Episode 171: C.O.R.E. Content: Are you doing it?
What is CORE content? In today's episode, Fiona talks about how you can strategically create content instead of creating 10,000 pieces that are not cohesive. Tune in!
Topics discussed in this episode:
Introduction
The ADA model
The idea of create once repurpose everywhere
Conclusion
Get in touch with My Daily Business Coach
Resources and Recommendations mentioned in this episode:
Do you love your business? You should. Right? Well, sometimes we just don't, it's my hope that this the, my daily business coach podcast helps you regain a little of that lost love by providing tips and tactics, tools, insights, inspiration, all the good stuff to help you actually enjoy running your business. In addition to actionable tips and tactics that you'll be able to execute. And immediately you'll also hear from creative, small business owners around the world. Who've been able to sidestep the hustle and build a business that merges their passion with their purpose and provides a profit. I'm your host Fiona Killackey, founder of my daily business coach. Let's get going.
Hello and welcome to episode 171 of the, my daily business coach podcast. Today, it is a quick tip episode. So wherever you're listening to this, you should be able to take it in and then consider how are you gonna implement this pretty much immediately. But before we get stuck into that, I just want to pay my respects and acknowledge the traditional owners and custodians on the beautiful land on which I work and love, play and live and record this podcast, The Wurrundjeri People of the Kulin Nation and on paying my respects to their elders past present and emerging and pay respects to any other elders past present and emerging of other indigenous or Aboriginal groups who may be listening in today. Welcome so much. I also wanna acknowledge that sovereignty has never been seated for our Aboriginal and First Nations Torres Strait Island people and acknowledge that we all have a role to play in making sure that equality happens for everybody. So today it is a quick tip episode. And if you are somebody who either works in a small team, doesn't have a huge resource for marketing or is a solo printer, freelancer. You definitely want to keep listening. Should we get into it? I think so. Let's go.
So in these quick tip episodes, I usually give you a tip tool or tactic, and today it is a tool and it's something that once you learn it, you start looking at everything kind of from a different lens. Now I'm not someone who's like, “oh my gosh, let's be more productive.” But I, I mean, I kind of am, but I'm not like hustle, hustle, hustle, kind of like planned productivity, but this tip is definitely going to help be more productive and just help you really look at the messages that you're putting out to people. So what is it? So what I wanted to share with you is the tip tool or tactic. It's a tool and it is called core content. Now core is an acronym, C O R E. And it stands for create once repurpose everywhere. Now, I'm not sure exactly who came up with this because I feel like it's been around the traps for years and years and years and decades.
If not, marketing is not a new thing. I know people think that it is, but it's not even if you look at things like the buyer cycle or the ADA model. I remember when I was researching my book, passion, purpose, profit, the ADA model, which is the awareness interest, desire, and action, which is really kind of similar to the buyer cycle. It's, it's really what sales funnels are made out of the ADA model. The first instance of it is in 1898, and that's the first instance of it. Action being written down in a book, let alone people have been trading as long as we've been alive. So the idea of core content is not necessarily new, but it might be new to you. So you may not have heard of it before. So the idea of create once repurpose everywhere is about really thinking about, what am I saying, how am I saying it, what's the best medium for that?
And is there a possibility of me just creating something once and then taking elements of that and repurposing them, tweaking them for other marketing channels or other parts of my business. So a perfect example of this is a blog. See, might have a blog, maybe you're an e-commerce business and you have a blog. And in that blog, you have different content, pillars and themes around style, travel, lifestyle, food, whatever it is, what the core idea is, is that you would look at your frequency of your blog. So you might say, okay, we come out every fortnight. So therefore there's 26, roughly blogs to create in a year. And you would then look at your content themes and you might then decide, okay, we are going to create a Q and A with designers or with creative people. And that's gonna sit under the design pillar and it's going to be a blog.
So you've got that. That's your core content and everything that you're putting out your newsletter, your social media, anything else should be leading people back to that your core content usually should be somewhere that you own, that you have some ownership over, you don't wanna make your core content always be social media, coz you're driving people to somebody else's platform. And remember, you know, you don't own social media. I say that all the of time do not play in borrowed playgrounds. You own your email list. You own your website. Most of the time, you own to some degree your Podcast, content, your blog, all of that. So you would take that core content in this case, the blog and the article, the Q and A with the designer and you would then be like, okay, that's the core. So what do we wanna do? Do we wanna repurpose that and kind of take the audio and maybe put it into a Podcast season?
Do we wanna take a video that we did and put that on YouTube? Do I wanna take elements of that video and cut it up for reels for Instagram stories, for TikTok, maybe for Pinterest ads, which are videoed now as well. Do we want to take certain quotes from that interview and turn them into quote cards for social media? Do we wanna take an element of what that designer said? So maybe they said something about, “I'm gonna borrow, I'm gonna borrow something that Lauren Lee said on the podcast.” And if you haven't listened to that one, go back and check that out. I think it was episode 160. So Lauren Lee, she's the founder of Sisala. And she kind of said this controversial thing about white kitchens out as a, she was sort of making a, a joke, but, or not really, but you know, like she was saying, you know, sometimes I say things that are controversial.
So if she was the designer that you'd put into this blog article, and she'd said that kitchen says out, you might then take that and put a poll on your Instagram stories. What do you think our white kitchen's out? You might have taken that and put it on your Facebook and be like, what do we think about this statement or who agrees with this? Or maybe put it on Pinterest as, you know, a statement that's, you know, really an ad that's gonna lead people back to the blog. So you can see how you can take one piece of content and you can totally repurpose it. You can tweak it, you can adjust it. You can just literally take it word for word out of that, you know, blog in this instance and create other content around it. I think so often with content, people get scared of, people have already seen it or, you know, it's just gonna be repeating.
And one, there is nothing wrong with repeating your message. People need to see things six to seven times to feel familiar in order to trust something. That is why you see brands, bigger brands on every street corner, and then they're in the magazines. Then they're on the TV. Then they're everywhere because they know that people need to see something a lot to feel familiar with it. And if we feel familiar with something, we tend to have more trust in it. Even if it's a negative thing that we're familiar with, but, we have more trust in it. And the trust leads to sales, which leads to, you know, loyalty and all the other things that go on. But the tip today is I'm trying to keep it short is just about core content, figuring out what content do you already have? What can you repurpose?
And then as you plan out your content and your marketing messages for 2022 and beyond really thinking about, are we making this more complex that it needs to be? Could we look at what is the core content? What is the core message that we're trying to, to put out? What is the best medium for that message? Maybe it's a blog. Maybe it's a Podcast. Maybe it's a blog, a video blog. And then where are we gonna house that? And then what are our other distribution channels? Our other connection points. One may be Instagram. One might be Pinterest. One might be a newsletter. And then how can we repurpose that core content into those so that we are not having to start from scratch all the time. And also that people, regardless of where they're seeing us are coming through a consistent message, you know, from our brand.
So that is it. The question is, do you have core content create once repurpose everywhere? And if you do have a core content, you know, for me, it's this Podcast and I'll say on my Sunday email the Podcast basically. I mean, it becomes the blog which goes on the, the website. It becomes Instagram posts. It becomes part of the newsletter. So the Podcast is really the core content. So wanna think about what your call content is? And then how are you living up to that acronym of create once repurpose everywhere, as opposed to creating 10,000 pieces of content that are not cohesive. And that also doesn't have a strategic plan to drive people back to something that you want to be offering them, whether that's a free thing or a service or a product or a mix of all three. So that is it for today's quick tip episode.
As always the podcast show notes will be available and you can find them over at mydailybusinesscoach.com/podcast/171 as this is episode 171. Thank you so much for listening. If you enjoyed this, I'd love it. If you could hit subscribe so you don't miss out on any other future episodes. And also if you might share it with a friend and if you decide to share it socially on social media, please make sure you tag @mydailybusinesscoach. So we don't miss it. All right. Thank you so much for listening. See you next time. Bye. Thanks for listening to the, my daily business coach podcast. If you wanna get in touch, you can do that at mydailybusinesscoach.com or hit me up on Instagram @mydailybusinesscoach.
