The following post here is going to be based on Gary Vaynerchuk’s post on his blog titled, “THE GARYVEE CONTENT STRATEGY: HOW TO GROW AND DISTRIBUTE YOUR BRAND’S SOCIAL MEDIA CONTENT“. In this post I am going to be covering the following:
- Gary Vaynerchuck’s Pillar Content
- Pillar Content
- His Team
- How to Reproduce
- What to use for Content
- Business Idea & Proposal
Gary Vaynerchuck’s Pillar Content
In it Gary takes his Pillar content and then breaks down all the concepts contained in the pillar content and generates content that is broken into blog posts, Instagram posts, infographics, memes, videos, emails, other various social media sites.
Some of the pillar content Gary produces are his Keynote speeches, daily videos, Podcasts, and Q&A shows. Much if not most of the content in those pillar events have a long shelf life. That is, they will exist for a period of years, and in a lot of Gary’s content, even decades.
The beauty of this technique, is that over time, as he grew, as you and I will grow, the more you do, the better you’ll get at generating Pillar content, the more efficient you get at dissecting it. I’ve always liked what Gary’s take on spending time and/or money on SEO. He says if you can institute this process, you’ll Crush it. Of course, you can use automated ways to enhance your SEO on your blogs. Also, some basic tenants for SEO are going to be titles, hashtags, and the such. The rest should just fall into place. It’s my contention, the money spent on SEO should be spent on this type of content creation. What you may even find, is that you may actually start reverse engineering your pillar content based on your strengths.
This would work for local restaurants, Audio-Visual Tech Companies, Invisible Fence installers, Gutter Installation Companies, Real Estate Agencies, hair stylists, you name it. You will be found in Google by typing your city name and then your business or company niche.
Pillar Content Strategies
As an example of what Gary does with a Keynote speech is that it could be broken out into 5-6 main points. The audio could be stripped out and formulated into podcasts. The audio can be transcribed and then be used as text for blogs, articles, news releases, and other content. Each of those podcasts and transcribed concepts could then have micro-content made about each of them; maybe even 2-3 different angles on each. Each could have memes made with an eye catching titles. They could be posted on his blog. Then each one of those could be spread out to a ½ dozen or more social media sites, Facebook, Instagram, Twitter, Snapchat, Linked In, Quora, Medium, etc.… With the right kind of syndication, the podcasts could be syndicated to 10-12 sites. Those in turn could get tweeted about, written about, or snippets taken from and crafted into many pieces of content. Then if you know what RSS is and how you can enhance your SEO, even beyond that, it’s really a set it and forget type of thing, you can exponentially expand your reach. This and derivatives of this one piece on pillar content can hit anywhere from 60-140 individual pieces of valuable content that all points back to the main piece of pillar content. That alone will boost SEO. Set it up where appropriate, keep the basic tenants of SEO in mind and that’s all. So, you’ll see Gary everywhere. They then all get viewed 25-35 million times. What happens next is that after creating that initial round of content, Gary listens for feedback, questions, or is prodded to articulate on that initial content. Then he creates content on what people are asking, thinking, or articulating on. So it’s a double whammy. Do that for 2-3 pieces of content a week, you will definitely get known. In a nutshell, Gary’s content is Document => Create => Listen => Create => Distribute => Rinse and Repeat. Gary has a neat Slide Deck he created with a real life example of how his team does it. I suggest you etch it into your mind. You can find it at the bottom of his post. The link is above.
So all that to set the table. Gary doesn’t do all that. He has a team that does it. What’s all involved with doing it all. Well, we will have someone who has to dissect each pillar piece into concepts. The degree you want to break a piece down really depends on what each concept can then be broken down to. You don’t want the initial concept to be too narrow, because some of the later micro-content might not have context or not as valuable as you wish. This will certainly come with experience. Next, you’ll need someone who is good as editing sound, voice, and audio content. It will someone who can have the ability to strip audio from video, fade in and out, and can piece audio from several sources? You’ll also need someone who can do the same things for video. You’ll need someone to fade in and out, sync with audio, ability to pull in music, multimedia, memes, titles, and a hodgepodge of mashups, re-mixes etc. You’ll need someone who can transcribe. Transcription can be used for sub titles of your video content, and to formulate content from the spoken words into voice recorders. Things that can be voiced while in a car, or airplane traveling, or walking such as topics you want for later, and/or ideas that pop into your head. You’ll want a photographer, or someone who can work with images, enhance, fade, etc. Once, that content is all assembled, you’ll then need to distribute it to the various social media platforms, news agencies, etc., over the next few days. Rinse and repeat often.
How to Reproduce
So, there are a lot of hats here, but when it comes down to it, it’s a matter of either 2-3 things, one being, take the time to learn how to do these things. You shouldn’t have to do them later, but you will need to know how and what’s easy to do. Second, pay someone to teach you how to do these things. This option is not out of the question. In fact, you’ll find a ton of DIY and How-Tos on Youtube to do just about anything. The third will be to pay someone to write up documentation on how to do something specifically. This too, is not out of possibility. Your goal will be to be the technical director of your content. You’ll piece and story board combinations of video, audio, images, and content messages into various mediums that you can then have assembled and distributed. Eventually, you’ll outsource it. The whole ball of wax. The reason you’ll need to know how to do it yourself, is you’ll have to document precisely everything you want done.
So, I’m certainly no sleuth when it comes to audio and visual things. I don’t know Adobe, Final Cut, Vegas Pro, for video editing. But I do know Camtasia, iMovie, and Snagit for video. I also know Audacity. I’d like to think I have a creative mind. So let’s go!
What to use for Content
Uggg… What are we going to use for content? Gary to the rescue once again. His philosophy is that he isn’t the kind of guy who teaches and inspires, though he does. What he does to create content is documenting what he does, what his team does, what others in the industry are doing, etc. He is a documenter. I know we don’t get the privilege to keynote speak very often, well at least me, and things may not be glamorous as we’d like our lives and businesses to be, but there are things that I can outshine him on. There are things you can outshine him on as well. We all are unique individuals and are the sum of our experiences, the people who we lived with, and our cultures combined are all different. I know for a fact, people in their early 50’s would have a much easier time relating to me that Gary. Gary’s a little bit more “in your face”, kind of guy. I don’t mind. But someone just learning about him, may be tuned out quickly by him. Likewise, depending on your age and experiences will relate much easier to a different demographic than me.
So, you are going to document what you do. Part of who we are is also some failures, bumps in the road, stubbed toes, along the way. I know I’m still learning every day. It’s human nature to stumble. That’s how we get better. If we could simply just start a business and start making money easily, we’d all be doing it. There is dues paying to be had. There are lessons to be learned. So, part of what makes us human is humility. I know when we all look at social media, we are really only looking through a lens of life that is smaller than 2-3% of our vision. What you see is the highlight reel of peoples lives. And maybe that 2-3% is even smaller. You see guys with beds full of stacks of hundreds. You see Lamborghinis and fancy cars. You see people with laptops staring out at a remote beach. I don’t believe them for one second.
My life isn’t a glorious picnic. We could all stand to lose a few pounds. I maybe take an average flight a year back in coach with 2 layovers. I proudly drive a 15 year old vehicle. I do my own oil changes. I certainly don’t talk with my children as much as I should. I’ve got a few regrets, procrastinate way too much. We are all like that. I can guarantee it. The byline of this website, is “Crushing It By Being Yourself”. That’s integrity, that’s being genuine, that’s candid, straightforward, and honest. Those are characteristics that attract people. Not in a bad way, but each one of us is a voyeur in a way. We are looking and thinking about others. We are comparing ourselves to one another. We are attracted to those who are like ourselves. And if we admit certain faults and idiosyncrasies about ourselves, we are genuine and honest. That is who will follow you if you decide to be genuine too.
Now back to getting a team to help document. How can we as entrepreneurs do the same?
- We need to understand what syndication is. Those are the RSS feeds, networks, tribes, etc. Plugging into the right place can distribute to many places.
- We need to start small. Whether its podcasting, vloging on the Tube, live casting, writing on your blog, etc, you need to go through the cycle of what Gary’s team is doing. The content segmentation and concepts don’t have to be perfect. And the number of each of them could and should be based on your piece of pillar content you are starting with. This will involve learning about editing audio/video/images/text etc as mentioned before.
- See how long it takes. It is better to sacrifice quality than time. Keep that in mind. Quality will improve as you do more. Also, don’t sacrifice new Pillar content because you are still working on micro-content. Keep Pillar content as a priority.
- Get experience under your belt doing this. 10-12 weeks. You should be much better, proficient, and quicker at this by now. During this 10-12 week period, also document a basic “how-to”. You’ll need it when you start outsourcing it.
Business Idea & Proposal
And finally, one of my purposes of writing all this is to provide a business idea. My idea is to create a framework or process flow based on each type of original source of pillar content. A literal step by step instruction guide. This should be kept independent of the specific sites that content would get posted to. Once the framework or marketing model is complete then plug in the social media sites. Then use the syndication methods I spoke earlier about. By doing this I can guarantee our businesses, our brands, and ourselves will get out there. Once we have the processes honed and documented, we can start hiring VA’s to learn them and start implementing them. It would be nice to have a VA do all of this for you, but you’d have to pay quite a bit for someone to do it all. Now that’s not necessarily out of the possibility to do so, but by maybe having individuals who are good at video and audio do that work. Someone who is the creative to story board the ideas, someone to help write the content, and finally someone to distribute it. You can get a very competent VA for 500-600 dollars, but would need to train them. VA’s that are already good could potentially be shared and only work on that piece of the content generation. Once the model was working with one, you could hire another and train them. Then lease them out. Then with 2-3 of them, you could make enough to pay for your own. Get a few more, and that could offset your advertising budget.
If anyone is interested in this concept and would like to contribute ideas and formulation of this idea, please connect with me. We can set up a time to talk. I would think this kind of idea would be great for the plethora of Social media agencies that are hot right now.
In closing, I’m deciding if I should actually use this blog post as a test pillar and see how far it goes. I also do realize, that as I am just starting with Gary’s concept, I do lack a few things that Gary has that I don’t. 1. He’s much more consistent. I need to work on that. 2. He already has a team. I’ll be starting myself. 3. He has a following. I do have a 72K following on Twitter, (how many are active, I don’t know), am just starting on Instagram, and have delegated my Facebook to just family and life. However, I really like the concept and is up my alley as I have extensive experience in “Process Engineering”. I really enjoy abstracting tasks into components. Once there, they can be tweaked and become easily reproducible. And for any of you VA’s, a resume of experience doing this exact thing could become lucrative to you as well.
Till next time, have an awesome day.
*Picture used is from Gary Vanynerchuck’s slide deck and is his.