The Art of Content Creation

Stay. So welcome to the Art of Content Creation presentation. My name is Phuong Tran and I'm the owner and founder of AM Visuals. And what we do, we raise awareness for companies through the power of content creation. Now, I've got some stats for you guys.

84% of consumers believe that the company's reputation is directly linked to a employees personal brand, and 44% of a company's market value is directly connected to the reputation of the CEO. So what does this mean? Who knows who this man is? Elon Musk. Everybody knows him.

You either hate him or you love him. You hate him for his political views, his affiliation with Mr. Trump. But you love him for the tech that he's he was able to bring to the world. Electric cars, rockets, Neuralink.

How far is that going to go? I don't know. Show of hands. Who thinks Elon Musk has more followers than Tesla? And show of hands.

Who thinks Tesla has more followers than Elon Musk? Nobody. Great. You know what I'm going to be talking about next? He's got 196 million followers.

Tesla 23 million followers. SpaceX's 35 million followers. This is just on X on Twitter. I still call it Twitter because I can't call it X for some for some odd reason. Now the guy has more followers than his companies combined.

So what does this tell you? In our line of work, this is total social proofing. Now you may be asking me the question what is social proofing? Social proofing is the modern days resume. Now think about this for a second.

When you work with somebody, the last time you thought about working with somebody or a company, Did you actually check out the LinkedIn? Did you check out the social media YouTube website? Blogs? What do they stand like? This is what I do on a daily basis.

When I want to work with someone, I go and search them up, right? And if I find some relevance to what I do, to what I who I am as a person, I am more likely to be to work with them. Okay. So how how do you social proof yourself in this day and age? More content, more content.

You'll be a social proof. You'll be top of mind. People are going to think about your product and services when they think about what it is that they wanted, what they wanted to achieve for the company. The thing is, with social proofing, if you have the best product, if you have the best stuff, the best services, I guarantee you if you're not doing content, if you're not out there marketing yourself, you're practically invisible. Now the question here is that cool thing.

That's cool. Now I want to do some content. How do I do it? What is the content I want to create has already been created. There's guys out there with thousands of followers.

They've done they've they've done the content I want to do. Who am I to create the content? Now, the thing with the thing with this is nobody owns the topic. They don't own the topic. You don't own the topic.

You're free to talk about what is it that you want to talk about for your content, for your business, right? The only difference between you and them is that you have your own experience. You have your own learnings, and you have your own ways to approach a particular problem. That in itself, by definition, is original content. So you guys may talk about the same thing, but you have different insights about that particular topic that you want to talk about.

Right now, what if you don't know what to create? What if you're like, okay, how do I create content? I don't know what I want to talk about. And to that I say don't create anything. Start documenting because each and every single one of you sitting here today, you guys have a story to tell.

You are experts in your field. You know what to talk about when someone comes up to you, it's like, hey, can you talk to me about your product and services? You're able to answer any questions that they might have at you, and chances are, most of the questions that is asked to you, you've answered it a thousand times. For example. Michael.

When I come up to you as a customer, what sort of question do you think I'm going to be asking you? What's the best. Exactly? What's your best rate? How much can I borrow?

What what do I do if I'm a sole trader? Those are the questions you're going to be answering most more often than not. And that is content that you can actually create already. Right. So you all have content to put out.

You all have stories to tell. The only thing that you're missing is a framework to work from. And I'm going to share two frameworks with you today. One is the 80% content. So the 80% content is what I just mentioned here.

So it's all anything any topics, any discussions, any questions that you've already answered multiple times on a daily basis that you talk about on a daily basis? That's content. All you have to do now is either put in a blog form, in a video form, or in a post static post form. Now, the second framework that I have to share with you is called the Big five content. This is actually more relevant to product and services.

Now think of your own situation in this respect. How? How many times have you thought about a product and service and what how much does it cost? How? What are the problems people people think about when they think about a particular issue, about the product?

For example, this clicker, I bought this clicker specifically for this event, by the way I saw it. I'm like, oh this looks amazing. It matches my laptop. Now I want to know how much it cost $180 by the way. Just saying.

And one of the one of the things I looked up is cool. If that's a bit expensive. So I went out and looked at the comparison. What other clicker are out there for me to use to to do this presentation? Right.

What are the reviews? Which is the best one. This one. Which? What are the problems?

So all of this is content that you can create. And you can you can go granular with it as well. Right? Problems with the clicker. Problems with the button.

Problems with the people using it. Right. So you can talk about that. Usually if it's a problem that people have that is a human error then that's your problem. It's not it's not the products problem.

You can talk about that too okay. So this is the this is the framework that we use. And it's actually from a book called They Ask You answer. And it's essentially the backbone of what Am visual stands in terms of content marketing. So if you are interested in knowing more on how to use content to better your business, to to have better awareness, this is the book to read.

I do have a copy, so if you want, I'm only around the corner. Come have a chat with me and I'm more than happy to have that conversation with you. Now. Some case studies from our own clients. This is mobi.

He runs a digital marketing agency, and he's been a client of mine for about three years now. Each month we do four podcasts for him, which translates to about 40 pieces of short form content that he uses on multiple multiple social media platforms LinkedIn, Instagram, TikTok, his own website, and YouTube shorts. These are some of the results that we got for him. 600,000 views for 32nd pieces of content from the podcast that we created for him now. The thing I have to stress here is that the content he talks about has already been talked about.

This is like SEO lead generation. This is a staple in digital marketing or marketing as a whole, right? The only difference with him is that he's got opinions. He's got ways that he likes to approach these problems. And why this particular post blew up is because he was like, okay, is SEO dead?

I don't know. Maybe. Yes. No, check it, check it out. And the cool thing that he recently told us was because he was he posted it so often, he stayed top of mind with his customers.

He was. He managed to land Bupa as a client. Second example. This is Jay. Full disclosure, this is actually my brother.

He used to work at AMV shows as well, and he he he decided to jump ship because he wanted to start a career in luxury watches. Okay. For him, we've been doing content for roughly 5 to 6 months now. We generate about 80 pieces of content a month for him. And this is about watches, right?

So it's like, what what what do I need to. What what can I buy? How much does it cost? What are the problems with the watches? What are the, uh, horror stories?

How do I spot a fake watch? Okay. And we managed to grow his channel to 15,000 followers in the last four months. Okay, this is just doing content that people want to know about in his industry. And you can do that, too.

And what are the tools these guys use to create content and what I recommend for them to. Podcasting and vlogs. Right? Well, the cool thing about podcasting is if you're in a service game like, um, Michael, Kieran, for example, you guys deal with a lot of information, right? And you don't have to rely on your own knowledge, but you can rely on the knowledge of others.

So having guessed on will boost the amount of content you can actually create. Right. And the other in the other way that you could do it as well is grabbing a small camera like the Osmo Osmo pocket three. If you if you like a vlogging, just bring it up. Talk about what is, you know, talk about and then send it to us to edit and it will create some content for you.

Now with podcasting, the cool thing with podcasting is that you can actually repurpose that content through short, social, uh, short social media videos. You can repurpose it into blogs, you can repurpose into reels, and you can repurpose into static posts, which is like photos with like quotes and whatnot on them. So the next thing that I want to stress when you guys are creating content is what value are you bringing to your customers? The content that you create must have some value. You must be honest.

You can't be like, here's some content, but you need to follow me for more. But you need to contact me. Contact me or contact me for more. You have to. You have to give value to the customers first and foremost.

Okay, so think about your own situation when you're scrolling through Instagram or scrolling through TikTok. Think about what caused you to like that post. Think about what causes you to follow that person. What caused you to go into that profile? To find out more about what they do.

And most importantly, what is it about the content that you enjoyed and you consumed? Chances are, they already know who their target audience is. So when you talk to somebody, when you create content, think about a persona. Think about the person that you want to talk to, right? Think about what they do, who they are.

What do they eat for dinner? If you have food? If you're a food trader, right? And most importantly, think about their pain points and think about the solutions you can provide to those pain points. And most importantly.

Are they even aware that they have a pain point and a solution to those pain points? I have a question for for you guys. How many times a week do you think you need to post? Really? Three.

You guys got it right. But here's a fun thing that I'd like to show you guys. You guys know who these these people are? Right. Alexa.

Mosey. Gary Vee, what you might not know is how many times they post a week. Alex. Post 245 times a week. Gary Vee 350 times a week.

Now, I'm not here to tell you this is the amount that you need to post a week. There is there's the magic number, which is 3 to 5. But the fact of the matter is that the more you post, the more benefit you're going to reap. There's a quote that we like to say at the end visuals. Quality.

Quantity breeds quality. And just for fun fact, I know you guys, you guys are not him, but he spends about $80,000 a month on content creation. And in terms of revenue, that brings about $7.5 million. So the more you post valuable content, the more people are going to come to you. These are some of the benefits that we know for a fact who will actually come to your business if you decide to post more valuable content, right?

You're going to be social proof. You're going to stay top of mind. You're going to be relevant. People are going to come to you because they trust you. They're going to come to you because they know what you provide, what services you have, and what product to solve their pain points.

Now, I had to do it the other day. I was sitting on my desk and I picked up and someone called me, pick up the phone and the first thing I hear, hey fool, I'm thinking, well, like, who is this guy? I don't, I don't know him. He goes, I'm like, oh, hey, man. Who are you?

What's what's going on? He goes, oh yeah, I just want you to teach me some content creation. I'm like, okay, hold on a second. Where did you find me? He goes, oh yeah.

So you're you're post online on a platform called Super Pro. The Super Pro is a platform to help people to fulfil for you to teach anyone anything that you might have of value. For example, for me. It was a content creation. But what I want to highlight here is that I didn't even have to educate the guy on what I do.

All I had to do was have a discussion. Let's check out what he wanted to do and close him. That's all I had to do. Okay, so the more you post, the less time you're going to spend on closing deals, the more qualified your leads are going to be. You're going to have less doubts with your customer because they know who you are already, and you don't even have to educate them because your social content will be educating them already.

Now you guys remember that I talked about my client. He actually uses his social media post to send to his client as a sales pitch. So if someone calls him up and says, hey, I want this service, he will grab the video, send it to them just like that. And the cool thing with that is because they see on you, they see you on social media. They see him on social media.

They they think of him as more qualified to solve their problems. Okay. Posting is 3 to 5 times a week depending on the platform. If for Facebook, for example, if you want to deal with a B2B, you need to post about three times a week. If you want to deal with everybody else, like the end consumers, you need to be posting once every single day.

So seven times a week. Now, if we take the low number, there's 12 pieces of content, pieces of content a month, 144 times a 144 pieces of content a year. Okay, now you're thinking, I still don't have enough time to be posting that much. That's okay. I've got a tool for you.

ChatGPT. Now hands up if you use ChatGPT for work. Cool. Hands up if you have a framework that you use for ChatGPT. I'm here to help you.

Okay. The framework that I use for ChatGPT is the care framework, right? Every time I deal with ChatGPT, I always give it a context to adhere to and action for it to do. A result that I'm expecting ChatGPT to give me, and I will also give it some examples to make sure that it knows what I want. I've got an example for you, so if you guys want to scan that QR code, this is an actual prompt that I actually did just for the purpose of this presentation.

And it relates to creating content for WhatsApp Blacktown. Now this is the prompt that I gave ChatGPT to give me some examples on what to create for for Blacktown WhatsApp. The context here is that you are a content creator specialising in Instagram post with three years of experience. We're doing some content for WhatsApp Blacktown. Here's their website.

Okay, so I've given it the website because I wanted to give a bit more context and a couple of examples for ChatGPT. The action that I wanted ChatGPT to give me to do for me, sorry, is to list me five ideas that I can create for this week, but specifically five ideas to educate people who are thinking about renting a co-working desk, not a private office, a desk. Then what I want. Want ChatGPT to focus on in terms of results. I wanted to focus on the what's included amenities, the networking opportunities, the no locking contract, and the single monthly fee.

I say this because this is what this was, what I was interested in when I reached out to Watson. And lastly, because I didn't have any examples and I provided a website to for it to to know what I'm talking about, I asked it to ask me three questions to clarify what I wanted from this ChatGPT. Okay. And here's the result. So this is three results I gave me and I thought they were pretty cool.

First result was a real. So it told me that I needed to create a reel to focus on three of the main points that I want to focus on when it when it comes to renting a space at Watson. Second was a testimonial, testimonial video, or a post blog. It didn't really specify. So a testimonial.

Everyone needs to have a testimonial piece for your business. You want people talking about you. You don't want to talk about yourself, right? And lastly, a story series. This is this is more of like showing a day to day of what's happening at Warsaw at any given time.

Because usually stories happens within the last 24 hours. So people want to know real time updates of forward. So now what I want you guys to remember when you're dealing with ChatGPT to create content is to be very specific. So you notice in my example, I was very specific with what I wanted from ChatGPT. Right.

So I told it, okay, you have three years of experience. You are an Instagram or Instagram content creator. So not Tik Tok, not YouTube, Instagram. So I was very specific with what I wanted or specifically what I wanted in terms of the action, the result and obviously the the examples because it asked me some questions, I gave it what I wanted and it it gave me this, uh, the results here. Next, think about making sure that you give rules and roles to ChatGPT because ChatGPT love rules and rules.

The more specific you're going to be, the more the more specific the results are going to be and the more results you're going to get. Okay. And lastly, talk to ChatGPT as if it's a human being that helps a lot. Use emotive languages. Trust me, it's going to work.

Okay, now here's my gift to you guys for joining the presentation today. If you scan this code, I will give you a ChatGPT, a custom GPT that I created to generate two months worth of content for you. I'll let you get out of the way. There's a pineapple here. Still.

Now, I said you need to be. I said you need to be posting 144 times a year. But things change so you can reuse this, this ChatGPT if you want to. Again, I'm here. If you guys have any questions, come to my office.

I'm more than happy to have a chat with you.