Get Twice the Results from Half the Effort

Are you aiming to level up your content marketing game? Our Camp Content episode has the answers! Join Molly, Matt and Anthony as they give you an inside look at how to get twice the results with minimal effort. Get ready for a fun journey of entertainment and education–all designed to help maximize your content performance. So come on in campers, it’s time for another exciting adventure with Camp Content!So grab a marshmellow and let’s do this!


“Don’t just craft awesome content and use it only once – take advantage of the potential to get even more engagement by spreading your creation across multiple platforms. – MattLeveraging is a proactive strategy for maximizing the impact of your content, whereas repurposing is a reactive approach.” – Molly

“Creating high-quality content does not have to take a lot of time. With proper planning and intention, you can create enough content for a month in just 45 minutes to an hour.” – Anthony


Molly Ruland
CEO & Founder, Heartcast Media

Matt Billman
Operations Manager, Heartcast Media

Anthony Schiano
Relationship Manager, Heartcast Media


00:00 Introduction
02:18 Leveraging Content for Multipurpose Marketing
08:35 Repurposing vs Intentional Content Creation
14:09 Creating Intentional Content for Long-term Leverage content creation

#contentcreators #videoediting #podcast #podcasting #websitedesign #marketing #content

Sponsored by Heartcast Media


Molly: Woo! Yeah. Let’s get hyped up. Matt is fired up today. I just.


Matt: I just got my Uhm. I was out. It’s Tuesday. So I was out doing the boat rowing rowboat section of the camp week and I was just pumping. Well, it was great.


Molly: You’ve been watching those Andrew Tate videos,


Matt: I was the alpha of the rowboat.


Molly: And.


Matt: Camp. Canoeing, whatever.


Molly: Camp, Canoe. Camp, canoeing.


Matt: So it was a late night. It was. Anthony kept us up with his drinks.


Molly: Galliano.


Anthony: Liano and Natty.


Matt: Light. Yeah.


Molly: Yeah, yeah. And that L.A. with a Galliano floater. It’s all the rage now, you know?


Anthony: Yeah.


Molly: We need to invent some hipster drink involving Galliano because he’s been on the show.


Anthony: I actually did already. If you mix a little less than an ounce and a half shot with a full glass of Coca-Cola, it will taste exactly like a root beer. It’s really weird. And if you drink it any other way, it’s disgusting.


Molly: I’m on my way fam say no more!


Matt: More Sounds like a drink I created like two years ago. I would take like crown apple and put it in a glass of ice. And then I would take a spoon and put it over and dabble Kasab over it. So it was just like a layer on the top and it was so good and you would have to and you would be cooked.


Anthony: Did you like it?


Molly: Kasab Who are you? Yeah.


Anthony: Did you make a picture of it? You looked like you were making barista cream pictures.


Matt: Well, no, it’s like you put a spoon over it upside down and then you pour the Kasab over the spoon. So it kind of displaces over the top of the crown apple. Instead of, like, fully mixing in.


Molly: I would have never, ever thought to do that. Did you like it?


Anthony: About the method.


Molly: Did you play with your mustache while you made it?


Matt: MM. Yeah, Yeah, totally.


Molly: You’re wearing an apron?


Matt: I fancied myself. Yeah.


Molly: But with a pocket watch that you made yourself


Matt: In a way, you could say I was not leveraging that cup over that


Anthony: Wow. All right, now, let’s.


Matt: Speaking of.


Molly: I’ll just leave now.


Anthony: As opposed to just repurposing wine. 


Matt: Back, you know, you got to have a little leverage.


Anthony: Stain is not meant to be.


Molly: Oh, so. So. So here’s the conversation. Are you all right? I’m sick of people using the word repurpose because it sounds like you’re recycling and that’s not what you’re doing with your content. You’re leveraging your content. We are on a mission to replace the word repurpose with leverage because it’s an important distinction to make when you are creating content as a marketing tool. And so, for example, we produce podcasts at Heartcast media. And so a lot of people think, Oh, it’s a podcast, right? And then I have tools to market the podcast. But what a podcast actually is, is SEO content and its leverage. And so you can take one interview and leverage, not repurpose, leverage that into multiple pieces of content. You have content for social media, Instagram, Facebook, LinkedIn, and static images. Then you have videos from LinkedIn that you can do vertical, and now you have YouTube shorts and you have Instagram reels and you have all this content. Then you’ve got a blog post which is loaded with SEO and the video embedded in that. You’ve got your CTAs. Everything else. Like what you’re doing is creating a ton of content and you’re leveraging that content. You’re taking 30 minutes of your time and you’re leveraging that time into an arsenal of content for all of the platforms. And I think that’s what people really miss is like all content is SEO, right? But you’re not repurposing it, you’re not pulling something out of the trash and forcing it into another dish to turn it into something else. You’re very intentionally creating content to leverage on multiple platforms. And so I was talking about that and I got really fired up. So I’m really excited to hear what Matt has to say about this because.


Matt: What’s just how often do you see a marketing team or a social team or just pick a random podcast, create some awesome content, and then for it to be used once and never touch it again? You know, and like you were saying, you got your social media posts that are all focused on generating engagement in your blog post about whatever. And it’s just reaching out to every topic in the industry to pull SEO. And like you said, we’re not repurposing stuff. It’s not like I’m taking, you know, this piece of content so I can use this part for TikTok, this part for this, and I’m only going to use this for this is like, no, like how are we going to, as we say, leverage this outstanding episode We just said that is getting great views and has great content and how can we leverage it across multiple platforms to keep growing engagement across literally everything. And that way this is to say if it goes out on TikTok, it’s going to tie back to this. How do we bring it all back to one place and completely grow the entire piece of content that we just created?


Anthony: Yeah, like making the content with intentions, like because when you repurpose content, what are you taking? You’re taking content that was at one time for a specific purpose that was created for one specific purpose, one specific platform, more to do to talk to a certain kind of person. And if you’re repurposing that, you’re really using it on a platform or in a way that it wasn’t necessarily intended and probably isn’t going to be most effective. And especially now, the world changes so fast, not just in the post-2020 world, but in just social media, in general marketing. Things are changing every year. What was an awesome idea in marketing last year sucks this year, so you got to kind of stay on the cutting edge and you gotta make that intentional content that speaks to people today, talks about the things that are going on today. You can tell when somebody is repurposed a video from a conference from three years ago just by the language. Little things are off. They’re mentioning things that aren’t happening anymore. And they’re just hoping that you forget about it and give them the benefit of the doubt. And hey, most of the content is still relevant. Well, no, that’s the videos people shut off these days. That’s why people only watch super short-form content. Every single word is important. Every single thing you say needs to be super intentional. And if you design the things you make for the specific platforms, they’re supposed to go on with specific goals in mind. You’re going to be successful. If you get lazy about it, you’re just going to end up with the same content, repurposed a bunch of different times where it’s not super effective.


Matt: Well, to your point there, you said, you know, say you’re a podcast that is just you’re the same two or three people on it every time. Like I say, sales for this one, right? You like you said, you want to get the important things you say out. But take a podcast, for example, that every show is a different interview and they have a new guest. How are you going to leverage that guest and take the best things they said throughout that 45-minute interview and take that 30-second clip that’s just like, holy shit. Like, that’s going that 30 seconds might draw people into this entire 45-minute podcast and how are we going to pay for that?


Anthony: Subscribing. It’s just like. Yeah.


Matt: Exactly.


Molly: And more importantly, what was it, 30 seconds and why did you interview that person, and how does that pertain to your business and your goals for your revenue, you’re whatever? And that’s where the intention comes back in, right? And if you’re leveraging that piece of content, knowingly need to go to these platforms and you know that you’re trying to generate revenue, and create strategic relationships, then you’re going to be a lot more intentional about who you interview. And you’re not just going to interview some entrepreneur in another industry and ask bullshit questions and have a lame-ass interview that you never really marketed you don’t even tell them about because what you’re doing is then you think, Oh, I’ll repurpose that. And no, no, that’s not. That has nothing to do with moving the needle for you and your business or what your audience wants and everything else. So that’s where I like this idea of leveraging something. It’s to me that everyone’s been leveraging and repurposing is leverage feels like something that you plan ahead in advance, right? How can I maximize, maximize most of my time? That’s the way to get the biggest impact and repurposing feels like an afterthought. I go, let’s like you know what I mean? Let’s go take that. You know, there’s we.


Anthony: Already did it. We might as well use something for it. You know, it’s like people think in those ways a lot. I already cooked, so I guess I’ll eat the rest of it, even though it’s burned and shit.


Molly: I got a lasagna in my fridge that would argue with that. But I like one piece and I was like on, on some of that. But yeah, I mean, it’s, you know, you got to get really intentional with your content so you know what you’re doing and that you’re, you’re making sense for your business and you’re doing things intentionally prepared in advance because we get all these calls right with clients, you know, who see us on the Internet or see our website. And they’re so impressed with one amazing thing. And they say, yeah, you know, we are also content. We want you to go through it. Or, you know, we’re doing this podcast, we want you to go through and pick the gems and it’s like, Okay, sure, we could do that with current content, but really like you should be planning your content out. So you’re hitting a bunch of jams all the time based on what people are searching for, and there isn’t any value in us going through old content because again, it’s an afterthought. You’re recycling, you’re repurposing content that was meant for a different audience with a different intention, and everything else. So no, that’s yes, you want to chop it up and you want to get it out there just to show that you’re visible but that but you don’t want to pay somebody what it takes to sort through an hour of your stuff to find three gems that are not your best use of time or money. And I think that the whole repurposing concept is really a mess. And people up there.


Matt: Nobody knows the gem in your episode from your interview better than you from asking the questions and hearing the answers and thinking it through. I think I’ll give a quick one. There’s one podcast that I think does an incredible job of this. So this it’s called the Pit Stop Podcast. So like over the last four or five years in the United States, Formula One has just absolutely grown tremendously because of that Netflix series Drive to Survive that came out like five years ago on Netflix. So Formula One went from just being a European Supercar racing series and now like the most popular racing series in the United States. And this season of Formula One, there’s this podcast that came out. It’s called Pit Stop. It’s these two kids from England to guys like 24, 25, and they just watch Netflix. The most recent Netflix season, the year before this season started, and they were hooked. They got all into it. So they started this podcast from nothing. And just from starting it this season in January to December, now they’ve had drivers on journalists, all kinds of crazy stuff. And their angle is, we don’t know anything about this sport. We literally watch the Netflix TV show. So we’re here to learn and like open up the space for everybody to learn about this new sport. Whereas like in a lot of sports, everything like media, especially Formula One, it’s all snobby. Like if you don’t know the sport, you shouldn’t be a fan. And these are two guys that are playing the angle of We’re here to learn, we know nothing and we want to learn as much as we can. We want to invite new people in this sport and they’ve interviewed, like so many, like crazy, like high-end people, like two Ferrari drivers and all this stuff. But they play it like even in their interviews like this we have no idea what this is. We have no idea what this is. So you look at their content and how they leverage it. Throughout everything they do, the shorts, Tik Tok, everything. They will grab these quotes from interviews. One way they do this is they grab a quote from the guy they interviewed or whoever, and it’s like, I watch it. I’m like, How did this get brought up? Or like, what was the question that led to this? And then they, like, play jokes on themselves and put the stupid questions they ask and you’re just like, This is it? They’re like one podcast that I’ve seen this year that just like I’ve become fully invested in the way they do things is incredible. And like I said, for just random 24 or 25-year-old kids from England that just started it off a limb to grow to what they are now is insane.


Molly: Yeah. And it’s like you said, you know, you know, the gems like, I know like if I do an interview, like the one I did with Michael, I was like, Oh, man. Like when I was editing the files at that point, I went and I knew exactly the parts that I wanted to clip. Well, you know what I mean? Back then, we language.


Anthony: No one can speak your language better than you, you know.


Molly: Yeah. Because, you know, it’s like, yeah. And more importantly, if I know that I want to Ok, for example, this podcast right here, we know what the main point of this episode is. It’s talking about the difference between leveraging and repurposing. So of course one of our snippets is going to be about when we really define the difference how like, okay, one is, but you think about it in advance, the other one have we’re not going to clip a short of Matt talking about the podcast that he just listened to, even though it’s interesting. Yeah, but that’s not what we’re going to clip and put on there. Right. And so a lot of it’s it’s this idea that you’re not really being intentional with your content because if you knew the goal of me interviewing this person on my podcast is number one, I want to do business with this guy. I want to take him out to lunch next week and I want him to refer me to clients. So I am going to interview him and ask him all these questions. Second, I want my audience to know that I’m very knowledgeable about this product, idea, service, or whatever. So that’s what I’m going to do. And then number three, I want people to hire me. So the three clips I’m going to do are me making that person laugh and making them look really smart so they share it. The number two thing a clip is going to be me speaking intelligently about said service and the third clip is going to be me and that person and low key, the soft pitch to know that. And by the way, you can also hire me. So clients should know going into a podcast interview or any content that you’re making, you should know what the goal of that content is and you should be making sure that you’re including those three things in there. And I think a lot of people have this repurposed idea. I’ll think about it afterward, and fix it in the post, and that is not real, right?


Anthony: So no, I think a lot of the repurposing idea comes from always what we hear from clients, right? They need to save time, they need to save time. So they think that the best way to save time is going to be to just use all that old stuff that maybe I didn’t get the most out of. But like you’re saying, it’s not going to be effective. It’s better to be intentional when you create it now because it doesn’t take as long as you think. And here’s a shameless plug from Heartcast media. Most of our clients come into the studio for 45 minutes. Matt Right, maybe 60 minutes a month, and we’re able to create enough short-form videos for them for the entire I mean, for a day they say they don’t spend a month in the studio, 45 minutes to an hour a day and for one day and then some have enough once a month and we have enough content for them for the entire month. My point is, it doesn’t take as long as you think to create this content. If you’re doing what Molly says, which is intentionally creating it, understanding why it’s going to be here, what’s going to be effective when it’s on TikTok, why it’s going to be here and get broken down into a long-form, maybe podcast interview and then the shorts and what they’re going to do. And if you’re just doing it all at once in 45 minutes, you know, you wrap up your content creation for the entire month and you don’t need to go back and repurpose stuff that’s not effective. You create the new stuff intentionally now, and it doesn’t take as long as you think it’s going to take.


Molly: And if you’re short on time, spending an hour and a half to like really comb through a 30-minute interview to find something that’s relevant, you should probably be a higher productivity coach, because that is not your best time.


Matt: What just makes me think of when we work with Kavita and Alex and how they’re not really podcasts, but the intention of that content. Is for long-term leverage, you know, they.


Molly: Long-term leverage


Matt: They can’t, he said. It takes an hour. and we sit in a virtual studio for an hour, an hour and a half. And you’ve got long-term content that we’re going to leverage. Four months for.


Molly: Exactly. Exactly. So, yeah, so 2023 is the year that we kill repurpose and really focus on leveraging content and how to get that done. So, you know, that’s kind of the basis of camp content. So I think this is a good episode for us to jump off with. So on that note, we will catch you guys on the next.