The Content Recycling Method

80% of our agency leads come from referrals.

The other 20% comes from our content marketing.
 
Here’s the system we use for turning one screen recording into 4 pieces of content.

1. Install and set up the screen recording software Loom on your computer
   

2. Start with filming a piece of “how-to” content via Loom - here is an example (This can be any novel way you do things that helps your target customer)
   

3. Once it’s recorded, you can copy the entire transcript from Loom by selecting “Transcript” then “Copy”
   

   

   A screenshot of the transcript from the Loom I filmed

4. Open ChatGPT (select the 4.5 model) and paste in the following prompt (don’t hit enter yet):

   “You are an expert direct response advertiser specialising in creating social media content on IG & TikTok for marketing managers and founders between 28 and 50 who work in businesses with revenue between 2 and 50 M.
   
   Your goal is to develop a short-form content script that uses the following formats:
   
   - Hook > Problem > Agitate Problem > Product Intro > Feature/Benefit > Bad Alternative > Results > CTA
   
   - Hook > Product Intro > Failed Solution > Benefit > Features/USP > Benefit > Demo > CTA
   
   Consider the following:
   
   - The goal of the hook is not to sell the product.
   
   - The goal of the hook is to grab attention. Our customer is not on their feed to watch ads, so we must say something that speaks DIRECTLY to the target audience.
   
   - You can phrase hooks in many different ways: 1st person, 2nd person, 3rd person, questions, statements
   
   - The hook should read to be no longer than 4 seconds. It can be shorter
   
   - This is a piece of social media content, so the visuals need to be engaging to keep people watching
   
   - Crazy/exaggerated visuals often perform well - especially ones that emphasise the value propositions of the product or service
   
   - These visuals will be shot by creators on their iPhones
   

   - While you can (and should) propose more ambitious shots, remember that we do not have big budget production crews or special effects available to us.
   
   - The person editing this content will only be using CapCut
   
   - Your visual hooks can either be Aroll or Broll
   
   Here is the source material to build this from: ”
   

5. Paste in your transcript from Loom underneath the prompt and hit enter
   

6. You’ll get a set of scripts to film using your cell phone

7. Use this final prompt to get a written post that can be used as a caption and long-form content piece:
   
   “Turn this into a long-form written piece of content for LinkedIn.
   
   The post headline must contain the most important reason to stop readers and be less than 200 characters.
   
   The remainder of the body of the copy needs to be associated with the transcript from Loom.”

Consider the scripts and content that ChatGPT produces as first drafts for each platform.

You’ll need roughly 2.5 hours to film and rewrite the content.

At the end of the process, you will have 4 pieces of content:

• One written LinkedIn post + Loom

• One video Instagram post

• One video LinkedIn post (Republish the same video you used on Instagram on LinkedIn)

• One TikTok post (Republish the same video you used on Instagram on TikTok)

Here are the results of each:

1. LinkedIn video post results

2. LinkedIn written post + Loom results

3. Instagram post results

4. TikTok post

In terms of total time invested, this took us 3 hours from shooting the Loom to turning it into the content you see above.

The best part is that you can do this for any old Loom or written content you haven’t turned into video yet.

P.S We’re doing this on social accounts that have < 150 followers, so at scale for larger accounts, you’ll see this pop off even more, as we’ve seen with our clients

Compromise

A lot of financially successful people have this trait.

They're willing to give to get.

I've worked with a bunch of folks that don't seem to get it. Like cutting off your nose to spite your face, they will pass on something that will benefit them, if it means that I would benefit too.

I think it's a scarcity mindset. Where if I gain, then they think they lose.

Take this example: We used to have personal trainers at our gym that contracted themselves to us. They paid rent, we gave them gym access and clients.

A year back we introduced personal training packages, a discounted price for members to get a taste of working with a trainer before fully committing.

We split the revenue from the package sales 60:40. The trainers got 60%, we kept the other 40%. Essentially they got paid, to get leads.

Yet some of them didn't want to do it, because they couldn't see past our 40%

As a business owner that seemed nuts to me. I've never been paid to get leads, but that sure would be nice. I'd never turn that offer down. "Hey we'll pay you $150 for every lead we give you as long as you do 3 hours of work for them and you keep 100% of what you make from on the back-end"... "No thanks, not if you get $100".

Maybe I should have wrote up a wee note like this, to help them see why that doesn't make sense. But then again, it's an emotional thing more than it is logical, so it might have just made matters worse.

I've agreed to share the spoils hundreds of times over the years. And I've happily taken the lesser amount on many occasions. And I'm no altruist, it just makes sense.

Take my gym again, I've never been the highest paid person in the business. Right now I'm sitting 3rd on the compensation table out of our 6 employees. And I'm happy to do so because I know long-term we all win more by me taking less now. I've also gone many pay-days without to make sure staff get paid, same thing again, a compromise that everyone gains from.

In civil contracting I've heard a similar mindset helps when dealing with variations. Variations are things that happen on a job that you weren't made aware of during the tender process. You can either go back to the principal and ask for more money to cover the cost of those surprises, or you can take them on the chin. Guess which approach wins you future contracts for work?

When you sit back and look at it. As long as you don't let yourself get walked over - which I've done in the past. It doesn't take many smarts to realise that compromising is the better approach.