A realistic writing, editing and filming process for busy entrepreneurs: an in-depth guide
In this in-depth guide, I’m sharing a little behind the scenes of my writing, filming and editing process that’ll give you a realistic view of how you can make content creation easier.
How many times have you felt guilty, or less than, or simply in awe when you see someone announce that they’ve started a podcast, are prioritising their Youtube show, blog weekly and are on *all* the social media?
All at the same time...
WHAT IS THIS MAGIC. Who’s this content-entrepreneur-mystic-business woman?! Your calm is being damaged as your brain tries to figure out how getting this much content done is even possible.
Does she eat? Sleep? Moisturise her face?!
Creating content has become a competition.
You feel like you have to be constantly switched on, creating and showing up. When in reality, you just feel like chilling out in your sweatpants and forgetting about Instagram for a week (or for life sometimes tbh).
So, in this in-depth guide, I’m sharing a little behind the scenes of my writing, filming and editing process that’ll give you a realistic view of how you can make content creation easier.
My process isn’t set in stone. It’s continually evolving and changing as I evolve and change (as you’ll soon read!). I like to have fun with it and make it work for ME.
Be sure to do the same for you, ok?
You ready to get started?
Let’s do this!
We’ll cover the entire content creation process for written and video content.
And because this guide is pretty in-depth, here’s a table of contents so that you can jump ahead to specific sections if you prefer. (Just click the links below!)
Contents
(Psst. Looking for advice specifically for social media? I have another guide coming soon: The Complete Guide to Doing Social Media *Your* Way)
Even I don’t follow this process EXACTLY – and it’s my process! (Content Her Way, right?) Take what works for you and leave what doesn’t. Give yourself a few weeks to settle into your new/updated content creation routine and then adapt when you find things are too structured or too loose, or you feel stifled or bored.
So let’s do this! Here’s an (updated and realistic) writing, editing and filming process for your perusal!
Chapter One: Publishing Frequency
The great “be consistent!” debate.
You’ll hear 587, 249 (or so) opinions on what the “right” frequency and level of consistency is for your content.
— Weekly newsletters (at least!)
— Weekly blog posts and YouTube videos (all the things!)
— Daily Instagram posts (who needs weekends!)
Aaand every other possible option and opinion that you can think of. (And then everything else in between.)
But here’s the thing…
Consistency and frequency are two *VERY* different things.
Frequency is how regularly you show up - aka daily, weekly, monthly, etc. (And, btw, YOU GET TO CHOOSE WHAT FREQUENCY LOOKS LIKE FOR YOU.)
Consistency, on the other hand, is showing up when you say you’re going to show up, and doing that on a regular basis (aka sticking to your word).
When you’re trying to decide on the best publishing frequency for you, look at what else is on your plate FIRST.
How many client projects do you typically have in a given month? What’s the hourly workload associated with your group program, membership or mastermind? What other projects + things do you have on your agenda? And what about personal projects? Things you need to do around the house?
You get my point. Look at your life and business overall and figure out how much time you can realistically put towards content creation. And then decide what that means for your publishing frequency.
Fit your content to your life, babe. Not the other way around.
My publishing frequency experiments.
From weekly to fortnightly (every other week)
I was feeling burnt out and exhausted from a weekly 1000+ word blog publishing schedule, so I switched to fortnightly (every second week) in late 2016.
The goal was simply to try it out and see how it felt. The result? I loved my every-other-week schedule so much that I stuck to it for 17 months. Religiously. However, things got dicey in mid-2018 when I switched to filming videos instead of writing my blog posts.
I got overly excited about trying something new (typical Brogan behaviour) and ramped my publishing schedule up to once a week… which was fine for about 12 months until I burnt out (also typical Brogan behaviour). (This girl never learns.) I ended up asking for your feedback in a community survey in 2019 – and the vast majority said that they preferred every other week. (You don’t know if you don’t ask!)
From 2020 onwards, i experimented with something slightly different.
From fortnightly (every other week) to foundational/cornerstone content
As part of rebranding and updating my website (the one you’re on now!), I also decided to do a full content audit in 2020. (Overly ambitious as per usual, but hey, it was THAT YEAR OF THE BIG C and I affectionately started referring to this content audit and rebrand as my Pandemic Project.) (And honestly, it was one of the few things that kept me sane that year.)
This content audit process involved combing through 200+ blog posts and YouTube videos and deciding what to do with them all. Between 20-30 posts were moved as is to my new site (most only required a light edit + new graphics to match my updated branding). But that still left a tonne of posts to work through!
When reading through these remaining blog posts, I realised that a good chunk of them were very similar to each other (this is what happens when you niche down and creating content consistently - you’ll eventually get to a point when you’ve said all that you need and want to say), and that I could combine all the remaining posts into bigger in-depth guides (aka foundational or cornerstone content). Like the one you’re reading now!
These in-depth guides are not your typical blog post. They’re 5000+ word guides that go DEEP into an area of content strategy and marketing. (Great for taking notes + pinning/saving for future reference!) (But also a lot of work and hours and coffee to pull together!)
So, instead of publishing weekly blog posts, I switched to creating content that was evergreen (yep, like the tree) and relevant all year long. I go through my blog every so often and tweak it as needed - tiny language changes (as my style evolves), updating references and examples to keep them relevant for the kids these days, and publish new things if (and only) I really feel like it’s needed.
Moral of the story: stick to what you know works for you (or a variation of that theme).
That’s not to say that you can *never* change your creative routine (I do it all the time!), but be realistic about what you can do given your schedule + energy.
Now, whenever I get a twinge to switch things up just for the sake of it (and it happens all the time!), I throw my creative energy into something else. Think: updating the copy on my website, making new things, playing around with content for Reels.
Again – you’re making the content rules here. Do what makes the most sense FOR YOU.
Chapter one: action
Decide on YOUR realistic posting frequency. Circle back to the Q’s mentioned above:
How many client projects do you typically have in a given month?
What’s the hourly workload associated with your group program, membership or mastermind?
What other projects + things do you have on your agenda?
And what about personal projects? Things you need to do around the house?
Then look at what kind of content you’re going to be creating (videos, newsletters, blog posts, Instagram, Facebook, etc.). Remember to check in with yourself and make sure WHATEVER you pick feels simple and fun.
Keep reading or back up to the table of contents.
Chapter Two: Idea Generation
Four things that you need to do when you have too many ideas.
It is a truth universally acknowledged, that too many ideas is the curse of the entrepreneur.
*insert preaching hands emoji*
If you find your head swirling with ideas! ideas! ideas! then, you’re not alone, my friend.
Sure, there are times when our brains go completely blank and we have absolutely no idea what to write about.
But, for right now, I’m talking to those of you who struggle to action your content strategy, write blog posts, or film videos because you have what seems like a ridiculous number of ideas… and you have no idea where to start.
You, my friend, need structure and a system to get that ball rolling and make progress. And one of my favourite ways to do just that is to use content themes and then plan your content to line up with promotions and launches.
I cover this process in-depth in the Content Her Way Planner + Workbook, but here’s part of the system to get you moving forward, like, yesterday!
1. Gather everything together
Yes, I know this is an obvious place to start, but I can pretty much guarantee that all of your ideas aren’t in one place right now. Am I right? This is your cue to go grab all the:
— Post-it notes
— Notebooks
— Random pieces of paper floating across your desk
Then check the notes app on your iPhone. Find that old list in Notion and Google Docs.
Even after your (idea) search and rescue mission, you’ll probably still have plenty of ideas floating around in that head of yours. So grab some paper, or open a new document, and do a braindump of everything that’s in your head right now.
Yes. Everything.
2. Sort your ideas into themes or similar topics
Now that you’ve got everything together, have a look at all the ideas that you’ve written down and start sorting them into similar themes.
As an example, let’s say that you’re a business coach. You go through all of your ideas and notice that they all fall into the following themes:
— How to create offers that sell
— Goal setting/planning
— Simple systems
— Mindset
— Using social media to find clients
— Productivity and time management
— Networking
Next, you’ll want to look through your list of themes and pick the three to four that 1) will most help your clients and customers, and 2) you really enjoy writing or talking about.
So our business coach looks through her list and decides she wants to talk about the first four themes on her original list:
— How to create offers that sell
— Goal setting / planning
— Simple systems
— Mindset
Picking three to four themes helps you narrow things down and get rid of the chaos from trying to do everything at once. BUT, all of your other ideas are now neatly sorted into little categories so that you can keep them safe, and come back to them at another time. Because you don’t need to create all the things immediately, ok?
I’m not saying that you can never use these other ideas… just leave them for the moment so that you have a bit more organisation and structure right now. Remember: you can always come back to these other ideas later on.
3. Map out your promotions
The next step is to map out your promotions and launches for the year. This doesn’t have to be set in stone or super detailed - just give yourself a general idea of what you have coming up over the next 6-12 months. That way, you’ll be able to easily tie your content into the products, services, courses, etc. that you’re launching, and everything that you create will flow seamlessly together. (No ad-hoc, hot mess express at this station!)
Then, you’ll want to break down what your annual plan means for this (or the next) quarter. Remember: The closer the time frame is, the more specific that you want to get. Set launch/promotion dates in your calendar and map out when the linked blog posts/content will need to be completed by.
4. BATCH! (Only if and when it makes sense.)
Batching works on the idea of completing similar tasks together so that you’re more efficient and productive overall (in theory). This productivity technique can help you make quick progress, get a chunk of content done at once, and give you some (much needed) space.
In order to make batching a success, you’ll need to:
— Make it a date (and then actually show up for yourself!)
— Set a realistic goal (halve the number of posts that you think you can write or film in a day, and use that as your guide)
— Have a plan (get all your brainstorming and outlining done beforehand so that you can focus on the actual writing/creating part of the process on your batching day/session)
— Make the process *fun* (switch up locations, play music that inspires you, schedule a few quick dance parties)
Please note: Batching doesn't work for everyone or in every situation.
Let me say that again for the people at the back: Batching doesn't work for everyone or in every situation.
Explore + play around and see what works the best for you.
Maybe that’s setting aside time each morning to work on your content, or having a weekly date to write your newsletter. Maybe you decide to batch your Instagram content, but that you’re going to be more flexible and off-the-cuff with filming videos for YouTube.
(Check out Chapter Five: The Easy-Peasy Written Blog Post Process and Chapter Six: The Uncomplicated Video Process for more details.)
Experiment. Play. Figure out what works for YOU.
want more? read this other guide that focuses exclusively on simple ways to generate content ideas:
Chapter Two: ACTION
Scroll back up and work through the three-step process above. In a nutshell: 1. Gather everything together, 2. Sort your ideas into themes or similar topics, and 3. Map out your promotions. Then, grab your calendar and set up a batching date!
(Even if you’re not sure if batching will work for you - give it a shot! If you’ve tried batching before and you KNOW that it doesn’t work for you, make sure that your calendar has enough space for you to bring all of your awesome content ideas to life.)
Keep reading or back up to the table of contents.
Chapter Three: Content Calendars
How to craft a content calendar that you’ll actually stick to.
A note for we begin: Creating content consistently is something that we ALL struggle with from time to time (it’s called being human). So when things get stale + boring and you feel unmotivated and unexcited about your work… don’t be afraid to switch things up! Content (and your content calendar) is *supposed* to be fun and ease-filled. Now, that doesn’t mean that it’s not hard work (creative work IS hard), BUT IT SHOULD ALSO BE FUN. So if it’s NOT fun, change and adjust it until it is, ok?
Another note: A content calendar, no matter how Instagrammable or amazingly planned out, won’t work if you don’t actually use it.
Where are you now?
When putting together your content calendar, I want you to think about where you are now. (In the self-reflection sense + not the literal location sense.)
If you have trouble sticking to a content calendar, the solution is *not* to jump right in and create another one that will! work! this! time! The solution is to step back and look at the REASON why you can’t stick to your current content calendar.
What is it about your current approach that’s not working for you? What do you hate? What do you love? What aspects + techniques + strategies + approaches would you like to experiment with? Does it all just feel too messy and hard and it’s better to just scrap the lot and start again?
It’s ok to take a step back. In fact, sometimes it’s the ONLY way that you can move forward.
So please, if your current approach isn’t working for you, take some time to step back and reflect before you charge ahead. Reflecting now will really make a difference in the long term (and save you lots of time in the short term too).
I’ve experimented with a lot of different content calendars over the years and while a strict editorial calendar does have its perks, they’re also *very* restrictive.
And that restriction often leads to boredom and overwhelm, which leads to binge-scrolling Instagram, which leads to comparison, which leads you down a WHOLE ‘NOTHER RABBIT HOLE. (Alice, you still there?)
That’s why I prefer a more flexible and visual approach.
When you go for this flexible and visual approach – aka a broad, overarching strategy/goal (like your Sunburst Strategy™️ - refer to the Content Her Way Planner + Workbook) and then go with the flow for specific topics (like in the Content Ripple™️) – you need to keep a few things in mind...
The key to make this flexible and visual approach work is two-fold:
You have to keep your overall goals front + centre: Be intentional about what you create and where/when it goes out. Even though your content “calendar” is going to be a lot more flexible than a rigid “DO THIS OR ELSE 30-day calendar”, still keep upcoming launches in mind, and keep products + services at the heart of your Content Ripple/s. In other words, still create content that helps you achieve your goals.
You have to be consistent: Going with the flow in this case DOESN’T mean that you’re only publishing when inspiration hits (because we know that can be scarce!). (Again, just a little reminder that “consistency” is different to “frequency”. Refer back to Chapter One: Publishing Frequency if you’d like a refresh!)
A word of warning: if you’re used to a super strict approach (aka the “traditional” 30-day style calendar) you may experience some stress + anxiety when first trying this more flexible approach.
YOU’RE TOTALLY FINE THOUGH, OK? It’s just growing pains. And the more open + receptive you are to trying something new, the better your content will be and the more fun it’ll be to create.
Promise.
chapter three: ACTION
Want to explore the Content Ripple method in more depth? Ditch the traditional content calendar, give this method a shot and see how it can work for you! Get your free planner + bonus video walkthrough here.
Keep reading or back up to the table of contents.
Chapter Four: Content Tools
My fave things that make creating content easier.
The Content Her Way Planner
Yes. I use my own planner all the time! This step-by-step workbook + planner uses hand-picked exercises to help you create content that’s uniquely you AND gives you a framework to get everything published with the most amount of fun + the least amount of hair-pulling/laptop throwing.
The Content Ripple Planning Guide
Yep - I use my own free guide too! The Content Ripple has been a game changer for both my own content and that of my clients. If you love visual learning tools or you’re more of a creative or artistic sort, I think you’ll love the Content Ripple!
Trello
I fall in and out of love with Trello. (At the moment, we’re taking a break.) In the past, I’ve used Trello as a home base for all of my ideas (stored in a card called “Content Ideas”) (how original, Brogan). I’ve also used Trello to map out what content I’m creating in a particular month + give myself plenty of checklists. (Because ticking things off is SUPER satisfying, am I right?)
Note: You don’t *need* to use Trello. There’s plenty of other digital tools out there and you might love Asana, Basecamp or Click Up better. OR you might prefer an analogue pen + paper approach (this is working well for me right now!). Switch out Trello with what works for you.
Evernote
I first signed up for Evernote five-ish years ago and HATED it - I had no idea how to use it or make it fit into my routine! Now, I can’t live without it.
I’ve found that Evernote is much easier to mix pen + paper scribbles with digital document storage. I still need to scribble words down and use post-it notes to organise my thoughts and ideas. And yes, technically you can upload an image of your paper brainstorm to Google Docs, but in Evernote photos with text are SEARCHABLE. (Absolute time saver!)
But the thing that I love THE MOST about Evernote is that ev-ery-thing I need for each blog post is in the *one* note. So that means a photo of my pen + paper brainstorm, outline notes, the video script, website/blog copy + any extra newsletter copy is ALL IN THE ONE SPOT! ONE PLACE FOR EVERYTHING!! HUZZAH!!!
Hemingway App
If you don’t know, the Hemingway App is an awesome tool that you can either write directly into or copy + paste your text. It’ll then tell you if paragraphs don’t make sense, or if they’re too complicated, or if sentences are too long, etc. I don’t follow it religiously, but it’s a great step in the editing process! (More coming up in Chapter Five: The Easy-Peasy Written Blog Post Process.)
Copy bank
This is one of the best things I’ve ever done for copywriting – hands down. I keep an Evernote note that has a curated and organised list of sentences, phrases + copy that I’ve found on the internet/in books/wherever and LOVED. It also hosts a lot of sci-fi and Jane Austen related copy (of course).
Note: I know that *you* know this, but who knows who’ll find this guide on Google. The purpose of the copy bank is NOT to steal what others have written. So no copy + pasting straight into your own work – the copy bank is to be used for inspiration or as a template for what you’re writing. You add your own flair and mix + match it up.
TubeBuddy
I’m also going to mention TubeBuddy because it’s made my YouTube life roughly 6.58 million times easier. The two features I use the most are the Keyword Explorer (GAME CHANGER) + the Upload Checklist (I love a good tickable checklist). It also has some pretty handy dandy analytics that are actually easy to understand. (Gasp! I know.)
Psst: None of these are affiliate links – I just love all of these tools! I mean. Obviously, if you buy my planner, then I’ll get paid. But then you’re helping me buy more skincare + curly hair products - yaay!
chapter four: ACTION
Pick the best tools that work for you and STICK with them. This step alone will make creating content about a million times easier.
Keep reading or back up to the table of contents.
Chapter 5: The Easy-Peasy Written Blog Post Process
Take the stress out of blogging.
A note before we begin: You can use this process for any written content – blog posts, newsletters + even updating your website content. (I’ll talk about writing for video scripts in Chapter Six: The Uncomplicated Video Process.)
Another note if you’re thinking “But isn’t video where it’s at?”:
— How does a Hollywood blockbuster start or your favourite series on Netflix? With a screenplay.
— Where does a TV advertising campaign start? With a script.
Words, my friend. They all start with a creative writer scribbling ideas on a napkin, or a screenwriter brainstorming the outline for a new TV series. Even if you plan to ditch “traditional” blogging for video or audio, some part of the process is still going to involve you picking up a pen, or opening a fresh document.
OKAY? Ok. Back to the easy-peasy written blog process...
1. Pen + paper brainstorm
I have an A4 notebook that I ONLY use for content brainstorming. If an idea isn’t related to content creation, it’s not allowed in this notebook! I grab a pen (and maybe some highlighters if I’m feeling extra crazy) and create a mind map around my idea.
In a nutshell: Pen and paper are good for your brain!
2. Rough/crappy first draft
After brainstorming on paper, I then organise the brainstorm into an outline in Evernote (so it flows), and then bash out the first draft.
I say “bash out” because I try to do it as fast as possible and get all my thoughts written out. (Try reeeally hard not to edit it yet. Or find the perfect synonym on relatedwords.org… try to just write.)
Here’s the thing: writing doesn’t ALWAYS happen this way.
When I’m struck with a fit of inspiration, I skip the brainstorm + outlining process and just start typing like a mad woman. In those fits-of-inspiration-moments, do whatever you can to capture that idea before it escapes you!
And if you get reeeally stuck at any time during the writing/creation process, try creating in context. So if you’re trying to write a newsletter, type it out in Gmail. Write your blog post directly in Wordpress or Squarespace. Tap out your Instagram post directly in the app. A lot of the time, your brain just needs some boundaries for creating - and as soon as you give it context, you’ll find that the words and ideas flow a lot easier.
3. Round 1 edit: run the blog post through the Hemingway App
The Hemingway App is a great way to make your writing as succinct + clear as possible... but you don’t have to follow it religiously! Sometimes, I’ve found that making the edits suggested by the app can suck all of the life out of a paragraph. (So sometimes I just ignore it and do my own thing 😉)
Remember, this is YOUR work, and at the end of the day, you have to be happy with it. Use the Hemingway App as a general guide for suggestions, but always *always* trust your own judgement.
4. Round 2 edit: run the blog post through your personality filter
Next, I tap into my copy bank (see Chapter Four: Content Tools above) and/or my Jane Austen Phrase Thesaurus. This is where I’ll switch out mundane examples or cliche language into something that’s more me. (Not every blog post will be packed with sci-fi and Jane Austen references, but there’ll be a definite flavour.) I also tap into my ideal client copy bank and make sure I’m using phrases that they would use too.
This process of adding in personality gets a LOT easier the more that you do it. These days, I often don’t need to tap into my copy bank because the idea + words + ridiculous analogy just comes to mind.
5. Round 3 edit: read it out loud
Yep. Reading your work out loud is the BEST way to make your writing sound more like you. (I do this aaall the time!) Why? Because your ears will pick up what your eyes have missed.
During this round of edits, I read the blog post/newsletter out loud and fix up any words, sentences or sections that don’t sound like me.
Your goal during this round of editing: If it doesn’t sound like something you would say, either delete it or change it until it does sound right.
(Pssst. You don’t HAVE to do these three rounds of edits. Pick what makes the most sense for you + what YOUR writing needs most.)
6. Publish the thing
After that, the blog post gets uploaded to Squarespace and I HIT PUBLISH.
Too often, we overthink this phase in the process. Just publish it, ok? Especially when you’ve gone through a process like I’ve outlined above, your post is good enough.
Could you improve your work further? Of course. But isn’t it more important to get your words + work out into the world where they can help people, be of service to them and maybe even make their day? Isn’t it more important to get feedback on what you’ve created from actual humans outside your own brain?
chapter five: ACTION
Try out this easy-peasy written blog post process and then… just hit publish. Yep. I want you to hit publish. And then start creating something else - right away. The only way that you get better is with time, and the only way that you make progress is with practice. It’s time for some thrilling heroics, friend!
Keep reading or back up to the table of contents.
Chapter Six: The Uncomplicated Video Process
The secrets to fuss-free video creation.
A note before we begin: Since every piece of content starts with words, a lot of what we’ve covered in terms of written blog posts also applies for the script-creating part of the video process. So I’ll just touch on the two specific video-related sections here + then refer back to sections we’ve already covered when necessary 🙂
1. Write the video script
After the brainstorming phase (see the “pen + paper brainstorm” section in Chapter Six: The Easy-Peasy Written Blog Post Process above), I like to turn my outline into a full video script.
You don’t have to write a full script for your videos (an outline might be enough for you), but I’ve found that my writing skills are stronger than my speaking skills, so having a written script helps me to SPEAK better + succinctly too.
The main difference with writing a video script vs. a blog post is to really make sure that it sounds like you speak. (Think: reading a transcript vs. reading this guide.) Read your script out loud and make sure that it feels natural to how YOU speak.
Yes, it might not (technically) be grammatically correct, but as long as it sounds like you’re a normal human having a regular conversation, you’re all good!
2. Film the video
I like to keep things super simple (no surprises there!) so I do all my filming on my iPhone.
The trick when filming on your iPhone is to make sure you have plenty of natural light in front of you (like a big window). Go for natural, but not direct-blazing-in-your-eyes sunlight. Also, it’s a good idea to be aware of what time of day you’re filming at + how that affects shadows and how the light bounces around the room that you’re filming in. (Filming in front of my white brick wall also helps to bounce light around, so pick a light + bright room if you can!)
Some people like to stop and start their filming (so they have a bunch of smaller clips to edit together) but I find it easier to film continuously (no stopping every time I mess up). Filming like this also means that you capture some fun bloopers + it also helps to keep you in the flow of things. And it helps you to get used to being on camera (because you almost forget that it’s recording) – which means that you’re more natural + you!
Note: I’ve mentioned this in Chapter Two: Idea Generation, but just to be clear - batching isn’t for everyone. For example - I can’t batch videos to save my life! I can only film two or three videos at one time (and then ONLY if they’re fully scripted + relatively short). Any more than that and I look + sound like Medusa when she’s been on a three-day juice cleanse. And no amount of editing can salvage THAT.
But I *can* batch writing - give me a whole week or so of writing, writing, writing and I am in HEAVEN. Other people need to space their writing out a bit.
Batching is *great*, but it doesn’t work for everyone or every content type. Just something to keep in mind! So explore + play around and see what works the best for you.
3. Time to edit!
After filming all the clips that I need, the video then gets edited in iMovie because 1) it’s on my Mac already, 2) it’s easy, and 3) if I’m going to spend time learning how to use another kind of editing software, I might as well hire someone to do it for me.
As with everything else, I try to keep my editing simple. I’ve experimented with fancy b-roll in the past (spending hours sourcing stock footage that I like + filming my own) and with more complex editing styles, but eventually… it gets too time consuming and overwhelming for me.
So yes, experiment with different styles of editing. Source inspiration from other creators and YouTubers. Try new things. But ultimately, you need to pick what you can stick with long term.
I know that this sounds super obvious (and that I’ve said it 50 or so times already) but the reminder is really important: there’s no point in making things more difficult than they need to be.
If you’re already busy with running a business and keeping up with the laundry, what’s the point of adding an extra 27 steps to your to-do list? Exactly. No point at all.
The other thing to remember, or to realise if you haven’t done much (or any) video editing in the past, is that it takes a HECK of a lot longer than you think.
Depending on the state of your raw footage (e.g. how many takes you needed to do, how many false starts or “uuumms” that you need to cut out), how long your video is, whether you’re including b-roll or not, aaaand how fancy you’re getting with your final editing style (e.g. transitions, graphics, slides, music, etc.), editing your video can take anywhere from a few hours to four days.
YEP. You read that right... it can take DAYS to edit one video. I don’t say that to scare you - I say that to keep things real. Video creation takes time. Doing a good job takes time. And learning to do both of those things (and to do them well) means putting in some extra hours (especially at the start).
So again, keep things simple. You can always make things a bit more complex or fancy later on, or choose to keep things simple. Please just be realistic about what you’re taking on + what you can handle. Use that to guide your decisions. And then keep moving forward.
Chapter six: ACTION
If you’re nervous to get started with YouTube, try Instagram Stories first. Practice with shorter segments and then build up to do longer clips that you share in your Instagram feed or on IGTV. Over time and as you make more videos, you’ll get more confident!
Keep reading or back up to the table of contents.
Chapter Seven: How Your Newsletter Factors In
How to keep your newsletter simple (but still effective).
I’ve experimented with a lot of different newsletter formats over the years.
From including only snippets of blog posts/videos, to including the whole post in the email, to writing something completely separate from my blog post, from long to short, and everything in between, my conclusion is (say it with me because you know it off by heart now)... do what works for you.
At the moment, what works for me is this:
Since I’ve moved to a more evergreen format of blog and website content (also known as foundational or cornerstone content - see Chapter One: Publishing Frequency) I won’t be sending out my usual “here’s a new blog post/video” style emails.
Over the past five-six months (as I’ve been working on my new website - this one! - and doing a full content audit), I’ve experimented with writing more off the cuff, “unscripted” letter style newsletters - and I’ve really been enjoying that! (I’ve also received more replies to my emails, so it looks like my audience loves this style too!) This kind of content is typically more transient and/or time sensitive, but because it lives in email and nowhere else, it doesn't matter! (No having to go back multiple times a year to edit + tidy up my blog! Huzzah!)
But what about if you ARE creating regular (weekly, fortnightly/every other week, monthly) blog post or YouTube content? What do you do for your newsletter then?
If you’re planning on creating regular blog or YouTube/video content, then I highly recommend (for the sake of your sanity) that you use the same content from your blog post in your newsletter. (Unless something special is going on OR you have something else you really really want to email to your audience - then you can always add something different into the mix.)
Keeping your newsletter simple reduces a lot of the stress that comes with having to think of ANOTHER whole piece of content.
And to be honest, most of the time, coming up with a whole new piece of content just isn’t necessary. (Unless, of course, you’re like me and your blog/website is evergreen/cornerstone content-based, but you still want to email your audience on the regular.) (It’s always a good idea to email your audience on a regular basis by the way.)
chapter seven: ACTION
Less is more. Simplify to amplify as Marie Forleo would say. You don’t need to create MORE content per se - you just need to create with more INTENTION.
Brainstorm some ideas for what this could mean for your newsletter.
Keep reading or back up to the table of contents.
Sidebar:
19 Fun Ways to Add More Personality to Your Content
For when you feel like your personality isn’t coming across…
1. Share something that happened to you today. “Every day is worth writing about” – Laura Belgray
2. Read it out loud. Does it sound like you? If you sent this to a friend, would they recognise it?
3. Write your #Fridayintroductions post as a movie trailer
4. Include a quote from your fave book
5. Talk about what brings you joy
6. Add a gif
7. Write your blog post from the perspective of your fave movie character
8. Record yourself like you’re leaving a voicemail to a friend
9. Ask friends and family how they describe you. What words come to mind?
10. Play to your strengths – choose writing over video (or vice versa) if that suits you best
11. Notice what happens to you and how you respond
12. How do you want people to feel? Write to that
13. Make the process fun – creativity and suffering don’t have to be linked
14. Sing or lip sync in your videos (like Lydia Tefera)
15. Have a dance party in your videos (like Mayi Carles)
16. Take a magazine headline and rework it for your blog post title
17. Brainstorm by hand
18. Compile quotes, words, expressions and examples from your fave things into a word bank so that you can pepper them through your writing
19. Watch videos from someone with a similar personality to you (chilled out + calming, goofy + funny) + get inspired to express yourself on camera
ACTION: Which of the above are you going to try? Let me know on Instagram!
Keep reading or back up to the table of contents.
Before You Go: A Final Note
The most important thing to remember.
Exploring how you best create is going to help you find content serenity (+ stop you from falling back into ad-hoc-time-consuming-last-minute-hot-mess-express mode).
I’ve shared this writing + editing + filming process guide with you to give you a sneak peek into how I like to work.
But this might not be how YOU like to work. AND THAT’S A-OK.
As you read through this guide, take note of how you feel. Let things sit for a bit. Let ideas percolate. Then take something away. Add something. Notice how that feels. Experiment.
Then keep moving forward.
Your process isn’t set in stone. My process isn’t set in stone. It’s continually evolving + changing. So have some fun with it + make it work for YOU.
If you loved this in-depth guide, you might also like the Planner collection!
Want to add more simplicity and fun to your business by doing content your way? Check out my planners and workbooks and say hello to content that’s simple, fun and actually does something for you.