Although it was a difficult decision, my favorite INBOUND 2018 session was (drum roll, please): Conquering Consistent Content: Tools & Tactics to Become a Prolific Blogger, Podcaster, & Broadcaster. Long title, but what it boils down to is content stacking, an approach that makes planning and creating content more manageable. Dr. Colin Gray, CEO and founder of The Podcast Host and Alitu podcast production, ran the session, discussing his three-prong content stack approach.
INBOUND is a conference hosted annually by HubSpot and attended by 23,000+ marketers. The conference agenda was filled with breakout sessions, keynotes, parties, and food trucks (so many delicious food trucks). INBOUND 2018 was all about the breakout sessions for me, and choosing a favorite was difficult. (I feel like a judge on my wife’s favorite TV show, So You Think You Can Dance; in every episode, they say choosing a winner is the most difficult decision.)
The steps to content stacking
The first step in the content stack process is planning your content focus. For example, you decide on a series about the best marketing strategies for small to midsized businesses on a budget. Then you take that subject and break it down to the smallest components possible (such as ‘best marketing strategies for professional services small and midsized businesses with a budget of $7,000 per month or less).
Once you’ve figured that out, break it down into four parts:
- Action – (What you want the audience to do next)
After that, write a blog, record a podcast, and produce a video episode about that singular idea.
The third step is to link each media to the next: the blog links to the podcast, the podcast links to the video, etc.
How long does this content stacking take?
Colin shared his typical time to produce the content stack:
- Plan – 20 minutes
- Writing – 1 hour
- Publish – 20 minutes
- Record – 30 minutes
- Produce – 30 minutes
What are the benefits?
- Have a tone that’s both unique and appropriate to each medium (blogs are written, podcasts spoken, videos watched) so the subject stays fresh across the mediums.
- By linking each piece of media, you guide the audience from blog to podcast to video, creating engaged fans of your content.
What else do you need?
Don’t forget the call-to-action (CTA). Do you have an ebook, webinar, or how-to guide you want to promote? Using the content stack, you have three mediums to distribute and amplify your message.
Speaking of CTAs, are you interested in content stacking but lack the time or resources to get started? Leading Results can do it all: write blogs and record, edit, and produce podcasts and videos. We would love to talk to you about your content stacking ideas.