Name: A creator's guide to multi-use content
Uploaded: 2022-11-22T15:36:57.953Z

A creators guide to multi-use content_V3.vtt

English

{{00:00:00}}
The best part about live video is it's a
gold mine of, in my talk, I teach that you

{{00:00:06}}
should, you should be able to create about
11 pieces of content out of any content.

{{00:00:20}}
Doc, thank you so much for being here.

{{00:00:21}}
Thank you.

{{00:00:22}}
I appreciate it.

{{00:00:22}}
Yeah, I'm excited to talk
to you about video content.

{{00:00:25}}
I know you are a video creator and you
teach, so can you tell us a little bit

{{00:00:28}}
about your role and how you started,
got your start in creating content?

{{00:00:33}}
Well, it's funny, I started around
video because when I moved to Hawaii

{{00:00:37}}
I was adopted by this family and they
just kind of like, you know, took

{{00:00:42}}
care of me, kept me out of trouble.

{{00:00:43}}
They owned an electronic store and so
when the consumer, like anybody could buy

{{00:00:48}}
a video camera level video camera came
out, I was working in an electronic store.

{{00:00:53}}
So I've been around video
cameras forever and we also saw

{{00:00:56}}
broadcasting professional equipment.

{{00:00:58}}
So I got to spend a lot of time working
with the TV stations and the movie

{{00:01:01}}
companies selling them equipment.

{{00:01:03}}
So when this YouTube thing came out,
I was like, I had all the stuff, like

{{00:01:06}}
I didn't have to go buy anything.

{{00:01:08}}
I would just steal stuff out of
the cabinet, shoot videos in the

{{00:01:10}}
back room with my brother, and
then we would post it on YouTube.

{{00:01:13}}
So, I was kind of lucky that I was in the
right place, right time kind of situation.

{{00:01:18}}
And once YouTube became really
big, I decided, you know what?

{{00:01:23}}
I can use this as an opportunity
to teach people that sharing their

{{00:01:27}}
stories through video is very
effective, but it also helps people.

{{00:01:32}}
Because I think when you share your
stories, you energise people and

{{00:01:36}}
they get excited and they wanna
share their stories and then people

{{00:01:40}}
just understand people better.

{{00:01:41}}
Half of the strife in the world
is all misunderstanding, right?

{{00:01:45}}
And so you can eliminate that by
letting people have just better

{{00:01:49}}
conversations and share stories.

{{00:01:51}}
What do you think, obviously your
experience being working in video, what

{{00:01:55}}
do you think makes great video content?

{{00:01:59}}
I hate this word, but I gotta say
it because it's the easiest to

{{00:02:02}}
understand and that's authenticity.

{{00:02:04}}
I don't really like that word, because
to me, if you're being authentic,

{{00:02:08}}
then you're trying to be something.

{{00:02:10}}
Authenticity is just whatever you are.

{{00:02:11}}
Yeah

{{00:02:12}}
Right, live where you are, how you are.

{{00:02:14}}
That's the true authenticity.

{{00:02:16}}
But I do believe that's it, because in
my talk this week one of the things I

{{00:02:19}}
mentioned, people are over the gurus.

{{00:02:22}}
No one wants to see the guru.

{{00:02:24}}
They wanna see someone similar to them.

{{00:02:26}}
I can see myself in your
shoes, that old adage.

{{00:02:29}}
So, they want to follow
you on your journey.

{{00:02:32}}
So if all of a sudden you
got into, oh, you know what?

{{00:02:34}}
I wanna pick a really cool
Mediterranean cooking.

{{00:02:37}}
I have no idea where to
start, guess what people?

{{00:02:39}}
We're all starting together, right?

{{00:02:41}}
And then you go, today we're going to
attempt to make the Greek like lemon soup.

{{00:02:46}}
I'm not even going to
try to butcher the name.

{{00:02:48}}
And then you say, okay, I
found these ingredients.

{{00:02:50}}
I have no idea, but let's take this
recipe and you go along and people

{{00:02:54}}
will follow that, as opposed to, I'm
a professional chef, let me show you

{{00:02:59}}
how to make la Greek French soup.

{{00:03:01}}
And I was like, what?

{{00:03:01}}
I don't like the people . So people
want to see people like them.

{{00:03:05}}
It's easier to emulate them and copy them.

{{00:03:07}}
Yeah.

{{00:03:07}}
When you're not looking upwards.

{{00:03:09}}
So you know, how does.

{{00:03:11}}
I know you're talking a lot about sort
of starting with live video, so how does,

{{00:03:16}}
or why do you think live video act as
that catalyst for enabling the potential

{{00:03:22}}
to create kind of multi-use content?

{{00:03:24}}
When I watch TV and every once in
a while you'll get to something

{{00:03:27}}
that's a live production.

{{00:03:28}}
In a live production, crazy stuff happens.

{{00:03:31}}
And so what do they always do?

{{00:03:32}}
They just kind of laugh it
off and keep going with it.

{{00:03:34}}
In a, say recorded production, you're
always backing up and trying to fix

{{00:03:39}}
it, backing up and trying to fix it.

{{00:03:41}}
Your authenticity is gone now because
you gave the best rendition thereof.

{{00:03:46}}
Live video, A allows you to present
yourself sort of as you are, but

{{00:03:51}}
also because live happens, it helps
you get over this perfection thing.

{{00:03:56}}
I like the fact that live video just
allows you to be, something goofy happens?

{{00:04:00}}
Roll with the punches.

{{00:04:01}}
So you learn how to act quickly,
you learn how to work on your feet.

{{00:04:05}}
It also requires that you know your
content really well because you

{{00:04:08}}
can't keep looking at the cheat
sheet and then doing the thing.

{{00:04:11}}
You have to know it.

{{00:04:12}}
So you are also speaking at a
level of confidence if you will.

{{00:04:16}}
But how do you balance that then?

{{00:04:18}}
Because, obviously some people
watch something and then if it's so

{{00:04:23}}
horrendously bad and kind of disorganised,
or kind of not put together, you

{{00:04:28}}
might not, you might turn it off.

{{00:04:29}}
When I teach my students and they get
like, well, I don't do this because

{{00:04:32}}
I don't know how, I go I didn't.

{{00:04:35}}
And they go, what do you mean,
you're really good on camera?

{{00:04:37}}
I go, yeah, because I've been on
camera thousands of times, right?

{{00:04:42}}
Tiger did not grow up hitting golf balls.

{{00:04:44}}
LeBron did not grow up shooting
long shots and not nay one of

{{00:04:48}}
us grew up walking, or talking.

{{00:04:50}}
All of us can walk and talk right
now, you gotta do it to get to that.

{{00:04:54}}
So it's okay if it's
horrible in the beginning.

{{00:04:56}}
You must start crusty and just
get better as you go along.

{{00:05:00}}
What do you think the best way to
get started in building a strategy

{{00:05:04}}
around video and sort of thinking
about the multi-use, sort of different

{{00:05:08}}
avenues that you can take it?

{{00:05:10}}
Good question.

{{00:05:10}}
So to me, the best part about live
video is it's a gold mine of, in my

{{00:05:16}}
talk I teach that you should, you
should be able to create about 11

{{00:05:19}}
pieces of content out of any content.

{{00:05:21}}
The real number's closer to 26.

{{00:05:23}}
Whoa.

{{00:05:23}}
I use 11 because it matched the slide.

{{00:05:27}}
I had the slide of the character
11 from Stranger Things.

{{00:05:30}}
But, so in a live video, we're
having this conversation now.

{{00:05:34}}
Yep.

{{00:05:34}}
I can take something that you
might say that's really incredible.

{{00:05:39}}
Just take that as a quote and I
go into Canva, or any other art

{{00:05:43}}
program, put a pretty background and
have a quote that says, this comes

{{00:05:48}}
from Jordan Thorne, da da da da.

{{00:05:49}}
It's a beautiful quote post that,
you see it every day on Instagram.

{{00:05:53}}
Most people are just dealing
those quotes from something, but

{{00:05:55}}
you can be the quote creator.

{{00:05:57}}
Mm-hmm.

{{00:05:57}}
I can do that with tweets.

{{00:05:58}}
I can do that with still shots from the
live video where maybe we did something

{{00:06:03}}
stupid or like the camera's about to
drop and I catch you in the awkward

{{00:06:06}}
position, I'll screenshot and then be
like, see, even the best of us make

{{00:06:11}}
mistakes so you can overcome them as well.

{{00:06:14}}
Go here to see the whole video,
you know, people want to see that.

{{00:06:17}}
You've seen the content every day.

{{00:06:20}}
You're scrolling and you see
something funny, and then

{{00:06:22}}
there's a link to send you back.

{{00:06:24}}
So there's that part of it.

{{00:06:27}}
I can take a transcript and generate a
couple thousand word article just from

{{00:06:31}}
this interview, and then that works
for your SEO because what Google does

{{00:06:36}}
now is they look for natural speak.

{{00:06:39}}
They don't do the writing stuff, stuff
in keywords like we used to, right.

{{00:06:42}}
Because they're on YouTube,
they know how people talk.

{{00:06:46}}
So they look at articles that look
like it was made by a human and not

{{00:06:51}}
just some AI or some kind of like,
you know, SEO gurus or whatever.

{{00:06:56}}
So even your SEO gets better
because you can transcribe.

{{00:07:00}}
So the best part about starting out with
live video, it's low barrier to entry

{{00:07:05}}
- you can take this, lean it up against that
prop, turn it on, and just start talking

{{00:07:10}}
and generate your live video that way.

{{00:07:13}}
If you are embarrassed of the live video
thing, record it live to a private group

{{00:07:19}}
like on YouTube, or Facebook or whatever.

{{00:07:21}}
Generate clips out of that.

{{00:07:22}}
And then how I help people get over fear
is I tell them, record your daily journal.

{{00:07:28}}
Like on some of the TV shows where you
see them, you know, doing the behind the

{{00:07:32}}
scenes like the furniture swaps, they
go, I really hope they do a good job

{{00:07:35}}
with my kitchen, I always wanted a farm
sink, and they're talking to camera.

{{00:07:39}}
Yeah.

{{00:07:40}}
You can debrief yourself daily
on camera and never show anyone.

{{00:07:45}}
It's just so that you get
used to looking down the lens.

{{00:07:47}}
Mm.

{{00:07:48}}
Is there a strategy behind that,
or is it more kind of reactionary?

{{00:07:51}}
No, it's a full strategy.

{{00:07:52}}
So, when I do a talk, or a class
even whatever, I'm looking for, like

{{00:07:58}}
I'll say I wanna pull three questions
from the audience, and I'm going

{{00:08:01}}
to turn those into 10 posts, right.

{{00:08:04}}
Because I can answer sometimes a
question three, four different ways.

{{00:08:07}}
I'll take the same question,
answer it all four ways.

{{00:08:10}}
I can pull clips out of that.

{{00:08:12}}
Okay.

{{00:08:12}}
Right.

{{00:08:13}}
I can then in turn, any of those
can become tweets be they work as

{{00:08:17}}
a video, they also work as a still.

{{00:08:20}}
There's so much content that you can
pull out a video it's ridiculous.

{{00:08:25}}
And the funny thing is, when you
watch news today, or you watch TV

{{00:08:29}}
today, if you do, they do it, right.

{{00:08:33}}
Yeah.

{{00:08:33}}
Right, before the end of the commercial,
there's a little thing that pops up on

{{00:08:37}}
Saturday: don't forget the Manchester
Derby is coming, so, you know, go watch

{{00:08:41}}
that and you'll see somebody running
and kick the ball and then Ronaldo pulls

{{00:08:45}}
up like...you know, so you literally
watch this stuff happen every day

{{00:08:50}}
on TV, and we should be doing that.

{{00:08:53}}
So what do you think the benefits are to
creating a multi-use content strategy?

{{00:08:58}}
Well, I think the thing that
everyone freaks out about is where

{{00:09:01}}
am I going to get these ideas from?

{{00:09:03}}
Am I going to run outta ideas?

{{00:09:04}}
Am I going to hit a
brick wall, or whatever?

{{00:09:07}}
The advantage of live video is you're
normally talking to an audience.

{{00:09:09}}
The audience will give you all
the content in the world because

{{00:09:12}}
there's always a different question
from a different person, sometimes

{{00:09:16}}
the same question just formulated
differently, so you get to cover that.

{{00:09:20}}
In the beginning when you don't
have an audience, if you have a

{{00:09:25}}
frequently asked question about your
product, you can make a single video

{{00:09:29}}
for every one of the questions in
your frequently asked questions.

{{00:09:32}}
Sometimes you can make six, seven videos
out of a 10 frequently asked questions

{{00:09:38}}
thing, you might be able to generate
60 little videos out of, because all

{{00:09:41}}
videos don't have to be long anymore.

{{00:09:43}}
Now a video can be legit
seven seconds, right?

{{00:09:46}}
And so, what that does is it gives you
this constant flow of fantastic content.

{{00:09:54}}
And the way people vibrate now, is
people start to want to buy based off

{{00:10:00}}
the person that they're talking to.

{{00:10:02}}
So when I was in business school, you
were taught you needed seven touchpoints,

{{00:10:06}}
and now it's closer to 11, right?

{{00:10:09}}
The marketing people will teach
you that you need seven hours

{{00:10:14}}
of know, like and trust, right.

{{00:10:16}}
And so, if I'm generating content,
even the one minute clips at a time,

{{00:10:21}}
and they're coming out over the course
of 30 days, I added 30 minutes of that

{{00:10:27}}
face time with the customer, right?

{{00:10:29}}
But I'm also doing an hour long
livestream that week, and then I have

{{00:10:34}}
stuff on my blog and they're seeing all
my tweets and they're seeing me on all

{{00:10:37}}
the myriad of platforms, I can crush
that seven hours in less than a month.

{{00:10:42}}
It helps close the gap on people
getting to know you and your brand.

{{00:10:46}}
And people wanna buy from people,
not necessarily the brands.

{{00:10:50}}
Well, thank you so much for coming
and sitting down with us today.

{{00:10:53}}
I feel like you've given
us a lot to think about.

{{00:10:55}}
Thank you.

{{00:10:55}}
To work with, so thank you.

{{00:10:56}}
Worst case scenario, come hide out in
Hawaii with me and we'll go to the beach.

{{00:10:59}}
Go surfing.

{{00:11:00}}
We got good Hawaiian barbecue,
then we don't care anymore.

{{00:11:03}}
Count me in.

{{00:11:04}}
I'm in.

{{00:11:04}}
Let's go.

{{00:11:05}}
Thank you.

{{00:11:06}}
Thank you.

{{00:11:06}}
I appreciate it.

The best part about live video is it's a
gold mine of, in my talk, I teach that you

should, you should be able to create about
11 pieces of content out of any content.

Yeah, I'm excited to talk
to you about video content.

I know you are a video creator and you
teach, so can you tell us a little bit

about your role and how you started,
got your start in creating content?

Well, it's funny, I started around
video because when I moved to Hawaii

I was adopted by this family and they
just kind of like, you know, took

They owned an electronic store and so
when the consumer, like anybody could buy

a video camera level video camera came
out, I was working in an electronic store.

So I've been around video
cameras forever and we also saw

So I got to spend a lot of time working
with the TV stations and the movie

So when this YouTube thing came out,
I was like, I had all the stuff, like

I would just steal stuff out of
the cabinet, shoot videos in the

back room with my brother, and
then we would post it on YouTube.

So, I was kind of lucky that I was in the
right place, right time kind of situation.

And once YouTube became really
big, I decided, you know what?

I can use this as an opportunity
to teach people that sharing their

stories through video is very
effective, but it also helps people.

Because I think when you share your
stories, you energise people and

they get excited and they wanna
share their stories and then people

Half of the strife in the world
is all misunderstanding, right?

And so you can eliminate that by
letting people have just better

What do you think, obviously your
experience being working in video, what

I hate this word, but I gotta say
it because it's the easiest to

I don't really like that word, because
to me, if you're being authentic,

But I do believe that's it, because in
my talk this week one of the things I

I can see myself in your
shoes, that old adage.

So, they want to follow
you on your journey.

So if all of a sudden you
got into, oh, you know what?

I wanna pick a really cool
Mediterranean cooking.

I have no idea where to
start, guess what people?

And then you go, today we're going to
attempt to make the Greek like lemon soup.

I'm not even going to
try to butcher the name.

And then you say, okay, I
found these ingredients.

I have no idea, but let's take this
recipe and you go along and people

will follow that, as opposed to, I'm
a professional chef, let me show you

I don't like the people . So people
want to see people like them.

It's easier to emulate them and copy them.

I know you're talking a lot about sort
of starting with live video, so how does,

or why do you think live video act as
that catalyst for enabling the potential

When I watch TV and every once in
a while you'll get to something

In a live production, crazy stuff happens.

They just kind of laugh it
off and keep going with it.

In a, say recorded production, you're
always backing up and trying to fix

Your authenticity is gone now because
you gave the best rendition thereof.

Live video, A allows you to present
yourself sort of as you are, but

also because live happens, it helps
you get over this perfection thing.

I like the fact that live video just
allows you to be, something goofy happens?

So you learn how to act quickly,
you learn how to work on your feet.

It also requires that you know your
content really well because you

can't keep looking at the cheat
sheet and then doing the thing.

So you are also speaking at a
level of confidence if you will.

Because, obviously some people
watch something and then if it's so

horrendously bad and kind of disorganised,
or kind of not put together, you

When I teach my students and they get
like, well, I don't do this because

And they go, what do you mean,
you're really good on camera?

I go, yeah, because I've been on
camera thousands of times, right?

Tiger did not grow up hitting golf balls.

LeBron did not grow up shooting
long shots and not nay one of

All of us can walk and talk right
now, you gotta do it to get to that.

So it's okay if it's
horrible in the beginning.

You must start crusty and just
get better as you go along.

What do you think the best way to
get started in building a strategy

around video and sort of thinking
about the multi-use, sort of different

Expert Insight

Nowadays, the more content you have to support a good marketing strategy, the better. But with all your other essential tasks in the mix, producing tons of content might seem daunting. What if you could create content once and leverage it across multiple platforms to save time and resources? 
Content Creator Doc Rock offers instructions on how to kick off your content workflow using live video as the recipe for multi-use content success!

thumbnail_1617395838548_494832_1658414314.jpeg

xsmall_1617395838548_494832_1658414314.jpeg

1617395838548_494832_1658414314.jpeg

Doc Rock

Community Manager

No one wants to hear from the industry 'gurus' anymore. Rock underlines why authenticity and relatability are key to creating engaging multi-use content people want to watch.  

What makes great multi-use video content?

See how live video can be used to boost your workflow. 


How can live recording release the creative potential of content?

Tiger Woods didn't become a golf pro in a day. Rock says to start creating video content even if it's 'crusty' at first and trust you'll get better as you go along. 


What about quality?

Starting with live video is great because of its low barrier to entry. Learn some of Rock's strategic tricks for taking one piece of content and multiplying it tenfold!


What is the strategy for producing multi-use content?

A constant flow of content is just one of the benefits Rock says might help close the gap between brands and customers. Learn the other benefits this method can bring to your marketing team.  