I’m excited to have Doug Cunnington again on the podcast!
Doug and I linked again through the first Area of interest Web site Venture (2013) and he loved my challenge a lot, he began his weblog and stole the title for his area from my challenge! : )
NicheSiteProject.com is the place you may observe together with what Doug is as much as nowadays.
Despite the fact that Doug has been within the area of interest web site sport since not less than 2013, he’s now gotten closely concerned in Youtube and rising a big channel. With about 20,000 subscribers, he’s positively gained some nice traction there.
At present, Doug shares the right way to develop a Youtube channel. He shares his journey and the methods which have labored nicely for him.
And naturally outdoors of YouTube, I needed to ask just a few hard-hitting questions associated to KGR and his challenge “go white hat” that had blended outcomes.
If you wish to get entry to Doug’s Trello board for content material creation, a Google Spreadsheet course of doc, and a case research on publishing 60 movies in 30 days, you may get these proper right here.
Total, I hope you benefit from the interview!
Gadgets Talked about on the Podcast
Learn the Full Transcript
Spencer: Hey everybody, it’s Spencer right here from nichepursuits.com, and welcome again to the Area of interest Pursuits Podcast. I received an excellent one right here for you right now. I’ve received a returning visitor, it’s Doug Cunnington from nichesiteproject.com, and we speak rather a lot about YouTube. Doug has been diving into YouTube and rising his channel. I wouldn’t say that he’s the most important YouTube influencer but, however definitely, within the on-line advertising house, he’s beginning to acquire some traction. Once more, I’d say he’s form of earlier on within the journey, he doesn’t have 100,000 or 200,000 subscribers, however he’s approaching 20,000 subscribers, which is a big channel and it’s producing numerous leads to his enterprise.
We dive into particularly what has labored nicely for him and how one can hopefully observe in these footsteps. Now, as a result of Doug’s been on the podcast earlier than, I couldn’t let him get off the hook very simply with out some powerful questions. I jumped into it up fairly fast proper off the bat, all in good-natured enjoyable after all, however fairly direct, just a few issues that I observed up to now. The place did he get his area title from? The place did KGR come from? And another issues that I questioned him on.
After these powerful questions, we dive into why is he republishing and reusing content material on YouTube? How do dwell streams work on YouTube and why has that labored nicely for him? What kind of electronic mail subscribers is he producing? What kind of site visitors are you producing from his YouTube channel? All good issues, all of the ways Doug jumps in and shares with us. I hope that you just benefit from the interview general and thanks once more for listening.
Doug, how are you doing right now?
Doug: I’m doing superior right now. It’s an honor to be on the present. I’m pumped to speak about YouTube and another issues. All the time nice to speak with you.
Spencer: Positively. We’ve recognized one another for a very long time truly, remind of the yr that you just began not less than a distinct segment challenge.
Doug: That was the autumn of 2013, so it’s been some time.
Spencer: Yeah. We’ve linked just about because the starting. It’s been I suppose seven years that we’ve recognized one another. In web years, that’s ceaselessly just about. Earlier than we leap into YouTube, what you’re doing there, and what’s working nicely, I need you to have an opportunity to principally introduce your self. Individuals don’t know who Doug Cunnington is. Inform us a really temporary background and what your corporation is true now? The place you’re making cash? What are you concerned with?
Doug: Certain, I’m Doug Cunnington and I blogged over at Area of interest Web site Venture, as you talked about. I’ve a YouTube channel and I principally speak about Amazon affiliate marketing online, search engine optimization, and a few challenge administration. I had a company job for about 10 years and it was in IT. I did challenge administration (after all) and I received laid off in 2015. Now, fortunately, in 2013 I discovered Sensible Passive Revenue, the podcast particularly, and your podcast, Spencer, and I found this entire world of Web advertising, creating wealth on-line that I had no concept about. I began dabbling with Amazon affiliate websites and principally was capable of transition that facet hustle into my full-time gig, as soon as I received laid off.
That’s one space of the enterprise. I even have a course, the place the meta manner that we do that, creating wealth on-line. It’s a course on creating wealth on Amazon affiliate websites, and that’s the fundamental space. The YouTube portion and a podcast that I’ve, I talked about all the identical stuff as nicely. That’s only a technique to department out and have a bit little bit of an even bigger platform.
Spencer: Superior. What number of web sites do you’ve outdoors of the Area of interest Web site Venture? What number of different area of interest websites are you engaged on proper now?
Doug: Roughly about 5 or so.
Spencer: Okay. That retains you busy. You’re within the trenches nonetheless constructing the websites, which is all the time good. Now, once more, earlier than we dive into YouTube, I’ve a few questions which may appear to be harder questions. They’re going to be direct questions, however we’ve recognized one another for a very long time and it’s simply due to the historical past, I do know just a few issues that different folks would possibly know, so I wish to get your tackle among the questions that I’ve.
First query is I began one thing known as the Area of interest Web site Venture and now your area title is nichesiteproject.com, is there any probability that there’s a hyperlink between the place you bought your area title from?
Doug: There’s a direct hyperlink, straight from you, Spencer, and that was truly the primary time that I received traction was your Area of interest Web site Venture, primary. That was an ideal title, I’ve a challenge administration angle and I used to be like, “That’s an excellent title.” I believe that I checked with you beforehand, however seven years later, I’m a bit bit higher with branding and advertising, so I possibly would choose one thing completely different now.
Little recognized reality, Spencer. I believe that Chris Ducker had this area title initially, possibly a few years earlier than, as a result of after I registered it, his previous facet got here up. It’s a catchy title and I caught with it and like I stated, I’m a bit higher with branding now, however again then it was straight from you, Spencer and I thanks for letting me use it.
Spencer: Completely, it’s an excellent title. That’s humorous, I didn’t know that about Chris Ducker, the connection there. That’s attention-grabbing. Ought to I expect royalty checks to begin anytime quickly?
Doug: We’ll speak about it off the air.
Spencer: Okay, sounds good. Second query is Key phrase Golden Ratio, you’ve truly turn into fairly well-known for KGR, the Key phrase Golden Ratio there. I used to be relistening to a podcast interview that I did with Claire Smith on the Area of interest Pursuits Podcast, the place she was speaking in regards to the all in title ratio that she would use to seek out key phrases and it’s began to sound rather a lot like KGR. The one drawback is that the Claire Smith interview was recorded earlier than the KGR was created. Simply curious, did you get the concept for KGR from the Clare Smith interview?
Doug: I often credit score my mastermind group and among the friends on the time which was circa, I believe, 2016 or so. Did Claire’s interview come out earlier that yr or one thing like that?
Spencer: I must pull it up, I don’t bear in mind precisely when it got here out.
Doug: Cool, so positively earlier than I publish something on KGR, my mastermind group and friends which I truly point out, simply their first title to guard a bit privateness, however they know who they’re, they usually’ve been round. Lewis, Rob, Shawna, and Quinton helped me pull collectively numerous these concepts and there have been many sources for these concepts.
I do know I listened to that episode with Claire after which re-listened to it earlier than our dialogue right now and KGR is certainly spinoff of what Claire was speaking about. I believe and I hope that I iterated on the concept, refined what Claire was speaking about, and I believe I actually simplified it. I narrowed the goal and gave it a marketable title with the concept of branding. It’s a catchy title after which I examined it, so I might share the leads to a really particular manner.
I did speak about it for 2 years earlier than anybody paid consideration and I believe these simplifications and simply usually making it extra approachable made it extra usable for extra folks. I’ve by no means bought any service, software program, or tried to revenue straight from the KGR. There’s the angle that I take. Hopefully, I introduced worth and iterated on a good suggestion to make it extra usable.
I’d give a shout out to the Tropical MBA Podcast, a huge affect on what I’m doing now. One among my favourite reveals on the market, so folks ought to test it out in the event that they haven’t already, however they did present manner again known as, Rip, Pivot and Jam. I’m going to paraphrase, however usually, establish one thing that’s working, innovate and enhance on it, possibly take it to a brand new market, put a bit little bit of a spin on it, after which simply work exhausting on it. Jam on it.
It’s actually exhausting to get an concept to catch on. I actually suppose it was grassroots and speaking about one thing that works. I tip my cap to Claire and your present as a result of all of the phrases are in there. All of the parts of The KGR are in that present, you bought, all in title, minimal search volumes ratios, however I believe distilling it down does add worth.
Spencer: I agree. How a lot has KGR helped you out? As a result of such as you stated, you’ve talked about it for years. It looks like from an out of doors perspective, that’s been actually useful, that KGR began to tackle. Even in my Fb group, folks speak rather a lot about KGR, “Is that this an excellent KGR key phrase? Sure or no,” that kind of factor. It looks like numerous phrase of mouth site visitors (in all probability is), the phrase is spreading about KGR and I’d assume that that’s serving to your web site and your model develop.
Doug: Yeah, 100%. Even earlier than a distinct segment web site challenge, so far as the model is rising and getting extra site visitors by KGR, my very own private affiliate websites had been benefiting. I believe that’s one of many the reason why folks have the arrogance to check it after which speak about it once they get outcomes. By myself private websites, which I don’t speak about an excessive amount of such as you Spencer, I examined it with 20 articles initially after which 10X it. So, I examined it with 200 after which did that just a few instances, so it actually modified my enterprise, gave me one thing to speak about, and helped me earn belief as a result of folks would try it out in a small space, after which they’d notice, “Hey, possibly I ought to hearken to another stuff that Doug is speaking about since this half labored out for me.” So, 100% KGR fully modified the enterprise.
Spencer: Superior. I’ll simply say that I believe that’s nice. It’s nearly unattainable to give you a totally novel new concept. I believe even for software program instruments that I’ve created like LongTailPro and now LinkWhisperer and different tasks that I’ve labored, you definitely borrow concepts from different issues which can be working and it’s the way you tweak them, make them higher, extra marketable and accessible, et cetera. I believe you defined that fairly nicely, so thanks.
Lastly, my third tough query right here (earlier than we leap into YouTube) is Venture Go White Hat. This can be a challenge that began proper round early 2017, I consider, and I’m studying the quote of the aim of the challenge. It stated, “The purpose is to promote a distinct segment web site for over $500,000 after reworking it from grey hat backlinking to a white hat web site.”
I bear in mind following together with the challenge with numerous curiosity and all of your posts had been actually optimistic, issues had been you realize going very well. Nevertheless, among the numbers that you just had been posting didn’t match up precisely. It looks like the positioning was declining in site visitors in earnings a bit bit, and then you definately ended up promoting the positioning for under $235,000.
Now, I’ll grant that alongside the way in which, there was the Amazon affiliate fee change in March of 2017 that positively damage the valuation of the positioning, however it did seem that the site visitors was additionally declining fairly considerably and that issues usually weren’t going nicely. Am I improper in my evaluation that appeared, just like the Venture Go White Hat was considerably of a failure although the weblog put up sounded so optimistic?
Doug: Yeah, I can provide you that, however I can develop on it as nicely. Positively at first, if you happen to’re wanting on the preliminary purpose which I deliberately left, I can simply change that $500,000 to another worth, transfer it, change it, or something like that, however the development of what was taking place was sluggish, in order that case research went over the course of six-plus months or so.
If you’re wanting on the preliminary purpose, positively 100% failure. It was lower than half of the preliminary purpose. Nevertheless, (like many issues) I noticed I’m studying one thing alongside the way in which and even not less than for just a few months and in the beginning, we grew the positioning. We, as Rob Atkinson and myself, he’s talked about within the case research. He and I grew the positioning fairly a bit so far as income goes.
Simply in March of 2017, the fee charges modified for Amazon. Principally, our valuation dropped by about $100,000. That just about killed the promoting value. So far as the site visitors, it was positively on a downward tick. A part of it might have doubtlessly been some seasonality, however I believe it was a bit bit earlier than numerous the core algorithm updates that we see fairly steadily nowadays now in 2020. There might have been a bit little bit of a decline—getting deep into the weeds right here—doubtlessly as a result of we eliminated numerous these non-public weblog community grey hat hyperlinks, pretty shortly as we had been making an attempt to promote.
We had been attempting to throttle it, and we didn’t wish to clearly promote one thing that was a ticking time bomb that was going to say no in site visitors, so we had been really fizzling out how we had been shifting them. It’s exhausting to essentially inform how quickly any of these impacts of eradicating hyperlinks are going to hit the positioning. Like I stated to return to the concise reply, yeah, it seems to be just like the site visitors was declining however in writing all of the weblog posts, I attempted to, “Right here’s what we realized. Attempt to have a lesson realized on the finish,” versus, “Hey, this was a complete catastrophe.” However an individual might positively take that impression away.
Spencer: Do you’ve any concept how the positioning’s doing now? I do know you don’t personal it and it was bought, however any perception there?
Doug: No, I ought to verify. I haven’t appeared in in all probability a few years.
Spencer: Yeah, I’m simply curious if it’s made a comeback or not. Okay, superb, thanks for letting me ask my tough questions. Let’s transfer on to YouTube as a result of I’ve observed that you just’ve been doing numerous YouTube recently. You’re beginning to acquire numerous traction, elevated subscribers, and also you shared with me privately that that has led to some attention-grabbing issues, so let’s leap into it. Are you able to give us an enormous image concept of what success you’re seeing with YouTube proper now?
Doug: Certain. Typically, there are about 18,000 subscribers on my channel. It’s (I believe) over 1.2 million views, which each of these are self-importance metrics typically. Nevertheless, I can let you know that (I suppose) the profit once more speaking about simply rising Area of interest Web site Venture, getting of us on to the e-mail record, and folks conscious of what I’m doing, it’s been fairly large. I believe I’ve one thing near 900 movies on the market. There’s numerous site visitors simply coming again to my weblog due to all of the YouTube movies.
Spencer: When did you begin publishing on YouTube?
Doug: Individuals can try a few of these actually horrible movies again in 2014. I truly bear in mind watching a few of your movies, Spencer. You’ll do numerous instances dwell streams or webinar-type movies and I used to be like, “Oh, that is nice. I’m studying rather a lot from Spencer.” Half the time I used to be doing just a few tutorial kind movies as nicely. I did just a few again then after which I simply actually was busy with my full-time job. I used to be touring fairly a bit.
It was all the time on my record to do extra movies. I began again in early 2016, I began doing just a few extra movies and I noticed that I used to be truly getting extra site visitors from YouTube again to the weblog and again to the e-mail record, which for me is that’s how I can develop the enterprise. Get extra folks on the e-mail record so I might construct that relationship. Do you’re feeling that manner as nicely Spencer?
Spencer: I agree. These are the actually necessary metrics for me. E mail subscribers are in all probability primary and site visitors to the weblog. I really feel like folks get to know and belief you a bit bit extra as soon as they’re in your electronic mail record, after which you may construct a relationship farther from there. I agree.
Doug: Yeah. I observed a really attention-grabbing metric. You bought to set this up with the analytics to ensure you’re monitoring correctly, however YouTube site visitors was changing to my electronic mail record at 5X some other site visitors. I noticed I ought to spend a bit extra time on YouTube, and I used to be again like I stated in early late 2016.
Spencer: That brings up just a few questions there. Actually late 2016 is whenever you began to essentially dial into YouTube and began to deal with it not less than. Are you able to share roughly how a lot site visitors to your weblog or what number of electronic mail subscribers you’re getting out of your YouTube channel at present?
Doug: I don’t know off the highest of my head, however I can pull it up.
Spencer: […] guess.
Doug: If I needed to guess, in all probability have just a few dozen per day so far as site visitors. I’d say possibly 15 or 20 electronic mail subscribers per day, simply ballpark.
Spencer: That’s superior. Excellent. It offers folks the massive image of, right here’s what you’re doing, you’re publishing on YouTube, you’re getting site visitors, you’re getting them in your electronic mail record, then (after all) you’ve coaching merchandise and different issues that when they’re in your electronic mail record, that you just’re working with them on. How can folks get began on YouTube? How did you get began and what’s modified between 2016 whenever you actually began focusing and now.
Doug: I had a bit little bit of a leg up since at the moment, I used to be running a blog for about two-plus years or so. I knew matters that I might speak about. I knew what folks had been concerned about, principally what folks knew me for, and my strengths simply typically. I leaned on that fairly closely. I believe if somebody was ranging from scratch they usually didn’t know precisely what to do, it is best to have a purpose why you’re doing it.
As I discussed, I knew I used to be getting site visitors and electronic mail subscribers, crucial metrics for operating my enterprise. It’s best to have an concept why. I believe if you happen to are available in and also you’re not very particular, you could have to spend three months, six months simply publishing movies and attempting to determine what you love to do, and what the viewers likes to look at you publish. There positively must be an overlap.
I believe the opposite half is don’t do what I did, which is to publish just a few movies. They had been actually horrible, I used to be frightened of the digital camera, and there’s numerous technical features that you just possibly have to fret about. I used to be getting caught up in all the main points and simply didn’t begin till a few years later. As soon as I did get began, I made a dedication to do dwell streams actually because these would take away among the hurdles that I used to be experiencing. One of many hurdles is modifying. Enhancing movies can take a very long time. It’s a bit tough from a technical standpoint however even more durable to truly develop a mode that folks take pleasure in watching.
I’m simply very sluggish at it, so I used to be attempting to determine the right way to get rid of that. Stay streams are an effective way to do it. I believe I used to be attempting to depend in preparation for this interview. I believe I’ve accomplished over 350 dwell streams. You get a few issues from that: (1) you get rid of the modifying, and (2) individuals are a bit bit extra tolerant of misspeaking and simply errors as a result of it’s dwell and you may have some interplay.
There are another actually cool advantages. You construct group by operating a dwell stream and infrequently, relying on what you’re doing, individuals are going to ask questions. So that you develop expertise round answering questions dwell, working with the trolls which will present up, and determining the right way to simply reply powerful questions. Whenever you had been telling me you’re going to reply powerful questions I used to be like, “I can deal with it. I’ve had trolls come at me.” So, that is superb. Spencer’s not a troll.
Spencer: That’s all proper.
Doug: So, when you get began, you can begin publishing. It feels actually scary at first since you don’t have a lot on the market, and that’s the front-facing video. At this level (like I stated) I’ve so many movies on the market. I’m not likely shy about doing a dwell stream or if somebody doesn’t like a few of my movies, it’s okay. There are lots of a whole lot of others that possibly they are going to like.
So so far as getting began, I’d say get began, ensure you perceive why you’re doing it. For those who’re attempting to develop an electronic mail record, deal with that. For those who’re attempting to simply construct a model, deal with that portion. There are particular issues you could possibly do to assist folks join your electronic mail record or simply subscribe to you on YouTube and hold following your movies.
Spencer: Superior. I believe that’s some nice ideas for folks to get began. How do you select content material? How do you give you concepts? I do know we talked a bit bit about republishing and reusing content material as nicely, however first, how do you give you authentic concepts? Are you doing key phrase analysis, or simply any concept that your group asks, the entire above?
Doug: Yeah, a bit of every. One portion of it’s rather a lot like key phrase and competitors evaluation for any weblog or different content material that you could be be producing. Let’s say, you wish to do an Web advertising channel. Web advertising could be very aggressive, by the way in which, of us so you could wish to choose one thing completely different.
You’ll be able to go to Area of interest Pursuits or a Area of interest Web site Venture, try among the extra well-liked articles on the market. Perhaps you could possibly use a software like Ahrefs or SEMrush to see what content material is definitely rating. These are fairly good phrases to go after and also you often would, within the case of YouTube, it’s a how-to kind idea. The right way to discover a area of interest? The right way to do key phrase analysis, for instance.
You could possibly do that very same key phrase analysis on YouTube, there’s an auto recommend characteristic similar to on the Google search discipline. You could possibly kind in “the right way to do key phrase analysis for” and then you definately’ll have many recommendations that you could possibly doubtlessly create a video on, and you realize individuals are truly looking for that. That’s only a actually easy technique to go for it.
Moreover, you could possibly go to my channel after which see what movies I’ve. You often can see and kind them by how well-liked they’re, after which you may hopefully put your personal spin on it, you wouldn’t wish to simply regurgitate my content material, which I’ve truly seen that many instances the place folks simply copy a video or copy the content material of a video so far as the script or the phrases which can be used, then they only recreate the identical video, actually including no worth. So, don’t do this, however you may simply do competitors analysis and see what’s working for people on the market.
Spencer: Positively. What about republishing and reusing content material? What do you do there particularly and what’s working?
Doug: There are a number of ways in which I’ve accomplished this. I’ve examined and layered this over time. One factor that I noticed is I used to be publishing what I assumed had been fairly darn good movies again after I didn’t have very many subscribers, say 1500 subscribers. The channel’s about 10X what that was, however I had fairly stable movies again then.
The factor is, individuals are not getting notified for that previous content material, it’s simply again within the archive. Realizing that I’ve a whole lot of movies on the market, it’s fairly possible individuals are not going to return, until they’re actually obsessive for some purpose, they usually return deep into my video archive.
I noticed that I might obtain that video. If I didn’t have the unique grasp video, simply obtain it, file a brand new intro for it, and principally rerun. So, that is syndication to your favourite TV reveals. They simply play them once more as a result of they’ll stand alone. Not everyone noticed all of the Seinfeld episodes the primary time round, that’s why it’s syndicated in every single place.
Spencer: To make clear, you’ll find yourself having two printed movies: one which possibly you printed a few years in the past (that’s deep within the archive), and then you definately’d have a model new video that’s actually the identical video?
Doug: Sure. You would need to make a bit little bit of a change as a result of if you happen to add the identical video, YouTube is wise sufficient to see that it’s duplicate, however if you happen to file a brand new intro or an outro and even you could possibly shave off two seconds after which it might be distinctive, you could possibly truly do this.
It’s a bit humorous however like I stated, I might publish a video now that I printed a yr in the past and most definitely it’s solely a really small share of the subscribers or viewers that really noticed it again then. If it’s good content material, viewers don’t thoughts watching the identical factor once more.
Spencer: If I had been to do one thing like that on my weblog, for instance, if I had been to put in writing one other article concentrating on the very same key phrase, I’d be keyword-cannibalizing myself. That may be a extremely unhealthy concept to have two articles on the very same subject with the very same content material. Is there no key phrase cannibalization penalty on Youtube?
Doug: That’s a extremely good query. I’ve by no means checked, however I do know that I don’t get a lot site visitors. I don’t get many views on YouTube from folks looking on YouTube. It simply occurs to be the way in which that I’ve created my channel. I believe you’re proper, Spencer, you could possibly have some points there, however I haven’t gone by the evaluation. On the similar time, numerous the views that I get personally are by new views on new movies which have simply been printed by notifications. Quite a lot of my views are available in that manner, and I do know another channels are doubtlessly a bit extra evergreen in that they’ve numerous search views coming in.
Spencer: All proper. In order that’s not essentially an enormous concern for that. I minimize you off there, however what else about republishing and reusing content material? Past what you simply defined, the rest that you just’re doing there?
Doug: Certain, received just a few extra. One factor that I experimented with simply primarily based on seeing just a few different huge channels doing this, lengthy movies. I do lengthy interviews like what we’re doing now. In truth, Spencer, you’ve an extended interview on my channel and podcast. It’s about an hour lengthy. Individuals dig it; folks like these long-form interviews. I noticed GaryVee publishing eight-hour movies, tremendous lengthy movies. I used to be like, “Who’s watching?” particularly GaryVee. I imply, I like him however he yells typically.
Spencer: Eight hours of what?
Doug: It’s bananas.
Spencer: Of him sleeping?
Doug: He has the movie crew following him round and it’s simply mashups of various possibly keynotes and stuff like that.
Spencer: Occasions he’s doing.
Doug: Precisely. I used to be considering, “Hey, what about success tales?” I’ve a number of success tales, these are the preferred episodes by far. What if I put collectively possibly 4 success tales, file an intro, let everyone know, “Hey, it is a lengthy one,” and publish it, see what occurs? I’ve accomplished this just a few instances. I believe lower than ten however greater than 5. They’re two to 4 hours lengthy and folks watch them.
Not a ton of individuals watch them, however they’ve informed me, “Hey, I really like seeing the development.” If I interview somebody once they’re making $100 a month and $500 and $2000, to simply see that over the development over the course of 18 months in actual life, however you could possibly watch it in a day. So folks will work on their area of interest websites, write content material, or do key phrase analysis with this on within the background simply as a motivation, form of loopy. You get a extremely lengthy view time however not a ton of views.
Now, on the converse, Joe Rogan has a clip channel. He does very lengthy interviews. I do know I truly favor to look at the quick clips as a result of I possibly don’t have 2½ hours to look at him chat with somebody about some obscure subject and simply go on these wild tangents, so he has these clips which can be 3–10 minutes lengthy or so. They’re way more digestible, they’re a bit tighter so far as content material goes, so I’ve been experimenting with that. Once more, good instance, Spencer, I did that with an extended interview with you and lots of people watch these quick clips as a result of it’s very concise.
The cool half for you typically, I can hyperlink to your weblog, the merchandise that we talked about. It’s useful for the viewer as a result of they’re watching one thing that they really can eat. It’s a decent subject, you get one other hyperlink again, possibly some extra site visitors to merchandise or issues that you just’re selling or no matter we’re speaking about, after which I profit as a result of individuals are watching the channel, getting extra view time and all that stuff.
Spencer: I believe that’s an ideal concept, with the ability to repurpose content material. You place all of the work into the lengthy interview, why not break up it up into particular matters which can be (such as you stated) simply digestible for listeners. So, very cool. Now, what’s concerned in producing on YouTube? Is it simply you or do you’ve extra of a workforce at this level to assist edit, produce, get the video out the door?
Doug: I’ve two assistants, one’s a video editor. I employed her from Upwork and she or he’s out of the Ukraine. She works for about $9 an hour, which I’ve truly given her just a few raises over time. She does a extremely good job.
I used the identical technique that I exploit for hiring writers. I wish to rent just a few folks for a trial job simply to see how we work and I can truly examine the top outcomes. I get to expertise how they interpret my directions and take suggestions and all that kind of factor. Initially, I employed possibly 4 folks, gave them an project and gave all of them the identical directions, after which I received a video from every of them. I used to be very, very happy to see most of them did a fairly good job, a few of them had been horrible.
She’s been working with me for a few years now. She’s only a higher video editor. She’s utilizing higher software program, I believe she’s in movie college, she understands what I’m attempting to do, and takes these directions very well.
Then, I’ve an government assistant. She helps me with just a few different issues. She’s truly US-based, however she helps me with all areas of my enterprise from outreach for visitor posting to simply publishing stuff on WordPress, serving to me proofread issues, however she additionally does the admin for YouTube, which she had no expertise in earlier than, however she’s capable of assist me schedule issues, create thumbnails, which she makes use of Canva for, that’s what I used to make use of as nicely. She might put hyperlinks in, affiliate hyperlinks, and usually set issues up on the YouTube dashboard, YouTube Studio they name it now.
So far as recording, I do that each one myself. Truly, I’m a bit little bit of a gear fanatic. I really like digital camera gear and video gear and the lighting and all the main points and the lenses. I’ve far more than I would like. A few of these early movies had been simply with my old-school DSLR, nicely it’s old-school. It might do HD video so it wasn’t that previous, however it was a Canon T2i, however it didn’t have superb autofocus. It didn’t have an exterior microphone or something like that. I began simply recording with that digital camera that may do it.
These days, I’d in all probability simply inform folks to make use of your smartphone, it doesn’t matter what you’ve it’s in all probability actually good, lighting is often fairly good. I do all of the manufacturing myself. Actually, if you happen to simply sit in entrance of a window or stand in entrance of a window, it’s often fairly good lighting. That’s what you need, that’s fairly pure.
So far as workflow, I’ll add the movies to Google Drive, however you could possibly use any cloud sharing scenario, my video editor will get it, after which I believe I exploit a Zapier to maneuver the video over to YouTube as soon as she uploads the completed product. I’m not an excessive amount of of a stickler on re-editing it. Normally, her first minimize is fairly good, until there’s some bizarre mistake. Very, very small workforce. From my company days, I had an enormous workforce, I had managers working for me and I don’t wish to be on the prime of a community chart. I prefer to have a fairly flat lean workforce and no managers in place, simply me working with the oldsters that have to do the precise duties.
Spencer: Cool. It sounds (such as you stated) a small workforce that will get the job accomplished. You’re doing principally recording after which at that time your workforce actually helps maintain numerous the opposite work that’s concerned. One different query that I’ve is, you talked about you’re not getting numerous new subscribers or views from search site visitors, like Youtube search site visitors, you’re getting it in different methods. The place are your subscribers coming from?
Doug: Truly, that’s an excellent query. Quite a lot of them are by advised movies. Quite a lot of the views are coming that manner, numerous subscribers are coming in that manner. I additionally suppose I get some search site visitors however not an enormous quantity. Quite a lot of the brand new of us coming in, they’ll watch one or two movies, they don’t subscribe however then possibly they’re advised, YouTube suggests a few movies which can be mine, after which they could subscribe after that. Like every advertising, it might take a number of exposures to an concept or an individual or the channel earlier than they really make any dedication. I’ve a sense it’s one thing like that.
One of many different areas is collaborations, which we might go extra in-depth, however I’ll pause right here as a substitute. I’ll allow you to lead the dialog versus pushing us that manner.
Spencer: No, I believe that’s in all probability a great way to go. I believe that is smart what you’re saying about advised movies. I used to be simply curious there, however my hunch is that maybe collaborations are additionally an excellent supply of recent subscribers. Why don’t you inform us what you’re doing there and what’s working?
Doug: Collaborations, for those that don’t know, it’s like visitor posting for YouTube, which I do know numerous your viewers, Spencer, very acquainted with visitor posting. Basically, you and not less than one different YouTube creator work collectively both on one video or possibly you interview one another. For instance, you could find yourself doing a two-part video the place one a part of the video is in your channel and the opposite half is on their channel. You find yourself, not simply encouraging folks to take a look at each channels however to essentially push them in that path.
If I simply interview somebody and put the interview on my channel, technically that’s a collaboration, however it’s not essentially as efficient, particularly for one occasion or the opposite relying on who’s a bigger draw.
So the massive factor with collaborations is you wish to get that referral site visitors. For visitor posting, from an search engine optimization standpoint, numerous instances you aren’t essentially nervous in regards to the referral site visitors and getting site visitors from that precise visitor put up. It’s extra about getting that backlink from a really authoritative web site.
I’d argue that if you happen to do get the referral site visitors on an precise weblog visitor put up, that’s among the finest site visitors you may get. Individuals are often stickier, they usually spend numerous time in your web site. Quite a lot of instances, not less than I’ve seen, they are going to join your electronic mail record, which is my conversion level like we talked about earlier than.
Identical to with visitor posting, you wish to use good networking methods. Don’t ship unhealthy pitches. At this level, even with my pretty modest channel, I get in all probability three or 4 emails a day they usually’re horrible. Typically, I get pitches to work with a model that’s not an excellent match.
For instance, I’m a bald man, folks might not know that if you happen to’re listening to it. I’m a bald man. In the event that they’re sending me make-up stuff or another magnificence merchandise, not an excellent match for my viewers, not an excellent match for me; I couldn’t even use it. Perhaps if they’ve some anti-shine factor, that’s an excellent one, that’s an excellent one for me; I’d use that. You bought to search for that viewers overlap. It’s very, crucial. It’s essential to have that widespread floor.
I’ve landed some superb collaborations with enormous channels, however it didn’t convert nicely. I don’t suppose many individuals actually cared as a result of it was like a digital nomad traveler and it wasn’t nearly as good of a connection as I assumed. These audiences simply didn’t actually care what I used to be doing. They had been extra in regards to the journey and simply not having a company job versus attempting to generate profits on their very own. I assumed it was fairly shut.
There’s numerous overlap of digital nomads and Web advertising and affiliate marketing online, however that individual viewers wasn’t good. It doesn’t imply don’t do it as a result of you may make different connections, they usually have a full community of parents over there, however you received to make certain there’s an excellent match so you could possibly truly pull a few of that viewers over to you, and naturally, hopefully, a few of your viewers will migrate over to the opposite creator.
Spencer: For probably the most half, the collaborations you’re doing are interviews. You’re happening to their channel, after which they could come on to your channel for an interview?
Doug: Quite a lot of the instances that’s positively the only technique to get it arrange. That is a complicated approach that I don’t suppose I’ve seen different folks do that, however absolutely, I didn’t give you it alone. As soon as, I did an interview with somebody. We had an excellent rapport; we loved chatting with one another.
I had an concept to create a playlist with one other creator. Principally, we taught a key phrase golden ratio masterclass, to be meta and return to the sooner questions. I knew folks had been concerned about extra particulars in regards to the KGR. That they had questions on exception circumstances and all these little particulars, and I knew as a result of they had been leaving feedback on a bunch of various movies.
Principally, I went to this different creator who has a channel; it’s Alex Cooper over at WP Eagle. If individuals are , you could possibly discover KGR masterclass on the market. Principally, I used to be like, “Alex, I do know your channel is way larger than mine, however I’ve this concept. Listed below are my video concepts, I do know they’re good concepts. I believe if we work collectively on this it may very well be fairly cool if you happen to’re up for the experiment.”
We printed ten movies; 5 on my channel, 5 on his. I checked among the knowledge, it seems to be like my playlist has nearly 25,000 views and his has about 10,000 views. It’s paid off, it put him as an authority on the KGR, although he wasn’t a really well-known particular person for key phrase analysis or something in that space, however he was speaking about Amazon affiliate websites. We had an excellent match of expertise and an excellent match of viewers, I believe for each of us it actually helped out.
Spencer: I believe that’s very cool; it’s a good suggestion doing a playlist. I believe simply general, it is smart. It’s getting your title on the market, it’s working with different folks which can be well-known within the house. If you wish to have subscribers, there’s already folks subscribing to different folks, different Youtubers. For those who’re capable of join with them, collaborate and work with them in a roundabout way, it’s good advertising and it is smart. You’ve given some good examples there of how to do this. I definitely am not an professional on YouTube in any respect, however it logically makes numerous sense why this could work.
Doug: If I might do a name again to the rip, pivot, and jam, that is like doing a mini roundup put up. Perhaps a 2.zero of this for any adventurous particular person, you could possibly speak to some different creators, say, 4 creators, put collectively the identical factor, a playlist, you all work collectively, ensure you have a standard good overlap of the viewers, and simply publish it, see the way it goes. The primary time you do it, it might not work out completely, however I believe it’s one thing that not numerous different individuals are doing proper now. Basically, it’s a roundup put up, which has been accomplished to dying on the Web advertising house so far as blogs. Bear in mind these, Spencer, you’ll get an electronic mail each two days to do a roundup put up for somebody?
Spencer: Completely. Yup.
Doug: They labored nice till it was abused. I don’t actually do them anymore as a result of I wasn’t getting a lot site visitors and it was simply too a lot of them, however you’re taking an concept, roundup put up. It labored at one level, it’s an excellent advertising approach. You get to community with folks in your space and your trade. You’re taking this concept, you set it to a distinct market, which is YouTube, and also you’re doing a roundup put up however it’s a video.
Spencer: I believe that’s an ideal concept as nicely. Doug, thanks for approaching and sharing numerous your YouTube ideas. Earlier than we go, I wish to provide you with an opportunity, any ultimate recommendation for anyone that’s simply getting began, or any ultimate methods that you just’d prefer to share which have labored very well for you?
Doug: Sure. Whether or not you’re considering, “Hey, I wish to begin a weblog,” or “I wish to do a podcast or YouTube,” simply begin it. I want I’d have accomplished YouTube much more in 2014 and 2015. I’d have had far more expertise by the point that I used to be able to do much more movies. I used to be simply scared. I imply, at that time I had already been running a blog for a short time. I knew folks had been concerned about what I needed to say, however I used to be nonetheless scared. I suppose the spoiler alert, that doesn’t go away.
Whenever you launch a podcast or whenever you do one thing completely different, even if you happen to’re established, it’s going to nonetheless be scary, however I encourage folks to simply get began, push previous that (I suppose) embarrassment as a result of I used to be embarrassed to even publish something. Individuals are like, “Hey, what are you engaged on?” and I wouldn’t actually wish to inform them, “Hey, I’m doing these YouTube movies,” as a result of I knew they had been unhealthy. However when you get began you can begin enhancing and work on it, come at it from an angle the place you do wish to enhance on it.
So once more, whether or not you’re writing or video or podcast. I believe for YouTube or any video, possibly you wish to publish a video on LinkedIn, simply get began. The earlier you begin the earlier you may get higher. It’s an ideal format. Clearly, video is changing into an increasing number of prevalent, it’s simpler to supply. The gadgets, like our smartphones, make it very simple to simply publish shortly. I encourage folks to get began on that stuff.
Spencer: if folks wish to study a bit bit extra from you, particularly about YouTube, is there anyplace that they’ll go to do this?
Doug: Sure. I put collectively a cheat sheet/useful resource space. I’ve a Trello board that I exploit for content material administration, brainstorming, standing reporting, and all that stuff for my Youtube publishing schedule. I even have a spreadsheet that I used, it’s only a Google Sheet earlier than I moved over to Trello. So, I’ve these over at nichesiteproject.com/npyoutube. So, we’ll put the hyperlink on the market and the whole lot.
I additionally printed 60 movies a few years in the past in 30 days as an experiment. I documented that case research and that’s additionally situated there. If you wish to go deep and have a look at how I constructed the workforce, pulled the system collectively, actually stress examined it, and careworn myself out by the way in which by publishing two movies per day for a month, you may get all that stuff there. I do know individuals are listening to this podcast. I’ve a podcast, it’s known as the Doug/Present. Spencer was a visitor, Jon Dykstra, Ron Stefanski, numerous associates of the present, I encourage folks to test it out.
Spencer: Yup, completely. To repeat that URL, I believe it was nichesiteproject.com/npyoutube. Is that proper?
Doug: Yup, that’s it.
Spencer: Individuals can verify that out. Then, after all, your web site over at nichesiteproject.com and the opposite assets that you just talked about. Doug, thanks for approaching the podcast. It’s been a pleasure.
Doug: Thanks a lot for having me.