I wrote this original article at the turn of the year and it may be even more relevant now with COVID than it was then. The combination of the sheer amount of eyeballs on digital combined with the lack of events and activities going on provides a tremendous opportunity for anyone willing to GO ALL IN on producing content.
Here is a breakdown of how I generated 40+ pieces of content of my podcast at the time, but the same can be applied to zoom meetings, blogs, videos or more. It has less to do with the type of content as it does the mindset behind what it takes to become a "King or Queen of Content!"
People are often surprised when they find out I manage my own social media. Admittedly, I'm getting to the point where I'm going to hand some of it off, yet even without assistance I produce an inordinate amount for multiple platforms.
How do you ask am I able to produce as much or MORE than companies 10X my size? Simple, I understand how to repurpose my content so that with everything I produce I'm able to use it 5+ ways.
The first thing you have to decide on is which what type of content are you going use as your pillar. Pillar being the foundational content that you can create on an ongoing basis that can be broken and repurposed multiple times. It can be a podcast, video, blog, really whichever you choose. The type doesn't matter as much as the consistency.
From there you need to go into production with an idea of how you want to maximize distribution. Take my new podcast for example: Style Speaks.
Most people that produce podcast simply just record and distribute the audio only. WHAT A WASTE. If you're looking to build BRAND and you're taking the time to interview in some cases and record already, why not get the most out of it?
This is how I generate 40+ post from one podcast recording:
- My podcast currently gets distributed to 3 platforms: Apple podcast, Spotify & Simplecast. = 3 postings.
- I also video record my podcast to post on YouTube as a weekly series. But I don't stop there. = 1 post.
- That long form episode also gets sent out via my newsletter and posted to my website. Additionally, I can post the entire episode on IGTV, Facebook and LinkedIn (Up to 10 minutes. C'mon LinkedIn) = 5 posts.
- Per episode I'm guaranteed to get at least 3 thought provoking soundbites which I then use to promote the show and my brand. Since those get distributed to Facebook, Linkedin, Instagram and Snapchat that = 12 posts.
- During the taping I make sure to get at least a couple BTS photo's as well as a TikTokable moment (guest outfit). Let's say each photo get's distributed to the 4 platforms mentioned above and I use the TikTok post for Instagram and FB stories in addition to TikTok = 4+3 = 7 more posts.
- Lastly, in addition to the soundbites I'm able to generate "one-liners" as separate social media graphic posts (text over photo), text only posts or tweets. Let's call it an even 3 per episode that is used for combination Instagram/Instagram stories, Facebook/Facebook stories, Linkedin, Snapchat & Twitter. = 15 posts.
- Add it all together and you have 43 separate posts generated from one 45 minute interview compared to what most people do which is share the audio only to a couple platforms. 43 > 2 😲
Now you may be thinking, isn't that overkill? Won't people be turned off by that many posts on one subject?
Let's remember, everyone isn't going to see everything. Probably closer to 10% per post. Therefore, the more variations of post you produce the higher probability you have of being seen. Plus, certain subjects resonate with difference audiences, so the more the post the wider the net you cast. Lastly, this is just an example of what I do for my podcast; by no means is this the only content I share which allows my audience to see a variety of content!
If you have questions on how to generate more engaging content or how to determine a pillar content strategy message me and we can get started on increasing your brand's awareness.