Are you a small marketing team or a solo entrepreneur struggling to keep up with content demands? In this episode, Michelle J Raymond shares her best-kept secret for creating endless content without burning out. Learn about the tools and strategies she uses, and how you can implement them today!
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Key moments in this episode:
00:00 Overcoming Content Creation Overwhelm
01:45 11 Reasons to Love LinkedIn Live
05:54 Getting Started with LinkedIn Live
09:31 The Six W's Framework for LinkedIn Live Success
13:56 Maximising Content from LinkedIn Live
16:25 Essential Tools for Content Creation
19:04 Upcoming Special Guest
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners.
Connect with Michelle J Raymond on LinkedIn™️ - https://www.linkedin.com/in/michellejraymond/
B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs.
Book a free intro call to learn more - https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Social Media for B2B Growth Podcast is a fully accessible podcast. Audio, Video, Transcript and guest details are available on our podcast website - https://socialmediaforb2bgrowthpodcast.com/
Subscribe to our YouTube Channel - https://www.youtube.com/@MichelleJRaymond
#LinkedIn #LinkedInLive #ContentMarketing
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Michelle J Raymond: Are you an exhausted one person or small marketing team that is struggling
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to keep up with feeding the social media beast and creating all of your content for your business?
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Never fear help is on the way and this episode is for you.
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G'day everyone.
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It is Coach Michelle J Raymond back again for another episode and in this week's podcast, if
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you are exhausted from trying to keep up with the demands of creating so much content to feed
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the beast, to keep the algorithm happy, don't worry I'm going to cover my favourite format of
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content that is really going to save you time.
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In today's episode, I'm going to be sharing my secrets into how I actually
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can keep up within my business.
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So there's myself and Lil that are doing everything.
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How do we keep up with feeding my personal content on LinkedIn?
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We've got two Company Pages over on LinkedIn.
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We've also got a YouTube channel.
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We've got YouTube shorts going out.
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We've got a TikTok channel.
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We're creating blogs for our website.
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How are we doing all of this and a LinkedIn newsletter with just a small team, and I can
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tell you it's by following this process, using this format of content and having the right
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tools, which if you stick around to the end, I'm going to share exactly the three main
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tools that I use that you can use as well to keep up and honestly, this is a game changer.
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I appreciate that some of you listening to this might think that what I'm
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about to say is too good to be true.
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So I thought that I'd start with my 11 favourite reasons that I
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absolutely love this type of content.
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It's available to you on LinkedIn.
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And I've been doing it for around four years for the best part of weekly, maybe a little
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bit less recently, but ultimately it has been the cornerstone of my content strategy.
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I know that this works.
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It especially works for Company Pages.
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So if you're a page admin, you are gonna want to listen to this.
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The 11 reasons that I absolutely love this content format is number one, enhanced
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engagement, who doesn't want more engagement?
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Increased visibility.
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You get authentic connection with your community.
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It's a great way to build authority.
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It's community building.
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You can also do product demos and launches.
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What about market research?
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It's also an amazing network opportunity, both for your business and the attendees.
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We've also got a competitive advantage because there are so many businesses
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that are not leveraging this format type.
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You can build your brand.
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Probably my favourite reason of all out of these 11 reasons is reason number
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11, and that is content expansion.
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How do you use this format to create more content in less time?
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Now that I've dropped those 11 reasons, have you got any ideas around what
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type of content that this might be?
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Before I go into it, here's a quick word from our podcast sponsors, Metricool.
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Have you guessed what type of content I'm talking about?
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Shout out to anyone that guessed LinkedIn live format.
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And LinkedIn lives are definitely my favourite format of LinkedIn content out of everything.
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And I spoke about this briefly when I was talking about our LinkedIn Marketing Guide
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for 2025 episode, talking about interactive content, being the name of the game for 2025.
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And LinkedIn lives are the ultimate for this.
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Because not only can you highlight your business and the people within it, you get
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to interact directly with your community.
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What do you need to get started to run an event?
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It is not that hard.
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And I don't want you to become obsessed with worrying about having
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the world's most expensive tech.
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From a tech perspective, I think it's worth having a good microphone and a good webcam, but
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if you don't have those, give it a go anyway.
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Start somewhere.
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The trick is to get started.
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And I can promise you on the first one, we've all got a really funny story to tell.
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Mine is the very first LinkedIn live we shared the wrong link and everybody
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was trying to get backstage and I couldn't work out what was going on.
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And the limit was only 10 people backstage.
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It was carnage.
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So the next one.
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I'm not sure that it was much better.
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We shared the right link and what happened was we also forgot to press the go live button twice.
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We pressed it once, not twice.
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And it meant that myself and the other person that was on the live with me, we were practically
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talking to ourselves for around 15 minutes.
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If you've got a horror story about LinkedIn lives, I'd love to hear about it.
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Send me a direct message, drop a comment if you're on Spotify, you can do that now, which is cool.
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It's really easy to set up LinkedIn lives, but there is a couple of
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things that you're gonna need.
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Number one, you need to set up a LinkedIn live event on LinkedIn, so start there.
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And then the second thing you do need is a streaming tool.
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So that's a third party app.
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Right now you can't do everything natively within LinkedIn.
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I don't see that changing.
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LinkedIn has their own partners and approved streaming partners.
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StreamYard is who I use and have used the whole time.
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We've also got Vimeo If you use that currently.
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Switcher Studio, Restream, SocialLive.
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These are some of the other streaming tools.
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If you want the whole list, please reach out to me.
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I've got a whole article that I've written on this that will expand into this further.
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Once you set up your event in LinkedIn, you go and pair that with your events that
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you set up over in your streaming service.
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So again, I use StreamYard for mine and I'll put my affiliate link where you get
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a small discount, I think if you want to give it a go, but try the free version and
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practice, because what I found when I was choosing these tools is the one that was most
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popular was not the one that I enjoyed using.
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I didn't find the dashboard intuitive.
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Now you might be out there and try to StreamYard and feel exactly the same.
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So it's always important to have a play around in the background before you go live.
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Trust me, trying to learn while you go live is not ideal.
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Been there, done that, don't recommend it.
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To have a successful LinkedIn live event, there's a lot of things that I want you to
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consider, before we even dive in the deep end.
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The more that you plan up front, the less stressful the whole event is, you can
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maximise how many people show up and you can make sure more importantly, that you
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deliver on what you promise for the audience.
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Keep in mind, they're exchanging their precious time to come and attend these events.
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So you want to make sure that you deliver.
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Now I'm going to share with you my six W's framework step by step.
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For those of you listening to this on the audio podcast, don't forget to come across, connect
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with me on LinkedIn, subscribe to my LinkedIn newsletter and this Information will be included
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in there, so you don't need to scribble it down.
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So the first W that we start with is Who.
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Who is our target audience?
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And everything you do should have this in mind first.
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Every decision that we're going to make when we answer the other W's means that
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you can clearly know that this is going to be best for that target audience.
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So start with who is the target audience?
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The second W is What.
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What is the message that you want to get across?
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When you have clarity on the message, the format that you select becomes a lot easier to choose.
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So it could be a solo show.
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It could be an interview style.
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It could be a fun quiz show.
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It could be a Q and A session.
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There are so many different ways that we can do this, but understanding what
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is the message you want to get across first up, will make this much simpler.
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The third W is Where.
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Where will you go live on a Personal or a Company Page?
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And there's pros and cons of both.
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And this can really depend on what you're trying to achieve.
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Is it brand awareness for the business?
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Is it growing followers for the Company Page?
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Is it that you want a registered event, which is one of the upsides of LinkedIn Company Pages.
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You can hold a registered event where people can opt in to share
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their details and you can follow up.
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For others though, going live on a personal page might make more sense.
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You might have someone that's a really well established subject matter expert, thought leader,
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or has a really well built strategic community on LinkedIn that you want to take advantage of.
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Or you might be a consultant listening to this and go, I don't have a team and it makes
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more sense to do it on your personal profile.
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Choosing where ultimately comes back to what is the goal that you have for this LinkedIn live.
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So think about that as well.
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Let's move on to the next W, which is When.
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When will you go live?
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And when you're setting the frequency, you need to have a look at what are your
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business goals and what are the resources that you have, and that can determine whether
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you can keep up with a weekly schedule.
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Or whether one a month is more than enough, and it could also be ad hoc.
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What's crucial with this is thinking about what time can you do ? Is it going
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to be during business hours, which might make it hard for your audience to attend?
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Is it going to be a quick lunchtime event?
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That is where I started quick lunch and punch sessions is what they were called
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back in my very first LinkedIn live.
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Or are you going to do it after hours?
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And do you have the team available to make that happen?
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But once you've decided the frequency and the timing of your LinkedIn
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live, let's have a look at Why.
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Why are you doing the LinkedIn live?
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and make sure that this again is aligned to your business goals.
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eg it could be brand awareness.
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It could be community building.
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It could be a lead gen event.
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You might want to gather some market intelligence or highlight new features of products
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or services that you're about to launch.
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The reason for doing a LinkedIn live is not because you listened to this podcast and
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Michelle J Raymond said that they were fabulous and they're a time saving format of content.
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And this is really important.
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As much as I love these, you have to work out, is it right for your business and your goals?
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And to that point, the last W is why not?
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I also want you to question, is this the right format for your target audience?
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Think about it strategy first, go back to who is the target audience and what is
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the message that you want to get across.
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And you might actually discover that LinkedIn live is not the right format that
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perhaps a newsletter is a better format.
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Perhaps a series of short form posts might be a better option.
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I know how helpful the six W's framework is into making successful LinkedIn live events.
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But marketers, I promised you that I was going to share exactly how I use this LinkedIn format
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type to create content that saves me so much time.
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Like it is crazy that I have got more content than I can keep up with.
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Lil has got our content scheduled out everywhere using Metricool for over six weeks at most times.
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And we're at the point where we're actually drowning in content.
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Can you imagine all from a half an hour LinkedIn live?
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Are you curious to find out how we do that?
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After this quick break, I'm going to share with you exactly the tools that we use and how
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many different formats we can split this into.
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When you're streaming a LinkedIn live you can actually stream to multiple platforms.
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So if you're active for your business on other social media platforms, the good part is all
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at one time, you can go live and maximise the return on those communities that you built.
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So not only can you stream on LinkedIn you can stream to those other places at the same time.
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You can also create long form video for YouTube, but for those of you who might be more interested
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in creating your podcast, yes, absolutely from a LinkedIn live with the right tools, you can then
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go and create both an audio and a video podcast.
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We've got blogs and newsletters that we do.
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I've got posts that come out on my personal account, plus the Company Page
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accounts that we're running as well.
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Yes, you can get all of that content and I'm talking more than you can keep up with
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out of just a 30 minute, well structured LinkedIn live with the right tools.
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If you've been listening and thinking, yeah, that's great if I was a video editor and
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I could take away that 30 minute video and turn it into all of those things, never fear.
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No one in my business is a video editor either, but with the right tools, you can
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become one, and this is the beauty of it.
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And I'm going to share with you my three favourite tools right after this quick break.
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The best part about these three tools is that it's going to make this whole framework possible,
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even for those who don't have video editing skills in house or the budget to outsource.
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And this is what I love about these three tools is that they are just amazing.
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And this is where tech really comes in to save the day.
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The first tool that I want to talk about is Descript.
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And that for me has been a game changer in our business.
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And ultimately what it will do is take the raw video, you can upload it.
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And if you've had lots of ums and ahs or silly bits, or you want to make shorter clips, maybe you
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want to make an audio podcast or get a transcript, it does all of these things in the one tool.
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And especially it will help you get your subtitles, which are really important in
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making content accessible to your audience.
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So Descript is a must have.
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I will put my affiliate link in the show notes.
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Check it out.
00:17:25
You are going to be mind blown.
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This is where AI is just sensational and makes life so much easier.
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The second tool, which I think is very cool that you should check out is Opus Pro.
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And it is what you're going to use to take a 30 minute video.
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And basically ask this tool to find you 30 second or 60 second clips,
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or you can go a little bit longer.
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Within Opus Pro, it will take your uploaded video, go through and look for the most memorable
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moments and clip those out Give them a rating and this is how you keep up with short form video.
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So not just now YouTube Shorts and Reels, but also think about LinkedIn and it's love
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right now of vertical short form videos.
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But you can do all of this in just a few minutes, because the AI is doing the work for you.
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This is why I love AI when it takes the tedious work and does it for you and frees up your time.
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What is the third tool?
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Call it ChatGPT.
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Call it Copilot.
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Whatever your version of generative AI tool that you use, but taking the transcript that we got
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out of Descript and putting it in there with some prompts allows you to then take that text, which
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has already been created and turn it into other formats within seconds, like how cool is it that
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it can come up with these answers pretty quickly.
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Now of course you have to learn how to do the right prompts and it can take a little
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bit of practice, but be patient because ultimately it's going to save you so much time.
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You're welcome.
00:18:57
You can thank me later.
00:19:04
As we wrap up today, you know how I've always got those promotions within the podcast
00:19:08
that say, make sure you follow or subscribe.
00:19:11
Well, make sure you follow or subscribe.
00:19:13
Because coming up in a couple of weeks, I've managed to secure an interview with
00:19:18
a senior content manager at LinkedIn.
00:19:22
Who's going to come and share how B2B brands can win with content on LinkedIn.
00:19:27
And this is a followup to my 2025 Marketing Guide episode that was just a few episodes ago.
00:19:33
If you missed it, go back and listen.
00:19:35
I want to expand on it.
00:19:36
What kinds of content really work on LinkedIn as we plan out 2025.
00:19:42
You don't want to miss that.
00:19:43
It's a special event and I hope that you can make it.
00:19:46
So until next week, cheers.