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You’re working too hard!
I’m not saying you should put in less effort necessarily, but you can get so much MORE out of the effort you’re already putting in to produce content.
It takes a lot of time and energy to create content, and you’re working too hard to produce it. Instead of making new pieces of individual content from scratch, you can repurpose content creatively into different formats and mediums for distribution on more platforms.
I share my strategy for generating 6X more content from a single topic. All it takes is a few tweaks to your production process.
It All Starts With Writing
- Top-, Middle-, Bottom-of-funnel: Different content for people at different stages of the Buyer’s Journey
- Learn more about the Buyer’s Journey in our copywriting masterclass, Supercharge Your Writing
Step 1: Write a Blog Post
- Fully fleshed-out
- Reads well on its own
- Creates the foundation for the rest
Not sure how to outline and draft a blog post? Watch Me Write A Blog Post – How to Write
Step 2: Record a Podcast Using the Blog Post as an Outline
- Use the blog post as your outline for recording the podcast
- Worried about repeating yourself? Don’t be: people learn in different ways, and we need to hear the same message more than once for it to sink in
- Related: 358: The Magic of 7
Step 3: Film Yourself Recording the Podcast
- Record yourself recording the podcast on video
- Doesn’t need to be seanwes-level production quality!
- Smartphones are pretty good at video these days
- Video can be shared on social platforms more effectively than mere audio
- You don’t need a fancy camera
- Don’t wait until you have a fancy camera
- Stop making excuses and just record yourself already
1. Do your best
2. With the tools you have
- Now that you have this video podcast, embed the video into the blog post from Step 1!
- Should you podcast or make videos?
Step 4: Send the Blog Post as an Email Newsletter
- Go into your Email Service Provider and create a new draft email
- Copy the entire content of your blog post, paste it into your email draft, format as needed
- Take a screenshot of the video embedded in the blog post, crop it to just the video
- Put that image at the top of your newsletter, and link it to your blog post
- When they click the video, they see the blog post with the actual embedded video
- Write a postscript at the bottom of the newsletter with additional value, insight, and commentary on the topic, and invite replies
- This keeps your newsletter exclusive; people stay subscribed for the extra bits in your postscript
Step 5: Clip the Best Moments from the Video into 60-Second Video Clips
- The clip needs to work without context, it needs to provide value even if someone doesn’t listen to the whole episode (most of them won’t!)
- Instagram (as of this recording) has a 60-second limit on video clips
- Twitter has a 140-second limit, etc.
- Ideally, crop the video to a square for best compatibility with the various social platforms
- LinkedIn is becoming a really good place to post content (people still see things organically… for now)
- Pinterest allows video now, too
- This clip becomes the way you pull people on social into your content
- When your Instagram and Facebook accounts are connected, posting a video on Instagram shows up on Facebook as native video—it’s like getting an extra platform for free
Step 6: Turn Valuable Takeaways Into Quote Graphics
- Again, this needs to be something that works without context
- Text in an image is easier to share and garners more attention than text alone
- Use simple colours, a photo of yourself, a still from the video, a picture of a mountain (that you have permission to use, obviously)
- Twitter now allows ALT tags on your images for accessibility, don’t forget to set these
- Treat the description of your Instagram photo or video posts as a blog post. You get a few hundred words—use them
- Write your Instagram description in paragraphs of no more than 280 characters—this way, it can be trivially reused as a Twitter tweetstorm
- Create a new blog post with the quote graphic as the featured image, and the description as the blog post content
- …You can then pin this blog post to Pinterest; put as much of the post as possible in the Pin description, append “Read more” and link to blog post
- Use Descript to generate captions for your video clips: Get 100 transcription minutes FREE on Descript
- You can drop an audio or video file onto Descript and it will transcribe it
- Descript even lets you edit and export the video right from the generated transcript!
- By the way, auto-transcription works a lot better once you develop your “hybrid voice”: 079: How to Get Better at Writing & Find Your Hybrid Voice