Building a B2B Media Empire with Philip Ruffini

Welcome to our seventh edition of "Uploading" Podcast, where we go behind the scenes with creators to learn about content strategy, creation, production, distribution, growth, platforms, tools, and more.

Each week, we'll shoot over 2 valuable ideas and 1 key learning from our weekly podcast that might just change the way you see your content game.

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Your Uploading co-hosts
Blaine Bolus & Ramon Berrios

THIS WEEK’S EPISODE

In this episode of Uploading, we’re joined by Philip Ruffini. He is the Head of Media at Rupa Health. Rupa simplifies the process of ordering specialty lab work for healthcare practitioners.

He didn’t start there though.

Philip used to work at Microsoft as a Product Manager.

"The most miserable thing I’ve ever done” - Philip said.

So he decided to build a startup that didn’t work the way he planned. And so he spent a year and a half doing growth consulting for tech companies.

Doing this he realized: 

Companies are terrible at organic content. 

He decided to build a short-form video agency that did over 100 million views and got to $57K MRR in 4 months. 

And realized he didn’t like having an agency and shut it down to join Rupa Health.

Join us as we explore:

• The importance of SOPs to scale your content. 

• Hiring your first VA.

• and more!

2 IDEAS FROM THE PODCAST

The importance of SOPs to scale content.

Philip and his team upload hundreds of pieces of content per month for Rupa Health with a small team. 

Here’s a rundown of his team structure, workflows, and processes for YouTube:

His team:

• 10 doctors who record videos on medical topics.

• 6 full-time video editors.

• 2 Community Managers.

Here’s how they do it - Step by Step

1. The doctors pick a topic they like, and record a video around it.
   

2. Philip downloads the videos. He adds studio sound effects and uploads them to Dropbox. He then adds the Dropbox link to Notion with the Video Title and Thumbnail Idea.
   

3. Video editors then take the video from Notion and start editing. It will take them about 2 weeks to complete.
   

4. Philip then reviews every video and gives feedback on each one with a loom video. Two editors review and fix these videos to make sure they are perfect.

Once the content is ready, they send it to the community managers for posting.

(He will never use any scheduling tools, It hurts engagement)

Hiring your first VA

During the podcast, Ramon asked:

“What is the first thing you should delegate when you hire a VA as a content creator? 

→ Focus on one task at a time. 

Let’s say you have a podcast and hired your first VA. What would you want them to do?

A bunch of stuff.

Right?

Philip would suggest otherwise. (At least at the beginning)

If you throw a bunch of tasks at your VA with little to no explanation on how to do them, you'll end up frustrated.

"It's a waste of money"

"This isn't what I asked for" (We've all been there)

"How can my VA take so long to do this?"

Here's a friendly reminder: Your VA can't read your mind.

You've got to work with him at the beginning. Give your VA clear and articulate SOPs, looms and examples on how to do that task. 

Take time to give feedback, and train them like you would train a full-time employee.

Your VA did something wrong?

→ Be specific on how to improve that. 

Once your VA has mastered that task, give them the next one.

And repeat the process.

1 KEY LEARNING

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