373. I Lost 5,000+ Downloads in a Month - Why Repurposing Content Hurt My Business (What I’d Do Instead)

Speaker A: Welcome to the Moms Do Business Different Podcast, where we simplify business, honor our capacity, and build peaceful and profitable companies that support our lifestyle. I'm Kay Hillman, a service provider and coach with two young boys. And in each episode, we'll talk sales strategy and stewardship for Christian moms who want financial safety and to always have options so you can steward your life and family. Well, these episodes are recorded right from my bed next to sleeping kids. But the conversations here are raw, uh, honest pressure, practical, and rooted in faith so you can build a business that actually fits your life. Here, we say the quiet part out loud. Welcome to the vibe. Hey, boo. Hey. Happy whatever day you're listening to this on, girl, do I have something to tell you. I tanked my podcast. I'm just gonna lead. Like, I'm just gonna leave with the truth. I tanked my podcast. Um, I decided to try my hand at YouTube. And my idea was, because I've shared with you over the years, that Moms do is designed to be a media and advisory company. My thought was, okay, now's the time. Like, let's go ahead and really give more effort and energy to YouTube. And I decided to turn the podcast into an extension of the YouTube show. And in four episodes, I tanked my downloads here on the podcast to levels that I have not seen since 2019. It was. It was terrible. And I'm gonna tell you. So like I said, the vision behind this was literally because I have been wanting to. And I'm kind of whispering, kind of not. I'm, um, using my mic, but I'm also in the bed with the kids, so who knows how this is gonna go? But I. My idea with Mom's new business different has been to build this into a media company that is. That also has advisory services. But technically, the advisory services, like the coaching, the consulting that I do, that is kind of the main thing. The media is just how I drive people to that. And then, of course, I do want to make revenue off of the media that we create. So however we do the show, however we do the podcast, YouTube one day, maybe, uh, you know, all these platforms that I use, I also want to leverage those in order to get, like, partnerships or to be paid from the platforms that we have our content on. And so the idea behind the media company, it's so multifaceted that I'll probably have to do another episode just talking about that piece in potato particular. But in my mind, I thought that, okay, now's the time to try YouTube, because I already do the podcast. And it's pretty much the same thing. Like I'm just talking, right? That's what I thought. I also had this logic of if I do YouTube, I will be able to repurpose. And that honestly was the bigger reason why I tried this experiment of doing YouTube. I really wanted to be able to repurpose content. I wanted to be able to have video content of the things that I say here on the podcast. And in theory that sounds good, right? You know, work smarter, not harder kind of thing. That's what I was thinking. Uh, my thought process was if I do the video, if I center or prioritize YouTube, I am essentially able to leverage the SEO of YouTube. I'm able to pull the audio and use that here on the podcast. And also I'm able to use the video content on social media. So in my mind I'm like, oh girl, this has been an eat. Like, this is so smart. Look at you. You have like figured it out. And I, what I thought would happen is that essentially I would be able to record once and distribute it everywhere. And I've actually done a few podcast episodes in the past about repurposing my repurposing strategy. And I've never included video because I never did video. I was always a podcast girl. Like, like, uh, everything I did was from the podcast. And so there have been times and seasons where I've taken my podcast content and I have recorded its own video. And what I mean by that is like, you know, a 32nd or 60 second reel on Instagram. And I'm just kind of talking through something on the podcast. But in my mind I want it like, you know those clips that people have and they're like, you know, sitting in their little podcast setup and it's just the, the segment or the piece from their episode. That's what I was thinking. Like, I wanted to be able to just record once and distribute this piece of content everywhere. I also wanted to grow YouTube and the podcast simultaneously because my podcast in the last couple of years has been grow thanks to and shout out to my girl, Andrea Singletary, because she got me right with the podcast. And so since the podcast has been growing back to what it was when I first started it. So if you're not an og, you don't know how things were when we were she's a creative, but when we were, she's a creator, baby girl, the podcast was popping okay. And then I had me some babies and I have to admit, mama was going through it okay. Mama was Going through it. And so because of that, I let the podcast kind of fall to the wayside and all these things. And so when I finally linked up and worked with Andrea, she was the person that helped me really just like, give the podcast a full, you know, what is it? 180, I guess, or, I don't know, whatever it is when you turn around. So she was able to do that with me and we were able to, you know, work on SEO and just all these different things to really help grow the podcast, but not grow the podcast in a sense of like, oh, I have more downloads. I really wanted to make sure that I was leveraging the podcast as my top of funnel, which I always talk about, that I always talk about the fact that my podcast is the top of my funnel and I want people to find me through my podcast. But what I was thinking would happen with this YouTube endeavor is that I could grow YouTube and the podcast simultaneously. And now I would have two basically, funnels that were. Or, sorry, not even two funnels. I would just have two things at the top of my funnel. So I was. I was hoping. My thought was I could reach more people by leveraging both YouTube and the podcast. So that was the thought. And if I could grow them together, that'd be perfect. And without having to create separate content. Right. I didn't want to have to create content just for YouTube and then turn around and just create audio only podcast content. And like I said, the whole goal was I wanted to basically increase my reach without having to do more work. That was the whole. That was the thought process. Okay, the thought process was we were gonna do less work, but be able to use it to do so many more things that would ultimately increase my. Increase my reach. But what actually happened? Girl, okay, um, I'm so ashamed. But I've already shared this with Andrea, so I feel a little bit better about sharing this publicly. But what actually happen is that my monthly downloads. So I did this in like, February, going into March. So it was like the first week of March and then three weeks in February. That was four episodes. And my monthly downloads from January was 5800. So 5800. My downloads at the end of February were 750. Like, that's more than half. To go from 5800 to 750, that's more than a 5000 drop. Like a 5000 download drop. The typical range for the show. And I would just say, like the last, um, probably. Well, just looking at my data from the last year, my lowest month was 2,600ish downloads. And then my highest month last year was 9,000 downloads for the month. This is the first time that I dropped below 1000 downloads in years. Like, probably I don't even remember. I have to go through, like, my, um. When we first started, we were on SoundCloud and I have to go look at my SoundCloud data. But I don't even think the first month of the podcast was less than a thousand. So imagine my shock and surprise when I see these numbers. Like when I see less than a thousand downloads. That just seemed crazy. Also, there was one episode in particular, and I believe it was the very last. So probably the like two episodes ago, that episode had 30 downloads in 24 hours, which is not normal. That is very unheard of for the show. The show, on average on the low end, I would say, gets like 75 downloads in the first 24 hours. But by the end of the first week, we are inching our way pretty close to like 750 to 1000. Like one episode could do 750. So to think that all four episodes for the month did a collective 750 was just like, your girl was stressed. Okay? Your girl was stressed. And I was just like, mhm. What's going on? And the interesting thing is that the data is what told me what the problem was. Like, the data is what cued me that there was something going on because my community did not complain. Like, y' all did not message me or DM me or anything. Like, there was just nothing. There was just silence. And I truly believe my community just simply disengaged. And there are reasons that I'm gonna share shortly, but I feel like this is one of those cases where my community didn't tell me that something was off. They just stopped listening. And as someone who, you know, I prioritize community, I am, um, I'm so big about my community and the space that I'm building and the connections that I make here. And so, you know, something kind of like, I kind of had a sinking feeling around, like, the second week that I was doing the podcast, uh, YouTube hybrid, when nobody DM M me, because usually people will DM me or like, reply to an email or even my clients will send me a message in boxer. And I got none of that. So I kind of was queued in at that point of like, m, okay, maybe, maybe the girlies is not liking this content. But I really didn't put two and two together until after I really looked at my numbers for February and So, um, besides this, um, one thing that I want to say, and I guess like since we're talking about the data, one that I want to say is that this is the reason why I am big on the simple data backed strategies when it comes to getting clients. Like, I know that you have heard me talk about this for years about like, know your numbers, track your data, look at your data. If you're my client, you know, I'm always saying, okay, what are the numbers? Look, let's look at the data. Like I'm always looking at those things because the data does not lie. Like it will tell you that there's a problem. And that's what my data did. It told me that there was a problem. And I find that even for myself, like normally I would tell a client like, hey, you should try something for at least 90 days. But in this case the drop is too big to justify trying it for 90 days. And I'm going to talk a little bit later about why I decided not to commit to a 90 day run of this test project. But normally I would say, and normally for myself, I test out a strategy for at least 90 days, if not six months. I really try to stretch myself to try things out for at least six months to give it a chance to work. I. But in this case we have to be mindful that the podcast was already a proven strategy that was working. So something like something is not adding up. If all of a sudden now there's a huge drop below what I have ever seen on the show. So even when I wasn't posting consistently on the show, like even when I took a year long break, we still would at least cross 1000 downloads. Now it wouldn't be much more. Like it really wouldn't. It wouldn't be much more than a thousand, but it was still something. So to think that I was still producing content, but it wasn't even reaching 1000. Uh, that, that ain't something to play with, honey. And as someone who I know my podcast is my top of funnel. Letting this and like playing with this in this way for so long, it would only hurt my business in the long run. And so again, this is why I'm really big on your data, tracking your numbers, knowing things because it allows you to make quick decisions, quick pivots, but not based off of your feelings. Because if I made this decision to stop doing YouTube based off of my feelings, that really wouldn't give me much information on how I can improve or what I, what I should be doing in the future. And so I wanted to just encourage you in that your data is the thing that will really save your business and it will save your mental health, sanity when you're making decisions. Because I actually feel very not pressed and not tied to this decision around, like, all right, we're not going to do YouTube right now because of the data. And because I'm looking at the data and I'm like, okay, this makes the most sense. So there were a couple other things that happened. But before we get into that, I just want to say data, you know, that's my jam. And one thing that I know is that a lot of people we are trying to, especially as moms, like, we're trying to be efficient, we're trying to build these, like, smart and sustainable businesses. But a lot of times it's not always aligned with what our community needs. And I'm going to talk about this in a second, because as you can see, my community, y' all did not complain. Okay? You just disengaged. Right? Like, people in my community disengaged. They didn't continue to consume the content because it wasn't relevant or because the format didn't speak to them. And I'm going to talk more about that in a second. But all this I was able to see and learn through the data. And this is exactly why I created my your next 10 clients framework. Because this is the exact framework that I use in my own business, but it's also the system that I use to help moms like my clients on just people in general that come to me for support. I help them basically implement this system into their business without adding more to their plate. So if you're listening to this and you're thinking like, okay, I don't want to waste time testing the wrong things. First off, you can always scroll through my archive and see what all I have tested, the things I've tried and whatever to get at least my perspective on trying and doing different things. But also, I want you to grab this guide. It's a free guide, so you can just grab it in the show notes, but it will show you what to actually focus on in order to sign your next 10 clients. And whether you've had clients before and you're just going through a little sales slump or you've never signed a client, this guide is going to be perfect for you. And also it's going to really help you kind of see where you should be focusing on in terms of knowing and looking at your data. So we talked about why I Tried this experiment or it wasn't even an experiment. I was actually making a full blown pivot. I was going to actually have a YouTube and podcast. Um, I don't even know what you want to call it, but like, basically I was going to do both of those together. So I was going to create YouTube content, strip the audio, and then post it to the podcast, which that's what I did. If you look, if you listen back to episodes, I want to say like 368 to 370 those episodes or no, it should be a little bit more. So probably 367 to 3. Um, 367 to 370. Those episodes were, sorry, YouTube videos that I then took the audio from those and put them on the podcast. So I did that thinking I'm working smarter, not harder. Whoop doo doo. Right? What I thought was happening is that, okay, the content is going to be able to be repurposed and in that case my reach is going to increase because I'm using two SEO driven platforms. So that was my thought process. But the data showed that that did not happen. Okay? We dropped by over 5,000 downloads in one month. And that's crazy. So the thing I want to share, like five things. Like, as I was thinking about it and as I was actually talking to Andrea about just what could have happened or what I felt like was happening, there were five things that I really picked up on day Number one is that there was an energy mismatch. So what I mean by this is that girl, you know me, okay? The podcast is a very specific intimacy and energy. Okay? The way I show up here, y' all know, like, y' all know at any given time, y' all about to hear King snoring. You know that I record these in my bed. Sometimes I record them on my phone. I record them just all the weirdest areas. It sounds like you picked the phone and you got on, um, like a call with me or it sounds like you're, you know, coming over for coffee. Well, I don't drink coffee, so that's a lot. But maybe you're coming over to like, I don't know, garden with me. Like, it just sounds like a real life conversation. It's very raw, very casual. Again, kids phone. Like there's all the things that are happening, but on YouTube. YouTube required me to have a clean setup to be more. Be more Presenter K. And what I mean by Presenter K is the type of personality that I have when I say speak on stage. Because when I speak on stage. It's not that I become a different person, cuz that's not it. Cuz baby, people got plenty of clips of me twerking on stage. So it's not about me being like a completely different person, but there is a different presence that I have in person. Because it's different when you're having to translate yourself live in front of, you know, 100, 200, 300 people. I think the largest group I've spoken in front of is like 400 people. So it's like you, you show up different and I make sure that I, you know, enunciate and that I am, you know, almost more methodical or more, I don't want to say practice, I don't practice my speeches, but I, I stick to my notes a lot. Like here, baby, what I say is what I say. And we know that. So the vibe is different. YouTube required more structure, more, uh, you know, just a clean setup, all the things. And so the result of that I found is that I broke the vibe. I broke the vibe. So the podcast did not translate because we're going from, oh yeah, we kiki with K and ah, she's you know, dang near whispering into her phone to, uh, just a presenter version version of K, which is not bad, right? Like presenter K is not bad, but it breaks the vibe and the trust that was built here with the podcast. And I'm gonna own that. I'm gonna eat that. Okay? Because I knew better, right? I knew better, but in hindsight I was just. Again, we all know as moms, like, we're thinking in terms of efficiency and sustainability. And at that moment when I was making this decision, I could not figure out a. A efficient way to do both. So the content itself wasn't bad, but the format of it did not work and it created this energy mismatch. The second thing that I feel like broke is the content style changed. Okay? Now this is something I didn't realize I did until I really looked back at the numbers and I looked back at the content that I create those, those four episodes. So I didn't just change the format in a sense of I only, you know, added video. And that's it. Because it's like, okay, okay, maybe you were just nervous, right? Like nerves could cause you to be a little bit more structured or whatever on video. That was not the case though, because when I go back and look at it, it I. There were no, no nerves. I didn't experience nerves when I was recording. It wasn't that I'M not new to YouTube content. I have gone semi, I will say semi viral on my personal, like on my, my, um, personal brand YouTube channel. I've. I've gone like semi viral over there. And I just talked to the camera. So that was not the issue. The issue is that not only did I change the format and now we were getting YouTube presenter K over here on the podcast, but I also change the content style, in a sense of my content went from my normal relational, intimate tone to I was focusing on like, what. What is going to perform well for search? What is going to perform well for problem, you know, making people problem aware, which is not a bad thing. And I do those episodes here on the podcast, but here on the podcast, there is that relational intimacy on YouTube. I dropped it because nobody wants to listen to that on YouTube until they know you. Until they, you know, until you, like, build that trust on YouTube, they don't care about who you are. They don't understand our inside jokes. They don't understand when I say I'm recording next to the kids or that King is snoring or, you know, whatever. Like that doesn't it like the math. Doesn't math on YouTube like that. And so I dropped that and I replaced it with just focusing on, okay, what do I feel like would perform best for search on YouTube? What, what kind of content can I put out to make people understand that I am aware of their problem? And I feel like that style of content for me does not translate well to the podcast. Now, again, this could translate very well for some people's podcasts. I, uh, know plenty of people who search content, you know, just answering very specific, basic questions. Not there's anything wrong with that. I'm just saying, like, they're answering a very specific or basic question. Those types of podcasts, they do. Well, that has not been the podcast here, though, because we're very kiki, okay? Like we kiki over here. So it's, it's very different. And this matters because the, the reason why this key thing mattered for me is because I realized that I didn't just change one thing, which is the format. I changed two, I changed that. The fact that the format was different, but I also changed the type of content that I put out. So the topics of my content changed. And in that case, I actually can't isolate the real cause. I don't know if people didn't like the content topics itself or if people didn't like the fact that this was YouTube trying to be a podcast, but the Truth is that I feel like both of them contributed. Like in some instance, I think that it was the experience of going from video to audio that just threw people off. But then there's the other experience of the topics that I'm talking about were just completely different and it kind of came a bit out of left field. So. And it's so interesting because I actually had a six part series. Oh, that's what I didn't say. I didn't say that this was originally a six part series. So there was supposed to be six episodes for YouTube, but after the first four I just ditched it because I was like, yeah, no, like I, I'm not gonna do this. So that's the thing. Like, I, I do believe that both of these contributed to that experience or contributed to the turn in my numbers. And so that made me be like, all right, girl, we need to, you know, let's do something different because this ain't gonna work. So the other thing that I wanted to say about this is that, um. Oh, I just lost my notes. I wrote notes for this one because I wanted to really share all the insight that I've kind of been thinking about and talking about with some of my peers and of course with Andrea and just a couple of people. But anyway, um, so the, the key thing with this one is that I did not just test YouTube, I also tested a change in content and the, the delivery of that content at the same time. And I feel like that also tanked the podcast, but also made it to where I actually don't know what the problem was. And that's very problematic as someone that's trying to look at the data to figure out what is the best next step or, you know, what worked, what didn't work. So that's there. The audio experience, that this is the third thing the audio experience suffered, which I've kind of already talked about this, but I do want to give it its own special moment because there was an episode and, and I think it was like episode like 369 maybe, where in the episode, in the video on YouTube, my frame fell off the wall and I thought that it was funny, so I left it in. But when I listened to the audio on the podcast, it was so jarring and disturbed me that I actually paused my own podcast and I listened to all my podcast episodes and actually, interestingly enough, I have not listened to the last episode episode of the four part YouTube series because I wasn't interested. And that kind of also cued me in of like Girl, if you're not even interested, why would somebody else be? Like, let's be for real, if I can't even listen to my own content? And I listen to all my podcast episodes 372. And I've listened to officially 371, because I still have not listened to that one episode. But in doing that, like, I realized that the audio experience, it really did suffer because I made that change. And so there were visual moments that were confusing or they just didn't translate well into audio. There was context that was missing because there were certain things that I was popping up on screen. Like, I was popping up definitions and things on screen inside the video, but you weren't seeing that on the podcast. So I. Overall, I just feel like there was just an awkward listening experience, and I feel like that also contributed to why this whole experiment did not work. So the. The kind of last two things is one. Or this would be the fourth thing. So the fourth thing is that YouTube actually didn't work. Okay, so this whole experiment, YouTube itself, didn't work in a sense of. I have a video that I. As of me recording this, it only has three views, which is not normal because my baseline content on YouTube, I'm, um, not going viral or nothing over there, but I'm at least able to get 50 views, which I have been happy with that because I have clients who have said they came from YouTube. I have one client in particular that she watches all. Like, she watched all the YouTube videos. And so I know that YouTube, I don't need a ton of views in order for it to convert, but it. I think it needs more than three, because I'm pretty sure maybe two of them were me. Like, one of them was me testing to make sure that the video worked, and the other one was me actually watching it all the way through. So if that's the case, then. And only one person watched that video. And so I. I really don't know what that means. I'm not a YouTube person. Just like, I'm not actually a podcast guru. Like, you never see me creating podcast episodes. About podcasting. The most that I'll say about podcasting is that you should do it, but in terms of understanding it or being able to give you any strategy, baby girl, I don't know. Okay. I have. I have clients. Um, just recently, actually, I referred my client again to Andrea, because she's the only person that I trust when it comes to podcasting. But, like, podcasting ain't my ministry. And it's the same thing. With YouTube. And so seeing that some of the pieces of content, actually, none of them, none of the content, the four videos, um, hit the baseline numbers that I have. And, like, none of them, none of them outperformed any of my old content on YouTube. And none of them even hit, like, baseline 50 views. And so because of that, I'm just like, I feel like it didn't work. Like, it's not like I can say my podcast audience, like my podcast community didn't like it, but YouTube worked. I can't say that. Like, I can't say one worked and not the other. It underperformed everywhere. Like, the content underperformed everywhere, which makes me also think that it was actually the content itself and not just, um, the fact that I was doing video. But I can't help but to recognize or. Or notice that the podcast had such a significant drop only when I brought video content over. So there's that. The last thing is that there was a production imbalance the. The YouTube. I'm not gonna say it took a lot, because if I'm not mistaken, I think to record the six videos, it took me like, four hours, which is not terrible. But then it took me about an hour, basically, to record, to edit each episode. So when I think about the setup and the energy to produce it and the thinking and the editing, like, just all the things that were required required more work of me than what it gave. So I did a lot. But the performance was low. There was low engagement. The experience was worse. It tanked the podcast, like, my podcast numbers tanked. So I did all that, but it didn't really give me anything in return. So I feel like it required more from me and gave me less. And that's problematic as someone who prioritizes their peace and their time. And I honor my capacity and everything. I just can't reconcile continuing to do that. And like I said, I'm one of those people, um, and my clients know I coach you to at least commit to something for 90 days or six months. And I actually wrote in my journal, and I told one of my friends who we, like, co work every week, and I told her, like, hey, I'm gonna do this for six months. You know, here's the date that I'm gonna reassess. Whatever, whatever. But baby, when K saw them numbers, I was done. Okay? I was like, yeah, no, we're not gonna do this. Like, I. I didn't. I could not see how six months was going to help. I could not see how three months was going to Help. Because the truth is that I don't understand the platform enough. I don't understand the platform enough. I don't. I'm not yet clear on what I want for or from my. Not from, from. But what I want for my community on that platform versus what I'm doing here. In my mind, repurposing sounded cool, but now that I've done it. And that's the other thing, girl, repurposing was. That was the purpose. But I think I only posted like three clips on Instagram, so I didn't even repurpose the video content. So that's the other thing. Like, as much as I wanted this to be something that was great for repurposing, it didn't serve that purpose either. And so when I just think about the core reason for doing this versus what actually happened, it's above me now. Like, baby, I, uh. It's given. No, it's given hard pass. So the deeper lesson in all this that I just want to share is that not all content translates. Okay, I have just seen for myself and I cannot speak for everyone else, but I will say what I have seen commonly. And I kind of looked at other people who have podcasts on YouTube hybrids or they, you know, they focus more on YouTube. When I looked at it, I realized that platforms require native energy. So for the podcast, I think about the podcast almost like a radio show or like a phone call with a friend. If you lose that energy, it kind of tanks the experience. And I do feel like that's something that happened. And then again, going back to. Not all content translates the type. The type and topic and style of content that I was doing for YouTube. I do think if I continue to press forward with YouTube, it would eventually work because it was better suited to that platform. But then when you translate it to an audio only experience, it doesn't translate for that reason and. And for a similar reason of the native energy experience. So I feel like those were like two big, like, deeper lessons that I'm coming to see. See. But then also a third lesson that I. I want you to confirm this for me. I feel like we train our communities and our audiences to expect something and when they don't get it, there's a disconnect. And that disconnect can make you tune out. I know me, I'm ruthless with my attention right now. I don't give a lot of people my attention. My friend actually asked me the other day, what business podcast am I listening to right now? Or like, what, you know, business I don't want to say influencers, but, like, business experts is what it was. She's asking what business experts am I, you know, consuming their content right now? This, that, and the third. And I just shared with her, like, hey, I actually am not listening to definitely not anybody new. Like, I haven't been listening to anybody new outside of the people that I was listening to last year. Like, I haven't found new people this year to all of a sudden consume their content. And I was just sharing with her, you know, once. Like, I have an expectation, and I don't want anything different from that. And so I feel like, yes, it's okay to try new things and to do experiments, but I also know that in the future, if I do this, I will make sure that I keep YouTube and the podcast separate, unless I'm really able to merge the experience, because I. I feel, uh, feel like. And the data. All I have is the data. So until someone tells me differently, I'm not really sure. But from the data, I feel like, because my community expects one thing, it was hard to just abruptly pivot into something different without any real warning or, you know, insight as to how things were shifting. So that's. That the kind of. This is kind of like me summarizing or not summarizing, but, like, kind of wrapping this up a bit. I want to talk a little bit about capacity. So the capacity. This was another piece that made me say, yeah, girl, we're going to let this go. I don't have the capacity for two platforms, not if they have to have separate strategies, because that means that my production increases. And as someone who at, uh, most times I only have one team member and she's not responsible for production, that ain't gonna work. Work okay, because if K has to edit podcasts and YouTube, that just. It ain't happening. And it's not that I don't want to outsource those things, but, like, with the podcast, uh, like, editing for that is a joke. Like, and I mean that in a good way, but, like, it takes all of 10 minutes. Like, I'm. I'm not spending a ton of time editing for the podcast. Y' all know that because y' all hear all my mistakes and all my blunders or whatever. There's no editing things out here. But the production was just really high for doing both. And each platform needs specific editing. And because I don't edit for the podcast, that was problematic because I also noticed when I was listening to the audios, they were a lot more Choppy than what my normal podcast episodes are. And it's because I basically record these in one breath. So. So, you know, it really is what I say. That's it. But with the podcast, you know, I'm starting and I'm stopping and I'm, you know, restating things or rephrasing or rerecording something. And so it does have, like, a more disjointed effect or experience. And then that didn't translate well. But I actually don't have the capacity to care or to do it. So. And. And I also don't have the capacity, like, my team currently doesn't have the capacity to, um, to use any more resources on it. So there's that piece too. So I, I just, I, I really want to say, like, the most important thing is when we're looking at our strategies, yes, look at it. Is it effective or not? But also look at your capacity reality. Like, do you actually have the capacity to sustain something that you're doing? Do you have the resources, um, do you have the financial capital right to hire team members if you want to hire them? For me, I was looking at video editors and stuff, and could I have hired a video editor? Sure. But even with that, I'm the one that comes up with the content. Like, they can edit it till it's blue in the face and the content will still flop because it has to be specific for the platform. And I don't have the capacity to create for both platforms, not right now, at least. So the last thing that I want to say about this is, um, well, let me say this. I'm gonna talk about the decision and then what I would do instead. So the decision that I have made since looking at this one month is that I'm not going to test for another 90 days. I'm just going to leave it alone. I'm making a fast call, literally because of the data. I'm making a fast call because I already had the significant drop. And I just don't want to continue on this trajectory. It just doesn't make sense for me to continue in that way. If I were going to continue, I would make it. I would have to do separate podcast episodes versus, you know, YouTube videos. Like, it wouldn't be able to be a repurpose, which for my purposes, it definitely defeats the point of doing it because the original point was visibility was increasing my reach and being able to basically repurpose so I could do one thing and distribute it multiple places. Um, that is actually my, my content strategy. Like, I have episodes on my omnichannel marketing approach and content repurposing. And with all of that, I teach this to my clients. My focus is always create one piece of content that. That can then be repurposed in other areas. And so doing this, it just is really not in alignment with my overarching strategy that I've been using for years, and I'm not willing to change that right now. So that has been the big change. That's my decision. That's how I am navigating things after taking the podcast, which is so crazy to think, like, look at how things can change in just a month. Uh, and, you know, I'm sure maybe if I stuck it out, I would figure it out, but I don't really feel like figuring it out. Like. Like, we're getting close to my sabbatical month, which I know it's all the way into July, but, like, we're getting close to that. I don't really want to be thinking about, you know, how things are going. If people are listening to the podcast or whatever. I wanna. I just wanna enjoy and vibe. Okay, so that's what we're gonna do. So the. There were a couple questions. So I actually shared this on threads, and there were a couple. Well, not a couple, but there were a few questions that came up. So I want to kind of run through any questions that I haven't answered. So one of them was what was the goal? Which I shared that, um, so someone had asked something like a question, effective or effectively about would I start a new channel? Or why did I start a new channel instead of using an existing one? Because I shared that and I just said it here, too. I have a personal brand podcast, but then I also created a podcast where Moms Do Business Different. And the reason why I started a new channel is because, as we all know, a couple years ago, I went through and I unfollowed or, like, I removed 2,000 followers from my own, like, people that were following Mom's new Business Different. I unfollowed a ton of people, and because of that, I really just want a clean slate and a separation between my personal brand and the business brand. That's it. One, um, day. I don't know what will become of Moms Do Business Different. I haven't decided entirely. You know, what does the end of Moms Do Business different look like for me in particular? But what I do know is that I always want to have options and flexibility that's not tied to my name. So because of that, we Have a separate channel for moms and business different. Um, someone asked, like, how did I choose my topics? And I think this was a conversation that I was having with one of my friends. And so she was asking, like, you know, well, how did you choose the YouTube topics? And I will be honest and say the YouTube topics came from me just consuming other people's content, like, in terms of what they say is, like, the best practices for YouTube videos. And so a lot of them were saying, focus on search, focus on search. So I just searched key phrases within my own industry. And after doing that, I was like, okay, I'm just going to kind of make not how to videos, but I wanted to make videos that essentially exposed people to the problem they were experiencing. I figured that my idea for my content so that it wouldn't be like everyone else's, would be to create content that I'm not going to teach you, like a how to or, or whatever. I'm going to more so tell you why you're having the problem that you're having. So that's where the YouTube topics came from. Um, how many hours did each episode take? So each episode before. So this was a before and after question. So before, when I was just doing the podcast only, each episode would probably take me, let's just say, about 10 minutes to maybe like, draft out the outline. My outlines aren't super detailed or anything. So I would make like a brief outline that was about 10 minutes. Episodes are about 40 minutes. So I would record for about 40 minutes. And then, um, so that, let's just say an hour, right, to script and record, that was an hour plus editing, because editing really took about 10 minutes. So I would edit, that would be another 10 minutes. So I would say, like, each episode could take me about an hour, an hour and 15, depending on if I did a blog post, which I do use ChatGPT to basically I will input my entire transcript and I will ask it to basically give me main headings and bullet points. And so what I will do is after ChatGPT gives me main headings and bullet points from my, um, from my transcript of the audio, I will then go into, um, I use WordPress and I will go in and I'll just basically fill in the blanks. Like, I'll just type in whatever else needs to be typed in in order to flesh out the podcast episode. So I would say, like, each podcast episode probably takes about start to finish, about an hour and a half. When I added YouTube, it took me, I want to say, about seven hours an episode because I had to record edit. Um, I was having a hard time with transcripts. So I was basically manually writing the entire blog post for those, um, and then the email for that. So there was a lot of stuff going on. So, yeah, I would say, if I'm not mistaken, it took me about seven hours. And I basically did this series of six episodes over the course of a month. So all of January, I basically just worked on those six episodes. So let's see if there are any more details. Um, how many hours did each. Okay, so what specifically changed? Uh, okay, so someone asked if I scripted more than usual. This was a question that one of my friends asked me. And, um, I did. I did over script for YouTube because I felt like I. And just based off of what I've learned about YouTube, I felt like there needed to be more of a structure and outline and I wanted to make sure. Sure that I didn't get on there and ramble like I can do over here. So I feel like that also kind of made me lose a little bit because even when I was editing, I actually edited out. Edit edited, if I could say it, um, out a lot of stories. I told a lot of stories in the original cuts that never made it to the final cut because I was trying to make sure episodes stayed, you know, under 20 minutes or I was trying to, you know, I was just trying to do different things. And so because I was trying to follow common advice, yes, I over scripted the episode, but then I also cut a lot on the editing block. So, um, I don't know. I don't know if that was really helpful. And again, because there was so many things that I feel like changed between the podcast and the YouTube, it's like hard for me to really pinpoint with certain data points what worked and what didn't work. But what I will say is that when I looked at the analytics for the videos and I saw where people dropped off, there were some. There was one video in particular that I was like, man, it dropped off at the spot that I cut a story out. And I wonder if I would have left the story in, would it have performed but like, would people have stayed because there was a story happening there? But I digress. Um, let's see. So another question. Did you. Did your audience know? Okay, so. Okay, so someone like. There were three emotional questions that were asked and I'm gonna answer. I think one of them. So the. One of my friends, she asked me when I saw the 750 downloads, what did I actually Think. And what I thought when I saw that the final number was 750. Like, because every. At the end of every month, I, you know, do my numbers. So I look. And at the end, when I saw 750, I thought it was a mistake. I was literally googling and, like, looking up, you know, was something going on with the reporting for Apple and Spotify and all? Like, was there something going wrong with their reporting? Because I thought it was. I thought it was a mistake. Like, I was like, oh, this can't be what happened to my show? Like, this. It didn't make sense. So that was my initial thought. After I realized there was nothing wrong. It was literally just the podcast. I then went and checked YouTube because I actually don't track YouTube. Um, heavy. Like, I track my podcast. And so I went to YouTube, and when I saw that YouTube was down as well, I was like, okay, I think we have a problem. And. And that moment, I was just like, dang, what did I do? And that was like, my only thought. My only thought was like, oh, man, what did I do? And so from that point, I think I spent maybe about a week, and I just kind of looked at the numbers. I tried to look, and I. I just was like. I was just really just, like, in a headspace of, like, okay, I need to figure out what went wrong. But I also knew I needed to make a quick decision because the next week was coming up and a podcast episode needed to go up. But something in me, M was like, you cannot put up this podcast. Especially once I realized I hadn't listened to the last episode, like, the previous episode. I was like, okay, M. So even I'm, um, not listening. There's something going on. And so I will say, like, when I saw it, I just. I kind of went into damage control mode. And I was like, okay, we need to make a quick pivot. And so after that, that's when I decided, okay, I need to record something else. So I recorded two other episodes. Only one of them has gone up, but I recorded two other episodes, and I just did audio for those. And, yeah, I just moved on from there. Someone asked me, and this was. Oh, this is one of my really, really good friends. And she asked me, did I feel pressure to be on YouTube because of industry trends. And this is actually something that Andrey and I have talked about, and I wonder if I should do another podcast episode with her talking about this more. But, um, a lot of people talk about how right now podcasting is on a decline and that the people that Are succeeding in growing their podcast are also on YouTube. And I will say I actually did not know that. Like, I didn't know that people were, um, really, let me say I didn't know I knew, but I didn't think that people were serious. You know, I knew that people were saying, like, oh, get on. You know, you have to. Your podcast has to be on YouTube. But I didn't really realize that it was a thing that people were making a decision from until I did it and until, like, I had more conversations with a couple of my other friends. Um, but I had had a sidebar conversation with Andrea not too long ago where I had shared something with her about someone talking about, you know, the most successful podcast they've seen are the ones that are on YouTube. And I asked her her thoughts on it, and she was like, yeah, no, that's not a thing at all. All. And I agreed with her. And so I moved on. Like, it wasn't that at all. I have been building podcasts or. Sorry, I've been building YouTube channels since, like, 2013. Like, I. I was part of the wave of people that was doing, um, what is that? The natural hair YouTube. Like, that was me. So I've been doing YouTube for a minute. It wasn't necessarily about being on it because of the industry. And that's why I was telling my friend it was more so about. Because I know I want to establish Moms new business different as a media platform or a community and business that prioritizes media. In my mind, I felt like YouTube would be the best way to show that where people could see it visually. Because with podcasting, unless they see your analytics, they don't know how successful your show is versus on YouTube. YouTube, you know, there's a follower count, um, if you have. What is it? Like, Vidiq and stuff, you can see, like, how many views and how many. Uh, you know, just. You can see different metrics about someone's show or about someone's channel. And so in my mind, I was like, okay, this would be a great way for us to, like, really establish the media lens or the media leg. And so that is what was the real driver for me behind YouTube. Um, and then the. The kind of last question that I think I want to talk about is, did she'll. One of my friends asked me, um, well, I'm gonna summarize. She basically asked, did I did. Part of me want YouTube to work anyway, And I have to say no. After I edited the fourth video, I actually thought to myself, I Didn't want to do it anymore unless I had an editor, um, or just, I just really didn't want to do this anymore. Like, I was like, I need a production team. Like, that was my thought after editing the fourth video video. And so for me, there actually was not, and it is not a part of me that wants YouTube to work. I will only revisit YouTube if I have a production team. Like, there has to be somebody else that's involved. I only want to be the talent. That's what I was telling one of my other friends. I was like, k is the talent. I am not production. Okay? I already produce enough other things that I actually enjoy producing, like the podcast. I don't want to have to produce, um, a platform or a content type that I don't want actually enjoy. So that's there. So in the future, am I abandoning YouTube? No, I am just redefining the boundaries around it, how I plan to use it. Um, I'm thinking of more creative ways YouTube can be used for us as a media and advisory company. But I haven't decided on that yet. So for right now, we're just going to table it. So I feel like the right way first and foremost, like I said, there will have to be production of assistance somewhere. Either someone needs to actually do the editing and all the, like. I'm not sure how this looks, but in the future it has to look different than how I do the podcast. And I think that's something else that my eyes have been opened up to. The way that I produce this podcast in this show, it's just so authentic and just so like, yeah, girl, like we is just, we is just talking. Like it's really not that deep. And I love that for me, I love that for us. Uh, and I, I just feel like YouTube, it's just a different energy and it's not bad. It's an energy that I do at some point want to be a part of. I've always, you know, thought of myself as someone that had like low key, an Oprah style show or lately I've been, you know, reminded of Ricky Lake. And like, Ricky Lake was my girl. Okay, I love me some Ricky Lake. I still do. I follow her on Instagram and everything because I'm just like, I love Ricky Lake. But, um, but like, you know, I always imagine something like that, but I know that I don't have the capacity or the product, um, or even the, the money. Like I don't have the capital for what I feel like I do want. And so for right now, I'm just like, m. I'm okay with putting this aside. Especially, like, after I edited the last episode, I was like, yeah, this ain't going to work. I even thought, my first thought, actually, before the numbers even came up, my first thought was, I'm going to switch down to bi weekly. So I would have had a bi weekly YouTube. And then for the podcast, I would have had, you know, bi weekly would have been repurposed purpose from YouTube. But then the other two episodes would have been, you know, my normal style chitchat, which I think that might have worked better. I think that might have worked better because then people would have at least had two episodes where it was like, oh, yeah, this is the K that we know. Or this is the vibe that we know. So, yes, if there's anything that I want you to take from this episode, it is that you don't need more strategies. You don't need to be trying 5,000 things. And it's okay to try things and it not work. And it. And if you see like a hard shift in your numbers and in your data, it's okay to make a more abrupt pivot. Now, again, I am not a believer that we should be changing our strategy every five seconds. But in this case, we tried something and that particular way of doing it did not work. And I really want to be clear on that because, I mean, my clients will come to me all the time. I'm just like, hey, girl, we have not given this enough time. We don't have enough data. But in this case, baby, I got like five years of data. This ain't gonna work. Okay? And that's okay, right? And it's also okay to make a, um, a like, fast pivot when we. When you notice that it's affecting or it's, um, infringing on your capacity. And that's important too. So I don't want you to think about those things if you haven't done so yet. Make sure you grab the. Your next 10 clients framework, and I'm gonna pray us out and call it a day. So, God, thank you so much for divine wisdom. Um, thank you for data, numbers, strategy, all the things and tools that you have given us to be able to run successful, profitable, peaceful businesses. God, we just pray that in everything we follow, whatever you prompt us to do. God, we pray. I pray that anytime you give us a sign or indication of what is next for us, that we just are obedient to that and that we don't try to hold on to things that don't serve us or that don't honor what you have called us to. God, we praise you and thank you for everything that you have already done for us, the things that you have in store for us. We look forward to the future and we look, um, we look forward in expectation of all the things to come. In Jesus name I pray. Amen. All right, girl, that's it for this one. If you have questions, feel free to ask me or message me on Instagram. Um, you can also come over the threads. I've been kikiing a lot, a lot on threads. And I don't know if you guys noticed, in this episode I've been practicing. I have been working with a speaking coach. And so this, um, this speaking coach in particular, it's not necessarily helping me with, like, how to, um, like, write. Like, I know a lot of people will hire someone that helps them, like, come up with their topics and stuff, but, like, I'm actually working with somebody that's teaching me how to slow down my cadence, how to not talk over myself. So I hope you were able to notice that in this episode. I, I, I still feel like I want to talk fast or speak quickly, but I am working on making sure that we can understand me. So that is a thing. Which, I mean, I know you're the home team, like, you know how I talk and I don't really change in boxer. So if you do boxer coaching with me, you still gonna get the fast talking. K. But I did want to kind of make things a little easier to understand here on the podcast. So, yeah, I hope you are noticing that and that it pays off. Off. But anyway, that's it for this one. Until next time. I will talk to you later, darling. Thank you so much for tuning in to this episode. I know you loved it. So go ahead and leave a five star review. Make sure to share this episode and tag me at Moms Do Business different and at Mrs. K. Hillman, so Ayanpa, uh, knows it's real. May you walk in your purpose and calling every single day to steward the life and business that God has called you to. Until next time, let's get this money.