🤹🏻♀️ Content Multiplier Method To 30x Your Content 😌
You can't scale when everything's manual because you will get burned out. What you need is an automated content multiplier method. The key? Video. Host Adrienne Hill comes in as a guest in the "Summit Marketing" podcast to discuss how you can turn one video into 30 pieces of content. If a picture's worth a thousand words, a video's worth a million, and you can convey more in a shorter amount of time. What you can do is do a live video. Get its transcript. Then paste the text into your blog. From the text, you can get numerous snippets to share on your social media platforms. If you are eager to know more, listen to this episode!
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🤹🏻♀️ Content Multiplier Method To 30x Your Content 😌
I'm so incredibly pleased to introduce you to my esteemed guest, Adrienne Hill. Adrienne, welcome.
It's so nice to be here with you. I'm excited about this one.
We're excited too. I'm going to tell our readers a little bit about you just so they know who’s our guest. Adrienne Hill built a career in Corporate America, managing multimillion-dollar launches for Fortune 500 companies. She now channels that experience into helping new and emerging entrepreneurs build the skills, structure, and systems they need to create six-figure businesses.
Adrienne is passionate about helping coaches, course creators, and network and affiliate marketers make the smartest use of their limited time while building their income to the point where they can make their business their primary focus. When she's not working on her business, you can find Adrienne hiking, fishing, traveling, or having outdoor adventures with her husband, adult children, and her golden retriever puppy. Let's welcome again, warmly, Adrienne Hill.
This is such a fantastic topic. Let's be honest. We all spend the majority of our time building our businesses on social media, don't we?
We sure do.
Without the marketing piece, it doesn't happen. This is foundational. This is a really great topic. I'm excited to dive in with you.
That topic is the content multiplier method to 30X your content. That's got me curious. Let's do that. This is so much about marketing. What are the marketing strategies that are working right now for people to generate new leads on social media?
What I see working the best right now and the great news about this answer is this is so foundational that it's working now but it will continue to work as well. It's not a flash in the pan strategy that's here and gone. It's a fundamental strategy. That's the good news. What I see working best right now is a mix of attraction marketing and value-based marketing. If you're using one or the other, you're going to have success but if you figure out how to bundle the two and pair them up, that's when things get big.
Social media is all about millions of people begging to feel seen, heard, and understood.
Marketing strategies that are working now involve attraction marketing and value-based marketing. Let's dig deeper into what each of those is. First of all, for our readers, what is attraction marketing?
I don't know about you. This, to me, feels like one of the most overused words out there yet the least understood at the same time. It's because tons of people tell you that they're teaching you attraction marketing because they know it's a popular term but they're not. It creates a lot of confusion. Let's unpack that and get the confusion out of the way because it is a very overused word yet critical. You do have to get this right.
Attraction marketing, at its core, relies on the power of curiosity. If what you're sharing generates some sort of curiosity, where it grabs someone’s attention, it grabs their interest, it speaks about an outcome that they want or a future state they want to live in and it talks a lot about what that is but not how to get there.
If you give them the what but not the how, naturally we'll raise some questions in the audience's mind and you want them asking questions. You want to plant that seed of curiosity. You want them asking questions because what happens is we all know that social media algorithms, regardless of platform and where you spend the most of your time, reward interaction and engagement. It could be likes, comments, sharing gifs, sharing emojis. It doesn't matter. If someone's engaging, it gets boosted in the algorithm.
That's fundamental across all platforms. There are certain types of engagements that might get more or less power in the algorithm but engagement in and of itself is foundational. If you're creating questions in the mind of your listener, viewer or follower, they're naturally going to say, “Tell me more. How does this work? Where can I find more information? I'm curious.” It gets them commenting and interacting, which boosts algorithm, which gets more eyes and comments on it, which boosts the algorithm again. It's like this wonderful self-fulfilling cycle of engagement but it only works if you create curiosity, create questions in their mind because that's what makes people want to engage.
I love how you related to creating curiosity. That's an important question that I always put in front of myself because we want to always be curious. The more we're curious, the more we're learning about those that we're marketing to. When we learn about them, we can better help them because we know more about what their pain points are and what their aspirations are and everything in between and we know how to market to them. Why we're here is to help you market better to your audience. That's attraction marketing. What is value-based marketing? How does that differ?
Value-based marketing is something you can layer on top of attraction marketing. In fact, you should. Value-based marketing is getting into the mind of your viewer or your follower, your listener, and speaking to both. I'm going to talk external and internal. On the external side, you speak to the wins that they want to be having. A win is something that people can see it happening. People can say, “Look what that person did.” You want to help them avoid failures, things that people can see and go, “Look what happened to that person.” Those are the external things, the wins and the failures.
If you can speak to those wins that they wish they had, for example, if I was talking to two entrepreneurs about some of the wins you want, you want tons of engagement on your posts, videos and content. Likes, comments, tons of engagement, people having conversations even. If there was full-on conversations happening in the comments and it wasn't arguments, we're not talking about arguments like people trolling you. We're talking like good engagement.
The conversations are the key of it all.
Content Multiplier Method: Attraction marketing, at its core, relies on the power of curiosity.
Conversation is key. Conversation is currency, in fact. Imagine for a moment, all of a sudden you start applying this attraction marketing and value-based marketing and every single post you make, you're tracking the average number of likes and comments. It's getting up in every single post, personal business doesn't matter, starts having 50, 60, 70 comments and likes. Not only would that make you feel good, like, “People are finally loving my stuff,” but everyone can see like, “Look at all this stuff going on, on Karen's post.” That's a public win. A public failure is people go to your timeline on whatever platform you're on or your page and they see all these posts with no engagement at all.
That's an example of external wins and failures but then you also need to learn to speak to the internal, the fears. Internal negative is like a fear but an internal positive is a want. If you can learn to speak to the very secret and private failures, fears, wins and wants that your audience has, what you want to do is create this feeling where people start reading your posts or watching your videos and they find themselves thinking, “I was just thinking about that the other day. It's like she's in my brain. How did she know that?” That's what you want them to think. Here's the magic thing that happens. We all, as humans, have this fundamental need to feel seen, heard and understood.
That's what social media is all about. It's millions of people begging to feel seen, heard and understood. You help them feel seen, heard and understood. The understood part is key. If they find themselves thinking, “Every time I see their content, it's like they're in my brain. How did they know that I was talking to my husband about that the other day? How did they know that I was talking to my coach about that?” What happens is they start thinking, “They understand me better than anyone else. It can probably help me more effectively than anyone else because they get me.” It's easy to make someone feel seen and heard.
The challenging part is making someone feel understood. It's the internal stuff that you have to address, the stuff they don't say out loud. This is what I would call the foundation of value-based marketing. Let me give you a little example. If I was talking about content creation, what I see a lot online is like, “Does content creation feel difficult to you? If you'd like to feel easier, click here.” It falls flat. You're speaking to a pain point of content creation being frustrating but there's not a whole lot there.
If I say, “If you would love to have more engagement on every single post and video that you make so that your entire network can see how much value you're bringing. As a result, you get more clients begging to talk to you, hitting you up in the DMs. After you sell them your products, they're actually thanking you for selling it to them because it's finally giving them the transformation that they want. If you want your content to do that, comment below and I'll let you know how.” It lands totally differently.
That's brilliant because none of us want to be that icky salesperson. When we're doing it the proper way, when we truly are caring about the people, our listeners who are listening to us then we're going about it in all the ways you described. I love how you talk about the importance of both the external and the internal, as well as the linkage between value-based and attraction marketing. When we do that well, it isn't selling at all. It's helping. They'll recognize that you're the one that can help them. That's where the conversation begins and a potential enrollment that gets taken offline.
It feels different to you as the creator. It'll automatically feel more authentic to your heart.
It has to be authentic. If it's not authentic, people are going to know it.
The minute you start thinking through the other person's failures, fears, wins, and wants and speaking to those, it'll feel authentic to you but it will also feel attractive to them.
The minute you start thinking through the other person's failures, fears, wins, and wants, speaking to them feels authentic to you.
All these things that you are mentioning are so important. It's also why when I'm working with my clients, I spend whatever we need to get into and really dig into the minds of that client's ideal prospects or ideal client. You know how to market them in both an attraction and a value-based way. You did mention that all of this works, no matter what platform you're on and there are so many platforms, how does one decide? We did talk about this a little bit in another interview but we also have to hear things multiple times for things to sink in. Sometimes when they're said in a different way that can actually truly be understood. You said confusion. Confusion leads to inaction. Where should people be, all these platforms online? Where do you recommend?
I'm going to answer it in two different ways. The first angle I put on that is the good news is that good marketing is good marketing and it'll work no matter where you put it. Once you build that fundamental skill, you can apply it anywhere you want and it's going to work. If you found yourself jumping from platform to platform and being like, “I'm not getting the results I want from Facebook. I need to try Instagram. I’m not getting the results I want on Instagram. It's time to try Pinterest.” If you’re platform-jumping and not getting results, it's probably your marketing that needs to be fixed because good marketing is good marketing. It'll work no matter where you put it.
That's the first answer but the second answer is it depends on who you serve. Who is your audience? Who is your perfect or ideal client? Depending on how you answer that question, if your ideal client is a corporate professional, I would recommend LinkedIn. If your ideal client is a young person in their twenties, maybe Instagram might be better for you or probably even TikTok. It depends on who you're serving and where more of them are hanging out. Good marketing is good marketing. No matter where they are, you take those fundamental skills now of attraction marketing and value-based marketing and put them in the place where you think they're mostly hanging out and it's going to do wonderfully.
We know that confusion leads to inaction. Now that you're clear, all you need to do is find out where your ideal clients are hanging out and truly go through the whole demographics of who they are in addition to the whole emotional journey that we've been alluding to here. Do people need to create content for their marketing every day or every week? What are your thoughts about that, Adrienne?
I get this question a lot of like, “How often should I be creating content?” I have multiple answers. It's a complicated question. The answer is, it depends on what kind of systems you're using. I'm a systems girl. I teach skills, structure and systems. To me, it depends on the systems you have in place. System is such a vague word. Can we unpack that a little bit? Are you okay with that?
That's a great point because I was interviewed on a live show and someone asked me what are systems. I was taken aback but there may be many listeners here who don't know what systems are. Let's do that. What are systems? Breaking down into the most fundamental is very helpful to eliminate that confusion.
Let's make sure we're all talking about the same thing. Number one time I see confusion come into play is when we're simply not defining terms. I love that. Let's dive in. To me, a system is a repeatable series of steps that you execute to get from point A to point B. They could be manual steps in a process. It could be automated steps in a process. It could be steps that are completed through an online platform. It could be steps that are completed physically in the space you're in. It depends. Most simply put, it's a repeatable number of steps that you do over and over from the point that you start, whatever your process is, to ending that process.
Bringing it back to what you were talking about with the internal and the external in the value-based marketing, bringing them from those places of fear that we all have and we've been in and still go into from time to time, taking them all the way out to what are their dreams and their aspirations, their aspirational state. That process is where we build a marketing system. There are marketing systems, aren't there?
Yes. I do want to revisit how often you should be creating content but before we do, I want to talk systems a little bit more because, Karen, I loved your example. That's perfect. When I sit down to write a post or to come up with a loose idea for a live video, I systematize that process. I say, “What's my end goal first? What's the thing that I want to sell or that I want to talk about? Where do I want to lead my traffic?” Sometimes it's leading traffic somewhere, making a sale or wanting to connect in the DMs but you have to know your endpoint first, which most people don't realize.
Content Multiplier Method: Conversation is key; it’s the currency.
That’s where you always start. You might not end up there.
You start with the outcome that you want and then I say, “Based on that outcome, now I'm going to systematize thinking through what are the failures, fears, wins and wants I want to speak to, jot down all my notes, all my thoughts on that and then I know exactly what to say in that post or live video.” It's a systematized process of preparing to make a post
We have another speaker who talks about frameworks. Adrienne's given you a framework to create a marketing system to create a phenomenal post for your ideal client.
Let's unpack that a little further. That's a very manual system. It's me sitting down and maybe writing things in a notebook or something. You could do that too. I use a lot of automated or semi-automated systems. We're all here because we're business owners. We're here to grow our revenue and our businesses. If every single thing we do is manual, your income is going to be extremely limited because there's only so much you can do as one person.
You can't scale that way.
You can't scale when everything's manual. You will get stuck. I call that the manual hustle. The hustle and grind. I hate hustle. Goodbye to hustle.
That leads to burnout and frustration and where a lot of entrepreneurs stop. They stop and never get beyond.
When it comes to coming up with the ideas themselves because you do have to get into the heart and the mind of another person, that part should be manual. Going through the failures, wins and wants, you can't automate strategic thinking. That part has to be manual. From that point on, a whole lot of the content creation and scheduling and posting process can be automated or semi-automated. It should be or you're going to go crazy. I want to save your sanity.
From the moment that you have the seed of the idea of what you want to talk about, what kind of content you want to create, just know that what I do and what I teach is to systematize and automate or at least semi-automate a lot of the rest of that process. There are different levels or depths of automation you can go to. I have the content multiplier method that we're talking about here. At its core, I teach you how to take 1 video, turn it into 30 pieces of content across 9 platforms in 5 days. Even that statement on its own creates a little curiosity, doesn't it?
If a picture's worth a thousand words, a video's worth a million, and you can convey so much more.
Yes.
How do you do that?
We've got our elephant ears on now because you're making our lives a whole lot easier. We want to get more.
I'm here to tell you that it starts with some manual strategic thinking but a whole lot of the rest of it is either automated or semi-automated. That's what allows you to create so many pieces of content. If you're using the simplest, more of a beginner system, you could go through that process once. Depending on how often you're posting, 30 pieces of content to you might last an entire month or it might last two weeks, depending on how many times you are posting a day on average and on which platforms. Anywhere from once every couple of weeks to once a month. I've systemized my content creation process so thoroughly that I create content twice a year.
I affectionately refer to myself as being nerdy. I'm a huge nerd. I started by creating content twice a month and then it was once a month and then it was once a quarter and now it's twice a year because I've nerded out on it so hard. That's how I am. That's why the answer to how often you should be creating content is complicated but the simplest answer I can give you is it depends on how thoroughly you've systematized and automated the process.
For people who may not be as familiar with automation, what are ways that we can automate? Mention some simple ways that we can automate more specifically.
I go into all of this in the method that I teach but I'll give you guys a few of the highlights that even if you just actioned them now, it could make your life twenty times easier. Let's do that together. One of the things I love to do, is go through the failures, fears, wins and wants exercise. Come up with a topic you want to speak about and do some live video around it. Video is key because if a picture's worth 1,000 words, a video's worth 1 million. You can convey so much more in a much shorter period of time. People get to know you faster through video. When we first started this interview, I was a complete stranger to most of you. How many of you feel like you know me a little bit now? If I was to randomly call you on the phone, maybe you'd want to talk to me. I'm a real person.
That's the power of video. You can't develop that kind of rapport through posts alone or even stories or reels. Video is so powerful in that way. If you film a video, it doesn't have to be long. Maybe it's three minutes. Take that fear out of there. We're keeping it simple, guys. Just be you. From that one video alone, one of my favorite hacks is I upload it onto a website that allows me to get a transcript of the video. Usually, it'll spit these out for $10. You'll get it in an hour or two. It's not like it's a super expensive thing to do. Now that you have that transcript, you can copy the entire thing and paste it into your blog and you now have a fully written blog. Who here struggles with blog writing and you're like, “It takes me forever?”
Content Multiplier Method: A system is a repeatable series of steps you execute to get from point A to point B.
One of our most valuable resources is time. What do you write about?
That saves you a ton of time but also, the reason the transcript is a huge part of what simplifies this is there's going to be a lot of cool things you said throughout your video. Even in this interview where I said the key to attraction marketing is curiosity. We could pull that out as a quote, turn that into a quote image and get shared across whatever platform you want or you could copy and paste little bits of that transcript and that becomes the inspiration for the copy and the post that you're writing. When you get a transcript, even a three-minute video is going to be paragraph upon paragraph of copy. If you're speaking to failures, fears, wins and wants, it's going to be a good copy. Now you grab little snippets of that and it can become a dozen different posts. It can become 4 or 5 emails if you want. Use that copy all over town like it's going out of style. That's one of my favorite hacks.
That is great advice. A lot of times, I'll ask the question, for people who want to take what we've been learning here and put it into action immediately, you've already learned it all. Hopefully, you've been taking great notes here because Adrienne is dropping all sorts of wonderful frameworks and information to guide you on taking action. There are no excuses here. There shouldn't be any excuses for taking action and making some great social posts for your business. Finally, how do they go about leveling up their business and getting to the point where they can systemize content creation like that? You answered that question. Is there anything more that they should be doing?
We can only go so deep in an interview like this. Can I talk about the gift?
I want to remind them to. You already talked in the early part of this, how it's so important that we talk about the whats and inspire that curiosity probe and pull that curiosity and how it gets answered in our programs. That's what we teach. Entrepreneurship and multiple 6, 7 figures in a business, it's a journey. We don't get there overnight. That's where we help with the coaching and the accountability and all of that. Let’s talk about the free gift that you have for our readers.
If you guys are reading this and you're realizing that maybe the one piece that you're missing in terms of feeling like you have a good work-life balance in your business, how much time you're investing for how much money you're getting in, if you're realizing that systematizing content creation is probably that missing link for you. Clearly, we've talked about what to do, not really a whole lot of the how because that's the foundation of attraction marketing. If you guys want to learn the how, I have a free challenge. It's totally free. It's called the Content Multiplier Method. Over the course of a week, I get into the nitty-gritty of the how. The transcript was a little teaser of that's part of the how.
There are twenty other nuggets of gold throughout this challenge where I literally unpack exactly how I do this. I screen share, I show you guys how to use the tools I recommend. A lot of them are free, by the way, which is super cool or very inexpensive. I will show you the how of how to turn 1 video into 30 pieces of content. By the end of it, a lot of people, by the time they get to the end of the week-long challenge, they've already planned out anywhere from 1 to 3 months worth of content. It's a fun challenge to be a part of. I invite you guys to join us so you can learn the ins and outs of how to multiply your content and maybe get a little bit of breathing room back in your business.
That sounds like the perfect gift for our readers. Thank you so much for providing that for all of them. I could talk to you all day long. I loved it. Even the first time that we met, we had such a great conversation. You're a fellow Midwesterner. I love that.
Karen and I clicked right away. We're on the same wavelength. She teaches some really good stuff. You guys are in good hands with Karen. I'm excited that you included me in this. I know that this audience is going to be a good one. I can't wait to interact with all of you guys and answer any questions you might have and join the fun. This is great.
Thank you. We come from similar backgrounds too, the corporate backgrounds with structure and all that but then have been both successful as entrepreneurs as well. Is there any final thought, Adrienne, that you would like to impart to our audience or that you feel inspired to impart to our audience?
I would encourage you to soak in the goodness of these interviews. Set aside the time to watch them. Even if you're binge-watching right. These types of sessions are so valuable especially if you're jotting down notes and taking action right away. Many people watch an interview like this or training like this but then they don't take action. If it's just entertainment and you're not taking action, your business isn't going to move forward. This would be my advice, pick and choose the 4 to 5 speakers that spoke to you the most and take action on what they taught you. If you try to take action on everything, you're going to get overwhelmed.
Pick your top few that you know, where you're like, “This is for me right now,” and take action within a week of the conclusion of this and then take action on whatever it is that Karen does with you after the summit. I noticed that she had some amazing activities planned. She's good. Link in with what she's doing and take action because without it, it's just entertainment and you're not going to grow. I would love to see so many people coming out of this being like, “This was the catalyst that did it for me.” That's when it gets fun.
That's my intention. Thank you for your kind words. You're every bit as phenomenal. You are a top expert when it comes to systems. There's no other. I hope that everyone reading will join Adrienne's challenge and get what they need from a marketing perspective. Get online, just start because what she said is gold. I'm going to repeat it. Taking action is so important and to do it within the first 24 hours because there's a push-pull that happens energetically. I don't mean to sound woo-woo but it's very true.
If you take what you read and intend to put into action and actually do it within that short period of time, you will be responded to in a favorable way. Let's be with that. Yes. With that, thank you again, my dear new friend, Adrienne. I appreciate all the value you've offered to our audience. Make sure you tune in for other interviews to come and always have your pen and paper ready to take dubious notes that you can take action on in a minute. Thanks again for being here with us. See you soon.