If you struggle with making content, please watch this.
Vi primeiro no Linkedin, mas uma frase dele no vídeo ressonou forte comigo então fui procurar mais…
and it’s all following the big principle of “share the knowledge, sell the personalization” @08:30
Here are the key takeaways from the video "If you struggle with making content, please watch this" by Caleb Ralston:
- Even Experienced Creators Struggle
The creator, despite producing thousands of videos and leading large content teams, feels pressure and anxiety when making his own content. This includes the fear of being misunderstood, appearing "cringe," and mental fatigue.
- Sustainability Over Hype
Content creation often becomes unsustainable because people start with unrealistic expectations (“I want results like the biggest creators, now!”) but are unprepared for the real investment of time, money, and mental energy needed to succeed.
- Make Content Enjoyable
Many fail because they use formats or methods they don’t enjoy (e.g., vlogging or talking directly to the camera when it feels unnatural). Instead, align content creation with activities you love—for Caleb, this meant filming in cool locations he enjoys, making creation additive to his life rather than a drain.
- The Process Must Fit the Person
Don’t force yourself into content formats or personas that feel wrong. If you’re uncomfortable, try formats (interview, storytelling, etc.) that better suit your style. Avoid pretending to be someone you’re not—it’s unsustainable and won’t last.
- Dealing with Negative Feedback
Being public inevitably leads to criticism. Don’t let either high praise or mean comments dictate your emotional state. Caleb suggests preemptively “calling out” your own flaws to deflate others’ criticism (à la Eminem in 8 Mile).
- Fear of Giving Away Too Much for Free
Even highly successful creators feel anxious about giving away knowledge or value “for nothing.” Caleb found sharing freely led to more opportunities—sometimes turning down guaranteed money opened even better doors.
- Share Knowledge, Sell Personalization
The strategy is to be generous with free, valuable content while focusing on monetizing personalized, one-on-one help or services.
- Authenticity is Key
Avoid playing a character or creating for trends if it doesn’t match who you are. Authentic creators can endure longer and attract more meaningful engagement.
- You Can’t Control the Audience
Once you hit “publish,” you can’t control how people interpret your message or if they act on it. The only control lies in making your content as clear and actionable as possible.
- Pair Content With Action
To boost real-world impact, include downloadable resources, guides, or actions alongside videos to encourage your audience to apply what they learned.
- Keep Going
The journey may not make immediate sense, but skills and opportunities build over time. Stay focused, be persistent, and look for joy in the process.
- Audience Responses Echo the Above
Comments highlight viewers’ appreciation for the video’s authenticity, relatability, high production quality, and the courage to address creative anxiety and doubt head-on.
TL;DR:
- Focus on what you enjoy.
- Set realistic expectations.
- Stay true to yourself.
- Share generously.
- Don’t let fear of judgment or “giving too much away” hold you back.
- Make your process sustainable and additive—not draining—to your life.
Personal Branding Masterclass: From Beginner to Expert in 120 Minutes
Here are the key takeaways from the "Personal Branding Masterclass: From Beginner to Expert in 120 Minutes" featuring Caleb Ralston:
1. Brand Journey Framework
- Caleb breaks down branding into a four-question framework:
- Why are you doing this? (Define your desired outcome.)
- What do you have to be known for to make that outcome happen?
- What do you have to do to be known for those things?
- What do you need to learn to do those things?
- Reverse engineering from outcome to daily actions drives clarity and intentionality.
2. Everyone Has a Personal Brand
- If anyone can talk about you, you have a personal brand—even if you don’t amplify it publicly with content.
- Not everyone should (or needs to) publicly grow their personal brand; it requires resources and isn’t the right move for all.
3. Association is Crucial
- Strategic associations (with people, ideals, industries) help build authority in a niche.
- Being intentional about what and who you associate with—and what you intentionally avoid—is key to shaping perception.
4. Provide Value Relentlessly
- Value simply means usefulness.
- Be known for content and actions that help others get results.
- Associating yourself with value builds leverage and long-term goodwill.
5. Say “No” to Stay True
- Define not only what you want to be known for, but also what you don’t.
- Saying “no” to offers or partnerships that conflict with your ideal outcome preserves your future brand.
6. Focus on Inputs, Not Just Outputs
- Early in brand/content journeys, measure success with inputs: number of posts, episodes, consistent effort—not just likes, followers, or views.
- Set clear, attainable process targets (e.g., 26 episodes in a year) for accountability and momentum.
7. Start Narrow, Then Expand
- Begin in a small, specific niche. Stand out as an expert by going deep rather than broad.
- Gradually expand your content themes as you gain authority and audience trust.
8. Quality vs. Quantity
- Focus on quantity first to gather audience data and signals on what quality looks like for your niche.
- Iterate using the “accordion method”: Start broad, analyze top-performing content, and double down on proven formats/topics.
- For YouTube, a single million-view video is worth more than multiple videos with the same cumulative reach—outlier content brings new audience.
9. Platform-Specific Strategy
- Tailor content for each platform (Instagram, LinkedIn, YouTube, etc.)—approach them with native formats and tone.
- Instagram: Most intimate; behind-the-scenes, raw content thrives.
- LinkedIn: Still more buttoned-up but authenticity and “human-ness” stand out now.
- YouTube: Highest leverage and depth; all content formats stem from here.
10. Build the Right Environment and Team
- Consistency comes from enjoying the process and environment—avoid dread or burnout.
- Hire for bottlenecks (editing, ideation, platform management) as you grow.
- Specialists for each platform typically outperform generalists.
11. Monetization
- Deposit value first, monetize later. Don’t rush to extract revenue.
- The best monetization models involve products/brands you own, rather than brand partnerships—unless the partnership serves your audience well.
- Use paid channels for hard selling; keep organic focused on providing value.
12. Measure Alternative Success
- Track offline signals: who’s reaching out, quality of new relationships, opportunity flow—not just algorithmic numbers.
- Early indicators of success come from the “right people” engaging, not always viral stats.
13. Team & Process Frameworks
- Use clear 30-60-90 day plans for hires, with transparent expectations.
- Best hires will want to exceed, not just meet, your targets.
- Don’t ignore red flags in hiring—rushed or “sold-to-the-team” hires rarely work out.
14. Consistency Is Built, Not Willed
- People quit because they hate their process/environment.
- Find enjoyable rhythms and support systems to sustain quality/quantity over the long term.
15. Lightning Advice & Tools
- On YouTube, invest more effort in idea and pre-production than in editing—no edit can save a bad idea.
- Tools mentioned: One of Ten, Frame.io, Descript, niche platform managers/consultants.
Summary Statement:
Branding and content are long games driven by clarity on purpose, consistent valuable action, intentional association, and adaptability. Systematic inputs, strategic resource allocation, and relentless focus on building meaningful, authentic relationships form the foundation for lasting personal brand success.
How to Build a Personal Brand (Full Course)
Here are the key takeaways from the "How to Build a Personal Brand (Full Course)" by Caleb Ralston as summarized from your current YouTube page:
1. Understand and Define Your Personal Brand
- Your brand exists whether you define it or not. Be intentional: define your desired outcome and associations—what you want people to associate with your name.
- Use the Brand Journey Framework:
- What is your desired outcome?
- What do you want to be known for?
- What actions are necessary to be known for that?
- What must you learn to do those things?
- Be clear about what you do not want to be associated with—this protects and differentiates your brand.
2. Position Your Brand
- Don’t blend in—identify and own your niche or the "gap" in your industry.
- Bring a fresh perspective by questioning what others in your space are doing, and highlight your unique story.
3. Storytelling Is Powerful
- Tell authentic stories: people relate more to your journey—including struggles and failures—than to just your successes.
- Use a simple storytelling framework:
- Hook: Get attention quickly.
- Problem: Present a relatable issue.
- Journey: Show how you overcame it (both wins and losses).
- Lesson: Deliver the takeaway.
- Call to Action: Ask for engagement, not just sales.
4. Build Content Around Your Strengths and Audience
- Choose content mediums that play to your strengths: written, video, audio, or graphic/design.
- Double down on what works: Track your results on each platform, and focus on your most engaging content.
- Repurpose content using the "waterfall distribution method": One long-form piece can become many smaller pieces for other platforms.
5. Platform Strategy & Posting Cadence
- Don’t try to be everywhere at once; prioritize 2–3 platforms where your audience lives.
- Avoid "single-platform risk" by eventually expanding, but focus and master one at a time.
- Consistency trumps perfection—start with a sustainable cadence, then scale.
6. Community-Driven Content
- Shift your mindset from "creator first" to "community first".
- Involve your audience in your process: let community feedback drive new content and ideas, and highlight their wins.
- Create feedback loops, leverage DMs and comments, and make your audience feel heard and involved.
7. Scale Content Smartly
- Don’t just increase content volume—improve the quality and effort per piece, informed by what your audience finds valuable.
- Edit content to be native and contextual to each platform, not just cross-posted.
- Use data to analyze top-performing content and continually iterate and improve.
8. Make It Sustainable
- Build a routine (batching, scheduling) that fits your energy and life rhythm.
- Remove yourself form execution by building a team when possible. Leverage their strengths to multiply your output.
- Maintain a long-term view—avoid burnout by finding what’s genuinely sustainable for you.
9. Monetization Comes After Trust
- Don’t try to monetize too early. Focus first on delivering value and building trust.
- Once trust is established, select a monetization model that fits your brand and audience: services, products (digital or physical), affiliate/sponsorships, memberships, or ad/content monetization.
- Share the knowledge, sell the execution: Give away real value—your audience will still pay to have you implement it for them.
Additional Themes
- Use experimentation and content “hackathons” for innovation, not just comfort.
- Build team culture with transparency, empathy, and by tying individual growth/goals to the bigger mission.
- Track only what will change your actions—ignore vanity analytics.
In short:
Be intentional, authentic, and strategic. Consistently pair your brand with the values and qualities you want to be known for, leverage stories, iterate based on audience feedback, and scale thoughtfully—always focusing on value and trust before monetization.