This Week’s Focus: Volume of Content
Most creators (quite rightly) state, “Quality over Quantity”. They want every article, post, and graphic to be as impactful as possible. My experience of this? Unless you want to spend most of your working day as a ‘creator’, this isn’t a viable option. You need a marketing team, or to pay someone external to do this for you.
It also means that you’re only getting in front of your audience on the few days each week/month that you post something from your limited library.
“The only person who gets sick of your content, is you.” – Dave Plunkett, Collaboration Junkie
“…Unless your content is shit.” – Paul Banks
Which is fine… and it WILL have an impact… IF your ideal client happens to see it.
But what if you could have MORE good quality content without spending hours and hours doing it? Is it even possible?
Yes. It is. I’ve done it, and I can show you how (this is a topic all of its own for a later date).
Should You Create More Content?
Reasons why you should:
- Consistency: Regular posting keeps your audience engaged.
- Reach a wider audience: More content means more opportunities to connect.
- Be there every time your ideal client turns up to LinkedIn: They begin to wonder if you’re the only person writing on LinkedIn!
Reasons why you should be careful:
- You can become boring and unengaging: This might lead to unfollows.
- Poor content: If the quality drops, you won’t add value.
- Repetition: Saying the same things over and over can become tiresome.
For more on maintaining quality, check out How Passionate Content Converts Viewers to Customers.
How to Do It Right?
It starts with a flow. How are you going to create a strategy? I’ll help with my own:
One thirty-minute video of you, talking about your passion, challenges in the space you work in (for people just like your ideal client) or a story (your success/failings, or someone else that’s relevant). These are all great examples. Why start with that? Simple. It gives you topics for a week to 14 days without even trying. Don’t script it. Put ZERO effort into preparing (the gurus are rolling their eyes right now).
Book a slot in your calendar for 45 minutes, bring the guest to the recording if you’re having one, and TALK. Oh, and record it, bro/sis!
Now, import it into a transcription tool like Descript. Let it output the transcript.
Now you’ve got options:
- Put it into chatGPT and ask for topics discussed
- Get chatGPT to create blog articles based on those topics
- Output the transcript with timestamps into chatGPT and ask for it to create YouTube chapter markers
- Get a YouTube summary from the transcript
- Ask it to create a newsletter based on one of the topics
- Ask for a short email to tell your audience that you’ve released the episode on YouTube for a mailing list
- Output 20-30 short clips/reels from Descript in 2 or 3 different formats and color schemes
- Create audiogram graphics files (Descript is SUPER easy to do this, with templates again – topic for another day)
- Create images in Canva with standout thought leadership quotes
For more on creating compelling profiles, refer to Revamp Your LinkedIn Profile to Convert Leads.
BAM. You’ve easily created a fortnight’s worth of resources for YOU and your team to post about from EVERY social channel, your website, and YouTube, with very little time spent creating or editing.
In fact, with practice, the right prompts saved ready to use (Mem.ai – Mem is great for this, as is SuperPower Chrome Extension), the right technology, and a small amount of experience in using them, you can do all that in around 1 day per fortnight, maybe 2.
Why not, for an added bonus, release the entire recording (polished and edited of course!) on YouTube as a ‘podcast’? Post some portrait (9:16) reels on YouTube that are less than 60 seconds as YouTube Shorts (gets a TON of traction – schedule one per day at key times!). And finally… why not release the audio as a podcast?
Now We’re Cooking!!
All of a sudden, you have a real media machine, that whilst it might not be perfect, or as polished as that produced by a big agency… will get you traction with your ideal clients, help position you as an expert to them, and add value, whenever you’re in their feed.
For 30 minutes recording per fortnight, and a day or two editing and releasing (probably longer the first couple of times, but you do rapidly get into a routine)… and the tools themselves are quite cheap. Descript is $30 per month, chatGPT is $24, and SocialBee is only $24 per month. So sub $100 per month, plus time.
All you need to do now is decide what topics you’re talking about for each recording. You now look like a company with resources 10x the size you actually are. You can even ask the AI to help finesse your posts into a certain style, brainstorm the ideas for your interviews, and more!
To do all this, you need nothing but a bit of confidence, some technical abilities, perseverance, and creativity. The boundaries imposed by others don’t need to impact you… they don’t impact me.
Final Thoughts
I’ve no formal marketing training, no formal sales training… nothing. Yet I’ve driven some wild success for businesses in multiple industries, from AI to speech analytics, to e-commerce, and mining technology. (Yes, you read that right!)
You can too. Don’t be bound by ‘tradition’. Experiment and enjoy.
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