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10: The Agency Time Problem + Content Extraction & Packaging (LINKEDIN Series)
70 Plays2 years ago
Agency founders need to do Linkedin content marketing becauseof their complete advantage - having field insights and proven methods. But what's stopping them? The Agency Time Problem. And how do you overcome that problem? The opposite of Content Creation: Content E&P
Got questions about the episode? Send me a DM and I'll clear things up.
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Transcript
Challenges in LinkedIn Content Creation for Experts
00:00:00
Speaker
You're an agency founder or an independent consultant. You are an expert at what you do and you want to start making LinkedIn content to grow your business. You know that being an expert, having the expertise, the proven methods, the results, this makes the kind of content that can scale
Unique Time Constraints for Agency Founders
00:00:16
Speaker
your business. But there's a big problem that is preventing you from creating this LinkedIn content. And I know exactly what it is. And in this episode, I'm going to explain that problem to you, help you put it into words so that you can figure out how to
00:00:30
Speaker
overcome it. So this problem is what I call the agency time
Low-Time Investment Alternatives for LinkedIn Marketing
00:00:33
Speaker
problem. Now I call it the agency time problem because it's pretty unique to agency founders, but it could also be applied to an independent consultant. The criteria here is that you are an expert and people buy your service because you're an expert at it.
00:00:48
Speaker
You have expertise, you have the proven method, and you are an expert because you are so involved with clients. And so this takes all your time. You're an expert because you spend all this time with your client and your area of expertise. So you decide to start creating LinkedIn content because you know that you need to do marketing because that's how you're going to grow your business.
00:01:07
Speaker
So you say, well, I'm just going to make some time. And so you try creating some content, making it a habit. And then you realize it's not just time that you don't have from working with all these clients. It's a focused time because content creation is hard and it requires focus. So what are you missing? You are missing an extremely low time investment process to do LinkedIn content marketing. That's still effective.
00:01:29
Speaker
And I call this process content extraction and
The Time-Consuming Nature of Content Creation
00:01:32
Speaker
packaging. And it's the opposite of content creation. And it's the solution to the agency time problem. Agency founders, experts should not be doing content creation. You should be doing content extraction and packaging.
00:01:44
Speaker
Because when you do content creation, and I've seen it time after time, agency founders in particular, it gets started only to find that they can't do it consistently, because it's not sustainable. And so I've talked with these people, they think their problem is motivation, they're not motivated enough.
00:02:00
Speaker
or that they haven't created the habit yet and they just have to make the habit and it's
Efficient Content Packaging Strategies
00:02:04
Speaker
going to work. But your problem is not motivation or a habit. Your problem is that it takes 20 plus hours of your focus time to do all this content creation. And so usually people after a couple of months will find, okay, this is not sustainable. I just simply can't do it. I give up and you've wasted a couple of months doing this.
00:02:22
Speaker
So this is the agency time problem. You need to create LinkedIn content to do your marketing because you have the expert advantage. You have the unique insights, proven methods, results to do it well, but you can't do it. So the problem here is in content creation itself. Why does it take so much time? So the way that I explain this problem is that there's basically two parts of content creation.
00:02:45
Speaker
there is having the idea and then making that idea into a piece of content. And so having that idea is what you the expert have, which makes that content usually a good piece of content or not. And then you have the second part, which is actually
00:03:00
Speaker
making that idea into a piece of content. And that is what's so time consuming. What's time consuming is taking an idea, writing it out, structuring all the words, making sure that the copywriting is good, making sure that it's going to resonate with your audience, making sure that there's some kind of flow to it, making sure that it's easy to understand, doubting yourself, maybe redoing it. And then there's the other part of making sure that the idea itself is good. So you got to think about the different ideas that you can make into content.
00:03:30
Speaker
There's a strategizing, there's learning behind it. There's just so much involved with that second part with that creating. And so if we just removed that second part from the equation, and you just had the ideas, and if those ideas could magically become content, then it wouldn't take time away from you, the expert.
Learning from Biographies: Focusing on Strengths
00:03:48
Speaker
And so that is basically the concept of content extraction and packaging. It's taking away that part that takes so much time away from you in content creation. So content extraction and packaging is the opposite of content creation.
00:03:59
Speaker
Content creation is you the expert pushing out your content yourself. It is putting the idea and the content together. Content extraction and packaging is someone taking that idea and then packaging it into content for you so that 95% of the work doesn't need to be done by you. And only by making this process so efficient for you are you able to overcome this agency time problem.
00:04:22
Speaker
When it only takes you a couple of hours a month to create this content, then it would be a lot easier to do it sustainably and consistently for it to work. So a big concern people have when I say this is that how are you going to take my ideas away from me? I have to put it all together for it to be good content.
00:04:38
Speaker
Not exactly. So I'm going to use an example to explain what I mean by this. If I told you, go and write a post about how you got a client a result, you're going to spend a lot of time, it's probably going to take me about 30 minutes to write that post, you've got to think through things, you got to do all the structure, and you got to do all that, that second part, we just talked about all that content creating, and that's what's going to take so much time.
00:04:58
Speaker
But if I simply asked you, could you tell me a story about how you got a result for a client recently and walk me through how you got that result? You could probably answer that in just a few minutes. So if I record that three minute answer that you give, I can do all the structuring and making sure that it's optimized for LinkedIn as a piece of content. But the idea is there. The same message is there. Now to give an analogy to help you understand
00:05:25
Speaker
The difference between content extraction and packaging and content creation are autobiographies and biographies. If you have to push out all the ideas and the stories and write it all yourself and write an autobiography, it's going to take a shit ton of time.
00:05:41
Speaker
But if someone can just simply interview you, extract all those stories and ideas, they can do all the time consuming part of writing it out and making it structured and easy to consume.
Strategic Content Extraction vs. Repurposing
00:05:52
Speaker
And so what I like about this analogy between autobiography and and biography.
00:05:57
Speaker
is that the biographer is an expert at that. The biographer knows which stories to pull out, which ideas to take, how that all goes together in creating the right strategy that makes the reader of the book love it. The thing about an autobiography is that, yeah, they're an expert at their life, but that doesn't make them an expert
00:06:17
Speaker
at creating that biography on themselves. And so this is the same about content creation and content EMP. I say EMP to make it shorter. You're an expert at what you do, but you're not an expert at content creation. And nor should you. It takes a while to become an expert at content creation. Should you be spending all that time to become a content creator, to be an expert at that when you're already an expert at that one thing? I would recommend that you just focus on what you're good at and be even better at that because that is what people buy from you for.
00:06:46
Speaker
right? You're an agency, you're an independent consultant, they're buying you for your expertise to solve the problem. So I think some people might confuse content EMP with content repurposing. Now both of those require a very little time investment from the expert content repurposing is where I'm taking videos of you or your ideas from somewhere and I'm creating content from it. But the difference is that content repurposing is less effective than content EMP. And that is because of the strategical intent with content repurposing
00:07:15
Speaker
Those ideas are already out there. The information is out there. The video is out there. The question has already been asked. With Content ENP, we can very carefully decide which questions we're going to ask you so that we can extract the right messages and push that all together into the right strategy, into the right kind of biography, so to speak.
00:07:34
Speaker
So if you are experiencing this agency time problem, please understand that content creation is no longer your only solution to doing content marketing. There is now another option, a new category, and that is content E and P.