Hello and welcome to the YouTube Success podcast.
This is me, Matt Hughes, King of Video, your host.
I never introduced myself on this podcast.
I assume you know who I am by now, but you never really know
on podcasts, where people fall into listening to your podcast.
They might fall into like Episode 22 and then there you are and
you've never introduced yourself.
Of course, I'm probably listed all over the show notes and that kind of thing.
But I thought I'd better introduce myself and I'll do that every now and again.
This time we're talking about content repurposing of your signature video.
Now, if you've not listened to the previous episode that talks about
the signature video, it's definitely worth going and listening to that
because I think that gives you some context around the signature video.
I'll talk about it a little bit in this session, but not a lot
because this is really, really focused on content repurposing.
I want to stay in that lane and just talk about the what I've listed as
47 plus pieces of content that you can create with your signature video.
Now, I think I have this as a YouTube video.
You might have to head over to my YouTube channel.
If we can find it, I'll list it out there, but certainly I can put this.
So I did a workshop, I probably did it about two years ago now, maybe 15,
18 months ago, and it was called How To Create 47+ Pieces Of Content From
One Video, a simple little workshop that I did, I delivered it live.
I've got some great screenshots and stuff.
I will put that inside The Creator Meetup as a piece of content that you
can get, I would say for free, but it would be part of the membership.
In order to join The Creator Meetup, which is thecreatormeetup.com, you have
to go and pay £12, £97 or £297, depending on the kind of length of membership you
want, but I'll put this full workshop.
It's about 45 minutes, an hour long inside of that community.
And you can get this, and I talk about this in more detail
and I give you screenshots.
That's exactly what you meant to do.
I also have a spreadsheet that talks about this and shows you how to
create all of those pieces of content.
It's called the Content Repurposing Framework and I've got a Content
Promotion Framework, which is going to be the next podcast episode.
So I'll talk about promo and the next one as well.
And you could just take all of these podcast episodes put them together.
You've pretty much got all the content.
So I'm not saying that you have to go there to get it, but it's just
a bit more of a structured workshop when it's in workshop format.
So that's thecreatormeetup.com.
And I'll go and stick the workshop in there.
Alright, so let's get on with the content then.
And this is how to create 47 pieces of content from one video.
In this podcast episode, because I know some of you will be listening
rather than watching, there's no point in me showing you the presentation.
I'm just going to talk about the 9 types of content and how
we get to 47 pieces of content.
I think I list it.
Yes, I do.
In the summary of this workshop, I do list it.
So the 9 pieces of content, I'm going to say them really quickly, and I'm
going to tell you a little bit about each one of them one at a time.
So the 9 pieces of content are the signature video itself, which as I
mentioned in the last episode, the signature video with captions, snippet
videos and since I did that workshop some really deep cool tools that have
come out which we'll definitely talk about in another episode, image quotes,
image carousels that they're really cool.
I know people of those the thumbnail, the blog post, the transcription,
the podcast, and an audiogram.
Oh my god, audiogram.
I mean I list it and it's like, it works out as 9 pieces of content for audiograms.
But I really don't like them.
I'm just going to say it.
And look, I see them and my team create these audiograms as well
but I really don't like them.
I'll explain why when we get to that point.
So let's just talk through those, through those pieces of content.
I'm going to put myself on focus mode like in the last episode I
said I should do, but I didn't.
So there should be no buzzing as we go through this episode.
So, your signature video then is piece of content number one.
And we filmed this piece of content in landscape.
So if you're watching this on YouTube, you'll see that I'm in landscape mode now.
Landscape is, if your camera is on the side, if you use your mobile
phone, it's your phone on the side.
And it gives us the what I call the natural view of stuff.
So again, if you're watching on a YouTube, you'll see my hands
up and you'll see the full width.
And then of course we have the option to take that signature
video and do it in portrait mode.
So we'd probably be about here again, if you're watching, but it's portrait
mode, it's TikTok mode, reels, Stories, that kind of thing, that's portrait mode.
And then the other way you could create that content is in square and
the reason why I talk about square and Instagram has kind of changed it
because it's got a slightly different aspect ratio now, but the reason why
I talk about square as well is because square works on almost all platforms.
So if I was to choose one out of all of them, I think square would probably be
it because you can post that on things like TikTok and on LinkedIn and depending
on how you add the other stuff around it, it would still work really well.
It doesn't work as well as the aspect ratio that's perfect for that platform,
so portrait or landscaping, TikTok and YouTubes respectively, but it still
gives you a lot more flexibility.
So if you didn't have time to do all of them, which I, you know,
you definitely have got time.
I can talk to you about that as well.
Square is probably the one that I'd go for that makes it most flexible.
And I say that for flexibility, but in reality, the thing I
always go for is landscape.
I always do landscape first.
So landscape strategy is the main thing.
So that's three pieces of content then.
So it's the same content but it's changed in three different ways because if you
look at TikTok and Reels and some of those things, you'll see that actually a
lot of businesses will take the content and make it portrait but depending
where you're standing in the frame.
I'm sitting down now in my chair, in my office, but this wouldn't
work if I was moving about.
If I moved all the way to the left and I did portrait mode, you'd have to make
sure the software that you're using will track you where you're moving so I still
think they're 3 separate pieces of content and you change them and do a little bit
of stuff to make them fit in the right way for the platform that you're using.
And then, you might think this is cheating, but the signature
video PS Oh, and I call it PSL.
Alright, so I always refer to it as PSL.
Portrait, Square and Landscape.
So I'm going to say PSL a couple more times during this.
I needed to point that out.
Portrait, Square and Landscape, PSL.
And then we want to do the same thing with captions.
So we can create another free piece of content, PSL with captions.
And you might think, well most of the platforms auto generate the captions.
That's true, but you can do burnt in captions and burnt in captions
means that the file itself has the captions embedded in the video.
So it doesn't matter what you did with that video.
The captions would always be there and so PSL with captions means just that
auto generate captions are slightly different from the platforms because
they it adds kind of on top of the video the actual video itself wouldn't
include those captions, the auto generated ones, unless you burnt them in.
So Signature Video, PSL with Captions is another 3.
And then we want to talk about snippet video.
So I say, when we talked about Signature Video and I said five to
fifteen minutes, I reckon for every 5 minutes of content that you create,
you could create a snippet video.
This is like a 1-minute video.
I go with one minute because of YouTube Shorts, but you could
expand on that a little bit with some of the other platforms and our
Instagram Reels now is 3 minutes.
So snippet videos are a way to extend the value, create more value from this
piece of content and I say for a 15 minute video 3 different snippets,
you could get from a 15 minute videos.
That would be valuable.
Now if you use something like Opus Clips.
So Opus Clips is one of the sponsors for TubeFest, which is not the
reason why I'm mentioning them.
But if you come into TubeFest you'll be able to meet the guys that run Opus Clips.
But Opus Clips is a piece of software that will take a long
form piece of content and create 10 short-form pieces of content from it.
Now, I think with a 15 minute video, I don't think all those
10 are going to be useful.
I think definitely 2 or 3 of them.
If you're doing a podcast episode, that's different because you're
gonna have like a 45-minute episode, sorry, a podcast interview.
You can have a 45-minute episode, where you'd probably be able to get
10 separate little clips out of that, and they'd be all really useful.
But I think with a short 5-15 minute signature video, I would
say you could get 2-3 and.
PSL them up.
So think about this one.
You got 3 videos, snippet videos, portrait, square and landscape and
then the same 3 portraits going landscape with the burning captions.
That's 18 piece of content.
And again, you might think isn't that cheating?
We're just adding the captions and not.
Look When you're creating this content and when you test it out, you want the
most different varieties of content to be able to publish it, test it
and see which ones really land in.
So you might find that the portrait one with the burnt in
captions works much better than the landscape one with auto generated
captions or vice versa or whatever.
Yeah.
The point is having the flexibility of all these pieces of content, you know,
you're not going to just post them once, once the episode is out, or once you've
created your long form YouTube video.
You're going to use them throughout the year.
So it's worth putting in this effort and honestly, using something like Opus Clips
is a really quick and simple way to do it, but it's worth putting in this effort
now and having that available later on.
The worst thing I see people doing is they create a piece of
content and they don't reference that piece of content ever again.
It's like they've they publish it on YouTube and then it's
like they just forget about it.
But you've got to keep feeding the algorithm, feeding the platform a
new audience and remember, if you're growing an online audience or your
local business, whatever your audience changes every couple of months.
I would even say every couple of weeks, really.
And so as you build that audience and the audience changes, they're
not going to have seen the video you've done six months ago.
So being able to reuse that content and refresh that content with these
snippet videos is a really great way just to keep feeding an audience to it.
The next thing then, this episode will go on forever if I go into so much detail.
So apologies, I'll fly through some of these now.
So the next couple.
Image quotes 1, 2, 3.
That's 3 different image quotes PSL.
That's 9 pieces of content for that.
So again, what I'm looking for there with image quotes is I think about
the snippets and I think could you create an image quote that was less
than about 30 words probably more in the lines of sort of 10 to 15 words
of something that you've said that is compelling within those 5 to 15 minute
signature video and for the most part.
I think you can now Obviously, when you're using that for content, you would add some
copy and add a bit more context to it.
But I've now seen like on TikTok and Reels, people have been using image based
posts with content in the caption that is going viral so that it's helping use
a bit of audio around it or whatever.
And there's either image based posts or image based carousels.
That are being used instead of videos.
So it's definitely worth it.
Imagine you've got all that content you've been creating all that.
Now you can reuse it as the algorithm changes their focus and allows you
to do some of this stuff as well.
So image quotes are one of those things.
And so I've got 1, 2, 3 PSL, which is nine pieces of content.
And I'm cheating a little bit here because I'm also saying you can use an
image carousel, 3 of those from those 3 pieces of content that you create.
You might have a carousel that, if we're using an image quote that's 10-15
words, maybe, you might have a carousel that you take the 1-minute video,
which is probably going to be about 100 words and use that to, you know,
make a bigger version of that quote, give more meat to that piece of content
that you're saying in that 1 minute.
And I've seen this use loads as well.
And you might have a call to action at the start and have a hook at
the start for your carousel and then go into the piece of content.
So image carousel is another 3 pieces of content.
Then the thumbnail; now the thumbnail is one of those things
that people don't really think about as a independent piece of content.
But here's how we use the thumbnail.
So we will take the thumbnail.
We will put it on this podcast episode Actually, I think Kris, my VA, who does
this stuff for us currently, she creates the thumbnail for the podcast, she creates
a separate thumbnail for the blog post.
But I don't know, depending on what it is, like we've got a style for the
podcast on YouTube and we've got a style for the podcast on the blog post.
Actually, I think we're probably going to start changing that
to focus on the blog post one.
I think having the episode number on the thumbnail when I was looking
at these the other day I was like, I don't think we need to do that anymore.
So we're probably just going to have one thumbnail that works across all of them.
And so I've only listed this as one piece of content, but you can
use that for so many, many things.
So the blog posts, the featured image for the blog post, you can use it for
the thumbnail of the actual video.
And then you might use that as a piece of content that you share when it goes
out on socials as well, so it's multi use thumbnail, even though I've only
listed it 1 piece of content because it really is only one piece of content.
Then, the blog post itself.
So we use something called Descript to edit our podcasts.
Descript, the link is in the show notes.
It's kingofvideo.co.uk/go/descript, D E S C R I P T, just so you know, and Descript.
For anyone who's used Descript for a while, you've probably got the
same pain I have around Descript.
I really love it as a content repurposing tool, but it can be a little bit clunky.
If you've used Adobe Premiere or Final Cut or some of those sort of
rock solid pieces of software, and I'm saying they're rock solid knowing
that they crash a lot as well.
It's not like they don't crash, you know, these editing tools.
But Descript, I just find, can be a little bit clunky for general stuff.
So I want you just to know that is the case.
I don't want you to go and Oh, Matt's recommended it and then get
there and you're like, Oh, why is it a bit clunky here and there?
It is, but you know, when we started using it, we replaced 5 different
tools when we started using Descript.
With that one tool and for me, that is way more valuable than just a little
bit of clunkiness here and there.
I think as you get using it more and more, it makes it a little bit
easier and things like studio sound..
Look, this is not a descript episode, but I just I wax lyrical about it because
I really do love the software There's a thing in there you can do where if your
sound is not great and probably these episodes because I've reset my computer
recently, probably need studio sound enabling and there's just a little tick
box and you say studio sound and it uses AI to make your sound sound brilliant.
So it's little things like that that are just wonderful about that software.
So, and the reason why I wanted to mention Descript is because when
we drop it into Descript, the first thing it does is transcribe the video.
So you get the transcription, you can then clean up that transcription
and then you can export it as a Word document, as a Word document or
some other kind of format like that.
And you can use that to create a blog post.
All of the stuff I've taught so far, except for maybe image carousel and image
quote, is available in Descript so that you can just go out and start editing it.
I'll probably use Canva for image quoting and image carousel.
So you create the blog post, that's another piece of content.
Again, it's a multi use piece of content really.
But we create that, we embed the YouTube video itself in
it so people can listen to it.
If you go to my King Of Video website now and with the podcast, you'll see
the podcast episode embedded as well.
Every blog post has a YouTube video, the one for this episode that goes
on our YouTube channel, the blog post itself, which has some detail
about it and the podcast episode embedded if you just like audio.
So all of that happens as part of the Descript process and then I've
got the transcription as a piece of content as well because you
can use that for various things.
Then, of course, you could take your video content and create
a podcast episode from it.
Now, obviously I'm doing this with this podcast because it starts as a podcast.
Even though you know, we're filming it.
So it's technically a YouTube video first.
But we can then save the audio.
So in Descript, you can do save audio as mp3 And you've got a podcast episode.
The thing that makes this a better podcast episode is that I'm thinking
about the audio listener first.
A lot of the time when I see videos that have been repurposed to podcasting is
they've not considered that a lot of the things that they talk about don't work
so well for audio only or vice versa so.
What I'm saying there is, if you're creating podcasts out of existing
content, just know that some of the stuff, like when you say 'oh look at
this on screen' just like I did at the start of the video when I said my hands
were you know, the sides of the videos.
I know that those people that are listening are not
gonna be able to see that.
So I have to point out, if you are watching this on YouTube, you'll be
able to see it because I'm thinking about creating the podcast first.
So just a little side note, really, to know that if you're creating podcast
episodes, but you're filming them, make sure you think about those things as well.
So a podcast can come out of that.
That's another piece of content.
And then an audiogram.
So an audiogram is a bit like a snippet video.
That we talked about before but you create this is these little wave
forms they're called and it's like the audio bouncing up and down.
Anyone as old as I am, you'll remember the old stereos that used to have all
the bars along the side of them and they bounced up and down as the audio
And the different frequencies, change.
For anyone that's young, you will probably not remember that unless you're
into some kind of sound production, then you would see that stuff anyway.
But also actually, as I'm looking at my episode, I'm looking at the
sound level of my actual microphone.
It's similar to that.
So these bars go up and down as the frequency of the audio changes.
And what they've done is they, the, software like Descript, they've taken
that concept of the audio and the frequencies and the levels that, it
actually creates like a nice visual effect and they've made it into videos
that you can say so they're called audiograms because they have the captions.
They have the bouncing of the audio signal.
And then you can post them as well, but I just really don't
like I used to love them.
But I really don't like them now because I'm like, well, why would
we post an audiogram with that stuff when we've got the video?
Why would we not just use the video because the video is
more visual than an audiogram.
But I suppose you could just listen to them with the captions
or read them with the captions.
But again, I still think the video is a better option.
A shout out to anyone that used to have Winamp.
Does anybody remember Winamp?
Let me know in the comments on YouTube if you remember that.
Winamp used to have these little effects that you could add in.
It was like a visual effect and it would create an audio, what was like
the visual effect of an audiogram.
And that was like in the 90s, early 90s.
I love that stuff.
Anyway,
I digress.
So, to summarize this up for you and just kind of make you think about this
now, I'll give you the numbers here.
So we've got signature video PSL, which is 3 pieces of content; signature video
PSL with captions, another 3; snippet videos 1, 2, 3; PSL and captions, that's
18 pieces of content, believe it or not.
Image quote 123 PSL, which is 9 pieces of content; image Carousel 3;
thumbnail 1, blog post 1, transcription 1, podcast 1, audiogram, PSL is 9.
And that is a total of 47 pieces of content.
My numbers should add up there, 47 pieces of content from one signature video.
Now I mentioned in the last episode, imagine if you did that for every video.
Oh, and by the way, creating all of that content is a few hours of work, right.
So my va does this wonderful work and gets that done And I reckon we're
talking three to four hours total.
She's going to disagree with me.
If in the show notes it says Matt's wrong and it actually takes me
ten hours, she can let me know.
But I think it's three to four hours of content of focus work on
that piece of content, depending on the length of the video.
And that's why when I talk about the signature videos
being five to fifteen minutes.
Of course, everything changes with the length of the video.
So the amount of time it takes to edit, the amount of time it
takes to create the content.
So sometimes we have to put these boundaries around it because
otherwise, anything we say is wrong.
You know, like, It's 45 minute video would take much longer to
repurpose and to edit in the first place and to create the blog post.
So 5 to 15 minutes, I think 3 to 4 hours is a good amount of time to be
able to create all of that content and then imagine doing that once a week,
so you've got filming the episode, repurposing the episode, maybe you do
that in an afternoon or maybe a full day when you're getting started and
then you've got all the content, all that content for the next week I think
that's pretty pretty damn good and that would make you kind of relentless.
A little bit like Gary V style, your content would be everywhere
if he was using all that content.
Speaking of your content everywhere in the next podcast episode, I'm going to
wrap this little mini series of episodes up with the content promotion framework.
So what do you do with that content?
How do you get that out there?
I've got a spreadsheet.
I'm going to just go through the spreadsheet in really a little
bit of detail and explain how you take all of those pieces of
content then and use it to promote.
And actually, if you put these three things together, signature video,
content, repurpose in framework, content promotion framework, you've got a
strategic ecosystem for your content that would bring in more sales and leads.
And I think that's the most important thing here is having a strategic
view of your content, right from that signature video, that one video
that we're creating to create a relentless promotional ecosystem.
All right.
That's it.
My name is Matt Hughes, King of Video.
Don't forget to head to thecreatormeetup.com to
see this workshop in full.
And I will see you in the next episode or you'll hear me in the next episode.
Bye.
Bye