140 – Own The Racecourse Part 3 – Production

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In Own The Racecourse, content is processed into a variety of media before publishing. The end result of production is content that can be viewed, read or heard. This caters to different audiences and lends the content to more modes of syndication.

Next module: Publish

Tweetables:
Short concise videos encourage viewer retention. [Click To Tweet].
Custom images add a sense of authenticity. [Click To Tweet].

Do you prefer text? here you go….

Part 3: Now we produce the content ready for syndication.

My purpose here is to give you the overview because people always say, “Have you got a step by step checklist of everything you do?” Well this is it.

I import my SD card video Raw MOV file into Screen Flow for editing.

I watermark the entire video from start to finish with my URL, just like I have on the bottom of this slide. You can see on the bottom left, it says OwnTheRacecourse.com. That is because I’m going to use snippets of the video in different places and when I syndicate it in one of the future steps; I want people to know where it came from.

I also put a little intro and outro, it’s just a little branded logo that shows people a little bit of professionalism. It just steps it up a notch from the backyard operator. But I will give you this tip. Keep it short. As soon as they see the outro that they’ve seen before they switch off.

Now you export the edited version as an MOV.

I do a little edit. I know some basic Screen Flow editing. How to do a ripple delete, how to cut out ums and ahs, I chop the part where I look to my notes. I’ve seen some people leave their notes in. There’s a guy who does a video series and every few minutes he looks to the left, reads his note and comes back. I don’t know why he doesn’t edit it out and he has a professional editor as well. It looks terribly unprofessional. In my case I just cut that bit so it’s point, point, point, point, point, end.

If you want to go for gold, then at the beginning of the video tell people what you’re going to cover in the video and at the end you can do a recap. That’s the best possible standard. I generally don’t do that. Maybe because I like the curiosity and I’m not popping a call to action just after the intro and maybe because I don’t fully know everything I’m going to talk about because I tend to do it in one take.

I put my 6 bullets, I read them all one after the other to the camera and then I take that inside and I edit it. This process is very fast. It seems like a lot of work but it’s so quick. I’m filming a 5 minute video in 5 or 6 minutes because occasionally I’d have to stop because there’s an airplane or a truck drives past because I film outside. But generally this is a very fast process.

Now what I do is I load this exported movie to Dropbox and I email my team and I say, “I just loaded such and such video to Dropbox. Now what happens is the team takes over. Now I’m telling you this because people want to know how I do it. But if this is you, then just ignore the team part for now and this is still your job.

What the team do is they propose a headline and bullets that is both good for SEO and for sales copy.

So they’ll watch the video which is, again, it’s only 3 – 5 minutes long. They’ll say, “This is the headline we want to use, these are the bullet points.” They will actually email that to me and then I just email back and say okay or I might just change one of them.

Then the team takes the audio from that video and they add an audio start and finish for podcasting. They’ll also do a word for word transcription. Every single word that I say and you can imagine this is great for SEO. They’ll also prepare a press release to announce the news. And they’ll also create an original image that matches the story or the news.

If you’ve seen SuperFastBusiness.com you will be impressed by the images.

They’re always original and it’s obvious that they were created just for that story. They are not stock pictures; you’ve never seen them before. You’ve never seen them 150 times in other people’s products. These are original.

I’ve learnt this lesson because I used stock images when I started and then one day a lady used one of the images that I’ve used for a really negative article. A lady called Rosalind Gardner and she was basically saying bad things about the internet marketing space and she used the same picture that I’ve sort of built my brand around and a lot of my customers emailed me said, “Hey, she took your picture.” But unfortunately it wasn’t my picture. It’s one I had the rights to use but so did she. From then on I had original images. We also watermark the image. This is something I’ve learnt through experience and that’s why it’s easy for you to shortcut to this.

As soon as you can afford to get an illustrator, it is ideal. (We will have this service from March 2013)

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