Creator Playbooks

Get a breakdown of Jordan’s content engineering frameworks in my free newsletter: https://bit.ly/4pLrw4dApply to work with me: https://bit.ly/3MsFlWeJordan Schwarzenberger is the manager behind The Sidemen — one of the biggest creator groups on the planet, with over 10 billion views and a content empire that extends into restaurants, vodka brands, trading cards, a membership platform, and more. In this episode, Jordan breaks down the systems, strategies, and business models behind The Sidemen’s explosive rise.We cover how The Sidemen built a 2-billion-views-per-year YouTube machine, the real economics behind content businesses, the future of creators, how to think commercially about your channel, why most creators are stuck, and why the next era of content isn’t production — it’s engineering. This is one of the most detailed creator masterclasses ever recorded.Listen on Your Podcast Player: https://podcasters.spotify.com/pod/show/creatorplaybooksFollow Callum on socials:Instagram – https://www.instagram.com/thecallumcTikTok – https://www.tiktok.com/@heycallumX – https://x.com/mcdonnellcallumLinkedIn – https://www.linkedin.com/in/callummcdonnellProduced by 7xContent – make your own Podcast with us: https://www.7xcontent.comFollow Jordan:Instagram – https://www.instagram.com/jordanschwarzLinkedIn – https://www.linkedin.com/in/jordanschwarzenbergerWebsite – https://www.jordanschwarz.comTimestamps:0:00 – Introduction: The next era is content engineering1:37 – When Jordan realised creators were different5:04 – Why YouTube is the engine room of the creator economy8:41 – Anyone can win on YouTube: the democratization of reach9:49 – How Jordan first identified the opportunity with The Sidemen12:20 – Building the business: the original strategy & 15 focus areas14:13 – Alcohol brand, restaurant, trading cards & Side+ — choosing what to build17:20 – Launching Sides, XIX Vodka & Best Cereal — the real challenges22:20 – Why Side+ (membership) is their most successful business23:48 – The economics of creator brands & realistic conversion rates28:40 – Joint ventures, partnerships & structuring creator businesses33:46 – Long-term thinking: why creators won’t see returns for years36:11 – Diversifying creator income & building financial resilience41:05 – Why most UK creators are stuck — and the algorithm trap43:21 – How to think commercially: audiences, niches & advertising lanes47:15 – Why YouTube should be your primary platform49:59 – Do creators need managers? (Jordan’s honest take)53:47 – High-volume content, storytelling & what makes content “good”55:58 – The three S’s: Stop, Stay, Satisfy — Jordan’s content framework1:01:34 – The importance of analysing content like an engineer1:03:29 – The monoculture collapse & how algorithms changed everything1:08:07 – Instagram vs TikTok vs YouTube: where the real value is1:13:37 – Why traditional TV talent struggle to transition to YouTube1:17:55 – Final insights + why we’re still early in the creator wave

Discover the common pitfalls that hold creators back, from the importance of setting clear, measurable goals to the value of low-view content. Learn how to treat your content creation as a systematic process, build a memorable brand through consistency, and shine a spotlight on others to generate interest. Get insights on tracking only the metrics that matter, and choosing the right platforms that align with your goals. This discussion is packed with practical advice that can save creators time and frustration in their journey.

Ben Branson, the visionary founder of Seedlip, revolutionized the beverage industry with the world's first non-alcoholic spirit. In this conversation, he shares his journey, starting from kitchen experiments that revealed a gap in mature non-alcoholic options. He discusses the strategic decisions that fueled rapid growth, including partnerships with prestigious bars and leveraging storytelling in branding. Ben also dives into his new ventures focused on sustainability and neurodiversity, showcasing how his experiences shape his innovative approach.

Caleb Ralston, a strategist known for elevating personal brands like Gary Vee and Alex Hormozi, unveils his secrets to successful branding. He shares his four-step brand journey framework and the common pitfalls creators face when building an audience. Caleb emphasizes the importance of having a contrarian viewpoint and focusing on strategic content that solves specific customer problems. He advocates for giving value before monetization and tracking actionable metrics to drive business outcomes, making this a must-listen for aspiring creators.

Marisa Poster, co-founder of PerfectTed, takes us on her journey from struggling to find matcha to establishing Europe's fastest-growing matcha brand. She shares insights on the pivotal Kickstarter moment that changed everything and her strategic pitch on Dragons' Den, where she gained crucial backing from Steven Bartlett. Marisa discusses innovative marketing tactics, the importance of product quality, and using office sampling to secure retail deals. With a focus on bold branding and customer-driven product development, she offers invaluable lessons for aspiring entrepreneurs.

Saf Mohammed, a YouTube strategist and founder of Talking Heads, shares insights from his journey editing for Ali Abdaal to creating his own agency. He discusses building scalable content systems and the importance of hooks that captivate audiences. Saf also dives into YouTube metrics that matter, touching on retention strategies and the significance of consistent publishing. Plus, he reflects on AI's impact on content creation and how YouTube can serve as a powerful lead generation tool for brands.

Rich Willan, Head of Content at ZOE, shares how he propelled the health brand's podcast to become the UK's most shared, significantly driving sales. He discusses the importance of creating engaging content, the role of expert voices in enhancing brand trust, and how podcasts can boost brand value profoundly. Rich emphasizes the need for continuous improvement and optimization in podcasting and explores innovative strategies for maximizing audience engagement. His insights on balancing long-form and short-form content are invaluable for creators aiming for growth.

Jodie Cook, a bestselling author and entrepreneur, shares her unique insights as a nomadic founder of an AI coaching company. She discusses nine productivity principles to enhance daily efficiency and reveals the secrets behind maintaining content consistency without burnout. Jodie reflects on her transition from agency owner to author, emphasizing intentional goal-setting and the importance of meaningful connections. Her experiences highlight how structured systems can drive personal and professional growth, inspiring listeners to unlock their full potential.

In this discussion, Ben Warburton, an award-winning director and DOP, shares his expertise on creating the ultimate podcast setup for any budget, from $1K to $100K. He dives into the world of cameras, lighting, and audio, revealing gear that’s worth the investment and what to avoid. The conversation also explores effective camera angles for engaging visuals, the importance of design in establishing a podcast's identity, and striking a balance between authenticity and content engagement. A must-listen for aspiring podcasters!

Tobias Allen, the former marketing director at Acquisition.com, shares insights from his experience working with Alex and Leila Hormozi. He reveals seven timeless marketing principles crucial for entrepreneurs. Topics include the power of attention capture, crafting irresistible offers using the 'MAN' formula, and the importance of targeting the right audience over mere view counts. Tobias emphasizes genuine connections over ego, advocating for effective strategies that prioritize authenticity and meaningful engagement in marketing.