Let’s face it, content creation for your blog and social media can feel like a gigantic time-suck… and yet it’s the basis to build preeminence around you and your practice.
So if you’re wondering how we create content for an entire week around a single topic in about 4 hours, then this video is for you…
I’ll give you a behind-the-scenes look how we turn a single Youtube video into a blog post, an email newsletter and about ~40 social media posts across all platforms – all in a matter of about 4 hours/week.
Once you do this consistently, you’ll establish thought leadership, authority and that Know-Love-Trust factor
But first, let’s explain…
What Is Educational Content Marketing?
When prospects don’t know about you, your services, and how you can help them… there’s very little chance they’re ever gonna buy. Because a confused buyer doesn’t buy.
On the surface, health practitioners may balk at the idea of giving away their precious expertise for free. After all, the idea is to enroll potential patients into their care packages, so why should they give away their insight via free content?
Unfortunately, this kind of thinking tends to devalue the patients’s needs. Of course, you want to sell your products and services. But prospects care much more about their own challenges, and how to solve them, than the fact that you have a service to offer. For example: How do I know if I’m going about my chronic health challenges the right way? How do I overcome XYZ? How do I find the right practitioner to help me?
Educational content addresses these challenges and provides tools to overcome them, ultimately building trust and connection between you and your prospective patients. That’s why we first have to educate them on your unique value proposition, highlighting the Unique Mechanism Of The Problem (UMP) and then transitioning into the Unique Mechanism Of Your Solution (UMS).
The 5-Step Process To Batch Create & Promote Content
In the video, I’ll explain in much more detail the specific considerations going into each of the five steps, but here’s a quick overview. Also, be sure to download our annotated Video Formula, so you know exactly what to include in your videos, in the right order.
- Step 1: Decide On Weekly Themes
It’s very difficult to consistently create compelling content, so it’s important to plan ahead (and continuously collect ideas). That’s where your content calendar comes in, focusing around weekly themes – ideally aligned with pillar post content. Once you have those themes identified, you’ll map out talking points and angles for your social media posts.
- Step 2: Record The Weekly Videos
When you batch-record videos, rather than dealing with video production each and every week, you’ll become vastly more efficient. So set aside half a day each month to record 4 solid videos. That way, you can delegate video post-production, setting up your youtube video and blog post to your team.
- Step 3: Produce The Weekly Videos
This is where your team (or an outsourced service provider like Big Boost Marketing) will take over… producing different video versions for Youtube, Facebook, and IGTV. In addition, the team will get the transcript, craft the blog post outline and build all the thumbnails and promotional assets for the week (like quote cards, teasers)
- Step 4: Write Blog + Social Media Posts
Based on the transcript and the talking points, this is where you’ll come back to create the copy for the blog post, email newsletter and social media posts. What we’ve found is that it’s not easy for copywriters to faithfully replicate your voice… so by empowering you to quickly create your status updates, it’s 100% authentic YOU.
- Step 5: Schedule + Promote Weekly Content
As important as the content creation part is, the content distribution (and promotion) is key to get enough eyeballs on your content. This is where your team (or a service provider like Big Boost Marketing) can handle the logistics… from
scheduling the Youtube video, blog post, and email newsletter to ~40 social media updates around each video.
List Of Equipment We’re Using
Given the quality of modern smartphone cameras, you really just need a couple of basics to record quality video.
- Camera: iPhone and sometimes our Canon Digital Rebel Ti5 — but your smartphone is perfectly fine, your really don’t need a dSLR camera!!!
- Tripod: For heavier DSLR cameras, you’ll need a sturdy tripod like the Manfrotto — while for smartphone cameras you can go with any cheap tripod with the Joby Grip Tight Mount smartphone holder (fits most smartphones), or for portable applications use the Joby Gorilla Tripod.
- If you’re using an iPad tablet to record videos, you’ll need an iPad tablet tripod mount. There’s hundreds on Amazon, this one seems to have good reviews (we haven’t tried any ipad tripod mounts).
- Mic: Big fan of the Vidpro Lavalier Condensor Mic to keep things simple, but there’s tons of other wired lavalier mics like the PoP Voice or the PowerDeWise. If you’re using your iphone with lightning port, you also need this Lightning to 3.5 mm Headphone Jack Adapter (only buy from Apple… the adapters from other vendors frequently don’t work). I don’t like expensive wireless lavalier mics, shotgun mics etc
- Lighting: You don’t need additional lighting if you shoot near a window with natural light, or are in a well-lit room. But I am a big fan of the Neewer LCD lighting. Simply remember the one rule: camera should always be positioned between the light source and you (don’t shoot with the sun in your background LOL).
- Finally, if you need a teleprompter, I recommend the ProPrompter Studio (for iOS devices like your iphone and ipad)
Download Our Essential Video Formula
Be sure to download our Essential Video Formula, so you know exactly what to include in your videos, in the right order.
So if you enjoyed this content and you want more of it, make sure you go ahead and…
- Join our free Facebook Group (Predictable Patient Flow)
- If you would like to connect with our team, save your slot for a complimentary strategy session
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