CreatorsGroup’s Take on the GaryVee Content Model
There is no longer a debate about whether or not social media is important for businesses. We know it is important.
Not only is social media participation (and engagement) important, but it’s also absolutely necessary for a business to grow its audiences, reputation, and bottom line.
But the kicker in all of this? It’s a challenge to create content that is both valuable and shareable without exhausting all of your time and budget to do so.
Luckily, there is one name—one face—that is leading the charge in creating effective content efficiently. That name is Gary Vaynerchuk.
Here at CreatorsGroup, we recognize Gary for the content master he is, and definitely take to heart his practices and strategy. That’s why we wanted to share our breakdown of the GaryVee Content Model.
Again, there is no longer a discussion about the impact of social media content. It’s just a known fact, and marketing executives are making it a priority.
Demand Metric pulled together some stats on content marketing to create an infographic, which shares that 78 percent of CMOs consider custom content as the future of marketing.
Not only is it helpful in building brand loyalty and generating leads, but it’s also cost-effective. In fact, on average, content marketing costs a company 62 percent less than traditional marketing.
But that doesn’t mean that it’s easy—creating custom content requires hiring the right creative minds who are committed to thinking outside the box and working long, hands-on hours to deliver.
So, without further adieu, let’s jump into GaryVee’s Content Model deck: “How I Make 30+ Pieces of Content from a Single Keynote.”
GaryVee Content Model
Gary Vaynerchuk is an accomplished entrepreneur, author, and speaker. He started a social media-focused digital agency VaynerMedia in 2009.
When it comes to content, Gary has nearly every medium covered. He has a daily vlog, Q&A show, podcast, and is consistency active on YouTube, Facebook, Instagram, Twitter, and Snapchat—sometimes several times a day.
So how does he create so much content? Aside from having a team to help him (he hired a team of videographers, including the well-known Drock and Babin, to follow him around full-time to capture his daily life and speaking engagements), he also follows his own very systemized content pyramid.
First, you must identify your content pillars. These are formed using your (or your business’s) areas of expertise or topics of interest. These themes become the cornerstones to build your content upon.
You then document and edit a long-form piece of pillar content—perhaps it’s videotaping an executive delivering a keynote address, or starting a company podcast or Q&A show.
Whatever it is, it’s helpful to think of your pillar content as a “show,” broken down into “episodes.” You need to think methodically about having an intro, middle, and ending for each “episode” of pillar content, and also about how these individual pieces can flow into the others.
This helps you gain a repeat audience—viewers/followers become invested in the larger story and want to come back to see what you’ll deliver next.
It’s important to note that most pillar content is documentation, not creation. This helps dramatically with time and cost limitations.
From there, you splice up your pillar content into smaller, bite-sized pieces to be distributed across your social media channels.
These shorter bits of content can be blog articles, memes, quotes, images, quick video clips, etc.—whatever form is most applicable to the platforms you will be sharing the content on.
Of course, different channels require different forms of content—for example, a YouTube video would be too long to put on Instagram—so you need to be thoughtful about what works on which platform and how to repurpose your original piece of content.
On slide 40, Gary shares some technical specs for the individual apps.
These are the first two of Gary’s total of six steps for content creation.
Six Steps of Content Creation
In the deck, Gary dives into the six distinct steps of how to create and distribute content…
1. Documentation: As mentioned above, documentation is far easier than creating from scratch. Whether it’s daily life, asking and answering common questions your clients/customers may have, or capturing speaking opportunities. This is your long-from pillar content that is comprised of video and/or audio, and would likely be hosted on YouTube, Facebook, or a podcast app.
For example, check out this YouTube page of one of our clients, Nico Giles. CreatorsGroup helps him to record and edit his show, Level Three Studios, into episodes that his followers can binge. These episodes are mostly interviews and conversations happening in-studio that we want to drive users on other platforms to.
2. Create: From this documented pillar content, you then edit and create shorter pieces to drive engagement and help build relationships. This is all about pulling out the right moments that might resonate with your audiences—a quick video clip, a powerful quote—that can then be distributed across the proper social channels. For video clips, it’s important to be able to capture a clear message in under 60 seconds.
3. Distribute: First, host the longer pillar content on an appropriate medium—YouTube, Facebook, IGTV, and podcast apps usually make the most sense. Then take your shorter micro content and distribute on Instagram, Facebook, Twitter, LinkedIn, Snapchat, etc. Again, be mindful that each channel may require a slightly different form. Use the micro content to reinforce the value of your pillar content and drive traffic back to it.
4. Listen: This step may be one of the most commonly missed. Be sure to listen to your community of followers—which pieces of micro content are resonating with them? Is there a particular moment or idea from your pillar content that is creating buzz and facilitating engagement? Proactively ask for their feedback in the comments. Gaining insight from your audience is an invaluable tool when it comes to creating effective content and allows you to build two-way communication.
5. Create (again): Make additional pieces of micro content from the audience insight you’ve now gained. Focus on the sections or quotes that stood out to them and pull them out on their own.
6. Distribute (again): Take these new pieces of micro content and distribute them across your media channels, again driving followers back to the larger piece of pillar content.
By following these six steps, Gary and his team were able to create 33 pieces of content from one single speaking engagement—33!
These 33 pieces of content garnered 35 million views online, which really demonstrates the power of pillar content documentation. If you were to go out and try to create 33 pieces of content from scratch, you’d never finish and you’d be broke!
Our team at CreatorsGroup puts the GaryVee Content Model into practice daily. We recognize that having a longer piece of documented content can then be repurposed and multiplied into many different directions and formats to be used across nearly every viable social channel.
For this reason, we really try to instill in our clients the importance of selecting the right speaking and public engagements—it’s much more valuable to talk at an event that you can film—or choosing to host your own podcast, event, or Q&A session.
Speed, quality, and volume are all attainable when creating content based on this model.
It’s also very beneficial to see yourself talk and present—it’s one of the best exercises to improve your delivery and really hone in on the messages and products you want to promote—so use it as a learning tool.
We work directly with the client to help identify and align opportunities to document long-form content. We actively look for conferences and other open invitations to allow for such occasions where the conversations would be great on camera.
If the client brings us an opportunity to film a keynote or podcast, we can immediately begin the process of implementing this model.
We also emphasize the importance of looking at the larger picture when it comes to content—and we mean planning strategy out six months or so. This helps keep content frequent and consistent while also being mindful that the content landscape changes very quickly.
As our CEO Jay puts it: “Committing to creating good content can be overwhelming—it takes an investment that isn’t just monetary, but also an investment of time, energy, and emotion.”
This is exactly why having an ecosystem like CreatorsGroup that follows a proven model helps alleviate that overwhelming feeling.
Our Video Creators
Following this simple formula really gives us a systemized guide to work together with all members of our collective genius to deliver the best results to clients. Our creators are given the freedom to be creative because they'll produce a higher volume of content that is focused on specific themes and moments.
The creators are also given the fundamental building block for the content creation, which helps drastically with time and strategy.
We think it’s key that our videographers are trained to think using a three-act narrative during filming and editing by asking themselves these three critical questions:
What is the setup to this moment?
What is the anticipated conflict?
How will I resolve this conflict?
This helps the videographer and client to work in tandem to ensure that the client’s content is telling a story that fits within our proven model.
It’s also important to note that creating content isn’t all on the shoulders of the videographer. Though they certainly drive a big portion of it, they rely on other experts within CreatorsGroup’s ecosystem—editors, account managers, and even other videographers—to enhance the content.
When videographers are given the opportunity to work alongside other creatives, they are able to draw off each other’s experience, learn new skills, and take advantage of more resources—it’s an empowering structure that leads to better content for the client.
This collaborative structure is what really what sets CreatorsGroup apart from agencies or freelancers working on their own.
It’s important to remember that not one single person is capable of creating so much micro content from a singular keynote. It takes a team or outside resources.
In fact, according to the Content Marketing Institute, 56 percent of B2B content marketers outsource at least one part of their content strategy to a third party, while 62 percent of B2C content marketers subcontract to outside sources.
By taking advantage of CreatorsGroup’s unique ecosystem of content creators, your business is able to deliver not just large quantities of content to your audiences, but content that is also valuable and encourages engagement.
As we head into 2019, you’ll see that building your brand online is more important than ever—you just need to be smart and thoughtful in doing so.