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Time on brand is the most efficient business model
Transcript:
How many pieces of content output do I put out? I'm making 10 pieces, 20 pieces, 30 pieces, 300 pieces of content a week. What have you we've changed the thinking from that to not number of pieces of content, but we call this time on brand. How much time does a person spend with you on your brand? On social, it's 30 to 60 seconds. On email, they're probably spending a minute reading your email on podcasts, they're spending 20 to 30 minutes listening to your podcast on YouTube videos. They're not only spending time listening, they're spending time watching. They're reading the captions. They're actually doing something with it. Over the last two years, team's been tracking it. We see engagement scores on our subscriber base, 37 minutes. When someone hits the 37 minute mark of the time on brand that they've spent with us, they are a whole new subscriber. The crazy part for 37 minutes is someone has to watch 37 of your videos, or someone has to watch read 37 of your emails. But if someone listens to 127 minute podcast, I am 80% of the way there.
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