My Approach To Scalable Content - The Content Accordion | Ep 824
episodePreviously titled “My Approach To Scalable Content - The Content Accordion | Ep 845” — renamed by the publisher on Aug 2, 2026
Transcript
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What is the accordion of content?
So I'm going to call this the accordion of content, all right? And so I get, I'd say, one of the most frequently asked questions I get, and I would say about a third of the people who listen to this podcast, this is me estimating, but about a third of the people who listen to this podcast generate their leads from inbound content. So they're either doing SEO, they're making content on social media, they're making YouTube videos, they're making shorts. Basically, they use organic stuff to attract customers, right? And one of the most common questions that I get about that is quantity versus quality and narrow versus broad. And I do think that I have some pretty developed thoughts on this as I've gone through a lot of iterations for how we create content. And this is especially, I don't know, I feel like I have a lot of context on this because I come as somebody who didn't This isn't the only way that I get customers.
And my experience before acquisition.com and starting the YouTube worlds that I did was not this at all. It was almost the majority direct response, just kind of like paid ads. And so adding in content and kind of branding has been something that I've had to take very like scientifically. And what I mean by that is like it didn't come natural to me. I wasn't like, oh, I just want to make content. Like, first off, I'm not somebody who I don't wake up every day thinking like, man, I want to make content. That's not that's not me. Some people are like that. I'm also not somebody who's like, man, I love attention. I would say that once a month, I'm like, I don't even know if I want to keep doing this. And so, but the many notes that I get from you guys honestly do keep me going.
You know, it's funny because like, I get so much, I get so much, pushback and sometimes hate publicly for like sharing the stuff that I do. And people were like, you're faking your numbers or like this guy's, you know, some guru. And I'm like, I just, I, I just share the stuff because this is what helped me out. And if it doesn't help you, then don't use it. You know? And so I'm definitely not somebody who enjoys the spotlight. And for the vast majority of my career, notwithstanding the last five years, my entire attention was to be rich and unknown. And so it's only in the last five years that that has changed anyways. the accordion of content so i think what might be helpful is kind of walk you through the different seasons of content creation that i've gone through and then kind of explain kind of the concept of the accordion of content so uh in the very beginning i started making content by making facebook lives when those were like a thing um into a group that was for gym owners that was basically the first thing that i did and that was what started the gym secrets podcast
How did Alex Hormozi start his content creation journey?
I would do these lives and then we'd rip off the audio and then put them on this podcast. Right. And that was July of 17. So kind of cool because that was 90 days after I lost everything, which still to this day, I think is like the coolest thing is that like basically from zero all the way to here is documented. Not not always, you know, the prettiest documentation, but it's it's out there. So that was kind of that was honestly, I did that for like, two and a half, three years before I did anything else. Then I want to say in 2020, 20 is either very late 2019 or 2020. Nope, it's 2020. It's 2020. I'm almost positive 2020. I decided that I thought YouTube was a good idea. And so I went to a vendor and he said, just do your normal podcasts, but I'll just post them on YouTube.
And so he would just trim them, which I found out what the difference between trimming and editing was much later. But I thought he was editing. He was actually just trimming them, which just means taking out the oohs and aahs and whatever craziness that I say.
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Chapters
6 chapters
1
What is the accordion of content?
0:21–3:03
2
How did Alex Hormozi start his content creation journey?
3:03–8:35
3
What role does quantity versus quality play in content creation?
8:35–9:54
4
How to optimize the amount of content you should create?
9:54–14:18
5
How does topic choice affect content reach and sales?
14:18–16:07
6
Why does broad versus narrow content matter?
16:07–23:44