Note: This transcript was auto generated then some poor soul sat and listened to it, and followed through correcting any mistakes they spotted. Please however expect human error and shout if you spot an issue. Email: lee [fancy curly symbol] trailblazer.fm.
Verbatim text
Lee Matthew Jackson:
Welcome to episode number 120 of the Agency Trailblazer podcast. On today’s show, we’ll be talking with Amy Woods, a fellow youpreneur and roundtabler, who will be talking all about content repurposing.
Guys, this is brilliant. She’s full of fascinating and really easy to action ideas. So sit back, relax, repurpose that chair into a bed and enjoy the ride.
This podcast is brought to you by the Agency Trailblazer community. Is agency life stressing you out? Then it is our mission to help you build an agency that you love. We’ve created a community which includes the Agency Reset Roadmap that will allow you to get your agency back on the right track. We also have lots of noble, straight to the point, easy to consume workshops. We have a thriving community of other agency owners. And we all wrap up every month with a mastermind call with myself and sometimes a special guest where we unpack your questions.
For more details, check out agencytrailblazer.com.
Lee Matthew Jackson:
Welcome to another conversation with me, your illustrious host, Mr. Lee Matthew Jackson Jackson. And today we have on the show, Amy Woods from Content 10X. Amy, how are you today?
Amy:
I’m really good, thank you. How are you?
Lee Matthew Jackson:
I’m tip top and champion, to be honest, Amy. Now, I’m imagining listeners right now are just blown away by our insane Canadian accents.
Amy:
Yeah, eh? Eh?
Lee Matthew Jackson:
So, listeners, if you don’t know what I’m talking about, me and Amy are actually both from Canada, but you would never know. We’ve both lived in this country for way too long. We love, well, I presume you love tea, Amy. Do you love tea?
Amy:
I love tea, yeah.
Lee Matthew Jackson:
Would you consider yourself as British as the Queen?
Amy:
Actually, probably more British, isn’t she German? I am, I would say that I’m quite a proud Brit, but at the same time, I love the fact that I’ve got this Canadian aspect to my heritage. And also, I love travelling so much as well. So, I’m a proud Brit that loves a lot of different places as well.
Lee Matthew Jackson:
I hear what you mean. You’re a proud Brit that likes to travel.
Amy:
Yeah, definitely.
Lee Matthew Jackson:
So, you get a little bit tearful when the national anthem comes on or, you know, there’s a documentary on the Queen. But then you like to go to Florida.
Amy:
Definitely. Yeah, I love to think about one day moving, like we were saying before, moving to Florida, maybe having a couple of months a year there, a couple of months somewhere else. But yeah, I think the UK is probably always home, isn’t it?
Lee Matthew Jackson:
Yeah, I think so. I mean, when I was 18, well, you know, I was convinced I was going to move to Canada and set up my life there. But I also had already then met my future wife and she had family here and everything. I’m 35 now. I’ve not yet achieved this dream of living in Canada.
Amy:
No, you’re not too old, mate.
Lee Matthew Jackson: That’s true. I feel like I’m older than you, though.
Amy:
You’re not. I’m 30. I’m 37 in March.
Lee Matthew Jackson:
That is ridiculous. You’re not allowed to look so young. That should be a crime. When I was in social media marketing world last year, I got asked for ID.
Amy:
Did you?
Lee Matthew Jackson:
Yeah. That’s all right. But you have to be 21. I could just imagine people listening when I just said that saying, oh, Lee Matthew Jackson, smooth. I did, though. I got asked for identification and the person was probably about 21. I was thinking, really? I couldn’t be a mum, but not far off. Or not quite, but it was funny.
Amy:
In the States, they ask you for ID even if you are clearly 105 and about to keel over. And I like that because it makes me feel like I’m young.
Lee Matthew Jackson:
I know. You used to be really offended when you were younger, didn’t you? How dare you? I’m 19. But now it’s like, really hard.
Amy:
I don’t know. They’ve never asked me ID from when I was 14.
Lee Matthew Jackson:
Really? I had stubble when I was 14 and I was losing my hair by the time I was 17 and 18. So I’ve always looked like an old man.
Amy:
I’m quite the opposite, actually. I’ve always looked quite young.
Lee Matthew Jackson:
Yeah. I’ve always been underestimated because I’ve always looked like very young.
Amy:
Youthful.
Lee Matthew Jackson:
Youthful. Well, folks, me and Amy met at the Youpreneur Summit. And we have since joined forces on Chris Ducker’s Roundtable. So we’re going to be working closely together over the next 12 months, which is super, super exciting. And I’ve been learning a lot about Amy, obviously, through the calls that we’re having, but also through the amazing podcast that she has.
So let me just make a plug before we carry on. And you’ve got to check out the Content 10X podcast. Go over to content10x.com. You can find all of the details there. And I have binged on all of her podcasts all about content repurposing. So definitely get that on your iTunes subscription list.
And we’re going to do a deep dive later on with Amy on content repurposing, what it even is, why it’s beneficial, and then hopefully some top tips as well so that you can start repurposing some of the content that you’ve either created or you’re about to create. But before we do all that, Amy, I would really love it if you could just jump on your TARDIS, your time machine, whatever you have to hand. And can you just kind of take us right back to pre-Content 10X and what your journey was to forming your content agency?
Amy:
Yeah, I can. So going right back. So I graduated from Manchester Business School a while ago now. We’re just talking about our age. And so I worked at Manchester, Greater Manchester Police for a short while in a kind of civilian role, saving money to go travelling and then spent a year travelling, well, working in Sydney, travelling around Asia, places like that, which was really, really cool.
And then that came to an end and had to get a real job and get back to reality again and embarked upon a career as a management consultant. And what I guess…
Lee Matthew Jackson:
Sounds exciting.
Amy:
Yeah, well, initially it was kind of a two-year thing and it turned into 13 years. So I worked for the same company for 13 years, which was a kind of a big global consulting firm. And it was brilliant. It was absolutely great. And I got to work with the biggest and most successful companies in the world and involved quite a lot of travel, which at the time was fine. I mean, it was relentless at times, but it was good.
And my expertise was in change management. So I worked on a lot of big mergers and acquisitions and a lot of that was in the banking industry. But I also got to work with Microsoft. So I was working out in Seattle when they were planning a big merger with someone that actually didn’t go ahead. And yeah, and the government as well. So I’ve worked with the UK government and lots of… It was great. It was really, really good.
But I had children. So travel became a burden and something that I didn’t really want to do then. So I felt like I couldn’t be the… I wanted to be the best parent I could be and I wanted to be the best management consultant that I could be. But that was hard. That was really, really hard.
Then actually, I became ill. So I had to have quite a few different operations. I had to have quite a bit of time on work. I nearly died. There was literally a point where I was told that if they didn’t operate on me, I would die within about five or six hours. So it was really challenging.
But what happened was it pulled me off the hamster wheel. So I didn’t get much thinking space. But having to have that time off in the recovery, I reflected a lot and decided that I wanted to leave that career behind. And I re-skilled. So kind of when I was recovering. But I learned about building websites, learned about digital marketing. I set up a mastermind group to learn from other people and transitioned from corporate into setting up my own business.
But that wasn’t actually Content 10X. So the business that I set up was initially a bit more focused on the business side that I knew, consulting, but more on an online basis. And I built an online course. And I was putting out lots of content and started to repurpose the content. So I found that I was always kind of wondering about what I should do. What should I do on Facebook? What should I do on Instagram? And I should really have a blog and a video and this and that. And I built this little kind of ecosystem myself of repurposing content.
And I then felt like, right, there’s an opportunity here because I’ve hired different people to help me, like a graphics person and transcription and things like that. And not everyone has the time to do that. So maybe I could offer a service where people come to me and then I repurpose all of their content. So I kind of pivoted my business.
And then I guess where I am today. So I’ve got, we offer repurposing services to our clients, podcasters, bloggers, videos. I have my podcast that you just mentioned as well. So I’m creating my own content, trying to build up, you know, my personal brand and all of that. And it’s up there in one of my most favorite podcasts just simply because you do nice. Short, easy to consume, no BS podcast, just straight to the point. So I’m not just saying that to be kind. I actually did binge on the whole lot and I look forward to the next episodes.
Amy:
Oh, thank you. Well, that’s the thing you see. So I guess I’m aiming at people who are very busy and, you know, probably do just want that short kind of bite-sized tips. And the whole thing about it, like you said, is I just want people to come away with something, just something to do, something that you can do, something actionable, some tips. So, yeah. So I guess, yeah, that’s where I am. So I have a team of people that I’m trying to grow and got brilliant clients, you know, really pleased, really varied from different countries and different kind of industries and things like that. And we just love what we do, repurposing, turning podcasts into blogs and videos and graphics and infographics and things like that. It’s really cool.
So, yeah. And here I am. So it’s quite a long journey, really.
Lee Matthew Jackson:
It’s an incredibly dramatic journey as well. It is. Being told you are going to die in five hours unless we operate on you. I mean, we’re getting a little bit personal, but, like, what was your initial thought? I mean, was it just like a split-second yes? What went through your mind at the time?
Amy:
It was funny because I had gone into hospital in an ambulance and, you know, I guess they gave me a lot of morphine and things like that. But when they said that and they went through what they were going to do, they were bringing in this surgeon who was at home. And they paged him and he was coming in and they said that what they were going to do. And they kind of said, you know, hopefully, you know, it will go okay. And what there might be these other, you know, longer-term effects and stuff like that. And then they said, have you got any questions?
And the only question I asked was, we have got a ski holiday in January. Do you think I’m going to be able to go on it? That’s the only question I asked him. And my husband was like, what, like, she’s laying there, like, practically on a deathbed. And the only thing she can think of is, am I still going to be able to go on a ski holiday? But no, it was really scary.
Lee Matthew Jackson:
That’s positive attitude, though.
Amy:
No, I mean, it was not a nice experience at all. But in a way, I wouldn’t be, I don’t think I’d be doing what I’m doing today if that hadn’t happened to me. Because, like I said, it kind of, it made me stop and pause. And it made me think a lot. And it gave me time as well. So I wouldn’t, you know, it wasn’t exactly nice, especially for my family as well. But, you know, turn it to a positive, really. That’s what I’ve done, turned it to a positive.
Lee Matthew Jackson:
That’s really good. The idea of just constantly working all the time and then realizing that you’ve got five hours to live, I think, is definitely a wake-up call. You were saying earlier, weren’t you, about balancing family life. You wanted to be the best in your job, but also you want to be the best mom. You want to be the best wife. It’s really difficult to try and fit all those things in. And I think work really does take over. It’s something that took over for me, especially, you know, two years ago. I was still working 18, 20-hour days, and I still have to, you know, do some extra hours here or there. And I hate it when I have to do it because I actually want to play Minecraft with my daughter or I want to go for a walk or, you know, I want to just do stuff with the family.
So I’m totally with you about creating an agency or creating a business that really helps facilitate a bit, you know, the work-life balance, if that’s a phrase that you can use. I mean, I guess secretly it’s not work for you. As in repurposing, do you enjoy it that much that you kind of like you could repurpose all day and the day’s just gone like that?
Amy:
Yeah, I do absolutely love what we do. When I think about my corporate career towards the end of it, I guess I was getting a little bit bitter towards what we were doing. Because we were working with, you know, big banks and things like that. And yes, we were helping them bring in an extra $10 million this year or save whatever, you know, millions and millions. But it was helping the big corporations get richer. And, you know, there’s not, I wasn’t getting an awful lot of satisfaction from, you know, from all of that.
But then what I do now, I get loads of satisfaction from. So I’m not working with giant corporates. I’m working with smaller businesses and entrepreneurs. And it’s not, it’s transformative changes, you know, it’s really, really helping them. And I do enjoy that. And also, I’m just, I’m quite a creative person and I’m getting to be very creative now. And I’m enjoying that. So, yeah, it’s like work-life balance. Maybe it’s kind of work-life integration, really. Like it’s trying to integrate them both together in a way that you feel like you’re not neglecting either. And you’re getting the most out of both, isn’t it? And I guess that’s what we strive for.
Lee Matthew Jackson:
That’s a really good phrase. Never heard of that work-life integration. I mean, I’ve never been a fan of work-life balance because like I enjoy my work. It is a part of my life and my family are also a great part of my life. So it’s trying to, I think a work-life integration sounds perfect and being able to travel and work and have that sort of business.
So you said that you took some time to start to upskill or to change your skill set, which is quite a scary thing to do. You’ve been in a particular industry for many years. It’s all you’ve known. How did you start to get your first clients?
Amy:
Well, actually, so with Content 10X, it came through being a part of Crystal Cajupiner, actually.
Lee Matthew Jackson:
All right. We’re both members, aren’t we?
Amy:
That’s right. I was, I went to a mastermind session with Crisp and there was six of us there. Really good group of people, Mike Morrison and Matt Eldridge, who we both know, and other great, great people. And I, at that time, was presenting my idea, really. So it was just an idea and I’d been kind of trialing it and practicing it and working out what to do and how the business would work. And from that, I made a really good, you know, connections. And I started working with Mike and people like that, but more kind of trialing it through with them, refining the service.
And then within Youpreneur, I think I went on a call. He does the kind of live webinar type masterminds on some of the crystals, doesn’t he? And I was just asking him there and then someone immediately pinged me and was like, I need this service. So I was like, wow, okay, I think this is my first client. So it wasn’t through, you know, you think I might say Facebook ads or Instagram followings or something like that. But actually, no, it was just through the community, being part of the community. And it’s kind of grown a bit from that. So clients have then told other clients, you know, other people. So it’s then become more word of mouth.
So I haven’t actually embarked on lots of marketing. I’ve just been finding people, working with them, you know, doing the best job that we can. They’ve been happy. And then they’ve been telling other people, really. So that’s how it’s worked so far.
Lee Matthew Jackson:
It’s a brilliant way, I think, to grow your business. I mean, it’s a kind of a form of networking, isn’t it? You’re joining a community. You’re getting to know people. And as you’re contributing to that community, people are attracted to you, to your message, to your energy, and also to your messaging, like the things you are saying. And that resonated with someone. I need that. And then before you know it, it starts to snowball.
I mean, my business absolutely skyrocketed the moment I started getting involved in Facebook groups, for example. I mean, it wasn’t quite Youpreneur at the time, but I was able to make connections I would never have dreamt of. And also, there used to be this service called Blab. So I used to do loads of live streaming on Blab and met loads of other people on there as well. And I’ve just created this wide global network. So I’m a massive believer in communities.
Folks, Youpreneur, you can join that over on youpreneur.com. I’m in there. Amy’s in there. Mike Morrison’s even in there. He’s a great guy. You’ve got to check his podcast as well. He’s up there on my favorite podcast in the entire planet to listen to. You can check those guys out over on themembershipguys.com. I think it is from memory. Although we will put the actual link in the show notes because that was a complete and utter guess.
So, well, let’s talk about repurposing in general because it’s a phrase that we’ve heard. Could you – let’s do it kind of as if you were advising me. I’m going to be cheeky and get some free consultancy out of you because you’re on the podcast.
Amy:
Yeah.
Lee Matthew Jackson:
And I have my podcast. I put it live every single Monday at 12 p.m. It’s a recording right now with you and me. The MP3s are sent to me in my inbox and ready for processing. Other than uploading it to my website and to my third-party podcast host company, and I maybe tweet it out a couple of times saying, hey, don’t forget there was a podcast episode. What could I actually be doing? Because I imagine I am missing so much opportunity.
Amy:
Well, so do you write a blog post or, you know, a write-up based on the podcast episode?
Lee Matthew Jackson:
No. And I wish I’ve been doing that because that would have at least been 118 blogs. And it was on your podcast just last week when I was listening to it where you said that. And I was like, damn it.
Amy:
Yeah, I mean, writing, say, interview-style podcasts like your podcast, you can write, you know, so you have options of, you know, show notes. So, you know, the timestamps are generally, you know, just kind of show noting through kind of bullet points in the discussion points, the key points. Or, you know, a more kind of journalistic write-up of the interview. And that we do both, like, and I actually think kind of more of a journalistic write-up of the interview and the key points covered and what was learned and things like that.
Now, that’s great because if you turn in the audio into written, then you’re going to get found more on the Google searches, on the search engines and things like that, especially, you know, thinking about kind of the keywords and things like that. So, you can put the blog post onto your site. But then, of course, there are other places that you can put your written article as well, like through over on LinkedIn, you could put the same write-up as an article. Or that you can break it down into other states, medium, you know, other places, wherever, maybe guest posts, things like that. But there’s other places as well as your site. But I think going to written is a really good thing to do.
And then, so on your website, so you said that it goes out and then I presume, like, the podcast episode, like, the podcast player goes onto your site, doesn’t it?
Lee Matthew Jackson:
Yeah, that’s right. You know, you have seen it there, yeah.
Amy:
So, you could put the blog post there. So, another thing you can do is take short little snippets of your podcast. It’s like a, you know, a funny, engaging, interesting 15, 20-second clip. And then, share those clips on social media. They’re really good on Instagram. Like, what you can do is you can create an image and then have kind of an animated, we put, like, an animated audio wave over. And then people hit play and they’ll just hear, you know, just hear that great clip, like, really great clip from your podcast episode.
Lee Matthew Jackson:
Like, one little segment, like, 20 seconds long, someone making an amazing point.
Amy:
Yeah, exactly. Yeah, an amazing point. Or, you know, just something funny. Like, maybe just, like, a really funny clip or something like that. I always think it either should be, you know, a good tip or a good point where people think, ah, or just where it’s social media. So, otherwise, where people just think that’s funny. Like, that sounds like it would be a fun conversation to listen to. And they’ll come over and listen to the whole one.
So, creating little clips like that, you can put them on. So, Instagram is great. You can do them in Instagram stories as well. So, you know, on the day that you go live with your podcast, if you, on Instagram stories, shared a few clips with an image that said, you know, the name of the podcast, maybe an image of your guest, you know, episode, whatever, now live. And people are going through their Instagram stories and then they heard, again, like, you know, just heard an interesting clip. It entices them to, you know, pretend, you know, think it sounds good, go over and listen to the whole episode.
So, definitely think turning your whole audio into little teasers is a good idea. And then another thing on that is creating a video, like a longer video, like maybe a three minute, two to three minute video where you take maybe either a longer clip, like, so a really good tip, really good piece of advice, or again, just entertaining clip. So, we’ll take three or four clips and put them together to create a three minute trailer, two or three minute trailer. So, that’s something that we do, that we put onto YouTube. So, we change the images with each, as each audio changes, we’ll change the image on screen, maybe just pull a quote from it, something like that.
But that’s a really good thing to do, because, you know, you can put that onto YouTube, put it onto Facebook. So, we’ll put that onto Facebook and burn some captions on to it as well, so that people can see that on Facebook. And it’s just breaking it down, you know, just breaking it down and teasing people to go over and listen to the whole podcast episode. And I always advise to just put that call to action. You know, this was taken from episode 15 of the Trailblaze podcast, if you want to listen to the whole one go here.
So, I really recommend that. And if you’re on YouTube, you know, again, it’s about search engines and being found, isn’t it? So, you’re more likely to get found on Google and YouTube because they’re owned by, you know, YouTube’s owned by Google. So, yeah. So, that works really well. I mean, one of our clients, she gets hundreds and hundreds of people who look at her YouTube trailers and then come over to her website from YouTube every week.
Lee Matthew Jackson:
Do you do anything to podcast a video?
Amy:
Well, I did use repurpose.io twice. The problem is, and I think you described it quite well, the problem with something like repurpose.io, which is nice, is all it is, is one picture with a moving wave. The picture maybe isn’t even very exciting. And most people aren’t going to sit and watch a YouTube video for 50 minutes. I think what you were talking about, about having maybe a three-minute snippet. So, for example, I could actually cut out from this podcast the three or four minutes where you just did a bit of a deep dive on repurposing for us there. And I could put that on as the trailer, couldn’t I? And I think you were saying that you will change the graphics. So, maybe as I start talking now, a different graphic would come on. And then when you start saying something, you might put a quote on from what you’ve said just to keep that as a three-minute engaging, interesting trailer of which they can then go ahead and listen to the full thing. Is that right?
Amy:
Yeah, that’s exactly what we do. So, we either select a full three minutes, like a just really great three-minute segment. And like you said, and we would change the image. It wouldn’t just be like a static image for three minutes. So, again, a static image for 50 minutes or something on YouTube. I’m not massively convinced. I think maybe it’s better than nothing. But at the same time, I think if you can do better, it’s better to do that.
But then the other thing that we do is we’ll take maybe three or four really good, like, say, 30-second clips. But then we bring them together and the image changes with each one. It’s just like a movie trailer, I suppose. You could actually put it out before your podcast as well as after. Because if you put it out before, it’s kind of saying, you know, here’s a sneaky peek look at what we are going to, what’s going to go live on Monday. You know, so it can kind of build almost, it’s almost a launch of your podcast where you’re, you know, promoting it before it goes live or doing it after.
But, yeah, Repurpose.io, they will, you can also send it to YouTube and to Facebook, can’t you? So, you can do either. But we burn captions on as well because I just think that it’s not as important on YouTube because, of course, people go to YouTube to watch videos. But then on Facebook, people, stats are something like 85% of people have videos are muted on Facebook. So, if you put the captions on, that’s quite good.
Of course, as well, another option is to record yourself. So, actually, you know, well, because you do guest interviews, I don’t know if you’ve done this before, but, you know, where you actually do put your both on camera and record the interview as a video.
Lee Matthew Jackson:
Yeah.
Amy:
Video interview. Have you ever done that before?
Lee Matthew Jackson:
I’ve done it at times. But the problem I have is not all our guests and listeners probably don’t realize this, but some of our guests tend to not be very well spoken. And they go, um, uh, and they take a really long time. So, what we do is we spend, like, hours snipping all of that out and shortening out all the pauses so that they sound amazing. But if we have a video version, some of those videos would be quite long-winded and a little bit boring because, sadly, the guest isn’t very well spoken. So, I’ve tended to avoid doing video so that we can just take the audio afterwards and make the guest sound amazing.
Thankfully, we’re not going to have a lot of work with you because you are very well spoken and you’re going straight for it. But I had a guest. I’m not going to name any names, but a few weeks ago we had a guest and they kept doing this. And, you know, so, and I was like, oh, my giddy, aren’t this going to be so much work. They sound amazing now. But could you imagine all the jump cuts you’d need to do on a YouTube video? Or if you just put it up straight as it was, people would be like, oh, no, who is this person?
Amy:
Oh, yeah, no, that wouldn’t work, would it? I suppose if you did do that where you videoed it, what you could do is you could just take a snippet, couldn’t you? So, video the whole thing, then you’re going to extract the audio and spend hours doing all of that. But then maybe there would be a, you know, a good three-minute section or something like that where you could, where you’d have a video of you both on camera. I think if you are doing people who do solo podcast episodes, they, if they record themselves on camera, you know, they’re more in control then because they’re looking at the camera and they can, they can just also take maybe a segment.
So, this week on my podcast, I’ve got Colin Gray, the podcast host, I’m sure.
Lee Matthew Jackson:
Scottish, Mr. Colin Gray.
Amy:
He’s got such a nice accent, hasn’t he?
Lee Matthew Jackson:
He has, hasn’t he? I was listening to him back in.
Amy:
And he’s also the nicest guy in the world.
Lee Matthew Jackson:
He is. And I think he just, he’s made for, like, he’s so smooth, like, on podcasts and radio and things like that. He’s just got a voice for radio, hasn’t he? But he was telling me.
Lee Matthew Jackson:
Are you saying he’s ugly?
Amy:
No, no, I just thought when you say that, someone’s got a face for radio, that’s what you’re saying, isn’t it? But I just mean he’s got a voice for radio. He’s got a voice for radio. But he, he was saying, so when he does solo shows, he films himself. And he said that he’s, he’s so used to introducing different sections of his podcast. So he would be aware that he’s going to take a, say, three minute section in the middle. And he’d know what section he’s going to take. So when he was getting to that section, he would kind of, even though it’s within the flow of the video and the podcast, he’d do a little reintroduction. And he’d say, you know, so I’m going to answer this question and it kind of changed flow a little bit because he’s going to take that as a video. And then he’d carry on back with the kind of, you know, the ending and all that kind of stuff. And I thought that sounded really good that he kind of planned it out in that way, introduced the start, middle and the end. So he could actually take out the start, middle and the end. So he’d be purposeful in advance rather than kind of just being reactive after the fact.
Amy:
Yeah, exactly. So that sounded, that sounded really good. And if you do video record your podcast episodes, I know it’s not, well, not for you because you’re not doing solo shows looking in the camera, but people who do do that, you can then take little snippets even further. So you can take, you know, 15 second snippets for Instagram stories and like 20, 30 second, like snippets for Instagram posts, Facebook posts and things like that. So that’s good. And when we do that, we kind of top and tail it with branding, like put the podcast name at the top and put the URL at the bottom and things like that and just try and make it look really good, especially for Instagram.
So that’s something that you can do if you video in your podcast. And then, you know, another thing is taking key quotes from the podcast or key points made and creating visuals, just visuals to share across social. Is that, I think you said, do you do that? You mentioned that you did that, I think.
Lee Matthew Jackson:
I know, like quite literally, and if people listen to episode 100, they’ll have heard me kind of moaning a little bit about myself where I wasn’t really being very, the podcast has just really been a labor of love. And I want to help as many people as possible, but I haven’t been very purposeful. All I’ve been doing is simply getting it all uploaded and then sharing it maybe once or twice a week. And we just share it with the standard podcast artwork that we create for each episode. So we don’t even pull clips out of it or anything. So again, we’re looking at trying to be really purposeful to try and get as many eyeballs and, you know, on the content or as many ears listening or as many people driven to the YouTube channel. Because we actually have multiple different sources of content that we really want to drive people to.
Because this year it’s all about helping agencies love their agency again. And I want to, you know, I want to attract people to that so that we can monetize and offer more value to people through even better guests on the podcasts or better quality of audio or, you know, all of that good stuff.
And, you know, I confess for over 100 episodes, I’ve been absolutely sloppy because I’ve just been so busy and not really invested any time in doing good repurposing or spending some time. I mean, you do a great job on Instagram, for example, with regards to each one of your episodes. You get them on there. But also for other people, you know, putting the snippets out there as well, which really draw people in.
Amy:
Yeah, you do. Yeah, so flat out, I’m a busy agency owner who’s definitely had no time. And I know me and you are going to be having a conversation about how you guys can help us.
Lee Matthew Jackson:
Yeah.
Amy:
And the thing is, I say this a lot on the podcast, I don’t know, but it’s easy to say all these things. But of course, it is time consuming. And not everyone is going to have the time to do all of this. But I do think that when you are kind of spreading yourself further and you’re not having to constantly think, what will I put out there on these social channels or what will I write about? Because you’ve already invested all that effort into that brilliant podcast episode. And there’s gold in there.
There’s brilliant. There’s lots of advice. There’s tips. There’s quotes. There’s this. You know, there’s an article. There’s two articles in there. Then it’s such a kind of missed opportunity to not get everything out of there and instead start thinking about, you know, starting from scratch when actually, you know, you should just look at what you’ve already got.
So really, even though you’ve got hundreds, over 100 episodes that you haven’t necessarily done lots of repurposing with, well, that’s not lost, is it? Because you can bring them all back to life again. You can write articles for all of them. You can pull quotes out of all of them and go into the back catalogue. Because repurposing doesn’t have to be for every new piece of content. It can be for any piece of content, you know, even if you have to slightly update it. If something’s falling a little bit out of date, that’s fine. You just update it.
And with that, I always recommend looking at your analytics. If you look back and see what are the 10 most popular of those 100, you know, that’s where you would want to start, I guess, because clearly that struck a nerve with people and people love that. So why not turn those into some written articles, into some visuals and graphics and things like that.
So I really recommend, and the little short clips as well, just getting more people onto your content, isn’t it? Because not everybody listens to podcasts. There’s such gold in there that you can spread in a different way to people.
And the other thing is list building as well. So using your podcast to build your email list. Is that something, is that a key thing for you with your podcast to try and kind of build your email list as well?
Lee Matthew Jackson:
Yeah, well, it’s to build the email list to increase the amount of subscriptions to the podcast and also to the YouTube channel. And then obviously for the people that will want to join the membership community to help kind of change their agency and kind of get that work-life balance in place or that work-life integration. I really like that phrase. Totally stealing it.
But for people who want to get that kind of in their life, then obviously I want to drive people in there because that’s going to, you know, that’s going to be a source of revenue for us. I’m not going to lie. That would be great to be able to generate revenue for the business. But that’s going to allow me to help many people.
Right now I’m helping a few people by building websites for design agencies. That’s a one-to-one relationship. We’re looking to create like a one-to-many relationship where we can add value to many agency lives. So we want to add, we want to grow our audience to help as many people as we can for free, but also monetize the people that we can help further who really need some very specific help in that kind of monetized community as well, which is going to free me up to do more of what I love, which is creating content. I love building websites, don’t get me wrong, but I’ve also got the content creation book. I’m loving doing this podcast with you. I absolutely love interviewing people. I love doing videos. I just love doing all that sort of stuff.
Maybe I don’t love is all the little bit of extra admin stuff that you’ve been talking about, like the idea of listening back to the show to find a three-minute thing. I’m like, oh my gosh. And then creating a blog post about it. Well, maybe I could do that. That’s probably okay. But it’s going and finding all the audio and then mixing a three-minute trailer video and putting images in. It starts to feel a bit overwhelming because I can do it, but I’m not very fast at doing it. I’m sure you and your team are a hell of a lot faster than I am at kind of throwing those. I don’t mean throwing those together, you know what I mean, but putting those together because to you guys, you’ve got the skills. You’ve got the templates, et cetera.
Amy:
Exactly. We wouldn’t be very good at building websites, I can tell you that. So it’s just doing what you know, isn’t it, and what you’re comfortable with. But yeah, I was going to say with you, another thing that perhaps you were going to tell me that you do, but every time you’re doing your podcasts as well, if you write a post, a good thing is to email you less because, of course, not all of them will have been able to listen to that great podcast episode, and they might miss it unless you let them know. So it’s not really repurposing, but just, you know, creating an email to make people aware of the next great piece of content that you have.
And I guess now that you’ve got membership and all the help that you provide people within there, there must be opportunities to take some of the gold from podcast episodes and, you know, put that into helping people within your private community as well.
Lee Matthew Jackson:
Well, let me unpack what I’m doing there because that’s actually helpful. If anyone does own a membership community and you’re thinking of what sort of content that you can do, what we do is, for example, this podcast episode, once it is mixed, will actually be available on demand to our paid subscribers in Agency Trailblazers. So your episode may not go live for three or four weeks, but people will be able to access it. So that’s one thing. We can just add a little bit of extra value. It’s like an exclusive club. They can get early access.
But what we’re also doing on certain episodes is we’re getting the guest to stay on a little bit afterwards and to do a bit of a deeper dive on a particular subject or provide us with something like a checklist, etc. And we’re building up some content that we can then start to put those things inside of the community. So people still get access to the free podcast, etc. But if they want their hands on some, you know, extra gold, as it were, then we’re putting those sorts of things inside of the community as well to add value to the members and hopefully as well to attract or draw new members in as well in the future.
We reopen the doors on the 14th of February, which is exciting. Valentine’s Day. Brilliant. So of which I’ve got to try and not check my emails during Valentine’s Day because my wife won’t be very impressed.
Amy:
But you will. You’ve got to because you’re reopening.
Lee Matthew Jackson:
Of course I will. Sneak you up. She’ll be like, you’re right. Well, yeah, I’ve just got something in my eye. I just got to look at the emails. Just admit it. You’ll have a look when you nip to the loo, won’t you?
Amy:
Yeah, exactly. She’ll keep in the loo. You’re right.
Lee Matthew Jackson:
That’s brilliant what you said that you do, though. And Mike Morrison, you know, we’ve mentioned before, membership guys, Mike Morrison, he talks about that as well, about getting as much as you can and keeping people on and all that kind of stuff, getting into the memberships. There’s lots and lots that you can do there, isn’t there?
Amy:
It was because of Mike Morrison that I was doing it. He knows his stuff. Again, highly recommend that podcast. And you talked, you mentioned then about if there’s a checklist. So, of course, that is another thing that you can do as well. So, you can create content upgrades or lead magnets or whatever we want to call them. But often there will be that opportunity to do that because maybe somebody went through, you know, something like a check, something that may turn into a checklist or that kind of thing. Things that are quite easy to consume. But people will think, I want that. That sounds brilliant.
And if you run Facebook ads, let’s say, or any ads, but I’m just going to choose Facebook just because, just choose one. So, if you’re going to run some Facebook ads for your membership or to get people to come and find your group, your Facebook groups, then you can use short clips of your podcast for your ads as well. You know, because video ads go down really well on Facebook. And if you turn a really fun or interesting or just great clip from your podcast into a little short video and you put a little money behind that, again, it’s a really targeted audience. And they see that and they click play and it’s great. And then they go over and join your group or follow you, you know, go into your membership.
So, you can use the content from your podcast to do that or just, you know, grow likes to your Facebook pages and groups and things like that. So, that’s a good thing to do. Turning the audio to video to a video ad. And you don’t have to put a lot of money, you know, just put three or four quid a day for a week or so or whatever. And you will get, you definitely increase your following doing that because it’s so targeted. So, that is another thing that you can do as well. So, there’s plenty, plenty, plenty that you can do.
What about LinkedIn? Do you do much on LinkedIn?
Lee Matthew Jackson:
No, I totally need to. I flat out need to.
Amy:
Oh, it’s so annoying. You’re saying all these things.
Lee Matthew Jackson:
Yeah, I know. I know. Oh, my gosh. I need to do this. I know. Yeah, I need to do that. Yeah, we hand up at heart. I recognize the value of LinkedIn. I did start putting some videos on LinkedIn, which converted really well and then never got around to doing any more.
Amy:
Yeah, exactly. So, shame on me. Shame on me. You can’t do everything.
Lee Matthew Jackson:
No, can you? That’s the thing. Like you said, you’re busy. I know I want to. That’s the downside. I know. I do. I get so frustrated inside that I can’t do all these wonderful things that are on my mind all the time. I know. It’s only one way. I’m the same. I decided the other day, right, I’m going to write a book. I’m going to write a book. I’m going to start doing a bit more video content. I’m going to start doing this and that. And then you just think, whoa, you know, enough to can’t do everything. But I think LinkedIn is great. And I think LinkedIn is becoming a far more sociable platform. It kind of seems to me like it’s getting people are engaging a little bit more on LinkedIn. And I’m seeing lots of comments on people putting a post on Facebook and a post on LinkedIn and getting more comments on LinkedIn.
I know it depends on who follows you and your connections. And you have to kind of work on building that. But it’s more sociable. And it’s definitely worth, you know, putting your content over there as well. So like you said, videos. But I’ve heard that even just text updates. So no, not even an image. Not like Twitter where you always want to put an image out there. But just simple questions to get a little bit of conversation going.
So, with one of our clients, when we work with her, what we do is we just choose an interesting question from each podcast episode. And we put it over on her LinkedIn. We used to post all sorts of images and videos. But we really pulled it back. She said she just wanted to do something once a week and she wanted to get engagement. So we’ve pulled everything, like the videos and everything off. And we just write a question. And we just choose an interesting question based on the topic of that week. We’re not talking about come and listen to it or anything. We’re just trying to get people to engage. You wouldn’t believe. Like, it’s amazing. It’s people just are really willing to get a conversation going over there. Not even tagging people.
And I know, you know, Janet Murray, she’s brilliant on LinkedIn. And she kind of gets the conversation going often with tagging someone while tagging three or four people. They usually comment. Then it gets going. But my other clients, we’re not. We’re just putting it out there, getting loads and loads of engagement. So I think LinkedIn is a good place to go. And I know I’m probably annoying you coming up with all these things because you’re thinking, I’m not doing that. I’m not doing that. But SlideShare as well. So you can create some really great SlideShare. And you can embed those SlideShare back on your website. And they can look really, really good. You can embed them anywhere. So you don’t just have to stay over on SlideShare as well. And there, you can get kind of fun and engaging SlideShare presentations. And, you know, just reaching more people, isn’t it? If people don’t listen to podcasts and they don’t hang out on social media, but they like LinkedIn, then they’re the kind of people that you’re going to reach. So I really recommend kind of exploring that opportunity as well over there.
Lee Matthew Jackson:
That’s so good. I can’t remember how far back, but I’m pretty sure I interviewed a guy like a year and a half ago, Dennis Brown, about LinkedIn. And he’d convinced me that LinkedIn was the way to go. And I had made it my resolve at that point to really heavily invest in LinkedIn. So I did a massive call of all the junk that I’d added over the years and everything. And a year and a half later, you’ve now reminded me that I really need to sort out my LinkedIn game.
Amy:
I think quite a few people are thinking about LinkedIn at the moment because this whole kind of Facebook, you know, how they’ve announced that they’re going to start restricting kind of, I guess, kind of business and brands and things like that from being in news feeds. A lot of people are thinking, right, I’m going over to LinkedIn. So we’ll see. We’ll see what happens over there. But yeah, I think it’s a great place. And I personally want to try and do a little bit more. I need to sort out my networks and things like that on there, but I’m going to do some work on that myself as well.
Lee Matthew Jackson:
Yeah. Oh, awesome. Well, well, I’m going to hold you accountable. We’ve got like the whole rest of this year that we’re going to be talking with each other. So I think let’s hold each other accountable. And perhaps my community who are listening, hold me accountable. Let’s get some LinkedIn action going because you are not the first person to say this, Amy. A lot of people recently have said that they’re really starting to engage people more on LinkedIn. LinkedIn has gone through a lot of changes. Videos seem to be attracting a lot of attention, more so than Facebook at times. And I think that’s because LinkedIn are really trying to ramp up. They’re trying to ramp it up so that they can attract the businesses, et cetera. Facebook has the monopoly, doesn’t it? Or has had the monopoly. So if LinkedIn can give you a great experience, then that’s going to attract more people to them. So I definitely think there are some exciting things coming in LinkedIn. So hopefully over the next few weeks and months, I’ll have got my game, my LinkedIn game together because I think I should. And I know a lot of my target audience are on there. And I don’t know if there’s a self-sabotage thing, but even though I know it, I don’t do anything about it. And it’s like this inbuilt self-sabotage of the agency owner. And we never get there. And I would just love to know where I would be if I would actually have been doing and engaging with some of the people I know on LinkedIn properly. But there you go. There you go.
Well, we are now coming to the end of our show. I now feel like I have an awful lot of homework to do. Thankfully, I can talk to you about helping me out with some of that. So I’m looking forward to that conversation.
Folks, if you want to know more about Amy or you want to get some top tips on 10xing your content, i.e. repurposing it, etc., then head on over to content10x.com. You can also follow Amy on Twitter. She’s at content10x. She tweets a lot. I think you’re the same on, yeah, you are, content10x on Instagram as well. She has some really cool images on there as well. I love your branding. I think it’s absolutely wicked. And remember, it’s content10x.com as well. Make sure you download that podcast. I know the Agency Trailblazer podcast is the best podcast in the world, and that is fine. But I also give you permission to listen to at least one other podcast, and that is content10x, because it will inspire you. If you’re an agency owner, it’s great for your content to be repurposing your existing content, but also just to put the seed in your mind that perhaps this is a service that you could be offering your own clients as well.
Content marketing is huge. It’s how I’ve grown my business. Although I’ve not done a lot of the things that Amy’s mentioned, the stuff I have done has been a rocket fuel to my business, and we’ve created two really profitable businesses because of content marketing. So just think what we can do if we actually start to apply all of the wonderful advice that Amy has given us.
So Amy, thank you so much for your time. You are wonderful. I appreciate you so much. Have a wonderful day.
Amy:
Thank you. Thank you so much for having me on. I really appreciate it. It’s been great.
Lee Matthew Jackson:
No problem. Take care.
Amy:
Thank you. Bye.
Lee Matthew Jackson:
I’m sure you’ve been inspired by this episode. Let us know how you are repurposing content. There are two places you can do that. First of all, in the free Facebook group. Head on over to wpinnovator.com forward slash group. How are you repurposing? What tools are you using? What advice could you give? What hasn’t worked for you? We really want to know. So let’s have a conversation over there.
And as well, if you are part of the Agency Trailblazer community, then let’s share some of our resources in there as well. I’ll be doing a deep dive in the very near future on some of the ways that we are starting to repurpose our content. So you’ll be able to find that over on agencytrailblazer.com.
Have a wonderful week.
