How To Multiply The Value Of Your Content with Jay Baer

Tim: Welcome to ConversionCast, the only podcast that gets to the heart of the metrics. Now here’s another data driven case study.

Hey fellow marketer. Thanks for joining me today. Today’s guest is going to share a really simple strategy for getting more out of the content you’re already creating without spending more time doing so. You can see a detailed breakdown of how this works by visiting ConversionCast.com/JayDownload. That’s ConversionCast.com/JayDownload.

With a that said, today’s guest is Jay Baer and introducing him is difficult because it’s really a matter of where to start. To simplify it thought Jay is the author of Utility, one of the best books on content marketing out there today. He’s the founder of Convince and Convert an agency that helps major companies with their social media efforts and he’s a four-time New York Times bestselling author, say that five times fast. So much of his success comes down to the fact that he’s been able to get his content to work for him. Today, he’s going to share one strategy that didn’t require more time or energy from him but produced tons of traffic and lots of engagement. Don’t forget to download the breakdown of this episode by going to ConversionCast.com/JayDownload and then listen on. I’m Tim Page, the conversion educator here at LeadPages, this is ConversionCast and here is Jay Baer from Convince and Convert.

Hey Jay, thanks so much for coming on the show, I appreciate having you here today?

Jay: Tim 100% my pleasure. Thank you for having me.

Tim: Awesome. So let’s go ahead and dive right in. Today we’re going to talk about a kind of unique tactic that you’ve been implementing in your business and I would love to hear the results that you’ve been able to get from what we’re going to talk about today.

Jay: You bet. So we have had a blog for seven years and a podcast for three years and books and speaking engagements and all kinds of other assets. But what we tried to do this year was take kind of what I know and what I do and atomize it, give it the smallest amount of real estate. So you do this the same kind of idea here with a short show. So I started a series of videos called Jay Today where I shoot a three-minute video, three days a week about social media, about business, about life, about marketing. I put that video in seven different places so iTunes video, iTunes audio, Medium, LinkedIn, My Blog, a special website that we have, YouTube and Facebook. So one piece of content in seven places and now that little daily video is generating thousands and thousands of overall impressions on a daily basis and lots and lots of email subscribers , which then turn into other valued asset for our business.

Tim: I love it. So you’ve taken one you know, one piece of content that three minutes long. You take that and you send it out you know, through a whole bunch of different content. You syndicate it yourself through a bunch of different mediums and that has been really the main thing that’s gotten you all these results.

Jay: Yeah. I mean if we took the video, what most people do is say hey I’m going to make a video, I’m going to put it on YouTube well that’s fine but Facebook is now pushing almost as many video impressions as YouTube so she put it on Facebook. We transcribe every single video using a service called Speech Pad where it’s approximately a dollar a minute so we have a written transcript of the video. That becomes a blogpost. It also becomes a blogpost on LinkedIn. It also becomes a blogpost on medium, etc., etc., etc. So if we have a piece of content, if we’ve gone to the trouble to make the thing take that thing and repackage it, reconstitute it, and put it in as many places as possible, chum the informational waters as broadly as possible.

Tim: I love that, I love that and we’ll talk about kind of some specifics of what you’ve done and how you’ve done this, but I’d love to hear just briefly in your own words you know, kind of who you are and you know, what people will glean out of getting to know you.

Jay: I am business and marketing consultant. I’ve been in online marketing since 1993. I’m  New York Times bestselling author of four books and my consulting firm Convince and Convert works with some of the biggest brands in the world on social media and content marketing. We’ve worked with 30+ fortune 500 companies. Our clients include or have included Nike, Oracle, All State, Hardees, brands like that. So we’re very involved in the content and social media and digital marketing world on a day-to-day basis.

Tim: That’s great, awesome. Perfect summation. Okay. So can you kind of go through your process, how is it that you create these videos? Because I know one thing that people will ask me is how do I create content? How do I come up with a valuable content even if it’s just for three minutes? I’m constantly being asked like I don’t know how to create even three minutes of content. So kind of how do you come up with the content for these videos and then what do you do from there?

Jay: Yeah. We have a whole system that we put together because I travel a ton. I did 45 weeks in 2014 on the road giving speeches and so we had to set up a system where I could do this on the fly and make it work. So what that requires is to always be thinking content right? always be thinking content and so I just keep a little note pad on my phone. Anytime I see  something or come upon an idea like you know what that would be an interesting video, I just write myself a three or five-word headline and I keep a list. So if it’s just I got annoyed by a rental car situation on the road and I can talk about that or if I see some news release that’s interesting or talk about that or Facebook announces something that boggles mind I can talk about that. So whatever I think is interesting I’ll jot down a few words and then after a couple of days I’ll see what I have and I’ll shoot an episode of the one that I like the best.

Tim: And when you shoot this episode, are you just going off the cuff or do you kind of prepare things? I know you’ve got these ideas but do you kind of prepare you know, outlines or anything before you get into it?

Jay: I’m kind of a freak. So no. I just turn on the camera and talk into it one take and upload it.

Tim: Nice.

Jay: I don’t have any notes, I don’t have any prep. I don’t have any outline. What I have is that three to five-word headline and I just riff from there. So the way I shoot it is I take my iPhone. I have an app called MoviePro. There’s a lot of different movie apps but that’s the one I prefer. I have a small like ten inch tripod and I have an external mic that’s called the Mikee , which is run by the same guys that make the Yeti and the Snowball Mic. I just do it that way and then I take it. Once it’s done and I upload it a video editing online video editing company that is a sponsor of the show called Candideo. Candideo is in INdianopolis and they take the show, edit it, put graphics on top of it, put it in the music, put in the intros, acknowledge the other sponsors I have for their show. You know, package it all up and they turn that around overnight. And then my team takes it and transcribes it, puts it on YouTube, Facebook, iTunes, etc.

Tim: Awesome. Okay so really you’ve outsourced all of the extra stuff to your team and to this company and just made it so that you create the content you send it out and it’s done and ready to go.

Jay: I talk into the camera three minutes three times a week and everything else happens.

Tim: [Laughs] I love that and are there any you know, kind of anything that you would say if somebody is listening to this and they want to go do this, you know, what’s important for them to know or remember as they’re going to do it?

Jay: 100% Tim and it’s not just about this. it’s about any kind of content creation. Right? So if you feel like you should be creating content and ladies and gentlemen you should, you have expertise about something otherwise you wouldn’t be thinking about that to begin with. And one of the challenges I find for people who are experts in something who want to create content is that they say well geez I could do the video editing myself. It’s not that hard or I can put it on Facebook myself it’s not that hard. Or I could write the blogpost myself it’s not that hard. You’re right it’s not that hard.

But you have to figure out what is your time worth? You need to spend your time on the things that you are uniquely qualified to do. If you are not uniquely qualified to do those things every minute that you spend doing those things is costing you and your business in the long run. Outsourcing is the key right? It’s not about whether you can do it. It’s about whether you should do it. we have a principle in my company where every year we find a way to replace 15% of my time. So we analyze what I spend my time on and we find 15% of the time that I spend that somebody else could do. So over time you get to a situation wher e I’m only doing the things that only I can do like shoot the actual video.

Tim: I love that idea of figuring out what things that other people could do better and that are even if they couldn’t be doing it better if they could be doing it just as well or in a way that just takes that off of your plate that’s an awesome kind of additional topic. So as simple as it is, that’s a great way to go and I just want to say thank you so much for being o the show and sharing this with us. We really appreciate it.

Jay: You bet. You can find all those videos at JayToday.TV.

Tim: Thanks Jay. We’ll talk soon.

Jay: See you man, take care.

Tim:

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