How To Create Great Content – Efficiently

How To Create Great Content – Efficiently


More Clients TV

How To Create Great Content – Efficiently

Last week's video on Breadcrumb Content was very popular, but prompted a number of questions on the topic of how to produce all that great content efficiently so you don't spend half your life in front of a computer.

In this week's 5 minute marketing tip video I share my 3 big process tips for creating content productively.

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Blog Posts on Creating Content:

Video Transcript

Hi, it's Ian here. Welcome to another 5 Minute Marketing Tip. In last week's tip, I talked about breadcrumb content, so in other words, taking a new potential client from where they adon't really know you, they've just connected with you, to where they're ready to buy from you, by giving content that builds all the know and feel factors that they need to be aware of, before they'll feel comfortable buying. Got a great reception, but one of the questions I always get is, “Well, how do you produce so much content? You need a lot of content to do that over time. How do you produce content without it taking ages? How do you get it out productively, so it doesn't fill your diary?” I'll cover that after the break.

Hi, welcome back. How do you produce content productively and efficiently? Well, over the years I've done a number of blog posts and other things on getting ideas for content, and I'll link to those at the bottom of this video, but here I'm going to talk about some elements of process you can use to get productive at making content. The first of those is practice.

Now, I know you've probably heard the 10,000 hour rule from Anders Ericsson, popularized by Malcolm Gladwell, that it takes 10,000 hours of practice, or deliberate practice, to become an expert in any given field, and that's what really separates the real high performers from the equally talented, not-so-high performers.

Well, I can tell you, that even if you don't do 10,000 hours of practice, practice not only makes you better at something, but it also makes you more productive and more efficient. I've been doing, I don't know, 2 or 3 blog posts or emails per week and a video a week for a long, long time now, a number of years, and it is just so much easier for me to do it, and so much quicker than it was when I started. When I first started writing I would agonize for hours over blog posts, not just to come up with the ideas, but even when I had an idea, it would take me ages to get the right words out, to write in a way I felt comfortable with, I'd kind of stare at a blank piece of paper for ages … These days, I just get down and write.

Similarly, with a video, I just plonk myself in front of the camera, I've thought about what I'm going to talk about for 5 minutes, and then I just switch the camera on and I talk. It comes out fine. Partly that's taking away some of the perfectionism, but a lot of it is just to do with that practice, so if you want to get productive at writing, doing podcast audios, videos, just do it again again, and it will happen. That's the first thing, practice.

The second thing is planning. I've found when I would just have an objective, a goal, of trying to do more content, it didn't happen, and other things would always get in the way. Client meetings would be more important, I'd find other things to do, and I'd pack my diary, and then it'd just be too late, and I wouldn't be able to produce the content. What I found is that when I schedule an hour, a couple of hours, in my diary every Monday to do my videos, to edit them, to do the emails surrounding them, and the blog post, to get a transcription done, when I schedule half an hour on a Tuesday and a Wednesday to do the next day's emails, half an hour on a Saturday to do my Sunday emails, they just happen. I just follow the schedule and it all happens. I don't schedule anything else instead. I don't let other commitments take over. I make that time happens, and it works, so make sure you're doing the planning, and you schedule in time to create you content.

Now, the final P, and this is going to perhaps sound a little bit … I don't know, a little bit tough, is prioritization. If you are not producing enough content for your blog, your website, for a podcast, for videos, the chances are it's because you are not prioritizing it enough. If you're spending time on social media, in groups, answering questions, that could be time you're spending creating content. Now, spending time in social media, on groups, or chatting with potential clients, or going to networking events, or browsing the web to get more information, all of that is useful and can help, but I can tell you it's not anywhere near as valuable as creating content that can be reused time and time again, that works for you to attract clients, that builds your reputation and your credibility when you're not there.

Content should really be a priority, especially if you're doing online marketing. If you're doing other things instead, you may want to rethink your priorities. If you're not having enough time for content, there must be something you are doing that you're doing instead, that you could switch out and create content in. Really check your diary. How much time are you spending on Facebook? How much time are you spending watching TV? I'm not saying, “Don't have a social life, or fun.” But even within your working day, I promise you there will always be time that you could be spending doing content. It doesn't need a lot of time, especially if you do the practice, especially if you plan it in, you can be quite productive, but you must prioritize creating content.

Those are my big 3 P's for the process of creating content. As I said, I'll also drop some links down in terms of how to come up with ideas for content. Combine those 2 together, and you have got a content engine that will help produce good quality material for you, and that will get your name out, it will build your credibility, it will bring people to your website, and it will just work wonders for you.

I'll speak to you soon.

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Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using Value-Based Marketing - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.

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