Joe: (00:04)
Hey everybody. It's Joe Troyer and I am super excited to be bringing on yet another awesome entrepreneur. Uh, I got Shaina Weisinger on the phone with me and are on the call with me and Shaina, did I butcher your name really bad? I'm sorry.
Shaina: (00:18)
No, you said it perfectly. That never happens. So thank you.Joe: (00:22)So I always feel super bad talking with my guests. I'm like, did I say it right? So, awesome. So Shaina, welcome officially to the show.
Shaina: (00:29)
Thank you. Thanks for having me. I'm excited to be here.
Joe: (00:32)
Yeah, 100%. So for those of you guys that don't know, Shaina, Shaina runs a company called Repurpose House and you guys know me. Uh, I'm huge on repurposing, right? And taking one piece of content and turning it into multiple pieces of content and really making sure that I'm leveraging my time as an entrepreneur. So I'm excited to hang out with Shaina and, and share what she's up to you. And I'm sure that, uh, for a lot of you guys out there and a lot of you agencies, it's going to be make a lot of sense to you guys. So, um, Shaina, before we kinda dive deep, well you just kind of bring us up to speed on, on Wake Brand Media and then the change to Repurpose House and kind of the crazy, crazy fast business pace you've been working here.
Shaina: (01:12)Yeah. Yeah. I mean long story is still kind of long. I have been doing video production for six years. Um, I started Wake Brand Media out of like a total need to just, um, I lost my job and I was doing freelance work for a business coach. Um, and while I was doing that freelance, I was doing all types of digital marketing but a lot of video production because that was my background when I went to school for, um, we went to the Infusionsoft conference that year and we were running around with cameras. Like, how do you promote a business coach and make him look awesome. Like he has a booth. I'm like, nobody cares. Really. What's exciting about this. So I was like, how do we create Hoopla? We were running around me and a couple other people with cameras and lights like totally overkill. You don't, I didn't need all that but we wanted to create buzz.
Shaina: (01:52)Right. And as we were running around like interviewing people about his tagline, so many entrepreneurs came up to me and they are like, even like medium sized businesses were like listen, do you do video for businesses? We know we need it. And like the vast majority came back with two scenarios. It was either they had gotten a really great deal on video and they got burned. Um, because everybody can film, you know, with a DSLR and iMovie or they pay or they thought it was like extremely expensive. They are paying five, six five maybe six figures for like one to two pieces of content that they were going to slap on YouTube and like hope it does something. So out of that I got a little frustrated and I was like, I can't believe these are the only two options people think they have.
Shaina: (02:29)Let's start a video production company that has like a marketing strategy baked in. Um, and for me it was not about like, let's make one massively, highly produced video. Let's look at your strategy and see like where people are going to see this content. Because all of that content needs to have different messaging, different lengths, different like every anywhere you place content, you have to think about where that person is going to be in their journey, um, when they're watching it. And if you're going to hit them on Facebook with an ad, you don't want to talk about like something they don't know, you don't care. Like they don't care how awesome you are. They want to get something that is valuable to them. So it was basically creating strategic planning for video production. So, um, in doing that, I started to do a lot of video podcasts and to me that was amazing because it was all value based content, right?
Shaina: (03:14)You're giving and I had been promoting that for years and people just still wanted to make videos about how cool they were. And I was like, maybe let's give some content. So, um, in doing the video podcast, I started pitching that to existing podcasters who are doing really, really well. But part of what I was offering was, listen, we'll also take these long podcasts and turn them into the micro assets. So we'll do the video memes with a big bold text on top. You know, I'd done the research on what statistically works best with captions and sizes and uh, they were kinda like, yeah, yeah, like the video thing is cool and all, but if you just gave us those assets, like we would do that all day long. And I was like, okay. And I heard that multiple times over and over and I was like, well there's something here.
Shaina: (03:54)And upon research I found out nobody was doing this or at least not doing it consistently or well in a way that can scale. And I was like, alright, there's something here. So I started a company called Podcast memes and I was only doing this for podcasters. Um, which was interesting because I heart podcasters big time. Like, I had to dive into that world and learn a lot about like, cause I need to understand how that world works in order to help like help them. Um, but I realized quickly that podcasters in general, we're not the right demographic. Um, a lot of them are doing it as like hobbies and just, you know, they're not monetizing, which is fine. It's great. It's one of the reasons why that this platform is so great, but the ones that were like, this is a no brainer, we'll pay you whatever you want. Like we're getting so much out of this. We're actually digital marketers who were using podcasting as an arm of their marketing. And I was like, okay, well let's, let's refresh here. So I rebranded to Repurpose House in November and that this was last summer with a Podcast Memes rebrand to Repurpose House decided that we needed to be able to repurpose any piece of content. So went from just video and audio, to blog posts, any type of video and audio books, I mean, you name it. And um, it's been crazy ever since.
Joe: (05:02)That's awesome. Quite the story. So how long was that transition in that timeline from when you started the company? Right. And then you did the rebrand up until now. What, what's that journey been?
Shaina: (05:12)So we, I started Podcast Memes in July of 2018 and, um, I rebranded to Repurpose House in November. It was pretty much a snap knee jerk decision. I had one come to Jesus meeting with Sarah, my VP of ops, and I was like, we're bashing our head into the wall trying to pitch this concept and we know that it works. And for some people it's a no brainer and other people are just like not even having it. What is, what's the common denominator in the people who are like, this is a no brainer. And that's when we kind of did looked at everybody and we're like, oh my gosh, they're companies who are using this as one piece of marketing and that's when the switch took place.
Joe: (05:48)That's amazing. So how's the, how's the kind of content factory work, right? You guys get some content from your customers, then what happens? Explain the journey, right? Yeah. Yeah. Um, I'm really big on repurposing and making the most out of every single piece of content. I know that we're going to be doing that a ton with the podcast. I create video content every day that then gets repurposed all over the place, emails and, and memes and everything. But I'm curious to hear your, I'm curious to hear your process because I think our process is okay, but I gotta be frank. Like it's a little bit of a struggle, Eh, you know, it takes a lot of input from me to keep that thing running and without me it would be dead. So, uh, I'd love to have you kind of bring everybody up to speed and I'm sure that there's some, some things that I can learn as well.
Shaina: (06:32)Yeah, absolutely. So as far as how like the Repurpose House factory works, we specialize specifically in repurposing content for social media. So we're not going to take like a long form Webinar and turn it into a blog post for you. That's just not our wheelhouse or other companies to do that stuff really well. And it's not us. Um, we'll take the long form in any forum like this podcast for example, you're doing it in video. You can do an audio, you know, put it on lips and I'm sure you're streaming it, but we'll take that long form and you'll basically submit a ticket. You'll say, here's the link to the audio. Um, here's what I want my headline to look. We have already created multiple templates that's for you to consistently rotate through. So you'll say, I want templates at A, because that is what corresponds with my podcast.
Shaina: (07:12)You just basically give a little bit of information on headline, the in and out points that you want done. And we will turn that into you by the next morning. 8:00 AM, um, square size video meme stories that actually we're doing Instagrams or IG TV size, that then can be cropped down into your feed because that's the new cool thing that Gary's doing. So we all do it, right? Um, and then, uh, also landscapes. You can put it on Youtube, get that SEO, and then we'll do the image quote cards and all three of those sizes too. Um, and then Thumbnails for everything. So we do Facebook ad thumbnails and making sure that everything's under 20% of the text and then the landscape size. So you can throw that on youtube. So essentially it's like you take, you get that two minute clip but you get it eight different ways by the next morning.
Shaina: (07:51)And I'm a big fan of front loading. Like if you can't front load your content strategy, like you're really doing yourself a massive disservice and that still holds true for like how you then submit content to be repurposed. But um, one thing that we've learned is the pain point that we're finding from a lot of our clients or we were at least the reason we were getting churn is because people don't have time to even submit those tickets in the first place, right? Like they don't have time to go through the episode and find three in and out points at an hour. So, uh, we just implemented being able to do that for you. So it's basically like, okay, you get five tickets a week. How many of those do you want us to do? For you. And then you have the remaining leftover to do yourself, to like have open for content that you know, isn't consistently being, you know, output. So,
Joe: (08:32)That's beautiful. So you guys find some examples. Here's, here's a two minute clip that we think would be really good, right? And I'm assuming you probably grab a couple of those and then say which one do you want us to do?
Shaina: (08:41)So initially it's, so we'll, we'll do it initially we have like an onboarding call because the, the different part about that setup is you'll have your own content curator and that's all that they do, their digital marketers, but you, it's more of an agency relationship when it pops that cause you need to understand the voice, the audience, where it's going to live. Like what the biggest like points you want to drive home are. So we'll have an onboarding meeting where we go through all of that. Also. What's your content strategy look like? So do you want us to do the podcast? Do you want us to do a testimonial every week? Where does it all live? And then, um, there's just as with any relationship where if you're training somebody on the team or it's starting with an agency, there's going to be a little bit of a back and forth and the first like handful of submissions, but once we nail it and get there, it's smooth sailing from there.
Joe: (09:25)Gotcha. Gotcha. Yeah, that makes sense. Um, I think the hardest part for me has definitely been finding those quotes. Yeah. Can I have my team? Like they'll give me like 10 and I'm like, yeah, there's, there's like maybe one in here and you definitely cut it at the wrong spot. Like actually it should be here. Uh, so that's been a struggle. Uh, and I can imagine for you guys as well, especially so many different niches and clients and doing different things, um, you guys have created something amazing if you figured that out.
Shaina: (09:52)Thank you. Yeah. When you know what that is one of those things where it really is dependent on the business. Like you may be way more picky about the pieces that you want repurposed. Than another business. And some people were just like, listen, we just know we need consistent content going out there. As long as it's like in the wheelhouse of what we know we need to be creating, then great. Some people were more hands on than others and that's in any business and with any type of marketing. So it just, it really depends on the client.
Joe: (10:17)A 100%. So like in the last 12 months, 18 months, like what, what do you see as the difference kind of in video marketing, right? Like what's happening? What's changing, right. Uh, you just talk about IG TV, what else is kind of happening in the space that people need to pay attention to?
Shaina: (10:32)Yeah. You know, um, Repurposing has really just started to become something that people talk about a lot more. Um, it was kind of a best kept secret secret for a hot second there.
Joe: (10:41)Yep.
Shaina: (10:41)And it's a good thing for me, you know, with this business that people are understanding the value that they can get out of their existing content, which is really cool. But that is really the big one right now. A lot of people are talking about it. I'm starting to see more people do it, which is really cool. Like you'll see people actually format it, right? And you're like, yes, you put captions on your videos. Um, but things like actually taking existing content, repurposing it, the IG TV thing is really cool. Everything. Everybody was trying to figure out a way to put longer form content on Instagram because the problem is you have a great two minute clip you can put on Facebook and then you're like, well now I got to trim that down even further. Or it's unusable on Instagram. Right? So now being able to post to IG TV and just making sure it's formatted properly to be cropped into the feed if you choose to do that. Like that I think is a really cool change that I see being it's Instagram allowing you to get away with longer content, which is super cool.
Joe: (11:32)100% yeah.
Shaina: (11:34)Yeah. And then one of the last things I would say is selfie style content is actually super effective and it breaks my video production heart to say that. But like selfie style outperforms highly produced video over and over again and it's, it's upsetting and also just the way that it is. So, but it makes it a lot easier to make content. So that's a good thing. Right.
Joe: (11:54)I love it. Uh, my, my best ads, uh, my best videos are definitely off the cuff selfie style. I have an idea, I grabbed my phone and I quite literally go like this and walk around the office and it does the best bar none. And even I've tested with and without editing. Right. And so like, even like a little bit at the beginning of like me getting in frame or something like, and I've left it and it's performed better than the one that doesn't. And people are commenting like, wow, this is so real.Shaina: (12:23)I believe itJoe: (12:24)crazy.
Shaina: (12:24)Yeah, because people,
Joe: (12:26)What do you mean? That was just, I was just lazy and didn't edit it. What do you mean?
Shaina: (12:31)Well, that's real, right? Yeah. People want to feel like they're seeing the behind the scenes, the actual person, not the production piece. You know, I think that, and what's so interesting about that is now I think a lot of people are taking that to the next level where it's obviously planned and they're making, yeah, it's still like produced, but it's coming across like it's actual natural footage, which is interesting. It's the world we live in. So
Joe: (12:54)it's funny, like I, I left in like me, like taking my finger like this to hit the stop button, like, like quite literally. And it worked and it was, it was great. So yeah, I see that happening big time. Um, and I think everybody still is in the mindset though, that it's gotta be something like crazy produced video. Um, and I'm thankful that it's not because it makes my life easy. Um, I, I don't do well with a big green screen and a whole formal shot. Uh, it takes me forever to do content and I just like, let's do it again. Let's do it again. Let's do it again. It'll take all day for me to get out. Anything worthwhile. So I'm sure that's had a big impact on your business though, right? Like just the ease now.
Shaina: (13:31)Yeah. Oh absolutely. It's, it's funny because I think people get into their own head about needing this highly produced content and something that I can just keep on reiterating to people is like you just, it's so much easier. Like the, the devices we have right here are way more effective than the first cameras I was buying for my video production company. It's when she's in 4K, what world are we living in where this is a thing that we can do and you can still make it look good with like you can still figure out nice ways for it to be lit well, like you don't want hard shadows under your eyes. You can figure out better ways to get your audio done, but like ultimately for $30 it can still look really clean but also like selfie style and you can just crank it out as on a whim.
Shaina: (14:10)But I try to, again, like the front loading thing is really important. I'll just tell people like create a running doc on your phone or like a task list or whatever of topics that just pop out to you during the day and you're like, oh, I really think that I should talk about this. Or I had a call with this guy about this one thing. I need to think to talk about that or that. Anybody even had questions about that. And if you have that running list, then you know that like when you have 30 minutes to shoot selfie style video, you've got your phone on you, I'm sure, um, go by a window and just start shooting them, you know? And you don't have to post them all in the like consecutively, but at least you have it now is content that you can post when you're ready to
Joe: (14:43)100%. Completely agree. Yeah. I think for me, I always tell people like frequently asked questions should ask questions, right? Like, uh, I do a weekly Webinar that I used for my content ideas too. It's like my content farm. So like I do a Q and A session and AMA every week and that's what I end up using to kind of repurpose. I'll either Repurpose right from the Webinar and it's me on camera like this or I'll do a, you know, we cut it and I'll reshoot it and that's my content ideas and it's an hour long. Every weekend I automate all of my content through that one piece.Shaina: (15:14)That's so smart. And that's, that's like one of the key ways on repurposing, especially the fact that you're asking questions that the answer you're answering questions that you know are being asked. So it's like that's obvious content right there. Awesome. Super Cool.
Joe: (15:25)Okay, cool. So, um, when, when you look at your customers that are like crushing it with you guys' strategies like how are they making the most of it? Are they doing ads? Are they using this stuff for retargeting or they like just being everywhere is kind of the big Aha moment. Like what are the things that are really hot right now?
Shaina: (15:42)Yeah. You know, we actually did a case study with one of our clients uses Hubspot. And what was cool about that is there like avid Hubspot users from the very beginning. So they track everything. Like I have data on every single post it, where it landed, what, what happened after they landed the type of people. So, um, that's like one case study, I love to circle around you because when they did $0 ad spend on it, they have a team, they are like content kings, they are incredible. They produced so much, but they did this case study on just this one content type. So they have a show called Event Icons and they, it's there in event, um, and event company, they do ab and uh, they have a show where every week they talk to industry experts and you have to like optin to actually watch it live, but then they do replays and things like that.
Shaina: (16:24)Um, we just focused on repurposing that show. So it's once a week, kind of like your webinar. Right. And we would take that and do, um, the shorter clips up to two minutes that were really impactful and they, their biggest push was just making sure that they staggered the content across multiple platforms on different days. Like you don't want to put the one clip on Facebook, on Instagram, on Linkedin, on linkedin groups, but you know, you just, you need to stagger it because you don't know who's on each platform multiple times. Maybe they saw it one way and it made more sense for them and like their Linkedin mind. Do you know what I mean? That as opposed to Instagram, they were adjusting the copy up top also because that could have been what deterred the person from watching it on one platform than another.
Shaina: (17:03)Um, and then also being able to post it and groups like they are, they are active in groups on Linkedin. They are active in groups on Facebook. You can't just go into those groups and start posting your own content because you'll get booted real fast. But if you're an active contributor, you're answering questions, you're engaging consistently, then it's a lot more forgiving when you give content. And especially if it's not yours truly talking about something awesome. If it's an industry experts, totally different. Um, but they were tracking all of this organic posting that they were doing and just from that one piece of content turning into like seven different assets, they increase their site hits by 100% and their optins in contact by 300% and that's zero ad spend. That's just brand awareness and just driving traffic to the longer form content on their site where they have an opt in, where they can gather info.
Shaina: (17:49)And to me, like I was expecting a, a bigger, like a good return, but that to me was really exciting on zero ad spends. So, um, it on our side actually, we kind of go through the exact of like what they did, how they did it, that whole deal. But um, but for them it was a lot of staggering. It was a lot of posting and different types of ways. Like they did images individually then they did images in, um, albums. So it's just being creative on how much mileage that they could get out of each content piece and on how many platforms they can post it.
Joe: (18:18)A 100%. So when you do stuff like this or you're doing a call to action, like in every video you do on every couple of videos, how do you control kind of their call to actions are, what do you guys suggest? Or if somebody wants to go and repurpose, like where do you draw the line so to speak?
Shaina: (18:36)Right. Well it's, so are you talking about like for their, for their content, like what was their call to action? So we'll, we'll do you have to be strategic in how you do that, first of all, because you can't just be like, here's a great content. Also buy from me like that, that turns people off. It's like having a really great first date and then you know, asking for them to, you know, go all the way if you will. It's kind of a little off putting, maybe have a couple of dates first, but what the hell do and you know, you also have to be strategic like um, based on the platform that you can't put a link to your full like full length content and Facebook's copy cause they're going to diminish how many views you get on it. So what we'll do is on the template sets we will have on the bottom of that thing, like we'll do like a short link or if the link makes sense, like for them it's endless events forward slash whatever.
Shaina: (19:17)And so if you have a link that is easy to just remember and have them type in, we'll do that. Um, but it's not like a hard ask. I get the end of these videos, they're not like, make sure you go watch the whole video. It's just, it's the content and that's it. And if somebody feels moved to actually go and go on further, then they, the link's right there the whole time for them to watch the whole episode. Um, sometimes people will be like, you know, link in the comments there. Link in bio and that's fine. Um, because you still want to give people an option to view the long form content. But this is all like organic education based content. Like there are other ways where you actually are retargeting and you'd want like a really hard ask at the end, but that's just for this case study how they were doing it to get people to the site and opting in
Joe: (19:58)100% awesome. So what do you, what do you think are the strategies that people are using right now to switch it up that, that aren't working so well? What are the things that are like so old school it's like, ah man, you guys are such a big brand. Like what are you doing? You're just, you're hurting yourself, right? Like what are the things that that you're just amazed that people are still doing these daysShaina: (20:18)Not using video. I cannot understand it. It's so, it's been so statistically proven that it is a powerhouse piece of content. I don't care if you're taking a blog and turning it into text motion. If it's a podcast you're turning into like a waveform audiogram, like to just put imagery, stock imagery even. Oh, I can't, so like to just put imagery and to just do copy blows my mind. And there are large companies you don't utilize video nearly as much if at all that like they should and it's so easy to produce. Like we have all seen like we're just talking about selfie style videos. Like, um, I had Dennis Yu on one of our episodes and he was talking about, he did a case study with one case, I paid study, uh, with one of his mass, massive nationwide brands. It was a furniture store and they did, um, a comparison on the type of content.
Shaina: (21:08)So they had like one highly produced, really great nationwide video that they created and he had the owner then do a selfie style video and owners like, I don't like really, you just want me on camera because the thought is like nobody cares about me. And the selfie style video of the owner, like crushed the highly produced one. And it's because people like businesses, you think that they're like, oh, well nobody cares about me or whoever on video are lying to themselves because you put a face on camera. I don't care if it's yours or your marketing person or whatever. It's, it's, it's too easy to make content. There are no excuses to not make video content.
Joe: (21:45)100% completely agree. People want to buy from people. Um, and people do business with people that they can see and that they can buy into and yeah, 100% completely agree. Yeah. Awesome. Good stuff. Um, so, um, have, have most of your customers leverage retargeting with all the assets that you guys are using? You think that's kind of a big leverage point for them or they haven't seen that yet or is some of them are, or where do you see that line is? You know, it's,
Shaina: (22:15)I haven't seen a ton of people retargeting what the content for a lot of them is brand awareness and consistency, which is great. I mean there's, you need to be doing that as well. Personally, I'm like, I want to know exactly what's happening. I want to know what is effective. Like I pushed that to happen a lot. I'm like, if you're not tracking it, then you don't know what's working so then you don't know what to double down on. So, um, but I mean we, we need to be doing, we're still new, like we're still scaling and growing or processes that that is what it is. It's the nature of a new business. Um, but one of the things we strive, we're striving for and we're trying to do more of as continuous education for current clients. So they are able to see like the value in what they're doing and being able to retarget and taking content pieces and piggy backing them off of like another content piece, which is super important to do.
Shaina: (22:58)I, we also need to do more follow up and finding out how people are utilizing their content. Um, and, and what they're seeing the results are obviously the endless case study made sense because they are using Hubspot and tracking literally every single step they make. Um, but we'll, you know, I want to, I kind of want to circle back with you on that and see how people are really actually utilizing the content. But from what I'm seeing at least, cause we follow them all, um, is that a lot of them are just basically using it to just have 10 times more content on their social media than they had originally.
Joe: (23:27)Yup. And it's obviously working, right? Like you said, it's working gang busters. So for us, we're doing a lot of stuff with a retargeting, um, and um, not just on one platform, right? Like not just Facebook, not just Google. Like if somebody's doing well, so to speak, in, in our experience, they're doing it one platform, let you know. And that's kind of it. So we've been doing a lot of repurposing for our customers because we've had to, um, just because we're doing retargeting and we're doing it across all the platforms, right? So we're having to create different versions and variations so that they will run on the different platforms and they all have their rules in sizes, what they'll take and what they won't. Um, and when I look at what you're doing, I'm like, holy crap. Like if our customers had what you're doing and we could do that. And for ads, like it would be crazy.
Shaina: (24:17)Well, one of the reasons that, sorry, go ahead. Go ahead. I know one of the reasons I made, no, no, one of the reasons I made sure that the sizes were what they were, that they were optimized probably is for people like you, like who understand how to use it for ads. That's why one of our assets are a thumbnail for that Facebook square video because those square videos are not going to go through because they have too much text on them. And it's funny, I had to explain that to a lot of people what that is. But for somebody like you, you're like, you're giving me a thumbnail with under 20% tax. I can run it as an ad now. I'm like, yes, those are the people who will, we made it for, you know, so that's good. That's awesome.
Joe: (24:52)A 100%. And so like, so we're, we're big components of retargeting and specifically all the platforms. Um, and then secondarily we dropped the frequency, um, because everybody's getting banner blindness and getting hit with the same ads. So, so to fight that we drop our frequency to really low and then we show lots of different ads. So every time it's like a brand new experience, right? So we really need to be working with somebody like you that can pop out some. Awesome. So
Shaina: (25:20)Awesome. Are you doing, um, the like are you basically using the same ad set on like same platforms? Are you doing all of those different pieces, all those different types of ads across all of the platforms? Holy Cow. That must be fun to look at. I would love to see the analytics of that. That looks, that would be pages of awesomeness. Yeah,
Joe: (25:38)it's crazy because the, the, the cost per view stays really, really low, right? In the CPMS are like great. Uh, the clickthroughs are great because every time is like a new ad experience and it doesn't seem like an ad because it's not so repetitive. Like people just start to tune your stuff out and like retargeting gets a great ROI as it is. But if you start to really hammer it, like we are in changing things up all the time, um, it can be like, just, it can be like forcing social consumption, just like how your clients are doing social already and you know, 10 x the impressions and what's happening. Uh, and it's cheap, right? Like it's, it's, so, um, the, the hardest part is setting up all the campaigns and doing all the aggregation.
Shaina: (26:19)I mean, for sure. Are you seeing a type of content, like obviously video is what I'm assuming you're talking mostly about, but like a type of content, like, like educational or like actual pitch content. Like are you seeing a specific type of retargeting that's working best?
Joe: (26:33)Definitely. The selfie style videos is, is the best, right? Like bar none. It's the best. It just feels real. But we have clients kind of all over. So it's hard to pin besides that. Like we have like local service businesses that are using it. We have then like people that are running, you know, eight figure funnels using it. Right. So it's like they're completely different use cases and one is, you know, very crazy about the entire funnel and only show this ad after they've opted in. And you're right, like crazy sequencing and a local businesses just like get them to come back as often as possible and you know, keep showing different ad creatives to the same people. So it's just, it's very different kind of perspectives. But I can definitely say that the selfie videos or are the big winner for sure.
Shaina: (27:19)Awesome. That's awesome.
Joe: (27:22)So when you look at, um, when you look at somebody who's existing content, right, and you want to go repurpose, like how would, how would you do that or how would you suggest, like if somebody's got a podcast that they'd been running, like you talked about earlier, right? It ran for a year, right? Like what would you suggest to do? Like, what would your action steps be, whether it's text or video, like how can somebody get started like rapid fire fashion with, with uh, with repurposing, um, and, and get some quick wins so then they can come to you and have you do it all for
Shaina: (27:53)Yeah, absolutely. So it really depends on the team or lack of team you have, either way is fine. Like you can be doing this yourself or you can hire a VA to do it. You could, there's a lot of different ways you can make it happen. The way that we found is the quickest, most efficient way to take one piece of content and turn it into a bunch of stuff is to literally go through that piece of content and as you're watching or listening or reading it, have an excel spreadsheet open and do your in and out points as you're watching it. Because what tends to happen and what people are spending a lot of time that is unnecessary on is there'll be like, okay, well I need it from four different pieces. I'm going to find one clip in this and then I'm going to go to this piece.
Shaina: (28:27)I'm going to find one clip over there. It's like stop. You're already in one content piece. You may not repurpose that entire content piece of five times in a row, but at least now you have a running doc of what you can repurpose, right? So getting through one piece of content there when you're in and out, points in there as you're watching it being like this is what the headline could be and this would be a cool place for it. And then moving on and keep on going. Like don't allow yourself to get stuck in it because you're going to spend way more time than necessary on things that really aren't gonna make that much of an impact. Really just get it done. Especially if you're not doing it. Just get through it and get it done. So in like one podcast episode, you could probably get five, six, really great.
Shaina: (29:03)I mean if it's a 40 minute podcast, 30 minutes, you get a handful of one minute to two minute clips. Keep it under two minutes. Because statistically nobody cares anything after that. Usually it's like 90 seconds at the most. Um, but just how they're running doc and make sure that you know where that's at and if you have like VA's or anybody who's helping you do any of this, like have a shared doc, have them send stuff in. And like you're saying, sometimes you were coming to you at 10 pieces of content, you got to go through it. It's a heck of a lot easier for you to just hit that like in and out point and be like, okay, this is great, but let's start at four seconds earlier cause we need like some contacts. Right. Um, that's been the way that we do it with our clients.
Shaina: (29:39)So we'll know that like, okay, we repurpose the podcast once a week, but we also know that we're going to take a blog post and turn that maybe it won't be the next week's piece of content, but it may be four weeks out, but we don't have to now go back to that same piece of content and figure out what a real, another really great poll is going to be. So just it's front loading. I really, it's like the theme of today is front load your content just front load everything you do so that you don't have to be in it every single day.
Joe: (30:04)Okay, awesome. So let's pick a different scenario. Let's say that somebody who doesn't have any content, right? If somebody comes to you and they're like, Shaina, this is, this is amazing. I want to do this. What do I do? Like what's your instructions like how do you package it up to them? What? What kind of system do you give them or what do you tell them? How should they handle that? It's funny, I literally got to get a bunch of front loaded content, right? Like you just said, so how do you do that? How do you go from none to a lot?
Shaina: (30:30)That's an interesting question. I actually literally had that question yesterday and he, I was like, let's start with one thing. What is your goal? Like what is your end game like? I need to know what your call to action is and what you want them to do. Best case scenario and if that is go to your website and opt in to something like that. Tells me a little bit more about kind of the the journey that that person needs to go on. Also like what are you promoting it? Like you said, you got to know there's so many different like ambiguous elements, but personally I know that you cannot go wrong with educating at all, so if you can start, like I said, that's that thing on your phone where you're going through and like does it be a great topic? This is a question I get a lot.
Shaina: (31:06)Just start loading those in and then just do a big block of unloading that kind of footage. Like what's I, I have kind of a background in that cause I did video production for so long and I was all about being efficient with time, you know, so it's like bring a couple of shirts, change your shirt, like change your environment, don't make it all like, Hey, I filmed 15 videos with my phone, like in 10 minutes. But like you can still change it other than be strategic. It did not make it feel like you just sat there and crank it all out. There is one video, like a series that I did where I literally am like, I literally just did five videos in the same outfit and I was like exhausted, but I'm talking about front loading and that's why I'm being honest. So that was the tip.
Shaina: (31:43)But like if you can get it all done and get as much educational content out there as possible and then drive it somewhere, that makes sense. Like don't just be like go to the website and then buy my stuff. Like have something longer form that is actually there for them to, to um, partake in that helps them in their business. Helps them in their lives, whatever it is that you're selling to the world, if you will. Um, but you definitely cannot go wrong with educating and keeping it short and sweet. And like you said, super organic, like just being not like a normal person.
Joe: (32:11)Yup. Do you, do you give any tips in terms of like, uh, like script kind of outline? Like do this then do that then do this or just let it flow naturally. Just give it to whatever.
Shaina: (32:23)So I, I recommend only because I've been on the production side of people going on tangents and having to cut that in post. So I would say like have your topic and then create your like three bullet points. Because what you don't want to do is then create a piece of content was supposed to be at 90 seconds and it's five minutes and I have to reshoot it. Like get to the point, know what you're going to say. You don't have to like have it scripted by any means, but at least like have an idea. And truthfully, the first time you do this, it's going to suck. Like it's, you're going to feel like you're wonky, you're not gonna if you don't do a lot of like video in general, it's not going to be comfortable. You are going to ramble. It's okay, but watch it back like film the covers couple, watch it back and see what you're doing.
Shaina: (33:03)That's really annoying. Cause inevitably you will be, I mean I'll say the word like a thousand times and then you can start noticing things that you're doing and then adjust as you go. But just know that it's not going to be perfect but also have a, have a like a framework a little bit for yourself just to keep yourself on task and on point eventually you may not need it as much, but if you're just starting you have to keep tasking in some capacity because you don't wanna have to reshoot it all. Like that's a bigger number than having to do in the first place if you're not excited about it, you know?
Joe: (33:32)Yup. So for me, definitely I think batching is, is huge, right? Like my first two videos, three videos is going to suck for five and six is just going to progressively get better and better. And so I personally won't shoot unless I have at least 30 minutes. Right? Because I know that if I shoot for 10 minutes or if I shoot for 30 I'm going to get the same amount of stuff out of it that's really usable.
Shaina: (33:52)Right? Absolutely. That's a great, great way to look at it.Joe: (33:55)And then, let's see what else. Uh, for my headlines and the Intros, I always try to have a little bit of a formula. So it's like how to do blank without blank, right? Or a case study or something just to make it easy. And then, yeah, like three or four bullet points and then a call to action to, I think that should help everybody listening. Right. At least have some cut up, some kind of route or direction to, to use because getting started is the hardest part. Like once you get in and, and get it going, it's, it's super simple obviously.
Shaina: (34:24)Yeah, you're totally right. It's just getting started is definitely the hardest part, the biggest pain point that I hear.
Joe: (34:30)Okay, cool. So, um, my team when doing some research on bringing you on this podcast found some interesting information. Um, like super interesting. Oh my God. I would say that this is probably the opposite of what most people say on this podcast. And so, uh, I'm going to keep hyping this up and eventually I'll actually ask the question, but, um, it's, it's pretty crazy. When I saw this I was like, wow, and I'm just going to keep going and drawing it out. And just kidding. So, um, everybody talks about scale, right? And work your face off in the hustle and you know, scale and grow your business. Right. And just grind it out. Um, and you mentioned in your profile right in, in linkedin that you tell people to scale down and to keep it simple. Can you elaborate on that?
Shaina: (35:19)So disclaimer, I saw that and the questions that I was like, that was pertaining specifically to video production. So it has since been modified because it talks about Wake. And really where that came from is when I was, when I was heavy in video production, like I said, it was all about strategy. I would have people come in and be like, I need this crazy video in this massive video. And they would go like to this place where they think that they need all of this crazy heavily produced stuff. And that's where I'd be like, stop. Like just stop it. Let's, and, and for, for somebody who wants you to buy all that stuff, like it was unique for me to be like, I'm not gonna do that for you. So let's start small. Let's see, like what, what do you need that's going to actually be the most effective?
Shaina: (36:01)And let's just start there. And then when you see results from that, we can scale it up into this big step. But most of the time it would be like, they think that they need like CGI and craziness. And I'm like, you need a selfie style video. And that was hard for me to be able to say, but it's the truth. And I think that a lot of people think that they end up, you know, that can also like lend itself to businesses in general and entrepreneurship. Like you think you have to do all of this stuff and really if you can just like focus on something very specific that you can be really good at and make sure that you're putting a lot of attention on that and doing it really, really well. I think that that's where you thrive and that's really like in the video production fees were where we were the most effective is it's like let's be hyper specific, let's get granular. Like let's find out the simplest way to make this happen in the most effective way possible and let's get rid of all the fluffy craziness, you know? And that applies I think in life too.
Joe: (36:58)Yeah. Yeah, 100% I mean at the end of the day, I mean not really applies to your business too, right? Like you guys productized your service, right? Most companies would charge probably 10 x what you guys have, right. What your current prices are. But you guys have gotten really, really, really good at a process, right? And you guys have made an amazing offer, right? And you figured out where to get your leverage and your scale, right. So that you guys can just hit the same process over and over versus doing everything from scratch every single time. So, um, I think that that ties in, right? Like with exactly what you're saying.
Shaina: (37:32)Absolutely. And there's like a very, very specific reason that it's like that constantly we're asked like, do you do that? Like do you post a social media, do you write the copy? Do you, and I know that those are needs, but, and we, I've toyed with like, okay, how far can we go with adding other pieces to this service without compromising how like specific in how process oriented we are. And really when it came down to it, I had to say no to be, can we offer like copywriting? Yeah. Like, but do I, is that going to be efficient for scale? And is that going to be something that we can really control consistently? No, because every business is different. I mean, we're already like stretching it with even picking the content to begin with, right? So we have to even prepare our clients and be like, listen, this is still, um, something that is up for your discretion.
Shaina: (38:22)Like, are we picking good clips for you? And the more feedback you give us, the better. But like I think that when you start to dive into all of those elements that have to be fine tuned and tailored to clients, it turns into more of an agency setup. And that's not what I wanted Repurpose House to be. I wanted it to be super simple, very scalable. You know what you're getting. It's consistent. We can create a really, really like clean workflow for internally and also for the clients, know what to expect consistently. But it's hard to say no. And you know that you can do those things. Um, but you know, it's, you know, to the benefit of your growth not too,
Joe: (38:53)A 100%. Definitely a great, I mean you are, for lack of a better term, right? Like the, the design pickle of repurposing, right.Shaina: (39:01)I say that actually, I know for us, I went to the Philippines with design pickle a year and a half ago, two years ago. Um, and it's one of the reasons I started this company. I was doing video production for them. And um, well the two things happened. I was doing testimonials of their designers because they couldn't keep up with their skill in hiring people in the Philippines. So my job was to document this really amazing team building week that they had created and then also get the testimonials on the experience that the employees had had. And I was in tears a couple of times over how much their lives have been impacted by consistent work, by a company who actually cares about them. They're doing what they're passionate about. They have weekends off, they can hang out with their kids at night. Like I was blown away by what Russ had created.Shaina: (39:46)And then during that same week, Russ sat me down and he's like, what you're doing isn't scalable. So you need to figure it out. I was like, Geez, I don't even know you very well, dude. And now we're like good friends, but um, I have no problem saying I literally carbon copied their model and just made it specific to repurposing and um, and so far it's been amazing and he's been a huge help. And, and showing me like, you know, the ways that he's stumbled and been like, don't do this. Don't make the same mistakes, which has been a massive help for sure.Joe: (40:12)A 100%. So what would you, what would you call the model of product? A productized service? Do you have a different name for it? Right. LikeShaina: (40:21)I, that's kind of where it lands. It's a productized service. I mean it's essentially a service, like we're a service based, but it's also a recurring like product type cell. It's interesting because it doesn't really have a specific term that I can nail down, but that's the closest I can come.Joe: (40:34)Okay. So for other like agency owners, so to speak, that are going to be watching this from our crowd, what would you tell them about a design pickle type of service or a productized service? Like what would you, who would you advise to maybe go towards the model? Who would you advise maybe to, to, to not go towards the model? Like what, what advice would you give others? Kind of looking back so to speak.Shaina: (40:55)Yeah, if you can find something that is a very specific need, it's really hard to do productized service if you aren't very clear on what you're delivering and you're okay with, like I said, not exploring all of these other avenues. I mean, there's always room to grow and become more of a resource to your clients, but you need to be very, very clear on what it is that you do, what is you want to offer and be comfortable in that being it. And, um, if you are a really good at creating systems and processes and sticking to them and being fluid in adjusting those as you see like, um, issues arising and having foresight on how that, that machine can break in the future because it will, like nobody sheen is perfect and it's always ever evolving. Um, then I think that you're, you can be definitely a good fit for that.Shaina: (41:44)Um, I think the biggest part is just finding something that people consistently say that they need and making sure that you've created a super efficient system out of it and being able to say, no, we have people ask us for specific things constantly. One of the things that I get asked is, well, we don't need the monthly service. Can we just get like a 10 pack? And like, no, it's not how it works. Like, and I'm okay with saying that and that's okay. Um, but it doesn't work for multiple reasons. It doesn't work for our business model because we need, we work on a monthly workflow. Um, but, and also like our employees are all full time. They get benefits. Like if you, we do a 10 pack, we're not going to hire somebody just to do your 10 pack like and then in addition to that, like if you're repurposing and you're doing the best practices that we're trying to teach you or that you already know, you know, consistency is key and you should be a client and you should want to be monthly as opposed to a one off random pack that is really not doing for you what I intended the service to do in the first place.Joe: (42:39)Cool. So then before we got on, I know that you mentioned white labeling and that a lot of people white label your services. I know that potentially we've got a lot of agencies watching this that would be interested in working with you guys. Can you talk just a little bit about how that would work or how you guys do that and kind of how people package it or what you see in terms of working with agencies?Shaina: (42:59)Yeah, absolutely. First of all, I love agencies with like video production. If I worked with an agency, I was way happier than working with a client. Just because they get it, like it's one touch point like I heart them. So agencies were like an obvious, um, outreach for us because, um, they get it, they like understand how to even utilize the assets. Like they're still all, everybody can always learn more, but they at least have like a base level knowledge of how this can really be effective. So in white labeling we can take even like our influencer package, which is the Middle Tier, the most popular, um, where you do a ticket a day. Like I was saying, that's one piece of long form content turned into eight different assets. Um, and you get templates sets as many or as little as you want. So it's like we have clients who have 12 templates sets in, each template set is for a different client.Shaina: (43:45)So it's all branded differently. They just know that when they submit a ticket, it's like templates set five for this client and everything goes into that skin and they know that that's going to be branded for that client. Um, if you know that you get five tickets a week and you only want to repurpose one piece of content per client a week, literally one subscription gives you enough to white label for five different clients and we deliver all our files via Google drive. So you'll have like a root folder that's your agency name and then we'll have some folders that are your agency name plus your client. And nothing has ever branded for us. We actually like strategically move to Google drive because of our white labeling relationships because they were like, we don't want to download your stuff and then re upload it and it says repurpose house in the URL.Shaina: (44:25)And I was like, all right, let's make it easy for these guys because they're the ones we want to work with in the first place. So, um, it's been, it's really simple. Then the nice thing is you can just stack subscriptions. So if you have 10 clients and we'll give you two influencer subscriptions and so on and so forth. And once you build it, you know, we'll discount on three and more. But realistically the value there that you can provide for your clients at the price point is obnoxious. Like to be able to do at that 500 bucks a month Max for five different clients is huge.Joe: (44:55)Yeah, super interesting. So you think that most people, if they're using, right, like the influencer program, you think they're doing like a piece of week, is that how they're like pitching it or selling it? Is it two a week? Like do, what do you see on your side? Like do you have any context into that?Shaina: (45:09)Yeah, so a lot of them are, it's about one a week, so they'll take like their client's podcast or the the weekly blog or whatever it is that they know that they are consistently producing. A lot of it is is new content. Like they're not actually repurposing older content, which to me is just something that needs to get tapped into. Even more. Like if you have a podcast episode from eight months ago that had somebody ridiculous on it, why aren't you consistently repurposing that? Like, I just, I can't, or like a blog that like crushed continuously send people there. I do not get it. But anyway, so most of them will be like, okay, we have this new content that comes out every week or whatever and we know that we are, instead of just giving them the blog post and linking out to them on Facebook or whatever, now we can also give them assets to utilize that like across all the different platforms. Now it's video now, it's image quotes, all that stuff. So, um, for them it becomes a massive value prop to give to their clients instead of just the one piece of content to be able to break it up into a ton.
Joe: (46:03)Okay. And then do you think like the agencies that you're working with, are they selling this as a service directly? Are they adding this in as like maybe some value that they're doing just to try to sell a package? Like any thoughts there?
Shaina: (46:14)Yeah, so, um, the majority of them are just doing it as like a bonus. Like, if they know they have five clients, it's really like $25 a week for each client. So for them they're like, okay, but we do have other clients who are like, they sell it for way more than what we're selling it for him. And that's fine. Like go get it you to you cause you have to do some of the work and finding like the content. So that's, that's if either making money on it, then that's a win for everybody. Right.
Joe: (46:37)Yeah. That's amazing. Good stuff! Man. Awesome. This has been a really good interview. Um, so any final tips as, as we zoom out? I, I want to end it, not immediately, but very shortly as we zoom back out. Um, and any big things that you think maybe we're missing or you think definitely we want to make sure everybody hears about.
Shaina: (46:57)Uh, just I think the big thing is what we just touched on briefly is taking content that has traditionally done really well and not forgetting about it. Like don't let it die. It's not like as literally the first thing we say in our explainer video is stop letting your content die because it doesn't have to. You've spent time, money, energy, creating all of this content and I'm hoping that if you've created a bunch of, it's something has done really well for you. Like you know, if not, then there are probably other things to focus on. But taking content that has done amazingly for you and consistently driving traffic to it. For me, the best practice you can do, um, the most effective way that you can get repurposed assets to help you is to know that it's coming from an existing piece that's really effective, that you know, you can get optins leads sales on and then repurposing that to then drive back to the site. Like I, you should constantly be sending people to that page that gets the most for your business. And it blows my mind that people are always constantly worried about chasing the next new piece of content and forgetting about all of this stuff that really did well for you in the past. Yeah.
Joe: (48:03)Yeah. Take the assets that you have and make them work even more for you. Like look at, look at your top, you know, blog posts and Google analytics or your top pages and what are the search terms and what are those pieces and yeah, drive drive traffic there instead of a thousand. Really focusing on the next topic that you're going to record a video on.
Shaina: (48:19)Yeah, and that's the reason that people will tell me is they're like, well, everybody's already seen it or read it. I'm like, everybody, the world has like if that's the case then you're doing fine. Like don't worry about all this. But like people forget that there you have a new audience. People have begun to follow you more in if you're going to push ads even better. Like everybody hasn't seen this content. It's not old news. As long as it's evergreen content, still relevant, then absolutely keep pushing traffic to, you'll always have new fresh eyeballs.
Joe: (48:50)A 100% yeah. That's a brilliant tip. I just had, um, Tim Soulo from AHrefs on the, on the podcast, and he was talking about how like everybody creates so much content but they never kind of go back and focus on like the stellar ones. Right. And that you should be going back on the stellar ones and really working on revamping them and improving them and starting to see like when they're starting to age or get old and revamp that so that you don't lose that momentum in that traffic. And I was just like, mind blown. Like, Whoa, Whoa, wait, like that's so basic. But yeah, we all moved
Shaina: (49:24)pasta. Yeah, it's true. One of the best tips I got on one of our episodes was that the best advice is the stuff that sounds so obvious when you hear it. Like, and that to me, I'm like, well, obviously you just update it, so where it and something you just don't think about, but it makes perfect sense. Okay.
Joe: (49:42)100%. So, um, I guess to wrap this up and to close it or start closing it, uh, definitely we'll link over to Repurpose House. Uh, but where are you guys kind of the most active? Where can people follow you? Where can people follow repurpose house? Uh, I want to put that in the show notes as well.
Shaina: (49:57)Yeah. So for me personally, my big drive is, is going to be linkedin moving forward. Um, I mean I've been on all the platforms kind of consistently. It's one of those funny things do as I say, you know what I mean? Not as I do. So we're vamping of our social media strategy, but linkedin for me is just a platform but is ridiculous not to just engage in consistently, um, Repurpose Houses. They're weird. Instagram, Facebook. I mean we're always posting our fun stuff and then clients stuff to see kind of what we're doing. Um, yeah, that's going to be the three places I, I'm always at Shaina Weisinger and Repurpose House on social is Repurpose House Co. Okay.
Joe: (50:31)Okay. Yeah. So linkedin, by the way, guys, if you're not leveraging the crap out of linkedin right now, I feel like it's super low hanging fruit. Uh, I'm definitely doing really, really well with linkedin. Updating your jobs too. And your titles, it alerts everybody when you do that. So a nice little tip for everybody definitely makes sure that you're leveraging that. So I'm Shaina, uh, instead of asking you to recommend three books, we do things a little different here, right? I feel like that's on every podcast. I want to ask you, what's the one book, right, that has made the biggest impact on the way that you do business, right? Like a direct correlation, not just like what was a good book that made you think, right? Like, but what's a, what's a book that made the biggest impact directly on that?
Shaina: (51:14)You know, that, that's a tough one. Cause there's, you know, there's always like things out of different books that you pulled together and it kind of evolves into this mesh of what your business becomes. Um, but I would say the one that the I really took to heart the most, and I read it right before I started all podcast memes it was like during that time period, um, was Leaders Eat Last. Um, I wanted to make sure that I created a culture of like trust and wellness. And, um, making sure that everybody kind of felt like they had a voice and they were part of a team. Because to me what the last thing I wanted to do is create a business that didn't, wasn't thriving on the inside. Um, cause all of that is so important to me. So to have that reiterated and to know that I wasn't nuts to be thinking that way was kind of Nice. And then, um, I'm going to piggyback on that with um, it's not really a book but it's a journal. The living your best year ever has 100% changed my life. Just in starting, I started about a year and a half ago and if you haven't heard of it or used it, go get it and buy it for somebody else to be your accountability partner because it will literally change the things that you can accomplish in a much shorter amount of time. Um, are pretty incredible, which has been awesome for me.
Joe: (52:24)That's amazing. Thank you so much for those recommendations and thanks for coming on the podcast. The show has been excellent. I know that people are going to get so much value out of it, and, uh, and I'm really looking forward to doing some business with you as well.
Shaina: (52:35)Awesome. Me Too. Thanks, Joe. I appreciate it.
Joe: (52:37)All right. See you guys.
Joe: (52:41)All right.
