Potentials customers are out there waiting to find the right practice for them! You just need to get your business heard and seen. And with the 747 Content Solution, you’re definitely going to get your content out there. Watch our podcast today to learn from our expert marketing team on how 40 minutes of you talking about your practice every month can give you hundreds of content that can be distributed on 7 platforms, 4 times a day, 7 days a week.
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September 16, 2021
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MATT COFFY: All right. So what we’re going to talk about today is some important distribution of content. And, one of the things that we’ve learned from doing this business for years is activity begets sales. And we’ve come to a conclusion that most of our clients who have engaged with, a distribution strategy have elevated their business from an authority level. And therefore they’ve elevated themselves psychologically as well into a position of prominence in their niche. Now, this doesn’t always work, and that’s why I say caveat because sometimes it takes good quality content from the beginning in order for this to all become relevant. But what I’m going to show you in what we’re doing and what you can look at from a perspective of your own business is how distribution works. Now, we’re specifically talking about podcast distribution. In this particular case, we call it the 747 content solution.
MATT COFFY: The reason why it’s 747 is because it’s posting across 7 networks, 7 social media networks, 4 times a day, 7 days a week. So you can understand the enormity of how many pieces of content that this is actually producing. So the real strategy, and this is how we’ve been able to get this to work really well is to produce two podcasts per month. So we know that that raw podcast should be about 20 minutes. And that’s enough for us to be able to do our magic with the distribution. Now, I think if you can kind of categorize this as, the real enchilada, that 20 minutes has to be actually impactful. So a lot of our clients we work with, and even ourselves, we either are interviewing someone or interviewing an internal employee, or we ask our clients to do something that is very valuable because these turn into what we call pillar posts and pillar posts are really the linchpin in delivering from this distribution model, the best possible scenario of content aggregation from your own business.
MATT COFFY: So we’re trying to create a visual auditory and written format. So we request two video podcasts a month from our clients who are involved in our 7 47 strategy. Now, what this does is it allows particular clients to see their world in a different aspect, meaning that the patients or customers that come to our clients are going to see them, they’re going to hear them. And they’re also going to be able to read what they’ve said. So it’s very important to figure out human psychology, because you’re going to be working with so many different realms that this is where it becomes relative for anyone who’s involved in producing content because we’re hitting multimodality. So we take the raw podcast. It’s basically very simple. It’s just a go to meeting or a zoom call. That’s recorded between 1, 2, 3, 4 could be any number of individuals, but the content’s the king, right
MATT COFFY: The, the content is the king that we deliver through this vehicle. Sometimes it’s just the client themselves talking about a specific program, similar to what we’re doing here. Or again, it’s, it’s multi people talking about a topic of relevance to their audience. We take that podcast. we get the download from the YouTube beat, sorry, the, go to meeting or the, the zoom call or whatever physical format again in video. and we produce short video summaries. So we cut that podcast up into multiple formats. And as this moves along, we are then taking the, those short video summaries. We are, tying up the graphics, the thumbnails, we’re adding in close captions. We’re also building the transcriptions into that. And then we’re getting that content over to the copywriter, on our team. And then we’re getting approval from the client once everything is done, and we’ve got all of these things built, and that’s then going into podcast distribution.
MATT COFFY: And we’ll get into that in a second. So this first layer of processing basically means that we’ve got roughly, it ends up to be about five different videos that we’ll get out of the raw podcast, which will be short clips of those videos pushed into distribution and all the different types of, formats that I’ll show you as we go down this, scroll down this page. And the key is that this is all going back to a landing page that we can then track for people to click on those next steps, which either might be a call to action to go and listen to the total podcast or the total transcription or to another call to action. Think everybody’s a little bit different how we set it, set this up from a deliverable standpoint on the backend, but the front end as getting the podcast and then cutting them up and putting them into distribution, is just the same.
MATT COFFY: So let’s go to the next step. So if we look at this from a next layer, we’ve got, here’s our video. So we’ve got a snippet video one, we’ve got a snippet video two, video three, we’ve got an overall summary, right. A short video summary, and then we’ve got the full video. So those, those are your five deliverables that come out of, these, types of scenarios. Again, once we get these all done, we are getting those, content, headlines approved for the posting. And then, once it’s all into approval, we move into the next step for distribution. So now we can look at distribution from the first layer. And of course, one of the most important layers as you could expect would be the Facebook and Instagram layer. Cause that’s where the most people are with traffic. So we’re boosting those individual videos, into those networks.
MATT COFFY: So we’re getting them viewed with the traffic and we’re also tracking. So what’s very important is that when you are boosting these posts, when you’re boosting these short videos into your audience, we are tracking them, and we have a pixel on there so that we can then retarget them, right. That’s the grill. That’s the strategy is that we’re building an audience of people who are interested in a topic, and then we’re collecting that data and then we are tracking them, and then we are going back and running ads to them. And I’m going to show you this in a larger scale in the next video. so let’s see what happens next. We are also going to be sending that distribution into, the standard business side. Now, some of this makes sense for some people and some of it’s not so important, but in Twitter, LinkedIn, and in the Google My Business page, we are then posting all this stuff as well, again, and tracking, that I would say right now, what’s really critical is the Google my business.
MATT COFFY: Cause, again, once we start to post in that we can track people, because we know a lot of people look at the maps and there are now ability to, you know, post in that, Google My Business page, and get people to come back again. And we are tracking all of this, so we know what’s working. And we also know that this is an SEO signal. So one of the things about doing this distribution strategy, getting really strong SEO. So one more thing to think about when you’re doing distribution is to look at the podcast distribution networks. So again, you know, the standard sort of six, which would be, you know, it’s going into YouTube, it’s going into Twitter, it’s Instagram, LinkedIn, Google business, Google My Business and Facebook, which was sort of be the main. And then it’s going into all the podcasts distribution networks, right
MATT COFFY: So once you put it into a main, podcast player, you can then distribute it across about 20 different networks, within, the podcast universe. So now this goes out into the major distribution. And if you look at this from just a numbers perspective, you’re ending up doing 20 podcasts distribution networks, 20 Google M y Business posts, 20 boosted Facebook’s 20 boosted, 20 Twitter and LinkedIn posts, and then 20 Facebook group post individual posts, if available. So if you have a group that you manage, you can also post it into that group. So your max content that’s going to come out of this program is going to be about 164 pieces of content for those two podcast episodes. So it’s a nice way to start to do distribution. It’s very, we’ve got this locked in, we’ve been doing this for quite a while, and we’ve really come to a conclusion on how to build this and do it effectively.
MATT COFFY: And I think the one thing that you get out of this is that it’s doing two things. One, as I mentioned from the beginning of this, it is a authority strategy. So you’re, you’re getting your face again. We, we require it to be videos that we can do. Obviously, if you think about this from a YouTube and visual format, very, it’s very difficult to get people’s attention if you’re sending an audio piece out. but if you have a video piece, that’s got great, great activity. We’ve got, you know, all of these different, valid capabilities to bring distribution into the fold. I think the most important thing though, as a sort of a part two, is that this becomes a part of the business and becomes a psychological format because you’re building value into the business from a longterm green field perspective. And what I mean by that is that the content last forever, right, this, this, all of this podcast goes onto the website and is loaded up as a page in the website. And that content is there forever from an SEO perspective to be found. So that’s the, that’s the most important part. And we’re going to go through some more of this in another upcoming episode, stay tuned for more.