This week’s newsletter is about doing more with less. Many of you will be feeling the economic squeeze the world is in just now, and it’s harder than ever to create inbound leads for your business without spending more cash than your business has the ability to free up. But bear with me… if you stick with us, I’ll show you how to create content for days, from a simple 30-minute interview.
The important thing here is to pick the right topics for your interview recording. It’s about to be the most important thing you do to drive business all week, and it’s got to educate and inform your customers. My advice would be to start by telling your audience why you got into starting the business you’re in. If that’s not you who started it, then consider getting your CEO/Founder to do this part. They’re the best person for this, and they will create an emotive connection with your audience that most in your business can’t. That will set you apart from the competition.
Note, I’ve said ‘interview’ – but there are so many different ways of doing this:
- 1 on 1 interview with a team member
- Solo in front of the computer
- Interview with an industry leader – someone who’d make a good client
- Webinar
- Podcast
You can make it what you want… but here are the important parts:
- Don’t expect it to be perfect from day one.
- Talk in small chunks – in the knowledge that you want to try and take every paragraph of speech, and turn that into a clip of its own shortly.
- Don’t be a robot – nobody likes conversation that’s scripted – have bullet points, but not lines and lines of text.
- Don’t overthink it – just get started.
NOBODY likes to see themselves on camera, or hear their own voice. I’ve done hundreds of podcasts and webinars and still to this day, hate the sound of my own voice! Remember to record it in something like Riverside.fm so that you capture it in high definition, and upload it into Descript to get it transcribed for you.
Next, get yourself on Fiverr or Upwork, and find a reasonably priced Graphical Artist who can produce you some overlays. You need a landscape 16:9 one, a square 1:1 one, a portrait 9:16 one, and some Canva templates for you to use for quotes images (you know, like the ones we see every day with inspirational quotes on that generally mean very little? You’re about to make your own that DO mean something!). Get all of those in 2 colour schemes that match your brand. If you’re not sure what I mean by an overlay, have a look at my posts – but generally, it’s a fairly plain and simple background that you can overlay video and text onto, that’ll help you stand out from the crowd in the LinkedIn feed.
If you want a full walkthrough of using Descript – I plan to do one in the not too distant future. It does take a little figuring out, but has a clean and simple (but powerful) user interface, and there are lots of ‘how to’ videos on YouTube.
So, from this… you are now able to turn your 30 minutes worth of interview into 20 or so short 30s – 90s clips. You can output them into both colour schemes for the formats above:
You can also go back, and turn them into audiograms/visualisers:
You can turn them into 5 or 6 quotes: No alt text provided for this image Have chatGPT analyse the transcript for blog topics (and even write the blogs ready for you to finesse). Check out our post on Maximising Your Productivity.
Ask chatGPT to summarise a description for you to upload to YouTube, come up with the relevant keywords, and even identify relevant chapter markers for you to add to the description, so that viewers can click through to the relevant sections of your full episode.
“Act as a professional copywriter, with years of experience as a podcast growth marketer. Write a synopsis of the above transcript that outlines key points discussed, actionable takeaways, and interesting viewpoints in less than 1400 characters. The synopsis should be suitable to use as a compelling and engaging description for a podcast summary, highlighting the content of the video before people watch it. The content is aimed at getting viewers to listen to the episode – which is a podcast on sales and business, called ‘<SHOWTITLE>’. Produce one summary only. Use proper headings and titles. Don’t use square brackets, and make sure the headings help with flow. They’re for audience consumption“
I want you to analyse the above transcript for relevant sub-headings, where we can split the transcript into conversational sections. You should analyse the content and come up with a suitable 3-5 word sub-heading, and find the time-stamp of when the topic started in the transcript. You should output a series of timestamps and sub-headings in the format below, and starting with the example given: [00:00:00] Episode Begins
Create a 1000-1800 word synopsis of the above document in the style of <CELEBRITY>. Do not mention <CELEBRITY>. The transcript is an episode of ‘<TITLE>’ – a YouTube series I’m releasing to help businesses to <GOALS>. Highlight all the key topics covered, the insights from each section, and use a call to action at the end of engaging the reader to subscribe. Use an active tone, and employ humour where possible.
You can find more on creating engaging content in our Talking with Authority post.
Output the full transcript and create a blog directly from that.
Ask chatGPT to create a newsletter outlining your episode and pointing your readers to the full thing on YouTube. We’ve covered similar techniques in our Expand Your Reach blog.
Ask chatGPT to re-word the post you just created for LinkedIn (don’t fall into the trap of fully automating this – it’s poor, reflects badly, and doesn’t add value – this is the bit where human finessing is critical) and mirror your corporate brand, and do another version for Facebook at the same time!
The list goes on and on!!!
By now, you’ll have realised, you can ring a LOT of value from one 30-minute episode (it doesn’t need to be 30 minutes, I just find that you spend 10 mins getting into the ‘zone’, and 20 mins of real value!).
But there’s a caveat here… “There’s enough content here for months”. There is… BUT… You will start to repeat yourself a LOT. You’ve created a content theme for a week/fortnight… but once you move beyond that, your message starts to get stale, so move on, and record another. For more insights on content planning, read our Maximising Engagement with Category-Based Posting post.
And that’s why it’s important to have a good workflow and a regular team member creating all of this. Because if not, it’ll rapidly turn into a job that takes way more time than it should each week, and it’ll become a chore… And you’ll stop doing it. This only works if you can get through it quickly. Because you WILL procrastinate. You WILL find excuses. And you WILL end up back at square 1.
Above all else, this is about being consistent. And remember – this isn’t just about creating content for you. It’s about creating enough content so that you can fill all your social channels for you, your brand accounts, and all of your team, without it becoming a burden. Do all of this, and you will create a ‘BeeSwarm’. You will DOMINATE your market as a result.
