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With products and services increasingly appearing commoditised, content marketing – specifically the ability to execute it – is the final frontier for brand differentiation. However, most businesses struggle with executing effective content strategies. In this article, we share our secret on how we generate 65 pieces of video content every month from a weekly 2-hour investment.
We’re going to cover:
Why Businesses Struggle with Content Production & Distribution
When we talk about producing pieces of content per week, what we’re really talking about is content production and distribution.
Content production is the creation of videos, images, blog articles and any other materials which can be consumed by our audience. Content distribution is the distribution of this material through various channels.
Businesses struggle with content production and distribution for three reasons:
- They don’t repurpose content. The key to a strong content game is repurposing content (we’ll get to this a little later in the article).
- They don’t have a strategy. At RedPandas, we work with our clients to develop a strategy before we commit to any work. It’s the strategy that makes all the difference.
- They don’t have a full-time team member on content production and distribution. The reality is that content requires a full-time content manager to effectively and consistently produce and distribute content.
Repurposing Content
Repurposing content is as simple as creating one long form piece of content (i.e. a blog article or a podcast episode) and then breaking that long form content up into smaller pieces of content. You can then distribute these smaller pieces of content across all your channels, and just like that, you’ve created and distributed multiple pieces of content.
Developing a Strategy
You need to think about why you’re creating content so that you can tie content production and distribution to revenue growth. If you want to move the needle, then you need to consider how your content is going to be used strategically to generate leads and sales.
Some questions you might want to consider to start this process are:
- What content will impact your bottom line?
- What top of funnel or middle of funnel content are your buyers likely to consume in their research phase?
- If content isn’t currently impacting your bottom line, how can you utilise it so that it does impact your bottom line?
- What will you create content about?
- What does your audience want you to create content about?
- What mediums or channels is your audience consuming?
Getting a Full Time Team Member
In order to really ramp up your content game and generate leads and sales from content you need to hire a full-time team member. If you can’t do this right now, then you need to at least work up to being able to do this.
If you can do this, then it’s just about making sure that you follow a framework that’s already been proven to work.
Our Formula for 65 Pieces of Content Per Week
As you can see in the image above, our formula consists of three stages.
- We create pieces of long form content (2 podcast episodes and 3 blog articles).
- We repurpose each podcast episode into 5 smaller video snippets, and two of the blog articles into video scripts for short videos.
- Then, we post the podcast episodes and podcast small clips across 4 different social platforms.
We also distribute an email marketing campaign fortnightly; however, we haven’t included that here. Most probably, we produce and distribute more than 65 pieces of content per week.
If we’re being transparent, this number changes every week for us, depending on our objectives, however, it never falls far too short of 65 pieces of content. Because of this, we know that we’re always going to be producing and distributing content, every single week.
The key to this strategy is picking what long form piece of content you will create, and then finding a smart and efficient way to transform this into multiple smaller pieces of content, and then distributing all of this across your social channels.
You might not end up with 65 pieces of content per week. But, if you follow this framework, you’ll end up with more content than you know what to do with. And that’s a good problem to have.
So, what’s next?
If you’re having trouble getting started, the easiest way is to focus on producing a set amount of blog articles per week. We recommend three per week, but anything is better than nothing.
Once you can produce a consistent number of blog articles every week, then you can focus on repurposing this into social media posts and distributing these across all of your socials.
If you still need help, we can teach you how to hire the right person for the job and get you started on your content journey.
