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RYAN<br />
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we like to add a disclaimer stating<br />
that only applications with a cover<br />
letter attached will be considered. In<br />
the first couple of lines, briefly<br />
describe your business. Follow this<br />
with a brief description of the role,<br />
outlining the working environment<br />
and key responsibilities.<br />
Key Responsibilities:<br />
THE<br />
APPLICATION<br />
PROCESS<br />
When creating an advert for your<br />
new marketing hire, there are a few<br />
essentials to keep in mind. Here is a<br />
full outline of what you should do<br />
when creating your Job Advert.<br />
<strong>The</strong> Job Advert:<br />
We recommend using a job search<br />
website such as Indeed to post your<br />
advert. You can boost your indeed<br />
advert for as little as £3 per day if<br />
you want to get applications in<br />
quickly. This will also help your job<br />
listing show closer to the top results.<br />
For the 'job title', keep this very<br />
generic, <strong>Marketing</strong> assistant will do<br />
in most cases. To encourage<br />
applicants to include a cover letter,<br />
It is important to outline what the<br />
job role will entail. <strong>The</strong> simplest,<br />
most digestible way to do this is<br />
through a bullet pointed list of the<br />
Key responsibilities. <strong>The</strong>se should<br />
include the tasks the candidate will<br />
be expected to complete on a day to<br />
day basis. By bullet pointing these,<br />
candidates will be able to quickly<br />
tell if this job is suited to them or<br />
not.<br />
<strong>The</strong> perfect candidate should:<br />
By listing the qualities and<br />
experiences you wish a candidate to<br />
possess, you quickly paint a picture<br />
of what the perfect candidate should<br />
look like. <strong>The</strong>se bullet points act as<br />
qualifying questions and will help<br />
cull the dead weight. You can also<br />
use these as a reference point when<br />
interviewing, if a candidate is talking<br />
about their personality and<br />
experience and you are able to put a<br />
tick next to all your points, you have<br />
likely found yourself a great<br />
candidate.<br />
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Ideally applicants should be<br />
familiar with:<br />
This is where you can bullet point<br />
what software and systems you<br />
would like the candidate to be<br />
familiar with or have knowledge of.<br />
Be realistic with your expectations<br />
here! If you are looking for a<br />
candidate to come in on a low salary,<br />
the likelihood is they haven't had<br />
much hands on, industry experience.<br />
You will find your best candidates<br />
will take note of these systems and<br />
software's and research them before<br />
the interview stage.<br />
Salary Expectations:<br />
Be realistic when setting your salary.<br />
Most chiropractors will be looking<br />
for a candidate to fill a low salary<br />
role, between 18-20K. This is fine<br />
(and often recommended) however,<br />
you should not expect to get<br />
candidates with a tonne of industry<br />
experience for this price. <strong>The</strong><br />
majority of your candidates will<br />
likely be fresh graduates, or people<br />
with 1-2 years in industry. If you are<br />
looking for a candidate with several<br />
years and paid ads experience, you<br />
will be looking at a salary of no less<br />
than 24K. Our recommendation is to<br />
hire cheap and train up.<br />
Chiropractic is such a specific niche,<br />
which often deems most previous<br />
'industry knowledge' useless.<br />
Instead, you can use the tools<br />
provided in this document to train up<br />
your new hire. You can set your<br />
salary range fairly wide and add the<br />
caveat that salary will be offered<br />
based on experience. This will open<br />
you up to a wide range of applicants.<br />
When offering a position, we would<br />
recommend offering the low end of<br />
the salary range. This allows you<br />
room for negotiation and you can<br />
also add in a clause stating that their<br />
salary will increase upon completion<br />
of their probation period (3 months).<br />
This will give you a 'trial period' to<br />
really get a good idea of whether<br />
your candidate is a good fit for the<br />
role, before putting them on a higher<br />
salary. You will definitely know<br />
whether it was a good hire or not<br />
within the first three months.<br />
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JOB ADVERT<br />
EXAMPLE<br />
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THE<br />
INTERVIEW<br />
PROCESS<br />
<strong>The</strong> interview process can be<br />
extremely arduous and time<br />
consuming. In this next section we<br />
will outline a time conscious<br />
interview strategy that will ensure<br />
you get your perfect Rockstar hire!<br />
CV Sifting<br />
Your first step is to sieve out the<br />
unqualified applicants. For this type<br />
of role, you will typically see 100's<br />
of applications flood through within<br />
the first week or so of the advert<br />
being live. With this kind of volume<br />
will come a lot of time wasters, no<br />
matter how much info and prescreening<br />
questions you add in. To<br />
thoroughly check every CV will take<br />
you FOREVER, so at this stage, scan<br />
each CV/cover letter very quickly.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
If you see one piece of relevant<br />
experience or education, take a note<br />
of their email, and move. DON'T BE<br />
TOO PICKY! Show up rates for<br />
interviews are worse than you might<br />
guess, at this stage it is all about<br />
putting as many potential hires in<br />
front of you as possible. For low<br />
salary hires, the CV really can't tell<br />
you all that much and you will learn<br />
10x more about the candidate by<br />
actually seeing them. When we look<br />
to hire, we are often hiring more for<br />
personality and attitude over<br />
experience as they will be expected<br />
to learn very quickly and will have to<br />
fit into a small team where everyone<br />
needs to get along. Remember, your<br />
perfect hire might not be an expert<br />
CV writer, I have personally<br />
interviewed 100’s of candidates who<br />
had great CV’s but turned out to be<br />
clueless during interview (and vice<br />
versa). So, don’t put too much stock<br />
into it, or apply too much judgement<br />
at this stage.<br />
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First Interview/video<br />
After you have finished sifting<br />
through your CV’s, depending on how<br />
many applicants you have remaining,<br />
you can do one of two things. If you<br />
still have a lot remaining (25+)<br />
consider sending them all an email,<br />
asking them to reply with a short <<br />
2-minute video answering a couple<br />
of basic questions such as:<br />
Why they have applied for the role?<br />
What experience in marketing do<br />
they have?<br />
What are their key strengths and<br />
weaknesses?<br />
This process will further reduce the<br />
time wasters and not everyone will<br />
send through a video. By doing<br />
videos instead of interviews, it<br />
allows you to watch them at your<br />
own convenience and makes it very<br />
easy to delegate to other team<br />
members. Within a minute of<br />
watching someone on video, you will<br />
have a good idea of whether they<br />
will fit in to your clinic. After the<br />
video process, or if you already have<br />
low applicant numbers, you can start<br />
to set up your first stage interviews.<br />
You should set these up over video<br />
call (we recommend Zoom). Again,<br />
this will help save time and allow<br />
you to fit them around your schedule.<br />
I recommend setting up a Calendly<br />
account (an online calendar/booking<br />
software).<br />
This will allow you to send everyone<br />
a link in bulk, so they can book in<br />
their own slot for interview. This will<br />
save you time going back and forth<br />
with every individual trying to<br />
arrange interview times and sorting<br />
zoom links out. This interview should<br />
be quick (no longer than 15 minutes<br />
each) and is a chance to put a name<br />
to a face, lay out some context for<br />
the role and your business, whilst<br />
getting a feel for the person and<br />
their experience.<br />
Second Interview<br />
One you have narrowed your<br />
candidates down to a few favourites.<br />
It is time to invite them in for an inperson<br />
interview. This should be<br />
done at the place where they will be<br />
working so they get a chance to see<br />
the working environment, meet some<br />
of the team and experience the<br />
commute (if applicable). When hiring,<br />
it is a two-way street, you want a<br />
great asset, but you also want your<br />
employee to be happy at their place<br />
of work. <strong>The</strong>refore, at this stage you<br />
want to ‘air out your dirty laundry’,<br />
tell them all your business<br />
imperfections and be brutally honest<br />
about the role (include the good, the<br />
bad, the ugly). <strong>The</strong> worst thing you<br />
can do is sugar coat everything and<br />
end up hiring someone who is not<br />
actually suited for the role, who only<br />
stuck around because they had a<br />
warped understanding of what the<br />
job was going to be.<br />
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In this interview, you can ramp up<br />
the skill orientated questions and<br />
really dive deep into their<br />
experience. After the second stage<br />
interviews, if you are still not 100%<br />
sure on who you liked most, don’t be<br />
afraid to book in more subsequent<br />
interviews. I have personally been<br />
involved in interview processes<br />
where we have interviewed the same<br />
candidate 5 or 6 times before making<br />
a decision. We like to think of the<br />
interview process as ‘dating’. <strong>Hiring</strong><br />
an employee is a long-term<br />
commitment, so we want to make<br />
100% sure that this person is right<br />
for us and that we are right for them.<br />
Equally, don’t be afraid to make the<br />
decision that none of the candidates<br />
are right for you. Sometimes this is<br />
the best decision to make and there<br />
are always more applicants waiting<br />
to apply! We work on the principle of<br />
hire slow, fire fast. By hiring slow,<br />
you are unlikely to make a mistake,<br />
but if after the first three months’<br />
probation period you know things are<br />
not going well, don’t hesitate to end<br />
the relationship quickly. This will be<br />
beneficial for both parties down the<br />
line, trust me!<br />
approach this will likely give you an<br />
understanding of how serious they<br />
are about your role and how quickly<br />
they can adapt to new information.<br />
This can be something advanced like<br />
adding them into your ads account<br />
and getting them to create you an<br />
advert after watching one of the<br />
inner circle teachings on this. Or<br />
something simple, like having them<br />
sit through one module of New<br />
Patient Avalanche, having them to<br />
take notes and then bring their<br />
learnings along with them to their<br />
second stage interview.<br />
<strong>The</strong> Offer<br />
Once you have decided on your<br />
Rockstar candidate, all that's left is<br />
to offer them the position! This is<br />
usually done through a phone call<br />
from the business owner to<br />
congratulate them on their hard work<br />
throughout the interview process and<br />
then offer them the position. Upon<br />
offering, you will need to draw up a<br />
contract with all the necessary<br />
information and legal requirements.<br />
Task or further reading (Optional)<br />
Between or after either of these<br />
interview stages, don’t be afraid to<br />
throw a small task or bit of research<br />
at your applicants. <strong>The</strong> way they<br />
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EXAMPLE<br />
INTERVIEW<br />
QUESTIONS<br />
Intro:<br />
Explain your business, who you are and what you do. Also<br />
explain the role in a little more depth and what you are<br />
expecting from the person filling this position<br />
Questions:<br />
What made you apply for this role?<br />
Why do you think you would be a good fit for us?<br />
What <strong>Marketing</strong> experience do you have?<br />
Do you have any other experience that you think would be<br />
relevant to the role?<br />
What part of your previous job did you like/dislike?<br />
What is your key strength?<br />
What is your key weaknesses?<br />
What do you like to do in your spare time?<br />
What should make us hire you over the other candidates?<br />
Do you have any questions?<br />
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BEFORE THEY<br />
START<br />
Now that you have found your new<br />
<strong>Marketing</strong> seat, it’s time to bring<br />
them up to speed with your business<br />
and the way things are done around<br />
here. This is the exact same way that<br />
I get all of my new hires operational<br />
when they begin. Here is a checklist<br />
of things that I recommend you get<br />
them to do before they start: Make<br />
sure that they have watched/ read<br />
New Patient Avalanche* from start to<br />
finish. This will ensure that they<br />
have EVERYTHING they need to get<br />
started on marketing.<br />
Read New Patient Avalanche<br />
Watch New Patient Avalanche<br />
Module 1<br />
Module 2<br />
Module 3<br />
Module 4<br />
Module 5<br />
Module 6<br />
Module 7<br />
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CHECK OUT<br />
THESE CALLS<br />
Here is a list of the best calls to get<br />
them started on:<br />
Systems and tech<br />
Zapier 1 (Tech Call 7)<br />
Zapier 2 (Tech Call 24)<br />
Zapier is a website that allows you<br />
to transfer data between systems e.g<br />
Facebook and Infusionsoft<br />
logos and a whole host of other<br />
things from readymade templates.<br />
Landing pages (Tech Call 9)<br />
Chat Bots (Tech Call 15)<br />
Content creation (Tech Call 34)<br />
Google AdWords (Tech Call 6)<br />
Measuring marketing stats. (Tech<br />
Call 46)<br />
Covid-19 Saving Graces (Tech Call<br />
49)<br />
This video explains what things in<br />
marketing that we used during<br />
lockdown to keep our leads and sales<br />
going.<br />
Canva and Headliner (Tech Call 40)<br />
Canva is a photo editing platform<br />
where you can create email headers,<br />
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Email <strong>Marketing</strong>:<br />
Infusionsoft (Tech Call 14)<br />
Infusionsoft recap (Tech Call 36)<br />
Infusionsoft is a CRM system that<br />
stores contact information and<br />
allows you to create email<br />
campaigns from tags<br />
Facebook Audiences (Tech Call 4)<br />
Facebook Audience recap (Tech Call<br />
22)<br />
<strong>The</strong> Facebook Audience function on<br />
FB Ads allows you to target<br />
specifically, retarget or custom<br />
target an audience to see your ad.<br />
Stats and reporting (Tech Call 19)<br />
Copywriting masterclass (Tech Call<br />
44)<br />
Clever copywriting is KEY for any<br />
person in marketing to appeal to an<br />
audience and convert them into a<br />
paying customer.<br />
A-Z of Email <strong>Marketing</strong> (Tech Call<br />
18)<br />
Welcome sequences (Tech Call 25)<br />
Content creation (Tech Call 34)<br />
Facebook and Ads<br />
PPE (Tech Call 1)<br />
Page Post Engagement – PPE is<br />
essentially a Facebook Ad that<br />
reaches a larger audience. It is a<br />
function that allows you to control<br />
who sees your ad and where.<br />
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FACEBOOK<br />
ADS AND<br />
EVENTBRITE<br />
Facebook Ads are a great way to reach further audiences. This section is full of everything that your<br />
new hire will need to know for creating a Facebook Ad:<br />
<strong>The</strong> 7 Point Facebook Copy Formula<br />
Write Great Facebook Ad Copy Every Time<br />
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FACEBOOK<br />
LEAD GEN AD<br />
EXAMPLES<br />
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FACEBOOK<br />
SPINAL<br />
SCREENING<br />
AD EXAMPLES<br />
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EMAILS AND<br />
REACTIVATIONS<br />
Email marketing is one of the best ways to communicate with current and prospect customers of<br />
your practice. <strong>The</strong>re are many different types of CRM system to choose from, here is a list for them<br />
to have a look through to help better understand.<br />
When training up my team, I make sure that they have a knowledge and understanding of the<br />
different types of emails (believe it or not, there are so many different ways to use email marketing!)<br />
Here is a list of examples of different types of email:<br />
Seinfeld email - Seinfeld emails are usually conversational with the client. Very informal<br />
(Page 25)<br />
Forwarded email - A Forwarded email is a clever bit of marketing to get the client to think that this<br />
has been forwarded on through the business<br />
(Page 26)<br />
RE: email - This type of email makes them think that they have already seen/opened this and so are<br />
more likely to respond/ open it.<br />
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What if you really could live without<br />
back pain?<br />
Do you make these mistakes when<br />
trying to ease back pain?<br />
<strong>The</strong> secret to living without back<br />
pain<br />
Do you sincerely want to live with<br />
much less back pain?<br />
Back pain: Are tired of the treatment<br />
you’re currently getting?<br />
EMAIL<br />
COPYWRITING<br />
This is the most crucial part of email<br />
marketing. Getting a KILLER subject<br />
line and content that follows. Here is<br />
our Copywriting Bible when it comes<br />
to Email marketing.<br />
Headlines/ Subject lines<br />
Are you living with, or worried about<br />
someone suffering with back pain?<br />
Warning: If you’ve still got back pain<br />
after all this time…it’s because your<br />
Doctor may not have told you about<br />
this…<br />
Safe and effective ways to ease back<br />
pain without taking pills!<br />
Back pain: Have you ever seen a<br />
grown man cry?<br />
At last…we finally know the secret to<br />
easing back pain naturally<br />
Imagine what you could be doing if<br />
you had even just a little less back<br />
pain…<br />
How to ease back pain without<br />
popping pills or having to see your<br />
GP…<br />
It’s crazy that a 70 year old man with<br />
lower back pain is now so active…<br />
Sub-Headlines / Preview text<br />
Read on to discover more about how<br />
to ease back pain naturally, without<br />
talking to your GP<br />
If you want a shot at living with less<br />
back pain, just keep reading this<br />
report…<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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Keep reading to learn more about<br />
the amazing new report that drug<br />
companies don’t want you to read…<br />
At the very least, reading this report<br />
could ease your back pain more so<br />
than those costly pills…<br />
Introductions and Opening<br />
Paragraphs<br />
Dear…<br />
Are you tired of living with back<br />
pain? Have you ever that must be<br />
more out there to help, other than<br />
just pills…<br />
You’re getting this …… because I<br />
don’t want you to miss out on this<br />
amazing new……<br />
It’s been a while since we last saw<br />
you in our clinic, and I want to let<br />
you know about this amazing new<br />
offer…<br />
Over the past 6 weeks you may have<br />
seen me in the local paper with my<br />
new …… report and I wanted to<br />
make sure you got chance to get a<br />
free copy for you and a friend<br />
Free Report Offers<br />
How to ease back pain without<br />
taking pills!<br />
Ways to stop annoying headaches<br />
and migraines from disturbing your<br />
sleep…<br />
How to ease back pain by using these<br />
7 simple stretches<br />
7 simple and effective ways to beat<br />
back pain<br />
How to live without back pain – and<br />
stay that way FOREVER…<br />
14 ways to ease back pain in just 7<br />
days<br />
Bullet Points<br />
Fill in the blank templates:<br />
• How to ____ with less ____<br />
• 7 ways to ease ____ with less ____<br />
• How to ease ____ without (i.e.<br />
exercising) everyday<br />
• <strong>The</strong> simple technique for ____<br />
• <strong>The</strong> five things you must never do<br />
if you want to end ____ pain<br />
• How to quickly and easily ____<br />
• <strong>The</strong> correct way to ____<br />
• <strong>The</strong> only type of ____ you should do<br />
if you want a fast end to ____<br />
• 7 secrets of ending ____ that your<br />
GP won’t tell you<br />
Frustrated by back pain? Read on to<br />
learn more…<br />
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• How to ____<br />
• A simple method for ____<br />
• How to solve ____ once and for all •<br />
Quick and effortless ways to ____<br />
• <strong>The</strong> secret to ____<br />
• <strong>The</strong> step-by-step formula ____<br />
Ready to use:<br />
• How to walk further for longer with<br />
less back pain<br />
• <strong>The</strong> one thing you can do to ease<br />
back pain at home, right now…<br />
• How to ease back pain without<br />
exercising everyday<br />
• <strong>The</strong> secret exercise routine that<br />
your GP’s don’t show you<br />
• <strong>The</strong> #1 mistake most people make<br />
when trying to end back pain<br />
successfully<br />
• Two exercises proven to ease back<br />
pain and improve posture – perfect if<br />
you’re a lady worried about how<br />
healthy you may look<br />
• Discover the little-known way to<br />
work out for longer – with less back<br />
pain<br />
.<br />
Calls To Action<br />
Examples:<br />
• Call today or miss out!<br />
• Don’t delay – back pain is going<br />
nowhere so please do this now!<br />
• If you call now – you can still get<br />
this report FREE!<br />
• Act now – before someone else<br />
gets your FREE session…<br />
• Just ____ copies remaining – call to<br />
get yours!<br />
• Call this number NOW xxxxxxxxxxx<br />
or, go online to get it instantly<br />
• 24 hours left to get your FREE<br />
discovery call<br />
• Lines open at 9am today…and you<br />
can leave a message!<br />
• Free bonus gift to find relief from<br />
back pain worth $30 for the first 8<br />
PEOPLE who call xxxxxxxxxxx today!<br />
Post Script Section (<strong>The</strong> P.s.’s)<br />
P.s. Here’s our number again for you<br />
xxxxxxxxxxxxxx<br />
P.s. Don’t forget to let your friends<br />
and family know about our exclusive<br />
offer<br />
P.s. This offer is only available for a<br />
limited time!<br />
P.s. I privately published this quick<br />
reading report at my own expense<br />
only to help good people like you<br />
make a better, more educated and<br />
more informed decision about back<br />
pain...and your future health...<br />
...give you a sensible and completely<br />
FREE means of getting to the bottom<br />
of your back pain once and for all<br />
(without incurring ANY addiction or<br />
cost) ... ...give you very important<br />
facts and little-known methods to<br />
help yourself ease back pain at<br />
home, tonight, that frankly the drug<br />
industry hopes you never know.<br />
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RYAN<br />
RIEDER<br />
P.s. No one will ask you for money<br />
for anything else when you call:<br />
xxxxxxxxxxx...or go online at<br />
____________ to get your free report.<br />
Just 17 free copies remain of this<br />
amazing new report (valued at $27)<br />
– so please act decisively.<br />
P.s. <strong>The</strong> author of this report…<br />
*YOUR NAME* from ___________ is one<br />
of the leading Chiropractors and an<br />
expert on finding ways to end back<br />
pain at the root cause.<br />
Again, there is NO cost for this free<br />
report and nobody will ask you for<br />
money for anything else when you<br />
call this number: xxxxxxxxxxx (You<br />
can leave a message - 24hrs).<br />
P.s. <strong>The</strong>re’s no time to waste... just<br />
17 FREE copies of this valuable<br />
report (worth $27) are left...so please<br />
call NOW to get yours and when you<br />
do...<br />
...you will breathe a sigh of relief<br />
once you realize how easy (and cost<br />
free) it is to finally find out what is<br />
causing your back pain - and how<br />
soon you can finally enjoy exercise<br />
again without back pain.<br />
P.s. To confirm - no one will ask you<br />
for money for anything else when<br />
you call xxxxxxxxxxx to collect your<br />
free report, perfect for people aged<br />
35-60 suffering with back pain for<br />
longer than 17 days.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
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RYAN<br />
RIEDER<br />
SOCIAL<br />
MEDIA AND<br />
CONTENT<br />
When it comes to social media<br />
marketing, it is SO important to have<br />
a roadmap of what you want to post<br />
and when. This avoids duplicate<br />
content, oversaturated content and<br />
shows you gaps in your plan.<br />
On page 33 is our guide to social<br />
media for your new hire if they are<br />
unsure what it is/how to use it<br />
On page 47 is a social media plan<br />
that we like to use when planning<br />
our social strategy<br />
Here is a list of websites and<br />
platforms that they should be aware<br />
of/ have a look at:<br />
QR Codes (https://www.qr-codegenerator.com/).<br />
- Access a webpage,<br />
download PDF, auto-compose an<br />
email or text<br />
Facebook Creator Studio<br />
(https://business.facebook.com/creat<br />
orstudio). - Great way to manage and<br />
schedule Instagram and Facebook<br />
posts<br />
Canva (https://www.canva.com/). -<br />
Free and easy way to produce<br />
content for social, create posters and<br />
even print material<br />
Fix Your Funnel<br />
(https://fixyourfunnel.com/). -<br />
Texting system for KEAP, enables the<br />
creation of auto-conversations<br />
LiveChat<br />
(https://www.livechat.com/). - Keep<br />
connected with patients and have<br />
reassuring conversations with them<br />
ManyChat (https://manychat.com/). -<br />
Auto-conversations through<br />
Facebook Messenger.<br />
Loom (https://www.loom.com/). -<br />
Generate short to camera videos to<br />
send to patients, can include CTA on<br />
paid version<br />
PicSnippets<br />
(https://app.picsnippets.com/). -<br />
Generate a custom image with<br />
wording to suit each recipient in<br />
your CRM emails<br />
Seinfeld Emails - Great way of<br />
keeping communication open and<br />
reassuring clients of updates to our<br />
clinics<br />
ClickFunnels/Leadpages<br />
(https://app.clickfunnels.com/ and<br />
https://www.leadpages.com/). -<br />
Helped create membership sign-up<br />
pages to begin direct debits for<br />
packages, creating ease of<br />
contactless payment)<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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Document<br />
Don't Create<br />
RYAN<br />
RIEDER<br />
One of the main reasons people don't put<br />
out content is because they don't know<br />
what to create. In the past couple of years<br />
content online has taken a shift to<br />
documenting. Gary Vee has been a big<br />
pioneer of this in the business world,<br />
documenting his working week in his multi<br />
million dollar business and uploading to<br />
YouTube for the world to see.<br />
This can cross over to any business, no<br />
matter how big or small, everyone's lives<br />
are different and interesting and people<br />
want to see that, so grab your camera or<br />
phone and just film what's going on<br />
around you.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
SOCIAL PLATFORMS<br />
<strong>The</strong>re are are so so many different social media<br />
platforms available on on the the market but but here<br />
are are the the main ones we we are are currently using<br />
and at the the ones ones currently dominating the the<br />
market market place. place. Throughout this this guide guide it we will<br />
show will show you what you our we are content using strategy each platform across<br />
all for, the their platforms limitations and and how the we best turn way one to30<br />
minute keynote utilise into each over one. 50 pieces of<br />
content.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
THERE ARE NO<br />
EXCUSES<br />
You have no excuses to not<br />
make content. Everyone has a<br />
phone in their pocket which<br />
can be the most powerful tool<br />
to start creating content.<br />
<strong>The</strong>re is the myth that you can't<br />
make content unless you've got<br />
a 'professional' set up, this is<br />
wrong. Some of our most<br />
viewed cotent is filmed on an<br />
iPhone or on zoom with the<br />
inbuilt laptop webcam. <strong>The</strong><br />
most important part of any<br />
video or piece of content is the<br />
context, as long as people<br />
connect with what you are<br />
saying people will watch.<br />
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RYAN<br />
RIEDER<br />
3 STEPS TO CONTENT<br />
PILLAR CONTENT<br />
MICRO CONTENT<br />
DISTRUBUTION<br />
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RYAN<br />
RIEDER<br />
PILLAR CONTENT<br />
Pillar content is your main piece of content, your<br />
long form video. This can be anything from a<br />
podcast to an on stage keynote or a vlog style<br />
documentary. <strong>The</strong>se longer videos or 'pillar<br />
content' get posted on YouTube or Facebook<br />
where longer video is allowed. For Ryan's content<br />
we took the decision to have YouTube as our base<br />
for the pillar content.<br />
MICRO CONTENT<br />
Micro content is derivative of the pillar contentprimarily<br />
displayed as shorter videos, graphics,<br />
blogs or quotes. <strong>The</strong> micro content is created in<br />
order to drive traffic towards your pillar content.<br />
<strong>The</strong>se smaller more digestible videos are also<br />
more well suited to most other social media<br />
platforms and will drive more engagement.<br />
DISTRUBUTION<br />
Once all your elements are created it's time<br />
to distribute across your social media<br />
platforms.<br />
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RYAN<br />
RIEDER<br />
CONTENT STRATEGY IN<br />
PRACTICE<br />
Now to look at how this actually works. For this<br />
example I'm going to be showing you how we<br />
created content from a keynote Ryan delivered at<br />
Chirofest 2019. I will also show you additional<br />
content that could be made from this and how<br />
you can create multiple pieces of content from<br />
one 30 minute talk.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
PILLAR CONTENT<br />
For the pillar content I took the whole keynote<br />
speech and uploaded it to YouTube as a video, as<br />
well as extracting the audio and publishing it as a<br />
podcast.<br />
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RYAN<br />
RIEDER<br />
MICRO CONTENT<br />
DISTRIBUTION<br />
To drive traffic back to the pillar content I make<br />
smaller videos to distribute across other social<br />
media platforms.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
SECONDARY CONTENT<br />
To increase the amount of content created I also<br />
took the whole keynote speech and broke it down<br />
into sections and turned them into further pieces<br />
of pillar and micro content. Two of which have<br />
already been posted with a further four more<br />
pieces of pillar content to come.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
WHAT HAVE WE GOT SO<br />
FAR?<br />
Counting up the videos and podcast's so far with<br />
the videos set to be realeased in the future too I<br />
have created<br />
5O PIECES OF CONTENT<br />
from one 30 minute keynote on stage. But we're<br />
not done yet. <strong>The</strong>re are many other ways to<br />
produce content to distrubute including written<br />
word or graphics. Here are some examples below<br />
of other pieces of content I have made for social<br />
media.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
BLOG POSTS<br />
Using websites like rev.com you can get audio files<br />
transcribed, you can then turn these into blog<br />
posts and distribute them across a series of social<br />
media platforms.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
GRAPHICS/QUOTES<br />
Quotes and graphics are another great way to<br />
spread your message, you can take key phrases<br />
from your video and easily turn them into quote<br />
graphics and distribute across all of your channels.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
WHAT WE USE FOR<br />
DISTRIBUTION<br />
Hootsuite is what we use to distrubute most of<br />
our video, blog, image and graphic content.<br />
Hootsuite allows you to schedule content weeks in<br />
advance on all of your social media platforms. On<br />
Hootsuite you can also look at basic analytics on<br />
how your channels and posts are performing.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
We also use Facebook Creator Studio to schedule<br />
and distrube our Instagram content. This is<br />
because you can also schedule IGTV videos and<br />
you have more creative freedom over how your<br />
post looks.<br />
To distribute our podcast we use a website called<br />
Anchor.fm which allows us to upload each episode<br />
to one site where it then distributes across to all<br />
the additional podcast hosts such as Apple<br />
Podcasts and Spotify.<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
47
RYAN<br />
RIEDER<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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RYAN<br />
RIEDER<br />
© 2018 - 2021 Rieder Wellness Ltd.<br />
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Rieder Wellness Ltd accepts no responsibility and any reliance you place on such material is therefore strictly at your own risk. All rights reserved, no part of this publication may be reproduced, distributed, sold or transmitted in any form or by any means, including photocopying.<br />
<strong>The</strong> Information provided by Rieder Wellness Ltd is for general informational and educational purposes only and<br />
should be used as a model or guideline to base your work on and tweak where necessary.<br />
You should not rely solely upon the material or information as a basis for making any business, legal or any other<br />
decisions, and should ensure that any information you use sits in line with your own /governmental current legislative<br />
guidelines and procedures Rieder Wellness Ltd accepts no responsibility and any reliance you place on such material<br />
is therefore strictly at your own risk. All rights reserved, no part of this publication may be reproduced, distributed,<br />
sold or transmitted in any form or by any means, including photocopying..<br />
© 2018 - 2021 Rieder Wellness Ltd.
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