Key insights

• ⚙️ Shifted focus from entertainment to education with downstream impacts on packaging and titles
• 🔁 Changed content focus from 'for us' (team) to 'for you' (viewer and business owners)
• 🔍 Narrowed content topics from wide (fitness, relationships) to narrow (business)
• 💰 Transitioned from optimizing for views to ad revenue, focusing on the right audience
• 📏 Emphasized long-form content over shorts, as it attracted better audience
• 📈 Focusing on the right audience for ad revenue optimization by controlling for RPMs
• 📊 Content preferences drive consumption
• ❌ Avoid making assumptions about audience interest

Q&A

• What is the emphasis when creating content for the audience?

  The focus is on creating valuable content for the audience, showcasing unique insights, and finding a balance between business concepts and wider content in shorts.

• What was the impact of focusing on a narrow audience?

  Focusing on a narrow audience led to increased engagement and success, demonstrating the positive impact of catering to specific business audiences.

• What is emphasized in creating valuable content?

  The importance of providing valuable content for behavior change, adding value, and clear results for the viewer is highlighted as a key focus.

• What positive outcomes resulted from analyzing changes in content strategy?

  Positive outcomes included increased subscriber conversion, more opt-ins per week, and increased book sales despite lower absolute views, indicating quality traffic.

• How did the shift from wide to narrow topics impact content?

  The shift from wide topics like fitness and relationships to narrow business topics resulted in higher revenue per thousand viewers (RPM) and increased engagement.

• What were the downstream impacts of shifting focus from edutainment to education?

  The content strategy shift impacted packaging and titles, leading to a change in focus from 'for us' (team) to 'for you' (viewer and business owners).

• What were the 6 significant shifts in content strategy?

  The shifts in content strategy involved transitioning from edutainment to education, changing the content focus from 'for us' to 'for you,' narrowing content topics from wide to narrow, transitioning from optimizing for views to ad revenue, emphasizing long-form content over shorts, and focusing on the right audience for ad revenue optimization.

• 00:00 Made 6 big shifts in content strategy: from edutainment to education, for us to for you, wide to narrow topics, views to revenue, emphasizing longs over shorts, and focusing on the right audience for ad revenue optimization.
• 03:51 Focusing on content preferences, making assumptions, engaging the audience, and increase in long-form views led to positive impact on revenue and engagement metrics. Deeper business topics resulted in higher RPM and engagement.
• 08:13 Analyzing changes in content strategy led to unexpected positive outcomes, including increased subscriber conversion, opt-ins, and book sales despite lower absolute views.
• 12:44 The creator discusses how different types of videos cater to specific business audiences, some being more niche and valuable than others, and emphasizes that views do not necessarily determine the quality or value of a video. He highlights the importance of providing valuable content that can lead to behavior change and ultimately add value to the viewer's business.
• 16:57 The speaker emphasizes the value of free content distribution and the importance of depth over width in content. They discuss the positive impact of focusing on a narrow audience and learning from mistakes. The data from their content shifts has led to increased engagement and success. They plan to increase content volume while avoiding repeating the same mistakes.
• 20:57 Focus on creating valuable content for your audience, show what only you can show, and maintain a balance between business concepts and wider content in shorts.