Latest / Daily Influence / 572. Own Your Story: Building an In-House Content Engine with Alex Sheridan (Impaxs)

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572. Own Your Story: Building an In-House Content Engine with Alex Sheridan (Impaxs) · Daily Influence

• 0:10
  [SPEAKER_01]: Welcome to the daily influence where our mission is to deliver a daily dose of positive influence that can uplift you personally or be shared within your sphere of influence.
• 0:20
  [SPEAKER_01]: While not every episode may directly apply to your unique circumstances, we strive to provide insights and inspiration relevant to most people's daily, weekly, and monthly lives.
• 0:30
  [SPEAKER_01]: Whether you are tuning in during the morning, noon or night, the daily influence is here for you.
• 0:36
  [SPEAKER_01]: Listen, share, and embrace the power of influence in your life.
• 0:40
  [SPEAKER_01]: Hey, everybody, Brian Smith here with the Iron Team series and your daily influence.
• 0:45
  [SPEAKER_01]: And today I am joined by Alex Sheridan.
• 0:49
  [SPEAKER_01]: He is the founder of Impact's and Alex and his team are reshaping the way companies think about marketing.
• 0:56
  [SPEAKER_01]: And what they do is they help them build their own in-house content engine instead of relying on outside agencies.
• 1:10
  [SPEAKER_01]: efficiency of AI, the workflows that go with AI and creating systems that drive growth for your organization.
• 1:18
  [SPEAKER_01]: And it does it in an authentic way.
• 1:22
  [SPEAKER_01]: And if you get a chance, you'll learn as contact information to watch his own podcast and read information about him.
• 1:29
  [SPEAKER_01]: You'll see that that's very true.
• 1:31
  [SPEAKER_01]: So I'm excited to dig into what it takes for business owners to make that shift.
• 1:36
  [SPEAKER_01]: shift and the challenges that come with it.
• 1:39
  [SPEAKER_01]: So Alex, thank you so much for joining us my pleasure that into the here.
• 1:43
  [SPEAKER_01]: So as we were talking offline this episode is going to be about you and the influence you have and I'm really interested in this because
• 1:51
  [SPEAKER_01]: We love when we have partners who teach clients how to get more self-control and how to lean into themselves and their stories in their brand and self-developed.
• 2:02
  [SPEAKER_01]: It adds so much more context to their story in their brand.
• 2:07
  [SPEAKER_01]: So one of the things that I want you to share is, you challenge the traditional agency model by helping them build their own content.
• 2:21
  [SPEAKER_01]: to pull that stuff back in and to begin taking control of their own messaging and their own content marketing.
• 2:28
  [SPEAKER_00]: I think like most things, they have to have the pain of staying the same as greater than the pain of making the change.
• 2:36
  [SPEAKER_00]: In a lot of ways, they have to, what we notice and what we found because we used to do agency marketing for companies.
• 2:42
  [SPEAKER_00]: We used to do their own marketing, right?
• 2:44
  [SPEAKER_00]: We would do the posting, the editing, the copy, all this stuff.
• 2:47
  [SPEAKER_00]: And we started to notice a couple of years ago as it was just wildly ineffective.
• 2:52
  [SPEAKER_00]: You know, you'd get the post out and show you check the box.
• 2:54
  [SPEAKER_00]: And you'd say, yeah, we did X amount of post on LinkedIn or YouTube, whatever it is.
• 2:58
  [SPEAKER_00]: But it just lacked substance, lacked the founder and CEO and executive team's voice.
• 3:03
  [SPEAKER_00]: It wasn't as authentic.
• 3:05
  [SPEAKER_00]: It wasn't showing the behind the scenes.
• 3:07
  [SPEAKER_00]: It wasn't like having the real conversations that customers actually want to hear.
• 3:11
  [SPEAKER_00]: And so we made the shift to say, well, we had a couple clients.
• 3:15
  [SPEAKER_00]: So that was doing this before.
• 3:16
  [SPEAKER_00]: We did the agency model.
• 3:17
  [SPEAKER_00]: We were doing coaching and consulting.
• 3:19
  [SPEAKER_00]: And we were helping them kind of figure it out themselves.
• 3:21
  [SPEAKER_00]: And build internal systems and processes and the content engine, like you mentioned.
• 3:25
  [SPEAKER_00]: And we just noticed it was so much more effective when a company was doing it internally.
• 3:31
  [SPEAKER_00]: But there was some misconception of, well, if I do my own marketing, I got to have like some huge team with huge payrolls and W2 employees and all that stuff.
• 3:38
  [SPEAKER_00]: And that's really just not the case.
• 3:39
  [SPEAKER_00]: It can be found or CEO-led.
• 3:41
  [SPEAKER_00]: It could be a couple team members.
• 3:43
  [SPEAKER_00]: There could be a video editor abroad and the Philippines.
• 3:45
  [SPEAKER_00]: There could be a contest social media manager abroad and the Philippines, for example.
• 3:50
  [SPEAKER_00]: or in another country where cost is more affordable in terms of bringing people on.
• 3:54
  [SPEAKER_00]: And now that we've got automation in AI, and we've got a lot of things that really can help us create content faster and more efficiently, but still keeping it in our voice.
• 4:03
  [SPEAKER_00]: And so, you've got smartphones that you can create content from now that we didn't have, you know, that is good at quality 10, 15 years ago that you would have had a higher camera crew to come in.
• 4:12
  [SPEAKER_00]: So,
• 4:12
  [SPEAKER_00]: There's all these opportunities right at our fingertips that we didn't have before.
• 4:16
  [SPEAKER_00]: So it's making the agency model less attractive and effective and is making bringing it internally or in-house more attractive.
• 4:24
  [SPEAKER_00]: But to your original question, the founder executive team have to want to create a company culture around share on your story, creating content.
• 4:33
  [SPEAKER_00]: And whether that's a podcast or LinkedIn content or writing or whatever
• 4:42
  [SPEAKER_00]: The companies that we've seen have the most success, they want, they're excited to share their message.
• 4:47
  [SPEAKER_00]: They're excited to get out there and talk to the customers.
• 4:50
  [SPEAKER_00]: It doesn't work when the founder or owner says, I don't want anything to do with marketing, just do it for us, just put something out there to get something out there.
• 4:59
  [SPEAKER_00]: That's what it's not as effective.
• 5:00
  [SPEAKER_00]: So you've got to really see kind of the way the market's going, see the opportunities and the challenges, and then be willing to put yourself out there and be excited to share your story and message with your audience and your customers.
• 5:11
  [SPEAKER_01]: Yeah, you know, I think that is true across most of consultants landscape when you try to get a client to bring back in house and take some control over their own.
• 5:24
  [SPEAKER_01]: Whatever their own is, it can be operations.
• 5:26
  [SPEAKER_01]: It can be accounting, bookkeeping, marketing, human resources.
• 5:31
  [SPEAKER_01]: And I think a lot of us,
• 5:32
  [SPEAKER_01]: Who serve other businesses are faced with the same challenges just different areas of influence can you brought up something in your answer that you know everybody is thinking about and it's AI and it's interaction with human storytelling and you have this system called your infinite client system and it combines human creativity with
• 5:57
  [SPEAKER_01]: AI-driven systems.
• 5:59
  [SPEAKER_01]: How do you see AI reshaping the way businesses create content at scale without losing authenticity and connection with their audience?
• 6:09
  [SPEAKER_00]: Yeah, it's fun.
• 6:10
  [SPEAKER_00]: I did a post about this today actually where I said AI is making companies worse and marketing not better.
• 6:18
  [SPEAKER_00]: And the reason I say that and I'll expand upon this and I love AI and it's absolutely and obviously the future.
• 6:24
  [SPEAKER_00]: I mean, there's no doubt about it that AI is going to be here to stay and it's only going to grow and it's going to change our entire world.
• 6:29
  [SPEAKER_00]: There's no discussion around that.
• 6:32
  [SPEAKER_00]: I think we all know that right.
• 6:33
  [SPEAKER_00]: She's a question of how and when and where.
• 6:36
  [SPEAKER_00]: But what I started to notice is that companies and we even fell into this trap for a little while is just testing and trying different things.
• 6:44
  [SPEAKER_00]: And almost when I saw this, people were in companies were defaulting to AI first.
• 6:48
  [SPEAKER_00]: It was like, we need to create a LinkedIn post, put it in AI.
• 6:52
  [SPEAKER_00]: We need to create an email, put it in AI.
• 6:54
  [SPEAKER_00]: We need to create a sales sequence to get to our prospects just have AI to it.
• 6:59
  [SPEAKER_00]: and what ends up happening is you sort of lose your voice and your brand and who you are when AI is just completely doing everything.
• 7:08
  [SPEAKER_00]: And it starts to hurt the performance of the content because I think people can feel it too.
• 7:12
  [SPEAKER_00]: And I'm not just talking about the obvious one where it's like
• 7:15
  [SPEAKER_00]: skyrocketing the revolution of content marketing and there's, you know, the skyrocket emoji and there's the M dashes and, you know, those are the ones where we look at and we're like, aren't even the non-marketers like, this is written by a chance for you like it's pretty freaking obvious, but there's a lot of them that are actually decently written that you almost it's harder to tell, but I think the part of the problem that I see with it is that.
• 7:38
  [SPEAKER_00]: I think it's actually good for us human beings to be involved in the creative process of learning how to tell your story as a company as a brand, learning how to articulate a point of view that you have on your industry and in your market, learning how to take customer pain points and turn those into compelling videos that make them think differently or want to reach out and buy from you.
• 7:59
  [SPEAKER_00]: you know, these are things that I think like, as you go through the creative process, you learn things, you kind of stretch that creative muscle.
• 8:08
  [SPEAKER_00]: And if you don't use it after a while, you kind of start to lose it.
• 8:11
  [SPEAKER_00]: So, and I think in a lot of ways, it's almost like they're a pudec.
• 8:14
  [SPEAKER_00]: And that's why I love podcasting, because you can't, there's no,
• 8:18
  [SPEAKER_00]: There's no AI in the sense of, when the podcast is going, there's no AI right now.
• 8:24
  [SPEAKER_00]: Now, afterwards, we will trim our podcast up, which ours, we film in person, I'm excited to have you on a few weeks, Brian.
• 8:30
  [SPEAKER_00]: And we have three different camera angles in our mics and stuff.
• 8:33
  [SPEAKER_00]: And so what a podcast or what AI will do afterwards is it'll trim that entire and edit the entire podcast in like 54 seconds using autopot.
• 8:42
  [SPEAKER_00]: It'll just go to different camera angles, make the switches, match up the audio, and everything's done.
• 8:48
  [SPEAKER_00]: You know, taking a meeting that you had with the prospect that was 30 minutes long and using AI to help transcribe that meeting and then formulate the different talking points that you can now go create content from.
• 8:59
  [SPEAKER_00]: That's a great use of AI.
• 9:01
  [SPEAKER_00]: You know, there's creating a YouTube description or helping in a short form video editing.
• 9:06
  [SPEAKER_00]: There's a bunch of really good uses for AI.
• 9:08
  [SPEAKER_00]: I just think it's become like the shiny object that people just run towards so quickly.
• 9:18
  [SPEAKER_00]: go left, you know, like don't fall into the trap.
• 9:21
  [SPEAKER_00]: But well, we just got it because everyone now can create content with AI.
• 9:24
  [SPEAKER_00]: So what's the big deal, right?
• 9:25
  [SPEAKER_00]: There's going to be a millions of posts in the early R. And everyone can do it.
• 9:29
  [SPEAKER_00]: So it's not special.
• 9:30
  [SPEAKER_00]: Just like if everyone got dumped a billion dollars right now in cash and USD,
• 9:35
  [SPEAKER_00]: The cash would be worth nothing, but I'm a millionaire, but it's not everyone has a billion.
• 9:39
  [SPEAKER_00]: So it's not worth anything, right?
• 9:41
  [SPEAKER_00]: So all of a sudden, prices would go up.
• 9:42
  [SPEAKER_00]: So it's the same thing with content.
• 9:43
  [SPEAKER_00]: It's like, if everyone can now write which has your petite and clawed and Gemini and all these different things, what is the real value of content?
• 9:50
  [SPEAKER_00]: And it really is the real conversations, the deep conversations, it's the point of use, it's the unique perspective, it's stories that you have that no one that AI doesn't have.
• 10:01
  [SPEAKER_00]: And it's the behind the scenes that show and you working with the client that people would not get to see because it's not a scripted video, it's the real stuff that you're actually doing.
• 10:10
  [SPEAKER_00]: So that's the realness that an office authenticity that needs to be in the content and the value that it needs to be in the content and then issues AI to make everything more efficient and more, you know, to take the time consuming part out of creating content.
• 10:22
  [SPEAKER_01]: Yeah.
• 10:23
  [SPEAKER_01]: I appreciate that very much.
• 10:25
  [SPEAKER_01]: I just came from a meeting right before this time with you
• 10:30
  [SPEAKER_01]: discussing with our programing company, for our consulting practice, we're building our new operating system for our clients and there's some AI in it and we were talking about the ethics.
• 10:44
  [SPEAKER_01]: of AI and our AI consultant asked you know what your view on ethics and you know one of the things that is important to us and that's a key tenant of our core value is positive and responsible influence.
• 10:58
  [SPEAKER_01]: There is nothing more important in our bully for humans than managing a person's influence and being cognizant of their influence and that includes using tools like AI and having it speak
• 11:14
  [SPEAKER_01]: You can't use AI to generate content.
• 11:17
  [SPEAKER_01]: You can use AI to edit your content and help your content to be more clear.
• 11:22
  [SPEAKER_01]: But you have to supply AI with the content first.
• 11:26
  [SPEAKER_01]: Yeah, so that's where we started and it's really hard because as you pointed out, it's, you know, it's like the wild west.
• 11:32
  [SPEAKER_01]: So it's, yeah, it's growing and expanding so rapidly and it's a challenge because it is easy.
• 11:39
  [SPEAKER_01]: It does give us efficiency.
• 11:41
  [SPEAKER_01]: It does allow us to do a lot more, but it can also dumb us down as humans and it does influence how we think.
• 11:49
  [SPEAKER_01]: So I appreciate what you shared there because again,
• 11:54
  [SPEAKER_01]: Like the first question, you can apply that answer to the different aspects of business.
• 11:59
  [SPEAKER_01]: You don't just, it's not just about marketing when it comes to AI.
• 12:02
  [SPEAKER_01]: Can be about accounting, you know, human resources and all of those other things that are so important.
• 12:08
  [SPEAKER_01]: Yep.
• 12:09
  [SPEAKER_01]: So, you know, there's a difficult challenge for business owners because they're busy, right?
• 12:14
  [SPEAKER_01]: You could be dealing with, let's say, I like to use the plumber because I'm an e-meth fan.
• 12:19
  [SPEAKER_01]: One of your previous guest brought up the e-meth in your podcast also.
• 12:23
  [SPEAKER_01]: And I think for us management consultants, the e-meth is like the foundation of who we are, but like plumbers, a difficult challenge for a plumber, what they might like is the idea of
• 12:35
  [SPEAKER_01]: that content engine.
• 12:36
  [SPEAKER_01]: But what's the hardest part for like a plumber or a business owner to accept or overcome building that content engine?
• 12:45
  [SPEAKER_01]: How how do you speak to that scary view from a guy that is a plumber who you're now wants to engage with you and take on this this
• 12:58
  [SPEAKER_01]: added tasks, this added process for his business of now becoming an internal marketer.
• 13:04
  [SPEAKER_01]: You know, where do you see them stumbling and how can they help themselves to get through that challenge?
• 13:11
  [SPEAKER_00]: Well, I think the biggest reason that most people in business owners don't create more content, specifically video, is insecurities.
• 13:19
  [SPEAKER_00]: It's not that usually the technology, it's not usually that they don't know how to record on their smartphones.
• 13:24
  [SPEAKER_00]: Most people do.
• 13:25
  [SPEAKER_00]: It's not that they don't have the system in place, although they probably could use one.
• 13:28
  [SPEAKER_00]: It would benefit them.
• 13:30
  [SPEAKER_00]: It's mostly they don't get started because they're like, well, I'm going to look kind of silly in front of my other plumber colleagues, you know, or, oh, my neighbor's Karen's going to see me on Facebook or Instagram or TikTok or YouTube and one of the things I think about making videos, that's kind of weird.
• 13:44
  [SPEAKER_00]: I'm a plumber.
• 13:44
  [SPEAKER_00]: I'm not an influencer, right?
• 13:46
  [SPEAKER_00]: And so I think people get in their own way first and foremost.
• 13:50
  [SPEAKER_00]: And
• 13:51
  [SPEAKER_00]: some of those rabbit holes go deep you know I mean some people have some some deep things they need to work on in order to get through those insecurities but that's really where it starts I mean but if I'm a plumber I'm thinking where any business owner I'm thinking how do I create content that is not so out of my ordinary activities
• 14:08
  [SPEAKER_00]: So for a plumber, for example, who want to use that, I would just next time I'm doing a job or I'm working on something.
• 14:14
  [SPEAKER_00]: I'm bringing a camera on the tripod in there and I'm just recording.
• 14:17
  [SPEAKER_00]: You know, I'm going to showcase, hey, they've got a leak and here's how I'm going to fix it.
• 14:20
  [SPEAKER_00]: And hey, next time you have your toilets clogged, try doing this before you actually call a plumber.
• 14:25
  [SPEAKER_00]: All right, because sometimes you may spend $200, you need to call the plumber.
• 14:28
  [SPEAKER_00]: You can go to check this.
• 14:29
  [SPEAKER_00]: Right, so now I'm saving the money, and I'm building trust and credibility, which ultimately, that's what we're trying to do with our customers in our audience through our content.
• 14:36
  [SPEAKER_00]: We're just, it's the same business fundamentals.
• 14:39
  [SPEAKER_00]: They have not changed for 30 years, for 50 years, for 100 years.
• 14:43
  [SPEAKER_00]: You go out, you connect with people, you build trust and credibility, and likeability, and then guess what?
• 14:48
  [SPEAKER_00]: They want to buy from you when the time is right.
• 14:50
  [SPEAKER_00]: We're just doing that with content now and video can do that at scale instead of talking to one person or 20 people at a network in event.
• 14:56
  [SPEAKER_00]: I can talk to 20,000 today if I'm posting content on LinkedIn or Facebook or you know, TikTok wherever it is.
• 15:03
  [SPEAKER_00]: So I think that's the biggest hurdle as people get in their own head.
• 15:06
  [SPEAKER_00]: Because most of the time, we've got smartphones that are disposal, we've got mics that are $80 on Amazon, and we can figure things out with YouTube and Chachipete if we really wanted to.
• 15:17
  [SPEAKER_00]: It's usually a insecurity, fear, ego type blocker.
• 15:23
  [SPEAKER_00]: that gets in the way.
• 15:25
  [SPEAKER_00]: If they're past that, then usually it's just a skills thing, which they can either hire somebody to expedite their results and get them their faster, or they can learn it themselves, and that's a little bit longer of a road, but it's very doable as well.
• 15:38
  [SPEAKER_01]: Well, Alex, I really appreciate that answer, especially one of the first few sentences, which was you made a really good statement that people save themselves.
• 15:49
  [SPEAKER_01]: I'm a polymer, I'm not an influencer, and...
• 15:54
  [SPEAKER_01]: You might not know this, but people who follow us regularly know that everybody has an influencer.
• 16:00
  [SPEAKER_01]: We all have influence in our specific and unique areas of influence.
• 16:06
  [SPEAKER_01]: So let me do with it.
• 16:07
  [SPEAKER_01]: Go ahead.
• 16:08
  [SPEAKER_00]: Let me say I'm sorry I interject, but one of my mindset shifts that might be helpful for your audience is don't necessarily think about yourself as like an influencer because it has like a
• 16:23
  [SPEAKER_00]: If we flip the script and we say, you're becoming a key person of influence in your space.
• 16:29
  [SPEAKER_00]: That's really what you're trying to do.
• 16:31
  [SPEAKER_00]: You're doing this.
• 16:31
  [SPEAKER_00]: I'm doing this.
• 16:33
  [SPEAKER_00]: It's not that if you can say influencer, you could say whatever you want to say, but I think it's been helpful when I talk to crowds and people and I say, replace the word influencer with key person of influence.
• 16:43
  [SPEAKER_00]: Yeah, I'm trying to be the go-to person in your space.
• 16:47
  [SPEAKER_00]: And you do that by putting yourself out there
• 16:53
  [SPEAKER_01]: you're so right, and it's a pet peeve of mine.
• 16:56
  [SPEAKER_01]: I want you to learn over time as our relationship grows.
• 17:00
  [SPEAKER_01]: I really don't like the word influencer.
• 17:02
  [SPEAKER_01]: It's become, you know, it's a job now.
• 17:04
  [SPEAKER_01]: I mean, your job is literally what does that even mean?
• 17:07
  [SPEAKER_01]: You know, and you're so right, an influence within your area of influence.
• 17:12
  [SPEAKER_01]: Whatever that is, I don't care if your digging ditches, fix and pipes, you know, answer on
• 17:19
  [SPEAKER_01]: everybody matters and that responsibility that we have in our area of influence is wildly important and that might scare people sometimes when they start to actually understand the realization that they are important.
• 17:33
  [SPEAKER_01]: So I think you bring a good message which is you have ways of leaning into that importance in a way that will help you grow your area of influence.
• 17:45
  [SPEAKER_01]: in an area where you want to.
• 17:46
  [SPEAKER_01]: If you're a plumber, you want to do more plumbing.
• 17:49
  [SPEAKER_01]: If you're a carpenter, you know, you're going to build more things.
• 17:52
  [SPEAKER_01]: It doesn't matter what it is.
• 17:54
  [SPEAKER_01]: What you offer is a way to do that with more control for them, not relinquishing it to somebody else and ending up one dimensional and looking like something that you might not want to look like.
• 18:07
  [SPEAKER_00]: Right.
• 18:08
  [SPEAKER_00]: And the other piece is like, you know, if you're listening now and you're like, I don't want to create
• 18:15
  [SPEAKER_00]: But then you have to, well, like anything, we have to accept the consequences that come with our actions.
• 18:20
  [SPEAKER_00]: And so, you know, maybe we're going to retire the next year or two, maybe it's not worth it to start that, right?
• 18:24
  [SPEAKER_00]: But if you're going to be around for three years, four or five years plus 10, definitely 10 years plus, then having a brand does matter, and it does give you a very competitive edge in the marketplace, and it can generate significant amount of leads for your business.
• 18:38
  [SPEAKER_00]: It can position your company as one of one in a world of commodities.
• 18:42
  [SPEAKER_00]: And so when you see competitors that start to generate, you know, the generating business and, you know, market share and you're slowing down and people aren't coming to you because, you know, they found someone so they found Bob and Susie and Alex and whoever else on online and they pulled up when they did the Google search of the Jaggi BT search or they got referred by somebody else because of their social pages, whatever it is.
• 19:04
  [SPEAKER_00]: that is a consequence of not having a brand.
• 19:07
  [SPEAKER_00]: And so there's always just trade offs.
• 19:09
  [SPEAKER_01]: Everybody's a brand nowadays, and they need to really grasp what that means.
• 19:13
  [SPEAKER_01]: And I think that takes me to this last thing, which is if Alex, you could share with everybody, maybe one last message that you'd like to leave them with and include in that how they can get a hold of you and communicate with you to have maybe some deeper conversations on this topic.
• 19:34
  [SPEAKER_00]: Yeah, I think you, you know, if you're interested in building a brand and creating content to help grow your business and further your career, I think you have to, it's easy to look at it, if you haven't been involved in it, it's easy to look at it as like a mountaintop that you have to climb.
• 19:47
  [SPEAKER_00]: Right?
• 19:47
  [SPEAKER_00]: And so I've been there, you know, I've been creating content pretty because it's like for six years, we have a good amount of followers, nothing crazy, but we have a good brand, we have our podcast going, we have LinkedIn, you know, we have all these different channels going.
• 19:59
  [SPEAKER_00]: And I think the risk there is, you look at people if I'd look at myself even eight years ago or other people that were building your brands and had some success, I would look at those people and say, wow, how do they do all this?
• 20:11
  [SPEAKER_00]: And they got videos and they got this and they got this, they just know all this information and insights.
• 20:17
  [SPEAKER_00]: And the reality is, we all start from the same place, which is zero.
• 20:21
  [SPEAKER_00]: and in our business, and in our brand, and in anything that we do.
• 20:25
  [SPEAKER_00]: And I had very little traction for the first several months, and business is hard the first few years, especially, you know, and like you fall on your face.
• 20:33
  [SPEAKER_00]: And I had seven posts on a roll on LinkedIn that were zero-like, zero-comments, and no one, the public told me, hey, Alex, you're content sucks.
• 20:42
  [SPEAKER_00]: You're not good.
• 20:43
  [SPEAKER_00]: And you have to take that shot and keep coming and say, you know, yeah, my content's maybe not good right now, but it's going to be one day.
• 20:50
  [SPEAKER_00]: And same thing with my YouTube journey.
• 20:52
  [SPEAKER_00]: I posted a lot of videos on YouTube in the period beginning and gotten to an almost no traction.
• 20:56
  [SPEAKER_00]: I mean, no one cared who I was or what I was talking about her.
• 20:59
  [SPEAKER_00]: They just don't care.
• 21:01
  [SPEAKER_00]: You have to go out there and you have to give them a reason to care.
• 21:04
  [SPEAKER_00]: And you do that by genuinely making an impact, giving away your best stuff, helping educate people, shift perspectives.
• 21:13
  [SPEAKER_00]: help them so much that they see you as, wow, this is a person I'd want to work with, this is the person I'd want to follow, this is the person I'd want to continue watching their videos or consuming their podcasts.
• 21:22
  [SPEAKER_00]: And so see it as the next step.
• 21:25
  [SPEAKER_00]: What's the next step that you need to do right now to get you to that closer to that mount top?
• 21:29
  [SPEAKER_00]: And for a lot of people listening, it might just be, I'm going to go make a couple videos this week.
• 21:34
  [SPEAKER_00]: I'm going to record something that will be valuable to my audience, so I'm going to post it.
• 21:37
  [SPEAKER_00]: And I'm not going to care if I get zero likes or one comment or whatever it is, I just need to start getting in the habit of doing these things.
• 21:45
  [SPEAKER_00]: And so the opportunities there, it's never been, the opportunity has never been bigger than it is now to go out on your own, build your personal brand, reach your customers online, do it in an authentic way, but you've got to be willing to take that first step.
• 21:58
  [SPEAKER_00]: Yeah, LinkedIn's great.
• 22:01
  [SPEAKER_00]: Alex, be shared in.
• 22:02
  [SPEAKER_00]: I'm sure you'll link the the contact information in packs.com.
• 22:07
  [SPEAKER_00]: I am Peas and Paul AXS.com.
• 22:11
  [SPEAKER_00]: As you mentioned in the beginning, we help companies bring their content efforts and marketing in house so they don't have to rely on a marketing agency.
• 22:18
  [SPEAKER_01]: And yes, Alex, we will in the description below on whatever.
• 22:24
  [SPEAKER_01]: media source, you are listening to us today.
• 22:26
  [SPEAKER_01]: You will see Alex's contact information available to you and I would encourage you to reach out.
• 22:34
  [SPEAKER_01]: Everything that we talked about today is so important and there is long term ROI in
• 22:43
  [SPEAKER_01]: making sure that your brand is visible and understood by whatever area of influence in your market but you find yourself.
• 22:51
  [SPEAKER_01]: So Alex, thank you so much for joining me today in sharing your insights on all companies can take ownership of their content.
• 22:58
  [SPEAKER_01]: Also how they can embrace AI responsibly and scale their storytelling and authentic way.
• 23:05
  [SPEAKER_01]: And for our listeners, I encourage you to
• 23:09
  [SPEAKER_01]: Hope goals and action apply here and owning your influence by turning intention into systems at work.
• 23:18
  [SPEAKER_01]: So until next time, thanks for joining us on the daily influence.
• 23:22
  [SPEAKER_01]: We'll see you again soon.