This article is about what I consider to be one of the very best social media content strategies at the moment: a subject of actuality that we will review today.
NOTE: This article is taken from the FULL episode of Brand Up #2, one of my weekly shows.
In today’s market, you MUST have online presence in order to boost your business. In this article, I am going to open up the vaults to my business and share with you my social content strategy. My goal is to help you get more visibility, increase your brand awareness and get more sales by using social media.
Pick a cozy place, grab your favorite drink and get your brain fired up for some new strategies and insights you can start using today.
As we all know, people spend a lot of time by interacting through social media. The fact that every single social platform is growing bigger and bigger every day isn’t a secret anymore, so let’s have a look at some interesting stats about the dynamic rhythm that describes today’s society in terms of online communication.
Stat#1: Facebook has 1.4 billion users
Facebook’s huge “population” exceeds 1.4 billion users at the moment. These people represent 48% of all internet users in the world. Almost half the world’s online population is active on Facebook, and by the time that you’ve read this article, it grew over 50%.
A really interesting article that I recently read said that Facebook is working with Google to deploy drones that would hover over areas in the world that don’t have WiFi. Their goal is to give online access to everyone in the world.
What does that stat tell us? If you’re not on Facebook, you’re basically invisible. If you’re reading this article in a country that has broadband internet and you and your business is not on Facebook, you’re basically nowhere.
Stat #2: 75% of Facebook revenue comes from mobile
A lot of people think that the desktop is the best way to convert leads into sales. Basing from experience, we get higher conversions from desktop advertising. If you’re doing ads on Facebook, you need to split those two platforms. You basically want to advertise and have one campaign that runs on desktop and one campaign that runs on mobile, because people’s behaviors are completely different.
Most products are sold better on desktop and some are sold essentially on mobile, but mobile is Facebook’s highest revenue. When you create a new campaign on Facebook, it actually includes mobile in the targeting. Why wouldn’t they? When you create a new campaign, by default, Facebook is going to include the mobile function, because they know that there’s more exposure, so that means there’s more clicks. Even if it’s less targeted clicks for you, Facebook makes more money.
You need to split campaigns between desktop and mobile, because mobile behavior is very different to desktop behavior. Think about that: 75% of Facebook revenue comes from mobile advertising. I’m willing to bet a lot of money and income that the big percentage of that 75% comes from small advertisers who don’t know that advertising behavior and consumer behavior is different on mobile than it is on desktop.
You definitely don’t want to be one of those people who put everything in one campaign by activating it on Facebook with the right hand side on desktop and mobile. You’ll want to SPLIT it. Facebook is making money off people who aren’t aware of that.
The average advertiser just puts together a campaign, because maybe they saw a show like Brand Up talking about Facebook advertising, so they said, “Okay, cool. I need to use Facebook, so I’m going to advertise on it”. More and more people use their phones and everyone is transitioning away from computers to mobile. This is the most important thing that you have to consider when thinking about online Advertising.
Stat #3: 88% of Twitter users are on mobile
You can say that almost 90% of Twitter users are on mobile. These two stats alone show that there’s so much potential that’s already happening now on mobile that you need to have your website optimized for it. If your site isn’t optimized for mobile or if your presence online isn’t optimized, you’re just wasting, throwing and leaving money on the table.
If you’re a small business owner now and your team, your tech or your developer hasn’t optimized your site for mobile, call him up and say, “Hey, we need to be on mobile”. You need to optimize everything for it in order to BOOST your notoriety between your main audiences.
Strategies to help you publish online
Even if you are a business man or not, you should have asked yourself the following questions at least one time in your life: “What should I publish online? How often should I publish online? How do I create content?” Well, by reading this article you’ll probably find the real answers, because I am about to share with you one of my best marketing formulas.
The theme of this article is “How to Dominate Your Industry”. I’m going to give you the exact blueprint that we use to create content and distribute it. That’s essential in any industry you’re involved in, because you really want to be able to dominate. You really want to be able to have more exposure, especially with all these online tools. You really want to be where your consumers or audience is.
In the following lines, I’m going to share with you the marketing system that I have been using for a long time. It has taken me a lot to optimize it, but I can guarantee you that it will have a big impact for your business, depending on the method that you will decide to use. There’s a lot of back and forth with people in my network, a lot of things with my very close circle of entrepreneurial friends and this is really THE BLUEPINT. If you deploy something like this in your business, I can guarantee that people will start talking about you in a short period of time.
StatStart with video
Almost everything we do starts with a video. For example, I’m shooting an episode that’s going to be posted on my blog and on YouTube and I also do Periscope sessions. What you have to understand is that creating a content system isn’t difficult, but you need to be very well organized.
Everything starts with video. It’s a multi-step process. This is what I would recommend if you’re just starting out with an online content strategy. If you hate video, get someone in your team to do it, but I would recommend that YOU should do it, because you need to build your brand and you need to establish your authority.
Think of guys like Steve Jobs, Mark Cuban or Donald Trump – who is appear ingin the news a lot at the moment with the US elections taking place. All these guys have a huge personal brand and that gives them a lot of leverage in anything they do. You need to get a connection with your viewers, because video is everywhere. Video is the first step of the system. Based on it, you can create the whole system.
The first thing that you want to do is to choose a 5 to 20 topic. For example, we’ll have a 6 topic episode on the article that I am writing today. If you’re in the weight loss industry, it would be “7 ways to lose weight” and if you’re in the direct response or the marketing industry, it would be “18 techniques to double your engagements”.
The formula for this is to basically chose X amount of things, strategies, techniques, tips or hacks that you want to share. You want to have a number like 12, 15 or 25.
Think about all the articles that Buzz Feed has. Whether you love or hate Buzz Feed, think of the amount of exposure it has. They have amazing headlines, like “26 places to see before you get married” or “12 things to do before turning 40” and you want to have those kind of titles, because that’s the theme for your video. That video can be on Periscope, it can be an episode, or it can be something you do weekly, it can be whatever it makes you feel good to speak about.
It can be just a video that you script in your garden by yourself or it can either be the way I suggested and in this case I would recommend 3 formulas that you can use for it.
Format #1: Create a 10 to 15 minute video
A 10 to 15 minute video is very short and this is why anyone can do it. The good news is that it can also be scripted if you’re not comfortable jamming.
For me, it’s very natural to create content on video, but for some people it’s not. If you want to have your video scripted, you want to take more time to script what you want to cover.
If people feel like you’re reading from a prompt, it’s just repulsive, because it reminds them of bad infomercials where the guy is just standing there and reading the script. That’s just lame. You need to know your lines if you want to have it scripted. If you want to script everything, you need to know the flow of things and you want to have some improvisation to it.
Format #2: Webinar
The second format would be a webinar. For example, this video would be on GoToWebinar or a conference call that you do where you can use slides. I use slides when I do key notes, because it’s a great tool to get people’s attention.
Format #3: Live Webcasting
I think GoToWebinar is a very clunky piece of software, but there’s not much on the market. We use Instant Teleseminar sometimes in some of my other businesses. I’m not a fan of the webinar technology, that’s why I prefer doing live casts or Google Hangouts. Do webinars if you prefer doing slides. We’ve used services like Ustream, Livestream, Google Hangouts, Periscope and Meerkat.
The interesting fact is that Facebook just came out with a new live webcasting service. Unfortunately, they only released it for household celebrity names. They launched this in the beginning of August and it’s called Mentions. Facebook video is starting to make a lot of noise because its mission is to take down YouTube and dominate the video space.
I always like posting on different places that’s why we have videos on Periscope, YouTube, on my blog and Facebook. You can also post your videos on those 4 platforms that I mentioned.
Format #4: From video to podcast
Video is only the first step, but it’s always important to start with it, because once you have it, you can turn it into an audio podcast. The whole system that we have is really repurposing content and once you have a video, you can just pull the audio from it.
If you don’t know how to do it, just get someone on a site like Upwork. There are millions of people on that site who are very good service providers. They can get the audio off your video in a few minutes. Then, you can publish it as a podcast. People come and go and it’s the same thing with all these new apps. People will try podcast for a few weeks or a few months, then they’ll be like, “This is exhausting. I don’t want to do it anymore” and they’ll stop. If you want to use this system, you definitely need to do this consistently.
You have to publish your video out, because you are hitting people who are visual. I would recommend that you use a free software like Audacity or Camtasia for taking the audio out of your video. I know Camtasia does Mac and it has been around for years. It’s a really a good service and a good software. We publish our audio on SoundCloud, Stitcher and on iTunes. We obviously publish it on my blog, matthiasmazur.com, where we have a section with all my podcasts.
I do 4 weekly shows plus my audio podcast, but we take all these content from all these video shows and put them online in audio format. We’re really repurposing all the content in different ways such as posting on iTunes, Stitcher and SoundCloud. If you’re going to post online, you might as well post EVERYWHERE.
Some people are using or have used SoundCloud. I don’t really like it, but it’s another place that you can post. There are a lot of rumors about it going down soon, because they’re having a lot of legal issues with big groups. If you Google their lawsuits, you’ll see that at this moment, they’re very close to being in big trouble, but at the moment it’s a great place to publish, because it’s free exposure. If you have something going on in audio which is based on a video, just post it on those 3 places: SoundCloud, stitcher.com and iTunes.
We talked about a video becoming an audio, now from an audio you’re going to repurpose that in another format: text.
Format #5: From podcast to text
Once you have the video and the audio, you then turn them into text. This will allow you to hit another demographic. Some people love to watch videos, some to listen to podcasts and some to read. People who love to read sometimes don’t want to watch YouTube videos and some of them are not visual. This is why you need to have text.
How can you do that? By simply making an account on a site like upwork.com and getting a transcriber. He or she will cost approximately 15, 30 or $40 at most per audio hour. If you don’t want to use this method, you can also get a transcriber by interns in your area or by getting someone from your company who is proficient at text to do it. You’ll just have to get them the audio and they will get that transcribed as soon as possible.
Having the audio turned out into text will allow you to post it on different platforms. Depending on the theme of the show, you can also create an eBook that can be 20, 30, 40 or 50 pages long. You can bundle that up as a free report, then give it away on the blog. This is how we do it on matthiasmazur.com. If you’re doing a 10 to 15 minute video, get that transcribed and you basically have an eBook.
Depending on the business you’re in, you might want to call this a free report, a white paper, or a resource guide, but the bottom line is that you need to have something in written format. You need to have that nicely edited and formatted in a very professional way. Don’t use raw text, because people don’t read that. Instead of it, just attach some nice pictures, along with some nice colors and at the end it will certainly look good. When you’ll finish it, my recommendation is to give it away on your blog in exchange for people’s email address.
Collecting e-mail addresses allows you to remarket, to build an audience, to deliver value and also offer products that will generate money.
If you already have an audience, just send your white paper out for free. It will be an amazing experience for people to be able to receive a 20, 30 or 50 page eBook for free about a specific theme, because it builds tremendous good will. Another trick you can do is that you can actually reach out to other blogs and offer that for free in exchange for a mention on their posts.
You can offer that as an eBook or as a long article with your name at the end of it. You can reach out and get new audiences based on that one video. It doesn’t stop there, because that’s when this whole circle goes viral.
Format #6: Creating Mini-clips
It’s very important to use numbers in your theme or title, because if you chose the title like “7 ways to lose weight”, every way, you have 7 ways that you gave for free during the video. Each of those 7 tips can then be repurposed into a specific article or a full e-Book.
A few years ago, we came out with a thing that we call “slicing”. It’s basically taking a big bulk of text and slicing it.
If you have the “7 ways to lose weight” or the“12 strategies to improve customer retention”, every one of those ways and every strategy is a standalone article. Instead of having one eBook, you also have specific mini clips or mini articles.
If you have a 10 to 15 minute video and you cover 5 or 7 things, you have 2 to 3 minutes about every way and every strategy, which will convert in an article of 400 to 600 words. If you’re doing a long recording, you have anywhere between 30 to 40 pages of raw text and 5 to 6 pages per theme that you cover. Once you have that chopped up using “the slicing system”, you can publish those mini articles onto your blog, Facebook, Medium, Twitter and on Tumblr.
My blog, Facebook, Medium, Tumblr and LinkedIn are 5 places where we publish the written content that we have. If you check out what we do with my brand, matthiasmazur.com, you’ll see every article is on those 5 platforms.
Let’s figure the example of “7 ways to lose weight”. Let’s say tip number 1 would be to “stop eating chocolate”. Tip number 2 is “exercise twice for 20 minutes every week”. Tip number 3 would be “the 3 foods not eat” by listing 3 kinds of foods.
Every strategy is different, but every strategy is also a standalone article that you will publish everywhere. If you want to be everywhere, if you want to dominate your market and if you really want to have the top of mind awareness, your stuff needs to be EVERYWHERE. It’s really maximizing the content that you already have. All this content comes up from a single video. Video gets turned into an audio, then it gets turned into an article, then it gets turned into an eBook or a white paper, then that gets chopped into articles and since we’re talking about chopping things up with “the slicing system”, you’ll also want to chop your main video up.
You’ll need to structure it in a way like the way we do it. Every strategy is chopped up into mini clips that we post on YouTube, my blog and other social media platforms. Think of it as creating a big video, chopping things up and delivering them in different formats. We now have video, audio, white paper, articles and blog posts.
You can publish that on your blog. You can also post that on Twitter, Medium and Tumblr. Those are already 3 different blog platforms. If we are to add Linkedin, we would already have 4 platforms that you can post to without even having your own blog.
Format #7: Create quotes
I really recommend getting your own blog, because you need to own your brand online. We already have video, audio, eBook, articles and mini clips. We’re going to go a bit further, because some platforms don’t lend themselves to posting very long videos and that’s why we want to create quotes.
You want to pull quotes, because Instagram, Twitter and Facebook are perfect platforms to distribute them. There are 2 ways we actually distribute quotes, one of them is through a nicely done image with cool backgrounds which you can create for free. You can also use an app on iPhone called “Instaquotes” or just Google “Free Quote Maker”. There are a lot of free softwares online where you can choose a background, type your quote, download the file, then post it on Facebook in less than two minutes or so.
You want to have your quotes well, because platforms like Instagram don’t allow you to upload articles. You can’t upload long videos to Instagram, but you can still hit that audience by giving a quote, because someone who is interested in a quote might come to see your profile and might go to your blog. The 3 places that we publish quotes is on Instagram, Twitter and Facebook.
I know this is a lot to process, but that’s how you really dominate markets. In a way, that’s how you make yourself unstoppable, because you’re everywhere. You don’t want to do that for a few days or a few weeks, because that’s not going to change anything. You need to be consistent if you want to dominate your market.
Have a 12-Month Strategy
Creating a 12 month strategy will really help you boost clients and dominate your market place.
The first step that you’ll need to follow when is doing 1 video a week.
If you can do a video a day, a full 60 minute episode a week or a 10 minute or 15 minute video a week, that’s enough. Based on that 15 minute video, you already have your 5 or 10 blog posts and you already have your eBook. In a year, you’ll have 52 pieces of eBooks, pieces of content, PDF’s that people can download. You’ll see that in time this will give you incredible reach.
It’s a simple process, because it’s systematized. It is quite a lot of work and that’s why you’ll need to have a team. If you can’t hire people yet, you really want to start small. You need to set yourself the goal to do 1 video a month.
If you’ll do 1 a month, you’ll be like “wow, I need to do more” and you’ll do 2 a month. Then, you’ll do 1 video a week and that’s how you get better and better. I’m always weary of creating unrealistic goals, I’m not going to tell you to go out and do a video every day. It’s not sustainable, especially if you have something on the side or if you’re running your business. I will say, though, that if you’re running your business, this is part of it: doing content, publishing it on different platforms and in different mediums is business.
If you’ve never done video, it’s going to be a little bit difficult, because you might not like being in front of the camera. You might not be comfortable, but you have to start somewhere. The sooner you start, the sooner you can improve. Start with 1 video a month, pick a really good theme, one that has X numbers like “21 ways to do this” or “14 strategies to do that” and then, go through the whole thing.
From the video, pull the audio to get it transcribed. Put the eBook on your site in exchange of an e-mail address that you can ask to capture leads. If you already have an audience, e-mail that eBook for free and people will love you for it. If someone’s on your e-mail list and they get a 20 or 30 page eBook for free, it’s going to be an amazing experience for them. You want to provide value, you want to shove that up using “the slicing system” then publish that on all your social media platforms.
It’s all based on one video that can make the domino effect. It’s a big thing to do, but that is the system we use. As you know, I run 4 weekly shows, 2 of them are interviews and 2 of them are just giving value away for free. We give all these hundreds of hours away for free that are then repurposed in audios, articles, eBooks, quotes and pictures. That’s how you can really be on the forefront of your industry. Always remember that it’s a big commitment and if you’ll do this for 12 months, I can guarantee that only 1% of your competition will actually do the same thing.
You NEED to be CONSISTENT. Everyone wants to make money today, but the truth is that social media is a long term game. It’s an investment. Take me for example, I have a staff that’s just handling my stuff, just doing my content, then publishing my name on top of everything else that we do for our clients. This is how you create a brand.
You don’t need to hire 10 people to work on your brand, because you can do it yourself. However, I would recommend going to Upwork and seeing the talent that’s out there. There’s a lot of stuff you can outsource, especially the video and the audio editing. Unless you know how to do that, there’s no reason for you to outsource it. I would also outsource the formatting of the eBook just so it’s really good and has a really good professional look when people read it. The rest is up to you to put in the time to create all of this.
You can do the quotes by yourself. You can do the video by yourself and you can shoot the video on your phone. The quality doesn’t have to be studio one. Obviously, you want to have good sound and you want to have a decent lighting, but you can shoot this easily in your living room. For the audio, I would recommend getting an audio editor or video editor.
You have to remember all the time that this is a long term game and you should play it constantly. Don’t go crazy and create 3 videos this week and then do nothing for 6 months (which is what everyone else does). I get e-mails all the time with people saying, “This is amazing, I really want to make this happen, but I have all these work going on so I’m going to do 5 videos today” and then after a few months, they’ll say “it’s never going to work”.
It’s better to do 1 a month or 2 a month rather than doing 5 this week and then nothing for 6 months. Everyone gets this wrong. I would plan it for 12 months. Commit once a month or once a week. Whatever you can do, do it, because that’s the game. It’s a commitment and it’s a long term play. It’s time for you to get to work, because if you don’t do it, someone else in the market will. Maybe in 6 months, someone will get into this and someone will understand the value of having all this content online and he will win. Wherever your prospects go, they’ll see your competition. Do it, because it’s worth it. It’s a long term play, but it has huge benefits.
The action steps that I have are very simple. You need to get your own domains or get your own identities online. For example, you can use Facebook.com/yourcompany, yourcompany.com or twitter.com/yourcompany. I would say that the number one thing that you need to do is to have your name, because your name is going to stay the same. Your company might change its name, but YOUR NAME is going to stay the same.
You want to have your name across everything. You want to have /yourname on Twitter, Instagram, Snapchat, Pinterest, Twitter, Facebook, Vine, YouTube, LinkedIn and Tumblr. I just had Beam a couple of weeks ago and Kick is also one that we’re playing around with. You need to go through all the social media platforms and just get your name.
You need to get the same properties for your company. For example, your company name is Healthy Juices, you want to get “healthyjuices.com” as the domain name for your company. If your name is Charles Edwards, you want to get the domain name “CharlesEdwards.com”. You have to get all the properties for your name and all the properties for your brand or your company. You NEED to own those social media properties to boost sales and dominate your market space.
All in all, in today’s market, you need to be visible in all social media platforms. Based on the statistics that I have shared, the evidence is overwhelming: being on all social media platforms will have outweighing benefits for your brand. Nowadays, if you’re not on social media, you basically don’t exist. You need to be aware that everybody is transitioning and your competition won’t sit around and just let you win. You need to be in the top of your industry before someone else does it. The fact is that you can only do that if you’re focused and consistent.
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