How to improve your content strategy

Worried about creating “original content”? “New content”? Stop that! Below is the particle-board model of content, proclaimed by the master theoretician of regurgitated material.

This article was written about a video that was inspired by an article based on another video.

That history is not unknown in content marketing. It’s the story of many a content strategy.

Many marketers don’t produce the amount of content they should be producing.

I get it. For seven or eight years, I made content by myself. I didn’t have a team of smart people to create articles, video clips, infographics and episodes to be consumed every day. It was just me.

I’ve expanded since then. I’ve gotten plenty of emails about how some of you are ready to hire your own copywriter or designer or videographer. I encourage you to make that investment if you can and you don’t mind spending the money. Invest now so you make it in the long run.

Here’s the strategy: I understand that if I invest in core content like The #AskGaryVee Show and DailyVee, I can empower my team to consume that content, see what works, and create content around it.

It’s that simple.

FREE DOWNLOAD: How to turn your executive into a brilliant speaker.

The words you’re reading right now were probably synthesized by my team from a video or a podcast or an interview and then checked for grammar and punctuation. Then I listened to it and tweaked it a bit. After that, we brainstormed some headlines, I wrote some copy forFacebook, and we created some image quotes for Instagram. That’s how we do it.

That’s our system for creating content from content. Sometimes it goes deeper. As I said at the beginning, what you’re reading now was based on a video I decided to make after reviewing an article my team wrote for me!

When you have two shows like I do, you must think about using them as a content source, especially if you allocate resources for your original platform.

For example, all podcasters can easily make content from their podcasts. All your interviews could be four Medium pieces. One sixty-second clip could be a SoundCloud bit. Another audio clip combined with visuals would make an engaging video.

You can mine an enormous amount of content from bigger pieces at the top of your content chain. Hacking the mothership-content creates micro-content.

Consider animated GIFs. Much of the micro-content that you see on Tumblr and Facebook probably came from larger content pieces.

Video snippets, article summaries, etc., often are byproducts of something larger.

Ask yourself how you can create a weekly podcast or a daily video show that can lead to other pieces of content or micro-content.

It’s all sawdust. I’m fascinated by sawdust. It’s the byproduct of your output whether you’re a podcaster or a writer or an entrepreneur. It’s someone who took the sawdust after cutting a bunch of wood, repackaged it and then sold it.

Figure out where your sawdust should come from.

Here’s where this article originated:

Gary Vaynerchuk is a CEO, entrepreneur, investor, best-selling author and speaker. A version of this article originally appeared on his blog.

(Image via)

COMMENT

Ragan.com Daily Headlines

Sign up to receive the latest articles from Ragan.com directly in your inbox.