The EntreMD Podcast

Don’t Create Content If You Won’t Do THIS

• Dr. Una • Episode 468

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Here’s a harsh truth… 

If you’re not going to promote your content, don’t even bother creating it. 

The reality of the matter is that you could have the best content out there, but if you’re not promoting it, no one will see it, and you’ll just waste your time. Physicians, in particular, struggle with this a lot because they don’t want to come across as pushy or greedy. But if you don’t promote your content, your valuable insights simply won’t reach your target audience. 

That’s why today, I’m going to show you how to promote your content without feeling bad about it, share effective strategies for getting your content out there, and discuss the opportunities this will open up for you!

Tune in.

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Key Takeaways: 

  • 00:00 Intro 
  • 00:54 The importance of promoting content
  • 04:04 Don't create content if you won't do this
  • 04:34 Inspire people to consume your content 
  • 09:08 Strategies for effective content promotion 
  • 13:47 The stretch of wilderness before the promised land 
  • 20:20 Outro 

Additional Resources:


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  • EntreMD Business School Grow - This is our year-long program with a track record of producing physician entrepreneurs who are building 6, 7 and 7+ figure businesses. They do this while building their dream lives!
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To get on a call with my team to determine your next best step, go here ...

Speaker 1:

Your YouTube channel, your podcast, your blog. I want you to start promoting it. It's great. It's great content. You'll turn people's lives around. They might be like, oh I don't know if I'm the expert, yet You're more expert than millions of people, so help them as you become more expert. Hi docs, welcome to the EntreMD podcast, where it's all about helping amazing physicians just like you embrace entrepreneurship so you can have the freedom to live life and practice medicine on your terms. I'm your host, dr Una.

Speaker 1:

We've been talking for a few weeks about, you know, really leveraging YouTube or it could be a podcast, or it could be a blog to really expand your visibility so that you can attract all the people you want to work with, all the people you want to serve and all of that stuff. Powerful tool. But this is the thing don't create another piece of content if you are not going to do this. Okay, so we're going to talk about you know, what is the most important thing, the most important decision you need to make before you start making content, and that is this am I willing to do the work to promote it? Okay, am I willing to do the work to promote it? And it's really important that we talk about this because, you know, as physicians, we love to teach, we love to put out content and in a way, we've been very shielded from the relationship between serving and earning. So think about what we do in our training. You go to work, you see all these patients, you take care of them, you provide excellent care, and then you go home and you do that for two weeks and then money magically appears in your bank account.

Speaker 1:

And so for the most part, we don't understand, you know, all the things that have to go into play the PR people who go to build the referral relationships. We don't understand the person at the front desk or a check-in who has to collect the monies, co-pays on all of those things. Verify insurance, for instance. If we think of what we do in the hospital, we don't think about the billers and coders who have to make sure they get paid from the insurance companies. We don't think about the collection agencies they use. We don't think about any of that. So we just go and serve and then we get back and we're rewarded and serve, and then we get back and we're rewarded, and then we have this expectation that that's the way the world of business works. Okay, that's the way any world outside of medicine works, but it just doesn't work that way, okay. So we subconsciously think if my business, if the service my business provides, is so good, people just be beating down the doors to come. And if you've been an entrepreneur for longer than two seconds, you know that's not a true statement. So, yes, you're going to do the thing and take really great care of your people, but you're also going to build the visibility and tell people to come work with you and show people why you're the person for the job and all of those things. Okay. So when it comes to content creation, it's the same thing, right, and so we create content.

Speaker 1:

I could create a podcast episode like this episode. I'm like man. Because of this episode, people are going to understand how to promote it in a way that's not sleazy, slimy, they feel good about and all of these things. And because it's so good, people will just listen to it. No, no, like. I know that. Because I know how good it is, then it is my moral responsibility to tell everybody about it. We could think, because it's so good, people will just come, or we can think, because it's so good, I have to go tell everybody. I highly recommend you take the second option. Okay, cause the first option doesn't work. I've done it. I've taken one for the team.

Speaker 1:

You know, I've had, you know, episodes I'm like, oh, I mean, just from the title, everybody's going to listen to this and I cannot tell you how many times those will bomb. Right, they don't do as well as other episodes, but a huge part of the reason is a promotion. Like, what is the energy I put behind that? It's the same with writing a book. Like, people write a book and they're like, oh my goodness, this is my story, it's so good and nobody buys it. The average nonfiction book in the United States does less than 250 copies in the first year, and that's because people will not sell them. They won't sell them, they're just like it's good, they should come read it. Or they're satisfied because now they can add the title author to their name, so I can say I'm an author. So, whatever, right, forgetting that, you're trying to get the message.

Speaker 1:

The whole point of writing the book was to get a message to someone, right? So, anyway, let's talk about content, right? So if you're not going to promote your content, man, it almost sounds so bad coming from me Like, don't create it right, because it's not, it's not going to go anywhere, it's not going to do what you need it to do, right. And so, because you have such valuable, you know, expertise, stories, wisdom, strategies, all of those stuff, please create content, but please create it and also make the decision that you're going to promote it. So let's talk about this promotional stuff, right, like, what does this really mean? What does this actually mean? I'm going to give you a few things. Okay, now, the first thing it means is that you know, like you want to think about it as inspiring people to consume your content. Okay, now, I could have said sell your content, which is really what it is. But people like I'm so excited, I have a new episode Nobody cares, like I cannot tell you how nobody cares because guess what they're thinking about the entire time?

Speaker 1:

They think about themselves, they think about the challenges they have and all this stuff. There's already a conversation going on in their heads. They're not there for you, and so the best messages interrupt the conversation that they're having. So don't say, oh, I'm so excited for episode 465 of my podcast or my YouTube channel, whatever. They don't care about that. Don't say, oh, this person and I have been friends since forever. I'm so glad I got to interview her. I can't wait for you to hear her story. They don't care, like, think about it right now. You don't care, like you don't care. You're like, well, yeah, and you know, okay. So what do we want to do, then? We want to inspire people, and what does that mean? Show them the pain they're having Okay, aka conversation they're and show them how this episode, like the podcast episode, or the YouTube episode or the blog piece or whatever, is the answer to the problem.

Speaker 1:

Okay, so, for instance, you know, a few episodes ago, or actually last episode, we talked about seven ways to monetize your YouTube channel. Okay, or any content that you're creating, Right, and I could start off saying you know, it takes so many hours to create content. They're already thinking that and sometimes I wonder is it worth the effort, is it worth the time, is it worth the time of my team to create all this content? Again, I'm interrupting the conversation, right, like, let me know. Right, you can send me a DM right now or PM on Facebook or Instagram. Let me know if you're like, yeah, yeah, yeah, dr Una, like I want to know, right, and so you're thinking about this. Right, it's taking up all my time. It takes so much time to create.

Speaker 1:

On all of that, what if I can show you seven ways you can monetize your content? So each piece of content has an ROI, or a return on investment, right? If you want to know, so let's say this is a Facebook post. If you want to know, type podcast in the chat and I'll send you the link. Do you see what I did there? I sold it.

Speaker 1:

So it's a very simple framework. Once you see it, you can't unsee it. So over here, you know, on one side, you're saying this is the pain you have and not the pain you think they have. Not the problem you think they have that they don't know that they have. This is, this is the problem you have, and here is the solution. And that solution is your YouTube channel podcast, whatever, right?

Speaker 1:

Okay, I'm a pediatrician, right, and oh my goodness, I cannot tell you how much we talk about poop. Okay, my kid's poop is this. My kid's poop is that they poop so often. They poop less often. Blah, blah, blah, blah, blah. Okay, lots of poop, and sometimes it makes you scared. You've called the pediatrician multiple times and they're telling you it's okay. What if I could show you a simple way to know with confidence that your kid's poop is normal? Right? What if I could show you the only time to worry about the color of your kid's poop? I talk about it in this episode, click here. This is the pain. Over here is the solution. Right, like that. That's just the way that works, right, I could come, I can say you've been in business for five years, you're bringing in some money, but here's the deal.

Speaker 1:

You're so stressed out, you're so tired. You heard to bring on a team. You've brought on a team and it's nothing but a headache. And you're wondering should I still do this? Should I quit on my business? It's not supposed to be this way. And, on top of it, nobody understands you. So here you are. The loneliest time of your life, most stressful time of your life, loss of autonomy and the burnout you escaped you thought you escaped when you became an entrepreneur is now staring you in the face. Right, then I switch it. Right, that's the pain. And over here I come and I say how about I show you four ways to never be a victim of burnout in your business again, right, I talk about it in this podcast episode type podcast in the chat to get the link.

Speaker 1:

This is what I'm saying. So it's pain to solution, and the bridge to the solution is your content. Okay, so you're inspiring them. You're inspiring them. When do you have to do this? Whenever you create long form content right, because you created it is good. It will change lives, it will change businesses, it will change like, whatever it is your business does, so you sell it. And the second you get it like once you get the formula, you got it right and it means you can use it over and over and over again. Okay, all right. So that's the first one.

Speaker 1:

Then the second thing is you're going to use all your channels. That's the whole point of having the channels, okay. And now you may say oh, man, you know, and when I say use all your channels, I don't mean use all channels, I mean use all your channels, okay. So let me let me clear up the air here, because, you know, sometimes people say, okay, I want to start a Facebook, instagram, tiktok, twitter, all of this at the same time, and I'm usually like pick one, master, that one, go to the next level, the next one, because the rules are all different and you don't want to burn out. So don't hear what I'm not saying. I'm not saying if you don't have all these channels, go create all of them, like today, and start promoting all of them, all the channels you have now, and then you continue to add to that. Okay, all right. So use all the channels you have to promote it, right. So you have you have your email list. Use your email list. You have social media. Use your social media and use, like what would be considered like your your feed, right. Like you create those posts and stuff, use your stories like. Use all of it, right.

Speaker 1:

When you go to events, whether you're speaking at the event or you're attending the event, or you're networking at the event or whatever you know, what do you do? Da da, da, da, da da and I also run this YouTube channel da da, da da, check it out here, or whatever. That is right, but you're sharing it. If you speak from stage, oh my goodness, share it. It's a little harder to see this now. In the early days when I started, every time I went to speak in events, you could see an obvious bump Like oh, I spoke here, I spoke there, right, right, just talking about it from you know, from the stage.

Speaker 1:

And then the fourth thing, which is one of my favorite things and it will also direct how you create content, is to use it. And we're talking about the channels here, right? So we have email, social media, events, and then using it as a one-on-one resource. And so people come to me and say, man, I launched a book. I don't know how to promote the book, and I'm like, oh my goodness, I did a podcast episode, and these are the words I would use. And it's true, I did a podcast episode on behind the scenes of a bestseller launch, and I did that when I released the Entree MD Method. We did 850 copies in the first week. And so I mean the strategies. I gave 10 strategies, I gave all my strategies, I left nothing off. Here's the link what do you think are the chances that somebody will listen to that? Like a thousand percent right. And so I would do that. And so I'll say, oh, you know, like, you know, oh, my goodness, you know, I have to interview these people. You know what kind of you know like for a team member, what kind of questions can I ask an interview? I'm like, oh, speak no more. I recorded this podcast episode on seven questions you should ask at whenever you're going to interview a potential hire. And then here's the link you know right and I do that on and on and on Now with the private practice channel that we started and, for context, we started a YouTube channel specifically for private practice owners, and if you go on YouTube it's at the private practice channel.

Speaker 1:

It's very specific and I created it. A lot of it is just responses to questions people ask. So a lot of times people ask like they'll come distraught and I get it, because that was me. I got this one-star review. You know, I don't know what to do. All these people I serve them so well. They left me this one-star review and in that I have a podcast episode about. You know how to get 500 five-star reviews in a year, right, and so people can go there and just get it right.

Speaker 1:

People talk a lot about you know slow. Do I send my people home or do I have them do spring cleaning? I'm like spring cleaning, that this is not a revenue generating activity. I have to pay them little dollars, and so I have a whole episode that is on you know how to optimize your team, and it's all about how to create this win-win situation where, of course, you're paying them but you're getting a return on your investment and so that's just. It's just answer. So every time you know time, people have questions, I have a resource to give people right, and if they listen to it and it helps them guess what they do, they go binge on a lot more episodes and stuff like that, right? Okay?

Speaker 1:

So use your channels, use your social media. Now I will tell you if you post on social media, if you post about a funny cat video, you're going to get so much engagement. If you post pictures of your kids, you're going to get so much engagement. Post pictures of your kids you're going to get so much engagement. Post pictures of you at a party, on vacation or whatever You're going to get a whole lot of engagement. Now, done right, with this podcast stuff or YouTube stuff promoting your content, you will get engagement. Chances are it will be less than a funny cat video. Okay, this will be less than funny cat video.

Speaker 1:

So don't let it throw you off. I'm telling you ahead of time so you can go like, oh, dr Una told me about that, right, don't let it throw you off and don't not post because you're like, oh, it doesn't get a lot of engagement, because what do you need If you get 10 eyeballs on there and those 10 people go to watch and two of those people share with 10 of their other friends and those friends share with other friends? Do you see what I'm saying? So don't stop because you're like I didn't get a whole lot of engagement, because chances are you will not. So that brings me to the third thing, okay. So the first thing is inspire people to go consume your content. The second thing is use all your channels and grow your channels, right. And then the third thing is don't quit. When it seems like it's not working, don't quit. So I alluded to it already, right, like, sometimes you're going to post and you may not get as much engagement. Don't be thrown off by it, right? Some of the times you look and it's like, oh, my number of subscribers has plateaued in a way. Don't quit. This is a principle.

Speaker 1:

This is not a religious conversation, but I can't think of how else to tell you this. Okay, so let's just say that you know, one of the stories in the Bible talks about the children of Israel being slaves, and they have been slaves for 430 years. And here comes a deliverer. His name is Moses and there are slaves in Egypt, so he gets them out of Egypt. Okay, and what they had been told was you're going to go to this promised land. Okay, so think of this. I just use this picture so much for my business, I just want you to work with me. Okay, so there were slaves and God had given them a picture of a promised land. Okay, so there are these two extremes, so I start creating content and creates this visibility for my business and and I get more clients and my audience is growing and more opportunities are opening up for me and speaking opportunities, and opportunities to be on boards and all of this stuff. Right, so there's the. You know like oh, you know, we're here. We haven't built it yet, so we're going to build it and it will be the bridge that will take us to this beautiful place.

Speaker 1:

What he didn't tell them in the story is that in between slavery and the promised land is a wilderness. Okay, and so the wilderness doesn't look anything like the promise, but there's no way to the promise without the wilderness, okay, all right. So now that I've given you that context. Let's come back here. It is not unusual for you to say, okay, I'm going to create, I'm going to launch, I'm going to relaunch my YouTube channel or my podcast and all of this. And now I've heard about promoting it. I wasn't really promoting it. Wow, there's so much opportunity, I'm going to start promoting it. Okay, chances are you're going to go through a stretch of wilderness before you get to the promised land. Okay, so this is the deal Don't quit. Every step you take takes you closer to where what you're looking for will happen, but you have to keep going.

Speaker 1:

Okay, now I've shared my story about YouTube, right? Right, our first video that even went like for my channel, right, like viral for my channels probably about 53,000 views or something like this downloads, not downloads views at this point, right, the first video that did that was the 19th video, right? So I want you to think 19 weeks, I'm producing videos every week, getting better and better at it, getting better at my title thumbnails, all of those things pushing going like this is going to be the one till 19. Okay, and we get to 19,. Boom, this explodes. It's like 53,000 views. Okay, it was just like phenomenal.

Speaker 1:

And before that, to put it in context before that, my video that had been on there for two months, the highest, the best performing video before that had 400 views, 400. So 400 to this, right, like 53, 54,000 views, okay. So after the 19th video, what do you think? I thought what I have the formula now, yes, right, okay. And then the next video we never go back to 400. Right, so the next video, does you know a thousand? Some do 2000, some do 3000, 4000. I'm like what in the world? I thought I cracked it, right.

Speaker 1:

So here we are in another version of the wilderness, if you will, right, but we keep pushing, keep pushing, keep pushing. I'm like, worst case scenario, it will take me another 19 videos. Okay, I know math, 19 plus 19 is 38. So I just keep pushing 38, 39, 40, 41. I'm like what? 42, 40. I was like, am I ever going to get back there? 43, 44, 45, not until the 54th video. Do we have another video that's like boom, right, and this video last time I checked it was at 95,000 views, right, okay, so 54. So now all the videos are doing much better, right, like they're not getting back to 90, but now they're doing 4,000, 5,000, 6,000, you know stuff like that, and we keep pushing. Have I had another 90 something thousand video? No, not yet.

Speaker 1:

But this is a deal, in a way. We set it and forget it. Right, and that doesn't mean we don't improve, like every week. I'm trying to get better at titles, trying to get better at thumbnails not creating them, but the thumbnail caption, trying to get better at you know the way I start my video the hook, my calls to action, all of those things, knowing that my job is to keep moving forward and getting better, because I'm on my way Right.

Speaker 1:

And so don't quit, don't quit, don't quit, don't quit, don't quit, promote, promote, promote. Even when you're like man, I've been promoting for five weeks, it doesn't look like the number of views, the number of downloads has changed. Don't stop. The only thing you want to do is you want to reassess. Okay, could I do this better? How could I improve on it? You're asking questions, you're doing all of that, but it's working. We're just going to keep going at it. We're on point, like that kind of standpoint.

Speaker 1:

Okay, so you inspire the people to consume your content, you use all the channels that you have and continue to grow the number of channels you have, and then don't quit when it seems like it's not working. Okay, all right. So what I want you to do is I want you to apply this. I want you to start this right. So your, your YouTube channel, your podcast, your blog I want you to start promoting it. It's great, it's great content. You'll turn people's lives around and I'd be like, oh, I don't know if I'm the expert, yet You're more expert than millions of people, so help them as you become more expert, for want of a better phrase. Okay, but I want you to do this.

Speaker 1:

Okay, and if you're here, we've gotten a lot of feedback from the community and if you're here and you feel like man, I just need help, I just wish I could sit with you know, sit with Dr Una for 60 minutes. Let's just do a deep dive on my content strategy so I can just run with it. If that's something that you're interested in, we did open a few spots for you to be able to do that. So the way that would work is you have a very detailed questionnaire so my team and I can actually audit the channel, and then we can bring you on a one hour call and then we can work through what's working, what looks like it's not working, what we can switch up, answer your questions, all of those things, and so you can be off to the races. And things that maybe it will take you six months to figure out, you can figure out in 60 minutes, right? Okay? So entremdcom, forward slash consult, so that's where you go to fill out the application for that, and that's a no pressure thing, only if that's something that you're looking for. And so here's the deal, right?

Speaker 1:

I believe physicians, we, oh my goodness, especially in this age of misinformation and this age where it is the year of the physician, I want your voice to be out there and to be loud, and your experiences and your expertise and your stories and your strategies and all of that should be out there, because one is that it's such a great way to serve your audience, to serve your clients, to serve your patients, and also the opportunities opens for you are just nuts.

Speaker 1:

It will grow your audience, it will grow your client base, it will grow your referrals, it will make you more referable, it will make you more Googleable, it will open up opportunities that you cannot even plan for. That's how good they are, okay, and I want that to be your experience, and it all comes from turning the mic on talking about what you talk about all day, every day anyway, but with the mic on and with the camera on. Okay, so rooting for every single one of you again. If you need help, entrendycom forward slash consult. But go get this done. Share your wins with me. Can't wait to hear rooting for you always. I'll see you on the next episode.