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In Episode #380, Eric and Neil discuss how to ramp up content production. Tune in to learn how to maintain structure, quality and form when it comes to rapid content production. You’ll also learn how known influencers, such as Chalene Johnson and Gary Vaynerchuk, successfully repurpose their content across several media channels.
Time Stamped Show Notes:
- 00:27 – Today’s topic: How to Ramp Up Content Production
- 00:54 – Eric grows his business by creating content and building relationships
- 01:15 – In rapid content production, he creates batches of content
- 01:45 – Hiring several content writers can help you ramp up your content production, you can find writers at ProBlogger
- 01:55 – The key in increasing content production is setting up a guideline or rubric that outline your writing format and expectations
- 02:10 – Neil’s structure includes an introduction, conclusion, body in the middle broken down into subheadings with targeted keywords
- 02:21 – Neil gets topics from BuzzSumo
- 02:28 – Neil goes to Ahrefs to see his competitor’s search traffic
- 02:32 – From the research, Neil gains writing ideas such as variations to competitors’ posts which are better and more thorough
- 02:58 – Chalene Johnson sells Instagram courses and she usually posts livestreams of herself talking about anything under the sun
- 03:17 – The topics in the video will also become blog posts and/or social images
- 03:31 – Gary Vaynerchuk creates videos and segments them to different social media posts
- 03:56 – Eric is trying other ways to repurpose content in order to grow more
- 04:19 – You can try different formats of content
- 04:25 – Eric and Neil recreate Marketing School posts using different formats and across different platforms
- 04:46 – Execute one of the methods above and you’ll definitely see changes
- 05:15 – Marketing School is giving away a free 1 year subscription to Crazy Egg which is a visual analytics tool that shows where people click; you can also make changes on your website
- 05:42 – Go to SingleGrain.com/giveaway for multiple entries
- 05:55 – That’s it for today’s episode!
3 Key Points:
- You grow your business by creating content and building your relationships.
- Have a writing guideline or rubric that you (and other writers) to make the process a lot easier, faster and consistent in quality.
- Repurpose your content across different mediums and in a variety of forms—especially the content that has always performed well.
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Full Transcript of The Episode
Eric Siu: Welcome to another episode of Marketing School. I’m Eric Siu.
Neil Patel: I’m Neil Patel.
Eric Siu: Today we are going to talk about how to ramp up content production. This is going to be a fun topic, because this is what Neil and I basically … We create a lot of content. With Neil, he’s basically everywhere and I get a lot of comments from people all the time like, “How, do you produce so much content and you’re everywhere?” The first thing I can share around content production or maybe even it’s helpful to say why we’re doing it. I think for both Neil and I … Then way we … At least for me the way I get business is I just produce a lot of value out there, and then people come and then we build relationships. I like producing content because it’s building relationships that stay. Like you listening to this right now, both listening to my voice and Neil’s voice you’re getting to know us better, you’re getting to know our personality, right.
I like doing it that way. What I can say is when it comes to wrapping content production for example, one tip I have for you like this podcast is a daily podcast. I batch all this episodes with Neil. For example, we’re sitting in the studio right now in LA, and we’re going to crank out 20 episodes today and then 20 episodes tomorrow. Today is a Saturday and a Sunday, so we batch things that way it just makes easier, because if we had to record every single day it just wouldn’t work out because Neil is traveling, I’m traveling as well. My number one tip if you’re trying to wrap up content production, first one at least is just to batch.
Neil Patel: Another thing to do is just hire a shitload of writers. Go to jobsatproblogger.net. Post ads there, hire a ton of writers. You can then spend two or $300 per post. You can streamline it. It works really well. The key with increasing content production is to set a rubric, a guideline on what people need, what they shouldn’t be doing, the tone of voice, how to structure the paragraphs, the headings. As long as you do that, you’ll be fine and the way my posts are structured if you want to copy them is introduction, conclusion, body in the middle, bodies broken down into subheadings. Subheadings typically have keywords.
The title of the post where I get ideas for a post topics is I go to BuzzSumo, I put in keywords in my industry, it’ll tell me what’s worked in the past. Then I go to Ahrefs, put in competitor URLs. It shows me what's driving all their search topic. Between those two, I now have ideas. I come up with my own variations of their posts and make better versions of it, more thorough, more detailed, better-updated information. If I’m using anything from their posts, I of course link back, cite them, get permission. That’s how you streamline content production.
Eric Siu: The other thing I’ll add is around repurposing content. Those of you in the past might have heard me give an example on Chalene Johnson does. You can see Gary V doing this as well. What Chalene Johnson does and she is a, she is a personality that … She sells Instagram courses, things like that. What she does is, she’ll … I don’t know if she does this anymore, but she’ll start with a Facebook Live video and then she’ll just riff on things, just start to talk about things. Different topics just pop up, people will ask about things. It’s almost like a Q&A and then those topics will become separate blog posts, even some of those can become webinars on their own, and they can become social images too. You could see from just one piece of content, one Facebook Live it’s become multiple pieces of content.
Same thing with Gary V, he does a video, it becomes a blogpost. It might become a Linked In post as well and it just starts to splinter off into all these other things. If you’re spending the time creating something like this or a piece of content, why shouldn’t you take it as far as you can go? Same thing when you buy a car, you’re not going to just drive it once, you should be taking it as far as it can go. Looking at these podcasts that I do with Neil, I am trying to figure out ways for us to repurpose all this stuff now, for it to grow even more. Just to give an example like the show notes that we publish, those are popping up automatically on marketingschool.io. That’s one way of repurposing stuff by publishing it through different channels.
Neil Patel: If you’re trying to streamline your content production and write more of it, as Eric mentioned you can repurpose, you can go and create more, which I talked about. You can also try different formats of content, video, audio. If you think about what we’re doing with Marketing School, we’ve blogged about a lot of this stuff, we gave speeches about it. I’ve even included videos. Eric has this wall, but it’s just creating similar types of piece of content in different formats, for different user types. Some people prefer audio, others prefer content that’s text-based or others may even prefer video.
Eric Siu: Great. We can just talk about this forever, but the tips we gave you, if you just execute on one of them right now, it’s going to help you quite a bit. I can't tell you batching has helped us a lot, and just also staying really consistent … Neil and I are really committed to this stuff. If you’re not consistent with your content, your content production then at the end of the day it’s just going to fall off. Podcasts that we’ve done, we’ve been consistent with it both this one and then the other one that I have done. Anyway, we can probably do a part two of this episode and part three down the road, but that’s it for today. Before we go, we have a giveaway for you. This is a one-year annual subscription to Crazy Egg and I’m going to let Neil explain what that is, before I give you the link.
Neil Patel: Crazy Egg is a visual analytics tool, show you where people click, where they don’t, shows you if your form fields or call to actions buttons are too low or too high. It even allows you to make changes to your site using a WYSIWYG editor, so you don’t have to be a designer or a developer. These are all marketing changes, and you can even run A/B test to maximize your sales and conversion.
Eric Siu: Great. If you want to get access to this giveaway, you could actually get multiple entries, and if you want to find out more just go to singlegrain.com/giveaway, and you’ll learn more about it. We are actually giving away one of these every single week, so think of it as a 52-week giveaway. Again, singlegrain.com/giveaway and we will see you tomorrow.
Speaker 1: This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics, to help you find the success you’ve always dreamed of. Don’t forget to rate and review, so we can continue to bring you the best daily content possible. We’ll see you in class tomorrow right here on Marketing School.
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