Today we are uncovering the consequences of staying on the content hamster wheel… and solutions.
Do you need to produce content? Sure.
But what if you could only produce a fraction of the amount and get better results?
That’s why I brought on Brittany Berger to talk about how to produce less content and get better results. She dives into not only her exact promotion strategies but also talks about how the content hamster wheel can affect your mental and physical health and how it will ultimately impact your career.
This is her story, solution and how to leverage her experience.
You’re the only person I know of that is paid to help people create less content. Can you explain a little more about why this became your philosophy?
When she first started, the goal was to get to a point where you are publishing almost daily. As she was rather new, she accepted what people were saying and while it did contribute to a lot of growth for the companies, she herself began to suffer mentally and physically from the stress of it. This lead to her quitting her job and taking two years off before she came back to content marketing.
As she began to leverage an omnichannel approach that minimized the need for more content and maximized existing content, she found that it resulted in both less work and better results.
Can you give us some specific examples of the approach you have now versus your previous approach?
She doesn’t focus on content creation as much as the bigger picture of content marketing. (Remember that content creation is only a part of content marketing!)
Now, her goal is to talk to her audience as much as possible and while yes, that is through content, that doesn’t mean you have to write a new blog post every day just to talk to them.
So for example, she has a phase where she’ll publish a weekly blog post for three months and then the next three months are focused on promoting it. At this moment, she is updating old blog posts and videos and creating email nurture sequences for them.
If a content marketer comes to you and is burned out, what kind of advice do you give them?
She recommends that you take your vacation days.
A lot of people are nervous to do this. Will I lose all my traffic? She responded by saying that one of the symptoms of being burned out is that you can’t see the bigger picture.
During that break, sit down and think about how you can change your situation when you go back. Taking a break and then going back to the same situation won’t do you much good.
For example, she began accepting guest posts as a way to minimize her work.
I recommend that you check out her Content Planning Remix Workbook. This is literally her guide to setting up a strategy that allows you to create less content and gives you a roadmap of how to set up an effective content promotion strategy.
Can you give us an overview of what the Content Planning Remix Workbook is?
It’s an intense content calendar. It isn’t just a calendar of when you are publishing. It helps you map out creating, optimizing, disturbing, and updating content. It serves a roadmap to fill the gap between publishing content and getting eyeballs on.
As your philosophy is to create less content, I’m assuming you have a fairly robust content promotion strategy. Most of us already know to push it out to social, but is there anything else you’re doing to make the most of organic reach?
There aren’t any secrets, she just does it consistently. In addition, post more often.
So for example, she will post a new article to social daily for the first week and then continue to push it several weeks later.
She also creates multiple different versions of shares. In addition, test what types of promotional posts your audience likes on Linkedin. The key is doing it strategically and intentionally.
Be strategically lazy! Be ambitious, but don’t do additional work that provides small results.
The best part about this is that it requires you to think more about the work you are doing. This will make it impossible for you to fall into the trap of being active rather than being productive.
Can you walk us through what a week’s worth of content promotion would look like?
If you want a presence on Linkedin and are publishing a blog post weekly on your website, start by publishing that post daily to Linkedin.
As soon as she finishes writing a blog post, she usually starts by sitting down and creating 5-10 different social posts. Use different quotes from the post and images.
Content isn’t truly evergreen unless you are making it evergreen. People need you to give them a nudge to keep coming back to it.
Therefore, updating and optimizing your old posts and pushing them out to social is also a part of this calendar. Consider adding a Throwback Thursday or Flashback Friday.
Think about how pop stars do this with remixes.
How involved is your content creation itself?
She does a lot of original graphics (annotated screenshots and infographics from Canva) and really believes that you get out what you put into your content.
Videos, podcasts and other forms of content are popular ways to repurpose content, though this can be difficult for a content agency to produce for clients. For example, a member of that company is who their audience wants to see or hear from (not a member of the marketing agency), so how can we offer this as a service while still allowing the company to be the face of the content?
See how you can work with your clients to create content for them. For example, most executives’ biggest objection is that they can’t imagine themselves producing a video. However, most of them are very good at public speaking. So if you can hand them a script and tell them to read that, you can produce a video of them saying the script.
Also, you don’t need endless videos. Just do three to start.
This was the approach she took when ghostwriting for the CEO of the company at her first job. It was hard for her to get him to create content, so if she booked a 30-minute meeting with him and just recorded it, she would have plenty of content.
If you can talk them into producing some videos (it doesn’t have to be anything weekly), you will then have plenty of content. The second thing that this does nicely is that it is enough content to give them a glimpse of how much it can impact the business. If they see how well it can work, they are more likely to do more of it.
You’re very present in a lot of publications and podcasts and overall you have build a great personal brand. Can you talk about how you grew this and what kind of impact it has had on your business?
It’s less strategic than it seems. Mention helped with this as she also handled a lot of PR and was required to do a lot of co-marketing. Therefore, it was her job to be guest posting on other sites.
Therefore, when she left Mention, she already had a decent following.
She values networking and the ROI has been amazing.
After taking time off and leaving her job, all she had to do was send out a few messages in Slack communities and she was booked.
Do you have any advice for people that are trying to build their personal brand and don’t have that platform?
Yes, as a matter of fact, Work Brighter is a side hustle she is currently growing in a different industry and it has taken longer.
Don’t overlook the experience you already have.
One of the reasons why she didn’t go all-in on Work Brighter and stop doing content marketing is because content is one thing she is already good at.
Take baby steps towards what you want.