Go Derive Yourself
Within the advertising industry, content is king and distribution is queen.
That means you - as a business - must have both excellent content and a strong way to get it out to the waiting public.
In fact, as Rethink Creative founder David Valentine points out, “Whenever you give away a free premium piece of content, there's a lot of people who want to engage with that and they're willing to give their information in exchange to receive a free item, which I think is undervalued in 2019.”
AKA, if you give people quality content for free, they’ll give you their personal contact information in return, making it all the easier for you to market your business to them and keep them interested!
Maybe you already have some quality organic content, but it doesn’t seem to be as noticeable as you want. How do you fix that? By deriving your content for maximum exposure.
Posting one blog or one video simply isn’t enough. Success is all about creating a digital marketing matrix to get your content to the masses.
How? Prepare to find out.
If you’re going to break down your content into bite-size pieces, you’ll need a good amount from which to pull. More than likely, that means starting with a video.
So you start with an interview. Find somebody - anybody - to talk about what they know (hopefully that something is related to what you’re trying to promote). “Ask a friend to interview you. So you may not be the most dynamic individual on the planet, that's okay. Your friend may be. You have to know one person, who would ask you good, intelligent questions, and could interview you in a short fashion.”
You can also interview yourself. “You use a service like Skype or Zoom.us. And you basically set up a time, or you film yourself, and you hit record. Both those services have a record button or an option. As you're doing the interview or talking to yourself on camera, just hit record. Once you finish recording, when you hit stop, for instance, Zoom.us will generate a complete video file - an MP4 and a completely separate audio file. You now have an unedited podcast and a complete video, all ready to go. You've already got two pieces of content, just by pressing record and talking.”
If you don’t have a good camera, who cares? As David points out, “phone video is more valuable, as far as engagement goes, than well-done video. That is counterintuitive to almost everyone, I guarantee it. But people want authenticity now.”
After you have an interview or whatever video you’ll be using, it’s time to do something with it!
Pay an intern or find a website that will transcribe the audio for you (we use Rev.com - our interns would kill us if we stuck them on transcription duty). Kenn Scott, the Creative Director of Rethink Creative, explains that “Now with just a little bit of editing, you basically have an entire eBook.”
Obviously you’ll have to check the text for grammar and clip out things that are unimportant, but that editing is certainly easier than creating an entire book from scratch. A book is also an excellent lead magnet. Promote it as something the audience needs, but only give it out if they’re willing to give you their email address.
Bonus: after you have the long text for a book, it’s easy to shorten it and turn it into a blog post. Especially if the ebook has multiple segments, each part can be turned into a different blog.
As Kenn points out, “You're starting to develop this content, and you can pull all that different stuff out. I can go in, I can shorten some of it, and make a blog out of it. So really, it's just making a list of all the things that you need and then figuring out how to pull it out of that, basically the transcription that you've got.”
Ebooks and blogs are important, but they’re not the only tools in your belt. Don’t discount the power of social media and other short-form content. As Kenn points out, it’s all too easy to “go into that transcription and find quotes that say, ‘Wow. That was super inspirational. Let me make a meme out of that.’” (Afterall, everyone loves a good meme - and your social media followers are no exception).
David furthers, “Pull quote graphics because there's so much that you can do with those. They're so simple, they're so short, but they actually have a lot of power. They play really nice visually on organic social media. You think about the world that we live in, and we want these tweet-sized bites. They’re really, really powerful.”
But still, the graphics aren’t enough (people like things that move)! You’ve done great things with the transcript, but don’t forget that you have actual video to use!
Kenn explains that it’s time to return to the video. “I would edit it into one minute or less segments that you can use on Instagram. And then I would make some longer posts, like three minutes.” The longer video clips could be used with text like, “Did you ever wonder what it would be like to do this? Well, listen to the expert talk about it."
What good is your really cool content if people can’t find it? Although ‘if you build it, they will come’ is great for a baseball movie, it’s not true for marketing. You have to make the people see it, and that means promoting it in an ad or an automated marketing system.
David spells it out: “You've got to take that eBook, you've got to put it on your website, you got to run some ads, you got to do some PPC, you need to do some Facebook advertisements.”
You know what makes a great ad? The content you already have! Go back to your video clips and “edit them into maybe 15 second blurbs of the best thing that you said and put those out as paid ads.”
Or even easier: don’t create new content. Boost your organic social posts to target a specific audience and gain exposure.
And just like that, your audience has access to your content in a variety of forms - and they actually care enough to follow up on it.
Boom. You can thank us later.