1 (2s):
Who's Rights Rock Today? Fire Nation, JLD here. And welcome to Entrepreneurs on Fire, brought to you by the HubSpot Podcast Network. With great shows like Marketing Against the Grain. Today we'll be breaking down the surprising power of combining long form and short form creativity for explosive business growth. To drop these value bombs, I brought Luis and Fonzi Camejo into EOFire Studios. These are two brothers from Venezuela and they came to the USA on soccer scholarships. After cold emailing 300 coaches, they turned entrepreneurs and started selling vinyl stickers door to door. And they now run a successful podcast platform as part of the HubSpot Podcast network and help entrepreneurs kickstart their publishing. In Today for our nation, we will be talking about the surprising power of combining long form and short form creativity for explosive business growth.

1 (51s):
We'll be talking about setting up your own pipeline platform. We'll talk about how and why speed is critical in today's world, and how you can monetize content and how fast you can do that, why content is king, and the role of content in your ecosystem and so much more.

Business Made Simple with Donald Miller (1m 6s):
And a big thank you for sponsoring today's episode goes to our sponsors, Business Made Simple hosted by Donald Miller is brought to you by the HubSpot Podcast Network. The audio destination for business professionals, Business Made Simple takes the mystery out of growing your business with episodes like How to Get Out of the Day-to-Day Operations Without Crashing Your Business. Listen to Business Made Simple. Wherever you get your podcasts,

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0 (1m 50s):
Alright,

1 (1m 51s):
Fire Nation, we are about to dive into a fantastic episode about the surprising power of combining long form and short form creativity for explosive business growth. And I am bringing in two brothers from another mother. They are also part of the HubSpot Podcast Network. As I mentioned at the beginning of the show, we've gotten to hang out in person, have some amazing dinners together, Luis and Fonzi. And I wanna start with you Luis. I I really wanna talk about the six phases of profitable content because I love breaking things down into steps, into processes, into phases. So what are those six phases of profitable content?

1 (2m 31s):
Yeah,

0 (2m 31s):
Absolutely John, and thank you for having us in your amazing platform. So, you know, across the years, and we, we have a production company, but we've also produced content for ourselves and we try to communicate with our team in many ways and we're trying to figure out this way on, like how can we set it up in a way that is replicable, we we can replicate it with, with the people that we help and also in our team. So phase one, right, is the, the what you say thing, right? So a lot of the people that, that come to us, or even ourselves when we're trying to do the podcast was, Hey, what do we actually talk about? We actually recorded 20 episodes and then after that we were like, our minds went blank, right? And, and then so, so that's normally like phase one trying to figure out there's different ways that we can do that.

0 (3m 12s):
Then phase two is the creation, the actual creation of that content, right? So for us it came just on, on the video side. On the podcasting side, that's where we found our home specifically live podcasting. So we actually do the live production and then, but for other people it might be just writing, writing the blog and that that's what's your creation process. That feels good to you first, right? Because if we, if we don't feel good initially, then it's gonna be really hard to keep consistent. The third phase is a production part of it. Like that creation that we have now is like what's the outcome? What is the, the final asset that, that we're actually gonna do? Is this live podcast gonna turn into an audio podcast as well that gets published a week later?

0 (3m 53s):
Is it gonna have multipurpose? And we are gonna create clips out of it. Like what's that outcome that we really wanna achieve, right? And this can change depending on if you are a solopreneur or an entrepreneur or a company with massive resources, right? This can vary in, in different volume, right? After that is a piece that we call ecpc the distribution, right? How are we actually gonna get our message out there to the world? Where are we, you know, plugging our message. Is there a network? Is there a specific platform? Is it multiple platforms? And we have to keep this in mind as we, as we work in the process because obviously we want to impact as many people as possible in, in our marketing or niche in people that we want to listen, right? And then right after that we distribute the content, then how do we actually connect it to our business, right?

0 (4m 38s):
How do we, how do we make money from it, right? So there's obviously different ways for us specifically is through the relationships that we build in our show. But for other people it might be affiliate marketing, right? It might be presenting an offer to somebody. It might be, you know, running ads in massive distribution to a book funnel for example. Depending on your type of business, there's gonna be different ways on how you can connect that content that you're creating into your business. And then after that is how do we actually manage all of these stages, right? Like what's the process that we use? What's the team that we have to manage? What are the stages on the production side? What are the stages on the creation side? So this is very macro view, but as we start diving into one of these, I think it's super important to, to keep those in mind, just to make sure that we have a structure on how can we stay consistent and actual profit from from the content that we create.

0 (5m 25s):
I love

1 (5m 25s):
Those six phases and I love how you broke those down. Before we move on to the next topic, Fonzi, is there anything that you wanna dive into with these six phases of profitable content?

2 (5m 34s):
I mean honestly it's a structure for you to do things in a repeatable manner, right? Because a lot of times with content creation specifically what we notice is that every time somebody wants to start something new, they feel that they have to start it from scratch. When in reality it's like, hey, it's simple. You get this six steps pretty much fill in the blanks and you're gonna make it consistent from now on. So at the end of the day we don't have to, you know, reimagine the process and do things over and over again. This frameworks for us has worked for over 400 podcast episodes, right? So at first we didn't really have that process at the more we did it, we started kinda like discovering and putting the pieces together.

2 (6m 18s):
But now every single time we're gonna do something, we just follow those six steps. Listen,

1 (6m 23s):
Every one of these six phases, Fire Nation is incredibly important and I wanna laser focus in on two distribution. That's so critical. That's something you need to be thinking about. And again, that's going back to one reason why Fonzi, Luis, myself, Jenna Kucher, Amy Porterfield, Donald Miller, and so many other great content creators and and podcasters specifically have joined a network like the HubSpot Podcast Network because it helps with distribution. I'm right now promoting Amy Porterfield's show during my sponsorships. I mean that's huge for her cuz my listeners are hearing about her show and that's happening for my show across different platforms as well. So distribution can be key. And then another one I want to really focus on is making money. Because at the end of the day, Fire Nation, like we can, you know, say we're gonna go out there and just try to add value to the world and, and I want you to do that, but you can't keep adding value to the world unless you're being profitable, unless you're making money.

1 (7m 11s):
That has to be part of the process. So Fonzi, there's something called the publishing pyramid. Let's dive into how the publishing pyramid can help get the process started that we want. First, what is the pa, the publishing pyramid? And then secondly, how can it help us get this process started?

2 (7m 29s):
Yeah, absolutely. The publishing permit is actually another one of the frameworks that we can like stumbled upon as we were creating content. And it actually came out from another podcast, podcast question. They asked us, what is the process that you guys followed to create? And right there on that moment we started talking and we realized that it all fit into this pyramid of sorts, right? So when we started publishing content, like I mentioned before, we thought about recreating things over and over again. But also we were, and I'm doing here, air quotes, victim of all of the random advice that you can find online. And we thought we could operate at the level of people that have teams behind them and they have these different amount of resources, right?

2 (8m 14s):
Totally different capacity than than you can have. So we started operating at that level and what we found was quick burnout, right? And I'm sure some of those listening right now might find this a little bit relatable. You might think, you know what, I'm actually tired of trying to put all this content at all this volume at this scale, right? When in reality we started kind of like looking back into the process, okay, what is the most important piece for us? Is it the quality of the production? Fun fact, we actually try to start a previous podcast which we only recorded five episodes and we published none. Why? Because the quality of the production was way, way ahead of what we could actually handle at the moment.

2 (8m 57s):
So what we decided to do was, okay, quality of the message over quality of the production at first, that is gonna become the foundation of our pyramid. So when we discovered that, we just started focusing on the message, right? Are we saying the same, the the right thing? Is it resonating with the audience? Yes. Awesome. How can we be consistent with this? And consistency became the second part of the pyramid. How many times a week can we actually publish about this? Talk about this X, Y, and Z, right? Again, there's not a one size fits all solution for everybody, but for us it work going live every single day. What we decided to do was guess what do we have 15 minutes a day?

2 (9m 37s):
Just so you know, 50 minutes of your day is only 1% of your day. Do you have 1% of your day to potentially create something that can impact lots and lots of people? So for us it was a no-brainer. We did have 15 minutes a day and not to spell something here, but if you look at your usage on your phone, let me tell you, you're gonna find those 15 minutes pretty, pretty easy cuz I'm sure you might, you know, be investing those in social media already. So once we decided to go live for 15 minutes every single day, then we, you know, we had a challenge, where do we distribute this? And you were talking about distribution. For us it was a matter of leveraging already where the eyeballs are, where the attention is.

2 (10m 19s):
So for us it was just, okay, can we actually repurpose now this live into other social medias? And we discover that now those 15 minutes that we had to create content, actually it expanded a little bit more because of the distribution. So we, we had to start thinking about our capacity. Hmm do we have the capacity to distribute in all these platforms? So that is the third part of the pyramid capacity. And once we started doing that, something amazing happened on day 15 of what we call a 45 live challenge, which you know, pretty self-explanatory. We went live for 45 days in a row. We actually closed at that time what was the biggest deal for us just from being consistent on social media and that allowed us to have more resources to invest all over again in the pyramid.

2 (11m 9s):
So the very top of the publishing pyramid is resources. And once we get more of those, we decided to invest in them back into the message. So now you can run at to get feedback quickly, right? You can increase your consistency, right? You can post more now you can also increase your capacity cuz guess what? You can hire labor and now you have somebody else's eight, 12 hours extras that they can invest into publishing or help you create your content, increase the quality of it, et cetera. And then the product of that is you gain more resources that you get to invest back into the publishing Pyramid

1 (11m 45s):
Fire Nation, there's so much to take away from this. I think it's so critical for you to step back and realize that you can implement so much of what Fonzi just shared into your business. But one thing that I wanna repeat is quality of message as the focus, quality of message as the focus. I love that point we're gonna be talking about so much more all around this topic. When we get back from thanking our sponsors, we all want the same things for our business. More leads, faster sales and better insights so we can serve our customers at the highest level.

Hubspot (12m 18s):
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Hubspot (12m 58s):
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1 (14m 14s):
We're back in Fonzi. We're gonna keep it with you because I wanna talk about setting up your own pipeline platform, b2b, tell us more about this.

2 (14m 23s):
Yeah, this was actually a really cool realization that we came across as well. I feel like all these realizations have come through taking action, right? Which at the end of the day is kinda like the basis of content. Like nothing happens if you don't put your message out there into the world. So what happened is after we did those 45 live, we had some local clients here in town and you know, 2020 came in and with that madness and all of a sudden we lost 80% of our customers because again, local clients they shut down. You know, we were left with lots of times in our hand. So what we decided to do was start our own podcast. We only had one online client at the moment and we decided to kind of like model what he was doing three podcasts a week.

2 (15m 9s):
So that's what we started doing. Eventually we started bringing in guests into the podcast and short shortly we actually realized, wow, these are the people we would love to work with. These are our ideal customer or ideal partners or honestly or ideal friends. We just want to increase the value of our network. So what ended up happening is that in around three months we recovered that 80% of the business that we lost at the beginning of 2020. And then we managed to scale the business and we managed to bring in actually six people for in-house team to help us out with everything we were doing. And that's about the time that we discovered the value of having your own platform.

2 (15m 51s):
And for us that was a podcast. But guess what? It doesn't necessarily has to be a podcast. The basis of it is for it to be a collaborative based platforms that allows you to connect with dealmakers or people that are gonna help you find and connect opportunities for your business to move forward. So there is actually a lot that goes into the pipeline platform, but I want people to think about it on how can I use collaboration to open doors and increase the value of my network. Cause at the end of the day, that is the, the most basic part of it that is gonna help you increase the profits inside of your business.

2 (16m 31s):
Literally about 90% of the business of our business has come through the podcast. Whether that is the guest becoming our client or the guest introducing us to our next client. Again, it's incredible, the pipeline platform, we absolutely love it. And actually this year we have started to talk more about it cuz in the previous two years we were more of the recipients of it and now we're like, wow, you know what we, we've actually, I feel like we've become a little bit of an evangelist of the pipeline platform. So it's been absolutely amazing and yeah, I hope people lean more into collaborative platforms themselves. I mean

1 (17m 9s):
Fire Nation, think about it, 90%, nine 0%, that is such a massive number and really exciting when you really dig into it and think about what that could do for your business. And Luis, this really brings up the fact that speed is critical in today's world. How fast could one monetize content? Let's talk about the actual speed involved here. Yeah,

0 (17m 33s):
Absolutely. I'm a true believer that since day one, right? And this, you know, it ties back to the six phases and it ties back to the publishing pyramid, ties out to the pipeline platform, right? So for us, it took us about a couple weeks because that was the amount of time where we decided that okay, we need to bring somebody into our platform. And that presented the opportunity to explore business together, right? And we're talking in the business sense. So there there's different aspects or different, different versions of this depending on like what you're selling, right? You know, we can talk from low ticket. So that process, if it's a little bit more automated on a low ticket item, it might take a little bit more, it might take a little bit more resources because we're running ads into maybe a funnel or maybe a thing and just, we gotta measure that process.

0 (18m 18s):
But for us, really when we run into this problem of, okay, we gotta generate some revenue right away because if not, we're gonna run outta money. We're freelancing at the time it, it was okay, what's the fastest path to cash? What's the fastest path to somebody that could potentially point us in the right direction? Whether they become a client, whether they become a partner, whether they become a referral source. Yeah. And for us was bringing that personal into our platform and having a conversation and, and exploring possibilities after that, right? You become a friend, you build that relationship and then I'm okay with doing that ask. So now we're seeing content as this vehicle where I can build that relationship and, and ask the person behind the camera or behind the mic if there's something, if we resonate on the message and we resonate on the relationships, I'm sure there's something that we can do together.

0 (19m 4s):
So for us, since day one we have a, we have a very funny story actually, our older brother, he lives in Columbia and he wanted to work with us and we're like, Hey, do you speak English? And he's like, no, I don't speak English. I'm like, okay, I'm so sorry you cannot work with us because we do everything in English, but here's what we'll do. We'll what about we set up your platform, right? We try to sell our services down in South America. So his, his tryout to be able to do this was to run through the 45 Live Challenge, right? And through this process he got used to publishing consistently and building his own process. And then after that we decided to launch a show of, of just him, right? He, he found his message, he found what he really wanted to do and, but he wanted to also generate cash very quickly. And what he wanted to do was train corporate teams.

0 (19m 46s):
That was his background, that's what he did. And we're like, okay, perfect. Who's somebody that you can bring onto your platform that you can have this amazing conversation to build on one side, this authority, relevancy, trust with the people that tune into your show consistently, right? But at the same time, that person can provide to you an opportunity for a conversation for a next step in what you wanna do. And it took him about 40 episodes to listen to us and he was bringing all these amazing people that had an incredible content and then he finally was like, oh my gosh, like there's nothing like I really need money for next month, right? And he's like, okay, well here's the thing. Let's brainstorm who's the next person that you're gonna bring that you can actually present an opportunity. No of the first guests, even though the content was amazing, it didn't present an immediate opportunity for him, which that's what he needed at the time.

0 (20m 33s):
So then he was able to bring this HR representative who then after the interview, they build this amazing, incredible trust and report and Mario was, was actually able to present an offer for them. And she's like, you know, guess what? My company would love this

1 (20m 47s):
But we, we don't have the budget, but let me introduce you to a different company. And he was able to provide training for 200 sales representative right after that episode, right? So if we use content as a vehicle to collaborate and build these relationships, opportunities will come from day one. Fire Nation, you're taking notes, I'm taking notes. I mean this is so much valuable stuff with you looking to grow your business. Not just over time, but we're talking about now and Fonzi, let's bring this home with the Bang brother because content is king. So let's talk about the role of content in our ecosystems.

2 (21m 21s):
Yeah, absolutely. You know, and at the very beginning we kind of, we promise not kind of, we actually promise about the combining long form and sure form content, right? For explosive business growth. And this is where he at. I know we've talked about platforms about podcasting, which are, which are all long form pieces of content. And funny enough actually YouTube, right? One of the, if not the biggest player in content out there that actually released an article talking that one of the things to pay the most attention to was the relationship between long form and short form content. So you're putting all this effort into creating your podcast, into your platform, right? Whatever it is, it is a long form piece of content.

2 (22m 1s):
You can leverage that to create short form piece of content and start building more of your content ecosystem. Guess what? You want credibility and every single time somebody's gonna see you, they might go press on your profile and search for that credibility at first it might bely credibility as soon as they see you, right? For example, if they see us talking to John, they're gonna be like, whoa, those two brothers, they must have a lot of credibility, right? That is implied credibility. Next step they might go check on our profile and if we have our content organized answering the questions of the people that we want to help of the market, right? We have our message, again, the foundation of the publishing permit, we have our message in place, we're going to earn that credibility.

2 (22m 48s):
So that is super important and that's why you need your content ecosystem to be on point is because people are going to judge you from the very first second that they see you and your content answering questions. Delivering value is going to present them with opportunities and it's gonna present you with opportunities to grow your business. We have a saying, we say consistency is art and consistency. When publishing creates art, which is an acronym for authority, relevancy, and trust, every single time you put your message out there, you're earning that authority, that relevancy, and that trust of the people that you want to help.

2 (23m 28s):
So leverage the efforts that you have, right? Measure your capacity, measure your resources, and based on that you can leverage the long form pieces of content, extract some of the best pieces and share them so you can start funneling people into your world, into your

0 (23m 47s):
Ecosystem.

1 (23m 48s):
Straight Fire, Fire Nation. And Luis, I want you to take us home, my man, what is just the one key takeaway that you really wanna make sure Fire Nation gets from everything that we talked about, you know, from the six phases of profitable content, all the way down to the publishing pyramid, that pipeline platform, you know, we talked about so much great stuff. What is the one key takeaway you wanna make sure Fire Nation gets then give us the best way to connect with you, any call to action you have and then we'll say goodbye.

0 (24m 15s):
Absolutely. So, a lot of the friction point, right? It comes from like; how can I actually be consistent? Like that's the first step. It's like how can we be consistent over a long period of time to be able to build this authority, relevancy, and trust and build more relationships as we go, right? So, the very, very first step is can you do a time study like Fonzi said, like, and this might take a second in in, in that week, like where am I spending my time? Right? And you're gonna be able to see and identify that you are actually time rich that you have opportunity, right? To create and then based off of that, based off like your own time or if you do have a team and those resources, right, based on those, then you can start building your six stages, right? What do I do in stage one?

0 (24m 56s):
What do I do in stage two? And now you can start building that system that can sustain creation over a long period of time, right? Because right now, every single company, I do believe that needs to be its own media company and have control of their message. And the only way to do that is if we build our in-house teams and processes based on not only on frameworks, but maybe your own frameworks as well. But if we have to figure out how can we be consistent over a long period of time? So I want people to pay special attention to this, that's how we were able to, to start the show and keep it so consistent when we actually took the time to have that honest conversations with ourselves and be like, what is the actual time that we have to allocate to first, figure out what we're gonna say, create it, produce it, distribute it, and then connect it to our business and then using a, a tool or a system to manage it all.

0 (25m 47s):
So I hope that helps. How can people connect with us? The best way is on social media or handles are @BizBrosCo, B I Z B R O S C O. Or you can also go to bizbros.co and you're gonna find information in there of what we do and the show and everything else.

1 (26m 3s):
Fonzi, anything you wanna add?

0 (26m 4s):
No,

2 (26m 4s):
He did a great job. Aw, honestly, thank you John. I really appreciate

0 (26m 9s):
You.

1 (26m 9s):
We appreciate you, brother, as well because Fire Nation, you're the average of the five people you spend the most time with and you've been hanging out with LC FC and JLD today, so keep up that heat. For links to everything we talked about here today, go to eofire.com type Luis, l u i s in the search bar, the show us page will pop right up. Luis Fonzi, thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that we salute you boys, and we'll catch you on the flip side. Thank

0 (26m 39s):
You, John.

Business Made Simple with Donald Miller (26m 40s):
Hey Fire Nation, are you ready to rock your very own podcast? Check out our free podcasting course where I will teach you how to create and launch your podcast for free freepodcastcourse.com. I'll catch you there or I'll catch you on the flip side. Business Made Simple hosted by Donald Miller is brought to you by the HubSpot Podcast Network. The audio destination for business professionals, Business Made Simple takes the mystery out of growing your business with episodes like How to Get Out of the Day-to-Day Operations Without Crashing Your Business. Listen to Business Made Simple. Wherever you get your podcasts.

Factor (27m 12s):
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