In the last blog post, I talked about how to run your business, without you having to be trapped in the business. And this is something that I believe is every business owner’s goal.
They want to create their business, grow the business, and when they’ve grown the business, eventually remove themselves so that they are not stuck doing everything in the business.
It makes sense, and is an alluring goal to reach for, right?
I mean, that’s why internet marketers sell programmes of them working from the beach, drinking mojitos as the money continues to roll in. But anybody who’s tried or been around for a little while will know that that is not entirely accurate. And, honestly, that’s not really the way that businesses work.
After the last blog post, I decided to show you what this looks like, especially when it comes to what I/we do for content, research, content production, and content promotion via social media.
In short, I want to show you the “Leveraged” way in which we create content that has my experience and personality, without me being the person DOING things… In other words, I will be talking about how to hand off your social media management to your team and still have the content sound like you.
SETTING THINGS UP
For the most part, the way that I do this right now is that I have my content managed by one person on the team. And how we work together is systemized in such a way that my input is given at the start of the process. After my input has been given, that team member then goes away and does what needs to be done.
Before you think about handing things off to somebody else, there’s some things that you need to have in place.
Step 1: Choose Your Platform
The first thing is that you need to know what platform you want to be active on. Do you want to be active on Facebook? LinkedIn? Twitter? TikTok?
The primary driver for choosing your platform is finding out where your prospective clients or audience are. You don’t want to be the loudest person in an empty room.
And when you can answer that question and you know where you want to be active, it helps to understand the platform and the content requirements of that platform.
For example, you can’t write blog posts if you choose to be on YouTube. You need to have videos, and if we want to take this a little bit deeper, you have to also be aware of the sentiment of the platform that you’re on.
A good example of this is TikTok. At the time of writing this blog post, TikTok is a platform that is growing in popularity. On the surface, it may be considered a video platform, but if you delve deeper, you will quickly realise that TikTok is an entertainment platform. And it’s an entertainment platform for a world where attention is very, very fleeting.
When it comes to being active on TikTok as an entertainment platform, you have to be creating videos. And these videos should be entertaining and engaging, not how you would have traditionally done videos four or five years ago.
That’s what I mean when I say to understand the platform and its content requirements.
Step 2: Establish Your Performance Baselines
Once you figure all that stuff out, the next thing you want to get clear on is to establish what your performance baselines are going to be. What I mean by this is that you need to decide what your output is going to be on that platform.
If we’re using me as an example, what I want is to post twice a day on my Facebook page. You may be saying your Facebook pages are not effective, which is in a way true. But the goal for me in creating content on Facebook was to get into the habit of creating content and putting a system in place to prepare for when I venture into other platforms.
Lesson here is not to get swayed or carried away by what other people are saying, stay true to YOUR objective without outside influence. I want to build the habit of being consistent so I fashion a system that will allow me to do that provided I STICK to the plan.
That is why I want to post everyday on my Facebook page, and then I post new blogs every 2 weeks.
My plan is really to start small and create a system that would allow us to scale content production. If the system works, we end up with a leveraged way to create content and CUT DOWN the amount of time it takes to actually create content for multiple platforms. I wouldn’t have to worry about planning a video for YouTube, then filming and editing the video, only to realise that I still need to create blog posts and social media content after.
For now, that’s the extent of my content production and content distribution.
Step 3: Determine How to Measure Success
Another thing you want to do is you want to have a way to measure “success.” The reason why I placed success in air quotes is because what is going to be successful to me is going to be different to what somebody else would class as successful.
To give you an idea of this, at the time of writing this blog post, we are currently getting results from just one platform. From posting 1-2 times a day on the Facebook page, and 2 blog posts a month on the blog, we are seeing on average 200 site visitors every month just from one platform.
Those numbers may not seem successful for some, but what it does is provide feedback that at this stage of where we are, what we are doing is working and we can go back later to refine and improve the results based on the goals we are aiming for at that time.
You need to have a way to measure and know the results of the efforts that you’re putting in. And I know my results because I have some super simple and super basic tracking on my website that tells me how many people are landing on my website, where they’re landing on my website, what they’re reading, and all that good stuff.
And it just so happens that where people are landing and what they’re reading is the content that we’re sharing from social media.
Step 4: Choose the Right Tools
The final thing is you want to make sure that there is a way for your team members to access the different materials that you’re going to need to create content for social media.
When I’ll talk through the system that we have in place later, you’ll get a list of tools that you can use. You can definitely find alternatives to these tools, but these tools form the foundation for us when it comes to content production and content promotion efforts on social media.
IT’S ALL ABOUT LEVERAGE
When it comes to creating your content for social media, I’m of the opinion that you need to start with video.
When you start with video, you give yourself room to actually leverage that video and turn it into so many different content types. I call this method a repurposing engine, but most people simply call it content repurposing.
Building this machine will allow you to leverage the amount of time that you put into planning and creating videos. And when I say video here, I’m not talking about talking head videos. The videos I’m referring to are different because you are simply just dictating the subject matter of the thing that you’re talking about.
That’s not to say you can’t use talking head videos. Matter of fact, it’s best if you actually use talking head videos because you give yourself more room to use that video content however, I personally did not want the fact that I wasn’t ready for talking head videos to stop me from actually doing what I needed to do.
I learned how to record videos in this manner from a guy called Colin Theriot, who runs a Facebook group called the Cult of Copy. He has this programme called F**K it, Do It Live, and when I record my videos, I frickin’ do it live.
The idea is that you just plan the content that you’re going to talk about and then you record yourself talking about that content.
I find that this is a great way to create content for me because the content has my voice, my personality, my stories and my experience, simply because I’m talking about those and dictating those as the video goes.
The key reason why we use video is the leverage that it gives us. For example, one 20-minute video can become (depending on what you’re doing) 1 to 5 podcast episodes. That same 20-minute video can become one 500-word blog post, multiple audiograms, Instagram posts, tweets, and so much more.
From that video alone, you are able to create up to 35 multiple different bits of content. How cool is that?
If you had to create those 35 different bits of content individually, how long do you think it will take for you to actually do that? Would you be able to do it in a fraction of the time that working with video allows you to do? I personally don’t think so.
And the reason I can say that is because from experience, I’ve found that to be true. At the end of the day, starting with video first gives you leverage because you can move quickly and make more micro-content from there.
Remember that the video doesn’t have to be perfect.
To give you an idea of what I mean when I say that, you can check out this link to see one of the videos I created that eventually became this blog post you’re reading right now.
With that said, going back to the power of repurposing your video content, when I record my videos, I focus on quality over quantity. This means that I’m not looking to create the most amount of content from one video.
My aim is always to create good quality content from that one video that makes sense on different platforms.
Yes, you could go away and create all of those different bits of content, but if you’re not being diligent in the quality of the content that you’re putting out, most of those pieces of content will make no sense.
And if it makes no sense and you post it, it ends up looking like the ramblings of a smart lunatic. As opposed to something that can actually help people know, like, and trust you, and help you generate clients from the efforts that you’re putting into your content production.
The next logical question is, how do you then get a virtual team member to actually manage your social media? For that, I have to show you and talk you through how we do that in my business.
HANDING OFF YOUR SOCIAL MEDIA MANAGEMENT
When it comes to creating content, you have to decide what your goal is.
For me, when I started creating content, I wanted my focus to be on really in-depth, as-complete-as-possible-with-nothing-held-back blog posts. When I say this, I’m talking about blog posts that range anywhere from 3000 to like 7000 words.
Reason for that being, those kinds of blog posts can be SEO-optimised so that they can generate organic traffic for you. And I’m finding this to be true from the efforts that my team and I have been putting in for the last roughly 12 plus months.
Because my focus was blog posts, that created a problem for me, and that problem was I don’t like staring at a blank screen. I can’t just sit down and start writing a blog post because, for some weird reason, it doesn’t work for me (I even struggled all the way through uni with that).
Because I knew and I understood that writing would be tougher for me to pull off, I had to sit down and think about what type of content I can create that will allow me to have leverage without forcing me to start with a blank screen.
For me, that type of content was video. I could record a video and then somehow get that video turned into a blog post.
The first thing I had to do is figure out how to structure the content of the videos I recorded or created. That way, when it gets turned into a blog post, it translates really well.
The one thing that you don’t want to do is create a video that makes no sense and has no logical flow because it’ll be hard to turn that into a blog post
Once I figured that stuff out, it then became a case of figuring out how to turn that video into a blog post. And that was phase 1.
Once I had my blog posts ready, the next dilemma was that no one was reading them. So I needed to get active in promoting my blog post so that people read it, which then leads to traffic to my website, which then leads to people subscribing to my email list, which then leads to people inquiring how they can work with me.
The easiest way to promote my blog posts was to get on social media, and share the blog post, right? Naturally however, you can’t just post the link for the blog post on the different social media platforms then and hope that you get traffic.
So what needed to happen was that we had to create micro content from the blog post that encouraged people to read. Here is a sample of one piece of micro content:
And then in terms of leverage and making the most of my content, we also need to find a way to repurpose the video itself.
This step then involves repurposing the content of the video so that this video becomes a micro content in itself that promotes the blog post. What you’re doing here is that you’re doubling up on the work that you do.
And once I had all that figured out, the next step was creating a system so that I can remove myself from this process so that I can spend my time ON the business.
That’s where I leveraged the power of delegation and had to refine my repurposing engine even further. This allowed me to not only record my video in an organized manner, but turn that video into a blog post in a shorter amount of time by paying someone else to do it.
I currently have someone in my team called Gabbie who is in charge of all of my content. After recording the video, I strip the audio and upload that file into a transcription service called Otter.
From the transcript, Gabbie turns it into a blog post, and from that blog post, Gabbie creates micro content that we then use to promote the blog post on social media.
To give you an idea on how the micro content is made, let’s say for example that I’m talking about 5 different ways to delegate more effectively. Those 5 different ways can each be turned into little teasers as micro content to be posted on the different social media platforms. These posts then drive traffic back to the main blog post.
At the moment, we aren’t leveraging the video as much as we could be.
There’s so many different things that we can do with the video in terms of making that video a piece of content in itself. That way, the video is not just sitting and gathering digital dust, but is actually promoting my content. Eventually, the goal is to leverage our video content to its fullest extent.
THE TOOLS I’M USING
In terms of the tools used to do this, we have Otter primarily as our transcription service.
For creating our images, we have Canva. As you can see, Gabbie has been able to create a whole bunch of images over the past 12-15 months.
For me, when it comes to planning the video, I use a service called Miro, which is a good planning software and collaboration software.
It has a mind map feature, which allows me to actually plan the videos.
The mind map you see above was used to make the blog post you’re currently reading. And you’ll notice that this blog post reflects the talking points in the mind map.
CHOOSE WHAT FLOATS YOUR BOAT
Now, how do you actually go about doing this for yourself?
It’s primarily based on creating a system that works for you. From there, finding somebody who is reliable to actually work with that system.
At the start of the blog post, I talked about determining what platforms you want to be active on, which is the first step.
From there, it’s figuring out the type of content that suits the platform you’ve chosen. And when you know that, you can go about creating the big piece of content which sits on your main website. And then you can create the micro-content based on the context of the platform that you are going to be active on to drive people to your main piece of content.
To create that piece of content, figure out what your strengths are and start from there. If you’re a writer, you just sit down and write.
For me, who’s not a writer, it helps to plan the video, record the video and then strip the audio, and finally put that into our transcription service so that Gabbie can then create the blog post from the transcript.
And because I’m working with video, it gives me a high leverage asset, which I can turn into further different types of content other than just the blog post.
When it comes to figuring this stuff out, doing it for yourself, and handing it off, I would suggest figuring out your system first and putting that system in place before finding somebody else to manage it for you.
Once you find someone to manage that for you, you need to have clear instructions on the platform that you’re going to be active on, especially how you want your personality to come across.
Most people make the mistake of their content being void of personality and their stories.
And that is how I was able to hand off my social media management to my team and not have it sound like an alien wrote it.
If this explanation has helped and you want to talk to me about helping you come up with a system for managing your social media so that you can hand it off, you may contact me here. I’d love to chat and see how I can help you get this system built in your business. That way, you can focus on growing your business instead of wasting time on social media like most business owners do today.