05 — Publish / 05.01
Publishing strategy
Once your content has been created, you need a consistent publishing system.
5 principles4 min read
Examples from
The Jet Business
@thejetbusiness
The objective is not to make a video, post it once and hope it performs.
You want to build a bank of strong content, publish it consistently across every relevant platform and give yourself enough data to understand what your audience actually responds to.
The examples here are from The Jet Business, a client whose films are on the showreel. Read them as a worked example: the principle is the same in your field, the specifics are yours.
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Build your content bank before you start posting
Do not create one video, post it, then start thinking about what to make next. Build a bank first.
We recommend having around 15 finished videos ready before you begin publishing consistently.
This gives you enough content to post every other day for approximately one month without constantly rushing to create the next video. It also allows you to be more strategic.
You can make sure your content bank contains a mixture of:
- Authority
- Education
- Entertainment
- Personal content
- Different video formats
- Different people on camera
- Different aircraft
- Different subjects
For example, your bank might include an aircraft comparison, a Day In The Life at an FBO, a founder story, a Gulfstream walkaround, an educational video about empty legs and a Q&A about aircraft ownership. You now have variety before the first video even goes live.
Once you begin publishing, continue creating new content so that the bank never reaches zero. The aim is to always stay ahead.
Post consistently
Once your initial content bank is ready, start publishing consistently. A strong starting point is:
One video every other day.
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15 posts30 daysOne every other day
That gives you roughly 15 posts across a month. This is enough volume to begin identifying patterns without sacrificing the quality of the content.
Do not publish all 15 videos in one week. You want to create a consistent flow of content and give each video an opportunity to reach its audience.
After the first month, review what performed and use those results to influence the next content bank. Over time, the process becomes:
01
Create the bank.
02
Publish consistently.
03
Analyse the results.
04
Create the next bank using what you learned.
That is how the system improves.