Data-Driven Snackable Content

Data-Driven Snackable Content


The philosophy that’s driving what I’m doing at is that today, in order to get noticed amidst an unbelievable amount of noise, brands have to be consistently top of mind. And making it harder, you need to do that wherever your customers are. 

I don’t care what business you’re in, some segments of your customers are on Medium, Twitter, Facebook, LinkedIn, TikTok, Instagram, or YouTube. You got to be part of the conversation on each of those, which is tremendously difficult. And making it even more complicated is that to slice through the noise, it’s not just a quantity play, you have to have compelling content. 

We have seen HBO, Apple, Netflix, and Amazon; everyone has become content creators. We have raised the bar for monolithic expectations for anything that’s going to get four seconds of our attention on this little device.

I have a lot of empathy for small businesses, and I have a ton of empathy for marketers. Because the question is, “How do you produce content consistently across six to eight different channels that is high quality?” That is the bulk of what I’m trying to solve with Captivate. Which I would describe as our goal is to have insanely efficient production of exceptional quality content. 

I’ll walk you through the playbook of what I’m doing. You don’t have to work with us to do this. I want to try to tease out the insights that are driving me in this moment with Captivate and how we’re doing that. 

The way that I found that that works is that the type of company I work is very busy. So our pitch to them is, “Look, give us two hours a month. I know that you have a lot to do. I can’t do it for less than two hours, but I can do it.” If a C suite executive gives our team two hours a month, we can deliver on this. The way that we do that is through either a podcast or webinar series. 

I want to be clear; I don’t care if your podcast gets any listens. I run two different podcasts. I don’t look at the listens at all. I don’t care about that. Because it’s a means to an end. And it is an exceptionally efficient means to an end. 

At a high level with our clients, I’ll say, “Look, give us two hours to do a podcast interview, to do a webinar. And we’re going to turn that into 8 LinkedIn posts, 20 tweets, 4 blog posts, 6 YouTube videos, and 10 different Instagram reels. What that allows us to do is fill your content calendar. But instead of one number that we get with podcast analytics, which is listens, I now get about 100 different numbers. And what we’re trying to do is what I call data-driven snackable content. All that means is we’re throwing all of this high-quality content out. And we’re going to see what resonates and that’s going to guide the content that we create.

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