Scaling Your Content Without Scaling Your Content Team

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Everybody wants to scale their content. Nobody wants to scale the content team. I got a solution, ha. Let's run through it.

And a big thank you to heatmap and Particl for partnering with us and letting us create media for a livin’.

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In partnership with heatmap

100x ROI In 30 Days:

Cowhides Direct had a problem.

Their storefront had over 1,000 product variants, and customer drop off was egregious.

So they switched from Microsoft Clarity to heatmap to understand exactly what to fix.

heatmap’s revenue-attribution immediately made new recommendations for what specific changes would generate more revenue.

The result?

Cowhides Direct increased their revenue per session by 35%.

Delivering over 100x ROI from using heatmap in just 30 days.

E-comm brands, this is a no-brainer.

You’ve got a lean content team and ambitious content goals. Cool. We’ve worked with endless brands that fit this mold.

They didn’t want to scale their content team. But they wanted to scale their content.

So here’s what we told them…

Create Your Own Social TV Show

That means creating a recurring series, with a central theme, and characters that you share on a consistent basis.

So, when I was at the Kollective we launched Cold Hard Truth.

It was a 45-sec series where we took members, put them into a cold-plunge, and asked them rapid-fire questions.

So, let’s peel it back:

• Recurring Series: Cold Hard Truth

• Theme: Game Show

• Character(s): Kollective Members

The reason I call this a social TV show is because like any good show - it creates an expectation in the consumer’s mind. That expectation forms a habit. That habit drives engagement.

A relatable example is Hot Ones. Everyone knows what to expect but it continues to put up insane numbers month over month.

The Key To A Good Social TV Show (For A Lean Team)

Its three things:

1. Simple

2. Repeatable

3. Scalable

The show is simple to execute and needs two people max.

The show is repeatable to the point that you can batch shoot it.

The show can be scaled to the point that it can have its own page.

At the basic level, your show can be trivia, interviews, or challenges.

At the more advanced level think reality TV, gameshows, or docuseries.

Examples. Examples. Examples.

Rapid fire.

1. Matt Choi

My friend Matt Choi created a challenge series where he invites people to a track, challenges them to a specific mile time, and then paces them to hit it.

And the show crushes.

2. Slice

Slice is software that empowers pizzerias with the big tech big pizza brands use.

So, they launched a show called “Show Me Your Slice” where they have the guest take the host to their favorite pizza spot to order their favorite slice.

Simple. Repeatable. Scaleable. Delicious.

3. Immi Eats

Immi is one of my favorite examples. Because they not only have their main account but they also created a dedicated account for their social TV show.

Main account: @immieats

TV Show account: @ramenonthestreet

The show?

A simple interview series where they go to the park and have deep convos over a bowl of Ramen.

How To Take This and Implement It

The goal here is to scale your content without hiring more team members.

So, here’s what to follow:

1. Pick the type of show you’re going to recreate (interviews vs. game show etc)

2. Intertwine your niche/product into the show (Slice or Ramen on the street)

3. Convert this into a recurring series and name it

4. Define the theme

5. Establish your characters

Then remember the key elements: Simple, repeatable, and scaleable.

In partnership with Particl

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