Kallaway breaks down which content channel to pick on Creator Lab

first of all let's talk about why short form video out of you know there's there's email newsletters there's podcast you've tried that uh there's YouTube uh you know there's there's blogging so why why short from video yeah exactly so that the the next step is basically yeah four categories text audio image video those are like the four ways and and I guess before we go into that when we say distribution it's just building an audience so that if you distribute a message it gets in front of people for free that that's when I kind of

say like I need to build distribution so you have four options to build distribution like we said text audio image video so each one of those has pros and cons and I kind of went through that list I tried a bunch of different ones but I went through that list and the short version of it basically is text you can either go longer form like email newsletters and blogs or kind of shorter form like on Twitter so the benefit of text is super high cpms with email and blog so that's that's awesome for you can

get $50 to $100 CPM so for every thousand that's for sponsors and ads right so for people who don't know that's be a to sell that for cost a thousand Impressions yeah exactly yeah I I'll I'll that's a good call I'll break it down as we go so like if you have 10,000 subscribers and you're getting a $100 CPM that means every time you send the email you can get $1,000 from an Advertiser which is pretty good so that's a benefit of email and email and blog another benefit is with email you own the subscribers

so if you know if you use beehive shout out shout out to beehive Squad Tyler dank if you use beehive and they shut down tomorrow which they never would but if they did you can pull that email list and go go somewhere else right versus you have platform risk everywhere else if Instagram shuts down tomorrow I lose my entire following I have no way of getting those people back so there's some pros with text the the con is you have to be a good writer that's there's kind of like no way around that you if

you don't like writing or you don't like the process of writing then it's probably not going to work so there's that's kind of analyzing text and you want me to keep going through all four if it's helpful to yeah yeah that's I love the way you I love the way you summarize that already so let's go for each one yeah and one Sor actually one wrinkle add on we've talked about this on the Pod before but that what you described there the newsl but you people might hear that c as an owned it's an owned

audience so you own it fully and a lot of social you might say it's like a rented audience so we can come back to that but that was the only thing to add on newsl specifically yeah that no that's a really good distinction and and the other thing for for text is the growth potential right so email and blog on its own is kind of hard to grow because there's no Discovery mechanism by itself so like if you're just starting a blog and you write you know 10 best recipes for this you're kind of relying

on Google SEO Google search to surface that so inherently alone it's not really good at growing automatically there's no algorithmic feed but if you pair that with something like Twitter or LinkedIn or threads another like short form text Medium those have algorithmic feeds which can provide this kind of embedded growth so that's why in that bucket you see a lot of people do Twitter and email newsletter where they use Twitter as the growth engine to surface their ideas and surface their newsletter and then they monetize pretty heavily so that's one box box number two is

images so this would be like just posting you know landscape pics or uh if you're a model like model pcks on Instagram or Instagram stories or like maybe even Snapchat so with images this probably the worst bucket to start with if you don't have a following only because Instagram doesn't really prioritize image only content anymore so you're not getting kind of a huge boost on the growth side from the a them and from a monetization perspective unless you're one of the top top photographers or top top models you're not getting paid a ton per post

or with advertisers just the the money isn't there so like in the in the graph of best to worst with the 2 by two image is image is is not the best so I would say like let's not start with image so I'm grinning because uh you you can see the consultant side coming out of you you're you're describing a matrix right now which I love so let's keep going yeah yeah so that's image that's that's box number that's type number two so number three is audio so that if you're listening to this on Apple

podcast or Spotify it's like pure audio although Bal does video as well so let's just imagine you had a podcast where it was just audio no video so the benefit of audio is you can probably build the most depth with the audience and when you build depth you build trust and when you build trust advertisers will pay a lot to get in front of a trusted audience and also you could sell other products courses businesses to the audience easier because you know blows in your ears for an hour and a half every single week so

that's that's the best pro of it the con of audio is it is the worst to grow organically there's just no no word of mouth it's literally all and it's the hardest ask you're asking someone to listen to an hour or at least a few 10 minutes or something of a podcast and yeah that's traditionally why there's a smaller audience size on on podcast versus a lot of Aris exactly so if you're starting from scratch the only way you should start like a pod the only way you should start in the audio category is if

a you're willing to wait a decade with no results and you truly are or B you have an existing audience on one of these other buckets that you can funnel to kind of get a quick start so it's kind of one of those two you you know it's it's like a really good medium to train of course like we both did it you're you're still doing this podcast I'm going to hopefully launch another podcast soon but it's an amazing medium to train an amazing medium to build depth it's just so hard to grow if that's

the only thing you're doing so that that's that bucket and then that brings us to video so video is the fourth and there's two types of video you've got short form so like Tik Tok reals YouTube shorts and you can post short form other places now and then you've got what I call like medium form long form which is just normal YouTube videos so video is extremely powerful and probably the the medium to long form on YouTube is probably the best bang for buck in terms of you can get good monetization pretty quickly through YouTube

AdSense or sponsorships but also they have an algorithmic feed where they're surfacing you in front of strangers that have never heard of you before so that you can grow you know that maybe not as fast as short form you can grow so when you start there the depth right and there's the depth that you get on a podcast you kind of get in a 10-minute video like if you you're spending time with that person exactly yeah exactly so that and that's medium forms then they're short form which is what you're trading off in depth you're

not really getting as much depth you're gaining in in uh discoverability because the algorithms are super tuned and people the most attention in the world right now is on short form content Tik Tok reals so when you think about and I think it was helpful to go through that when you think about the backdrop that's how I thought about it I was like okay the probably the best places to start given my skill set is either email or short form video and then when I looked at email I was like well I don't really have

an audience on Twitter so it's going to be hard to drive people to my email so that's going to grow pretty slow so for me if what I want is to be able to prove that I can make videos that stick and video is the best place to start because it's the most ruthless Marketplace like you can only hold someone's attention for 3 seconds if if you're making average content so in order to hold someone's attention for a long time you got to be really good and that that my thinking was that would sharpen my

skills of Storytelling the the quickest and maybe I wouldn't be able to build depth through there maybe I wouldn't be able to monetize as as highly through short form video but it would it would give me a platform to kind of build these other channels