Produce
The second stage, "Produce," requires business owners to actively create new content based on their expertise. This is raw, unprocessed material created by the business owner.
It involves recording various forms of content, ranging from photos and videos to hosting Zoom sessions and crafting social media posts tailored to a specific audience, essentially demonstrating their experience and expertise in various ways.
In this stage, the focus should be on producing high-quality content, as it forms the foundation for all subsequent stages.
When the original content is good, each stage of the Content Factory will amplify its quality many times over. However, if the original content is poor, no amount of amplification will make it better because zero multiplied by infinity is still zero.
Content is the foundation of the Content Factory process, and every single piece of this content is used to demonstrate your E-E-A-T (Expertise, Experience, Authority and Trust) which is what Google is looking for.
All your content - whether it’s Zoom webinars, videos of your speaking events, or just your everyday social media posts and photos of your team and yourself at work, showcases your “Expertise,” “Experience,” and “Authority.” This builds “Trust.”
Zoom/Speaking
Raw video footage from your Zoom sessions, webinars, as well as speaking at events and conferences that demonstrates your knowledge about your industry or vertical.
Podcasts
Networking with others related to your vertical and doing podcasts on the topics that resonate with your ideal audience. Here is an email template that a virtual assistant can use to help a business owner get more invitations to podcasts.
Social Media Posts
Start by sharing raw content, such as a photo, video, an interview, or a Zoom recording. This raw content can then be turned into an article published on a high-profile site.
The authority of the content increases — not because the content itself has changed, but because of where it’s been published.
Once the article is live on the higher-profile site, you can share it again on social platforms.
At each stage, the value of the content increases, and you can share it repeatedly to maximize its impact.
1. Posts with a Hook and Something Interesting
An example of a social post written as broetry
When choosing a caption for your social post, craft a few lines that entice people to click. The goal is to use a strong hook—something engaging enough to draw your audience’s interest. It can be a key fact or an “aha” moment relevant to the content that you’re sharing.
Every sentence in a social post is its own paragraph. This is called broetry - a style which improves readability and engagement.
Avoid phrases like, "Thank you, XYZ.com, for mentioning me," or "Look, I’m famous now!"
Instead, make it about your audience. Be a humble servant. Here’s an example:
"My fellow Black Americans often face challenges in building good credit.”
“But it’s easier than you think—here’s how…"
Pro tip: LinkedIn’s algorithm is a little bit different than all the other socials.
The key factor is if we can get ten people to engage within the first hour, then it’ll take off, even if you have a “nobody” account.
2. Photos of You and Your Team
Nilson Silva and his team demonstrating their core values in a group photograph
3. Short 1-Minute Videos that Directly Address the PAA Questions Identified By Your Account Manager
Creating one-minute videos is all about authenticity and taking the first steps, even if they don’t look good. By not trying it, you’ll never know the great result that you could accomplish by creating short videos.
You want to use one-minute videos to tell your stories, the things that made you who you are, and to drive interaction.
An example of a one-minute video by Nilson Silva, answering the question “Hurricane Safety Tips: Should I Place Pool Furniture in the Water?”
- Start with your WHY video
Recording your WHY video (your mission or purpose) is a great way to start.
It does not have to be something as dramatic as a time of hardship, or a life changing event. It can be anything
ordinary, day-to-day and relatable.
Any stories about your values and your beliefs - something that reflects your “Why.”
- Make one-minute videos answering the People Also Ask questions for your industry and vertical
You can start with the most basic PAA questions in your niche, such as:
And then continue to add more content, answering more specific questions, e.g. for specific keywords like “bathroom remodeling Miami, FL” “kitchen renovation, Gilbert AZ”
Because you are an expert in your industry, answering about 50 PAA questions would not take you more than an hour to record, if you answer each question in 1 minute.
Once you have recorded these answers, your VA(s) can repurpose them into articles following the Content Factory process.
- Four components of a one-minute video
- Hook (from 0-3 seconds)
- Ignite pain/pleasure (from 3-15 seconds)
- Describe the solution (from 15-50 seconds)
- Call to Action (from 50-60 seconds)
4. Talk About Other Local Businesses: By Elevating Others You Help Yourself in Many Ways
I had a great burger at Brgr Haus, and I posted these photos in Google Maps as Google Local Guide.
The best way to support local businesses is to simply talk about them.
Views on Google Maps are considered high-intent views because they indicate that someone is actively looking for information about a specific location or business. These views often lead to actions like visiting the place or making a purchase.
To support friends and local businesses, the most effective way is to talk about them with enthusiasm and recommend them to others, both in person and online. Word-of-mouth recommendations can have a significant impact on driving traffic and business to local establishments.
iCloud Photos, Google Photos and Amazon Photos
Content can be captured during different activities—events, conferences, workplace gatherings, or even a casual lunch with your team—and uploaded to platforms like iCloud, Google Photos, or Dropbox.
This material forms the basis of the Content Factory, hence needs to be of the highest quality, because you amplify what you start with. It is then processed by virtual assistants through the other stages of the Content Factory to create the desired impact and establish the business owners’ authority in any particular industry.
Effortless Tagging: Google Photos' AI Does All the Work
When you use your smartphone to record photos and videos, Google Photos uses AI to analyze and understand the content.
It identifies objects, people, places, and activities, then assigns relevant tags to make it easier for you to find and organize them.
For example, if you have a photo of a beach, Google Photos might tag it with "beach," "ocean," "sand," and "umbrella."
This automatic tagging forms a key signal for E-E-A-T because it tells Google you’re honest about where you say you are and who you’re with. These authentic signals improve your connections with your relevant objects in the Knowledge Graph, helping you trigger or enhance your knowledge panel, and improving your visibility.
Google Photos' main interface displays several different categories of photos based on the associated tags
Searching for a location like "Dubai" displays all the photos that were automatically tagged as taken in Dubai
To add people to photos in Google Photos, open the photo, tap More > People > Edit, and then tap Add next to the person you want to add.
This is how geotagging information appears next to the photo, showing where it was taken.
For example, this photo was taken in Parkland, FL.
Nilson Silva, Founder of Master Touch Outdoor Living, at a recent project site
Use These Photos and Videos as Overwhelming Evidence for Google to Win in SEO
Google values authenticity, including real photos and videos that show you doing what you say you do, in the places you say you’re in.
Incorporating geotagged photos and videos on your websites and social media sends a strong signal to Google that your business is authentic. The goal is to trigger a knowledge panel by using all the content you create and running it through all the stages of the Content Factory.
Ensure everything is linked together properly so Google can pick up all your signals for the Knowledge Graph and connect them with both your personal brand and your business entity.