jeremy dupont, content as an insurance policy

Summary

second marathon episode. long sit-down with Jeremy DuPont on content, personal brand, and why the next 5 years rewards whoever takes content seriously now.

the through-line: content creation has stopped being a nice-to-have. by 2025 it has to be well-produced, well-planned, and treated like its own business. low-effort posting is dead. so is hoping the algorithm rescues you.

four ideas Jeremy and I keep coming back to:

1. personal brand is the insurance policy against AI and market shifts. it’s the one asset that doesn’t get commoditized.

2. content has to be planned as a sub-business with its own systems, calendar, and accountability, not bolted on as a hobby.

3. high-quality flagship pieces get repurposed across every channel. one core piece, ten outputs.

4. a morning routine isn’t a productivity hack, it’s the only way you protect the creative window before the rest of the business eats it.

we also get into offsite planning retreats, why we both do them, and why they’re worth the cost of pulling out of the day-to-day for 2 to 3 days.

Transcript

introduction to Jeremy dupont and the importance of content in business today

The most impactful business is the business that genuinely improves another human, a better human business. And to grow a business like this, you have to continually improve yourself. This podcast is a documentation of that thesis, scaling businesses and also personal growth. My goal is for you to shortcut this journey.

discussion on the non-negotiable nature of content for business owners

So if you’re ready to try hard, subscribe. If you like what you’re hearing, please share and enjoy. All right, man, let’s get going. So welcome. You know, we were talking before we started about content, and now we’re creating content. And I just feel like we’re like, that’s the world we live in. I think you could be like a barber down the street and you have to create content.

insights into personal branding and its impact on business operations

But everyone, this is Jeremy DuPont. We have worked together for quite a while. And now we have a business partnership doing awesome things. But I want to have him on here, man, because you just have an interesting story. And I think that we could dive into a lot of different things. But let’s just start with content.

the need for high-quality content and strategic content repurposing

I mean, I want to kind of zoom out, not just to like your experience, but like, what are your thoughts on the creation of content and business these days? Because I’m actually getting that question a lot, even from people who are not in our niche or like what we do. They’re just like, like I’m talking about like pastors and like people who run like, you know, e-commerce companies, they’re just like, what’s your view of this?

the future of content creation and its role as an insurance policy in business

And I know you have that high level marketing view too, like, what do you think about content right now? It’s just like a non-negotiable now. Like if you run a business, you need to be doing content. I think like, you know, I started a physical therapy clinic in 2021. And I think back then it was like, you could like, maybe you’re posting a little bit, but your main like source of marketing was like getting out into the community and just, you know, meeting people.

That’s how you drove a lot more of the leads. But yeah, I think like any business owner that I’m talking to, especially like the PT clinic owners that we’re working with, I’m kind of telling them like, hey, listen, like 2025, you need to double down on your content and it needs to be like well-produced.

You need to think about hooks and you need to think about the content that you’re doing and you really need to like have this system dialed in. It’s no longer like, I’m just going to shoot a couple of Instagram videos today and put it up there. So I think like for your business, I think it’s a must and a lot of like the higher level business owners that we work with that are a little bit bigger in size, I’ve been talking to them a lot too about like personal brand as well.

Because I think like if you, if a clinic owner or a business owner just in general, if they, like the more they lean into their personal brand, the more that, the better their actual business is going to function as well. Because people are going to, and like on your personal brand, you can do a little bit more behind the scenes stuff.

You can talk a little bit more about like the day-to-day and you know, it’s not as curated content as for what your actual business has. But I think now even like again in 2025, I think having that personal brand is just a must now for business owners. Yeah. I don’t see anyone getting away with not doing it at this point.

And I used to have that, this mindset of like, well, I don’t want the business to have to depend on me. You know, I want the business to stand on its own. And I don’t know if that was an excuse or an actual like good thought at the time. But from what I’ve seen, you, it doesn’t really matter. Like the business can be about you, but then the business can also be about the business.

Like you can remove yourself and the business can still like go on and like do great things. It doesn’t mean like you have to, have to be there. So I think content is, like you said, it’s, it’s a must. And like Kate on our team at PTBiz, she watched some video recently from Gary Vee and he was saying a lot of the same things.

Like it has to, you just have to do it. And like also the quality, like the quality has to be good. You can’t get away with these like crappy videos like you’re saying. And you know, I think you and I both kind of got into this stuff this year in all honesty. Like I, I haven’t been real intentional with my personal brand.

Like I had some people following me on Instagram just from like running digital businesses for over a decade. People found me, but they were like, Oh, this guy doesn’t post anything. You know, I think I went, I think in 2022 I posted one in 2023 and four, I posted like, or in 2023 I posted another thing on Instagram as like one or two posts.

And then 2024 is where I, I actually got consistent. I think that’s kind of where you have kind of picked up as well. So like, what have you found in like the repetition, the hamster wheel, man? Like, you know, it’s, it’s, it’s a, it’s a blessing and a curse, right? Like how have you found creating content?

Yeah, I’ve like, I’ve had to, cause I struggled with it to be totally honest with you is really hard to fit into my day. And just like, um, like even just, I realized like, like you said, like the, the quality had to be there and I wasn’t just going to post stuff just to post it. So I really, I started thinking about like my content as like almost like a, like a sub business within what we’re doing here.

And just like, all right, like, you know, every month, like when I’m like monthly planning for the business, like part of that planning is also on the content side of things now too. And, you know, I think it’s, you know, and again, it’s no longer just like posting a couple of Instagram posts either.

It’s, you know, how am I repurposing this content from, from my newsletter to Instagram to podcast form to, you know, I think like, uh, you know, medium and long form YouTube videos are going to become really, really popular in, in 2025 if not already. And, you know, if you’re not actually like planning that stuff out, it’s really hard to execute.

And then you’re just going to put shit content out. If you’re not actually doing that, you’re going to be just trying to film things really, really quickly. So again, I’ve started planning it like my actual business now. And I think that like, again, successful business owners have to have to think of their content as, you know, part of your business and you have to plan it that way.

Yeah. I’ve been describing it to people as an insurance policy. Um, and I never want that to come off the wrong way. It’s like, we don’t, it’s not so much like, uh, you know, we’re business partners. I have business partners in other companies. It’s not like my insurance policy against business partners.

It’s my insurance policy for market shifts. You know, it’s like, what if something like drastically changes, like, especially with AI right now, like we have no idea. Like I, I have theories on what, uh, industries that will affect more than others. And I’ve read up on it to some degree. But like, at the same time, I’m like, yeah, but if you have a massive personal brand, you could probably pivot to whatever you other project you have or other thing you’re interested in and do well, but you have to have that brand to be able to do it.

Because if you have AI come slap you in the face and take away your whole business, like where are you going to go? Like, you know, especially if your whole business was built on not having a personal brand. Um, and so I think, I think that’s really important.

Try harder.