The Content Capitalists Is Back. Here's What's Changing.

The Content Capitalists is back, and it's better. New episodes every Monday, and a real shift worth telling you about.

But first, let me explain.

I started this show to crack one question: how do you make a million dollars a year off the back of content? For 130-plus episodes I chased it with people actually doing it, operators like Dan Martell, Hala Taha, Taki Moore, and Anik Singal.

But here's what kept happening. People stopped asking about my guests and started asking about me. What am I teaching the clients paying me thousands a month? What's working right now? So that's exactly what you're getting. A lot more of me, handing you what I'm testing, teaching, and changing my mind about in real time.

This chapter is built for coaches and experts. Your problem was never a lack of information. It's trust. And trust is exactly what the right content builds. That's what we're digging into every single week.

Hit follow so every Monday's episode lands in your feed, then dive straight into the first solo episode. Let's go.

Note: A lot of this connects to what I publish on YouTube, where these ideas get the full visual breakdown. Search Ken Okazaki, or find me at @kenokazaki on YouTube and Instagram.

Follow Ken Okazaki at:
https://www.youtube.com/c/KenOkazaki
https://www.instagram.com/kenokazaki/
https://podcasts.apple.com/gb/podcast/the-content-capitalists-with-ken-okazaki/id1634328251
https://open.spotify.com/show/09IzKghscecbI7jPDVBJTw

Chapters:

00:00 – The Show Is Back, and It's Different
00:14 – Why I Started The Content Capitalists
05:08 – The Pivot: More Me, Fewer Interviews
08:34 – Who This Is For Now: Coaches and Trust

Transcript

[00:00:00] The Content Capitalist podcast is back, and we're putting out new episodes every Monday. Yes, it's been a while. The podcast disappeared for a bit, but it didn't die. It just needed a break, and now a new pivot. I'm gonna explain all about that in this short episode.

[00:00:14] So before I get into what's changing, let me back up a bit. The reason I started The Content Capitalist in the first place was because I was frustrated. I was listening to a lot of interviews on other people's podcasts, and they had a lot of experts there, and I'm putting up air quotes here, like experts.

[00:00:30] You know what I mean, right? Influencers, marketing experts, marketing people, people giving very confident advice into very expensive microphones, and some of it sounded really good. It sounded really smart, and some of it sounded like, you know, these are people who had the Midas touch. Everything they touched turned to gold.

[00:00:46] But as I'm listening, my bullshit detector is kind of active, right? And I'm wondering in my own head, is this actually valid? Is what they're saying true? Has this person actually done what they're teaching, or are they just really good at sounding good? Because the Internet's full of people teaching things that they've never actually done for themselves.

[00:01:04] Mm-hmm. It's sad but true. And once you notice it, It gets very annoying. You can't unsee it. You can't unhear it. So when I created my podcast, I wanted to create a filter so that there is some credibility, some authority behind everything I'm doing. And it was super simple. I wanted to answer one question: how do you make a million dollars a year off the back of content?

[00:01:25] Simple, right? That was it. It wasn't about how do you go viral, not how do you get more friends on Facebook, not how do you point at text on your f- phone and, and, you know, do a TikTok. I wanted to know actually how do people actually use content to make money, real money, real business, real clients, and real opportunities.

[00:01:40] And here's the catchphrase I settled on: There are as many ways to make a million dollars with content as there are people doing it. That's the whole idea.

[00:01:48] So the best way to break down how do you make a million dollars a year with content is actually talk to the people who are doing it. So on the old version of the podcast, I'd only interview people who are making at least a million dollars a year and who are using content as a real part of how they built their business.

[00:02:04] And we did that. I got to sit down with cool people like Dan Martell, Hala Taha, Taki Moore, Anik Singal, Tony Whatley, and a lot of other really sharp operators and creators. So I did this for 130-plus episodes, two and a half years, every single week. These conversations were fun, but more than that, I think they were useful 

[00:02:23] Because I wasn't trying to ask the usual podcast questions. I didn't really care what app they use to manage their tasks. I didn't need a 12-minute answer about what's their morning routine, how do they get motivated. Here's why I wanted to know. Number one, how does your content make money? Number two, how does a stranger become a follower?

[00:02:39] Number three, how does a follower become a lead? And lastly, number five, how does a lead become a client? And if they can answer those questions and it adds up to a million dollars, then I, I wanted them on the show. And I also asked them, like, what are they seeing online that makes them trust you enough to buy?

[00:02:57] What are their prospects seeing? That was the interesting part. That was the part I wanted to get to. And if you haven't listened to the older episodes, I really do recommend going back. They still hold up. They're still entertaining. They're still fun. Uh, I gotta be honest, sometimes I felt like when I listen to my voice , the energy is not where it needs to be, but, uh, I intend to improve on that.

[00:03:18] Now, the tactics they share, a lot of them do expire, then the platforms change, and algorithms are super fickle, right? But- Most of the content in the podcast that I interviewed, those were about principles, and principles stay. And here are the principles: trust still matters a million percent. Authority still matters a million percent.

[00:03:38] Positioning still matters a million percent. And being able to explain what you do to prospects in a way that makes someone say, "Oh, I need that," that still matters. That's fire.let me be honest. I had an ulterior motive. the podcast had two goals, not just one.

[00:03:55] The first one was learning. I wanted to learn from people who are hard to get access to, the ones who are making at least a million dollars a year. some of them are making, you know, tens of millions. Now, there was one guy I remember, Jim Penman, he was making $400 million a year. I wanted to learn from them, and it's not easy to get access, so if I had a, a podcast with an audience, then it's easier to get a yes.

[00:04:14] So that was it, right? That's what I wanted. I wanted to bring you into the conversation so that I could get them to share. But I had a second goal. I wanted to build relationships. Now, the podcast helped me to meet a lot of incredible people, and a lot of the guests who were on the show were actually my clients at the time.

[00:04:31] And a lot of them, after the interview, they wanted to know more about me, and they became my clients later. Some of them are still my friends today. Some of them are referral sources, or some of them are people who I was just really grateful to get to know and spend that one or two hours with. And that taught me something important Content is not just content.

[00:04:50] When it's done properly, content creates success. It gives you a reason to have conversations you otherwise wouldn't get to have. It builds trust before the sales conversation ever happens. It opens doors without you having to bang on them like you're a desperate ex-girlfriend or something. So 

[00:05:08] Everything I just explained, that was version one of The Content Capitalist, and I'm proud of it, but now the show has to change. Over the years, people have asked me a different type of question. They'd say, "Ken, I like the interviews, they're fun, but what do you think? What are you doing with your own content, besides the podcast," right?

[00:05:28] "What are you teaching your clients, the ones paying you thousands of dollars per month? What's working right now? What are you seeing behind the scenes?" And those are good questions, fair enough. So for a long time, I used the podcast to learn from other experts. Now I want to use it to share what I've been learning myself.

[00:05:47] I'm not saying that from the sidelines. I got started with content in a previous business where we were doing multiple millions of dollars per month in revenue running large-scale personal development events in Japan. Now, how much profit we made, that's a different story, and we'll get into that later.

[00:06:01] But we're doing millions of dollars per month in revenue. Video marketing was one of the main ways we filled those rooms. I would run ads, and that was resulting in millions per month. This is not theory. This is actual butts in seats in these arenas in Japan. I was selling tickets. I was collecting revenue before the event, during the event, and after the event.

[00:06:21] Now, here's something else I did. I built and exited a business for multiple seven figures around the end of last year, and that was called Goldbox Studio, if you don't know. I also built a content creation agency in 2017, so it's nine years, almost 10 years I've been running this thing. I understand a thing or two about content creation.

[00:06:38] And what I've seen is that trends come and go, right? I see people get really excited about things that disappear six months later, and that's okay. And another thing I've noticed is that what you don't need is another hack, right?

[00:06:52] What everybody needs is a clearer, sharper message, a better system for generating the content so they don't burn out, and to stop making content like they're trying to impress people who also don't have clients. you're impressing the wrong kind of people is what I'm trying to say.

[00:07:06] About a year ago, I launched a content coaching program for business owners to help them learn how to do content properly to attract real clients into their business. This is not just basic stuff like post more videos, make prettier videos, uh, add AI-generated captions, and then ex- you know, fire and forget and expect it to go viral.

[00:07:24] I mean to build real authority, the kind of thing that actually takes time. It's not as sexy, but here's what it does. It attracts leads, it creates trust, and it turns your social media into something that actually brings clients in the door. So that's the shift that I've been making. Now, in the podcast, 

[00:07:42] Will there be interviews? Yes, from time to time there will be. I still love a good connection, and if you think you wanna be on the show, then hit me up. Let's talk and let's see if we're a good fit. But you're gonna be hearing a lot more from me directly, kinda like this episode right now. What am I testing in my own business with my clients?

[00:07:58] What am I teaching? What am I experimenting with? What am I seeing working with my clients? Uh, what's over-hyped, right? What am I changing my mind about? What's my philosophy? What's my perspective on these certain principles in business when it comes to content? Here's what people don't need, and what I think you don't want is me just talking about all the wins and how great I am.

[00:08:19] That's not what this is gonna be about. That's boring. I'd rather talk about the moments where something actually didn't work out so well. Maybe I'll break down why it didn't work and what I learned from it, Because that's probably the most memorable lessons, the ones that are actually useful.

[00:08:34] So the old Content Capitalists podcast was pretty broad. I interviewed creators, agency owners, service providers, coaches, consultants, entrepreneurs from all kinds of industries, as long as they were content creators and making at least a million dollars per year. This next version, from today on, is gonna focus much more on coaches and expert-based businesses, because coaches have a very specific problem that they need solved.

[00:09:02] Here's, here's what's happening. You're not just selling information. Information is everywhere, and it's free, and AI is gonna serve it up, for you on a silver platter. People are drowning in information. There's too much. They have saved posts that they're never gonna read. Am I right? Courses that you bought and never finished.

[00:09:18] Am I right? You got Notion dashboards that looked amazing when you built it, and then three days later, you forgot about it and never used it again. So more information is not the answer. For coaches, content has to do something deeper. It's got to build trust. It has to show how you think.

[00:09:36] It has to help people understand their problem differently. It has to make someone feel like, "This person gets me, and I think they can help." That's the content I care about, not the content that just fills a calendar, not the content that goes viral in a random country in the world where your ideal audience is not.

[00:09:53] For example, I went viral a few times in India, and I have zero clients from India. Not content that makes you look busy, content that makes you trusted. That's what you want. Content that creates conversations, content that makes the right people move closer to working with you and choosing you.

[00:10:12] That's what we're gonna talk about. Also, a lot of what you'll hear on this podcast will connect to what I'm publishing on YouTube. Sometimes I'm gonna be drawing and breaking down diagrams, frameworks, funnels, and really cool visual models. So if you're listening to an episode on here and you think, "Gosh, I wish I could actually see what he's talking about," go to YouTube.

[00:10:31] Search Ken Okazaki, or my handle is actually @kenokazaki, and it's the same handle on Instagram YouTube is where you're gonna get the longer 20-ish minutes videos with the visual breakdowns and the models, and Instagram is where I'm gonna be sharing shorter clips, examples behind the scenes, and probably a few things that I'm experimenting with on any particular day.

[00:10:53] Uh, it's gonna be fun. It might look random, um, but what I promise you is that there will be content daily on Instagram, and on YouTube, it's gonna come weekly. The podcast that you're listening to right now, the audio version, is where I'm gonna go deeper. My goal with this next chapter is super simple. If you're not ready to work with me, which 99% of the people listening are not, I still want this to help you.

[00:11:17] I want you to be able to listen to this, to take my ideas, and then apply what makes sense, and then start getting results before you ever pay me a dollar or a yen. And if one day it makes sense to work together, great. I look forward to it. But until then, I want this show to be useful on its own. I want it to help you think more clearly about your message, create content with more intention, build real authority, and turn what you know into something people can see, trust, and then act on.

[00:11:50] So, The Content Capitalist is officially back. New episodes are out every Monday, and if you listened before, welcome back. I'm genuinely glad you're here listening again. If you're brand new to this, this is a great time to jump in. Subscribe wherever you listen to podcasts. You can find The Content Capitalist on Apple Podcasts, Spotify, YouTube Music, and all the major podcast platforms.

[00:12:12] And follow me on YouTube and Instagram at, @kenokazaki, K-E-N O-K-A-Z-A-K-I. The Content Capitalist started with one simple question: How do you make a million dollars a year off the back of content? And that question still matters, but now we're gonna go deeper. How do you turn your message into authority? How do you turn authority into trust?

[00:12:35] And finally, how do you turn trust into paying clients? And that's what we're gonna explore every Monday. Welcome back to The Content Capitalists.