As most SEO specialists have realized, you have to create high quality content material to develop organically. The identical factor may be mentioned for companies which might be constructing a social media presence or a brand new e-newsletter following.
But as folks eat an increasing number of content material every day, they turn into much less receptive to fundamental content material that does not present a brand new perspective. To counter this situation, you have to make it possible for your content material is native to every platform you publish on.
However, that doesn’t imply that you simply want to begin from scratch. There’s a method to take one content material concept and switch it into a number of, which might scale throughout a number of platforms and enhance your model consciousness.
It takes time to write a brand-new weblog article daily, particularly whenever you’re an in-house crew with a low quantity of sources and funds. The largest problem right here is constructing a content material technique at scale.
So, how do you create loads of nice content material?
You begin with video.
If you will have a video on a related matter, it may be repurposed into numerous particular person items of content material and distributed over a interval of time throughout the correct channels. Let’s stroll by the method.
Using video to scale content material
Did you already know that the common particular person sorts at 41 phrases per minute (WPM), however the common particular person speaks at about 150 WPM? That is about three.5 occasions sooner talking moderately than typing.
In reality, this text was transcribed.
For each article you write about, you have to do in depth analysis, write out your first draft, edit, make adjustments, and extra. It can eat a whole workday.
An simpler method to do that? Record your self on Loom or one other video software program, put it aside, and ship the video file to an audio/video transcription service. There are so many instruments, like Rev.com or TranscribeMe, that do that for comparatively low cost.
Of course, even if you happen to’re counting on text-to-speech, there’s nonetheless enhancing time to take into account, and a few would argue it can take MORE time to edit a text-to-speech transcription. There isn’t a “best way” to create content material, nonetheless, for those that aren’t sturdy writers however are sturdy audio system, transcription can be a strong method to transfer at a faster tempo.
The step-by-step course of
Once you write out your content material, how do you make sure that folks learn it?
Like another content material technique, make it possible for the method of planning, creating, and executing is written down (probably digitally in a spreadsheet or monitoring instrument) and adopted.
Let’s break down how to get probably the most out of your content material.
1. Grab consideration along with your matter
Sometimes, content material ideation may be probably the most difficult half of the method. Depending on the aim of your content material, there are numerous beginning factors.
For instance, if you happen to’re writing a top-of-funnel weblog article the place the purpose is to drive excessive quantities of natural visitors, begin by performing key phrase analysis to craft your matter. Why? You want to perceive what your viewers searches for and the way to make sure you’re within the combine of search outcomes.
If you are making a breakdown of your services or products, it’s your decision to begin by interviewing an issue professional (SME) to achieve real-life particulars on the product/service and the options it supplies to your audience. Why? Note what they’re saying are an important points or if there’s a new characteristic/addition for the viewers. These factors may be tied into a subject which may pique the goal reader’s curiosity.
2. Create an overview for the weblog
When you are constructing out your weblog construction, report a video comparable to how you’d write a weblog article.
In this case, by creating an overview for the article with the questions that you simply ask your self, it will be simpler to format the transcription and the weblog after you report.
three. Pick your poison (distribution technique)
Now that you simply’re prepared to start recording your video, determine the place your content material can be distributed.
The method you will distribute your content material closely influences the best way you report your video, particularly if you happen to’re going to be using the video because the content material itself (Hello, YouTube!).
For instance, if you happen to run a enterprise consultancy, the movies that you simply report must be extra skilled than if you happen to run an e-commerce surf life-style model. Or, if you already know you’re going to be breaking the video up, go away time for pure “breaks” for simple enhancing afterward.
By planning forward of time, you give your self a greater concept of the place the content material will go, and the way it will get there.
four. Your time to shine
There are quite a few free video recording software program obtainable, together with Zoom and Loom.
With Zoom, you’ll be able to report the video of your self talking into your digicam, and you’ll get an audio file after you dangle up your name.
With Loom, you should utilize the chrome extension, which permits you to report your self in video type whereas sharing your display screen. If you will have extra content material, like a Powerpoint presentation or a walk-through, this may be the instrument for you.
Regardless of the best way that you simply report, you want an audio file to transcribe and remodel into different content material codecs afterward.
5. Transcribe your video
The common author transcribes one hour of audio in round 4 hours, however some of one of the best transcribers can do it in as little as two hours.
To put that into perspective, the common one-hour audio file is about 7,800 phrases, which might take the common author round three and a half hours to write.
Additionally, you will have to add analysis time, inside linking, and plenty of different components to this, so on common it will take round an hour to write 1,000 phrases of a high-quality weblog submit.
Transcription shortens the size of this course of.
When wanting to transcribe your audio, you’ll be able to ship recordsdata out to transcription instruments together with Rev or TranscribeMe. Once you ship them the audio file, you will sometimes obtain the audio file again in a couple of hours (relying on the demand).
6. Alter transcription into weblog format
You’ll obtain the transcribed content material through e-mail, damaged out by speaker. This makes it a lot simpler to format post-transcription.
If you correctly outlined the weblog prior to recording, then this enhancing course of must be easy. Copy and paste every part into the specified space for your weblog and add your images, key phrases, and hyperlinks as desired.
7. Chop your video into digestible elements
Here’s the place issues get attention-grabbing.
If you are utilizing your video for social media posts, shorten the video into a number of elements to be distributed throughout every platform (and ensure they’re constructed to match every platform’s tips).
Additionally, quotes from the video can be utilized to create textual content graphics, text-based social posts, or whole articles themselves.
Think of the watering holes that your audience consumes info on the web:
Each platform requires creating a unique expertise that includes new, native content material. But that doesn’t imply you will have to begin at zero.
If you will have a 10-minute-long video, it may be transcribed into a 2,500-word weblog that takes about 10-15 minutes to learn.
Boom. You have one other useful resource to share, which might additionally embody correct key phrases so it ranks increased on the SERP.
Let’s say you find yourself enhancing the video down to about 5 minutes. From right here, you may make:
- A 5 minute video to submit on YouTube and your weblog
- Ten 30-second movies to submit throughout a number of social media platforms
- Twenty 100-word posts on LinkedIn
- Thirty 50 to 60-word posts on Twitter
Not to point out there are different platforms like Reddit and Quora, in addition to e-mail advertising and marketing, that you could additionally distribute your content material with. (Turn one of the 100-word LinkedIn posts into the opening in your newest e-newsletter, and connect the total video for those that need to be taught extra!)
By beginning off with an all-encompassing video, you prolong your content material capabilities from a daily weblog article into 50+ items of content material throughout a number of social media platforms and serps.
For instance, Lewis Howes (and plenty of different manufacturers and entrepreneurs) are well-known for using this methodology.
As you’ll be able to see under, Howes had an interview for his podcast with Mel Robbins, which is scaled throughout YouTube and podcast platforms, however he took a quote from her within the interview and scaled it throughout Instagram, Twitter, and LinkedIn.
When you construct out your content material calendar, merely copy and paste sure sections into an excel spreadsheet, and arrange them based mostly on date and platform. Make positive they make sense on the platform, add an additional line or two if you happen to want to, and work your magic.
This will prevent hours of time in your planning course of.
Now that you’ve created your numerous kinds of content material, it’s time to be sure it seems earlier than the correct eyes.
Having a constant circulation of related content material in your web site and social media platforms is an important half of empowering your model, constructing credibility, and exhibiting that you simply’re price trusting as a possible associate.
As you repurpose older content material as nicely, you’ll be able to repeat this course of and pull collectively one other 50+ items of content material from a beforehand profitable article.
Improving natural search visibility
“Discoverability” is a well-liked time period in advertising and marketing. Another method to say it’s “organic search visibility”. Your model’s search visibility is the proportion of clicks that your web site will get as compared to the entire quantity of clicks for that individual key phrase or group of key phrases.
Normally, you’ll be able to enhance your visibility by writing a bit of content material that displays a goal key phrase one of the best and construct hyperlinks to that web page, which improves your rankings for that key phrase and long-tail variations of that key phrase.
However, as you start to develop your enterprise, it’s possible you’ll start closely counting on branded search visitors.
In reality, one of the most important drivers of natural visitors is branded visitors. If you do not have an authoritative model, it is difficult to obtain backlinks naturally, and subsequently tougher to rank organically.
One of the most important drivers of model consciousness is thru social media. More than four.5 billion persons are utilizing the web and three.eight billion are utilizing social media.
If you need extra folks to search for your model, push related social media campaigns that do exactly that.
But even additional than that, we’re seeing an increasing number of social media platforms similar to Pinterest, YouTube, and Twitter exhibiting up as search outcomes and snippets. For instance, under is the SERP for the key phrase “how to make cookies”, the place a sequence of YouTube movies present up:
And this SERP for the key phrase “Moz“ has the latest Tweets from Moz’s Twitter.
Writing content material that ranks will proceed to be essential — however as Google retains integrating different kinds of social media into the SERPs, make time to submit on each social media platform to enhance search visibility and make your model discoverable.
But, duplicate content material?
Duplicate content material may be outlined as the identical content material used throughout a number of URLs, and may be detrimental to your web site’s well being. However, from what we have now seen by a number of conversations with entrepreneurs within the SEO world, there is no such thing as a indication that web sites are getting penalized for duplicate content material when reposting mentioned content material on social media platforms.
Say goodbye to the time drain of creating one piece of content material at a time. The only method to create a profitable content material advertising and marketing technique is to share thought-provoking and data-driven content material. Take benefit of this course of to maximize your output and visibility.
Here are some last suggestions to take away to efficiently launch a content material advertising and marketing technique, utilizing this methodology:
- Consistently analyze your outcomes and double down on what works.
- Don’t be afraid to strive new ways to see what your viewers is excited about (Check out a real-world content material technique I helped get outcomes for right here).
- Analyze the response out of your viewers. They’ll inform you what is sweet and what’s not!
Have different concepts? Let me know within the feedback!