CONTENT CREATION FOR DIGITAL MARKETING: ADVICE FOR CONTENT CREATORS


I think that just like any other business, they’re trying to sell something. Any business, no matter what it is, will not be able to sell anything unless they capture attention, right? That’s what we need, attention.

Jake: I like to help up-and-coming artists you know? Establish artists? They’re great, they’re established, they’re doing their thing… but I’m trying to help guys who maybe or have barely defined their brand, haven’t defined their brand at all, have some social media presence, don’t have any social media presence… What would you, if you were to give them a seminar, if you were to take them on as a client, what would you start with them? What advice would you give you know, that guy?

Manuel: I think that just like any other business they’re trying to sell something. Any business no matter what, it will not be able to sell anything unless they capture attention, right? That’s what we need, attention. If you don’t have attention, Apple doesn’t have a line of people buying their products. If you don’t have attention Calvin Klein doesn’t sell anything, right? This, in the end, is about attention.

Jake: So, the first thing the artists need to do, no matter what, artists, they could be a screenwriter… you know? Somebody who’s behind the scene… They still need to capture attention right?

Manuel: Let me tell you, what is the easiest way to explain it, okay? If an artist walks around the world and this goes to a commercial center… the shopping center, okay? Goes to a park, goes to a party… anywhere. They go and they just literally observed what people are doing they will see something that is quite obvious. Everybody’s doing the same thing. Everybody’s consuming content. They’re not creating it and when I say, everybody… 

Jake: …We go to any restaurant… you go to any restaurant and then most the time you see people not even talking to each other. You see if they’re consuming on their phone, right?

Manuel: So social media has presented us with a golden opportunity for us to put ourselves, as one of these people. Now let me tell you what is important here, it’s important to understand that then if you go around… I challenge any artist or any person to go out there and basically just do a count. Look at for every 100 people how many are creating content, okay?

I will tell you that it doesn’t go past one or two. You’re talking about putting yourself into 1%. Now, why does content matter? Why is it so important to get seen by people? Because most people are consuming and a very small percentage are creating. So as an artist the one thing that you have to get over is the shyness of a camera. The shyness of showing the world who you are or the idea…

Jake: At the end of the day that’s what they wanted to do anyways, right? It’s like, just start doing it on social media.

Manuel: Right. If you’re painting, make sure you turn on that camera and you’re a Facebook Live painting, talking to the world. Now also, understand the process. Because if you start and you’re doing a Facebook Live and you don’t have anybody watching… and nobody really cares about it… you’ve got to understand that process doesn’t happen overnight. It evolves over time. Now it gets better, it snowballs, it doesn’t go from 1 to 100. It goes from 1 to 2 to 1 to 3 to  1 to 2 to 4 to 1… like that.

Jake: Yes.

Manuel: That’s the reality of social media. If you’re good at it in the long run you’re going to expand. I mean right now I have been going heavy in the social media world for the last two years…

Jake: Oh yeah…

Manuel: Maybe a year and a half… a lot. If you look me up on social media you will see that I have a lot of content being put out there…

Jake: …every day

Manuel: I’m a freaking baby. If you compare way with the “Gary Vaynerchuk’s” … if I were actually trying to compare myself with other marketers I would get so frustrated. Then I would just quit.

Jake: Yeah…

Manuel: Grant Cardone does a video and he gets 100,000 views in a matter of a day. Now I have helped him with some of that stuff because I got… for example I convinced him to get on Instagram TV he wasn’t doing that. He did it he started blowing up.

Jake: Yeah…

Manuel: Now I do a video on Instagram TV and I get a thousand views within a couple of days right? If I’m doing okay. Now he gets on it and he does a hundred thousand, you know? But if you go back in you reverse engineer and you understand what he’s been through compared to what I’ve been through… 

Jake: He started at zero like everyone else… he started at zero followers.

Manuel: He started at zero followers. And for years he went through the same thing. He’s not doing today when he was doing 10 years ago.

Jake: Or even five years ago.

Manuel: Exactly.