Jeff Bullas

Good question.

Short Answer: RPM is the more important metric for you to track. It represents your actual earnings per 1,000 views after YouTube takes its cut and includes all your monetisation sources.

Focusing on the types of content you create is the most effective way to optimise this key metric for revenue growth.

CPM, or Cost Per Mille, is an advertiser-focused metric; it’s the amount advertisers pay per 1,000 ad impressions on the platform before YouTube’s revenue share is deducted. RPM, or Revenue Per Mille, is the creator-focused metric that matters most to your bottom line. It shows your total revenue from all sources—including ads, channel memberships, and Super Thanks—after YouTube’s cut, divided by your total number of views. To increase your RPM, you should analyse your content strategy. Firstly, videos longer than eight minutes that can accommodate mid-roll ads tend to have a higher RPM than shorter videos. Secondly, content that appeals to demographics in high-value locations or covers lucrative topics like finance and technology will attract higher-paying ads, directly boosting your RPM. Finally, creating content formats that build a strong community, like regular live streams or exclusive member videos, will encourage viewers to support you through other revenue streams, increasing your overall RPM beyond just ad performance.

Cheers,

Jeff

Your observation reflects the experience of most users on the platform.

Short Answer: For the most part, no, they are not broadly relevant for content distribution. However, a select few actively-moderated, niche groups remain highly valuable for genuine discussion.

The strategic approach for 2025 is to stop thinking of groups as a broadcast channel and start treating them as private boardrooms.

First, you must be extremely selective, as the signal of a worthwhile group is active moderation. Before joining, check the recent feed for promotional posts; if it’s full of spammy video links or low-effort blog posts, it is not worth your time. The value has concentrated in the one per cent of groups that are properly managed. Second, you must change your content format to suit the context. The main feed is for polished, broadcast-style content, but a good group is for text-based, conversational engagement. Use them to ask specific questions or share a challenge to get genuine feedback, not to drop a link to your latest article. Third, the real value is in the member list. Use the group as a pre-vetted pool of professionals to build deeper, one-on-one connections with, making your outreach far warmer than a cold approach.

Cheers,

Jeff

A fundamental question. Mastering how your email appears in the inbox is the first step to a successful campaign.

Brief Answer: The subject line is the bolded, primary headline of an email in the inbox. The preview text is the secondary line of text that appears next to or underneath it, offering an additional summary or hook to encourage an open.

You should think of them not as two separate things, but as a one-two punch of text designed to work together to earn the reader’s click.

The subject line has one job: to grab attention and clearly state the email’s main purpose. It should be concise and compelling, answering the reader’s immediate question, “What is this email about?”. Whether the email contains text, images, or a link to a new video, the subject line must accurately set that expectation.

The preview text, sometimes called a preheader, is the supporting subtitle. Its job is to build on the subject line, not repeat it. It should provide extra context, create a sense of urgency, or reveal a key benefit. It answers the reader’s follow-up question, “Why should I open this now?”.

Here’s how they work together. A subject line might be “Our Mid-Year Review is Here”. The preview text could then be, “Find out which trends are set to dominate the next six months.” The subject announces the ‘what’, and the preview text provides the compelling ‘why’.

A common mistake is forgetting to set a specific preview text. When you don’t, email clients will automatically pull in the first line of text from your email body, which can often be unhelpful text like “View this email in your browser…” or image alt text. This wastes a valuable opportunity to convince someone to open your email.

Cheers,
Jeff

That’s the million-dollar question for anyone serious about lead generation on this platform.

Short Answer: Yes, it is worth the money, but only if you have a high-value service and a disciplined process for using it daily. It’s a professional tool that rewards professional effort.

A useful way to think about it is that Sales Navigator provides the map, but you still have to drive the car.

First, its primary power is in its advanced search and list-building capabilities. You can filter for leads with a precision that is impossible on the standard platform, identifying key decision-makers in specific industries and locations, which can be invaluable.

Second, you must consider the value of your client deals. If landing a single new client pays for the annual subscription several times over, then the investment is a calculated business expense, not just a cost.

Third, and this is the most critical point, the tool only helps you find the right people; it does not engage them for you. Your success will still depend entirely on the quality of your profile and the content you create. You must use the insights from Sales Navigator to share relevant text articles, targeted video messages, or custom case studies with the leads you identify. Without compelling content formats to support your outreach, the tool’s potential is wasted.

Cheers,

Jeff.

Good question; breaking it down into manageable parts is the right approach.

Short Answer: A proper SEO audit involves systematically reviewing your website’s technical health, analysing the quality of your text and image content, and assessing your backlink profile to find opportunities for improvement.

Think of it as a comprehensive health check-up for your site’s visibility on search engines.

The process doesn’t have to be overwhelming if you focus on the core pillars.

First, you examine the technical aspects, which is about ensuring search engines can effectively crawl and index your site’s content without running into dead ends or slow-loading pages.

Second, you audit your on-page elements by analysing your written text, blog posts, and product descriptions to ensure they are high-quality, relevant to what your audience is searching for, and properly structured with clear headings.

Third, you must evaluate your site’s backlink profile, which involves analysing the quality and relevance of other websites that link to your text content and images, as this is a key indicator of your site’s authority.

Running through these core areas will give you a solid foundation and a clear action plan. For a step-by-step guide on how to approach this, you can use the detailed checklist at https://www.jeffbullas.com/seo-audit/.

Cheers,
Jeff

That’s a sharp observation; spotting this issue is the first step to fixing it.

Short Answer: You solve keyword cannibalisation by either merging the competing text content into one authoritative page or by re-optimising the weaker pages to target different, more specific keywords.

Essentially, you need to send a clear signal to search engines about which single page is the most important for that main topic.

Your instinct is right, and there are a few ways to sort this out without losing the value of your existing content.

The first and often best strategy is to merge the weaker text into a single, comprehensive article; create one definitive pillar page that covers the topic better than any of the individual posts did, and then properly redirect the old URLs to this new one.

A second approach, for pages that are distinct enough to keep, is to re-optimise the content by shifting its focus; you can edit the page titles, headers, and body text of the less important pages to target more specific, long-tail variations of the keyword.

Finally, regardless of which path you take, you should review your internal linking structure to ensure that your other site content links to your newly established main page for that topic, further reinforcing its authority. You asked about deleting posts, which is the one thing you should not do, as you would lose any authority those pages have built up and create broken links.

Cheers,
Jeff

• This reply was modified 7 months, 3 weeks ago by Neil Anthony.
• This reply was modified 7 months, 3 weeks ago by Neil Anthony.

This is a crucial question for anyone serious about the platform.

Short Answer: Unlike visual-first platforms, the most popular content on Telegram is concise, high-value text, often supplemented with a single, powerful image or used to introduce an exclusive file or link.

Let’s break down the hierarchy of content formats for this specific environment.

You need to shift your thinking from a public broadcast model to a direct messaging model.

Firstly, text is the undisputed king on Telegram because the platform is built for speed and direct communication. The most popular content is often short, scannable text that delivers immediate value, such as critical news updates, quick tips, or exclusive announcements. Long walls of text are generally less effective than several shorter, well-spaced messages.

Secondly, images and videos are used very differently here; they are not for discovery but to support the text. A single, high-impact image that illustrates a point or a short, embedded video clip is far more effective than a large photo gallery that users have to scroll through.

Thirdly, file sharing is a uniquely popular and powerful content format on this platform. Offering members an exclusive PDF guide, a zip file with resources, or a direct audio file is a massive driver of engagement and loyalty due to the platform’s robust file-sharing capabilities.

The audience here prioritises concise, high-value information, and the most successful channels build their strategy around that fact.

Cheers,

Jeff

• This reply was modified 7 months, 3 weeks ago by Neil Anthony.
• This reply was modified 7 months, 3 weeks ago by Neil Anthony.