TAS 652 Ask Scott #204 – When and How To HIRE for Content Creation for TRAFFIC?

Are you fired up and ready to take your ecommerce business to the next level of growth? What are you waiting for? Would you like to get more information and best practices before you jump in with both feet? If so, you’ve come to the right place! It is time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he shares his thought of the week, an answer to a question from a TAS follower like you, and much more. Don’t miss this opportunity to learn from Scott’s seasoned advice!

Slow and steady wins the race.

You’ve heard that old fable about the tortoise and the hare right? Of course the moral of the story is that the steady persistence of the tortoise is more valuable than the bluster and speed of the hare. Which character best represents your approach to building your ecommerce business? There are way too many hares out there and not enough tortoises! If your ecommerce business has any hope for long-term success, you’ve got to willing to put in the time and effort required. To hear more about the value of going slow and steady, make sure to listen to this episode of The Amazing Seller!

Content creation tips.

Do you find yourself struggling to come up with content ideas for your ecommerce business? Let’s face it, coming up with engaging content that will keep people coming back sounds like a huge task but in reality, it is easier than it sounds! Think about the type of content that draws you in as a customer, do you resonate with the polished and perfect messages or do you relate to a more authentic and down-to-earth approach? If your audience is the high-end beauty market, you’ll probably want a more polished approach, but if you are targeting rock climbers, you can be a little more barebones. Get more helpful tips on content creation from Scott by listening to this episode of The Amazing Seller; you don’t want to miss it!

Doing nothing isn’t an option!

If you’ve been around the TAS community for very long, you know that Scott doesn’t sugarcoat his message. He often explains that building an ecommerce business will be difficult and that you shouldn’t buy into success-overnight messages. While it will take hard work to build your business, that doesn’t mean that you should sit on your hands until the stars align (because they won’t)! You’ve got to be willing to take advantage of the time and resources you have at your disposal, don’t get hung up on what you don’t have. At the end of the day, doing nothing isn’t an option! Learn more about staying the course and building a successful ecommerce business on this episode!


  • [0:03] Scott’s introduction to this episode of the podcast!
  • [5:30] Scott’s thought of the week; slow and steady wins the race.
  • [8:30] Question: What is your advice for content creation?
  • [18:30] Doing nothing shouldn’t be an option!
  • [20:00] Closing thoughts from Scott.


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TAS 652: Ask Scott #204 – When and How To HIRE for Content Creation for TRAFFIC?


[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 652 and session number 204 of Ask Scott. This is where I answer your questions here on the podcast and guess what? We are going to do it again here today. And today we're going to be talking about…

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…a question that I've been recently asked quite a bit because well, I've been talking a lot about creating resources and content to attract the right potential customers. And really building out external traffic.

Now, we’re talking about content creation. And today's question comes in about that and really about how to hire for content creation if I'm not the one that's able to do it or that wants to do it. When should I do that and what are my options? So I'm going to give you guys some ideas there and some things that you could start moving on and doing in your business. You don't have to go out there and think that you need to be the content creator. I've got some solutions to that. So that's what I'm going to be diving into.

And I'll actually play her full question. It came in in our voicemail. Now, if you have a question and you want to leave it on my voicemail or if you want to leave one on our YouTube, I'll give you the addresses to do that. You can go to theamazingseller.com/ask and you can ask a question there. That's how she did that, this one question today.

And then the other two places, there's YouTube; theamazingsellertv.com. Or you can go to Facebook, theamazingseller.com/fb. And I've been answering a lot of questions over there doing Facebook Lives. I've got some trainings that I've done over there as well. It's just a really easy platform for me to just jump on Live Video unscripted and just dig in. So definitely go check me out over on Facebook and connect with me over there. I'd love to see you guys over there.

[00:02:03] Scott: Now the other thing I want to say here before we do dive in, I've got two things. Number one is everything that I've been talking about probably over the past 18 months maybe even two years now is really about how to build a brand like how to do external stuff. How not to just rely on one channel. How to leverage Amazon, how to drive traffic on Amazon and use the traffic that you have to really spike the algorithm and do all that stuff so you're not relying on giveaway sites or any of that stuff.

So that's really what I've been preaching and a lot of that has to do with becoming a good resource to your marketplace, to your niche market or whatever. And a lot of that has to do with content. And what I mean by content is like how to do something and you share the result or maybe it is just someone that loves seeing dog pictures every day and you're going to be the one that supplies all of these cute dogs and then in the mean time you're also giving tips. Whatever. You get the idea. So it's just a place for you to be able to show up not just selling products.

Like that's really what content creation is. Now, that content creation can also have products kind of layered in there; affiliate offers, it could have your products in there and then also you can get paid from ad traffic whether it is AdSense, whether it's MediaVine whether it is Ad Thrive. Right now currently, the time of recording this we're using Ad Thrive. We're over 100,000 uniques a month. And we're generating anywheres between $1,700 and $2,100 per month just form ad traffic, which is pretty crazy.

But again it comes down to content and then getting indexed in Google. Another platform. Just like Amazon. That's what we're going to be talking about and really how you can do this without it being a huge pain in the butt. Now, if you want to hear more about my overall methodology, strategy, more or less like a case study in a sense as well I've actually put everything inside of a guide or a manual, playbook, whatever you want to call it.

[00:04:08] Scott: You can download that, print it out which I think you should. It's 52 pages and it outlines exactly what I'm talking about here and really understanding your market before you even go any deeper in that market or even before you selecting that market. We validate it and we make sure we can do all this stuff. If you want that you can head over to ecommbizbook.com. Again, that's ecommbizbook.com and you can grab a copy there. You will buy me a cup of coffee.

You guys know I'm a fan of coffee if you guys have been listening for any period of time. And always, just about always when we're here together on Friday I'm usually having that cup of coffee. So again I want to thank you for today's cup of coffee. But ecommbizbook.com. It's everything inside of that book. It’s all of the stuff that we've done over the past 18+ months. I think 19 months now to really build out this new brand using this methodology. But really a lot of the principles that I've been doing now for the past ten years and it's really come full circle.

So definitely check that out. So before we jump in I've got one thing I want to share with you and that is my little thought here of the week. And it's real simple. Because I see people get overwhelmed with what they have or they think they have to do. And then that paralyzes them. Here's what I want you to remember and you've heard this before, you're going to hear it again today. And I want it to be a reminder. I want you to maybe even write this down; slow and steady wins the race. Slow and steady wins the race.

Everyone is thinking I'm just going to throw something up, and it's going to get traffic and I'm going to make money. Like that's what everyone is thinking, that's like the dream. And some people have been able to launch a product and get traffic and get sales. Does it last? Usually not. Usually got to have another one and another one and another one.

[00:06:02] Scott: And you're just constantly on that hamster wheel. But if you do stuff like I'm talking about inside of EBF, that's E-Comm Business Formula. That's the abbreviations for that if you haven't already known. But if you have not understood what I'm talking about there it's really about building out this content, building out your email list, building out assets. All of that stuff takes time. But over time it starts to compound. It starts to build momentum. You start to get a steady flow of traffic. Then from there you get to take that traffic and drive it to your Amazon sales or your listing.

You get to drive it to your Shopify. You get to drive it to an offer that's not even on Amazon. You get to drive traffic over to affiliate offers. Like all of that stuff has to do with doing these things over time and letting them slowly compound. I mean we all know about like compound interest and everything. It's like you take a dollar, you invest it today, it takes years before it becomes anything substantial. Well, we can speed up that process a little bit but once you do that it starts to really, really compound and grow and build momentum and then that traffic comes in and then you get the attention in the market.

Now, you're showing up in multiple places and you're building out all these assets in your business that all lead back to you and your brand. And then from there that's when it gets exciting. And if you're building something that you might sell one day these are all assets that you're building that an investor is going to say wow, that's awesome. So these are all just parts of it but it takes time. So just keep in mind slow and steady, slow and steady. And I don't mean just sit there and take your time and… No I'm not saying that. I'm saying like learn that process that I talk about a lot and just go all in on just showing up every single day with something that's going to add to the business.

Do something every day.

[00:08:01] Scott: Don’t sit, do something sit and wait, do something sit and wait, do something, sit wait but then do something while you're waiting. Slow and steady. And then once you get into a routine and really start to develop systems and processes it will become easy because you've already learned the process, you know what needs to be done. Now, it's just a matter of doing it. And then we can hire people to help us with that. So again, slow and steady wins the race. Just keep that in mind.

So with that all being said let's dive in. Let's dive into this week's question and I'll give you my answer.


[00:08:34] Brandy: Hi Scott. My name is Brandy. I recently started in business online. I have a question. I recently listened to your podcast talking about FreeeUp and when to hire. And my biggest challenge is content. Eking out content is something that is not my strong point. My strong point is in product development, sourcing and the retail side. And I'm not yet generating enough sales to bring somebody on board. But I feel like without giving out great content I'm not going to be able to get the sales that I need. So what is your advice in my case where I feel like I should be able to do some of this content on my own but it's just not getting done.

And I'm not yet able to really based on my sales afford hiring someone. Thank you so much for your advice.

[00:09:28] Scott: Hi Brandy. Thank you so much for the question. I appreciate it and I am so glad that you are thinking along the lines of creating content for your brand. That's first and foremost. I want to number one give you a round of applause because there's so many businesses that are not willing to do this. They either don't see the value in it or they just don't want to do the work. And a lot of times it's the latter. It's they don't want to do the work. So anyway, you're kind of in that camp I guess because you want to create the content but you don't and you don't think you're good at it and whatever and I get it.

But yes you're on the right track. And I do know the brand that you're trying to build. I did kind of blip that out or cut that out just to protect your brand. I wasn't sure if it was okay to share that. But you're definitely in a market to have content that can lead people in and that could give them information that could ultimately lead back. Again, it's kind of like the fishing market. If you're selling a fishing lure you can definitely give information about how to catch more fish. And it's very similar to the market that you’re in whether it's…

I'll give another example. Let's say that you are someone that likes to mountain climb, well you can give information about how to mountain climb but you can also sell all of the pieces and all of the equipment to mountain climb. It's the same idea. And so whenever you have a market that lends itself to that man oh man, you're sitting on a gold mine really. But gain, going back to the slow and steady it's going to take some time.

And you just got to build that out and I do cover that, how to get ideas and stuff inside of EBF and again, inside of Ecommbizbook.com everything is kind of laid out as far as how to validate but then once you're validating this market you're also identifying what topics, what content people are searching for, what they want, what they need and stuff that you can create. So it doesn't sound like that's an issue for you. I think you've already kind of figure that part out which again if you're just listening to this and you kind of don't know what I'm talking about as far as content creation, you want to know what the market is looking for.

[00:11:41] Scott: And then show up and deliver that and then when people search for it they'll find you. Also when building an email list, it's a great place to the drive the traffic to a post or an article on your blog or website that also drives traffic. It also gives Google some information that people are consuming your content than maybe people will link to it and then that will help in search engine optimization and all that stuff. A whole another conversation on that. But your sticking point really is you just don’t want to create the content or you don't think you're good enough at it.

And you’re not at a place right now that you don't think that you can hire it. Here's the deal. Most people right now are willing to spend ads or pay-per-click on Amazon $20, $30, $100 to drive a potential buyer to a product because you have a chance to sell something. But most people are not okay with spending $20 to have an article created for your blog that's content that's good and then hopefully eventually that will lead back to people coming into your product like or just your business in general, that traffic. Most people don't see that as value.

Or that that's something that they want to wait for. They want instant. They want like put a dollar in and get $1.10 back or $1.20, $1.50, $2 whatever. And I do too. But there's also that other side of it that once you build out these assets it's worth the investment. So every asset that you create if you're not creating it yourself, you're either going to trade your time or you're going to trade money. So if you're going to take time to write that article let's takes you an hour and a half or two hours.

And that'd be like $10 an hour is what it would be as far as how much… If you paid $20 for someone else. Generally speaking you generally can get a decent article written for between I'd say $20 and $30. And that's going to be about 1,000 to 2,000 words. And that's typically as short as I'd want to write an article, be about 1,000. That's what Google likes and the search engines like.

[00:13:45] Scott: Also it's really how do you give a lot of great information if you only have it in like 400 words or whatever. So I like 1,000+. And so what I'd say again here is, you got to ask yourself like am I willing to do the work myself and that's my time. I'm saving money but it's my time. If you have the time do it and if you're good at it, do it. Even if you’re not good at it, it's better than nothing. When I started the podcast I was doing my own show notes. I do not like writing guys.

I don't like it. I will pay someone to basically take my words on audio and put them into something that people can actually read because I'm not a good writer and I don’t like writing. You guys probably heard me talking about my emails that I write on Friday for TAS. I don't enjoy the writing process. I enjoy getting the message that I want to share, but I don't enjoy the writing process. So I am willing to pay for that but in the beginning I did it myself because I didn't know what this podcast was going to do. I didn't know so I was like you know what, I'll just do it myself.

And they were just okay. I would just do a brief summary of what the podcast was about, I'd throw some links in there. Now I believe it was after probably 100 episodes of me doing them myself, I said you know what, I got to stop doing these. The podcast is starting to bring in a little bit of revenue at that time. Let's just go ahead and reinvest that into show notes and give people a better experience, better quality.

And then from there I said you know what, people were asking for transcripts. They wanted a transcript of the full episode. I'm like okay, I got to see what those are going to cost. I got to see if that makes sense. Well, I did it. I still do it to this day. So I have transcripts fully done for each episode. Again, but I invested it back into the business and this is the business now, TAS is a business. Yes, I give probably 90% of the content away for free and then there's 10% that people can hire me whether it's investing in my training or becoming part of my Inner Circle or maybe one of my workshops.

[00:15:51] Scott: There's ways now that you could invest and that you could pay to be part of TAS but that was not how it was in the beginning. So I was doing it myself. So my time that I was spending doing it, an hour or whatever that was worth probably $30 because generally speaking, show notes is going to run you between $30 and $50 per episode depending on what they do. No edits or anything as far as audio goes. Transcript's a whole another animal.

So you got to look at your situation and say when is the right time? And do I have the time? If you have the time and you don't have the money then you got to do the work. If you have the money and you just don't want to part with it because you don't see an immediate return you got to get over that. Because if you took an article a week, one article a week and invested it in your business, let's say it costs you 25 bucks, that would be $100 a month that you’d have four additional resources and assets that are going to be linked back to your business.

And if you do that over and over again, you have 52 pieces of content assets that are going to drive over to your business but also could make an offer in those blog posts. They could link to other affiliate offers. They could link to your products. So that is what you need to be thinking about as you're creating this. So you have to get over the idea or get past the idea of oh my gosh, I don't want to pay for that because I'm not seeing any immediate return. As long as you're putting out good useful content to the marketplace, eventually it will pay off.

Slow and steady wins the race. You guys have been hearing me talk about that. That I said at the beginning of this episode. It's so important. One chunk at a time. So you mentioned FreeeUp and I'm a fan of FreeeUp.

[00:17:34] Scott: I really am. And you can definitely find content creators there. So guys if you're new to the podcast and haven't heard me talk about FreeeUp I have a short link, it's also an affiliate link and yes you will buy me a cup of coffee. If you go through it you also get a $25 credit on your first hire. So probably get this article done for just about nothing. But if you want more information on hiring and really finding that content creator, head over to theamazingseller.com/freeup and that will take you there.

And you'll get that special offer that Nathan who is one of the co-owners over there, co-creators of FreeeUp… Great guy by the way. He's been on the podcast a few times. Great, great staff over there and they only have the highest quality. The resources are out there. It's just a matter of are you going to trade time or money? It's your decision. But the thing I do not want to happen is you to do nothing because you're like I don't want to write because I don't want to spend the money. I have it but I don't want to part with the money and now I do nothing.

Like I'd like to see you do something every single week. Every single week. And if you could bump it to twice a week would be even better because now we double the amount. And usually more equals better in this case. So anyway, that is my little rant on that. I did go into a little bit of a rant. I didn't mean to, it just happens sometimes because I'm so passionate about his part of the process. It's really becoming a resource in your marketplace. And then building that email list and building those assets out there can drive people to your brand and your business and eventually buy.

That's what it's all about. And I'm telling you over time it pays off. And it compounds on itself and it builds that momentum. So with that all being said, number one thank you so much for that question, that was awesome.

[00:19:34] Scott: If you guys have your own question you want me to answer, got a few places you can go; theamazingseller.com/ask or theamazingsellertv.com that's YouTube or theamazingseller.com/fb and you can go over to my Facebook page which I show up live over there quite often. You might go over there and we can hang out together. So definitely check out those resources. And the other thing is, if you want this process broken down, if you want to go through this entire process you're going to want to check out that resource that I created for you and you can find that by heading over to ecommbizbook.com. Again that is ecommbizbook.com and literally it gives you step by step everything that we have done over the past 19 months now I believe it is.

And where we have taken something from nothing, we've built it into a physical product brand on Amazon off Amazon we've also built out external traffic sources which are now bringing in upwards of around $5,000 almost $6,000 depending on the month and we're striving to get that to $10,000 not being just on Amazon. That will be like bonus. And yeah, so if you want the entire process we've went through it's kind of like a case study, going through this but we break it down step by step. I say we, myself and Chris Shaffer.

We break it down in this guide, in this book, this play book, whatever you want to call it, but it's detailed there inside of there. So go check it out. ecommbizbook.com. All right guys, so that's it. That's going to wrap up this episode.

As always remember, I'm here for you, I believe in you and I am rooting for you. But you have to, you have to… Come on, say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.


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