January 20, 2021

Getting the most out of your content

About this episode...

Getting the most out of your content

Coming up with content ideas is hard. Halve the time and energy you spend on content by turning one great idea into lots of helpful pieces of content.

This gives your customers more opportunities to read and learn from you in the way that's best for them. Taking the pressure off you, getting more out of your time and making sure your ideas and knowledge get the attention they deserve.

You might have heard this referred to as repurposing, what that means is taking one piece of content or one idea and turning it into lots of other bits of content or ideas.

Rather than having to come up with loads of different ideas for each separate bit of content, you can have one main idea or topic that you can then use to fill a week's worth of posts along the same theme or split it out over a few months.

This makes it easier to plan your content and create little nuggets of useful info for your audience without having to do twice as much work.

Read the full episode in the transcript tab.

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Transcript of the Marketing Morsels podcast with Lauren Taylor

Lauren Taylor:

(00:05):

Hello, this is Lauren Taylor and welcome to episode six of marketing morsels. We're going to have a chat about getting the most out of your content. This is great if you're short on time and it really helps take the pressure off when you're coming up with ideas for what to talk about, and then creating your content. You might've heard this referred to as re-purposing. Essentially what that means is taking one piece of content or one idea and turning it into lots of other pieces of content or ideas. So rather than having to come up with loads of different ideas for loads of different bits of content, you can have one, let's call it a pillar idea or a topic, that you can then use to fill a week's worth of posts along the same theme. Or you can split it out amongst lots of different bits of content over a few months.

(00:57):

And this makes it much, much easier to plan your content and create little nuggets of content that's really useful for your audience, without having to do 2, 3, 4 times as much work. And you can really get a lot more out of your time and your energy and your ideas. Okay. So what we'll do, we'll start with one main topic or one idea. If you don't have a bank of ideas already, think about the kinds of things that you want to be known for. What's your specialist subjects? What things can you help your customers with? Just choose one and be quite specific. And I'll talk about this more a little bit later, but if you have one idea that's quite broad and covers a lot of smaller little topics, go as deep as you can with that. Rather than just choosing the one big topic, go right to the bottom and choose the more specific idea underneath that, that main topic.

(01:53):

So for example, I might as well cover this now, rather than do it at the end, but if you have one big idea, think about, is it better to break it down into lots of smaller ideas, this makes it more focused for your customers. It makes it much easier for them to take it in and learn from it. So an example would be if you're a social media manager, obviously social media is massive, that's not going to be your idea. What do you know about social media that you can help people with? So it could be how to reach the biggest audience, how to craft the perfect post, how to create images. Or for example, if you're a designer, again design is huge. Get more specific. What do you help people with as a designer, you can talk about how different colours affect your brand, different typefaces and fonts, how to lay out certain things on websites. I'm not a designer, so apologies for horribly simplifying that.

(02:37):

So go back to your main topic just for this purpose to help us plan this out. Pick one idea, and this will form the basis of your pillar, your main piece of content. What you can do from here is start with your biggest piece of content. This could be a video, a tutorial, a podcast, a guide. What is your longest piece of content going to be about this subject? And once you've created that first piece of content, you will then use that to extract lots of little nuggets of useful stuff that you can then turn into other bits of content. Now, the easiest way to do that, if it's not already in a written format like a guide or a long blog post, is to take a transcript of that content. So if it's in audio form, you can go to a website like rev.com, upload your file. And within 24 hours, they will send it back to you with the words from your video, podcast, whatever it is, just in a written format.

(03:28):

Now that is the easiest, quickest way for you to turn a piece of audio content into written content. Now rev.com isn't free. I think it's about $1.25 at the moment per minute. So you'll generally spend maybe 10 to 15 pounds, obviously depending on the length of your content. But for a sort of eight to twenty minute piece of audio, it's going to be, I can't do that maths in my head, but you know, it's like fifteen quid. Now, if you have got the budget to do that, I would highly recommend doing it because it's a massive time saver. If you don't have the budget to do that, you can transcribe it yourself or listen to the audio and pick out different bits that you can reuse, but it takes hours and hours and hours. Or at least it takes me hours and hours.

(04:19):

So if you can invest in something like rev.com it's really accurate. I'm not affiliated in any way with them, I just really love them. And then what you can do, when you've got that transcript back, if you've got printer, print it out. It makes it much easier to pick out the bits of information you're going to reuse. If you haven't you can just open it up in Word or whatever you use and highlight the bits. Okay. Once you've decided how you're gonna use it, if you can print it out, get some different coloured highlighters or pens. So you can start and differentiate between different types of posts and start to read through your contents. Now you will, you'll read through it a few times before you really squeeze every nugget out of it that you can. Have a think about the kinds of different pieces of content you can turn it into.

(05:00):

So you've got one long piece of really helpful information in front of you. You can turn that into really short little tips that could become social media text posts. Or they could be turned into images that represent the point of what you're talking about, or graphs with statistics on it. Or anything that involves some sort of bullet point list could be turned into a carousel post, which is a number of different images each with a different bit of information on. So, you know the ones that you see on Instagram or Facebook where you scroll through and each one has a different nugget of information or fact or something on it, that's a carousel. And they're really good for getting across your helpful information in the most concise, digestible way. Also think about the bits that you can pick out, maybe you've got some other topics hidden within this main bit of content that you can elaborate on.

(05:51):

You could turn it into a blog or multiple different blogs. You could turn it into email content, or if you're elaborating topics out, you can turn them into a webinar or a video or something downloadable. There's loads of different things you could turn that one piece of pillar content into. So when you're reading through everything, start and highlight the things that you could turn into each of these different types of content. What I like to do is do it one at a time. So start with the biggest, what could be a blog, what could be a longer social text post, and then get smaller from there. What could be a bullet point carousel? What could become a video. And then smaller still, what could be a sort of top tips post. Once you've been through and picked out all the different bits that you can then turn into other content, chances are you will have picked out a good eight, ten, or even more new bits of content that you can share from this one idea that you've already created.

(06:43):

So you don't need to recreate anything, just if you're doing images or graphics or pulling bits out for social posts might have to do a little bit of tweaking, but essentially the bulk of the content is there. So you're not having to recreate every single time. Now, remember here, we're not doing this just for the sake of it. We're not doing this just to eke out a bit of content and repeat it. When you share a piece of content on social media or wherever you share it, only a small percentage of your audience will actually see it at the point that you share it. So that could be down to algorithms not displaying it to everybody. It could just be a timing thing. It could be that when they log on they're following so many other people that your content is just way down their newsfeed and they didn't get the chance to see it. And different people like to digest your content in a different way or on different channels.

(07:29):

So what you're doing, you're not just repeating stuff, you're turning it into a way that makes it easier or your customers to ingest what you're sharing with them. It makes it easier for them to learn from you. Say, for example, somebody's too busy to listen to a whole podcast, too busy to read a big guide. You can get the nuggets of that information into their brains so they can learn from it still using a carousel or a social post or a really short video. And then once you've got your list of different pieces of content you're pulling out of this one idea, you can then start and schedule that into your content plan. So say over the next three or four months or so, plan them in. So say you've decided you can pull five social posts out of this one piece of content and a couple of videos and a few carousels and a couple of blogs, schedule these in over the next few months and plop them on your calendar.

(08:15):

And you don't have to recreate everything, because the contents already there for you, it just needs a little bit of setting up so you've got it in the right format that you're going to share it in. And that means from one idea you've filled eight, ten, even more of your content slots over the next few months, just from one single idea. And that really helps take the pressure off and get more out of your knowledge. And once you start to get into the rhythm of doing this, your content creation process will become quicker and easier. And you can then start and have set days where you focus on creating this content or turning it into these other types of content to share. So rather than starting each week thinking 'oh god, I've got to come up with loads of ideas to post on social or whatever this week', you already know what you're sharing, because you've got it on your calendar.

(09:00):

You've already got the content created. All you need to do is maybe make a few last minute updates and actually manually post it, or schedule it with whatever software you use. And then you can crack on with your day, spend more time on your client work or on your business, or just chilling out. It really does help and take some of the anxiety and panic out of having to come up with ideas and things to talk about. Now I appreciate here, it's not always easy to go through a long piece of content and actually pick out and identify the bits that you can then repurpose. If you can, if you've got somebody else you can lean on as a second pair of eyes to help you pick those things out. Sometimes it's a bit like you can't see the wood for the trees, and you've spent so much time on this, this one big piece of content that you can't see anything else.

(09:46):

So by all means, go through it yourself. But if you can run it past somebody as a second pair of eyes to say 'what do you think?' Just getting them to look through it for 10 minutes or so. See if they can help you pick out some ideas.

(10:20):

Okay. That is everything. So have a good week and I'll see you next time.

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