How do you come up with content ideas and formats?

👉 Think about different content formats: Video, audio, written content

👉 Writing articles: where is my place of expertise? Where did I or my clients overcome struggles? Longer form version with action steps. Repurpose the article into videos, keynotes, or other formats

👉 Audio/ Video: longer-form content within online courses; giving actionable tools (10-20 minute videos)

👉 Short-form videos: 100% Freestyle

👉 Borgert’s bullets: Topic, good quote,

👉 Think about your relevance or credibility for your audience

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🎧🎧 You can listen to the whole interview here:


Okay. You already mentioned it several times when it comes to content creation. So the interaction with the audience is very important, but also the topics. So how do you come up with ideas?

Because this is something that many people struggle with. I don't know the topics. I don't know what to write about or to shoot my video about.

So do you have a strategy or how do you come up with content ideas? Yes. So and I look at content in multiple different mediums because we have video content, audio content. We've got written content and I think I look at those in slightly different lenses.

No pun intended there. But it's one of those things where, you know, for articles, in particular, I look at articles and the ones that we write, the ones we've been published that have been published in Forbes and other things have been really around a structure on, like, where is an area of expertise that I have either working with clients, overcoming something myself, something with study and human behavior performance.

And how can we create, like, a longer-form piece of content that can actually give actionable tools that somebody can read and consume in a different way, right? People read and consume differently than how they watch and consume or hear and consume.

And so you know, we'll write the content I work with. I work with a copyrighting team to be able to help, like take my thoughts and put them into some sort of a structure. They're still my words. My, my, my, my thoughts, my lessons.

I don't outsource the content, but what I do have is I help people translate what I do best, which is communicate verbally so either audio or video and make sure that i'm capturing it in the best way for people to consume and written for that and those you know we've done.

I don't know how many articles. Now. We've probably done less than 20 articles, 15 to 20 articles, but those take a lot more structure, right? It's like a concept, and then we build out different pieces behind it.

Then we have to backfill with some research. Then we have to like work with the copyrighting team, and so those are that's the longest piece of investment. But what's great about those is they could be repurposed into short video formats that could be repurposed into talks they could be repurposed into, you know, blog posts.

And so those are all like that's a piece of content that we can repurpose multiple times. Audio: I don't do any audio or like only content, but I take other types of content and extract audio so that we can do that.

So i'll answer the audio in the video content kind of in the same way. You know, we've got a few different ways that we do that we've got some longer-form content that gets built into courses and things that's captured on video.

And those, I would say, follow more of a structure similar to an article where we wanna make sure that we've got a really thoughtful process for leading people through a concept giving them actionable tools, giving them things to think about.

And those are going to be, you know, 10 to 20-minute videos that might be embedded in a course or might be shared through somewhere insider groups.

Those will inherently have more structure behind them that might be similar to a longer form podcast or an actual talk, and those will take a lot more time. Energy, intention to produce. Make sure that we've got it dialed in.

But I also don't want to make it seem like it's something that's way more difficult than it is. There are literally sometimes I'll just turn on the camera and start talking for a 9 to 20-minute piece of content as well. Because if it's something I know I've talked about often, I think sometimes, having it just be completely run organic is gonna be consumed the best because it's the most authentic delivery.

I don't ever script anything. I don't ever read off teleprompters. I don't ever memorize talks that you'll hear like I tell certain stories often enough that they'll sound similar. But if you really dig into the stories, there are going to different words here and there. I don't have that stuff scripted and memorized, and it's the same thing, even for the longer form videos, the short-form videos which I create, one-minute videos that I put on social stuff for stories and reels, and things.

Those are 100% freestyle like it's in the moment I turn on the camera. It is what it is. And then there are Bogert's bullets, which is a 3 to a 5-minute piece of content that comes out once a week.

Those used to have a lot more structure to them, meaning I would literally think about the topic. I would find a credible quote. I would think about the structure like, where is it at? What's the lesson? I want to teach what's the close and the call to action? And in my early days that they had more structure, they took more time, they took more energy.

Now I have been speaking and doing this for so long. I don't even go to that level of effort with it. It will literally be a concept and I will get a concept and I'll set up my studio and I'll turn on the camera and I will start talking and I just basically dropped 3 to 5 minutes of content on that topic right there and then it goes off to my content editor and he will put his magic on it with the branding, all those things. And so it's evolved to a point where I've done it enough that I could turn the camera on and just do it.

But in the early days, and this is, I think, to the point that you were getting at how do people go about building content? I would say look at topics that you have relevance and credibility in. Meaning you either personally experienced it or people in your professional life or that you've worked with have experienced it and that you can tell some sort of lesson as a result of it.

And I would similar to how I talked about Bogert's bullet structure. I would think about the concept I would talk about. I would think about lead-in. I would think about what are the key points I want to accomplish.

And what's the call to action of the close in a short-form version that's going to have the greatest amount of impact. I think if you go through that type of structure for any type of short-form video, you're gonna be on the right path and then the last pieces trust and surrender, right, like trust yourself that you know what it is and surrender to the process, you're going to screw up.

You're going to have multiple takes. You're going to, like, just have multiple cuts and editing on, especially in the beginning. But the more you do it, just like anything in life, the easier it will get.

I can drop a 3 to 5-minute video, typically on one take with no cutting anymore. But that wasn't the case. Early on. I would have to like, do two or three takes, right pause, and I'd have to cut a few different clips together.

That's okay.

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