When we were interviewing people for our Director of Content Marketing role at Databox, I had one thing on my criteria list that was non-negotiable.
Someone who eats, sleeps, drinks and dreams about processes!
As I've written about a million times now, I believe content marketing needs to be multi-format, multi-perspective & multi-channel in order to be effective these days. (Read here to fully grok my argument and framework: https://lnkd.in/ekgYcxEH)
To pull off “multi-3x” content consistently and efficiently, I knew we needed a really tight process.
We've always prioritized processes on the marketing team at Databox. When John Bonini led all of marketing here at Databox, he nicknamed our process "Content flow" because our process has always involved repurposing content. Before Jeremiah Rizzo moved over to lead our product marketing function, he implemented a solid process for turning podcasts into playbooks and blog posts.
But when we hired Ali Orlando Wert for the aforementioned role, I knew we were getting someone who would bring us up a few levels.
Here’s what Ali has done to take our podcast repurposing to the next level here at Databox 👇
🎙️ 𝟭 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝗿𝗲𝗰𝗼𝗿𝗱𝗶𝗻𝗴 becomes...
• 1 video podcast episode on YouTube
• 2-3 short video clips (YouTube Shorts + LinkedIn-native video)
• 1 long-form newsletter sent to 15k+ subscribers
• 1 long-form 𝘗𝘭𝘢𝘺𝘣𝘰𝘰𝘬 blog post (that includes how to do something in our product)
• 1 guest blog post on the guest’s website (if willing)
• 5-10 social assets (quotes, audiograms, clips, images)
• 1 toolkit for the guest to share across their channels
To make this process efficient, she built a CustomGPT that prompts her (and her team) through the full content flow and auto-generates a first draft of the content (to be human edited, of course). Because we're starting with original thoughts, AI is amazing for repurposing it while keeping that originality.
But, the real reason to do all of this: increased reach. By leveraging our podcast across 6+ channels, it gets significantly more reach than the podcast recording alone. Here’s some stats from a recent podcast 👇
• Our podcast-derived content got 𝟭𝟯𝟬𝘅 𝗺𝗼𝗿𝗲 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 than our podcast downloads
• My Linkedin posts alone drove 𝟯𝟯𝘅 𝗺𝗼𝗿𝗲
• Our newsletter routinely achieves 𝟱𝟬%+ 𝗼𝗽𝗲𝗻 𝗿𝗮𝘁𝗲𝘀 with thousands of readers
All from one conversation.
If you’re not doing a podcast because “it’s hard to get reach” on the podcast platform, you’re thinking about it wrong. The podcast is the basis for content across all platforms.
You just need to build a 𝘀𝘆𝘀𝘁𝗲𝗺 that 𝘥𝘪𝘴𝘵𝘳𝘪𝘣𝘶𝘵𝘦𝘴 𝘪𝘵.
If you need an example, check the comments.
This post was originally shared by on Linkedin.