In this article Michael is showing how you can have a huge content creation machine with just limited resources in your startup.
Posting content regularly on social media with a small startup team can be challenging. Especially when everybody has many other tasks to do.
At the same time, we all know that you should be on social media from the beginning on and can't start early enough to build your followers and create a positioning and a strong brand.
That is why we have developed three frameworks that help us solve this problem and enable us to create content at scale for our social media channels while reducing the effort as much as possible.
In this article, I will present to you the frameworks that we at Type Studio have created. Each of them has other additional benefits besides regular posting on social media that I will highlight as well.
So without further ado, let's start with the first framework.
By creating directories or collections of valuable resources, you can not only add value by letting people explore them and perceive you as an expert on the respective topic, but you can also use them to start a recurring posting series.
Our first directory was about the "Best Startup Product Videos".
As background information, we are building Type Studio, a text-based video editor that runs online in the browser.
We have collected over 40 of the best startup videos on this list. To enrich this resource with more information, we asked some questions behind the videos. For example, what their gear is for shooting their videos, if they can share a picture of their setup, etc.
With this, we added personal information and built a relationship with the content creator behind the videos. It is beneficial to build relationships with other startups like Ahrefs, Zapier, Notion, Figma, etc., which are many steps ahead of your journey.
Initially, we have launched this collection on Product Hunt, which has brought some attention to this curated resource and boosted our website traffic. But this is another topic.
Subsequently, we added the information that we have gathered into a nice template design. We decided to make a carousel post out of it because they work pretty well on the social media channels these days. We featured one startup each week and shared their information about their content creation process and other insights. This allowed us to create a content series for many weeks and months with little effort.
The additional effect we could observe is the support of the respective startups or content creators, who we diligently tagged in our posts and were always willing to share the post in their network. This allowed us to take the reach that these startups or individual people have and distribute the post beyond our own bubble.
Another framework that helps us produce content at scale is repurposing our videos. Alex, who runs our YouTube channel, creates videos about our tool but also informative videos about all kinds of topics around video content and video editing. He then repurposes these into formats that are appropriate for the various social media platforms.
This means that he cuts the main video with our own product Type Studio into a short 60 second version. He also brings it into a horizontal aspect ratio. Since most users consume social media content on their cell phones it is very important to make the content suitable for the phone. This includes not only a suitable aspect ratio but also subtitles and catching headlines.
Another advantage of creating short format video content is that you can post these videos not only on TikTok, Instagram, Twitter, LinkedIn, Facebook, etc., but also in the new YouTube Shorts format which brings you some additional views.
Recently we started our own podcast “The Creator Come-Up Show”, and here we also use the podcast in several ways to get the maximum out of it. You could say we have a combined strategy of the first two frameworks. On the one hand, we create content with people who have a large network and are much better known than we are. On the other hand, we repurpose the interview to create many small content pieces for our social media channels.
I hope I could give you some inspiration and show you ways to generate a lot of social media output with little effort. Surely there are many more methods of how you can create content at scale and distribute it across all channels without much effort.
With these three specific frameworks, you can create a strategy for your own niche, and position yourself as an expert, network with top people and project their reach and visibility on your startup.