How to Catapult Your Brand into the Spotlight and a Genius Content Strategy

Speaker 1: 1:00

All right, all right, all right. Welcome to another episode of the Remarkable Marketing Podcast. Today we are here with Aaron Wittnish, who is the founder of the amazing content agency. He has a content creation system that he'll share a little bit about today. Welcome to the show, aaron.

Speaker 2: 1:19

Hey, it's fantastic to be here. Thanks for having me on.

Speaker 1: 1:23

Absolutely. I also understand. You have a great story for us, a remarkable marketing story.

Speaker 2: 1:32

I do, I do. I'm hoping your audience know who Grant Cardone is, because that's what the story is going to center around today. Yeah, big fan, awesome. Well, I'll dive in In 2015,. I guess Grant Cardone was fairly significant at that point. He started to break out and he had quite a big following and he was doing a lot of content, a lot of activity. He'd written the 10X rule and was getting a lot of publicity. We were followers. One thing that made my business partner at the time, jack Murray, wanted to do was we called it the camp infiltration strategy. This is where you can leverage someone else's audience everything that they've spent years building without having to build it yourself. We were like how do we get access to Grant Cardone? It's not easy. You could try messaging him and all those sorts of things, but you get thousands of them every single day and probably ignore most of them. What we decided to do was to make friends with all the different key employees in Grant's organization. We figured the people that were probably the best to start building a relationship with were the ones that were side by side with him every day. At the time, he had a videographer, robert Sisley, who was essentially filming him and producing all his content. What we did was we befriended Rob and we just started engaging with Rob on social media and just playfulness. We're from Australia, he's from the US, so there's a bit of fun in that. It got to the point where Rob was engaging back with us. We built up a rapport. What happened from there was Rob started to see our content and started to see what we were posting out. Then we progressed the chat over to Messenger. My business partner at the time, jack, said hey, grant doesn't really have much of a presence in Australia. He's big in the US, but we don't really know him down here. Grant wants some help getting exposure to the Australian market. He said yeah, absolutely. Another reason why we said that is because we knew that Grant's goal was to reach 7 billion people and have everyone in the global population to know his name. What we suggested was maybe we could come on Grant's show, deliver some value, but also promote it to Australia our audience over here. He went and spoke to Grant on behalf of us and came back and said if you can shoot a two-minute video and you can make a good case, we'll put you on the podcast. We shot this video and we just focused on what Grant wanted to achieve, which was having everyone know his name, and how we could help do that. Over here in Australia, grant, robert and I think it's Sherry who's the CFO. They watched the video and we got an invitation to be on Power Players, which is Grant Cardone's podcast. They said, look, let's do it on Zoom or whatever their virtual streaming platform was. There's no way, if we're going to be on a show with Grant Cardone, that we're going to do it virtually. We said we're going to fly over to Miami and we're going to sit in the studio next to Grant. We made sure that we took a videographer with us for this journey. We're going to be side by side with Grant and Grant's offices going to go on the podcast that we captured all the behind scenes footage. We captured the podcast, everything that we were doing, because we knew the power of that exposure in cross-pollinating Grant's audience. So we went over there, we went on the podcast, we filmed everything and then Grant naturally promoted us and that episode to his audience and that gave us a massive, massive boost. And then, because people had seen us affiliated with Grant Cardone, all of a sudden everyone else wanted to talk to us and to get them on their podcast. So that was probably one of the most ballsy if that's the right word insignificant marketing moves that we'd made. But the key to that was building a relationship with someone that was close to the public figure in Grant Cardone, rather than going direct to the source and then, once that relationship and nurture is, getting that introduction and getting them to edify and pitch us to Grant as opposed to us trying to do it ourselves. So that's probably the greatest marketing feat that's been accomplished from my side of the table.

Speaker 1: 6:21

That's really fantastic. It's a great guerrilla tactic and I think a lot of when it comes to podcasting, but also more broadly, just speaking of events. A lot of the times you just sort of need to throw your hat in the ring and if you ask, oftentimes people will do it. But the finesse that you showed was not going directly to him, befriending the people on his team and getting them to be your advocate. That's pretty awesome because for getting on the more high profile shows like Power Plays, that's a great way to go about it, because I'm sure he gets a lot of people who just say, hey, can I be on Power Plays? So it was strategic, it was a guerrilla and I assume the impact for that for your business was significant, right.

Speaker 2: 7:17

Definitely, and I'd also choosing to fly over to Miami and not wasting the opportunity. When you get your foot in the door something like that, maximize it. So flying over hiring the videographer spending time there was a really powerful move. And you're right, Once we were, I guess, on the show and we had grants endorsement, that really pushed us into the US, which our audience was mostly in Australia, so we were able to pick up clients, have this raving fan microfollowing it wasn't very big, but people that had seen the show but were now really big advocates of us. So it actually really boosted people's advocacy for us on social media after we went through that experience, that's awesome.

Speaker 1: 8:07

Tell me a little bit about your content strategy system. I saw this on your profile on your website, but I think it's interesting just to know a little bit more about that system and how you do content marketing.

Speaker 2: 8:23

It's called the 30 Days in 90 Minutes Content Creation System. We've had an agency for over 14 years and one of the biggest problems when we've worked with clients historically was getting the assets that we need for content. One day I was on a chat like this with one of my clients, mark, who's a bricklayer of all things. He said I want to start putting myself on video and build up my brand inside the local construction industry. I said it's going to be really hard. If we get a camera and he's trying to do scripts. It's not going to be great content. I think it's going to be very unnatural, but Mark's really good at having conversations. I said can we just try something, mate? Well, I've got you here. I hit record and I said how did your company get started? What were some of the biggest challenges? How do you do things differently to other bricklayers in the industry? What are some of the systems that improve your efficiency? You just rattled off these beautiful answers. I gave it to my editor and I said can you just cut as many clips as you think that we could use as content? I got a folder back with roughly 12 or so clips the next day. Then I said can we put the company branding and the captions and all those things that help with engagement and retention onto the videos? We did that. We gave it to Mark and he was blown away that he'd had a spontaneous conversation that was impromptu. We'd come back with 12 clips short form content that he could use on social media, and that was actually the birth of the strategy. The model is essentially that, coming to a place like Zoom, google, meet teams with a list of questions that you get from, say, google or a tool like vidIQ, which will tell you what your audience is looking for in terms of content ideas. You take a keyword example could be weight loss. It'll show you the hundreds and hundreds of searches that people are typing in when they're looking for content, what the competition looks like when you use vidIQ, so you can go okay, that's something that everyone's searching for, but not many people are creating content on. Let's take that to the interview or the conversation and I'll add value to that topic. So you're creating content that your audience is actively looking for, and then you film and record the conversation and then you just repurpose it into your short form videos. You take the clip over to a tool like revcom, you get that transcription and then you just repurpose the text of the transcription into your written content. So by showing up for 60 minutes and having a conversation, you've got all your video, all your written content, and it's very natural and organic and authentic because it's just a conversation. And that's essentially the 30 days, 90 minutes system.

Speaker 1: 11:02

That's brilliant, so I think that that really works. I've done something similar in the past not necessarily the same output, but it's interesting. This tactic is worth just sharing a minute on. I worked for a company and we were at the process of going through our initial public offering, so we decided to make a video with the executives in the company and some of the employees to tell in two or three minutes the story, because you only get a couple minutes to play a video with investors. And the guys on the executive team were very outgoing sales guys, but they were camera nervous is what I call it and I tried to have them read a script and they kept stumbling over it and they were trying to memorize it. They were trying to read it and it just it wasn't going great. And so I told them that we turned the cameras off and then we just had a conversation and I asked them sort of the same questions like let's, let's, let's sort of practice, just sort of let's make this conversational, and then we can figure out the best way to go forward. And we did that, and then I just use that because they weren't nervous, they were. They were not worried about the exact, exact words and getting everything just perfect. They were communicating the ideas clearly and I think if people take this strategy of just having the informal conversation and and doing things that make people not camera nervous, you're right, almost anybody can do it. They can carry a good conversation, which is most people, but most people you know are camera nervous. Like when I ask customers at companies that I've I've had and I ask customers to do video testimonials, it's really hard because people are so self-conscious of it. So I think this tactic of just getting people to do conversations on video without being overly worried about the script and exactly how they look, being camera nervous, you can get some great stuff. And then your strategy on top of that is take the best clips from it, because all of it won't be great, and use that over a period of 30 days, right.

Speaker 2: 13:29

Yeah, so there's tools. Depending on where you're at in your journey and what your budget looks like, you've got solutions up to having an editor that can handpick the content and get it beautifully aligned with those questions that your audience is looking for and putting all your branding and custom animation on it. To AI tools that, if you are on a budget, there's a tool called Opus Clip or Opus Pro, I think, is the URL. You can just give it that conversation and it will intuitively cut clips for you and add captions and B-rolls. So it doesn't matter whether you're a business that has a marketing budget or you're just a creator that wants to get into content and doesn't have a team, doesn't have resources. There's no more excuses for not getting started, because AI and a lot of the software's out there have removed all those limitations so people can start creating content regardless of where they are in their journey.

Speaker 1: 14:25

That's awesome. So you have a resource for people who might want to learn a little bit more about what we just talked about. Can you share what that resource is?

Speaker 2: 14:35

Yeah, so I give away the system for free. It was a 37-minute training that walks people through how to set up the 30 days in 90 minutes content creation system. So if you go to contentonlyau you can download that and it'll actually walk you through the process so you can see how you can set that up for yourself in your business and shares all the tools, all the steps in the process, everything you need to get it done. So contentonlyau and you can go download the 30 days in 90 minutes content creation system.

Speaker 1: 15:04

Awesome and I'll put the link for that in the show description for all the listeners, and I'd like to ask all the listeners to share this story. Please rate, review and subscribe. That helps us get great guests like Aaron to come on the show and share their stories. Thank you, Aaron, for sharing this great story with us and being with us today.

Speaker 2: 15:21

You're welcome, eric. It's a pleasure. Okay, if you have questions about this content, please share your comments. Thanks, I'll check around.