My goal here is to walk you through the video marketing guide that we use to turn one video into a hundred pieces of content and to create videos at scale, even if you don’t have a large team.
This 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 leads. I also shared a method of creating genuinely mind-blowing video content here.
Money Is Not an Issue in Video Making
Simply 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 things 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. It can be a podcast, an interview, or a video you recorded at Starbucks with a friend. You can chop that into many pieces (repurpose), provided you have some framework covering a particular topic.
When you have a video done correctly, you can repurpose it into:
- Instagram stories (9:16 format / 15 seconds).
- TikTok videos (9:16 format / 10 seconds).
- YouTube videos (16:9 format / 3 minutes+).
You can reassemble it so that it looks like you’re creating lots of videos.
People hit us up, asking, “How are you guys producing so much video?” Maybe, we’ve only produced a few long-form pieces of content every month, but we’ve reused them repeatedly. I’ll show you some tricks for getting more exposure from that.
How To Start Producing Content
It starts with a video that is usually 30 minutes to an hour long. You or your team can chop it up into all these different pieces. The first step is about tackling an issue. It could be how to build a personal brand, how to get started as a chiropractor, how to 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 you shouldn’t eat spinach. You should mention it at the start, like, what your favorite sports team is. Then, you chop it up into different pieces.
Bad Audio Can Kill a Video
My favorite tool for recording is an iPhone with a RODE wireless microphone. What is the most important thing about having a video that encourages people to watch beyond the first three seconds? It’s good audio.
Bad audio kills any video immediately. You can even do it off your phone, and if you have good audio, you don’t need great lighting because you can use natural lighting to make this thing work.
What Do You Do With Smaller Pieces of Video?
You should transcribe them. Here are some of the ways you can transcribe a video:
- YouTube transcription API.
Otter.ai is relatively free. There are different services that do the same thing. I use FancyHands for the shorter ones, but the key is that should you turn these shorter videos into articles or add them to your queue to be processed into articles by your team.
What’s the most important component of an article that will get good readability stats, SEO, and sharing potential? It’s the headline.
Topic Wheel of Your Content
You can repurpose the content that you create into the structure of your Topic Wheel.
Simon Sinek is an American author and inspirational speaker. He starts with:
1) Why: These are the experiences that have nothing to do with your startup. They’re about you and other people that then tie to,
2) How: These are your topics, the middle area, which then goes into the center which is,
3) What: It is what you’re selling.
If you think about what you’re selling and why people buy, it’s because you are solving a particular problem and educating people. Modern marketing is about educating people, which then goes back to the authority of someone like Billy Jean.
We’ve done videos like:
“I weighed myself this morning and saw that 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 them 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. We have to create content that the algorithms like. That means it has to be fantastic stuff, not just from a video production standpoint, where people will say, “I enjoyed spending time with Tristan and Dennis because they’re teaching from direct examples.”
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. If we take my topic wheel, we break it out into things I care about.
Relationships in Terms of ROI
You’ll want to prioritize your relationships where it ties to your topics, which will tie to your ROI in the long term. Some people will give you short-term ROI that doesn’t build enough authority in the long term, 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 now, you have the strategy 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, and Instagram tell you what’s working. Many folks say it gets incrementally more expensive or exponentially higher to squeeze the same ROI from some of these channels, like Facebook and whatnot.
Be careful about your testing and be aware of 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 should 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 if you do this.
I want to know where your business is. It will revolutionize your business. It is not something you can purchase from an agency or some tool. 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. Distribute it on multiple channels. It sounds simple, but it’s a lot of work. I think the bulk of the work is at the beginning, where we’re creating the topic wheel and the content. Then, you can get the flywheel of distribution going.
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