What’s up everyone,

In this week’s newsletter I’m going to break down why more is better and why you probably aren’t doing enough reps.

You often hear “quality over quantity”  but I think that can be a copout for not putting in the work. Especially in the beginning.

Let me explain.

If you haven’t put in thousands of reps, how can you know what ‘quality’ even is?

If you’ve only created 10, 30 or 50 episodes, how do you know which episodes are high quality?

If you’ve only written 20 posts or created 20 clips, how do you know what’s working and WHY it’s working?

If you spend all week perfecting the perfect clip and it gets 200 views, it’s not enough information to say what’s worked and what’s happened.

So ‘quality’ in the beginning can be interpreted as ‘not putting out enough content to discover what quality even is’.

Here’s my approach:

The Volume + Data Model

If you combine volume of content with deep analytics, it’s literally impossible to lose.

You need to have a big enough dataset to measure and the right strategy to analyse the content.

Here’s how:

1. Instead of comparing 10 podcast episodes, I compare 100.
2. Instead of comparing 30 written posts, I compare 365.
3. Instead of comparing 50 clips, I compared 500.

In the beginning, I put out so much content that I get a ‘feel’ of what’s working and what isn’t.

Each episode you can adjust a variable every so slightly:

Guests, topics, titles, descriptions, clips, CTAs, etc.

You get better by sheer volume because the feedback looper is tighter.

Instead of waiting another two weeks to release another episode, release an episode every 5 days.

You’ll improve without even realising.

Then it’s time for the analysis.

The three major metrics to measure include:

1. Retention Rate

Retention rate will tell you exactly how good your content is.

It’s the percentage of the episode watched by the viewer and starts at 100% and tethers to 0%.

It can increase above 100% if the viewer watches the content multiple times (bonus points).

At Voics, we aim to stay above 50% on all long form content and 80% on all short form content.

This is significantly higher than the industry average.

As mentioned, when you compare 600 pieces of content compared to 60, you get a pretty good idea how good you really are.

2. Watch Time

Watch time is calculated based on views multiplied by duration watched.

This is 10X more significant than ‘views’ on its own.

Uncomfortable truth is that views mean very little if every viewer’s duration is one second before moving on with their life.

We want to hook, retain, and delight, i.e. they stick around and watch more.

3. Click-Through-Rate (CTR)

CTR tells you exactly how good you are at designing thumbnails and writing titles.

This is the very first thing a new user will see.

One decent episode is not enough to tell you this.

However, 100 episodes may be enough.

For example, a 5% CTR means if 100 people saw your episode (on your channel, home feed, recommendations) 5 people clicked on your episode.

Doesn’t sound like much.

However, if you multiply the sample size by 1000, you now have 100,000 seeing your podcast and 5000 people clicking on the episode.

This is the wonderful world of internet content.

Doesn’t mean much with small numbers, but when you scale it becomes insanely powerful.

If you see your CTR declining, it’s time to mix up designs, try new titles and research what’s working best.

TL:DR

1. You can’t create quality without quantity initially
2. Create so much content you have a large dataset
3. Analyse content for retention, watch hours and CTR
4. Repeat the process for as long as it takes

That’s all for today everyone, see you next week internet friends!

Whenever you’re ready, there are 3 ways I can help you:

→Schedule an Introduction Call: Voics is the straightforward podcast agency that creates, markets, and scales your podcast in a “done-for-you” model.

→Podcast Accelerator: Remove the stress, pressure and countless hours of growing a podcast. This comprehensive course will teach you the system I used to grow Kickoff Sessions and record with the sharpest minds in the world.

→Listen to Kickoff Sessions: Learn from 145+ entrepreneurs who have scaled businesses to millions in profit that will help you on your journey.