YOU are the funnel!
In the ever-evolving landscape of content creation and marketing, the High Rise Podcast stands as a beacon, offering insightful discussions and expert opinions. Hosted by Erin and Derek, this podcast delves into the intricacies of the cannabis community and marketing strategies, making it a go-to source for enthusiasts and professionals alike. In a recent episode, Erin and Derek explored various facets of content creation, influencer marketing, and the ever-changing algorithms of social media platforms. This blog post aims to encapsulate the essence of their conversation, providing a detailed overview of their insights and experiences.
Introduction: The Essence of Content Creation
Erin and Derek kick off the episode by emphasizing the simplicity of content creation. According to them, it's not rocket science. Content creators act as funnels, channeling cool information or entertainment to their audience. They highlight the importance of understanding one's role in the content ecosystem and the need to stay updated with the latest trends and algorithms.
Welcoming the Audience
The hosts welcome their listeners to another episode of the High Rise Podcast, which focuses on cannabis community news and marketing strategies. They humorously mention the "forbidden word," hinting at the careful navigation required when discussing certain topics on platforms like YouTube to avoid demonetization or other restrictions.
Reflecting on Past Guests
Erin and Derek reflect on their previous guest, Eric, who shared his vast experience in the current climate of content creation. With over a decade in the industry, the hosts acknowledge the challenges posed by constantly changing algorithms on platforms like YouTube and Instagram. Derek, being a photographer, mentions the difficulty of juggling multiple roles unless one is a dedicated social media expert.
The Role of Content Creators
The conversation shifts to the pivotal role of content creators in navigating social media algorithms. Erin and Derek discuss how the term "influencer" has become almost taboo in 2024, preferring to refer to them as content creators. They mention several prominent creators like Yola, Adam, Goblin, and Mac, who excel at working with these platforms daily, bringing significant value to their audiences.
The Overwhelming Nature of Multiple Platforms
Erin and Derek express the overwhelming nature of managing multiple platforms such as Discord, Twitch, and Kick. They emphasize the importance of focusing on a few key platforms where one's content translates best, rather than spreading efforts too thin. This approach allows for more effective content creation and audience engagement.
Strategic Partnerships and Cross-Promotion
One of the key themes discussed is the importance of strategic partnerships in expanding one's audience. Erin cites a Bitcoin scam documentary as an example, where strategic influencer partnerships led to exponential growth in their user base. This discussion underscores the financial benefits and audience expansion potential of influencer collaborations.
Music Industry Parallels
Drawing parallels to the music industry, Erin and Derek highlight how artists collaborate to reach new audiences. They cite Drake's strategic collaborations with emerging artists to stay relevant in different cultures and communities. This practice of cross-promotion is similarly valuable in the podcasting world, where podcasters often appear on each other's shows to grow their audiences.
Engaging with Followers
Erin and Derek stress the importance of engaging with followers, noting that deeper engagement, such as in-person interactions, can create lifelong fans. They discuss the success of content creators who film real-life interactions, providing examples like Body by Mark and Channel 5, who engage with eccentric characters in public settings.
Influencer Marketing Strategy
The hosts delve into the intricacies of influencer marketing, discussing how to be a funnel for information and entertainment. They cite Joe Rogan as a prime example of someone who effectively channels expert knowledge to a broad audience. Erin and Derek highlight the value of being the conduit through which valuable content reaches viewers.
Brand and Marketing Inspirations
Erin and Derek list their top influences in building their brand, including Gary Vee, Dave Portnoy (Barstool), and Ripndip. They appreciate these figures for their innovative marketing strategies and grassroots approaches. They also mention No Jumper as another significant influence, particularly in the realm of streetwear and fashion.
Cannabis and Grassroots Marketing
Shifting the focus to the cannabis industry, Erin and Derek praise brands that prioritize direct engagement with consumers over flexing within the industry. They argue that successful grassroots brands focus on making their consumers and followers happy, rather than spending exorbitant amounts on marketing to impress peers.
Full Send and Nelk Boys: A Case Study
Erin and Derek discuss the success of Full Send and the Nelk Boys, noting how they have mastered the art of engaging with their audience. They share anecdotes about the Nelk Boys' early years, where they would sleep at fans' houses and go on tours despite being broke. This level of engagement has created a loyal fan base that is deeply invested in their brand.
The Next Level of Engagement
The hosts highlight the next level of social media engagement, which involves filming interactions with real people in real life. They mention the success of Body by Mark, who gained millions of followers by switching his content to street interviews. This voyeuristic approach resonates with audiences who enjoy watching authentic interactions.
The Polarizing Nature of Content
Erin and Derek discuss the polarizing nature of certain content, noting that people are drawn to content that evokes strong emotions, whether positive or negative. They explain that this is why divisive content often garners high engagement, as people can't look away from it. They emphasize the importance of understanding the emotional triggers of their audience when creating content.
Jake Paul and the Art of Trolling
The conversation shifts to Jake Paul and his mastery of trolling. Erin and Derek explain how Paul strategically invokes reactions to drive views and engagement. They highlight the intelligence behind his seemingly idiotic antics, noting that it's all an act designed to elicit strong reactions from his audience.
The Cancelation of High-Profile Fights
Erin and Derek discuss the recent cancellation of a high-profile fight between Jake Paul and Mike Tyson. They speculate about the reasons behind the postponement and the potential for a replacement fight. The hosts express their belief that much of the hype around such events is orchestrated, with both parties involved being aware of the marketing potential.
Competitive Spirit in Sports and Business
Drawing parallels between sports and business, Erin and Derek discuss the competitive spirit that drives success in both arenas. They mention watching shows like "Succession" and the Uber documentary, which depict the ruthless competition in the business world. This competitive drive, they argue, is similar to the mindset of top athletes like Michael Jordan and Tom Brady.
The 24/7 Nature of Business
Erin and Derek discuss the relentless nature of business, likening it to a sport with no breaks. They highlight the continuous competition in the business world, where entrepreneurs must constantly innovate and adapt to stay ahead. They mention how disruptors like Travis Kalanick of Uber face immense challenges from established entities trying to crush them.
The Virgin Airlines Story
Erin shares the story of Virgin Airlines and its founder, Richard Branson, highlighting the fierce competition they faced from established airlines. She recounts how competitors hacked into Virgin's email list and sent out coupons to steal customers, and how they planted fake press to tarnish Virgin's reputation. Despite these challenges, Virgin Airlines thrived, demonstrating the resilience and innovation required to succeed.
The Importance of Problem Solving
Erin and Derek emphasize the importance of problem-solving in both business and content creation. They discuss how successful entrepreneurs and content creators constantly find solutions to challenges, whether it's navigating changing algorithms or dealing with competitive pressures.
Upcoming Events and Collaborations
As the episode winds down, Erin and Derek discuss their upcoming events, including the Trans Bay Challenge. They express excitement about the different vibes and brands they will encounter, particularly those in the NorCal cannabis community. They share their plans for RV camping and the unique experiences they anticipate.
Conclusion: The Ever-Evolving Landscape
In conclusion, Erin and Derek reiterate the dynamic nature of content creation and marketing. They stress the importance of staying adaptable and continuously engaging with one's audience. The episode ends on a high note, with the hosts looking forward to future episodes and collaborations, inviting their audience to stay tuned for more insights and discussions.
Final Thoughts
The High Rise Podcast, with Erin and Derek at the helm, offers a rich tapestry of insights into the world of content creation, marketing, and the cannabis community. Their discussions provide valuable lessons for aspiring content creators and entrepreneurs, highlighting the importance of strategic partnerships, audience engagement, and adaptability in a rapidly changing landscape. As they continue to explore new topics and invite interesting guests, the podcast remains a valuable resource for anyone looking to navigate the complex world of digital media and marketing.
