Podcast

Social Media Content Production, Automation, and Syndication

a little low and thank you for checking out the patrol show about building businesses, bars and brands. My name is Jason, and I got a question that was kind of a whopper. So the question was, how are you able to publish so much content on social media without driving herself? Crazy dancer is complicated, but has a lot to do with understanding who I’m trying to communicate to. What is the best content that I should be putting out based on what my business does, Um, and making sure that I’m automating as much as possible. You know, you really have to build a content marketing machine if you want to not have to pay somebody to do this for you. So I’m you know, basically the only full time employees in my company right now. Um and so rather than spending all my time just tweeting and putting interesting articles on LinkedIn and, um, doing posts on instagram, I decided to build this machine using the technology that exists to automate as much of that as possible. So I actually spend about two or three hours a week promoting my business, which does not sound like a lot to me. Um, you know, if you have a business, if you sell a product or service, then you need to not only work in the business, but also on the business itself. So that seems like a reasonable investment to me. I did this with a relatively small amount of money using the other tools that they used. Like AP Sumo, for instance, it’s really important to understand why you should be using social media, and it took me a long time to figure out why I needed to use social media. But you have to understand that your customers are hiring you or your competitors based on their relationships or the recommendations from other people. So if you’re like a consulting bartender, a chef and entrepreneur, bar or brand owner, you need to be pushing out content that reflects your brand values. Full stop like you need to be communicating outwardly what it is that you do, and that you were open for business. So by putting out content that reflects your expertise or values, you could be recommended by your friends by your customers. Appears your listeners, your readers, but also by Google. So you know a large part of social media is search engine optimization, or seo, which means you’re content is constantly in automatically parsed by Google and other search engines. But Google is really the only one that matters that helps you create authority. This comes with talking about subjects that that you’re an expert on or something that’s consistent with the people that with, like, the brand lifestyle that you’re trying to create eso in order to build this engine. I had a couple of parameters and I had a couple rules based on the life that I want to live. I do not want to be a slave to my cell phone. I do not want to be a slave to my laptop. So I made a few rules around What about what I was going to be willing to do to have a constant 24 7 consistent, um, and reliable social media presence. So my rules are it has to be mobile. I have to be able to create content and syndicated publish content from for my cell phone because I see myself working from the beach. Sometimes I see myself working from anywhere in the world sometimes s so it’s got to be mobile. It must not take more than a few hours a week. You know, I think I was talking about, you know, working in the business versus on the business. Um, I can only afford to spend a couple hours a week working on the business. I and I need to serve as my clients, and that’s where the bulk of my time should go. Also, it has to be fun and interesting to produce. My content is very introspective, and the reason it’s fun and interesting to me is because I get to kind of really validate thoughts and ideas by putting it out there. And it’s yes, it can be scary, but, you know, it is important to throw it out there and see you see how people respond to it. So that’s been really fun and interesting, and that has led to me, you know, being more motivated to actually get up and do it, because before I used to bang my head up against the wall and say, What am I gonna publish today? What is actually important and wise is not just contributing to the clutter. This is It’s become interesting to me because I always learn something when I produced a piece of content. Um, so the content of create is is very specific to exactly what I do. It’s specific to my personality. I am not a photographer. There’s no reason I should be upset about not delivering a composed imagery of delicious cocktails with, um, really thoughtful garnishes. That’s just not me. Yes, I can do that. I could make that happen in your bar, your restaurant, your event, your festival, whatever. What my clients are looking for is experience for liability expertise, and that is not necessarily conveyed in a picture. But what my clients really want to know is that I know what I’m talking about. And then I can solve a problem for them. So this means sharing what I know without pitching. Of course. You know, you don’t really want to go out there and just hard core pitching people because it just turns people off. It just comes off. Sally, put out content that is important to you. That is, that is reflective of your experience and expertise on. People will reach out to you when they’re ready. You know, I wouldn’t expect an immediate response. Although, um, that just might happen if you do this right. So depending on the platform, I’ll ask a question, possibly share a nugget of wisdom from 15 years in the business. It only takes a few minutes Once you get the workflow down. You know, getting this process and getting this blueprint was probably the hardest part for me on. Then I was like, Wait a second. Okay, Now I have a place for all these ideas in a place for all these thoughts, and, you know, that could be potentially valuable for my business. So in a minute I’m gonna go into sharing exactly how I do it. But for right now, let’s talk about a couple of different things. Suspending contact means that you are using the same piece of content more than once. In fact, some of my content I use indefinitely. But some of these things you’ll see that I’ve duplicated syndicated from one platform to another because each of them has a different audience. Each platform consumes the media differently. So you need to be mindful. Mindful of who you’re speaking to on which on which platform and make sure that you are Taylor, and you’re content to them. So I don’t let a single piece of contact goto waste. Each one is used at least a few times sometimes. Sometimes it put it in an evergreen content bucket for for eventual syndication. Uh, I have an idea. I’ll make a Google keep note. Probably note for IOS users. I don’t know. You guys call it. Um, this is usually just a thought that I’m waiting to turn into a mean that thought or that IOS note or that Google keep note, could be screenshot it to become an instagram or Twitter post. But here’s what I do. It s o. I will. If I don’t have the time to turn it into a mean, I will jot it down really quickly and then just get back to it later when it is time to come in and create a piece of content from that thought. So I open up canvas and create an instagram post. Ah, and that usually means a blink white box where I add the text of my thought. I will publish that straight to buffer where it is scheduled for the most appropriate time for buffer. The reason I used Buffer for Instagram is instead of what I’m gonna get into later. Social be eyes because buffer is a little bit more reliable. The social be app is a very it’s just not quite there yet, but Social B. But Buffer is extremely reliable on deck, and I tell it to publish weekdays at about 10 o’clock in the morning, cause that’s when people respond to my instagram post. For some reason. Instagram stories we’re done throughout the day live typically with with specific things that I’m doing or things that I’m thinking about, usually pictures of my kid. Okay, so once it’s published to buffer, it will publish at the certain day in a certain time. I don’t even have to think about it, and I don’t even get a notification. It just goes, um, and then I make sure that my notifications air turned on on my instagram app so I can engage with people if they want to engage with me or with my content. So I set my buffer cue to publish one today had around 10 o’clock. I moved my post around based around holidays, special events or specific occasions, Ah, but the published days and times never change, because that’s when I know my audience is gonna be there based on my instrument business page insights. And so that’s an important to It’s an important thing to look into your thing and find out when people are actually consuming your content. And that’s an example of short form content for long form content like a block post. Our podcast. I get a little Wilder and I used some pieces of software to quote myself and really stretch out this content to get the maximum reach and use out of it. Most of the long form content I produced becomes evergreen, and that will be published in snippets on all channels as strategic days and times. So the same image that that it pushed into buffer typically gets automatically uploaded to my dropbox and my Google photos. I take those images and I put those into a mean bucket in the social be, which will get into a little bit later. It sounds a little complicated, but I assure you, once you get this machine down, it’s a It’s an enormous amount of peace of mind that you don’t have to think about what’s gonna pop up next, you just automatically are publishing. Um, as always, if you have any questions, thoughts or ideas, please reach out to me on any of my social media channels or just pick up the phone. Call me my number’s on all my stuff. So Buffer manages my instagram for now. Um, so what manages my Twitter linked in Google business? Facebook. Um, and that is a piece of software called Social Be Social B is a product I got from 50 bucks online for a lifetime license on AP Sumo. Um, and, uh and the reason I like social be is because it allows me to create different buckets of content. So each bucket of content has a specific intention on they each do different things. They’re different types of different content. One of them is a charity promotion bucket. I figured if I’m gonna take the time to build this platform, I might as well spend a little bit of that energy on promoting causes that I believe in that I think are important for people that understand. All right, so, uh, the next bucket is curated. Industry news larger. This comes from interesting artist articles I get from 7 50 or from Punch or from liquor dot com. You know that I really enjoy that content. And I think it’s important that people know that I’m still relevant and that I’m still reading this stuff. And I have an opinion on this stuff and then current. The next bucket would be free content. That’s when I, you know, make sure that I’m promoting that I’m giving away free stuff on. That helps with list building and helps with acquiring new listeners and readers and all that stuff like that. So free content is very important. That’s why I have I’m gonna be giving away my banquet of an order. She, you know, like this social media automation blueprint staff maitresse sees, you know, event pl stuff like that. The next bucket is my content, and that is for syndicating my block posts and podcasts. And that’s just so that, you know, people are constantly being reminded that I that there’s probably something that they haven’t heard yet or consumed yet. Um, the next bucket is my means, um and that’s and that’s just all the things that I’ve published on Instagram um, and are gonna be republished on each platform once eventually. So content scheduling is super important. People consume different media at different places at different times. Ah, and for different reasons. So in order to kind of nail this down, I’ll give you an example of exactly how I have my my content scheduled on the different platforms for Lincoln. I was published between eight and nine in the morning. This is when people seem to be looking for jobs. Thus, when they’re Arlington now, that’s only East Coast time, so that, you know, so I can still get a little capture in Europe. Um, and then eventually people will see it on the West Coast. But interesting thing about Lincoln is that there’s a lot of engagement in your content several days and weeks later. So if you publish something, people may not see it the same day, but they’ll see it eventually if they want to. Eso for Instagram. I think I mentioned this. I published once a day at about 10 o’clock. That seems to be when my people are there. That’s also a good time for the West Coast and for your Oppa’s well, eso for Twitter. The average lifespan of a tweet is we’re on 10 minutes, 18 minutes if it’s extremely important. Um and ah, so I’m on Twitter, like, 8 to 10 times a day publishing different types of content. But I’m always active making sure that, you know, I’m always I’m always there. Um, Google. My business gets one post today, but I don’t do anything with charity curated news or, um, any means or in fact, that I pretty much only published there for S e O. And that is so that you know. So hopefully Google recognizes that I’m an experienced cocktail consultant and maybe I’ll go up in the rankings a little later, but that’s basically just a hand holding thing. I mean, I just basically want them to know who I am. So the tools and techniques I mentioned here are by no means the only way to get your messaging and brand out there. But this is what I found. Has worked for me without a whole lot of effort. Yes, it’s gonna be difficult to build the machine. Yes, you’re gonna have to spend a few bucks, but I found that it’s effective. Ah, and I find myself not working for myself. One of my laptop any more than is absolutely necessary for this while still maintaining a consistent presence out there. So this is the engine I built. Feel free to take it apart, swap out the components, make it better. I look forward to hearing about how you made it better so you can help me make mine better. I hope you enjoyed this episode about social media production and automation, and I hope you found some motivation from it. If I mention a product, it’s because I actually use it, but I have no official relationship with them. If you want to support the show, be sure to check out the affiliate links in the show notes. I want to keep the show super short dense. If you have any thoughts, questions or ideas, sure reach out to me at facing the Troll on Twitter and Instagram Research for Jason Latrell on Facebook and LinkedIn. You got anything out of our time together? Thank you by simply sharing this with another person. If you love the show, please subscribe Button and leave rating review on iTunes or wherever you get your pockets

About author

WHAT I DO: I help bars, craft spirits brands, hotels, and event managers to glorify their brands by providing high-end cocktail expertise, hospitality consulting, and winning operations management. Working in the space where craft meets commerce, I can put together creative, develop go-to-market strategies, promote your brand to bartenders, develop trade advocacy initiatives, and put together back end financials. I develop concept designs, effective marketing platforms, and turnaround strategies. HOW I DO IT: I am a craft cocktail personality and event planner with 10 years of experience bartending, training bartenders, writing menus, setting up cost-effective operations, communicating brand messages to trade, and leading the bartending community. WHO I WORK WITH: • Craft Spirit Marketing Directors and Brand Owners seeking fresh go-to-market strategies • Hospitality Executives and Owners for bars, restaurants, and hotels • Marketing and PR Agencies for Events and Targeted Marketing • Struggling bars seeking a turnaround specialist MY FAVORITE CALL: “Hi Jason, I’ve got this amazing spirit. I want bartenders to know what it is and how to use it.” WHY IT WORKS: I am uniquely positioned in the industry because of my work experience, industry connections, and leadership. I’ve got my ear to the ground, and as a nano-agency, I’m an agile specialist with expertise that bigger, more conservative agencies can’t match. WHY I’M DIFFERENT: As a bartender by trade, I’m a skilled organizer with great communication skills and attention to detail. I build delicious drinks, strong teams, and successful events and businesses. I can produce high-end cocktails en masse at a festival, make them for a photo shoot, train your staff to make them, or convert your struggling bar into a winning concept with a killer story and world-class drinks.
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