Most business owners, entrepreneurs, and marketers have a pulse on those around them who are producing content. When one of those businesses or brands starts to scale their content it may be leaving you with the question of, “How?” That’s the wrong question to be asking. The question that you should be pondering is, “What did they have to change in their business that allowed them to make this move?”
Whether you’re already in ‘the thick of it’ and producing content or you’ve flirted with the idea for long enough, here’s some of the key pieces to the puzzle of how to create content for your business.
We often times talk with two types of people:
Regardless of which of these you fall into the steps are typically the same.
Step 1: Start blocking off time in your calendar to create content.
You will need to block of 3 separate times that can’t be on the same day and more than likely won’t be in the same week.
Time Block 1: Content Planning (1 to 2 hours)
Time Block 2: Shooting your Content (2-3 hours)
Time Block 3: Editing and Scheduling Content (3-4 hours)
You might be telling yourself that there is no way that I need that much time to make content! The truth is , you probably won’t be producing content that entire time. What you will be doing is learning a lot about yourself, how well you know your brand, diving into the psychology of your audience, refining your messaging, and producing a little bit of content.
When you’re first starting to take a serious look at your content you’ll find it slightly overwhelming and that each piece of content seems to take you an hour or so to make. That’s completely normal! What’s not normal, is thinking that this is how it will always be. What you need is a more structured path to create content, so it doesn’t seem like you’re starting from scratch every single time.
Pick one type of content to create and build on top of it.
Let’s take us for example! Here at The Makery Company we prefer to start with writing blog posts. It’s the best form of content the gets our wheels churning and the ideas flowing. We don’t always know what the topic of the blog is going to be when we start, and that’s ok, but we use it as a rough draft to refine our ideas. Not every piece of content is going to be what you want it the first time.
We will write out a blog post, which is 1 piece of content. However, this piece of content serves as the foundation for so many more! We will create a YouTube video from this blog that utilizes all of the content. We already flushed out the key points for the video so, it frees our minds while we are filming to add the small anecdotes that give extra value to consuming the content on a different platform. From that YouTube video we will edit key clips into Instagram Reels and YouTube Shorts.
Our team will also comb through this blog and take snippets of copy to create Thread posts, captions, graphics, and carousels.
Within each to these pieces of content we create a structure, so the creative process doesn’t take forever. We will create a template in Canva for Instagram carousels, we will save templates in Premiere Pro for our YouTube videos, and we will create a simple structure for everything in between.
While you’re not going to want to hear this, you will have to go through the same process everyone else has to create content. Now, you can learn your lessons a little faster and progress through these phases sooner, but you still need to build the systems your business will need to produce content.
Here at The Makery Company we always remind ourselves that we need to create systems and processes that will allow others to understand it and utilize it. Otherwise we spend the time that we could be using our creative superpowers for boring business stuff 😉
If you’re the business owner, the marketer, or entrepreneur you will be hiring someone outside of your business or inside your business to fill your shoes in one of these content roles. Every client we have worked with has their own system for creating content that fits their brand. So if you’re thinking that maybe you can just borrow someone else’s systems .. you might be able to. We have always been able to adapt to pieces of strategies or systems and work them in to our workflow, but never the whole thing.
As you start producing social media content you will find that you will need to make tweaks to it. Why? You are producing ‘social media content’. People are going to be interacting with your content and that will have a bearing on how you continue to produce content in the future.
Rest assured, we will tell you the same thing we tell our clients. The amount of content that you are producing right now will be dwarfed by what you’ll be able to crank out in a few months. You will become more confident in talking about your business, you won’t have to many ‘bad takes’, and your brain will start to find its groove of how its comes up with more creative ideas for content.
What you will come to realize during this process is that in order for your content to grow and evolve, so does your business. This isn’t just from a time perspective, but every area of your business.
Here’s an example:
You want to start posting more consistently to Instagram. So you take our advice and start scheduling dedicated time for each block of the content creation process. You begin to realize that you need to become more efficient with you time. This makes you implement better scheduling habits and maybe use different softwares. Instead of looking at the here and now to create content you start seeing it’s a long game, not just a daily sprint.
You begin to relax on feeling the urge to post every day because you have a plan in place. While implementing this plan you begin to gain confidence in your business because you’re making ‘progress’. Finally your just not working on your clients or customers work anymore. You have a new outlook on how you want your business to look. Then eventually you find yourself looking to hire. Maybe its someone to help you create content or maybe it’s someone to help you in another area of your business so you can dedicate more time to growing the business.
Creating content should just be for vanity metrics that make your brand ‘look professional’, it should build you business and generate income. Not in the immediate future probably, but over time it allows you to reach new levels in your business that you couldn’t have without the content.