In this Real Life Marketing Conversation, Ben Mariner of Online Pastry School talks about ‘Batch Content Creation’
Jeremy : Talk me through your, process if you like. So, when you create one piece of video, give us some examples as to what do you actually do with the content? And what does it look like?
Ben : So, we do a couple of days of filming, for example. Then we take all that content, put that stuff on the members area – through the paid members area, and then I’ll take that, other content into iMovie and I’ll just cut up little snippets of the let’s say ‘sexy bits’, with the glazing and with the nice shots. And then, put those into 30 second videos and those will be on Facebook. And then I might take, maybe just a small clip of, like, the glazing and use that for the Facebook stories. And then I will also use some of that content on Instagram. And also, when we’re doing the filming, I always have someone there doing photos as well.
So, I like to just get it all done in one go. And just finish it. And say, right, we’re going to do three days of filming and we’ve got all the photos we need. I’ve got all the video content we need. 30 seconds, sort of like sexy shots for Facebook within a little 30 second teaser. And then, individual like, 15 second clips for FB Stories. Same for Instagram, but obviously just schedule them at different times. So, then it looks like there’s different content coming on. And then YouTube as well. We’ll do like, taster videos or we’ll do like a half of the video and sort of fade it out – and then do underneath a link and ‘Come and See More’. So that’s like social content sorted in a day. Cause also you gotta think about how much it’s gonna cost you and how much time it’s going to cost you to create original content, when you could just do it all in one go in like three days. And then you’ve got six months worth of content.
Jeremy : Yeah. So, you basically look to create six months-worth in two or three days-worth of work. That’s amazing. Fantastic. People get very hung up on kit and, software and stuff like that. So it’s great to hear that you’re using iMovie, which is a fantastic entry level editing piece of software.
How long have you been doing that and how long did it take you to get skilled in doing it?
Ben : Oh, I mean to do what I need to do it took to me a few days of just playing with it to be honest, I just upload the clips and then you right click and then the options there. Once you’ve kind of done a couple, then you just know where to drag things in. And it’s quite easy. They’ve made it so that it is super easy for people. And obviously it’s not professionally edited, but with the fade ins and you know, just the clips of the film cause the filming’s good quality. Then you know, when you put it together, you know, they can’t really mess up. So, you know, you’ve put a little bit music on the bottom and you know, it looks very, very professional just because the quality is already there from the filming. So, you know, it’s quite hard for me to mess up.
Jeremy : Well, so I suppose it’s a tremendously leading question now. And I don’t want to put words in your mouth, but would you ‘question mark’, would you suggest getting something filmed properly as opposed to just on your phone or just messing around?
Ben : Yes, because I mean, I mean when you’re doing like on the phone and stuff for Facebook and if you do like little clips or if you’re doing your stories, then yes, that kind of rustic on your phone thing is great cause it kind of connects and people can see the behind the scenes stuff, but when it comes to stuff you’re going to sell, and also the quality of something you’re going to put on your social media. If it’s to lead someone into buying something, the quality needs to be there. Because when we started off, you know, I tried to do it cheap and I just went and got a student from the local college, and just said, you know, we’ll give you a bit of money to come down and do you do a day’s work. And yeah, it was fine, but it’s like the audio is a bit off and the lighting, it’s not very nice. It’s a little bit like, tinny as well. Like it comes off the walls and it’s great for social content, if you’re just giving away free stuff. But when you say right, go now, you know, if you want to come and buy this package people have, well not really because it doesn’t look very good. It also has an effect on the food as well because if the, if the shots aren’t very good people, I don’t really want to create that because it it didn’t look very nice. So, it has a massive effect on sales or you know, as soon as we started to up the quality of the filming, you know, the social media traffic and the people that are coming through the website went up, you know, three, four, times because people actually think, yeah, actually I want to learn to do this. It’s just that selling isn’t it? It’s just the people, buy with their eyes. They see it and they’re like, yeah, I want to learn do this.
Jeremy : And also, I suppose in terms of your content, what would intrigue me to know is do you script it? I mean, I presume you’re, obviously you’re following a process, right? Cause you’re going to be there, you’re going to make this recipe and off you go and you do it and you follow, some steps. To what degree do you actually produce the content, if you know what I mean? As in I’m going to do an intro sequence and I’m going to talk for a couple of minutes. Do you know what I mean? Do you, do that yourself or do you have a critical friend there going “Ben button it. You’ve gone on far too long”.
Ben : Yeah, no I do. I do have one. So, the guy that does the filming. I’ll always get the person who’s behind the camera. We’ve changed videographers a few times but we’d get the person behind the camera to, to give that view cause if they can see what the audience is gonna see. So, I’ll always get them to say, “Oh actually we should just change this change that” – but I’ll just have it on a sheet of paper, ‘Intro. Then we’re going to do this and we’re going to do that’. At least everyone’s on the same page. Cause normally when we’ve got, we’re doing filming, there’s five or six people in the kitchen because we’ve got somebody that’s doing the shot, someone that’s going to do photography. Two people filming, you know, one person that’s weighing stuff up ready for the next take. And then me, we just have a list there for everyone to look at. So at least everyone knows what the next thing is, where they need to be at what time. So, it’s just a very general outline. You know, I’m going to intro, then I’m going to do this recipe. Don’t do that one. And you know, this is where you need to be, and what I need next really. That’s it really.
Jeremy : I mean, it basically all comes down to planning, which is one of my things. You know, a lot of people just jump behind the camera and that’s brilliant. I’m all about sort of encouraging people to get on and make stuff. I think it’s the best way of learning how to do it, right? But at the same time, if you’re putting content out there, you just need to plan, you need to understand what the aim is of it all, you know? And, and I think it comes back to that thing of not wanting to waste people’s time with stuff that’s fluff effectively.