Why I'm moving to YouTube #31

Season #2 October 04, 2024

In this episode, Deb Szabo focuses on the benefits of long-form content, the power of YouTube for business growth, and shares her streamlined content creation process that maximises efficiency and reach across multiple platforms.

Timestamp Chapters:

00:00 - Introduction and content marketing strategy shift
03:45 - The importance of long-form content
07:30 - Three key benefits of long-form content
10:15 - Why YouTube is powerful for marketing
13:30 - Deb's long-form to short-form content strategy
20:45 - Leveraging AI and tools in content creation
25:30 - Maximising content across multiple platforms
28:15 - Invitation to Content Catalyst Blueprint course

This episode is for you if you're interested in:

Content marketing, YouTube strategy, long-form content, Instagram Reels, podcast, SEO, content repurposing, video marketing, content creation workflow, AI in marketing

Resources:

CapCut - Video editing software
Kajabi - Platform for uploading podcasts
Perplexity AI - AI tool for content creation assistance
Content Catalyst Blueprint - Deb's upcoming course
YouTube Analytics - For tracking video performance

If you want to develop a comprehensive content marketing strategy, join the waitlist for the Content Catalyst Blueprint program.

https://www.debszabo.com/Blueprint

For those interested in diving deeper into YouTube strategies, sign up for this month's Content Catalyst masterclass and work rooms focused on YouTube growth.

https://www.debszabo.com/membership

Episode Transcript

if you're running a business like me
you know the juggle of managing day to day operations
versus allocating time to do marketing
which brings in the business
now I've recently audited all my marketing activities
including my social media platforms
and in today's episode of Content Catalyst
I'm gonna share with you my content marketing strategy moving forward
now as a marketing strategist and video coach
not only do I understand the importance of creating
content to grow revenue
but I value the power of video in delivering results
yeah at times
it feels like I'm more of a full time content creator
than a business operator and I don't know if you're anything like me
it's always about okay
I've got a you know
make this do this
get that done and before you know it
the week's done and you think
oh my god I've just spent three hours making a real
so here it is it's like one of the things that I just
I wanna share in this episode is after reviewing all of my analytics
um my platform first
um over the last year and a half has been Instagram
and I say platform first is because
most of us generally gravitate to one platform over another
and you know there's many people that are on TikTok
for example and that's their No. 1 platform of choice
and then they'll repurpose content over onto Instagram and vice versa
where for me
um when I
launched this business
I definitely focused on Instagram as my first platform
and everything else was sort of built out around it
now I think what made the biggest difference for me though
was last year I launched a podcast
and I actually put off launching a podcast for quite some time
and the reason why is because at the time I was juggling
you know full time work and setting up my business
so I was working literally day and night every day to
to do all the things you know
like I get up in the morning that extra half an hour so I could create
you know some content
um and so that's why I understand the juggle is real
and we need to work smarter
not harder but I did focus on Instagram and then when I decided to um
launch my podcast
I did so with trepidation and I put it off for about a year at least
uh for the reason that I thought I didn't have time
here's the ironic thing is that once I actually uh
launch my podcast it actually made all of my content uh
process a lot more easier
and the reason why is because I was being more thoughtful
about my overarching topic
now I was considering that in my campaigns and um
themes and topics in the business I was working with
but I wasn't doing it in my own business
um like I should have been
and so creating a podcast for me
really made me look at having that hero theme topic each month
and
positioning all of my content around those content categories of mine
um that work with that hero topic
and by doing that it actually made my workflow a lot easier
and it also made repurposing content
uh so much easier as well
so one of the things in auditing all of my content
I sat there and I went okay
I could spend and I did this last week
I spent 3 I lost 3 hours
I didn't spend I'd lost 3 hours
uh last week making an Instagram reel
now the reason is because I
one overthought it and then I
you know wrote out the script and then I went off and made some dinner
I came back and edit it and um
and then when I edited
I thought I'll just make it a little bit more fancy
and before I know it it was 7 o'clock at night and I was like
how have I just lost 3 hours of my day when in fact
in 3 hours I could have
researched a really good topic that people are needing help with
I could have wrote uh
wrote out my outline
recorded a video podcast and have it all pushed out to 15 different um
uh content marketing pieces in the same amount of time
and I've spent the same amount of time on a 30 second
real like it just didn't make sense
and so my thinking now is I am doubling down on my long form content
and here are three benefits
why
long form content outweighs doing short form content as your platform
first now I'm not saying that don't do short form content
it's definitely very powerful in connecting with our audience
you know like if I look at my Instagram followers
I have a great community on Instagram
I have a lot of conversations in DMS
but the problem is
is that I can spend all that time creating that 30 second reel
and it's gone poof
in 24 hours you know
it's done it's in the feed
it's it's lost
where long form content
has opportunity to stay around for so much longer
and like I mentioned before
in other businesses I work with
long form content has definitely been a focus
and we've had huge results with it
so that's why it made me think
why am I doing it more in my own business
so here are three benefits of long form content
1 you can go deeper with your audience
you can go more detailed on a topic and give more valuable insights
and it also helps to
establish your credibility and your authority in your field
so the more time people spend with you
the more time that you're gonna build
a stronger connection with your audience
and that's No. 2 is higher engagement
so uh
a good piece of long form content is gonna enable you to go deeper
but it's also gonna help you make stronger connections
with your audience and No. 3
improved SEO like that
is one of the biggest things about long form content
is the way that the search engines are getting information
so for example you know
Google's always been the
the number one platform of where people go to look up things
you Google it right where now
we're using our
ChatGPT's and perplexities a lot more to find out information
and all of these AI
programs are scraping the internet for information
the first thing that gets scraped is videos
and I'm seeing this so much more
like I use Perplexity AI every single day
and the information that I ask it
it brings me videos first
then it'll scrape podcast and then it'll scrape blogs
so all of those uh
forms of information that it's giving me is based on
those three long form uh
methods of communication so in saying that
one of the things that I have had on my board for this year was to
have a YouTube strategy and I found that um
you know so it does take a little bit of
different brain power to do YouTube content
um and I have used YouTube for years and I love it
and that's why it was something on my
you know
board of I really wanted to focus on that as my long form strategy and
uh so this month Inside Content Catalyst for example
it's my hero theme it's what we're diving into
I've been working with mentors
to look at what I need to do for my own YouTube strategy
and then also
how I can pass that information onto our members as well
and helping them grow their long form content on YouTube
so here's why I like YouTube
and why it's so powerful in marketing our business
and establishing our credibility
No. 1 it's just it's got a massive reach
like it doesn't matter what you do sell
offer think feel
whatever uh
it's there's an audience for it
so I think there's like two point five uh
billion monthly active users on YouTube
which is just mind blowing
now out of that you think gosh
how do I how do I make myself different out of all of those
you know other creators well again
that comes down to the content that you make
so I know that in the past when I have used YouTube in businesses
it was more about connecting with our current audience
so we would create say a product video
um explaining the product and then put it on YouTube and that was uh
used to drive our current customers um
and members to that product as an explainer video
and it wasn't optimized
like it could have been for the general public
and I'm gonna explain to you a few
things that I've made the mistake of in YouTube in a second um
so you can maybe take on some tips of your own
but when I started to change the strategy on uh
creating searchable discoverable information
um at topics and um content and videos
it absolutely was a game changer so now when I create my podcast
I always video it but I also um
spend the time before I video it researching what people need
so you can have a topic and you know what you need to talk about
however how we actually need to um
record and give it the angle for search
ability and discoverability is very different
and you've heard the words
you know you need a hook and a headline to cut through that well
that's about giving that particular topic
the angle that will help people with what they're looking for
and I give you an example
yesterday I was working with someone on their blueprint
and we were talking about who's in real estate and uh
so what we did was one of the content categories at that they had was
um creating street appeal
now when we went into all the search engines
like we went into answer the public
and we went into YouTube
and we went into Google and we asked perplexity
for example about street appeal
it wasn't resonating
and that's because that's not what people were looking up
they weren't googling how do I make street appeal
what they were looking up was how do I sell my house faster
how do I how do I sell my house fast
and so the the topic that
we were gonna record the video on was about creating street appeal
to sell your
like to get more people to inspect your home and sell it quicker
but if we had have just gone with the topic
and the headline and the thumbnail being um
create street appeal it wouldn't have ranked as high
so it's really important
when you think about when you solve people's problems
it's a really powerful search engine for your visibility
and then you can build trust and credibility
so one of the other things that I'm really fascinated with
with YouTube is their algorithm
it's a really really clever algorithm
and I've had this conversation
with a few ladies in my business groups lately
I'm like you know do you watch YouTube
and they're like nah nah I don't I'm like okay yep
no worries and then I
we were having a conversation about something and they went
oh yeah I was watching this video about blah blah blah and I'm like
was it a YouTube video
and they went it was on someone's website and I went did it have that
and they went yeah it was a YouTube video
so you would be surprised at how many times we actually consume
YouTube videos without realising
we intentionally consuming videos
and now I know this is what's really interesting is that YouTube
from my analytics of um
and I'm talking in Australia here
is it is actually a little bit more of a male dominated um
platform in the way of guys
from my observation
are more likely to sit down and watch YouTube videos
and they'll just watch topics
my son does it um
when I wanna deep dive a topic
I will sit there and consume YouTube videos
and I did that when I was learning video
for example uh
but for a lot of um other people
they're not people that may just sit down and consume YouTube videos
willingly knowingly without
you know like intentionally going
today I'm gonna sit down and just watch YouTube uh
and I'm I'm talking about you know busy mums for example
where we will use it is when we're looking up how to cook
you know a particular recipe
how do you you know do this bow tie
how do you
how do you how do you and that's when we're googling it for example
then a video will come up
we'll click on the video and that video is on YouTube
so my long form to short form strategy looks like this
so I will go in
I know my heroic for the month and then I will look at what are the um
what are people looking up
what are their problems what are their challenges around that topic
and then I will research it
I will then find out uh
what people need to know about it
so therefore I can deliver the content to help solve their problem
and with the hook and the headline to help get discovered
um so they can find out what they need
okay
so that's the first part is the research and then outline my content
then I will go in and I will record my video
which is what I'm doing now
after I do this
I will then go over to CapCut and I will edit my video over in CapCut
now I'm loving CapCut
I just find so many things in there each day that I'm like
that is so good uh
I made a a video about it the other day about
it's replaced 5 different apps now
okay so record my video podcast
I go over to um CapCut
I edit my podcast now then I go to export and I export three things
I export the MP four which is the video
the MP three which is the audio and then the transcription text file
and that will then give me the next step of the process
so once I've downloaded that
I will then go over to YouTube and I will upload the MP four
the video
now while that's uploading
I'll go over to Kajabi and I'll upload my podcast
while I'm doing that I will go over to Perplexity AI and I
will take that transcription
and I will ask perplexity to then create my show notes
with timestamps keywords and keywords are again for discoverability
I'll ask it to um suggest 5 different hooks
uh for the headline of the episode and uh
and then I can take that information
and then I can go back over to YouTube
it's uploaded by that stage
paste in the show notes
I've got my thumbnail and then I'm posting that done
and then I go back over to kijabi
I've got my thumbnail paste in my same show notes done
okay so there's two long form bits of content
then I've asked perplexity if it can help me write my blog
now the wonderful thing about when I do this
because it's using my transcription of my conversation
it knows my tone it knows um
the language that I use and I never copy and paste things from AI
but how well this is doing it now is next level
so I always go in and edit it and give it my you know spin on things
but it's getting so good because it's using the transcription
which is my wording
so then I'll go over and then I've popped it over in a blog
so now I've got three pieces of long form content
okay so next thing I do is then go over to LinkedIn
and I paste that blog over into um LinkedIn
and then I'm also letting people know
that if they wanna go deeper
they can watch the YouTube video or listen to the podcast
so now I've got five bits of content
because I've got my newsletter article in LinkedIn
and I've also posted that
so that's five posts now now while all of that's happening
I then will go over to Instagram and sorry
just before I even get to Instagram at this stage
my video has uploaded uh
is finished um
uploading into CapCut's uh
workspace and I click one button and it creates shorts
so it creates all my short clips of my video podcast
so I did this um
a couple of days ago and it created me 10 beautiful short clips
and they were um
optimized for engagement and headlines and hooks
and topics and things like that
I can edit the um
I can choose if I want it under 60 seconds or over 60 seconds
I can edit the captions I can edit the way it looks
I can trim off bits so I've got full editing power over those clips
but now it's generated me
generally gives me about 10 to 20 clips depending on the information
um I'm I'm okay with less
I would much rather quality of less clips
but essentially I've now got 10 clips
10 short videos that I can now use for my social media
so before I even get over into Instagram with those 10 clips
I can do two things
I can actually download them into a folder and then I can uh
schedule them out on throughout the week onto social media
or CapCut has actually got a scheduler inside
and I can actually schedule out those videos
those short clips of my video podcast directly from CapCut
and that can go out to TikTok
YouTube uh
YouTube shorts uh Facebook
Instagram uh
so all of a sudden I can just do it all inside CapCut
and I've got my short clips out there
so now I've got 10 so up to five
now I'm up to 15 pieces of content marketing
I will then go over to Instagram
I will share a story
talking head video saying hey
I've just dropped a podcast about this topic
here's a link and then the second story will have my podcast
my Apple Podcast screen grab
so it shows what the podcast looks like
and that'll be on the second story
and then I will do a post and I'll pop that into the feed
and then I will also do a live
so you can see how all of a sudden
and with my live
I will again talk about the topic and then I will say
if you wanna go deeper on this topic
go and check out the podcast
so all of a sudden
now I've got 15 to 20 pieces of content marketing across YouTube
my podcast my website um LinkedIn
Instagram Facebook
TikTok um
like there's seven different platforms right there
and to me that's working smarter not harder
and I've gotten it to the point with the help of AI
and this is why I love AI is that I've gotten that down to you know 3
4 hours depending on you know what I'm doing at the time
and I feel like you know that would take hours easily
but now I've got a week's worth of content
easily by spending just a few hours creating that one
hero topic on long form content
I do mine weekly at the moment
but if um if you like to batch up content
batch up your 4 episodes for the month and push it out
and then you can pass it on and outsource it to your team
or an editor or
you know whatever to then get them to do that whole checklist
now if you wanna go deeper and get a long form content strategy
there's two things that you can do
I am about to launch Content Catalyst blueprint
uh as a course
currently you can work 1 to 1 with me
and it's like a full day intensive
to get you a content marketing strategy
what I've then done is actually create an online course
so you can do it uh
on demand and it's a self paced
um uh program now here's the thing
it's while it's not tailored for your business
when you do it as a program
I've actually got AI prompts in each lesson for you that you can um
copy and paste into perplexity
and with each lesson
you'll step through how to define your goals for your content
marketing your darling
your audience your darling your messaging your keywords
your content flow what you can do
what you can outsource your metrics and remember metrics
you know are the king of what we need to track in marketing
because what we measure grows
and um it's really important to do that
it's really important to get a good workflow
so what I've taken you through today it sounds a lot
but when you have a checklist of it all
it's actually quite simple
and
and that checklist I know and if you've got a bit of a spicy brain
you you actually get a bit of a hit out of like
ticking things off the list okay
yep I've done that yep
I've done that yep I've done that and I'll move on
but where I'm seeing the impact
and I was looking at my YouTube analytics going wow
what an impact it's having
just by making a few changes to my content online
if you wanna go deeper onto YouTube um
this month inside Content Catalyst
I am doing a master class
and two work rooms on YouTube to help get you going as well
if you need a content marketing strategy
you can um join my waitlist for our blueprint uh program
so you can actually
get a content marketing strategy for you and your business
so you can work smarter not harder
when it comes to creating content
I hope this episode has been helpful
if it has share it with somebody
and I would really love it if you left a review
it means the world to me thank you so much and until the next episode

Why I'm moving to YouTube #31

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