My goal here is to walk you through the video marketing guide that we use, to be able to turn one video into a hundred pieces of content and be able to create videos at scale even if you don’t have a large team.
The article is an extract from a podcast I had with Lloyd Lobo, Co-founder of Boast.AI, and Tristan Parmley, CEO of Chirorevenue, where we discussed how important it is to do marketing through videos and how it helps you derive more and more leads. I also shared a method of creating genuinely mind-blowing video content.
Money is Not an Issue in Video Making
Just shooting a video outside, on an iPhone will eliminate the money issue. And when it comes to time, all these processes and checklists are the same that we use for our clients. It’s what we use for ourselves and our teams.
Content at Scale
You can generate a thousand pieces of content from a single video. If you have a video, it can be a podcast as one long-form piece video, an interview, and you at Starbucks with a friend. You can chop that up into many different pieces, provided that you have some framework covering a particular topic.
When you have a video done correctly, you can chop it up into:
- Instagram stories in a 9:16 format of 15 seconds,
- TikTok videos in 9:16 format of 10 seconds,
- YouTube videos in 16:9 format of 3 minutes plus.
You can take all this and reassemble it so that it looks like you’re creating lots and lots of videos.
People will hit us up, saying, “How are you guys producing so much video?” Maybe we’ve only produced a few long pieces of content every month, but we’ve reused them repeatedly. And I’ll show you some tricks on getting more exposure off that.
How to Start Producing Content?
It starts with a major piece of video, usually 30 minutes up to an hour. You or your team can chop it up into all these different pieces. So, the first step is we like to tackle an issue. This could be how to build a personal brand, how do you get started as a chiropractor, how do you set up a video studio, or how Boast.AI is helping people save $70 million on RD tax credits.
Talk about some experiences that changed your life when you realized that spinach is the food you shouldn’t eat. And then this is something that you start in the beginning, like, what’s your favorite sports team? And you chop it up into different pieces.
Audio Can Kill the Video.
My favorite thing is an iPhone with a RODE wireless microphone. What is the most important thing about having a video that people don’t abandon in the first three seconds? ………. Audio.
The key to video is audio.
Bad audio kills video immediately. You can even do it off your phone, but if you have good audio, you don’t need great lighting because you can use the sun or the window to make this thing work.
What Do You Do with Smaller Pieces?
You transcribe it. There are many ways to transcribe it.
- YouTube transcription API,
- rev.com, and
Otter.ai is relatively free. There are different services. I use Fancy Hands for a number of the shorter ones, but the key is that you turn these into articles and add them to your queue to be processed into articles.
What’s the most important component of an article that will get readability, SEO, and sharing of an article? …………. It is the headline.
Topic Wheel of your Content
Content that you create, you can repurpose into the structure of your Topic Wheel.
Simon Sinek, an American author and inspirational speaker starts with
1) Why: These are the experiences that have nothing to do with your startup necessarily but about you and other people that then tie to,
2) How: Your topics, kind of the middle area, which then goes into the center which is,
3) What: It is what you’re selling.
So, if you think about what you’re selling and why people buy, it’s because you are solving a particular problem and educating. Modern marketing is about educating, which then goes back to the authority that comes from someone like Billy Jean.
We’ve done videos like,
“I weighed myself this morning. I was 189 pounds. You just keep losing. I was 200 pounds two weeks ago”.
Turn that into a story. You’re just telling stories that happen all the time. You share this to humanize yourself. You can take any content you’ve created and package it into your topic wheel. Then your topic wheel is building momentum. This is where you need a content marketer, a VA, or somebody who can manage all these other pieces.
Winner Content is King
We all live in this digital world, and we have to create content that the algorithms don’t piss on. That means it has to be fantastic stuff, not just from a video production standpoint, but people will say, “I enjoyed spending time with Tristan and Dennis because they’re teaching from direct examples.”
So, you need to organize around relationships to collect content because the search and social engines are so smart that they can tell whether you’re faking your way there, spinning out content, or using tools to create all these different things. So if we take my topic wheel, we break it out into something I care about.
Relationships in Terms of ROI
You want to prioritize your relationships where it ties to your topics, which will long-term tie to your ROI. Some people will give you short-term ROI, but maybe in the long-term doesn’t build enough authority, so your wheel isn’t powerful. To build a hundred-story building, you need to have a strong foundation.
You already know the important topics to communicate, and you can get those topics easily using a tool we shared earlier. So you have the strategy there to get started.
Let the System Work for You
You don’t know what will win as you produce lots of content. So, let the system on LinkedIn, Twitter, Facebook, Instagram, whatever, tell you what’s working. And a lot of folks say that it gets incrementally more expensive or exponentially higher to get squeezed the same ROI from some of these channels, like Facebook and whatnot.
Be careful about your testing, and what happens when the competition goes up, and the algorithm has to be pickier; the winners get stronger, and the losers get killed. So, you want to find the winning content. The price of ads is going to flush out the weak people.
The weak people don’t know how to create video content. They can’t hire a team to systematize, test, and build processes. So, you might have these different figureheads, but behind all of that are these processes. We are giving you these processes because that is the only way to compete.
Get Your Content out there
Anything you would have is text; make it a video. Always start with a video, and plan everything around the video. It’s so easy to make videos. There’s no excuse. If you make the video, you get it out for a dollar a day. You can hire one VA to start. I would love to hear where you are in just 30 days from now or 90 days from now.
I want to know where your business is. It will revolutionize your business. And it is not something you can purchase from an agency or some tool, or you’re not going to get it from Google, Facebook, or Instagram. People aren’t doing this because it requires you to do it. So, the first step is coming up with your talk about the topic wheel.
Create the content, find VAs to edit it, and distribute it on multiple channels. It sounds very simplified, but it’s a lot of work. I think a lot of the work is at the beginning where we’re creating the topic wheel and the content, and then you can get the flywheel of distribution going.
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About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.