Facebook, Instagram, YouTube, Snapchat, Twitter, LinkedIn, Pinterest: 7 Social Networks that REALLY matter in 2018. But that’s not all. There’s also Medium, Quora, Podcasts, and Email. If you are a business trying to obtain the valuable attention of your customers you need to think of yourself as a media company that produces the content they care about in the places they go.
Or another way of putting it: “If you’re not putting relevant content in relevant places, you don’t exist.” (thanks Gary). And if your business doesn’t exist, well that’s BAD.
But Paul (you may be thinking to yourself), How can I produce content for all of these different mediums in an authentic way? I have a small team and taking the time to produce content is hard.
I get that, and that’s where repurposing comes into play. And that’s why this deck should be memorized by every marketer and producer of content. And that’s why I’m writing this article.
Starting with the end in mind
The GaryVee Content Pyramid is a great example of starting with one piece of content and working your way down to the different platforms you are about. However, I believe this is a bit simplistic.
Every business is unique and has 7-10 platforms they should focus on. While there is some overlap across industries (see Facebook), it makes sense to identify those places for your business and then reverse engineer your strategy from there.
It’s also worth noting the context in which people are consuming your content and when they are consuming it. We are human beings and live way beyond our ‘customer persona’ that marketers love to identify us with.
If you are reading this article there is a high chance you are already producing content on different platforms. Now’s a chance to reflect on that! Take some time to make an Excel doc with the different platforms you produce content on and the posts you’ve published in the past month with relevant engagement statistics.
Are you under-posting on LinkedIn? Did you have a piece of content on Facebook that did really well that can help to inform the rest of your strategy? Get a gauge of what resonates with your customers where, and then document that so you have a better sense of the type of content you should be posting.
After you’ve gotten a chance to find out what has been working for YOU, do some research to find out what works for others in the platforms you’ve identified. You may learn that posting text based images on Instagram could be very useful, or that Instagram stories is some place you should be spending more time. LinkedIn is actually very good for long form posts, although many people use it as a PR play.
Work your way back
By this point you should have a much better idea of where opportunities exist from a content creation perspective. You should have a running tab of the types of content that work and where; now you can find some similarities amongst them!
Now is the fun part: the automation. Gary posts his content daily at 12:00pm EST (and throughout the day as well). Find a time that works for you! The point is consistency so that you can develop a workflow with the end in mind.
You also have to take into account the amount of time it takes to create/edit the content and have it ready to be posted. You may find hacks to batch activities so that you are editing all of your Instagram videos in one shot while doing all of your writing in a 2 hour period. Batching activities makes the most efficient use of your time and can get you into flow state. (Do you even flow?)
Again, add this to your Excel doc. You’ll now have a record of the types of content that work best in certain platforms and the workflow you need to get them ready to be posted in a consistent manner. Amazing!
The Importance of Pillar Content
The Pillar Content is the hack. The Pillar Content is the thing that you can use to repurpose into multiple mediums and save yourself a TON of time- while also producing content at scale.
In Gary’s example he uses one long form conference speech that his team then breaks down and chops up into multiple pieces of micro-content. And that works great!
But you aren’t Gary and aren’t giving conference speeches all the time. You will have to be creative and find alternative sources of Pillar Content so base your strategy on. The good news is that you don’t just need ONE. It’s time to get creative again!
A long form blog post can be broken down into a few key points that can then turn into new post topics, LinkedIn posts, and answers to Quora questions. You can do the same thing with a podcast interview, a YouTube video, or essentially any content that is long enough to be broken down and summarized.
It’s time to go back to the Excel doc :)
Make a list of the type of long form content you have (or could have in the future) and the methods of breaking them down into piece of micro content for the platforms you’ve identified. You now have a strategy in place that can be executed on tomorrow.
We are creators, and as creators we refine. New platforms will evolve, some content will work better than others, and your process can be improved. The important part is to listen to your customers objectively and make the relevant changes.
Use this guide as a resource to come back to if you are feeling overwhelmed. Gary’s deck is a lot prettier as well and can be used for some visual inspiration.
As a final thought, some of you may be thinking that this is a process that creates TOO much content. Get that thought out of your mind! The reality is that more content is being produced on a daily basis than ever before and our attention spans suck. There is NO SUCH THING AS TOO MUCH CONTENT. Every Instagram post, LinkedIn article, and Quora answer is an opportunity to get in front of new customers and to learn. And the more you learn, the better you will get!