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The Challenges of Content Creation
4 Plays10 months ago
This conversation delves into the challenges marketers face in content creation, emphasizing the importance of crafting a compelling narrative and effectively distributing content across various channels. The speaker shares strategies to avoid burnout, focusing on storytelling, audience engagement, and leveraging AI tools for content distribution. Takeaways
- Marketers often feel overwhelmed by content creation demands.
- Creating a compelling narrative is essential for effective content strategy.
- Repetition in content can help reach more audience members.
- Identify the key points you want to communicate consistently.
- Focus on where your audience spends the most time.
- Leverage your strengths in content creation for efficiency.
- Redistribute content across multiple platforms to maximize reach.
- AI tools can streamline content creation and distribution.
- Stagger content releases to keep it fresh and engaging.
- Understand the story you want to tell and how to tell it.
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Transcript
Introduction to Business Growth and Inspiration
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Welcome to the Anya Mike podcast, a podcast where we discuss the ins and outs of marketing, running a business and tips and tricks the industry may just not be telling you, but we will.
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If you're looking for inspiration on exactly how to grow your business with ambition, innovation and confidence while creating maximum impact to influence your clients like never before, you're in the right place.
Meet the Host: Ashley Monk
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Grab your AirPods, pen, paper, or laptop, and let's get on your mic.
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Get set and grow.
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And now, here's your host on the mic, CEO Ashley Monk.
Challenges in Multi-platform Marketing
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Have you ever felt like as a marketer that you are on the content hamster wheel?
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Like you are just creating, creating, you're creating for a blog, you're creating for a podcast, you're creating for LinkedIn, you're editing for Instagram or whatever, and you are just creating so much content.
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I get it.
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You are not alone.
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I think as marketers, we all feel that.
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And why wouldn't we when the lifespan of a post now is maybe a few days, maybe a week or two, if we are lucky.
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So if you are just feeling the weight of how much effort it takes to create content, this episode
Crafting a Compelling Narrative
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is for you.
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And we're going to talk about how do we create and leverage content across all different channels.
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So how do we do this?
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Let's just go ahead and dive right into it.
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So
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What I think is most important is when you are trying to avoid, dare I say, burnout as a marketer, you want to look at how can I create a storyline that's so compelling and so powerful that I can carry it over across multiple platforms and use it.
00:01:40
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And so what you want to start with to come up with really great content strategy for blogs, for podcasts, whatever channels you're using, isn't the chat channel and the tactic first.
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It's the narrative that you want to tell.
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What do you want to be known for?
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What is your organization going to be known for?
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Like what do you promise?
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What do you always deliver on?
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What is true of you that no other institution or organization can say about themselves?
Repetition for Recognition
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For us, we are advertising experts.
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That's what we lead with.
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That's what we go to market with.
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And so even you'll see in the upcoming days on our website, on our podcast, as we put this to practice, we're
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what that looks like.
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So what do you want to be known for?
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You need to figure out what is that narrative?
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What are the topics that you can just talk about over and over and over again?
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Because if it feels, once it feels repetitive to you, it is when maybe it starts to catch on to other people.
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So remember that it might feel redundant, but you're going to be lucky if an ideal customer for you comes across maybe one piece of content, even though if you've published 12 on the same topic.
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So
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And that's step one.
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What are you known for?
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Step two is, okay, how do I, what are maybe the three to four points that I want to make when I'm telling the story?
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How do I tell it in a way that's different?
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How do I tell it in a way that's compelling?
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But you want to figure out that narrative first.
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So I know for us, it's how do we talk about advertising in a way that's tactical, but approachable and broken down, but that gives the listener, AKA you, something actionable that you can leave with immediately.
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How do you do that?
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Next step then is, okay, now that I know what I'm talking about and what my content, and I'm going to focus the majority of this episode here, where do I spend my time and how do I distribute it across different channels?
Channel Focus and Strengths
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Where you should spend your time should be contingent on two things.
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Number one, where your best results have come from.
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So where are your ideal prospective clients, patients, students, customers, whoever that is to you, users, if you're in software, where are they spending the most time and where do you already see a return?
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That's number one.
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Number two is what are you best at?
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So whoever is owning this, so maybe it's not you, maybe you're managing someone else that's doing the execution, but
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What is that execution team best
Anya's Content System
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at?
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So if it's you, like I know for me, I lead a lot of the marketing here at Anya.
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I love talking.
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I, even though I love writing and typing, I don't have that much time in the day to do that.
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I also have tendonitis.
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And so for me, when I can talk about something, it's much easier for us to reproduce that.
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And so that happens with the podcast.
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So our system is we're figuring out, okay, what is our content calendar?
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What are our topics?
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Okay.
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Oftentimes they're being written via emails first.
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And so we're coming up with them as a team.
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That content is being used in an email format and I am taking it and making it my own for the sake of this podcast, because it's easier for me to talk about it.
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And then that gives the team micro clips and pieces to pull in other places.
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And so that's what you need to take into consideration.
Maximizing Reach with Redistribution
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Where is your audience spending the most time to where you think that they will convert?
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And then what are you best at so that you can actually execute it?
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Because here's the thing, like if you hate short form content and editing reels, don't do it.
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Just don't do it.
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Unless like it's your top converting piece, then I say, okay, get over it or find someone who's able to help you support that and get you over the finish line because that is the caveat to this, right?
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But what you could and you should be doing so that you don't burn out is taking that one piece of content
Primary Platforms and Content Sources
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and redistributing it in multiple places.
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So for us, what does that look like?
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Emails are written.
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Well, before that, content calendar, storyline topics are created.
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We're doing that sometimes a quarter, but realistically a month out.
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From there, especially too, depending on your industry, you might not be able to give and bash that far in advance.
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A month, I feel like, is a sweet spot.
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You can always ebb and flow if you need to, and then you just need to be mindful if something is changing in the market and the economy that you may need to be sensitive to and switch it up.
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But
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from there, then you need to pick your anchor place where you're going to produce content.
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For us, that is this podcast.
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For you, it could be a blog.
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It could be email.
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It could be, you could be social first, right?
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You could be web first.
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Where is that place where you are committed to updating your content the most frequently?
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And then finally,
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How do you take that and pull
Leveraging AI for Content Adaptation
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that?
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And I would say AI is probably going to be your best solution.
00:06:04
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I know for us, we love chat GPT, but we also use cloud for almost all of our content redaction and editing.
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It's just, you don't have to be as savvy at prompting as you do in chat or creating custom GPTs.
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So cloud has been a game changer to where
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We will take snippets and we'll post it to Instagram.
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And then we will change the copy because remember, the copy needs to probably vary from platform to platform.
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We'll change it and we'll move it over to LinkedIn.
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So you need to be mindful of where you are posting that and distribute it in a way that makes sense.
00:06:34
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And so ultimately, there should be no reason to where you can't take one piece of content and leverage it on a blog and email list and...
Managing Content Repetition Concerns
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And so show, but the trick is what you want to do and what people are always afraid of is what if it gets stale?
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I know our clients ask us, but I don't want to use the same thing.
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What if they see it?
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Well, I'm here to tell you, if someone is spending that much time going through your Facebook, your blog, and your podcast and your emails to notice that you've put out the same topic, they have too much time on their hands.
00:07:01
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And we stagger them intentionally as well to where you're not going to see them come up at the same time.
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So it looks like we're creating a lot more content than we are.
Key Steps in Content Creation
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But what you want to do is, for instance, when we publish a blog to the website, we do not publish the entire length of that blog to the email.
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We're just taking a snippet of it.
00:07:19
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And then we're also maybe publishing at a different time, incorporating podcast episodes in the email, social media reels, other pieces of content to make it more engaging and enticing.
00:07:29
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And so that right there is the key to where you want to move things around.
00:07:33
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So in summary,
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Number one, what is the story that you want to tell?
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Number two, what are the three to four things that you could talk about all day long that your audience will not get sick of and that provide value?
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Then where is your audience spending the most time and what is your team or yourself the most efficient at to where you should focus?
00:07:52
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And then finally, how do you deploy that?
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So that is what I have for you.
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I'm really curious to know where you are going to spend the most time, but I hope that this is helpful as you're creating content.
Listener Engagement and Call to Action
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Thanks for joining us this week on the Anya Mike podcast.
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We'd love to hear from you.
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Make sure to visit our website, anyamark.com, where you can subscribe and never miss a show.
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While you're at it, if you found value in this episode, be sure to drop us a five-star review on iTunes and share the show with a friend to help us to continue to influence more people to create maximum impact.
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Tune in for next week's episode, and we'll see you then.