Most people think the answer to upping their publishing is hiring an “SEO guy.”
But if you don’t understand SEO yourself, how are you going to know what’s working?
Sometimes, we think the SEO guy doesn’t even understand what he does… Luckily, we have an SEO gal, so that solves THAT particular problem.
But seriously, the number one thing you can do to up your publishing is to keep incrementally increasing the amount that you publish. And it’s a helluva lot easier to do than you think if you use that under-utilized content you’re already creating.
It’s time for 🎙The 4 AM Report!🎙 and the second part of our series on How to Up your Publishing. If you missed Part 1, we spoke about how one piece of material can be broken up into a bunch of different blogs – and that’s the anchor theory of content marketing right there!
What we talk about in this episode is How to Up your Publishing in two key ways.
- Make use of the mountain of under-utilized content that’s sitting on the cloud somewhere.
- Enjoy the win-win content grab of ‘market research’ interviews
Let’s dive in:
1.Grab content from the mountain of under-utilized recordings and transcripts that’s sitting on a hard drive or cloud somewhere
We’ve all got Zoom recordings from the masterclasses, webinars, roundtable interviews, or small virtual events. You’ve probably hosted at least one or more of these throughout the year.
Let’s say you have an eight-member roundtable that you’re running once a month or once a quarter, where guests are willing to be interviewed. You’d have a form or something where they consent to the use of their materials. So, if you have that consent, the first thing that you want to do is go through that recording and break it up into a few themes. Maybe you asked three or four questions, and everybody answered them. So, you might want to pick the first question and use input from three CEOs who told you about their growth challenges one year after the pandemic, for example. You can pull three clips from that.
Note: Now we’re probably going to be unpopular for saying this, but please do not send these clips back to your interviewees for approval. They’ve consented to being recorded already. Just don’t share something personal or sensitive🚫.
If you’re not using the video, take the transcript and get some writing pieces and social copy from this. We’ve even turned some events and roundtables into white papers or e-books📚 for our clients.
2.Enjoy the win-win content grab of ‘market research’ interviews
One of the things we do when we start working with new clients and getting to know them is to help them with their positioning and value proposition. To understand their target audience’s pain points, we conduct market research interviews. This is basically a fancy term for the client saying: “Here are three people in my world that you can interview to find out why they chose to work with me, what issues they had before they started this work and how it helped them.”
We get their permission, record them on Zoom looking reasonably good (because they’ve been warned that we’re recording) and not only do we get insight and information to use in our client’s marketing, we also turn these into client testimonials or video case studies.
Hint: Ditch the perfectionist approach. More than ever before we like to see the real person instead of the highly-produced veneer. It adds a little bit of extra authenticity and helps build trust in relationships.
From a 60- or 90-minute recording of an online event or interview, you should be able to publish at least 15 pieces of content.
Yes, we stand by this statement. We do it ourselves.
And what really gets our little geek juices flowing is content auditing, because we look at the stuff that our clients aren’t using and get excited. We know we don’t even need to create anything new; we can just dive in and start producing from what they already have!
Listen up for more on how you can Up your Publishing Content with 30% less effort. It’s the easy way for busy content creators like you to get that SEO juju working for you🧨.
If you’d like to chat more about your marketing concerns (or any of your content!), please give us a shout at C+P Digital – we would love to help!
Plus, if you’re losing sleep over a particular marketing/business related problem or if you would like to suggest a guest on the 4AM Report, let us know.
You can find us on Apple Podcasts – subscribe to us – you won’t regret it!
And as always, sweet dreams😴…well, hopefully!