Transcript
WEBVTT 1 00:00:08.160 --> 00:00:17.320 Conversations from the front lines of marketing. This is be tob growth. Hey 2 00:00:17.359 --> 00:00:21.480 friends, welcome back to be to be growth. Today I am joined by 3 00:00:21.559 --> 00:00:26.719 Justin Simon. He is in charge of content marketing at Metadata and Justin, 4 00:00:26.760 --> 00:00:29.440 we are so glad to have you here with us on B Tob Growth. 5 00:00:29.480 --> 00:00:31.640 Man, awesome. Yeah, I have to be here. Okay. So, 6 00:00:31.839 --> 00:00:36.200 Justin as it pertains to content marketing, particularly in the beat to be 7 00:00:36.320 --> 00:00:39.679 space that you and I are in, I wondered if there was something right 8 00:00:39.719 --> 00:00:43.399 off the top that you wish you saw less of. That's going to be 9 00:00:43.439 --> 00:00:48.039 my first question to you. Is there something you wish you saw less of 10 00:00:48.039 --> 00:00:51.799 than the beat to be space, in the content space? I wish I 11 00:00:51.840 --> 00:00:59.799 saw less direct posting of content and like selfserving content. So the you know, 12 00:00:59.880 --> 00:01:03.880 the idea of like we have a Webinar, we have a you know, 13 00:01:03.000 --> 00:01:06.640 a even a podcast episode, or we have, you know, here's 14 00:01:06.719 --> 00:01:10.319 our thing, here's our newest you know, this is our stuff. I'd 15 00:01:10.400 --> 00:01:15.079 much rather prefer you pull the content out of what that thing is and just 16 00:01:15.120 --> 00:01:19.920 share that content on the platform. I would agree. If you follow Hashtags, 17 00:01:19.920 --> 00:01:25.040 man, on Linkedin and you go for the whole it is like just 18 00:01:25.159 --> 00:01:29.319 you reposted your company's thing again, didn't you, and you didn't add anything 19 00:01:29.319 --> 00:01:33.560 to it. You just posted that graphic for that that Webinar. Huh, 20 00:01:33.840 --> 00:01:38.159 Hashtag Webinar. Hello, okay, cool. Well, today I actually I 21 00:01:38.239 --> 00:01:42.439 think it's the first way I ever really became aware of the work you're doing 22 00:01:42.439 --> 00:01:46.920 around repurposing, which I think is a great conversation to have. But there 23 00:01:47.000 --> 00:01:49.760 was a specific post that I saw on Linkedin, your content right, not 24 00:01:49.920 --> 00:01:53.879 about some Webinar or anything, and I'm going to read it for us here 25 00:01:53.920 --> 00:01:57.480 to set up where I want to want to take my questions and this conversation. 26 00:01:57.599 --> 00:02:04.000 But you said that it's really easy to say that you are repurposing content, 27 00:02:04.040 --> 00:02:07.879 but it's harder to do because most people don't know what's holding them back 28 00:02:07.920 --> 00:02:10.280 and the problem is the wrong mindset, which here at be to be growth 29 00:02:10.360 --> 00:02:14.159 just and we talked about mindset all the time, so it lined up so 30 00:02:14.240 --> 00:02:19.360 perfectly with with the conversations we're having. You said you're creating too much content 31 00:02:19.439 --> 00:02:22.719 with no plan to actually get it in front of people. I bet you 32 00:02:22.759 --> 00:02:28.439 have no shortage of content being created, but it's probably not being distributed and 33 00:02:28.520 --> 00:02:32.560 repurpose so you need to shift your mindset from a creation mindset to a distribution 34 00:02:32.680 --> 00:02:36.800 mindset. And you went on from there and that's where you know we're going 35 00:02:36.840 --> 00:02:42.120 to jump off that conversation. So, okay, I hear repurpose content and 36 00:02:42.439 --> 00:02:45.120 that phrase is tossed out a lot. So I want to start with giving 37 00:02:45.159 --> 00:02:47.960 you an opportunity to just define it for us. And what does it mean 38 00:02:49.000 --> 00:02:52.800 to you? Yeah, I mean, the reason it's defined different ways because 39 00:02:52.800 --> 00:02:55.520 it truly can mean different things to different people. Out of that is base 40 00:02:57.240 --> 00:03:04.000 core form. repurposing contents nothing more than taking one thing and remixing it, 41 00:03:04.080 --> 00:03:10.400 reusing it, chopping it into either another thing or many other things. So 42 00:03:10.680 --> 00:03:15.080 repurpose content for one person might mean taking a blog post and turning that into 43 00:03:15.080 --> 00:03:19.639 social for another person that might mean taking a youtube video and turning that into 44 00:03:19.639 --> 00:03:23.360 tick tock. Another person that might be, you know, shooting a whole 45 00:03:23.400 --> 00:03:28.199 bunch of shorts videos, merging them all together and putting them as a long 46 00:03:28.240 --> 00:03:32.360 form youtube video. It's all repurposed, it's all readone in different ways. 47 00:03:32.479 --> 00:03:37.280 It's just kind of taking one thing and yeah, I kind of like to 48 00:03:37.319 --> 00:03:40.599 think of it as like you're just taking one thing and remixing into another. 49 00:03:40.879 --> 00:03:46.719 Right. I think what's interesting is that the history of repurpose content in the 50 00:03:46.800 --> 00:03:53.159 lexicon of content marketing has had these ebbs and flows. Right. So I 51 00:03:53.199 --> 00:03:59.120 remember like maybe two thousand and eighteen when it when repurpose meant basically like well, 52 00:03:59.120 --> 00:04:00.240 we need to get five tweets out of this and we need just like 53 00:04:00.360 --> 00:04:03.759 more, more and more, like get is like the maximount you can and 54 00:04:03.840 --> 00:04:09.919 get in front of people as often as possible. But we aren't really going 55 00:04:09.960 --> 00:04:13.080 exactly in that same stream here in two thousand and twenty two. That was 56 00:04:13.120 --> 00:04:15.680 great maybe back then, but you see sort of an evolution and you often 57 00:04:15.759 --> 00:04:20.519 speak to that, talk about how the mindset of what you're talking about when 58 00:04:20.560 --> 00:04:26.839 talk about repurposes may be slightly different than that. Yeah, it's not necessarily. 59 00:04:27.399 --> 00:04:30.519 I think it's being strategic at the end of the day and being realistic. 60 00:04:30.519 --> 00:04:34.639 So yeah, that two thousand and eighteen. That that classic Gary v 61 00:04:34.800 --> 00:04:38.879 Slide Deck. The you know, I'll take one thing and cut it up 62 00:04:38.879 --> 00:04:44.839 into a thousand things. Super Inspirational and I think in I'd be lying if 63 00:04:44.879 --> 00:04:47.240 I said that wasn't actually an inspiration. Probably at the you know, very 64 00:04:47.240 --> 00:04:50.160 beginning. For me and a lot of and for a lot of this right, 65 00:04:50.160 --> 00:04:54.439 but I think the the react when the rubber meets the road in the 66 00:04:54.480 --> 00:04:58.319 reality sets in as a as a content marketer who's got to actually get it 67 00:04:58.360 --> 00:05:02.000 done, and a lot of times at orgs where their support needed to actually 68 00:05:02.079 --> 00:05:08.040 make that happen. So, like m brand guidelines need to be followed and 69 00:05:08.160 --> 00:05:10.639 you know, especially if you're talking about doing this for a company like there, 70 00:05:10.720 --> 00:05:15.160 it's very easy on a personal brand for instance, to kind of just 71 00:05:15.160 --> 00:05:17.319 say, okay, I'm going to go crazy and just post a bunch of 72 00:05:17.319 --> 00:05:19.959 stuff and try a bunch of different meanings. It's not always as easy when 73 00:05:19.959 --> 00:05:25.240 you're trying to do it for corporate brand. And so yeah, I think 74 00:05:25.240 --> 00:05:28.600 thinking through the strategy of that, though, I'm always asking the question of 75 00:05:28.639 --> 00:05:33.160 like why, what's the purpose? What's the function? How do we maximize 76 00:05:33.160 --> 00:05:39.480 what we're doing? I'm a classic maximizer in that form of of like strengths 77 00:05:39.560 --> 00:05:44.639 finder, if you're familiar with any of that stuff. Like my what what 78 00:05:44.759 --> 00:05:46.959 drives me is to get the most out of what we have and especially as 79 00:05:47.000 --> 00:05:50.519 a content leader, we're creating stuff all the time. That's what we're being 80 00:05:50.519 --> 00:05:54.000 tasked with. Hey, you are the content leader, you have the content 81 00:05:54.000 --> 00:05:59.079 team, or you're working freelance or you're figuring this out like we, thankfully 82 00:05:59.600 --> 00:06:02.199 company. He's now understand the importance of content marketing and the value and it's 83 00:06:02.199 --> 00:06:06.959 actually becoming more and more valuable in a more sought out position at companies. 84 00:06:08.560 --> 00:06:12.600 So like that's awesome, but then the spotlight gets turned and so, okay, 85 00:06:12.720 --> 00:06:15.360 you gotta, you gotta perform now, like what does that look like? 86 00:06:15.399 --> 00:06:17.240 In for a lot of people, that's that's run in the hamster wheel 87 00:06:17.279 --> 00:06:20.079 of content creation and just we're going to create its output. It's we're going 88 00:06:20.079 --> 00:06:25.040 to create as much stuff as we humanly possibly can as a team, and 89 00:06:25.079 --> 00:06:29.879 that's where it stops. One thing I want to follow up with is is 90 00:06:29.879 --> 00:06:33.040 team. You mentioned it. Their team size is eat a real thing. 91 00:06:33.079 --> 00:06:38.120 You came from a larger team, now you work with a smaller team and 92 00:06:38.480 --> 00:06:43.680 you've seen this strategy of repurposing really provide like a ton of reward. It's 93 00:06:43.759 --> 00:06:46.319 not just about and we did like new content, new content, new content, 94 00:06:46.399 --> 00:06:50.480 but there's went, like you said, strategy in a small team setting. 95 00:06:50.560 --> 00:06:54.879 Obviously now you're seeing tons of reward. They're right. Totally. Yeah, 96 00:06:55.079 --> 00:07:00.160 at my last company, if you included like our interns who were who 97 00:07:00.160 --> 00:07:03.319 were worked throughout the year, I had a larger content team than I we 98 00:07:03.360 --> 00:07:08.920 have a marketing team at Metadata, and so this is just interesting how those 99 00:07:09.000 --> 00:07:12.639 things work out. And that was, honestly, the other a huge thing 100 00:07:12.720 --> 00:07:18.279 for me and in my evolution of this was going from having a full on 101 00:07:18.360 --> 00:07:23.759 content team with full time video people, full time social people, full time 102 00:07:23.800 --> 00:07:27.759 writers, and they each had their own jobs and I sort of played the 103 00:07:27.759 --> 00:07:30.360 coach role of like getting them and play and understanding what you know, what 104 00:07:30.399 --> 00:07:32.560 plays we were going to run and what we're going to do and help. 105 00:07:32.639 --> 00:07:36.040 You know, I really played that role. Come over to Metadata, it's 106 00:07:36.120 --> 00:07:41.480 content team of one, it's marketing team of three, it's we gotta get 107 00:07:41.519 --> 00:07:45.839 stuff out, and so for me that I was like, oh shoot, 108 00:07:45.879 --> 00:07:49.240 I'm only one person here. Now I've really got to think about maximizing right, 109 00:07:49.279 --> 00:07:53.160 you've got I've really got to think about getting the most out of what 110 00:07:53.240 --> 00:07:56.639 we have. And so that's where my mindset started as far as like, 111 00:07:56.720 --> 00:08:01.720 okay, we can actually create less original stuff, because when I came in, 112 00:08:01.839 --> 00:08:07.319 we are creating multiple original pieces of content every single week at metadata and 113 00:08:07.399 --> 00:08:09.600 it was it was just the constant of like all right, what's next? 114 00:08:09.600 --> 00:08:11.439 All right, what's next? All right, what are we creating next? 115 00:08:11.519 --> 00:08:15.480 What's the what's the next thing? And so being able to kind of pump 116 00:08:15.519 --> 00:08:18.199 the brakes there and say like that's awesome, we've got all the stuff. 117 00:08:18.199 --> 00:08:22.720 What if we got more out of what we did and then spread that calendar 118 00:08:22.839 --> 00:08:28.879 out a little bit to allow us to really give ourselves breathing room to do 119 00:08:28.079 --> 00:08:33.399 more important work like strategy, creativity, saying through how to make this land 120 00:08:33.480 --> 00:08:39.840 the best possible way, because when you're just constantly creating and constantly turning out 121 00:08:39.840 --> 00:08:43.960 content, all of those other things kind of falls to the wayside. Before 122 00:08:43.000 --> 00:08:46.320 we get to like an example of how you would do this, I want 123 00:08:46.360 --> 00:08:48.840 to ask a couple follow up questions there. So, for Metadata specifically, 124 00:08:50.080 --> 00:08:52.840 what were those pieces of content that you guys were churning out often when you 125 00:08:52.840 --> 00:08:56.440 first came on the team? Justin yeah, at the time it was really 126 00:08:56.480 --> 00:09:01.679 blog heavy. We were writing post, we were getting post written for us. 127 00:09:03.840 --> 00:09:05.960 We had a series going at the time, an nofluffs given series, 128 00:09:05.960 --> 00:09:11.320 where we were working with other awesome marketers to have them essentially guest post and 129 00:09:11.399 --> 00:09:15.679 write on our blog and being able to do stuff like that. So it 130 00:09:15.720 --> 00:09:20.320 was a really blog heavy strategy to start, which for me made it easy 131 00:09:20.320 --> 00:09:22.559 because I had come from that world. But yeah, just trying to figure 132 00:09:22.600 --> 00:09:28.279 out how best to utilize what we had, but then also kind of plan 133 00:09:28.440 --> 00:09:31.639 and figure out what kind of what came next. So I guess in a 134 00:09:31.679 --> 00:09:35.279 real world example, before we just throw out hypotheticals, as you re evaluate, 135 00:09:35.559 --> 00:09:39.559 what was the change in mindset in maybe if there was a change in 136 00:09:39.639 --> 00:09:43.840 distribution, what did you what did you kind of hone in on? Yeah, 137 00:09:45.039 --> 00:09:48.080 for me, the the honing in not so I had I had set 138 00:09:48.200 --> 00:09:52.440 up some of these particular frameworks before I came to Metadata, and so we 139 00:09:52.440 --> 00:09:56.879 were I was already kind of set up with these ideas of like distribution doc 140 00:09:58.000 --> 00:10:01.320 so like you have a post and you're actually figure out what you want and 141 00:10:01.320 --> 00:10:03.840 where you want to post at and try to come up with the the end 142 00:10:03.919 --> 00:10:07.720 game plan for it. So I kind of already knew how I wanted to 143 00:10:07.720 --> 00:10:11.600 set that was up and come up with the distribution for it. But it 144 00:10:11.639 --> 00:10:16.000 was just a it didn't take much work, but a convincing the other people 145 00:10:16.000 --> 00:10:18.120 on the team like hey, let's like pause this down, like I know 146 00:10:18.159 --> 00:10:22.440 it's worth it, this is worth it. We don't have to do you 147 00:10:22.480 --> 00:10:24.480 know, we don't have to do this, and then be able to this 148 00:10:24.519 --> 00:10:28.360 is the other reality and the other side of coin is being able to prove 149 00:10:28.399 --> 00:10:31.600 it out and show reason volts. And so that was the next step. 150 00:10:31.679 --> 00:10:33.600 was like, okay, we're going to take a break, we're going to 151 00:10:33.600 --> 00:10:37.240 try to reassess what we're doing on the on the content, that distribution side, 152 00:10:37.240 --> 00:10:41.000 but then it's got to prove itself out. If it didn't work, 153 00:10:41.039 --> 00:10:43.279 I'd be at the same point I was at for and maybe I would have 154 00:10:43.279 --> 00:10:46.600 had a reassess. Thankfully it worked and we're able to kind of get traction 155 00:10:46.720 --> 00:10:50.559 on it and make that work. For I find that we don't have to 156 00:10:50.600 --> 00:10:54.360 do this, like take a break, is so rough. That conversation for 157 00:10:54.480 --> 00:11:00.200 marketers who are especially in something that is seemingly working, like in your guys 158 00:11:00.200 --> 00:11:03.399 situation, where you have guest bloggers writing and you have a system down, 159 00:11:03.440 --> 00:11:05.519 it's like, well, we don't really need to take a break, can 160 00:11:05.519 --> 00:11:11.279 we like evolved it as we go, but sometimes in that taking a step 161 00:11:11.320 --> 00:11:13.960 back, you see things that you don't you literally just don't have time for, 162 00:11:15.200 --> 00:11:18.000 like it's there. So I love that you said that we don't have 163 00:11:18.080 --> 00:11:20.879 to do this, we can, we can take a quick pause. We 164 00:11:20.919 --> 00:11:24.120 want a better outcome and obviously that's what we're going to be judged on ultimately. 165 00:11:24.600 --> 00:11:28.200 But that strategy pieces is so huge and all this. Okay, so 166 00:11:28.279 --> 00:11:31.360 let me do this. I'm going to hit you with like let's say I 167 00:11:31.399 --> 00:11:35.759 work at a company and we have an original research piece and I'm coming to 168 00:11:35.799 --> 00:11:39.080 you and I'm going, how should I be thinking about repurposing this? Justin 169 00:11:39.200 --> 00:11:43.840 like break it down for me. Yeah, the first thing, the I 170 00:11:43.879 --> 00:11:48.200 mean at the tippy top, as the content person, you have to be 171 00:11:48.480 --> 00:11:54.639 super familiar with what that research is, who it's for, why it matters, 172 00:11:54.639 --> 00:11:56.919 because maybe you're not the one who initiated that even the first place. 173 00:11:56.960 --> 00:12:01.879 Like, so at the top, and the reason I sin that seems super 174 00:12:01.879 --> 00:12:05.399 fundamental, because it is, but the reason you need to be able to 175 00:12:05.440 --> 00:12:09.480 do that as so then you can understand what can come out of that, 176 00:12:09.720 --> 00:12:11.759 because I think that's what you're trying to figure out. What can I take 177 00:12:11.799 --> 00:12:16.240 out of this research or out of this you know, let's say, if 178 00:12:16.240 --> 00:12:22.200 it's original research, you probably put together some sort of document, Ebook, 179 00:12:22.279 --> 00:12:26.279 PDF, slide deck, whatever, where it breaks the actual the the data 180 00:12:26.360 --> 00:12:28.759 down, and then what I would do is I would go through it and 181 00:12:28.799 --> 00:12:33.799 find the best subtopics, the best you know, if you I did this 182 00:12:33.840 --> 00:12:39.279 at text mess we had, and they still do it, had an original 183 00:12:39.279 --> 00:12:46.120 research piece on video research and essentially it was taking that and figuring out what 184 00:12:46.200 --> 00:12:48.840 are the best pieces that are coming out of it. Video length, of 185 00:12:48.879 --> 00:12:52.200 the he was a huge part, or video titles or thumbnails, anything you 186 00:12:52.200 --> 00:12:56.000 can pull out, and so then you can take those subtopics and you can 187 00:12:56.080 --> 00:13:01.519 create other pieces of content around that. So, for instance, we had 188 00:13:01.559 --> 00:13:05.639 a blog post around video length or we had a podcast episode around video length. 189 00:13:05.639 --> 00:13:07.080 There were, you know, and then we had tweets pointing to the 190 00:13:07.120 --> 00:13:11.279 podcast and put so you can start to see how that stuff starts to formulate. 191 00:13:11.320 --> 00:13:16.759 But for me it really starts at the you know I call it like 192 00:13:16.759 --> 00:13:22.039 the cornerstone piece of that content and then breaking that down into subtopics and sub 193 00:13:22.080 --> 00:13:26.000 pieces of content from there. HMM, okay, so that's with original research. 194 00:13:26.000 --> 00:13:28.799 I'm going to just throw out like another piece that people might have. 195 00:13:30.279 --> 00:13:33.399 So if we play this game again, I'm at a company. We hold 196 00:13:33.519 --> 00:13:39.039 a monthly Webinar and it's already something that we're pulling off. It's in our 197 00:13:39.080 --> 00:13:46.000 regular rotation. How would you be strategically thinking about repurposing that content? Yep, 198 00:13:46.600 --> 00:13:50.039 it's literally this is the best part. It's the almost the exact same 199 00:13:50.600 --> 00:13:54.720 format. You're just thinking through different maybe channels. So the format for a 200 00:13:54.759 --> 00:14:00.000 Webinar. You're getting that in video, you're getting that in audio. So 201 00:14:00.039 --> 00:14:01.120 now I'm starting to think through. Okay, what are the up? Maybe 202 00:14:01.159 --> 00:14:05.039 there's some audio stuff we could do. Maybe definitely video stuff we can do. 203 00:14:05.320 --> 00:14:09.200 Maybe it's as simple as housing it on our website or housing it on 204 00:14:09.240 --> 00:14:13.240 Youtube. We're cutting up those best parts out of the Webinar. It could 205 00:14:13.279 --> 00:14:16.360 be taking any it. A lot of webinars have q and a attached to 206 00:14:16.440 --> 00:14:20.480 him. So taking the questions that came out of that and maybe we're going 207 00:14:20.519 --> 00:14:26.159 to create more content off of those questions to answer those. Maybe there are 208 00:14:26.759 --> 00:14:31.320 questions I got answered in the Webinar that we knew ahead of time, very 209 00:14:31.360 --> 00:14:33.879 specific. So if we're going to cover X, Y and Z thing, 210 00:14:35.120 --> 00:14:39.159 if I know I have this very maybe it's a ten minute clip that I 211 00:14:39.200 --> 00:14:43.279 know and that's in that Webinar. I know I can take that ten minute 212 00:14:43.279 --> 00:14:46.080 clip ahead of time, answer the question and then post that on Youtube. 213 00:14:46.080 --> 00:14:50.360 That might be able to answer a question that somebody searching. And that's where 214 00:14:50.360 --> 00:14:54.759 it's really become cyclical, because if you're thinking about the distribution ahead of time, 215 00:14:54.240 --> 00:14:58.440 it impacts your planning before you even do the thing. Yeah, that's 216 00:14:58.480 --> 00:15:03.679 what's so crucial about this one. Honestly, just in this is what has 217 00:15:03.679 --> 00:15:07.440 made your content so helpful for me. Is Because, when you think about 218 00:15:07.440 --> 00:15:09.879 distribution, this almost should be a no brainer for marketing. But like, 219 00:15:09.919 --> 00:15:15.440 because there's so many distribution channels and the tendency is to go well, if 220 00:15:15.480 --> 00:15:18.039 we just create more content, that's some sort of strategy, right, like 221 00:15:18.080 --> 00:15:22.600 just push out good content or like push out content that ranks only valuable. 222 00:15:24.159 --> 00:15:28.960 Whatever valuable means. That that shifting target, but I love that. Okay, 223 00:15:28.000 --> 00:15:31.279 and the part that you said that I wanted to focus in on for 224 00:15:31.279 --> 00:15:35.639 a second was know the content, which sounds so practical, but in a 225 00:15:35.679 --> 00:15:37.840 sense, like with a Webinar, you don't have to know anything about the 226 00:15:37.840 --> 00:15:43.000 Webinar if all you do is just repost the whole thing on Linkedin. So 227 00:15:43.080 --> 00:15:46.320 it's it's an easy cop outlook, we shared a piece of content. Here's 228 00:15:46.320 --> 00:15:50.600 the Webinar. Versus, if I go hey, there's a forty five second 229 00:15:50.600 --> 00:15:54.320 clip in here that speaks to some specific problem our customers are having and we 230 00:15:54.399 --> 00:15:58.559 just focused on that little bit. We're going to add value. We're not. 231 00:15:58.600 --> 00:16:03.159 We're no longer just promoting the Webinar, which is a frustration you and 232 00:16:03.200 --> 00:16:07.320 I both feel, and it you start to see how this obviously repurposing content 233 00:16:07.360 --> 00:16:11.919 becomes highly valuable. But knowing the content man like it takes time to write. 234 00:16:12.600 --> 00:16:17.200 Yeah, and I think even going back to the mindset shift piece of 235 00:16:17.240 --> 00:16:19.679 it like that really is the core foundation. And and a huge part of 236 00:16:19.720 --> 00:16:26.000 that is you aren't doing the Webin are for the Webin are sake, HMM, 237 00:16:26.039 --> 00:16:30.799 as a team. You're doing the Webin are so that you can cut 238 00:16:30.840 --> 00:16:33.960 it up and share it and have content that you can put emails and reach 239 00:16:33.960 --> 00:16:37.399 out to customers about. And you know what I mean. That's that's why 240 00:16:37.440 --> 00:16:40.000 you're doing it. You have a hundred people show up, that's awesome. 241 00:16:40.320 --> 00:16:44.759 Yeah, but that's a hundred people. And so if in what companies end 242 00:16:44.799 --> 00:16:48.480 up doing is I say, okay, sweet, next shot, especially in 243 00:16:48.480 --> 00:16:52.679 the monthly cadence of that. It's awesome, we got a hundred next month. 244 00:16:52.720 --> 00:16:55.840 Can we get a hundred and ten or a hundred and twenty? But 245 00:16:55.879 --> 00:16:59.960 you're only focused on that singular thing and so you're constantly having to come up 246 00:17:00.000 --> 00:17:03.319 with new ideas, new ways, new how to. It's only on that. 247 00:17:03.920 --> 00:17:07.400 At the same time, you have another probably if it's a larger or 248 00:17:07.599 --> 00:17:11.680 you have another group or a person that's focused on the blog and they're trying 249 00:17:11.720 --> 00:17:14.480 to do the same thing in the blog. You have another group people focused 250 00:17:14.519 --> 00:17:17.599 on the podcast and trying to do the same thing on the podcast. Yep, 251 00:17:17.599 --> 00:17:21.799 when they're all trying to do the exact same thing, hit the exact 252 00:17:21.799 --> 00:17:25.759 same topics and reach the exact same audience through different mediums, but they're all 253 00:17:25.759 --> 00:17:29.400 just churning, churning, turning, churning versus working together and trying to create 254 00:17:29.440 --> 00:17:33.160 a cohesive, actual system to make it work. Yeah, when I think 255 00:17:33.160 --> 00:17:37.559 of our like distribution plans, there's a couple projects a year where I think 256 00:17:37.559 --> 00:17:41.000 we operate at a very high level. We do it what you're saying because, 257 00:17:41.079 --> 00:17:44.640 like the stakes are raised. So of course we're going to do it. 258 00:17:44.680 --> 00:17:47.400 This is a no brainer project to do it on. But it's when 259 00:17:47.480 --> 00:17:52.279 we get to like that monthly cadence where it almost feels easier to pump out 260 00:17:52.279 --> 00:17:55.640 new content consistently because all you just worry about that over there you just were 261 00:17:55.640 --> 00:17:59.359 about, and it feels to me this might not be everybody situation, but 262 00:17:59.400 --> 00:18:02.960 like that's we lack some of the strategy where there could be. Hey, 263 00:18:03.200 --> 00:18:07.359 focus lesson just create new stuff, focus more on how do we distribute this 264 00:18:07.440 --> 00:18:15.119 and get maximum return for the efforts here. You provide context around how you 265 00:18:15.119 --> 00:18:17.640 think about all this in a framework kind of like three pillars. So we 266 00:18:17.680 --> 00:18:22.279 have a cornerstone, core and cut content. Break that down for US Justin 267 00:18:22.359 --> 00:18:26.480 to give us that how you're thinking about it. Yeah, so I call 268 00:18:26.519 --> 00:18:32.640 it the the C method, and really what it is it's trying to group 269 00:18:32.680 --> 00:18:36.200 your content. And again there's nuance to all this. So but of course, 270 00:18:36.279 --> 00:18:38.400 in at least it as as a base level, group your content and 271 00:18:38.519 --> 00:18:45.960 to both a timing and a size and importance kind of level. So cornerstone 272 00:18:47.000 --> 00:18:48.960 content at the top of the pyramid, this is the stuff you should be 273 00:18:49.000 --> 00:18:56.880 creating at least, probably once a year, bare minimum twice a year. 274 00:18:56.440 --> 00:19:03.279 Great, every quarter even better. This. These are the digital events, 275 00:19:03.319 --> 00:19:07.920 these are the original research pieces, these are the big, you know, 276 00:19:08.359 --> 00:19:12.799 core things that you have going out, cornerstone things that you have going out 277 00:19:12.799 --> 00:19:18.880 every every single quarter or beyond. These are the things that every if you 278 00:19:18.920 --> 00:19:26.240 do it right, every single thing you do for that quarter or that half 279 00:19:26.240 --> 00:19:30.640 could come off of it. okayretically, so even on a personal level. 280 00:19:30.680 --> 00:19:37.359 So like for me, if you go Super Meta, my course is cornerstone 281 00:19:37.400 --> 00:19:41.839 content every I can create blogs, I can create videos, I can create 282 00:19:42.400 --> 00:19:45.319 I could have a Webinar, I could have a series, I could have 283 00:19:45.400 --> 00:19:49.920 so much stuff that comes off of the information inside that course, and so 284 00:19:49.960 --> 00:19:55.359 that's kind of how and then from there you can eat and that stuff would 285 00:19:55.359 --> 00:20:00.000 be kind of the core content. So if you have, if you plan 286 00:20:00.000 --> 00:20:04.000 out a piece of original research, something that could come off of that would 287 00:20:04.039 --> 00:20:07.839 be very clearly a blog post that might talk about it. So you have 288 00:20:07.880 --> 00:20:11.440 a written format, you might do a podcast episode where you go over some 289 00:20:11.480 --> 00:20:18.079 of the interesting ideas around that particular data set and what you have and the 290 00:20:18.119 --> 00:20:22.160 report, and so that's kind of your core level. Is the things that 291 00:20:22.240 --> 00:20:27.200 the initial things that really drive a typical content strategy, Lebon ours event, 292 00:20:27.319 --> 00:20:33.359 you know, smaller events, smaller blog posts and stuff like that, and 293 00:20:33.400 --> 00:20:37.759 then underneath that as the cut content, and so that is, at its 294 00:20:37.799 --> 00:20:41.599 base level, social content. I think it could be pulled for like email 295 00:20:41.680 --> 00:20:47.359 newsletters or email content as well, youtube shorts, Tick Tock, any of 296 00:20:47.400 --> 00:20:51.920 those type of things where you're pulling and you're just taking this corner stone and 297 00:20:52.000 --> 00:20:56.279 core level content and bringing it down to a level where people don't even need 298 00:20:56.359 --> 00:21:02.799 to know that those other things exist to see the content. HMM. Okay, 299 00:21:03.119 --> 00:21:07.559 so maybe walks are an example. You kind of gave us a little 300 00:21:07.640 --> 00:21:11.640 Meta example there for a second, but is there a cornerstone piece right now 301 00:21:11.680 --> 00:21:15.440 that comes to mind that you could show us how that breaks down into core 302 00:21:15.599 --> 00:21:19.759 and cut content for you? Sure, absolutely so. A good example. 303 00:21:19.880 --> 00:21:26.559 We did this with our digital event demand last fall for METADATA. So we 304 00:21:26.599 --> 00:21:30.559 had a digital event. Typically, what most people do when they have a 305 00:21:30.599 --> 00:21:34.680 digital event is they push at sort of like we're talking about, with like 306 00:21:34.680 --> 00:21:38.759 a monthly Webinar, and you can see where this really like. It fits. 307 00:21:38.839 --> 00:21:41.720 It just fits regardless of what you're doing. But typically, when people 308 00:21:41.759 --> 00:21:45.880 have a digital event. They spend all this time, effort, energy, 309 00:21:47.039 --> 00:21:51.400 months. I know because we've worked on them month. I Live Wanning, 310 00:21:51.440 --> 00:21:56.160 getting speakers, getting, you know, all this stuff figured out. They 311 00:21:56.200 --> 00:22:00.880 have the event, it's awesome, everybody feels great, event ends, that 312 00:22:00.920 --> 00:22:03.680 content is no longer good. They don't even think. It's not even content, 313 00:22:04.119 --> 00:22:08.240 it's just a event. It's done and so and then they send out 314 00:22:08.240 --> 00:22:14.160 the recordings after word, like or House Amana on a landing page. Why 315 00:22:14.160 --> 00:22:17.960 do we do it? Really, that's typically what happens, but we're all 316 00:22:18.079 --> 00:22:22.960 we do that. What we did at Metadata was say I saw it as 317 00:22:23.160 --> 00:22:29.559 a an amazing opportunity to take this. We had twelve sessions that were tied 318 00:22:29.680 --> 00:22:33.680 like directly into like be to be, into our market, bb marketing, 319 00:22:33.720 --> 00:22:38.319 like content we knew people wanted and would be interested in. And so what 320 00:22:38.359 --> 00:22:44.759 we did was we took that content and planned out, literally before we even 321 00:22:44.799 --> 00:22:48.920 had the event, I had all the content planned out into January what was 322 00:22:48.960 --> 00:22:52.319 going to launch and how it was going to launch and where it was going 323 00:22:52.359 --> 00:22:55.680 to launch and really just having a plan to be able to cut that up. 324 00:22:55.720 --> 00:22:57.920 And so for us we decided, hey, we're going to post we're 325 00:22:57.920 --> 00:23:02.720 going to get out of each video, because that's what they were. They 326 00:23:02.759 --> 00:23:04.559 were sessions, but at the core of their medium there were videos, and 327 00:23:04.559 --> 00:23:07.599 it was like, okay, we're going to get cornerstone, maybe even a 328 00:23:07.640 --> 00:23:11.720 session, and then we're going to get out of that session. We're going 329 00:23:11.759 --> 00:23:14.759 to we're going to be able to have written content, we're going to take 330 00:23:14.799 --> 00:23:17.400 the top highlights out of that section and we're going to be able to put 331 00:23:17.440 --> 00:23:19.960 it on there so that people can read it and read through it if they 332 00:23:19.960 --> 00:23:25.480 want to. Traditionally maybe people would do a blog post. We just thought 333 00:23:25.519 --> 00:23:27.519 that was going to be a more consumable way to do it and then from 334 00:23:27.559 --> 00:23:32.680 there, and then from there we're going to take and literally I watched probably 335 00:23:32.759 --> 00:23:37.519 thousands of hours worth of these sessions. I could probably repeat them before they 336 00:23:37.599 --> 00:23:41.519 even launched at certain points because I had watched them so much, because I 337 00:23:41.559 --> 00:23:45.519 was pulling the clips and I was pulling the best clips out of those posts. 338 00:23:45.599 --> 00:23:51.599 It's not glamorous work by any means, but it's better too. I 339 00:23:51.960 --> 00:23:53.480 feel like it's going to be better if you do it in house and if 340 00:23:53.480 --> 00:23:59.480 you off shoot it, because you know your audience best, and so cut 341 00:23:59.559 --> 00:24:04.039 those up into social videos and then also made longer cut so if we expanded 342 00:24:04.119 --> 00:24:08.279 on a topic, made longer cuts and put those videos out on Youtube to 343 00:24:08.319 --> 00:24:15.279 where somebody wouldn't have to necessarily watch the forty minute session or the twenty minute 344 00:24:15.319 --> 00:24:18.839 session to get a good chunk of information there and and then we'd literally would 345 00:24:18.920 --> 00:24:23.480 drip those out, the social videos, the youtube videos, every single week, 346 00:24:23.599 --> 00:24:27.000 multiple times a week, for four months. And we're still putting that 347 00:24:27.000 --> 00:24:32.759 content out and recycling it and putting it back into our onto social. This 348 00:24:32.839 --> 00:24:36.279 is a hit, a non beat of B example. But one thing I 349 00:24:36.319 --> 00:24:41.039 have paid a lot of attention to because I love sports, is ESPN, 350 00:24:41.279 --> 00:24:45.960 over time, has totally learned this model where now, once I say this, 351 00:24:47.039 --> 00:24:49.319 you won't be able to UNSEE it, but watch the stuff that they 352 00:24:49.319 --> 00:24:55.400 share. They are so good now at baking in old clips, things that 353 00:24:55.440 --> 00:24:59.440 are memorable from like years back in sports, and they never used to do 354 00:24:59.480 --> 00:25:03.000 it. It always used to be what's the event that's happening today that everybody's 355 00:25:03.039 --> 00:25:07.640 thinking about, and now they're going we have an archive that is justin you 356 00:25:07.720 --> 00:25:12.079 and I would kill for that amount of plant that they can post for infinity 357 00:25:12.240 --> 00:25:15.160 right, but they're like strategically going back and just say, Oh no, 358 00:25:15.240 --> 00:25:19.720 people would love to watch that play again. And I love how you're breaking 359 00:25:19.799 --> 00:25:23.559 that down, because you're right, four months of content sitting there and I 360 00:25:25.279 --> 00:25:29.319 can think of all sorts of events from the last ten years where we could 361 00:25:29.319 --> 00:25:32.799 have use that in marketing and we didn't. We literally let it die as 362 00:25:32.839 --> 00:25:36.480 soon as that event was passed. Yeah, it's it felt silly to me 363 00:25:36.519 --> 00:25:41.240 and a lot of it like literally silly not to do it, like foolish 364 00:25:41.279 --> 00:25:45.559 not to do it. So but some people feel silly and foolish for doing 365 00:25:45.599 --> 00:25:48.640 it. That's like one of the hurdles. Yeah, I think it's intra 366 00:25:48.880 --> 00:25:53.119 that's when you're internally focusing and I externally focus if I'm focused on my audience, 367 00:25:53.160 --> 00:25:56.599 my audience, as long as the content is still relevant, solid, 368 00:25:56.720 --> 00:26:00.759 beneficial, useful. You know, we had Dave gearhart on as a speaker. 369 00:26:00.799 --> 00:26:04.559 We had kyle like, if they say something useful on October, why 370 00:26:04.640 --> 00:26:10.400 is that not useful in March, like, why is that not useful in 371 00:26:10.480 --> 00:26:14.799 July? That is still awesome. You know, unless it's like talking about 372 00:26:14.880 --> 00:26:18.640 a current event or or something happening, the advice is probably going to be 373 00:26:18.640 --> 00:26:23.559 beneficial, especially in marketing, for I mean six months minium. Yeah, 374 00:26:23.559 --> 00:26:29.000 wow. Okay. So, as we start to wrap this this up, 375 00:26:29.039 --> 00:26:33.960 any sort of just challenge you would give us sort of on a practical how 376 00:26:33.960 --> 00:26:37.400 do we go out and do this? Is it identify a corner stone piece, 377 00:26:37.480 --> 00:26:41.880 like where would you tell people to sort of take action? which we're 378 00:26:42.000 --> 00:26:45.000 all going to be in different places. So you don't have to make a 379 00:26:45.000 --> 00:26:48.240 blanket statement. I'll take that out, but like you get what I'm saying. 380 00:26:48.640 --> 00:26:51.480 Yeah, yeah, no, I think. Yeah, everybody's in a 381 00:26:51.480 --> 00:26:57.279 different spot. I think to start it's pause and assess. So basically what 382 00:26:57.319 --> 00:27:00.720 I did when I started at meditate it. You can do this if you 383 00:27:00.720 --> 00:27:03.400 you know, I would almost advised doing this every quarter. You know, 384 00:27:03.519 --> 00:27:07.200 pause where you're at, look at what you got going out, look at 385 00:27:07.200 --> 00:27:11.680 your content calendar, quote unquote, or whatever you have kind of you're publishing 386 00:27:11.680 --> 00:27:15.440 schedule, and just ask the question, are we getting the most out of 387 00:27:15.480 --> 00:27:22.160 this content? The question the answers probably know, and so then you start 388 00:27:22.200 --> 00:27:23.400 to ask more questions. Okay, what is it? What does it mean 389 00:27:23.440 --> 00:27:26.039 to get the most out of this content? And then just plan that out 390 00:27:26.279 --> 00:27:30.720 and then, yeah, so and then the next quae. Okay, what 391 00:27:30.960 --> 00:27:33.359 channels are we active on? Do we have a newsletter? Do we have 392 00:27:34.359 --> 00:27:38.119 a social channel that we're active on? Do we have a couple? And 393 00:27:38.160 --> 00:27:42.200 then think about how you can maximize those pieces throughout that. So okay, 394 00:27:42.240 --> 00:27:45.960 cool, we do have a newsletter. All right. Well, let's mention 395 00:27:45.039 --> 00:27:48.240 this piece of content and our next newsletter. Okay, we are. We're 396 00:27:48.279 --> 00:27:51.920 active on twitter. Okay, cool. While then we should be talking, 397 00:27:52.000 --> 00:27:56.960 we should be putting a thread that lists everything out from this, you know, 398 00:27:56.440 --> 00:28:00.519 the two or three things out of this Webinar we should put the can 399 00:28:00.559 --> 00:28:03.039 we create twitter threats out of those, or can we create linkedin posts and 400 00:28:03.039 --> 00:28:06.200 then, and then just give it a number. I think that's the other 401 00:28:06.200 --> 00:28:11.240 thing that people get hung up on is like repurposing unlimited amounts of content. 402 00:28:11.839 --> 00:28:15.400 I could get unlimited amounts of content out of this blog, Yep, but 403 00:28:15.440 --> 00:28:21.079 what if you just boxed it to five? What what if you got five 404 00:28:21.119 --> 00:28:25.160 linkedin post out of that blog post? Because once you get five, you 405 00:28:25.240 --> 00:28:26.519 might say I could squeeze to more out, and then you write the two 406 00:28:26.519 --> 00:28:30.000 more, but at least gives you a goal to say we're going to get 407 00:28:30.119 --> 00:28:33.319 five out of each of these blog posts and then maybe you can make a 408 00:28:33.400 --> 00:28:34.200 note and say, like, and there's a lot in here. I could 409 00:28:34.200 --> 00:28:37.880 probably get double that, but you know, just set yourself a number there, 410 00:28:38.000 --> 00:28:42.319 because otherwise it's like it's too overwhelming to look at a blog and say, 411 00:28:42.400 --> 00:28:45.039 like, what are all the what are all the content piece I get 412 00:28:45.039 --> 00:28:48.799 out of here? So and then just set a number and figure it out. 413 00:28:48.839 --> 00:28:52.319 So, yeah, just reassess your situation, kind of audit your content, 414 00:28:52.400 --> 00:28:56.119 figure out what's a working at us, honestly, for a super, 415 00:28:56.160 --> 00:29:00.480 super easy first level. Start what is your best content? What's your bet? 416 00:29:00.480 --> 00:29:02.960 What's your like number one bet? It could be a blog, it 417 00:29:03.000 --> 00:29:07.480 could be a podcast episode, like what is the piece of content that resonates 418 00:29:07.480 --> 00:29:11.640 with your audience? And then figure out how to remix and recut that one 419 00:29:11.680 --> 00:29:15.680 piece of content for your audience. That's what I was suggest doing, because 420 00:29:15.680 --> 00:29:18.240 then you're going to get the bug and you're going to do it for everything. 421 00:29:18.720 --> 00:29:23.240 Yeah, starting there with what's best is is definitely going to give you 422 00:29:23.599 --> 00:29:27.000 highest Roi. And then, for sure, when there's like that thing, 423 00:29:27.519 --> 00:29:30.000 I guess we could repurpose this, but you've already seen it work, so 424 00:29:30.039 --> 00:29:33.480 you got the results. Okay, I love the question. What does it 425 00:29:33.519 --> 00:29:37.039 mean to get the most out of this content as well? So I think 426 00:29:37.079 --> 00:29:41.519 that's something I'm walking away with. The practical remix. What's best? Give 427 00:29:41.559 --> 00:29:45.480 it a number, as you just said, and then earlier just to kind 428 00:29:45.559 --> 00:29:49.519 of Ping this back at the end so that everybody remembers we're talking about breaking 429 00:29:49.559 --> 00:29:55.319 it down and Justin said, to know the content in think through like what 430 00:29:55.440 --> 00:29:59.480 can I get out of this and those subtopics. I love that as well, 431 00:29:59.480 --> 00:30:03.480 just going making a list right from the beginning subtopics, and then where 432 00:30:03.519 --> 00:30:07.839 is this actually getting distributed? What channels? So so much here that people 433 00:30:07.880 --> 00:30:14.400 can go back to. But you also have obviously far more content around repurposing 434 00:30:14.440 --> 00:30:18.559 that you've already created Justin so tell us where we can connect with you metadata 435 00:30:18.599 --> 00:30:23.400 and also the course and things on repurposing as well. Yeah, absolutely. 436 00:30:23.519 --> 00:30:29.359 So I would say if you're interested in learning more about kind of be to 437 00:30:29.400 --> 00:30:34.279 be marketing and paid ads and kind of the future of of where be tob 438 00:30:34.440 --> 00:30:37.920 is headed, I would definitely say follow metadata. That's my metadata plug. 439 00:30:38.039 --> 00:30:44.359 You can follow me on Linkedin as well, and I'm posting there regularly every 440 00:30:44.359 --> 00:30:48.599 single week. About content marketing, content repurposing and trying to get help people 441 00:30:48.599 --> 00:30:52.160 get the most out of their content. And then, yeah, if you're 442 00:30:52.200 --> 00:30:57.000 interested in actually figuring out how to put together a plan and really set this 443 00:30:57.079 --> 00:31:02.440 up for your company, especially if you're on smaller teams, these super helpful 444 00:31:02.640 --> 00:31:06.200 is. I did put together a course content repurposing road map and you can 445 00:31:06.240 --> 00:31:11.039 find it at content repurposing road Mapcom and everything's laid out there. You can 446 00:31:11.039 --> 00:31:14.240 actually try it for free if you're interested. There's a section in there to 447 00:31:14.240 --> 00:31:15.640 where you can preview one of the lessons, to get one of the spreadsheets 448 00:31:15.680 --> 00:31:18.880 and kind of start to audit and pull your stuff out for yourself. But 449 00:31:18.960 --> 00:31:23.640 Yeah, love Adjustin. Thanks for spending time here with us on B Tob 450 00:31:23.759 --> 00:31:26.480 Growth. It's been an honor to have you here. Awesome. Thanks, 451 00:31:26.480 --> 00:31:32.000 beggie. Well, we're having conversations like this all the time on BB growth 452 00:31:32.039 --> 00:31:36.720 helping fuel your growth, your innovation. So if you aren't subscribed to the 453 00:31:36.720 --> 00:31:40.400 show, we would love for you to do that on whatever your favorite podcast 454 00:31:40.400 --> 00:31:44.119 platform is, and you can connect with me on Linkedin as well. I'm 455 00:31:44.119 --> 00:31:48.640 always talking about business marketing life over there and would love to hear from you 456 00:31:48.680 --> 00:31:52.440 so just search Benjie Block on Linkedin. Keep doing work that matters. Will 457 00:31:52.480 --> 00:32:28.599 be back rous soon with another episode of BB growth. Cheers.
