7 ways to find efficiencies and explode your content marketing
We all know content marketing is important for the growth of our businesses. We all know we need to be producing more videos, more blogs, more podcasts, more newsletters. We’re all vying for attention, attention that spans YouTube, Facebook, Soundcloud, LinkedIn, Email, and the rest of the internet.
When we create content, we have to spend time creating, thinking, planning. Whether you have a marketing team, marketing person or marketing no-one, creating content takes time. Being on every platform, every day, in every format, requires a lot of output. It’s no small feet, and so in order to be successful albeit as a one one band or national corporation, it requires us to find efficiencies in our content production processes.
1) Start with the meat
Start with a big piece of content, something that requires significant time input to plan and produce. Videos and podcasts are usually your best bet; they take time to plan, script and produce, but once you’ve made them, they can be re-purposed in a number of different ways and distributed across the widest array of platforms.
When you start with the meat, you’ve already done the hard part, you’ve spent the time scripting the content, making the content. All you need to do now is re-package it.
Different types of content work better on different platforms, and yet the meat of the content (the subject) remains the same. Videos can become podcasts, podcasts can become blog posts, blog posts can become copy for social media posts and so on.
3) Create Templates
With the right software, apps and a little bit of time, you can create templates for just about anything: video, podcasts, graphics, blogs.
Video: Forget everything you know about video. In today’s social media age, they in no right or wrong way to display video: landscape, portrait, square – they all work. Create sequence templates in Adobe Premiere Pro that you can simply drop video into and resize to suit different platforms.
If you want to send people to the same place each time at the end of the video, create a call to action that you can add at the end of each video you create.
Podcasts: Record intro and outro segments for your podcast that you can simply add to the beginning and end before you upload it to iTunes, Soundcloud etc. Don’t waste time doing it for every one. Spend 10 minutes, one time, creating something that you can use time and time again.
Graphics: If you’re going to create quote cards and infographics, create a series of photoshop files that are preloaded with engaging images, text boxes, charts, vectors and your company branding, that you can quickly edit: change the text, turn layers on and off.
4) Dictate your thoughts and wonderings
“I get my best ideas in the shower”. “I get mine on the toilet”. We all get inspiration at the strangest of times. If you have a spark of inspiration and need to get it out, pull out your phone and talk to it. When your finished, send the audio file to a copywriter to transcribe, or your graphic designer to turn into an infographic. Don’t waste the moment, record it and save it for later.
5) Transcribe Everything
When you’re creating audio and video, everything that is said can potentially be repurposed into blog content, quote cards, or copy for social media posts. So transcribe everything. The transcription might need some polishing to make it more coherent in a written environment, but the topic itself is still the same. So find a copywriter who can transcribe and polish, hire an intern, use an online transcription service like rev.com.
If you don’t have the internal resources to produce content at scale, outsource to a professional. Hire a video production company, a freelance graphic designer, a copywriter.
Look at the resources you have available and invest accordingly. If you don’t have the time or expertise to make everything yourself, but you can afford £100, £500, £1000, £2000 a month, outsource your content to someone who can make it happen.
7) Hire full time creatives
Bringing content in-house has many pros and cons, however in the same vain as outsourcing, if you have the budget and the ambition to really commit to creating consistent content, then building out a full-time creative department will do wonders for your business.