THE “BE EVERYWHERE” CONTENT FORMULA: How To Dominate Social Media With A Cohesive Strategy, Without Having To Be Your Own Media Company
Look in the mirror and ask yourself: “Am I too late to get started on social media?”
You know that content marketing and building an audience is an essential part of running a business in 2019. But you see these huge brands with massive followings and it seems like you’re too far behind to catch up.
You see these entrepreneurs and influencers creating tons of content on every platform. You hear Gary V talking about hustling and crushing it. It seems overwhelming. I know this is a secret fear for countless entrepreneurs because I talk to them every day. They tell me they’re worried it’s too late.So what’s the truth? Has the ship sailed? Do you need to wait for the next opportunity?
The internet is about to go through a massive shift. You can take advantage of it to grow your business, build an impactful brand, and put your product in front of raving customers.
But you need to have a system to do it.
In this article I’m going to walk you through the entire process- start to finish. You’re going to learn:
● What this massive shift is and how you can take advantage of it
● What kind of content you should be creating that potential customers are hungry for
● A powerful formula for creating great content lightning fast
● How to do 10% more work and get 500% more output for your content (this is the secret
to “being everywhere”)
If you’re ready to stop dabbling in social media and start dominating it, this article is your roadmap.
The Coming Internet Revolution – And How You Can Take Advantage
You may not realize it, but the technology that changed our lives in a huge way, is itself going through a huge change.
It doesn’t matter what kind of business you run. You can be in physical products, digital products, software, brick-and-mortar, or anything else. If you want to succeed in 2019 and beyond, you must adapt to this shift.
If you take advantage of it, you will tap into hordes of eager buyers. They will come to trust you and even love you. And they will turn into raving, loyal, paying customers. But if you don’t take advantage of this… you’ll get left in the dust. So what is this change in the internet I’m talking about?
Creating videos for your business is absolutely one of the most crucial things you can do moving forward.
You might be thinking “Ben, aren’t you exaggerating a little bit? Video… a massive shift?” I want to drive home the magnitude of what I’m talking about. Take a look at this graph:
YouTube by itself currently accounts for almost 20% of all internet traffic.
And it’s getting ready to explode. Take a look at this:
Over the next two years, online video will make up 80% of ALL internet traffic.
Just imagine what this means for the daily life and habits of your potential customers. Check this out:
The average American adult spends an hour and a half online every day, and a quarter of that time is spent watching video. (For younger demographics these numbers are much higher.)
And here’s one last graph:
More than half of all consumers want to see more videos from businesses they shop with.
I know I just buried you in numbers and statistics, but this is the bottom line… people are spending enormous amounts of time watching online video. And that number is skyrocketing. Many entrepreneurs (especially in the brick-and-mortar world) think this revolution won’t affect them. They think online video means Netflix and funny Facebook clips. And they think the business world is separate.
They are sorely mistaken. And their businesses are about to get pulverized, because people expect to see video for nearly everything… including businesses they spend money with. It’s easy to look at the competition and think “If I would have gotten started in 2013 I’d be successful by now. But it’s too late.” This is PRECISELY the reason why you have such a huge opportunity.
That’s because everyone else is thinking the same thing. Your competition is using it as an excuse to not get started. But little do they realize, in just two years they’re going to look back and wish they would have gotten started today.
While everyone else is crying about “oversaturation,” you can dive in right now and ride this cresting wave to success. But you have to get started.
Figure Out What Your Videos Should Be About (And Identify Topics Your Viewers Will Love)
By now you’re probably thinking “OK Ben, I believe you! You’re right, I should start making videos. But I don’t know what I should talk about. (Or I have too many ideas and don’t know where to start!)”
I work with people like this every day. I work with chiropractors, dentists, and all sorts of local businesses. They’re all people who say “My industry isn’t interesting enough to film videos. Nobody wants to watch what we do.
But guess what… they’re all 100% wrong. We help people like this every day create amazing videos that their customers love. Generally we teach 5 main kinds of videos. And you can do the same thing too:
1) Story Videos
Humans love stories. We’re programmed to share information through storytelling. Take advantage of this. Anyone can film a video that says “Hey, I want to teach you XYZ…” But if you can tell a great story, it will stick in people’s minds. It will bring your message to life. It will take the viewer on a journey. They’ll attach emotions to the things you’re teaching, which will make it even more powerful. And here’s a pro tip. Great stories usually involve struggle… the trials you went through, the pain that led you into this journey, and what you had to overcome. Most of the time we try to hide our struggles. We want to bury our pain. But there is a lot of value in sharing that story. It makes you human, and it helps people relate to you because we all have our own struggles. People like buying products, but they love buying products from people they know, like and trust. And the easiest way to get people to know, like, and trust you is to tell your story.
2) FAQ Videos
No matter what industry you’re in, there are always things you have to explain over and over again. When I had my chiropractic practice, I found myself teaching a certain set of exercises all the time. And 90% of my clients all needed to hear the exact same advice about sitting in their chair at work for hours at a time. I started filming videos of these explanations. So rather than saying the same thing for the thousandth time, I could just send someone a link to the video. And rather than having to get someone to come into my office to hear my advice, now an unlimited amount of people could hear my expertise online. Most people are worried “But if I give away my information for free, why will they come into my office and pay for my services?!” The information will demonstrate your expertise and build trust and rapport with your customers. But here’s the thing… they need help taking action. Knowledge is only a piece of the puzzle, they need help implementing it. You can sell the solution. Create products that automate, simplify, and scale. Trust me, this will send your business through the roof.
3) Behind The Scenes Videos
I hate to break it to you, but your clients are nosey. They just can’t seem to mind their own business! (I’m not trying to be rude, mine are too.) It’s human nature. When we do business with someone, we can’t help but think “Where did this person come from? What is their story? Is it something I can get behind? Are they like me? Are
they not like me?” People want to see behind the scenes. They want to see what’s going on in your office. They
want to see how your business works. And this is the problem. All of us think our lives are super boring. We think “Why would anybody want to hear my story? Why would anybody want to get behind the scenes of my life?” But the thing is, people absolutely love it. That’s why reality TV is so popular even to this day. So pull back the curtain and give people a humanizing look into the day-to-day operation of your business. Start looking around your business and find the “boring” daily tasks you can show your customers.
4) “Why” videos
There’s a reason you got into the business you’re in. Sure you wanted to make a lot of money. But if that was the only reason, you would have been a banker. Or a bank robber. There’s something deeper than that… There’s a cause you’re passionate about. There’s a message you believe in. There’s something that lights you up that you just can’t stop talking about. A lot of your early customers will come from people that see themselves in you. And when you
talk about all these things, people love that and they will bond with you. So while it’s great to talk about business, take time to step back. Talk about the big picture. Talk about the “why.” People might not understand the nuts-and-bolts of your business, but they will understand the passion and the purpose.
5) How-To Videos
YouTube is the second largest search engine on the planet (behind Google obviously). So more and more, when someone wants to learn something or is looking for the answer to a problem, they’re not searching for articles to read. Now they’re looking for videos where they can watch someone teach the information they want. You need to take advantage of this. You need to start putting yourself in places where people are already searching for the kind of information you provide. But there’s another critical point: Google owns YouTube. And you’ve probably already noticed, Google is increasingly showing YouTube videos in your search results. So when you create a video and you pay attention to certain keywords, not only will you rank high in YouTube. You’ll also start ranking in Google search.
By creating how-to videos, you essentially get the double-benefit of leveraging two platforms at once. So you can become a trusted source very quickly. OK, so now that you know what you’re going to talk about, it’s time to talk about how to film killer videos…
How To Outline Content Your Followers (And The Social Media Algorithms) Will Love
If you were going to write a 200 page book, would you sit down and just start writing? Would you figure it out as you go?
Of course not. You would write an outline first.
You would figure out what you wanted to say. You’d compile all of your stories. You’d break it down into sections and chapters.
But for some strange reason, people don’t film their videos like this. They just turn on the camera, start talking, and get frustrated when they’ve given the same line 50 times but can’t get the words to come out right.
That’s why I’ve developed a structure I use for all of my videos. It makes it fast and painless for me to film high-quality videos. But more importantly, it also makes it easy for my viewers to digest. Not to mention it makes the algorithms happy so my content gets suggested more.
Here’s the exact outline, so you can use it too:
1) Instantly grab their attention
As soon as the video starts, you need to jump right into what the video is about. You only have a few seconds to catch the viewer’s attention and help them decide if they’re interested in the information. So without any distractions, and with no fluff, give them a concise idea of what they’re going to learn. For example: “Today we’re going to talk about ______, and how you can achieve _______ even if _______.” It only needs to be a couple sentences, so a good way to think about this like the title of your video. It’s a one-two punch that makes the viewer sit up and say “That sounds awesome, I want to learn that!”
2) Introduce yourself
Next, tell the viewer who you are and what the channel is normally about. You want to give
some context so they know they’re in the right place.
“I’m your host ______ and you’re watching ______, where we help ______ like you accomplish
This helps your viewer say “Cool, I’m an entrepreneur/writer/mom/athlete/guitarist/whatever too,
and I also want to accomplish that thing. I should pay attention!”
3) Ask the viewer to subscribe
The average person needs to hear a Call-To-Action several times before they actually act. So whatever your CTA is at the end, it helps to give it at the beginning too. Plus, not everyone will watch the whole video, so we want to make sure they don’t miss it. “We have some amazing stuff coming up on this channel, so make sure you hit the bell so you
don’t miss anything.”
4) Reintroduce the subject in more detail
In the intro, you explained the topic of the video in just a couple sentences, to grab the viewer’s attention. Now you’re going to say it again, but in more detail. This time you can include things like:
● Why is this a timely thing to talk about?
● Why is it important to learn this information?
● What does it feel like to struggle with the problem you’re talking about?
● What will the viewer know how to do by the end of the video?
The first intro is kind of like hooking a fish. This time as we go into more depth, it’s like we’re starting to reel the fish in. We’re setting the hook deeper. We’re making sure our viewer is 100% locked in, and we’re really piquing their interest so they want to keep watching and learning.
5) Teach the content
This is where we dive into the actual content of the video. Usually what I do is write 5 bullet points that I want to cover. If I’m teaching how to do something I’ll break it into five steps. If I’m trying to convince the viewer of something, I’ll think of five supporting arguments. If I’m telling a story, I’ll pull out five important lessons. Depending on the amount of content, I might make five sub-points for each one. Then all I have to do is put an iPad in front of me with a presentation on it. It doesn’t need to be in-depth, just the five points with their five sub-points that I want to hit. This makes it really easy for me to look at each prompt, talk about what I want to cover, then move onto the next thing. It’s also really important to use examples. Each point on your outline might only be one sentence, but then you can tell a short story or give an example to bring it to life. This will make your content more memorable and powerful for your reader. And once you get comfortable with this, it also helps you make great videos really quickly.
6) Give a quick recap
Once you get through the content portion, you’re going to go back and review the main points. I’m a big fan of the strategy: “Tell them what you’re going to tell them. Tell them. Tell them what you told them.” This might sound like overkill, but you want to make it completely obvious what the takeaways and the lessons are. Plus, by summarizing the key points you can say “Alright, so the five things again are… Now you know how to _____. Isn’t that cool?!” Instead of hoping your viewer came to the conclusion you want them to, you get to plant the idea in their head that they now have new knowledge or skills. It helps solidify the value that you offered, and it establishes you as the expert.
7) Give a CTA (Call-To-Action)
Next you’re going to give a call to action. Say something like:
● “Now go put this into action.”
● “Go opt-in below.”
● “Click on the links in the description.”
It’s always a great idea to give them something to do when they’re done watching the video. How can they keep the momentum going? How can they can get more value from you? Give them a way to continue on the journey with you.
8) Ask them to subscribe again
It’s hard to get in front of a viewer for the first time. Your video had to end up in their search results. Or the YouTube algorithm had to suggest one of your videos. Or someone shared your video on Facebook. Now that the hard work is done, we want to make sure it’s much easier in the future. If we can get them to subscribe and click the notification bell, next time they’ll see our video as soon as it comes out.
9) Sign off
Finally, at the very end we want to say goodbye and thank the viewer for watching. If you want, you can even give a short teaser of what’s ahead. Open a loop in their mind so they want to tune in next time. Or you can simply say something like “See you next time” so that it plants the seed that this isn’t the last video they’re going to watch from you. Use this outline for yourself and you’ll be creating killer videos in no-time. And if you’d like to kickstart your videos, download our Perfect YouTube Outline worksheet. Just fill in the blanks and you’ll be ready in minutes to hit record!
How To Get Your Content In Front Of Customers (And How To Be Everywhere)
So now we now what our content is going to be about, and we know how we’re going to talk about. But what’s next?
We need to talk about distribution. Meaning how are we actually going to get our content in front of people? And more specifically, how are we going to get our content in front of as many people as possible?
Now here’s the problem most people quickly run into: getting in front of more people usually requires creating more content. Which means pretty soon they find themselves on the social media hamster wheel…
They want more people to see their YouTube videos, so they start creating Facebook content to drive traffic back to YouTube.
Then they need more eyeballs on their Facebook posts, so they start creating Instagram content to drive traffic back to Facebook.
But now they need more visibility on Instagram, so they start publishing on Medium to drive traffic back to Instagram.
This goes on and on. Pretty soon they’re juggling all these social media projects… Facebook Lives, Instagram Stories, YouTube videos, Soundcloud podcasts, and everything else.
There’s no rhyme or reason. The content isn’t connected. Instead of one cohesive social media strategy, they’re pulled in a million directions. They’re running themselves ragged. So they fall behind in their posting schedule. They end up with sporadic content and half-committed shows all over the place.
And worst of all, they’re not spending time doing what they actually need to do: make sales and grow the business.
If this sounds all too familiar, don’t beat yourself up. The vast majority of clients I help with marketing are stuck on this same hamster wheel.
But what if I told you there was another way? What if I told you it was possible to create a single piece of content… then it automatically becomes native content for every social media platform? It is possible, because that’s exactly what I do. Here’s how…
Step 1: start with video
Everything in my business starts like this… with me standing in front of a camera, looking at an iPad below the camera, and walking through a presentation with five bullet points. When I say “presentation” I’m not talking about a beautiful PowerPoint presentation. It doesn’t need to be in-depth. It’s simply the five key points that I want to hit, with maybe a few sub-points under each one. This makes it really easy for me to look at each prompt, talk about what I want to cover, then move onto the next thing.
It’s also important to use examples. Each point on your outline might only be one sentence, but then you bring it to life with a short story or analogy. This will make your content more memorable and powerful for your reader. Plus, once you get comfortable with this, it also helps you make great videos fast.
And for you writers out there, here’s a quick tip…
Some people are good on video but struggle writing. Others are great writers but feel awkward speaking into a camera. If you’re the latter, try teleprompt.me. You can write out your script and read it off your computer screen. The program listens to your voice and automatically scrolls to keep up with you. This lets you read comfortably and speak naturally as you film yourself. It’s hands-down the best teleprompter software available.
If you want help coming up with ideas for videos, we have an article called 5 Videos Every Business Needs In 2019. I teach all my clients to start with these 5 videos, and I think they’ll work wonders for you too.
Step 2: turning it into a podcast
Once the video is finished, we strip the audio and export it as an .mp3. That audio typically becomes a podcast that we release down the road. That way I don’t have to always be creating podcasts and video separately.
When I film videos, I always follow an outline. This does several things:
● It helps me make high-quality content fast, since I’m not starting from scratch every time.
● It ensures that I create content the YouTube algorithm will love.
● It creates consistency in my content, which makes it easier for viewers to get “addicted”
to my videos since they know what to expect.
But it does one other thing that is really important: it makes it easy to adapt your video content to a podcast. For example, I know that the third thing I always do in my YouTube videos is ask people to click the notification bell. So it’s really easy for me, or someone on my team, to go in and remove those few sentences from the audio so that it makes sense as a standalone podcast.
You see, the trick is you want to create one piece of content that can be re-purposed everywhere. But at the same time, each piece of content needs to feel native on the platform where you publish it.
If people think “Wait a minute, am I listening to a YouTube video on iTunes right now?” They’ll feel cheated. They want to know that you took the time to create content specifically for that platform.
So if you do a little bit of work up-front, it makes it easy to remove the YouTube-specific sections. Then you can add in new pieces of audio like bumper music or an outro, that make it sound like a purpose-made podcast.This way you do 10% extra work, but get two completely new pieces of content.
Step 3: Turning it into an article
When we strip off the audio, we also do something else that is super important. We transcribe the audio so that we have the information in text format. We used to have to send off the file to be manually transcribed, and we had to pay by the minute. It gets expensive fast.
Now there is Otter.ai. Just upload your file to Otter and in just a couple of minutes you’ll have an incredibly accurate transcription. And best of all, it’s free. From here you can do some light editing to turn this into a blog post.
Sometimes you might have an episode where you speak too conversationally. It sounds right as spoken content, but when you turn it into an article it sounds awkward and unnatural. In cases like this, we’ll hire a professional writer to watch the video and turn it into a polished article.
Step 4: Creating Audiograms
For every video I film, we pull out little bite-sized chunks to be posted on Instagram and Facebook.
These are short excerpts- under 60 seconds so they fit on Instagram- where I’m giving one little piece of information that is valuable by itself. Then we add some animation so that it’s visually engaging, and so people can read along even if their sound is off. One of my team members uses Final Cut Pro to make these, but if you want a fast and cheap option check out Headliner.app. It’s not as powerful or flexible as creating your own with Final Cut, but it’s easy if you’re a beginner.
Then when we post these audiograms on social media, we can link back to the main video, podcast, or article. This allows us to cast a broader net and funnel organic traffic back to our core content. From there we can then get people to subscribe to our channels or opt-in to our email list.
Step 5: Creating image posts
The last thing we do is pull short quotes. Since we already have the transcription, we just need to look through the text and find passages of one or two sentences that stand alone.
I usually look for things that are:
I want to find anything that is going to help someone, give them a little piece of advice, or just
make them sit up and take notice.
I imagine they’re scrolling through their feed. What can I say that’s going to make them stop
swiping for a second and go check out the main piece of content?
Or at the very least, what’s going to make them say “This Ben Adkins guy has shared some
really helpful stuff recently.”
Once we have a handful of these quotes, we add fonts, colors, and images to make them look great on social media. Now we have a ton of posts to publish all over the place… once again, casting that bigger net to push organic traffic back to our core content. (I know this might seem easier said than done. If you’d like to see exactly how my team creates these bite-sized repurposed posts, check out our webinar here where we teach you step-by-step.)
By following this strategy, we make one piece of content, and it turns into:
● A YouTube video (that can also be published natively on Facebook)
● A podcast
● A blog post (that can also be published on Medium.com)
● At least five audiograms, that link back to the main content
● Several quote images to be posted everywhere on social media
And so you don’t forget, here are the apps we talked about:
Seeing The Bigger Picture
I hope by now you’re excited about our “content machine.” With just a little extra input you get a LOT more output.
But the thing is, this isn’t just about posting more. Like I said before, so many people get stuck on the social media hamster wheel. It’s a never ending trap where you keep working harder and harder for fewer results.
What this strategy allows you to do is be deliberate.
So many people are always playing catch-up. They’re always scrambling at the last minute yelling “I’m behind schedule and I need to figure out what to post today!” This obviously results in crummy content.
And so many people also treat their social media as separate “silos.” They focus on Facebook for a while. Then Instagram for a while. Then YouTube for a while. Then back to Facebook… This creates disjointed, inconsistent content.
By using our content machine, you take all of the stress out of publishing on social media. The HOW is taken care of. So now you can start focusing on the WHAT. You can post better content. And more importantly, you can create cohesive campaigns. You can develop excellent messages that spans all social platforms, so that everything you post
reinforces each other.
Now whenever someone comes into your “ecosystem” and learns about your business, wherever they find you they’ll learn the same lessons.
This allows you to generate a ton of attention for you business that leads back to your sales pages and gets people clamoring about what you’re doing.
4 Tools To Help You Get Started Fast
Now you know the exact system my business uses to create all of our content. We do millions of dollars a year in sales, and content marketing is a huge part of our success. Now you have my personal playbook.
I said before that information doesn’t mean anything without implementation. That’s completely true. So I want to make it as easy as physically possible to for you to take action on this stuff. That’s why we’ve created a few tools that are going to help you accelerate your success and start building momentum right now.
The first tool I’m going to give you is The Bootstrapper’s YouTube Checklist. It’s a free checklist we put together that will help you make professional videos without spending a fortune on gear. When you’re ready to start filming, just make sure you can check all of these boxes and you’re guaranteed to create a professional video that looks great.
The next tool I want to give you is The Perfect YouTube Outline. I gave you the outline above, but this is a worksheet that includes examples and prompts. Just fill in the blanks and you’ll have a fantastic YouTube video mapped out in front of you.
I told you that everything in my business starts with me looking into a camera with an iPad positioned just underneath the lens. So we’ve created a presentation that you can use, called The Serial Progress Seeker 5 Part Presentation. Just download it and fill it out, and you can use it just like I do.
And last, I want to give you The SPS YouTube Video Prompts. They’re a series of questions that will help pull out all of the information you need for a great YouTube video. Here’s how it works: download this and send it to a friend, or one of your employees. They’ll open it on their phone, and they’re going to “interview” you. They ask you the question, you look into the camera and respond.
They can even stand right behind the camera. So now you’re not “performing” on screen, you’re simply having a conversation. You’re sharing your knowledge the same way you do every day in your business.
This one simple trick takes all of the awkwardness out of the situation and turns it into a totally comfortable experience. And the best part is, it shows up on the screen. The final result will be a fantastic video that makes the viewer feel like you’re speaking directly to them.
I’m confident that these tools are going to save you a ton of time. I had to figure out these strategies through years of painful trial and error. Now all you have to do is download them and start using them! So I hope you’ll take me up on my offer.
That’s it, the entire A-to-Z system for dominating social media. We covered a lot so I’d love for you to leave a comment below and tell me two things:
● What was your #1 takeaway?
● What is your #1 question?
Thanks for reading, and I’ll see you in the comments!