You understand that content is the sole key to building your startup brand and trust with the people who most seek what products and services you offer, whether it’s in video, written, or audio form. Here, we break down the Gary Vaynerchuk content model.
At tribetactics we offer a subscription service that turns 1 hour of your time into a full month of content in video, audio, and written form.
Here’s how you can replicate creating all 3 content types for your business.
If you haven't yet, check out our killer guide to creating episodic content.
This offers a clever vehicle for you, your guests, or a combination of both, to add value to your audience in an engaging and entertaining fashion.
The main value add for video is not just the video content you produce, but the fact that the video format enables the other two — audio and written (more on that below).
The degree to which your video is usable and can be repurposed will dictate the validity of it to be useable in audio, and written form.
For example, just because you have some video content, doesn’t mean you can instantly turn that into audio and written content that is designed to resonate with audiences who prefer those formats or who may discover you through those formats.
To make sure your video is usable and is repurpose-able:
“Every battle is won or lost before it’s ever fought” - Sun Tzu
Your time as a startup is valuable, and your runway is determined by how much distribution, visibility, and results you attain. When creating video, you want to make sure it’s going to work for you and be results positive (personal brands included).
You can’t focus too much on the ask before you focus enough on giving value. We’re past 2018 so I’ll go further — every form of value has already been given, what sets brands apart today is how it’s contextual to a set group of people. Let’s take the most popular topic as an example: marketing.
All forms of marketing advice have been given. Luckily, going hard on context is the recipe for everlasting blue ocean [strategy].
Once you have the context part figured out, you should be razor sharp clear on who your audience is. An easy way to do this is to equally define who your audience is not, and who you’ll be saying “no” to. This helps you set boundaries.
Here's an example of a full-length episode we did.
Having your audience determined is important, especially if you set out to have a podcast-style show where you bring guests on board. Too many times we see people focus too much on the guest.
You should remember that even though it may be the 2 of you only in the room, you have to focus on what’s in it for the audience — at all times.
This is how you make it worth the guest’s time (i.e: that people will watch and care about this) and of course worth your time.This is the difference between hanging out with someone and engineering content that is designed from the ground up to add value.
When shooting the video, it pays to ensure that even if you were to close your eyes and listen to the audio, that it would add value to your intended audience.
This means that this can become a separate content piece, totally separate, and totally dedicated to podcast and audio platforms such as Spotify, iTunes, and Soundcloud.
Often times, especially as your space gets more competitive and when you seek excellence (as you should, since you only have one shot at building a strong first impression with your brand) you may decide to cut out different parts of the audio such that the audio experience in particular is contextual to the listener.
This may include things such as:
Most people, statistically, will watch a shorter 1–5 min clips over a longer, say 30 min, YouTube episode. Both serve important functions and benefits though, which is where the video micro-content comes in.
Of course, the shorter videos can serve to build more attention to the full episode, but is not required — since it all serves to build your brand and direct traffic back to your website.
With attentions span getting longer and longer (sarcasm) it’s important that your videos are snappy and deliver value to the audience. Value comes in the form of utility and/or entertainment.
You can take a 20–30 min episode and publish it as is, and also have it shot in a way that if it were split up into smaller clips, that it would deliver mini nuggets of value on it its own.
Think of a roast turkey as the full episode length (20–30min).How else can we use a roast turkey to create quick bites (micro-content)?
You get the idea. You want to go into the kitchen knowing that your roast turkey (full episode) will also serve 4-5 mini-purposes, which ironically, would be the most in demand because they’re quick and easy to consume.
What we’ve seen work best are “how to” and “why” style videos. People are always curious, and this content caters to satisfy their curiosity while adding value by answering their questions or shedding more light on a topic that may be important to them.
The beauty of the full-length YouTube episode that you would’ve originally posted is that this serves to tell the whole story, but the micro-content pieces cut to the chase for those who seek it.
This is what an example of a micro-content piece looks like:
Or this one, on how to build credibility:
Or this one, on the balance between company and personal brands:
We made tons more, but you get the idea!
At the end of the day, you win - because you have the full episode and mini content pieces.
Also, we're not sure which piece will resonate best, but by using those microcontent pieces we're able to get razor sharp at collecting both quantitative and qualitative insights on the topics, formats, and medium that resonate best for any given brand.
This provides tremendous insight back to you on the topics and formats that are resonating most with people, so you can do more of what works. This service comes right out of the box for business and personal brands using tribetactics every month.
Video is great, but don’t stop there.
We often get asked is video more effective than written. There is no need to compare them, do both. By building a process where you can transcribe and capture the gist of each video, you would be able to produce a written article discussing the points shared in the article.
Can we do more? You bet. Poster image quotes:
That's great for LinkedIn and Twitter. But what if this particular content piece may do better on Instagram? Can we risk getting the image cropped? Nope - always make sure to post natively:
Once you have your video, audio, and written assets ready to go, the world is your oyster. For every video, audio, and written assets you create, you can share it far and wide for maximum visibility.
If you want to easily turn 1 hour of your time into a full month of video, audio, and written content — and track analytics across topic, medium, and format — check out our subscription box service, or share it with someone who's too busy :)