Ronda Nelson: Well, hello, my friends. Welcome back to The Clinical Entrepreneur Podcast. My name is Ronda Nelson and I am your host. I’ve got a great topic that I want to talk with you about today, and it has to do with content. I know for many of you that content is that big, bad word that no one wants to talk about because we don’t have time, but I’m going to show you today how you can repurpose one piece of content a week. It does require a little bit of time management to get this one piece of content done, but once you have it done, you can repurpose that content all over.
Ronda Nelson: Most of you are likely clinicians or practitioners with your own practices, and as we all know, we wear all these different hats. We’re trying to take care of patients, run a business, manage staff, bill insurance or collect, whatever we’re doing and it’s hard. So I’m going to try and make this super simple. First of all, you’ve heard it said that content is king, and we all know that this is true. The more content that you provide, the better, but there’s a caveat to that.
You could just throw any content out but if it’s not content relevant for your ideal patient, it’s not often going to work for you because it doesn’t speak to the heart of your ideal client. So, yes, content is king, but not all content is created equal. What I want to teach you to do is find the right content that’s going to speak to your perfect patient in a way that’s going to attract them, build credibility, build trust, and help them to know that you are the right person to be able to help them solve their problems. If you need a refresher on the type of content you need to be thinking about, check Episode #19. So, RondaNelson.com/19 and it’s how to create four weeks of content in three simple steps.
Before we dive in, I will give you an overview of the six general types of content that you can do pretty actively. Number one is video, and video is king. Number two is straight audio. Then there are blogs and emails, so that’s number four. Number five is social media posts. Number six are lives that you would do on Facebook or Instagram, those kinds of platforms. So those are the six basic types of content. There’s one more type that we will not dive into here today, I’ll put that on the list for a future episode. All we’re going to do is create one piece of content, and then the rest of the content pieces will come from that one.
Number one, record a video about a topic of interest. Now, this isn’t a live video. You’re going to record a video around the topic that you want to talk about that week. Let’s say that it’s October and it’s Breast Cancer Awareness Month, or I prefer to say Breast Health Awareness Month, and you decide that each week you’re going to talk about a different aspect of female health, and one of those weeks will be about breast health. You could do a video about the importance of stress management to keep prolactin down to minimize breast tenderness, or you may want to talk about herbal safety as it has to do with breast and lactation. Whatever floats your boat, my friend, you do you. First find your topic, (around the month or the day or the week), and you’re going to record a video. Now, the video shouldn’t be more than 10-15 minutes long.
We need short little snippets, and you’re going to talk about your topic for ten minutes. Now, for those of you that are camera averse, use the camera on the backside of your cell phone. Get a little stand, put your phone in it with the back of it facing you. If you haven’t done a video before, it’s okay; know you aren’t going to be perfect the first time. And that’s exactly what makes you, you…and that’s what I love about you! So what if you slipped up and said something wrong? I say stuff wrong on these podcasts all the time; sometimes I edit them and sometimes I don’t. That’s the part that makes it real, raw, and relatable. Once you’ve got your video, extract the audio from it using an extraction tool, and the ones we use are linked in the show notes. So now we’ve got a video with audio, and then we have an audio file separately. If you absolutely do not want to do video and just use audio, I recommend using Audacity. However, the goal here is to have a video file and an audio file.
Step two is to transcribe the audio or video file. Either way, you’re going to have an audio file, whether you record it straight or you pull it from the video. The best way to do this is with software that makes transcribing super easy and inexpensive. The company you want to use is called Rev, or another option that’s great if you’ve got video is Searchie. Searchie is actually the technology that we use inside The Clinical Academy that automatically transcribes the audio right within the video. We can make it so that there are scripts at the bottom to turn on and off. Rev or Searchie would be my two top recommendations for transcriptions, and those are linked in the show notes.
Now that you’ve got your video transcribed, we will clean it up so that it reads well, and we can create this into a blog, which is step three. Once we run it through Rev, we’re going to get the transcript, but it’s not going to read well. We talk much different than how we read, so what we want to do is hire someone that can help us transcribe the audio and make it into a blog post. This is so incredibly easy to do, and you can do it super inexpensively. Now, we’re going to create a blog! You can post that blog on your website, either through the back end of your website or have your web designer do it. You want to find a good image that goes with your blog, create a URL, and then post it on your social media channels.
Step four is to take that transcript and break it into smaller concepts that you can create an email out of. For instance, as it has to do with this podcast, maybe I want to send a little email about extracting the audio from the video. Emails to your patients don’t have to be big and long. In fact, I recommend that they’re short and to the point. Start by going back to your transcript, circle a few things, pull out relevant information, and then have an assistant write up a simple email from that bit of copy. Always have a call to action, like what do you want the patient or reader to do? Your call to action could be something like, “This week, go out and take a walk in the fresh summer air.”
For number five, we’re going back to our transcript to find three to five ideas that you can pull out to use as social posts. We want to use these as short little social posts, and you can even use a tool like Canva if you’re going to make little quote cards. This way, all your content for the whole week is consistent everywhere. It could always be a reminder, or something that you realize, like an aha moment from your transcript. Whatever it is, you want to get that into three to five social posts per week, preferably with a picture of yourself. If you don’t have any good shots of yourself, have a staff member take a few pictures of you, maybe when you’re adjusting patients or smiling and looking in the camera. Stock pictures are okay, but people want to connect with you! I’m not opposed to stock photos, but you also need to have some pictures of you in there.
Number six is your bonus assignment, which is to do a Facebook live or an IGTV. What I want you to think about is how you can serve your community. How can you serve the people you want to attract as new patients and the ones you already have in your practice? Make sure that you’re giving them what they want, whether it’s showing up on IGTV, IG stories, or a Facebook Live, and share something that you saw or some super cool recipe that you just made that you really liked.
Once you have this process in place, it’s only going to take one to two hours a week. Basically, the transcript is where you’re going to create the rest of your copy, and the video goes on YouTube, LinkedIn, or uploads to IGTV. If it’s a video with enough content to it, you could even include it in some training you offer for your patients.
Now how do you get a little bit of help? This is where a virtual assistant can come in handy. You can hire a virtual assistant overseas from Onlinejobs.ph, or you can find a US-based person from somewhere like Fiverr or Upwork. The US person will cost a little bit more, and the Online jobs, the Philippine outsourcing, will be a little less expensive. If outsourcing outside of the US, you have to be careful because you need to find somebody who has a good command of the English language since they will be creating social posts for you. You want to review them for any mistakes, misspeaks, or grammar. When you send it off to someone, be very clear about what you expect, and when you get it back, definitely review it to make sure that it has your voice. This is where a virtual assistant can save you so much time and headache. And it’s okay that you’ve got the same kind of content going out different ways. Some of your patients will only see your email, while others will only interact with you on social media. That’s why it’s important to get the same message out on all platforms. Do not worry about it being duplicate content because, really, that’s not a thing.
When you are thinking about making content, first of all, make it you! Make it real, raw, and authentic. Have it embody your unique personality, your message, your humor. Always make it fun, there’s way too much seriousness in the world right now. We have to be able to laugh or smile when we have these kinds of interactions. Lastly, make it useful. It has to provide some value for the person consuming it, and if it doesn’t benefit their life, then they’re going to tune you out, and you don’t want that to happen. You want to provide a lot of value so that they keep coming back for more. Also, remember, consistency builds trust. Just like when we started where we said content is king, consistency is probably queen because that consistency begins to build trust. I show up every Tuesday with this podcast, and you all know that every Tuesday you’re going to get a new podcast.
Ronda Nelson: Let’s recap really quick with four key things. Number one, record that video with the back of your camera and then extract that audio file, or you can just record audio. Ideally, we want a video and audio. Number two, have it transcribed. Number three, use the transcription as the basis for your blog post, your social media posts, and an email to your patient list, and then finish it off every week with at least one Facebook or Instagram Live.
And that is how you repurpose content! It saves you time and saves you brain space. There’s nothing that I dislike more than looking at a blank white Word document with a cursor, thinking, “What am I going to write about?” This makes it so much easier.
For more business tips about growing your wellness practice, I would love for you to go to RondaNelson.com/PracticeGrowth to join our ever-growing community of wellness practitioners just like you who aren’t satisfied with the status quo. They want more in their business. They have bigger visions for their practices, for their health, their patients, for their lives. They all want to make great income, have plenty of saved up for retirement, and they want to create a business that generates revenue now, so they can enjoy their life. I love helping practitioners develop businesses that have recurring revenue so that the business continues to generate income even when you are not there. That, my friend, is what I call a fabulous business model. If this sounds like you, and you are serious about growing your practice, head over to RondaNelson.com/PracticeGrowth, and let’s get this party started. All right, until next time my friend!