Content Factory

We’re gonna cover the content factory. So whether you’re an entrepreneur, you’re an agency, a solopreneur, or you have a whole team, how are you gonna create lots of content at scale? I’m gonna show you the process that we use to create thousands of pieces of content and the tools behind the.

On how all these pieces fit. So here we go. You guys know about the one-minute video when you produce lots of one-minute videos and you boost it out there for a dollar a day. You’re getting lots of exposure, you’re getting a lot of attention. But how do you put those things together into a cohesive strategy?

You may have heard of the three-by-three grid, for example, where we have three why three how, and three what videos. Therefore, you have. Three stages of the funnel, top, middle, and bottom in the funnel where the winner stays on, you have these greatest hits. We keep making more and more why, how, and what videos.

Right? Top, middle, bottom in the funnel. But let’s go a step further because a lot of things have changed and the last few years since you’ve seen dollar a day in one minute video, and the shift is this. There are long-form videos such as podcasts and webinars, but there’s also a lot of short-form content.

In these little snippets that are stories, Instagram reels, moments, hero shots, other kinds of short form content. So how do we bridge all this, all these different kinds of content, all these different networks. Here’s what you do. Think about something that you are knowledgeable in or something you want to be known to be knowledgeable about, and I want you to create an outline with 10 topics.

Think of this as just something you put on a notepad. What. 10 things related to your product or service, and you wanna write a book around that or do a podcast around that, whatever it might be. You have these 10 topics of five minutes each, and then that is going to create a one-hour video. In this one-hour video, you are going to then run into descript.com.

To chop it up into lots of little one minute videos to transcribe it, to take out the ums and ahs to figure out where the different chapters are, and now all of a sudden, you’ve got a whole text of a book, you’ve taken this one hour video and turn it into a book. Now if you want to take a step further, you’re gonna run it through Jarvis.

AI Jarvis AI is an AI tool that will take content that you have and extend it, make it larger, amplify it, take out mistakes, be able to write it so it’s catchier, put headlines against it, write intro, outro, copy, write sales copy against it, and then this allows you to create more and more of these little snippets that you’re then gonna repurpose into blog posts into on WordPress, into the Facebook post.

Into social media, like Twitter, posts on Instagram, TikTok, into all these other kinds of channels. So at the strategy level, you have something that you wanna be known for. Like how do you help families repair relationships? For example, whatever it might be, something that you want to write a book on record, that one-hour video.

Descript turns it into text. There’s a feature inside Descript that allows you to actually take the video and the audio and it’s called overdub, and actually turn it into words that you didn’t say, which is really kind of cool. It’s deep faking for audio. jarvis.ai extends that even further. You could even take a copy.

And have it go back and forth between Jarvis and Descript. You haven’t heard of these tools. It will change your life, and there are so many other tools that are competing with a descript or competing with a Jarvis ai. Then if you want to be able to turn it into an actual book, you could use this other tool that I like, I’m not an affiliate, for these guys.

Your designer can literally take that video and turn it into a whole new book. You can take this output and then you can put it inside Learn dash. in WordPress. So it’s automatically now a course that’s broken in the chapters. You can load it up into cajabi. You can use, think if you can use any of the ClickFunnels, even all these other formats of different courses.

So here you have a book, here you have a course, and then whatever your favorite podcasting tools are now all of a sudden, You’ve taken this long-form piece of content, which literally took you just an hour of your time to record in the studio on video, and now you’ve got tons and tons and tons of these little social snippets.

You have blog posts, but you have long-form content at the same time. Now, the reason why this is important is that everybody now has a book, a course, and a podcast. It’s like the new business card, right? It’s the same way that people know as part of their personal brand because people buy based on those relationships and they don’t trust the big brands quite as much as they trust word of mouth.

They trust what their friends have to say, the production of one of these assets. Whether it’s a course or a book or a podcast, I believe is now standard. And it’s almost like there’s pollution going on cuz there are so many people now that are publishing their books that it’s almost like if you don’t have a book then you don’t have this kind of authority.

So think about the authority that you would have and the benefit to your business of having one of these particular components. If you knew that you could produce this for about $250 to $300, even if it was just you. Because if you look at what you have, you only have to produce this one-hour piece of content.

All this other work is done by tools and processes. And this is the thing that really just blew my mind, cuz I thought, oh my goodness, I know I’ve always wanted to write a book on Facebook ads. I know I’ve wanted to write a book on how do you hire VAs or how do you manage people or how do you do whatever it is.

You have multiple books inside you. And what we have found is that a lot of people, once they write their first. That’s sort of breaking the ice and they realize there are actually four or five other books that are inside of them. So if you take what Chandler Bolt has to say of self-publisher school, the same kind of thing.

Sit down, and record this one-hour video. Look, if you don’t wanna sit down and write and all that super easy 10 bullet points around this particular topic, now all of a sudden you have all these other components. Now, what happens in the middle before you get all these outputs that are on the right? Are all these other kinds of tools?

So let’s talk about what some of these tools are and see which of them are inside your stack and which of them are things that maybe you wanna consider adding to your stack before going absolutely crazy and, and, and a tool sort of frenzy. So first off, if you don’t have workers in your content factory and it’s just your first step, go to Fiver, go to Upwork.

Get someone on fancy hands, hire a virtual assistant on online jobs.ph. When you have these people that are in your factory processing your content, you’re the architect. You have other people that are in the factory that are basically assembly line workers, you can use our training. So if you’re in DM Labs and you’ve seen our other training dm, we have processes on exactly what virtual assistants are doing.

You can take the templates that we already have inside Digital Marketer to get this content edited and. and turned into assets over here. What I like to do in addition to Descript and Jarvis, which are the main two to be able to edit this, this text is I will run through like hemingway.app. I will run through different WordPress tools.

I like to use Infusionsoft. That ties in with Meum, which integrates here with Learned. There are lots of other tools that you can use like social media monitoring and cutting up these different kinds of clips. But I think the most important part, more than all the different tools that I’m mentioning is the process of a VA who is doing the video editing, right?

So even though you can chop this stuff up into different components in Inside D Script to be able to take this long-form video and pull out these different clips and be able to write headlines against these components. Require some kind of virtual assistance. So really this part and the content factory is more about the process than technology.

So your ability to produce this content and make sure that efficiently it’s able to go through is really dependent upon having strong project management. So using a fiber or an Upwork or a Fancy Hands or other system is key in managing these different workers. Now, when you have these different components, Now you’ve got lots and lots just from this one-hour recording.

You’ve got lots of these one-minute videos, lots of these that are chopped up into 15-second stories and snippets. This is when you start to apply dollar a day. So you know that on Facebook or on Twitter or on other networks, you’ve got content that you are putting out there organically, right? And we know that now it’s a pay to play a game.

So if I know I’ve got this Facebook post and I put a dollar a day against, . So I’m spending $7 cause I’m putting a dollar a day against it for seven days. There’s probably a 10% chance that I’m gonna find a winner, and I could take the same piece of content, and put it on Twitter for a dollar a day. So $7 over seven days, and it may or may not win.

And I’m gonna try the same thing. Maybe on Instagram. I’m gonna boost the post. Maybe I’m going to go to YouTube and I’m gonna spend $7. Maybe I’m gonna try it on Snapchat, which is a $5 minimum budget. So I’m gonna spend say, $35. Maybe. I’m gonna try it on TikTok, which is a $20-a-day minimum budget. So maybe I’ll spend 140, which is a little bit.

Maybe I’m gonna go to go to LinkedIn, which is a $10 a day budget, and I’ll spend 70. So when you’ve published all this content across all these social networks and you’ve boosted it, now you’re letting the machine do the work for you instead of trying to fight the algorithm. We know that the algorithm that drives ads based on objective base bidding and the algorithm that drives engagement in the different feeds on LinkedIn, Facebook, Twitter, TikTok, Snapchat, and whatnot, are really the same thing.

So we’re on the same. We’re gonna find the best items out of here and put that into our greatest hits library, and that’s how we have these very best items, right? You might have hundreds of items that come from a single video, so now let’s create a second book. Let’s create a second course. What’s some related topic that you can create something else on?

And let’s create a third. . And the beauty is once you’ve gone through this the first time, and let’s say you spent anywhere from $300 to maybe a thousand dollars to be able to run one project all the way through here, let’s do another one. What are other things that are tied to your business that you wanna be known for?

Is it because you are a doctor? Is it because of your personal brand? Is it because of your love for your family? Is it because you’re a strong agency? Is it because you love Torchy’s Tacos in Austin? Whatever it. That you want to develop expertise around that builds your authority. Do a one-hour webinar on this and think about many other things that you can do.

In fact, every time you have a podcast, let’s say it’s a topic that you don’t even know a lot about. Invite someone you know who is an expert on that, and you can turn that podcast episode into an ebook. That ebook was chopped up into different pieces. You can see probably like right here on d. They’re turned into social snippets, turned into blog posts, turned into YouTube videos, and you can go even further than that too because once you’ve published a book, you can submit that to places like free ebooks.net, which is a domain ranked 73, where you can submit this for free to a million people a month that are coming to sites like this.

And now you’re able to get SEO power because these sites are linking. You can get an ISBN number and run it through Kindle Direct Publishing. So now it’s on Amazon available for sale, and you can be a bestseller in a sub-category, like a low competition category, so you can declare that you have a bestseller.

Funny thing, I have a friend who does legal digital marketing, so for lawyers, teaching them how to do SEO and PPC, and he’s been able to build his whole career as an agency by saying that he has the number one bestselling book in digital marketing for a. And I remember when he published that book, he had all of 10 people buy that book, but because there was so little competition in that category, he was the winner.

So think about the perceived authority that comes from literally just dominating the niche that you’re in. By having a course, by having a book, by having a podcast. And then by bringing all the other people that are experts and having this be enriched. It doesn’t have to be just a one-hour podcast. It could be five one-hour episodes or 30-minute episodes with other experts that you can run through this process and then turn into these different snippets.

Now that you have these snippets here and you have these greatest hits that you initially tested for a dollar a day, you’re then going to put $10 a day against these particular winner. You’re going to tag the other people. Could be clients, could be employees, it could be partners, it could be other organizations.

You’re gonna tag them in these ones that are proven to be winners and continue to amplify it. And this is what you’re going to have as your evergreen machine. Once this is working your greatest hits, your very best three of each of these and three different levels of your funnel. Now you have a winner.

Now you have a content engine that’s continuing to produce leads, continuing to drive people all the way through, and then. Able to get off of being stuck in the content calendar. Most people, they’re stuck on the content calendar because they have their October content, November content, and December content, and they’re constantly having to produce more content.

But the beauty is you produce something around a topic. A topic is timeless. A topic is something that you know, people will resonate with your stories. They’ll resonate with the expertise. This will always continue and now you can focus ironically on instead of just producing a lot of content, you’re producing content strategy.

Because now you’re thinking, what’s something that could be really awesome on this topic? How do I find the different angles based on why, how, and what? And how do I figure out what channel’s going to work? So this gigantic Rubik’s cube, if you will, gets resolved when you put this content out here, and then you realize, you know what?

I didn’t realize it, but on LinkedIn. A certain category of targeting or certain, you know, the persona is resonating on LinkedIn against this particular type of how video, right? Because when you know what is the right message to the right user on the right channel, that’s something you can say, you know what, I’m gonna put $10 a day against that.

I’m gonna put $50 a day against this. We did this for Infusionsoft and we, I think we had a hundred different one minute videos and I said, you know what? I think this one’s going to be the. And other people said, no, I think this is gonna be the winner. And you know what? We were all completely wrong because of the hundred videos that we made.

It was some random video that was just plain, but it wasn’t funny. It wasn’t really clever. But that was the one that won. And we put 1.3 million against it, and that’s the thing that drove the most leads. So this is really a smart testing strategy. So if you look beyond the fact that there are all these different processes with VAs or all these different tools that you can use, which can look overwhelming, the.

We are taking something that we wanna be known for, that anchors to our product or service, and that works for agencies. It works for e-com, it works for solopreneurs, it works for local businesses. We’re chopping up into these components and the reason why strategically this works is that we’re now allowing the engine to be able to decide which particular ingredients are.

When you have long-form content that you put out there and you post a 40-minute piece on YouTube or a 40-minute piece on Facebook, it doesn’t allow the algorithm to figure out which of these particular components should absolutely deserve to rank or should be able to get the most virality. Thus, you can’t boost one component of a whole system.

You have to break out these little. Put little bits of money against it. And so lots of little one-minute videos of 15-second videos at a dollar a day is how we are gonna find winners. And the cool thing is when you find a winner, odds are if it’s winning on Twitter, it’s probably gonna win on Facebook.

It’s probably gonna win on YouTube. On Instagram just by being repurposed. And now you found something that’s really awesome and you create more and more things around it. What we found is in the last year or so, because everything, the whole world has shifted into digital. , this content factory is something all of us need to do.

We need to be thinking about how do I spend 5% of my time creating this, you know, five per I need to focus on this 5%, which is creating the content, and then the 95% is all the other people that are doing the work, right? If I wanna work on my business instead of in my business, I need to figure out how I need to spend all my time.

And have other people that are in the factory doing the factory work. I don’t want to be a factory worker myself, but I do know that if I need to be able to compete and play with all these different networks, if I know I need to produce a piece of authoritative content, I need to have this machine that’s operating.

So I hope you found it valuable. I hope that you will put in place some of these particular components. If you have not learned about the one-minute video if you’ve not learned about dollar. I’d encourage you to press stop right now, study those components and then come back here. And then how do you eat an elephant?

One bite at a time. So I would love to see what your feedback is on what components of these you are already putting in place. This is what we found has worked best for us, but certainly, there are many ways to be able to get this thing done. But regardless, we know that there are lots of ways to process, distribute and repurpose.
Here is a link to our EEAT Strategy Guide