00:17:22is to first just focus on like the minimum viable,
00:17:26which is like LinkedIn and newsletter.
00:17:28You get that, right?
00:17:29You actually are doing all this other stuff.
00:17:32- You know, what's the production cost?
00:17:33'Cause that's what I've always thought.
00:17:35Like if we need to do that well, we gotta do it well.
00:17:38If we're gonna do it, we gotta do it really well.
00:17:40And I want it to be professional.
00:17:41- Blog versus media company.
00:17:44Most people wanna go and build up a media company,
00:17:46but quickly find themselves building some rinky dink blog.
00:17:49And I think one thing that people get stuck with there
00:17:51is the org chart that's required
00:17:54to build an actual media company.
00:17:55We're not talking about hiring people on Fiverr.
00:17:58We're talking about going and finding people
00:18:00that can help you build a Ferrari.
00:18:01And the truth is when you're building that out,
00:18:03you need to view people as investments versus expenses.
00:18:07If you go and try to hire the cheapest person,
00:18:10yeah, you're gonna find yourself
00:18:11running some rinky dink blog.
00:18:12But you start going and actually valuing people
00:18:14for their skillset, the real additive skills
00:18:17they can go and add to your organization,
00:18:19going and looking at people as real investments,
00:18:21people that they can go and produce say 30 pieces of content
00:18:24for you in a given month.
00:18:25And you know that from those 30 pieces of content,
00:18:27you're gonna go and finally get five dream clients.
00:18:30So they're not just some cost center for your business.
00:18:32These are people that are gonna drive real cash flows
00:18:34and profit to you.
00:18:35The question is, are you looking to build a media company
00:18:38or just some blog?
00:18:39When you're building an omnipresent team,
00:18:41you're likely going to have basically like a content manager.
00:18:45Similarly, you are gonna want like a creative director
00:18:48for the brand.
00:18:49That could be, you know, you Harry, as an example,
00:18:52but I could see you being this,
00:18:53you're the CEO from my understanding.
00:18:55And the creative director is gonna be
00:18:57that brand team you mentioned.
00:18:59Now, as you go and start thinking
00:19:01about the different platforms,
00:19:02I think the obvious way to think about it would be like,
00:19:06there's video and a video department,
00:19:08and then you have content, like written kind of department.
00:19:12And then you'd have copy over here, which we'll talk about.
00:19:17Over here, like more like your newsletter area.
00:19:19These are kind of like your different areas.
00:19:22So you're gonna have likely,
00:19:23basically like a CEO of the newsletter,
00:19:26who's gonna be some like bad-ass writer.
00:19:28So on the content side,
00:19:30you're gonna have like basically like a social writer.
00:19:32Typically you want someone different
00:19:34than the newsletter writer, okay?
00:19:35Because like, this is the person that's doing stuff for X
00:19:38and for LinkedIn.
00:19:39On your video side,
00:19:40you're typically gonna have like an actual like videographer,
00:19:43and you're gonna have long form editors for YouTube
00:19:47and short form editors if you do short form content.
00:19:50And so the content manager is like, you know,
00:19:52the one keeping this whole squad together.
00:19:55The only last piece is that you're gonna want
00:19:57a social manager, right?
00:19:58Someone to actually go and post the content.
00:20:01The next piece is that you're the content manager right now,
00:20:04right? - Yes.
00:20:05- Yeah, but are you hoping to be that for a long time?
00:20:08- Yeah. - Okay.
00:20:10Yeah, and I think for this role,
00:20:11like because of where it is,
00:20:12you're gonna wanna talk to like,
00:20:14I would talk to 58 players, you know?
00:20:15That's like, you know, a kind of early person potentially.
00:20:20Like we'll just talk like in first stage, right?
00:20:22First stage, we need the writer for the newsletter
00:20:24and we need a social writer for X and LinkedIn.
00:20:27I mean, mostly just LinkedIn to start with.
00:20:28That's stage one.
00:20:30Like it's really that simple.
00:20:31It's a nice thing, right?
00:20:32Then the next part from there
00:20:33is you're probably then looking for sure,
00:20:36like you're gonna need a social manager.
00:20:38The third piece then is you're probably then looking
00:20:39to move into like video
00:20:41and that's where you start building this operation out.
00:20:43So throughout this session,
00:20:44I did deep into the org chart and content waterfall system,
00:20:48as well as my LinkedIn OS.
00:20:49And if you wanna follow along
00:20:50and go and fill out these systems,
00:20:52so you're almost in the room with us,
00:20:54you can go and get this entire guide
00:20:56via the link in the description.
00:20:58So go download that and follow along.
00:21:00And in terms of like the different stages,
00:21:02so, you know, the budget per stage,
00:21:04we'll talk about like just the incremental budget
00:21:06just to do like phase one.
00:21:08So you have this writer,
00:21:10that person's going to be 8K back in napkin.
00:21:14The content manager is probably 10K
00:21:17and social writer back in napkin 8K.
00:21:20This could be plus or minus.
00:21:22This is monthly, month.
00:21:24Yeah, so you're looking at like V1, 25K a month
00:21:30and you're like up and going with like a pretty good,
00:21:32like, sorry, with a really solid, like written publication,
00:21:36getting stuff out there, you know,
00:21:38getting that sophisticated
00:21:39kind of content infrastructure going out,
00:21:41getting the voice right, getting the messaging,
00:21:43building like the V1 media company here.
00:21:46So stage two then,
00:21:47we're probably just like filling some of the gaps here.
00:21:50So some people are like,
00:21:52like we wanna scale to the next level.
00:21:53We've noticed like some areas are breaking.
00:21:55You know, again, I think one area that's gonna break first
00:21:57is like social manager.
00:21:58There's just gonna be a lot of content
00:21:59you're gonna wanna start posting soon.
00:22:00And it's like, okay, we need to get some help.
00:22:01That person's 10K max.
00:22:04You can probably get them for like six, seven, eight,
00:22:06depending on how you wanna do it.
00:22:08You may also just like add a budget.
00:22:09Like I know you guys are designed forward.
00:22:11And so you probably have like potentially a design budget
00:22:13just for stuff, you know,
00:22:15whether it's infographics for LinkedIn,
00:22:17little images you're gonna put in the newsletter,
00:22:19making the landing pages look bad-ass.
00:22:21That could even be an earlier thing, but you know,
00:22:23back in napkin now you're at another incremental,
00:22:25say 20K per month.
00:22:26And then when you start to go the video direction,
00:22:28this is where you're adding like a lead video producer,
00:22:31videographer just when you're shooting,
00:22:32editors when you have stuff.
00:22:33Let's just say back in napkin, you got a video producer,
00:22:37let's say back in napkin for 10K.
00:22:40We have videographers say doing four videos long for a month
00:22:44at 1500 each, that's 6K.
00:22:46If they're doing say 10 to 12 short form videos
00:22:49at 150 each, 1800 bucks.
00:22:52Oh, let's just say back in napkin for short form.
00:22:54Approximate like budget here is like, yeah, 18K.
00:22:57- That can sound like a lot to some people, right?
00:22:5945, like so 63.
00:23:01- Yeah.
00:23:02- 63K a month or a year, you know, you're looking at like,
00:23:07what is that seven, 720 or some shit.
00:23:09Where it comes down to is essentially when you think about
00:23:12that dream customer that we were making all this content for
00:23:15in the first place, what is that person worth to you?
00:23:17A year or over like the life cycle that they work with you.
00:23:21- Okay.
00:23:21- Let's just put some numbers on that.
00:23:22- Sure.
00:23:23A million clients will earn us between 50 and 100,000 a year.
00:23:28So that client is 10 million, 50 basis points, lowest 50.
00:23:33It can be as much as 1%.
00:23:35That's a hundred, you know, so let's say mid point,
00:23:3775,000 comes in a year from each 10 million.
00:23:41- Sure, so let's just keep it conservative.
00:23:44So let's just say it's actually 75,
00:23:46but let's just make it 30,000.
00:23:47Okay, just because then it's like, okay,
00:23:49let's make this make sense under like
00:23:50even more conservative numbers, right?
00:23:52If each month under this whole operation, right?
00:23:55So you have one YouTube video coming up for a week
00:23:57as an example, 12 short form videos coming out per month.
00:24:00You have four newsletters that are bad-ass
00:24:02that are written by like some financial times,
00:24:03like editor that now you've poached
00:24:05and is now running your shit.
00:24:06You have a monocle copywriter
00:24:07making your shit look like insane.
00:24:09And you're building like this apple
00:24:11for like the 1% kind of vibe going.
00:24:13The question is like, can all of that
00:24:15go and drive you two clients a month?
00:24:17Because if it can just drive two clients a month,
00:24:19it breaks even.
00:24:20If you're looking to go and scale your media company,
00:24:22build out your team with the right structure,
00:24:24systems, support, and mentorship from me directly,
00:24:26you should definitely go and check out FounderOS.
00:24:29This is the high growth community
00:24:30that I've created for founders just like you.
00:24:32And you can go and apply via the link in the description.
00:24:35These kind of, this strategy too serves the people
00:24:37that are just on the fence right now.
00:24:40There's all these people just on the fence
00:24:41that are like, I've been between you guys
00:24:43and a couple others and this, that.
00:24:45All of this just helps get them across the finish line.
00:24:47- Yeah.
00:24:48Well, we have some big prospects.
00:24:49I mean, even if we got five of them, it would pay.
00:24:52- Yeah.
00:24:53- Well, that's the whole point.
00:24:53- It would pay.
00:24:54- Right.
00:24:55So there you have it.
00:24:56This is how to go and apply these content operating systems
00:24:58to go and build a media company in your industry.
00:25:00If Hundal can do it
00:25:01in the boring wealth management industry,
00:25:03well, it will probably work for you
00:25:05in your company as well.
00:25:06Now, if you're interested in seeing the whole LinkedIn system
00:25:09from A to Z, you should definitely go
00:25:10and check out this video.
00:25:12I appreciate you watching this.
00:25:13Be sure to like and subscribe
00:25:15and I'll see you in the next one.