Take it from an expert, Gary Vayerchuk, who makes 30 pieces of distinct, different content out of 1 Keynote, has amassed over 35 million views over each, and continues to create, specify and mass produce content efficiently to an effective, impactful result.
Here, we learn from entrepreneurs and game changing marketing forces like his how to create, brand, extract, organize and distribute your content throughout your brand’s social media platforms.
Learning how to develop a content creation and distribution strategy does not have to be as hard and abrupt as you might think. All of the best plans and schedules take some getting used to and some time for understanding.
First things First
Evaluate your team strength for introducing a stronger and much efficient social media content plan. Are you ready to commit most of your time, as a marketer, creator or entrepreneur to content creation?
If so, you will eventually get the hang of balancing content creation with all your other brand responsibilities in fair time. But for the initial push, content needs most of your attention.
After mastering that it gets rolling on its own, while you just do your thing, going about your day as a hardworking, but persistent and impacting individual or brand.
Producing content, little or a lot on a daily schedule is what you should first start practising and getting used to. Produce at least one large, complete piece of content, be it a podcast, or a video.
A long video comprising several minutes or a few hours would be the most efficient way to go, especially if your social media platform capacity reaches places like Youtube or Snapchat.
But why just a video?
The key behind all this is to acquire maximum content from minimum work, which would be possible if one piece of content were being produced and repurposed into different forms.
The Content Pyramid
Let’s talk a little more about how this works structurally.
Creators have a concept, called the Content Pyramid.
It is a model that displays how content should be repurposed to fit the requirements for different Social Media, so that your marketing covers all possible forms of Social Media Content posting with just a few content creation attempts.
The top most category is called “ The Pillar Content”. That would be the huge chunk of content, that would be edited to still remain a large piece of content but finessed and posted on a platform that allows for larger content pieces.
The reason why a long video is great and ideal for being Pillar Content is because it can be repurposed for micro content in every possible way.
We are looking at a mass of smaller videos, pictures, captions, quotes, and write ups that can potentially cover all social media platforms.
Repurposing into micro content
Although all this may just seem like common sense. But the key to actually mastering it lies within how you pick and choose cuts for micro content. The impact that leaves may yield more of an audience than your pillar content originally would have on it’s own.
Think of your micro content as marketing for your pillar content.
Regardless of being busy or just sitting around, you have to keep in mind that no one has the interest to invest a lot of their time into watching or hearing content that they haven't piqued an interest for yet.
Your micro content does that for them.
Small snippets of media suchs as funny or iconic GIFS, mashups or remixes of certain portions of your much-longer video, or just editing these content chunks a certain way to captivate a viewer’s attention immediately when they are casually scrolling past is how you force an uninterested individual to take an interest in what you post.
A long video to make almost everyday, that key-point is pretty understandable.
A long video does not just have to be a bore of some dusty dull person, or sharp looking business person rambling on and on about their achievements, their products or whatever content makes you least want to view and engage with the video.
It doesn’t have to be a repetitive form of a video either. It’s actually quite interesting.
According to Gary’s “pillar show” the different forms of pillar content he takes on are;
Dedicated content which would comprise;
A video series
As Gary says, back in 2006 when he didn't have much pillar content to create. He would sit down and taste 88 wines for 48 hours, multiple times a week and film all that. That served as his pillar content then.
Which is why pillar content doesn't have to be a 100% relevant to the name and niche that you are under on your social media platforms. Yes pillar content serves to enhance brand awareness.
But it also serves to increase brand visibility.
And that can only be attained by being frequently seen by viewers on a regular basis, even if the content has to shift a little from being about the brand only to something people care about more.
The idea is to amass a big viewer base that would care to care for your brand after they see something they like or are intrigued by, and are drawn in to see more.
Create Micro Content
Micro content, if it isn't clear yet already, is effective short-form pieces of content that is extracted from a larger chunk of content.
It can consist of memes, gifs, 60 second or less videos, mashups, remixes, small write ups, captions, quotes, pictures and stories.
The trick is to compile all the “ best moments”, or the most “potent content” from both, the edited and unedited versions of the pillar content and repurpose them into the kind of material they are most suitable for.
A single impactful moment from the pillar content video can be made into a shorter video, a gif, and a meme, and can potentially be made into a little story with some added content.
The deal here is to look for content that resonates with the audience.
But how exactly, aside very generically attracting moments will creators know what resonates with the audience?
Once the micro content and pillar content is distributed onto their designated Social Platforms, preferably posted and reposted till a large audience has been amassed, look out for how your audience interacts and engages with the content.
To clarify how this can actively be done, Gary says that he and his team ask their audience to comment with a timestamp to a section of the pillar content video they like.
For the micro content, it isn't too hard to see if a majority of the audience resonated with it or not. Soon enough it will be easy to make out what kind of moments your target audience loves best for micro content, and with a few attempts you will be right on point.
This will allow you to make content that your audience wants to see, which would lead to building audience loyalty and commitment.