This week my guest is Amy Woods from Content 10X. Amy started her business just two years ago and in this episode she shares the story of how that happened, what she’s doing now and her plans for growing. Amy has achieved in a couple of years what other take a decade to pull off.
Amy Woods is an expert in content repurposing and the founder of Content 10x. She helps online content creators grow their audience by maximizing their return on every piece of content that they create. Content 10x provide content repurposing services to podcasters, video content creators and bloggers.
Amy is also the host of The Content 10x Podcast, where she teaches all that you need to know about repurposing your content!
Amy lives in Manchester, England and before setting up as an entrepreneur she spent 13 years as a management consultant, working on post-M&A restructuring for Fortune 500 companies.
Links and mentions
Amy's website : https://www.content10x.com/
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Automatic Show Transcript
Hi there, and welcome back to gravity, the digital marketing entrepreneurs podcast. I'm Bob Gentle. And every week I'm joined by creators, consultants and practitioners to share what makes their business work. Whether you run your own business, or you're just thinking of stepping out on your own for the first time, you're in the right place. If you're new to the podcast, then welcome along. Just take a second right now to subscribe to the show on your podcast player. And that way you won't miss new weekly episodes, and you can dig into some older ones when you finish this one.
This week, my guest is Amy Woods from content TEDx. Amy started a business just two years ago. And in this episode, she shares the story of how that happened, what she's doing now, and her plans for growing. So welcome along and let's meet me
this week, I am delighted to welcome Amy Woods from
Content 10 X to the podcast image. I want to start by just introducing who you are, where you are and the kind of work you do. Yeah. So thank you very much for having me on. I really appreciate you inviting me. And so yeah, I'm based in Manchester in the UK. And my business is called content tenax. So we are basically a lot there's a few things that we do. So we're specialists in content repurposing. So we work with businesses that create content, whether it's podcast content, video content, and we provide a very nice service folks are a creative agency within each service. And we take original content and then turn that into lots of different formats, lots of different types of content to reach broader audiences connect with more people. So that's what my business does. At the core. We're creative agency that very specialized. I also have a podcast content tonight.
podcast. So if I'm not doing it for people and trying to teach people how to do it themselves as well through the podcast, and and then yeah, also have a blog. I've got a book coming out soon as well and more products and services coming but it's everything about content repurposing, basically.
And what does a typical client look like for you? And also feel free to name names if you want? Yeah, so basically, we work with clients across lots of different industries. And so there's no particular industry or Nisha such that we work with or niche and but I think a typical client is somebody who is a leader or an influencer hate to say influencer, but it's true with a thought leader positioning themselves or they are a thought leader within a particular niche. And creating content is really core to their marketing strategy and reaching their audiences. So for example,
On your podcast, you know, people may be familiar with Chris Ducker. And so he's a client of ours and we work with him to repurpose his podcast and produce and repurpose his podcast and get that to reach broader audiences through social media, his website and so on. And then we also work with Jay Baer again, he's in the digital marketing space. But we work with really, you know, much broader than that. So we work with quite a few dentists who are, again, not to do with our dental practices, but leaders in the dental industry, helping other dentists to grow their practices grow the businesses, we work with people in the beauty industry, we would have a recruitment company or a treasury recruitment company, and helping them with their podcast. So really very, but if you could say one thing about them that thought leaders and influencers at the front of small businesses that are using content marketing is their key marketing strategy and
Looking at your website,
breaking down the kind of people that you work with, it's podcasters. YouTubers and bloggers. Yeah. And live streamers as well. Yeah.
Would you? I guess yeah, it's it's, but it's video at the end of the day. Yeah, I guess maybe livestreaming is one I'd like to come back to in a minute. But essentially you're looking at words, the spoken word, and the moving picture from a repurposed perspective. Which of those gives you most potential? Well, the most potential is video without a doubt because video and audio, we get audio from video. We don't get video from audio. So. So in the in an ideal world, the best starting place for repurposing content is video, because from video you get audio which can then go on into podcast content and say
won. But from video, you get, you know, you can get so much more as well as he kept everything you could get from a podcast and more because you've got that you've got video content turned into lots of other forms of video as well. And the reason I mentioned live stream as well as in in actual fact, I think in the ideal world from a content creators perspective, if you are comfortable creating live content, live video, that's almost the topia in terms of repurposing and reaching people in as many different ways as you can because you can segment a live show so that you have a section of it, there's a bit like pre recorded video where you are presenting on a topic and keeping it very core and focused. But then you can also you know, introduce into your live webcast, the the live aspects of the interaction with your audience, community building, engagement and so on. So you get all of that then you can take the you know, more focus segment and then go on and repurpose that and
more content that doesn't have live aspects people might not want to watch on a replay. So I think in an ideal world life is best but whilst video is great audio is also fantastic, but the perfect is video and live video kind of Trumps that
a lot of the things you do, they seem very, very time consuming. And obviously when when we encounter content annex, we encounter me woods. What sort of team do you have behind you there? Yeah, so I have an overall content kind of operations manager who is responsible, if you can imagine from from our service perspective, so we have different clients, and they all have services completely bespoke to them. So you know, that we're all on different platforms, they all have different frequencies in terms of what we publish it they all have videos or podcasts or different durations and all kinds of things. So there's absolutely no
You know, set package or my kind of tailor made service, it is a tailor made Sorry, sorry. So we have all these different clients on different services completely bespoke to them. And every single week we have content GO tools and our loads and loads and loads of content you out for everyone. So I have an overall operations content manager who's fantastic. And she kind of manages that and then the content creators. So copywriters, and graphic designers, video specialist, so video editing multimedia specialist, audio, podcast production.
And yeah, really like the Kate, that's the key team. So it's an in house. It's a content team, that people work, they work with all to be that kind of outsource content team covering all of those different skill sets, and then publishing as well. So content publishers, so that's their the overall
Review vetting of content and then publication on WordPress, YouTube social platforms, etc. and understanding how all of that works from a publishing side as well. So we'll spectrum of skill sets basically, from a digital marketing perspective. It's like some complex embroidery in terms of the time management. So what kind of systems do you have in place to make sure everybody gets the right thing at the right time? Well, I should probably start by saying that I my background is management consultancy. I was a management consultant for 13 years and my specialism was change management. And especially in the areas of life process improvement working with and managing big kind of multi hundred million dollar programs and things like that. So although this is very, very different to that, and I use all the skills that I learned from there in terms of the project management and how to kind of bring it all together, but we just we just have standard operating procedures for everything that we do and we
manage our number one tool that we working day in day out is Trello. So I know there's a lot of people either use Trello or Asana, so we use Trello. big fans of that. So we have that all mapped out, every client has their own kind of separate Trello area. And that's what we lack from. We use slack as our team communicator to be communicating with each other all of the time. And then we use zoom for all of our team calls, which we have multiple times a week as well. So just really effective communication, slack and zoom, and then through Trello, and then Dropbox is where we keep everything on our Dropbox account. And that's basically how we operate as a team. And I know one of the challenges that I've always had, and I think lots of people in our space when they try and scale have is finding good people. Is your team, sort of geographically distributed, are they all generally local to you?
It's a little bit of a mix relay may be actually 55th day and the biggest challenge hands down for the business has been resourcing and finding the right people like by far the biggest challenge and and why my businesses we all work from different locations. So even though my right hand man Content Manager actually lived half her power, a 10 minute walk from my house walk from house I two minute drive, we still we don't have a physical location. So we work from our own home offices, and then occasionally try and keep at least every quarter if not more, so we have a way days like where we get together and work from location for a couple of days. But we're all dispersed. So number one challenge has been finding the right people
because I think it adds additional complexity to finding the right person when you also aren't in a physical office.
Because you're not just looking for the skills and ability, but you're looking for maturity and to work independently, you're looking at people who can work independently without constant supervision, that kind of thing is sort of a bigger consideration, say copyrights. Yeah, there are great copyrights. But unless you are in the same office of managing them, they can wander and you know why we don't get so. And because and also because we operate, it's a fast service that we operate to. And we have to hit, you know, really tight deadlines every single week. And we only have a certain amount of time allocated to each client, otherwise the business wouldn't work. So the other cut the added complexity of finding people who can work remotely on top of everything else, I guess, has proven more complex than if I was filling an office full of people and I was there every day supervising them physically. And so it's been the biggest challenge and continues to be a bit I guess the biggest challenge resourcing
I can pick a challenge. And when I first started the business, I wrongly assumed that I would be able to get people who work for me who were based offshore, not fully offshore, but I thought I could have a nice kind of mix of mainly offshore people. And I didn't think that will be employing people. As such, I thought I would bring people in on kind of more Freelancer type basis, and short term contracts. And then the first, I guess, thing that I learned through trial and error and start with thinking that I could feel the team of offshore people because I didn't work didn't work. And then secondly,
freelancing as well. I got to a point where I realized that to me to grow a long term business, where quality is one of our biggest kind of one of our biggest core values is quality. Never let anyone down, always meeting deadlines and operating to offer
pays, he couldn't run that business on freelancers, because he could calm the could go and clients needed to be served every single week. So cut that out as well. So everyone is an employee of the business. And also because I'm really big on having a team culture
and to be in a, you know, to be in that team culture as well and want, everyone want the businesses succeed. And everyone be really good team players going I just didn't really work with people who weren't actually employees and had something in it and harder as well, you know, incentives in terms of bonuses and holidays and sick pay and all that kind of stuff. So
I made changes, you know, that's what I've learned just over two years. And but you know, I learned these things after the first few months and half the second half on so, so yeah, the model has changed people. It's always been the biggest challenge Absolutely. With my team at the moment. They're amazing. I'd love it if they just stayed for FOH no
Expect at all, but I love them. And I'm recruiting at the moment. And actually, just before we jumped on this call ours was like DPNCV is preparing for some entities later this week as well, actually Sofia continues to be a challenge.
I think working with the kind of people you do, they tend to have very high standards. And I was curious, because I imagine initially it was just you it was easy to control. It's easy to deliver at your level. But the more you grow, the more successful you become.
The harder that is and you're right. I think when you hire people, you think they're going to have the same time that you do.
I got caught up by that many, many times. And you make excuses and accommodations for people. But at the end of the day, I think you have to go through a lot of trial and error to find the right person. One of the things that really impressed me and you kind of touched on it there. Again, doing my some people may call it research, some people may call it stalking you
started the business in 2017. That's only really a couple of years ago.
And yet the clients you work with are some really big hitters in lots of different spaces.
How have you done that? What has that been strategic? Has that been accidental? Um, I think it is, has been strategic actually. So
I think it's all been around the people that I've been building relationships rarely. So as much as the online world is brilliant, and we meet lots of people through social media and things like that. It's been more the kind of, you know, in person relationships in the people that I have, come become close to and then through networking, and really just working with good people and then making sure that other people know that you're working with good people, and making sure that you know, and asking for them to let other people know what you do and things like that.
So a lot of my business has been based on referrals. So actually, you know, most of the people who I work with, they didn't find me for nobody's ever asked me for anything like a Facebook ad or anything like that. Because, you know, it's quite a high price service. So
it's, you know, so high value service, it's not really something you would see an ad for, and then sign up to anything. So it's been three referrals. And
I initially started, but kind of with Chris Docker is my mentor. And I'm trying to think how it works. I went to a mastermind, actually with Chris Docker, and six other people a couple years ago, when it was just an idea and didn't have a website and have a logo or anything like that was just an idea and a whole load of scribbles on paper
and presented the idea and actually I had mapped everything out and done a few trials with people that I knew. So I knew that everything works and was well received, and then when or when the presented
The idea of everyone in the room were, you know, really positive. Everybody said well I buy it everyone seems to have a podcast or a video and said the quarter I'd love to have this. So I got the confirmation I need and I guess I just continue to maintain relationships with people like Chris and other people in the room just a really great room that day and turning up at events and making the time to actually speak to the people who are I've got existing relationships with and yeah, I guess maybe just not being afraid to get in touch with people. And as long as I can showcase that I can do what I can do well, and I've got good people to back me up on that as well. And you know, I've just managed to work with the I'm just really fortunate to have work some great people continue to basically and in between you sort of starting your own business and really settling in on the content repurposing niche.
Was there a period where you were doing the same as everybody else in the digital marketing space where you're just taking what you can get? Or were you from the beginning, really very focused on finding something to make you distinctive. Now, my business started as content 10 X and it was only a content repurposing business. So that was my business idea to start a content repurposing kind of niche business. So no, I've never done that. But I didn't.
I went from my corporate job to this position. So it's everyone in this business. So there wasn't a business in between that make sense. So otherwise, maybe I would have done well, actually, it's hell. I did some consulting consultancy online before but that wasn't based on digital marketing, really, that was based on more business and just leveraging what I'd learned from my time as management consultant and helping to smaller businesses, but it's from that that I picked up
on the idea to start, you know,
Offering repurposing content or something quite specialist. Really we are crazy agencies just that we have a specialism? Yeah, yeah, that's really interesting because that Nishan process for for many people, I would say most, it takes a long time. Because it could be a painful process. I guess.
Looking at the content repurposing side of things.
I know how hard it is. I'm, I think anybody who is running an online business, an agency of any kind, even if they're great at doing for their clients, they'll be terrible at doing it for themselves. Other any, and there are probably there's, there's no one asked his question, but
what would be the one most effective thing that would make
the subsequent repurposing of content much much easier?
Well, I think it's really tough question because I mean, I mean, I think like, it sounds like
Yes, but you need to have early quality content to begin with. So you need to focus a lot of time and effort into that core piece of content being really high quality, because it isn't about quantity of content. It's always about quality and that's the only way that people are going to want to you and you know, engage with you and start to follow your become somebody's favorite. You need to put out quality content. So I think to start with, you know, you could have the best repurpose in system and processes in the world. But if you repurpose in poor quality content, you know, you're trying to extract again, a great quote or a great like video clip from a poor piece of content will everything that comes up out of it is not going to be great either, is it because you just repurpose in poor quality content into the bits of pop off the content? So I think you need to kind of really focus
On what? What is going to be the core piece of content making that really, really good. And then from that the content that you repurpose it into the standard, the best chance of being good quality content as well. But I think, you know, if you think you need to think before you create the content, what are you going to repurpose it into as well, so that you can be bearing that in mind when you're creating the content. So
it shouldn't be an afterthought. You shouldn't create a great piece of content. And then think T cells from you know, what will repurpose this into, it's best to actually think, Okay, I'm going to create this really great video, let's say, and then I'm going to extract the audio from that and turn that into a podcast episode. And I'm also going to create a blog post and some teasers and things like that, please, if you know what you're going to turn into instead of it being an afterthought. You've already given that consideration in
terms of how he presented the content and if you are doing a video is going to be? Or do you think a little bit more about what you say because you thinking about listeners as well as viewers and things like that. So I think it's focusing this is two things, but focusing on making it this quality as you can is the core piece of content, and then not letting it be an afterthought. But having thought in advance what you're going to create it into, so that everything flows a lot more smoothly when you do repurpose it because it was built for more than one purpose, if that makes sense. That makes a lot of sense. And I think one of the challenges with content marketing in general, is
the production of high quality content, it's very time consuming.
And at the back of your mind, you're thinking that's an awful lot of work just for it to sit on a YouTube channel and for nobody to ever see it. And so, if you start with repurposing in mind and you plan that into the content production process, then your return on investment for that.
content is much, much higher. And certainly that's been one of the barriers. And my whole content is thinking. It's just not going to get the mileage. And you're right, by planning in, repurpose it from the beginning, you can achieve that mileage and the reach for your content. And it makes it that much more worth doing. Yeah, and I think I would say that when I speak to people about repurposing content, the actual concept of repurposing the content, it's not exactly a hard concept to sell. Because like he said, he basically saying, we're maximizing the return on all the time and effort that you're putting into pieces of content by getting more violent from a get more from it. But the funny things that people will say to me, so many times people will say, Oh, you know, it sounds great, all of that. But I'm so busy working on the next episode that I can't even think of in this one. And then I my view of that perspective, is that
Kind of so busy on pushing out new content, that you're not thinking about how to get as much value and as many people to consume. And it's not just about consuming the core content, it's just about getting a message in front of people however they consumer. And so say you're always on this hamster wheel of the next video or the next podcast episode. Well, maybe the hamster wheel that I need to slow down and maybe actually, the video or the podcast should go out every two weeks instead of every week. And they five hours a week that you put into the podcast one week, will next week, don't put that five hours into the next episode, put that five hours into repurpose into one from the week before. And then you know, do it in that way. So maybe you should reduce your frequency, but then enhance how much more you are going to get from each episode. So it's it's kind of frustrating to hear when people are
We have been focused on pushing out an excellent pushing out that it's one pushing out the next one but not how many people can benefit from this one how many people can benefit from this one? And it's just getting the the balance right? I think you do you think you should be putting out you can't new quality content on a consistent basis. But that consistency doesn't have to be twice a week or weekly here. It's more about just making sure you're consistent but you also getting the most out of the time that you put into it. I think that makes a lot of sense. One area I quite like to explore is
obviously everything that I see on the surface of content annex is really a done for you service. And it's a very niche very focused,
obviously profitable, done for you service to deliver.
And you mentioned there's a book out there on the horizon somewhere. But have you explored product sizing any elements of your
business. Yeah, so basically was the next stage for the business is that I have a book coming out in the later end of the summer, I've not got a date yet was going to be either late August or early September. And we've also got a toolkit coming out as well. So it's for people who may want our service but aren't ready budget wise yet for the service. Or perhaps they already have an in house team but they'd like the team to be more savvy with content repurposing. And it's, it's basically a product so it's going to be a one off product with tool kit that people can buy, that will help them to put in place all the systems and the processes and things like that. So the idea is that you can read the book to learn all about content content repurposing, and you can get the toolkit to help you or your team
Men everything in the book. And then if you'd like us to do it for you, then you can go, you know, in touch with us for the service. So that's the next step that the business really the book, The toolkit, and under service will stay as it is. Yeah. And how much capacity Do you have to grow the business? Do you want to grow it you like it as it is? I don't want to have hundreds of clients or anything like that. And because we are very, I guess, we you know, we're quite a boutique type agency. And but I certainly plan to try and and double the clients that we have in the next 12 months 12 to 18 months or so, but I don't have any vision of having like a huge team, you know, 2030 people working for me and, and hundreds of clients or anything like that. And I still like to keep it fairly small and just really focused on just delivering quality and making a big difference.
You know, a small, smallish number of clients, which is why I love the book. And I love the toolkit because that means we can reach more people.
And so looking at the book specifically, I mean, it's a bit of a leap for me to go to talking about growth back to the book again, but I always have to ask anybody who's writing a book. What does the process that you've gone through look like? further? Obviously not finished yet? Yeah. Well, you know what, I'm nearly done. And I've written it, the first version of it, but I'm going through some edits now that my 1% of my copy editors got back to me on bottom. So really, it's funny because I decided to write the book I was about a year on from doing my podcast and every podcast as a fairly long form blog post. So I had 50 odd blog posts. And certain point last year, I decided I was writing the book and it started to plan out what the book would look like.
About the chapters and the sections would look like. And I wanted to repurpose many of the blog posts into the book. Now in any way word for word, which was taking them and then expanding on them and adding more to them, but using them as the base for each chapter that was relevant to that. So I was able to do a bit of a gap type analysis. And because I planned out what I wanted in the book, I could see where I hadn't done a podcast episode on something that wanted in the book or, you know, I hadn't done any blog content on. So I started to do podcasts and blogs and things like that on things that I knew were going to ultimately go into the book. So I was able to address gaps in my own content. And, and then, I think, I guess, foolishly thought that I could get all these different blog posts and put them into the various chapters that they were in, do a little bit of wordsmith and add a little bit more in, you know, well, no, it doesn't work like that.
Come back to things that you've written in the world changed in your opinions grown a little bit and
and, you know, you want to expand way you know you the 10 times that blog post because so much more to say on it and still, so it became an awful lot more. But the process was deciding what the key sections were going to be deciding what the key chapters were going to be looking at, where I already had content that could at least go into those chapters, and then grow in on all of them, and expanding on all of them, and then deciding on extra things that I could put in as well like case studies and things like that. And so yeah, that was the process and that's the place where I'm at at the moment. I've written the book. I'm going through a second added added in case studies, and then hopefully will be there. I can't wait to see it, I think because it is honestly it's probably the biggest pain point. Right audio content marketing is getting an effective return on the investment and report
Pricing is where the return lies. Yeah, exactly. Yeah. So
yeah, hopefully it will be well received because I'm really trying to make sure it's just a really high value and there's absolutely no fluff whatsoever in it. It's just a really, there's no kind of half of the book isn't about any kind of life stories may already this way tweet nothing about me and it just is, you know, kind of textbook type book really about
the handbook. Yeah, it's a handbook. Yeah, yeah. Well, I wish you all the success with that. People want to connect with you, how would you like them to do that? So really, just to go to my website content 10 x.com because everything is there from all my social media links as well I'm on all the platforms but if you headed to content 10 x.com then that's where you can find me and all the links to social as well. Me Woods from content annex, thank you so much for your time, you've been a fantastic guest very generous with your knowledge and
Good luck with the book when it comes out. Thank you very much. Oh, thank you for having me on. It's been great. So thank you.
Amy has achieved in a couple of years. What others take a decade to pull off. She's done that by masterminding well, building a solid network of peers and being very deliberate about saying no to things which aren't right in her sweet spot. We all know how hard that is to do. But Amy and content and XR proof of wise just so important. Before I go, just a quick reminder to subscribe to the show. And if you haven't already, tend to join our Facebook group. You can find a link from the website to Bob Gentle com Or just search gravity, digital marketing and Facebook and you'll find us easily if you enjoyed the show, and I'd love for you to review it on iTunes. It would mean a lot to me and it's the very best way to help me reach more subscribers. My name is Bob Gentle. Thanks again.
And Amy for giving us her time this week to you for listening and see you next time.