Kallaway - The Most Valuable Content Training For Business Owners You'll Ever Watch

Kane Kallaway (0:01)

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SPEAKER_2 (0:31)

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Kane Kallaway (0:59)

How would I make a million dollars in one year from zero? You don't have to get more than 25,000 views a video. You don't need a huge following. You just need to monetize a different way.

Mark (1:06)

Kallaway is a creator with billions of views and founder of Sandcastles, a content strategy tool that has printed him millions.

Kane Kallaway (1:13)

The way to make money with content is to have expert level skills. Content is just a vehicle to amplify attention on those skills and monetize around it.

Mark (1:21)

Kallaway shares his screen and live on the podcast, builds out a winning content strategy from scratch.

Kane Kallaway (1:28)

To be honest, this is the whole game. People pay like 10 grand to a strategist for weeks of work and we just did this in 30 minutes.

Mark (1:42)

He's got three separate seven-figure businesses, state to the end, and we're going to go through how to stand out on social media, his AI machine, and ultimately how he makes millions. You're on about a year ago and you said social media has completely changed. Where are we at right now?

Kane Kallaway (1:58)

Yeah. I feel like the environment is bifurcating or diversifying depending on what game you're playing.

Last time, I think the first thing we talked about was the five content games. If you're trying to go for mainstream fame, you're trying to go for category fandom, like you're trying to get brand deals in AI, kind of like my first stuff was, you're trying to sell products, whether it's a commodity product or an explanatory product, or you're trying to accrue authority. It's like the games are, the strategies are different, they're separating. So you really have to be clear on what is your intention, what is the goal you're actually going for, what is your offer, what game you're playing? Does it matter if authority accrues to you or not? Are you trying to go faceless or face? Basically, instead of one strategy or two, there's hundreds now and you can win with any, but you have to pick and align the right strategy to what you're doing. So maybe we can talk through, based on a scenario, how you should attack social media.

Mark (2:49)

I remember very vividly that you were talking about just the media game as a whole, unless you are selling product, is not a good game to play.

Kane Kallaway (2:57)

Yeah.

Mark (2:57)

Has that changed?

Kane Kallaway (2:58)

Well, it's a good game to play if the goal is like, if I want to be famous because of all the things that come with fame, it's a great game to play. But if you're trying to build an empire, you can't play just the media game. You have to have your own products, your own services. You want to build a world outside of just relying on the brand deal stuff. I'm more nuanced now. It's not like good or bad. It's like everything is winnable, everything is good, everything is bad, depending on what you actually want. So you have to get very clear on your end goal and work backwards on the strategy.

Mark (3:27)

How has these kind of AI avatars and these fake accounts and that kind of AI slop, that was something that we thought a year ago was going to be the downfall of creators, given that it would be just so hard to break through. How do you think that has affected the marketplace currently?

Kane Kallaway (3:42)

I do think it's getting harder to break through in certain niches, but it's actually a combination of the AI avatar stuff, but also just like, we'll call it the human avatar stuff. So maybe we could talk about that because I'm actually shocked at how hard the platforms are cracking down on the AI content. Like we're seeing YouTube, if they understand you're using AI content, it's like immediate ban, immediate throttle, Meta is doing the same thing. So all these platforms are like, they're holding the line, interestingly. I thought they were going to be like, any content is good content. If people want it, they want it. And we'll let everything open platform. It's not really looking like that. The platforms are kind of cracking down. So there are some AI avatar driven flows happening, but a lot of people are getting insta-flagged and banned. And so there's less of that. What's actually happening more, which I'm shocked at is there are so many actual humans that are just ripping people's stuff word for word and literally just performing it word for word in every niche. You see this in social media growth, obviously the most, like most of the big niches, there are people just ripping and copying. That has the same kind of effect as like the AI slop. It's this slop layer at the bottom. So maybe we can talk about this, like, I can explain how you get around that and like why people's content is not really working anymore because of that. But like, that's kind of what I'm seeing these two buckets where it's slop on both ends basically.