Creator explains a three-stage content funnel for viral reach vs niche monetizationfrom @briarcochran

Transcript

Your content strategy is the ebbing and flowing between trying to go viral and trying to make a ton of money. Okay? And I just wanna be very clear. These are not the same thing. Holy cow. To have a bunch of followers does not mean to make a bunch of money. This is the biggest mistake that I see creators make, which I'm gonna talk about that a little bit more. Later in the video, I'm gonna talk about the three stages of your content strategy. So we'll get to that, but I wanna talk more about this. If you are only making money through brand deals and ad revenue, then, yes, just try to go viral over and over again, and you will be frustrated, and you will never truly make very much money. If you want to provide a service or a product and use your audience to send traffic to it, okay, then it requires different amounts of content. Okay? This is a concept called top of funnel, middle of funnel, bottom of funnel. Alright? If I just wanna go viral, go do something crazy. Go shake your butt on screen if you're hot. Go, flex if you're ripped. Go do something really funny. Make fun of somebody in Walmart. You'll go viral. K? If you wanna get rich, go teach accountants how to use AI for their sales process. Do you see tier difference there? Like, so many people wanna be like Cbum or, you know, some of these girls like Alex Early, Earl, or whoever. You no? Kai, Sanat. Like, that's fine. The the surface area for success over there is no, so small. Okay? You have to be so massive, like millions of followers, even more than that probably, actually. Over here, you need, like, a few thousand, like, 10,000 maybe, and you can make millions of dollars if you do it right. Now let's talk about how to do it right. Let's talk about top of funnel, middle of funnel, and bottom of funnel. What this means is your top of funnel is the goal is to get reach. These are videos that are meant to get lots of views. Okay? This brings people in. If you think of it like top of funnel, middle funnel, bottom of This top of funnel, you're bringing people into your ecosystem. Middle of funnel, you're educating them. Okay? You're training them to realize that you actually know what you're talking about. Like, you're not some weirdo just giving tips. You're saying, hey. Whenever I tell you how to do biceps, I'm talk I'm giving you three really unique tips that you've probably never heard before. K? That's a great middle of funnel piece. And then bottom of funnel is where you talk about your product or your service without being overly salesy. K? I'm gonna I'm gonna work through this with a gardener. Love my gardener examples. Okay? A top of funnel video for a gardener. Maybe I post this on a Monday. It would be how to feed a family of five on $10. Literally, anybody on the planet would be at least mildly interested in watching that video. Maybe a 16 year old boy would be like, I don't really care about feeding a family of five. I I have zero recollection, but or reason to watch that. But anybody else would be at least intrigued. Even if they don't have a family five, they'd be like, I'm kind of interested in watching that. K? Large reach. Now the middle of funnel content would be something like how to build a hydroponic garden in only 10 feet in only 10 square feet. Okay? Not everyone's gonna care about that. It's a little bit more niche specific. Your gardeners are gonna are gonna care about it. The people who, you know, maybe have a homestead or care a little bit more about it, they're gonna be like, oh, yeah. I'm really intrigued by this. I only have 10 feet of space. How are they gonna do it? It's gonna be a little bit more niche specific, and you're gonna add a ton of value in there. Now let's say I'm a gardener, and I am known for selling my carrot seeds. Okay? I got a website, and I sell carrot seeds for $10, and that's how I make my money. For every million views I get, I make $10,000 in carrot seeds. Alright? Here's my bottom bottom of funnel content. How to get your carrot size to double? We don't have to how to get your carrot size to double? I didn't entirely think about the wording on this. Best roll with me here. Just roll with me here. How to get your carrot size to double, and I'm talking about an actual carrot. This is really specific. It's about it it's about your product. It's about your seed that you're selling. Oh, this just gets worse and worst. But you get the point. Okay? Now I wanna talk about three questions you're gonna ask yourself whenever you're making a top of funnel top, top of funnel piece, a middle of funnel piece, and a bottom of funnel piece. K. Top of funnel. Can anyone watch this? Alright? Can anyone watch this? Literally, ask worse. Could literally anybody on the planet watch this? Doesn't have to be entirely. It should be, like, 95% of the people on the planet. Middle of the funnel, better I'm trying to educate them and nurture them. If they applied this to their life, would their life be way better? Okay? You doing something funny and screaming in the hallway of your high school is not gonna make you money. It's just not. You know? You singing a song to Tate McRae while you and your girls are getting ready in the mirror, it's not gonna make you money. There might be a bunch of horny guys that sit there and watch it. You might get a lot of views. They might follow you. It's gonna be tough to monetize. But back to the accountant, if you were like or the AI automated person for accountants, you were like, hey. Here are three tips to set up the automations that your email does this. If they were to apply that, that data life would be better. And then the bottom of funnel content is, did I position my product or service as the solution to their problem while still adding value? Okay? While still adding value. That is the secret. Let's do this how to double my carrot size. Alright? Love where this video is going. The problem. The hook might be have you ever spent 30 days making carrots and you're frustrated with how little you have to eat better? Alright. Bear with me. Well, guess what? These seeds and these three tilling tips, you till the soil this way, and then you sprinkle in this fertilizer, and then you water it this much. And if you use these seeds, your carrots will double in size. Okay. You see how it wasn't just, hey. Here are my carrot seeds. Go buy them. Them. Alright? There was a hook with a problem. There's a solution, and there's tips in between that isn't just use my product, use my product, use my product. Okay? It's, hey. Maybe till like this, maybe water like this, maybe fertilize like this. It's layers where someone watches that. And even if they don't buy your product, their life is still better. That's all you wanna do. You just wanna make someone's life better. Alright? And then eventually, they might buy your product. And even if they don't, you shouldn't be so concerned about it. So let's recap real quick. If you wanna monetize your content, you need to understand the ebb and flow between virality and conversions. K? So so so many of you have messaged me. How do I monetize? How do I monetize? How do I grow my brand? And your content is going in the wrong direction if your goal if your goal this is only if your goal is money. If your goal is fame and growth, keep going. Just do more of it. Okay? It's just gonna be really hard to make a living off brand deals and ad revenue. You'll get to 10 k. You might get to 15. It's gonna be hard to push further than that. Now if you have a service or a product, specifically a service, the best part is a service where you sell your expertise to other businesses at a premium. Back to the AI automations for accounting firms. Are you kidding me? You could sell that for $10. You find five accounting firms in the whole entire United States, Find 10, and you're a millionaire. Find eight, and you're a millionaire. A year. In a year. Okay? So you gotta understand the the difference between virality and conversions. Then number two is you need to understand how to ebb and flow, push and pull between top of funnel, middle of funnel, bottom of funnel. K? It should be about a four to one ratio. Four top of funnel for reach. Sometimes no always, actually. This is for the average person with a smaller following. If you have a bigger following, you might wanna no, like, two top of funnel, four middle of funnel, one bottom of funnel. You just ebb and flow. It just depends. If you're trying to make more money, then do more bottom of funnel. If you're trying to get more views, then you have more top of funnel. And then just always use middle funnel as your basis. Then ask yourself those three questions. Can anyone watch this for top of funnel? If they apply this, will their life be better for middle of funnel? And if did I position my product as the solution to their problem while still adding value? That's the bottom of funnel.