EP 13 How to Create Multiple Pieces of Content from One Recording

We got a great listener question from Amy asking about the process for creating multiple pieces of content from one recording. We are huge fans of this. It is something we learned from Gary Vaynerchuk, but we’ve seen it work again and again across multiple shows and brands.

In this episode Tiff and Christine teach the basics for repurposing long form content into multiple pieces of social media content.

“Everyone’s dancing on TikTok right now whereas a few years ago everyone was dancing on Vine.”

Tiff Tyler

Topics covered:

• (3:04) How to schedule your recording time for max benefit
• (9:03) How to repurpose long-form content for social media
• (17:20) How many pieces of content you can get out of a single recording

Links mentioned:

• Tiff Tyler
• Christine Baird
• Aspiring Podcast Hosts – check out the Think Like a Producer Membership Group

Subscribe to the Podcast!

Many thanks to our production team

• Worthfull Media for audio editing
• Mosaico Productions for video editing
• Amela Subašić for artwork

Transcription of this episode:

(auto-generated, please forgive typos)

Christine (00:04):
Welcome to Think Like a Producer podcast. I’m your co-host Christine Baird

Tiff (00:09):
And I’m your co-host Tiff Tyler. Being in the podcast industry, being in the content creation industry. This is what we learned, and this is how you can get out of your own way and get started.

Christine (00:20):
You name it. We’ve probably done it. This podcast is about bringing all the wisdom to you. Tune in weekly, to learn how to think like a producer.

Tiff (00:32):
Great tag team, getting it all done. My levels are okay. Great. Yeah, you sound good. Okay. Happy Thursday. Welcome to this episode of think like a producer. I’m so excited because yet again, we are answering a question directly from our Instagram. Please, please be sure to ask us questions, but this entire show is based off of the questions that Christine and I get every week, every month, every year from clients directly and from you directly. So we appreciate answering this question directly, coming in from Amy, Amy sent this into us and she access, how do you capture and, uh, sort of batch release episodes and content, you know, because obviously we’re all, most people are recording, maybe one podcast a week, four podcasts in a month, possibly 52 podcasts in a year, but they don’t just want to have 52 pieces of content. They want to be able to break that down into multiple pieces and they also don’t never have to record every week out of the year.

Tiff (01:31):
So this is something Christine and I pay special, special attention to because we obviously have our own podcasts, but we also consult other clients on this too. Everything is about saving you time. Everything is about helping you out in this kind of way. Number one, what I want to talk about today is about pretty much listing out all of your ideas and thinking ahead, when it comes to your content creation. So if you’re someone who you don’t have a podcast right now, you’re thinking about starting a podcast and you’re like, I kind of have an idea of what the podcast is going to be, but I don’t really know each episode what I’m going to do, Christine. And I spent a lot of time weeks, possibly over a month, maybe a couple months just talking about what we wanted the show to be how we were going to record the episodes, but also the different ideas.

Tiff (02:16):
We just spent hours talking about the questions that we get from clients. We wrote these things down, all in documents. We had, we shared on Google drive, basically a big doc that we just listed multiple things out. And as we started to capture more ideas, we started to capture more themes. We broke things out into different pieces. Okay. This might be more of the emotional intelligence side of showing up. As a producer. This side might be more of the technical side. We talk about cameras and audio and different things like that. So we broke it up into different pillars and that even allowed us to break things down more and have more ideas when it comes to listing out and capturing ideas ahead of time. So if you’re thinking, okay, how do I do more and more and more in least amount of time, have these idea sessions brainstorm, and then give some feedback.

Tiff (03:04):
If you are studying a show by yourself, who can you talk to about this particular idea and see if it resonates with them? So think about that. If you’re getting ahead, you want to capture, you want to be in bulk, bulk, capturing list. These things out, come up with themes, come up with pillars for your episode. Uh, and then I’m going to pass this over a little bit. Cause the second idea that we had for this was for you to pretty much get ahead when it comes to recording, but I’m going to let Christine talk about that because she is the master at not only getting ahead, but staying consistent with your scheduling.

Christine (03:36):
Oh, thank you so much. This is me taking Instagram videos of us recording while recording. So it’s truly hanging on every word. Don’t worry. All right. So scheduling is actually something I am very passionate about. Not because it’s like something that’s gone horribly wrong for me. And so I’m terrified of messing up. I actually just really love being organized and scheduling. Like it brings me so much joy. I’m the kid who was like organizing the kitchen junk drawer as a child for joy. So scheduling to me as a joyful thing, it’s a super, super helpful way to make sure that I’m getting the most out of my work sessions, whether that’s recording or whatever I may be doing. But today we’re talking about recording. So when you talk about scheduling in the realm of making sure you’re making the most of your time and knowing that you’ve got the very best content you could, while recording, you want to think about how far out do I need to look to make sure that today’s recording session is covering everything we can possibly get recorded.

Christine (04:41):
As you know, if you are recording even just audio, but especially if you’re recording video, it takes some effort to get everything set up, right? You’re setting up your microphone, your laptop, you’re putting your phone on silent. You’re clearing your schedule. You’re making sure everything’s charged. And the lighting’s good. And if you’re doing camera work that you feel camera ready and that your cam – So there’s enough going on that you want to make the most of the time. And if you are in the producer role, or if you’re in the host role and you have a pretty busy schedule, you also know that each one of those recording sessions is very valuable time. That is a hard one. And so you also want to make sure that that recording time actually covered everything that was ready to be recorded that day. And the reason I say it that way is because as you know, we’re all human beings, we’re not machines.

Christine (05:31):
And sometimes you might set up a recording session and just realize once you’re there, I am not in it today. I am tired. I’m stressed out. My mind is elsewhere. I need a break. So it doesn’t mean that like every recording session just has to be like a smash hit home run, best thing I ever recorded. However, if you schedule yourself properly, you can set yourself up to have more often than not really high quality recording sessions. And if you leave it up to fate and chance and you just wing it, it’s less likely to happen. Okay. So now that I’ve given my true feelings, let me just kind of break down what that could look like. So scheduling for Tiff and I on think like a producer looks like we’re usually recording content at least a month ahead of time. So the content we’re recording today, we’re actually probably not going to release for another two to three weeks.

Christine (06:19):
And ultimately our goal would to be actually maybe four to six weeks ahead. Now that is going to look different for everyone. But the scheduling piece of making sure that the content you record can get batch edited and batch produced and kind of broken down into multiple pieces, comes from you being willing to say, okay, in four weeks time, we want to do this piece content. Whether it’s a YouTube video, a podcast episode, an Instagram post, maybe it’s all three of those things. And more scheduling things means you’ve looked down the road for weeks and you’ve thought about, okay, here’s what we have coming. Here’s what else is going on in the business of the brand? Here’s what we might want to be promoting or coinciding with this other thing happening. Okay. So today we’re going to record X, Y, and Z. Those are all going to be used at this date, this date and this date.

Christine (07:09):
And knowing that we have this goal to post, I’m making these things up, right? Insert your own schedule. But if you have a goal to be posting an Instagram story, every single day related to a certain part of your show or an Instagram post every single day, then you’re going to need to look down the road and be like, okay, this is the only day we can record this week, but we actually need to create, you know, 12 pieces of content to cover dah, dah, dah, dah, dah, dah. And you won’t know that if you haven’t looked down the road and actually committed to a schedule, it’s very easy to show it to a recording session and just say, whatever’s on your mind and be inspired and be like, that was awesome. Bye done for the week. Well, Tiff and I can both say being on the post production side of things, it’s the worst for your editors and your producers, or if you are the editor and producer, you know this, when you get back the recording and it’s missing half of what you actually need, because you’ve looked at the schedule and you’re like, I can’t have access to the talent for another week.

Christine (08:10):
And I actually have to fill all these pieces of content. You just don’t ever want to be in that position. So scheduling how much content you record in each session is so valuable to make sure that you have enough content for the next foreseeable future, until you can record again. And that the content you’re recording coincides with the calendar and your goals and the topical themes that you’re going after. Now, there is of course more we can say about this, and that would be more of a personalized session that we go through with our clients. But in general, we wanted to give you the idea that scheduling the content you record on any given recording session will pay huge dividends in making sure your whole team is set up to produce the content that needs to go out between this and your next recording session.

Christine (08:59):
And it also allows you to do some forethought and think about, okay, what do we want to say in this piece of content? Even if you’re a big fan of winging it, I’m still going to say the content is going to be better. If you talk about it beforehand and you’ve had the schedule and the forethought. Well, yeah, actually we might want to put out this content sooner than we thought. So let’s record it today and give ourselves that option. Okay. This is a little bit of a passionate ramble, but Tiff, what else do we need to know about making sure that you can use your content wisely by batch recording? It,

Tiff (09:31):
Of course. So we talked about making lists. We talked about recording schedules, getting ahead of everything, recording in bulk a little bit. And now we’re talk about when it comes to breaking down the smaller pieces of content to market your podcast or your show. If it’s just on YouTube and maybe not on audio, the great thing about this is Christine and I have become experts at this. And so it’s sometimes a little hard to talk about because we, it works differently for everybody. That’s what I mean to say, every show has its own vision has its own audience has its own engagement. So Christine and I, having worked on the same show, I think it took, it took me probably about a year, but it took us a little bit of time to understand the vision of the host, right? And once we understood the vision of the host, I learned how to break down a 90 minute piece of content into five, 10 pieces of smaller content that will go across Twitter, Instagram, Facebook, maybe even small YouTube stories, all these different things based on what I know the audience is going to resonate with, you’re just starting out.

Tiff (10:33):
So my biggest advice is you’re listening to this last part, really of our kind of like three pieces of advice here is to think about what you love the most, right? What resonates right now with you when it comes to your podcast, until you start to get more feedback from your audience, but during the recording, if you’re not the host, if you are listening in, you’re a podcast producer, there’s a chance that you might be in the room and there’s a chance that you might not be in the room because it might be a virtual podcast based on the state of the world right now. So if you are in the room, what I used to do, what Christine should do is we would actually kind of be right next to the audio recording. And we would actually, if we heard something really cool, like, Oh man, Christine just dropped the amazing golden nugget about worthiness.

Tiff (11:16):
We would write down that at five minutes, 13 seconds, uh, you know, worthiness, promo. This might be something that we can pull in, you know, pull out 60 seconds and post this on Instagram now, because this is going to be something that’s going to help promote the longer version of the content. That’s. If you’re in the room, that’s what we would do to save time. We’re in there. We’re looking at the timestamps and we’re writing down little pieces of content that came to us. Like this might actually be something that people in the audience will resonate with will make them want to listen to the fuller episode. If you are not in the room, which is probably more likely, then you’re most likely either going to be, if you’re not, we can watch live because some people are recording through zoom and they’ll have their producers on and they’ll just take their video camera off, not make it visible.

Tiff (12:00):
And you can listen to key words. If something happened in the first part of the interview, you’re like, Oh, that was a really good golden nugget. What was something, one or two words, three words that really resonated with me that I want to take a note and say that that might be something that we cut out in post-production that might be a good nugget for Twitter. This is to say during recording, what saves us a lot of time. If for some reason you’re not able to listen to the recording while it’s happening live, and then it’s possibly going to be in your post-production when you’re watching interviews back. Just kind of thinking of those little pieces that stand out. Now, there is, this is a lot of information. So I want to make sure I break this down to pieces. There’s a possibility that you are the person who is the host and you’re the person who’s editing.

Tiff (12:42):
So most likely, if you are cutting this out yourself, then there really shouldn’t be too much of a, um, a gap between what you want to come out in social and what you don’t want, you know, and what you want to kind of keep in the full episode. If you’re having a hard time picking those pieces, because you are alone, you’re editing by yourself. You don’t have a lot of feedback from other people. That’s what I kind of said from the beginning, choose what you like the most. Don’t get too precious about what needs to be the perfect 60 seconds to get people, to listen to my full episode when used to be the perfect 15 second reel. The great thing about having a 30 minute episode, a 45 minute episode is that you can cut that into so many pieces of content that you don’t need to just put out.

Tiff (13:24):
The week of the episode. There’s throwback. Thursdays is flashback Fridays. There’s Sunday fun days. Like you can put out the content for every episode, as much as you want to to get more and more people to listen to the episode, go to the platform, watch it on YouTube. So I just want to make sure that if you are a solo person, you’re cutting these things out. Don’t get precious with it. Pick whatever works. If you’re working on a team, this is a different piece of advice. So Christine and I went through and kind of broke down the 12 different, uh, roles that we would suggest if you were had a podcast team. And we very specifically had at the top of this team, the visionaries, we talked about the producer, the pretty much the show, the show hosts and talent booker, because those three people at the top really need to be able to kind of get that vision and what we want to promote about this podcast down to the rest of the team, the editors, the designers like this, letting them know what exactly it is that we want to create.

Tiff (14:23):
And if you’re starting out with a new team, or if you hired somebody new, this is going to take a little while for them to understand the vision because everyone can listen to one podcast. You can have 10 people listen to one podcast and take away 10 different things, right? We all have a bit of a thinking process. So if you are someone who might be the producer of a podcast, you might be the host of the podcast. This is where, where I was talking about taking timestamps, finding keywords that really stand out, um, whether you’re listening live and doing it through the audio timestamps, whether you’re listening back and kind of coming up with a few things that you really liked about the show. This might be this typically is something that the producer does and gives those notes to an editor, to the audio editor, to the video editor, to anyone who’s making the marketing, the social media, because it’s a little bit easier for the producer to hold that vision in that creativity and translate it down to the creative process. Now, after a while, like I said, I started off like for people that I work with, they had to tell me what resonated most with them. And then I was able after a while to take it over and I really didn’t need as much feedback, they would watch it, they would review it, but I was able to pull the nuggets based on that particular person’s vision and what they wanted, their creative. What do you call it? Christine, their creative process.

Christine (15:38):
Vision?

Tiff (15:38):
I know I just said it so many times.

Christine (15:41):
I know, but it’s like the word. So just keeping using it. Just works that okay.

Tiff (15:45):
So I just, I just, I want to make sure I point that out because we know that we have an audience of people who are doing it on their own. We have an audience of people who have a team and really truthfully, I think most people don’t understand that as producers, Christine and I were picking the content that was going to go out across all marketing. The editors were not picking this content at all. This was us at a higher level picking which pieces of content was going to work best because it was our job to make sure that from start to finish this episode and all the marketing, all the promotion all flow together. So if we gave too much control to all the different, the 12 different people on the team, if everybody had a different opinion about different things, it’d be very hard to get anything done.

Tiff (16:27):
This is where a producer truly comes in. So to the theme of our show, to the theme of think like a producer, this is something you get to to understand that. I think, like I said, I think most people don’t understand that from the top. If you’re at the, you hear the producer, you’re helping with the recording, you’re helping with the theme. You’re helping pick the guests possibly. You’re also helping pick the social media content. So it all flows together. But like I said, timestamps very helpful picking particular phrases that work really well. And then testing, let yourself put up three different pieces of 15 second reels and let them kind of save three different things and see which one the audience decides to share like comment. The great thing about marketing is that it continues to grow. It continues to change. Everybody’s dancing on TikTok right now where, you know, a few years ago, everyone was dancing on Vine. Everything, just a, you know, but there are certain things that resonate with people.

Tiff (17:21):
It could be comedy, it could be inspiration. It really, it’s not really so much the content, it’s the parts that you’re picking and catering to the audience of what they want to see. I hope that that helps Amy was such, such a good question that you access. And we were really excited to go over this piece of content, how we, how we get ahead, how we plan out our episodes, but also how we cut up different pieces of content for the show. The last thing I want to say in, and I’ll throw it, you Christine, for anything that you want to wrap up on here, be sure to, if you have a 30 minute episode, don’t be afraid to literally have 10 to 15 pieces of content from that 30 minute episode. And what I mean is you might have three pieces when you first put out the episode and then two weeks later, or maybe even a week later, three pieces that might have been parts of what you already posted or something totally different.

Tiff (18:13):
But Christine and I, we, as we recorded this episode, we had three different parts that talk to you about right. There’s three different topics that I can cut out of this in 60 seconds and post on Instagram. And then whichever one worked the best right out of most three, then I’m going to focus on that part of the episode. So let’s say out of all of this Christine talking about scheduling and getting ahead was what worked best. Everybody liked it, engaged with it on social. Then all of her part of this episode, she went for about eight to eight, probably about eight minutes. Just on that. I now have possibly eight different pieces of content I can cut out of hers, whether it’s a minute, whether I choose to make it a little bit longer and do an IGTV, you’re always experimenting. But I would say don’t be afraid to continuously cut and give the audience what they want.

Tiff (19:02):
And like I mentioned, a month later from when this podcast goes up, I’m going to do some throwback, Thursday, some flashback Fridays, I’m going to repost some of the things that work and I’m going to let people engage even more because in a sales and marketing world, everyone is not going to see that post, that one post you put out, everyone won’t see it. So it’s okay to repurpose content posted two to three times to let people know what you’re up to let people know about the episode. Don’t get precious. Once it’s in that Instagram feed, it gets thrown down very, very far Twitter, the same thing. So it’s okay to repost some of the things that really helped your audience learn or grow or whatever the theme of your show is. I am done with my rant, Christine. Um, is there anything else you want to say? Thank you again, Amy, for asking the questions or anything else you wanna say to Amy or anyone’s listening about this particular topic?

Christine (19:52):
Yeah, I think there was so much juicy, rich, valuable how to information given today. I mean, I know that I gave part of it, but even listening back to Tiff. So if you guys want more of this kind of episode of this is just the meat and potatoes of why you’re here, let us know. We’re always happy to go deeper on this. Um, we’re going to weave in all the other pieces, but let us know if you have more questions like this. Absolutely. Send us a message on Instagram or shoot us an email, or just leave a comment over at worthfullmedia.com on the show notes, because we really do want to know if you guys need more on this now, just to give you another resource, if you want personalized feedback from Tiff and I about your actual workflow for your show, that’s the reason we created the membership channel to think like a producer channel, which you can see the link in the show notes, if you want to join so that we can actually give you one-on-one personalized feedback in that app.

Christine (20:46):
So our paid members, monthly membership, and that’s what will help us help you on a more specific level. So if you’re looking for that, definitely join the membership channel and we can give you personalized feedback and kind of help you get a really strong template or flow for your production team. Thank you so much for listening. It brings us so much joy to answer your questions. And of course the best way to support the show is to share it with other people who are doing what you’re doing, who need this information. We have so much experience that we want to get out to more people, but you really are the ones who are going to help share the show and make sure that the people who need the information find it. So send it to a friend who you know, is in the same industry, or maybe thinking about getting a show, going, leave us a rating or review on Apple podcasts, subscribe to our YouTube channel. It’s where we have a ton of fun and you get to see all of the visual effects of us recording this show. Thank you again for listening or watching, and we’ll see you on the next episode.

Christine (21:47):
Thank you so much for listening to this episode of Think Like a Producer. This has been a Worthfull Media production. Massive thanks to our team who makes the show possible. Worthfull Media for audio editing, Jorge and Veronica from Mosaico Productions for video editing and effects and Amela Subasic for our amazing artwork and graphics.

Tiff (22:10):
If you want to learn more about how to market, monetize, and grow your podcast, we have a membership group where you can get more access to us and feedback on your show. As a special bonus, you get free access to Christine’s DIY, do it yourself, podcast course when you join the group. Check the link in the show notes for more information.