The Quick & Easy Way to Create Epic Content

Question: What’s the most important element of your marketing funnel?

Answer: Content.

Without great content, you’ll sound like everyone else, your target audience won’t be drawn to working with you, and your ads won’t convert.

Most B2B SaaS companies are terrible at creating content. Why?

❌The senior people are too busy to create it
❌They use AI content, which is horribly generic
❌They outsource it to an agency who are not subject matter experts
❌They use a junior in-house person who is not a subject matter expert

I’ll admit that my agency used to suffer from point 3. We would occasionally get complaints that our content was too generic. So, I made it my mission to fix this issue. I came up with a brilliant solution that not only creates awesome content but also spawns multiple different content types and dramatically reduces client revisions.

I will share my 6 steps with you today so you can implement them into your business to create faster and better content in-house.

This will benefit you if you are an in-house marketer struggling to create high-quality content or a founder spending far too much time creating content.

Step 1 – Create a content calendar

All great content starts with a strategy, specifically a content calendar. I suggest focusing on one particular topic for a specific target audience for a period of 1 – 3 months.

You can build a content calendar with Google Sheets. Use these columns:

• Publish date
• Theme
• Topic
• Type
• Status
• Notes (further description of topic)

Here’s an example from one of our clients at Rocket SaaS:

Step 2 – Write interview questions

Most companies or agencies will take the content calendar and start writing the content or get AI to write it. This route leads to generic, crap content. Instead, you’re going to interview one of the senior thought leaders in the company.

You may think, “The senior team is too busy to be constantly interviewed for each piece of content.” But you only need one 30-minute interview per month to extract insights for four different topics. That’s one piece of thought leader content per week.

The average person speaks 130 words per minute. So from a 30-minute interview, you will extract around 4,000 words from your thought leader.

If the goal is to get insights for 4 different topics, write 3 questions for each topic. So 12 questions in total.

Send the questions to the thought leader beforehand, allowing them to edit the questions and prepare for the interview.

Step 3 – Run the interview with the right tech

I recommend using Riverside to record the interviews because you get…

• HD video recording (not low-quality Zoom ones)
• Transcript
• AI summary

Reassure the interviewee that this is not a “one-take recording”. If they mess up an answer, you can run it again, as the content will be edited.

Run through the questions, and feel free to go off-script like a podcast episode. But always return to the questions list.

Step 4 – Give ChatGPT the transcript to create blogs

I previously mentioned that I don’t like AI-written content. But I do really like it when AI restructures and tweaks existing content.

Copy each topic answer from the interview transcript and paste it into ChatGPT after the following prompt:

I’m writing a blog article about [theme], specifically [topic]. Here is the transcript from an interview. Please improve the flow and structure for a blog article, adding headers where appropriate.

See what ChatGPT comes back with. You may need to enter a few more prompts and make some edits yourself before you are happy with it.

Step 5 – Edit clips into video snippets

Download your video recording and create short snippets for LinkedIn. I recommend using Opus Clip, which automatically creates snippets with subtitles and crops them perfectly for LinkedIn.

They will look like snippets from a podcast, which typically perform well on LinkedIn and will enhance your authority.

Step 6 – Repurpose and publish content

The blogs can be uploaded to your website. The best-performing ones can be expanded into eBooks and repurposed into email newsletters.

Each article can be repurposed into 5 individual LinkedIn posts and a carousel.

The videos can be published on your LinkedIn company page and the thought leader’s personal brand page. They can also be used in LinkedIn Thought Leader Ads to boost personal brand engagement.

The whole video interview could be shared, similar to a webinar recording.

So from one 30-minute interview, you could easily create…

✅ 1x long-form webinar-style video
✅ 4x blogs
✅ 1x ebook
✅ 12x LinkedIn video snippets
✅ 4x LinkedIn carousels
✅ 4x email newsletters

And the beauty of it? Your thought leader will not need to go through a painful review and editing process, as the words literally came out of their mouth!

We’ve been running this formula for our newest clients at Rocket SaaS to great effect. It’s a win-win-win situation. We’ve experienced…

✅ Higher quality content
✅ 65% reduction in content creation time
✅ 80% reduction in client revision time

So if you’re part of the marketing team, struggling to create high-quality content for your company, or you’re the founder spending too much time creating content, I highly recommend throwing monthly interviews into the content creation mix.