Oh boy, I am super pumped to write about this topic! Mainly because I used to HATE creating content, and although I’m still not a massive fan of creating content, I have created a system that allows me to create a whole month of content in just a few days.
I put out a tonne of content for Release Queen out every week. I have a Blog, Podcast, YouTube channel, Facebook, Instagram and TikTok… and I don’t even like social media! I prefer to live life in the moment rather than post everything I do to my social media accounts. But, as an artist, or an online content creator, it becomes a necessary evil to create a good amount of high-quality content.
If you’re anything like me and pretty much all of my students, when you aim to create content, you either sit in front of the computer screen staring blankly for hours or you just post whatever is going on that day. This is precisely how NOT to create content.
The idea behind creating content is to use it as a marketing tool to bring new people into your world. Ideally, you should be moving them onto your email list. Email marketing is the #1 way to market your music. When you have someone’s email address, you can communicate with them directly, and you aren’t at the mercy of an algorithm and platform owner. Content is the cheapest way to grow your fanbase, but it’s also a long game. So many artists give up before they get anywhere because they have posted content for 3, 6 months or even a year, and nothing is happening. But, with time and consistency, the content will grow your fanbase and, in turn, your career.
So who has time to create content ALL of the time? Most of us are busy making new music and doing the creative, artsy stuff we love, right? Well, I use a system for my content that allows me to share content on all of my platforms a few times a week. So the more you’re out there, the more chance you have of being discovered. That said, here are the three things that make up my content creation system.
What is a content calendar? A content calendar is a spreadsheet that allows you to organise your content a week or month in advance. My content calendar gave me clarity on my posting schedule, what I would post and where I would be posting to.
Once you have created a template for your content calendar, the first thing is to sit down and brainstorm content ideas for your social media. What do you want to post about? Use this opportunity to think about any promoting you want to do, Q&A, going live, quizzes, competitions and upcoming projects. Once you have a list of topics, you can start piecing everything together on your content calendar.
Below is a list of the columns I use for my content calendar; you can feel free to create your own spreadsheet with these columns and adjust them to suit you.
Topic: This is what the post will be about. For example, “New song out today.”
Day/date: This will be which day and date you plan to post your content.
Content-Type: This is what type of content you’re posting. For example, video, graphic, carousel, competition, email for your list, going live or just a status.
Platform: What platform will this go to? Will it be Instagram, TikTok, Facebook, Twitch, YouTube, Snapchat or email?
Posting Schedule: When will you post? You can spend some time researching the best posting times and hashtags to give your content the best chance of exposure.
With this content calendar, I can now move on and create my content because I know exactly how many pieces of content I need and when it needs to be completed and scheduled for posting.
The idea behind repurposing content is to start with macro or large pieces of content and then break them into smaller micro pieces of content. My life changed when I started doing this!
A great example of turning a macro piece of content into a micro piece would be starting with a video, perhaps a vlog or film clip. Once you have the pillar piece of content, you can start breaking it down into micro pieces. Find smaller portions of the clip, funny little scenes from the vlog and create reels, TikTok videos or stories. Take some of the lyrics from your film clip, create an IG post, and turn quotes and lyrics into carousels.
From just one video, you can create weeks worth of content!
For Release Queen, I start with a blog, and then I use that blog to create my podcast. From the podcast, I email my list with the new content and encourage them to check it out. Then I look at the rest of the content. Podcast grabs for Instagram, Facebook and TikTok. Carousels using inspirational pieces from the original blog, and then I record a few videos based on that week's content. That’s 12 pieces of content per week spread over multiple platforms.
You already have your content calendar ready to go, so you know what content you need to create and for what platform. From there, you start repurposing your content in accordance with your schedule. But! You don’t want to be doing this every day; it’s too much of a time suck. That’s where the magic of batching comes in!
Set aside some time in your schedule and create all of the content over a few days. Don’t do anything else other than create this content. Spending time batching your content will be an incredibly productive use of your time. Once you’re in the zone of making your content, you will be able to create it quickly and efficiently.
After you have created your content, it’s time to schedule. I use scheduling software called Later, but you can use creator studio for Facebook and Instagram, you will be able to schedule emails through platforms such as MailChimp or Bandzoogle. You can create all of the captions and schedule them in accordance with your content calendar, and that’s it. You’ve now created a month of content in just a few days, and you won’t need to think about it anymore.
So when you are thinking about creating content in the future, use these 3 strategies to make your life easier.
Create your content calendar first, so you have a structure for your content and keep it as a template so you can reuse it for future content creation. Then repurpose your content, don’t try and post new content every day for every platform. This is time-consuming and stressful, and lastly, batch it all! Get it all over and done with.
As an indie artist, time is money. If you don’t have time, you need money, and if you don’t have money, you need to spend the time. Creating a consistent posting regime allows you to build rapport with your audience, which shows them consistency, and that will build trust between you and your audience. They know that they can rely on you to keep showing up. There is nothing worse than a fan becoming invested in an artist that is too lazy to post consistent content.
The last and most important thing to remember is that building your fanbase through creating content will take time. It’s not an overnight game, and you have to commit to it. Creating content this way will be the quickest and easiest way to generate consistent, quality content for your audience. Your main goal should be to get your fans onto your email list so you can create superfans! They are the ones that will allow you to generate a high income!
Let me know in the comments below if you struggle to post consistently on social media.
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