S2 Ep 10: Stop Creating More Content
In this episode of the Marketing Muscle Up podcast, host Richard Toutounji and guest Ev Chapman discuss why many fitness professionals struggle with constant content creation and present a streamlined solution called the Triple R Method – Release, Repurpose, Review. They introduce the "hero video" – a client interview that serves as a cornerstone piece of content, and explain how to produce it with minimal equipment (a smartphone and an optional $300‑$400 Rode lapel mic) and a target length of 10‑15 minutes. The conversation then details how to repurpose that long‑form interview into multiple micro‑content pieces – 1‑minute clips, quote graphics, subtitles, and photos – using tools like Kapwing and Canva, and distributing them across Facebook, Instagram, YouTube, LinkedIn, and TikTok. They stress the importance of consistently capturing photos during daily operations for future use, staying niche and repeating a core message, and regularly reviewing performance metrics (views, likes, comments, shares) to identify what resonates. The episode ends with a call to action for listeners to connect via Instagram and consider ComMarketing’s specialized marketing services for fitness and wellness businesses.
Chapters
Welcome back to the Marketing Muscle Up podcast show. In today's episode, I want to talk to you who find it really hard to create content, who hate doing content, who hate getting in front of this content game, aka the treadmill game, where we've got to create more and more Facebook Lives, more videos. We're consistently pushing out more, but we're not full-time content creators. We are fitness professionals, we're owners, we're trainers, and we should be good at doing that But you hear that you have to create content, or you're seeing other people create content, aka those, those competitors around the corner. They've got the cool Instagram videos, and you're thinking you've got to do those reels, and you've got to mimic the words to the TikTok videos, and then that will be the next way that you can get the next client in. I've got Ev. Chapman joined me, head of digital brand at ComMarketing. And yeah, she does a lot more than head of digital brand. She also creates a lot of our content. But the difference is this, is that Ev's focus and role is creating content. So it's probably easier and you've got more time to create content. Hey, Ev, how you doing?
Good. How are you?
Yeah, good.
It's good. I do create content and that is my job. So I have the time to do it, but when I speak to a lot of our clients, they they don't have the time.
No, no, totally. I mean, what they have the time is is to get results for their clients writing programs up, and of course we can systemize these things way better. You know, making like we have. I remember some great clients; they they run their programs up late at night every night, and just just moving into more of a of a true coach scenario, PT minus scenario where. Just simple apps that are out there for free to use instead of recreating the wheel. Don't recreate the wheel.
I think so. And I think really what we're trying to say is be smarter. There's so many different ways that you can, you can reuse content or even in your programming or, you know, in business. There is, there's so many things to do. You have to be smarter about how you do it.
Totally. And I do want to talk about a piece of content we're going to talk about now. I have reused and re-talked about this piece of content, and this piece of content has come from our training program called Com Marketing Ninjas. It's a program that we've run for the last 7 years, and it's an 8-step process to this training. And, um, we teach the same 8 steps, and we do that because they work. And once they're completed and you understand them, uh, your business becomes more profitable and easy to market and easy to understand, and the bright people come through the door. And I want to talk about this training, and it's called the Triple R Method, RRR. And it's something that we have taught to our marketing ninjas, but I want to teach it to all our podcast listeners who are listening in to find out what they can do to help their business. And as I said, this is a training that is a paid training that we have, and obviously we go into much more detail, but I mean, you gotta, you know, this, this I know will save hours and hours and frustration from, you know, trying to figure out what to do and when to do it. So let me take you through how it works. How it works is there's 3 Rs and we believe and what's worked and proven to work is that when you create one piece of content, we call it in our Ninja Program called the hero video.
Yep.
And this is interviewing somebody. The interview video is key. Why? Because you're getting your client, also known as a good avatar, good person that you want more of, to interview them and talk about their success and what they've done and what they deal with and the results they've got. So in that one video, you're pretty much getting a person who is who you want to get more of to talk about their journey of weight loss or their journey of confidence building or whatever results they've got. And they're talking about you, the business owner, the fitness business owner that's helped them to get those part of those, all of a part of those results. And so what you've got here is you've got content one, you've got a testimonial In there.
Yep.
You have a lot of kudos going to you in what you've done. And then also too, you've got that client, they'll most likely will share that piece of content because they're starring in the show. And when you get people to star in the show, they like— most people like starring in the show. Not everybody, but most people like starring in the show.
Most people do. Yeah.
So, so number one, create the right piece of content. And the reason why I say this piece of content is the right piece of content, because there's many ways we can use that piece of content. Just a couple tactical things. The video should not just be a test, a quick testimonial. Hi, I like this gym because this reason, or hi, I lost,
you
know, 2 kilograms away. Not that kind of video. We're talking about an interview around how they did it, what they felt, what they had overcome. And these are the questions that you're going to be asking. Why they decided to join, why now they decided to join for And, you know, how they continue to get the results and what they have to overcome to do that, i.e., they might have, you have to find a babysitter and they've got to get there and they've got to, there's so many different things or they're working long hours and they can't get to the gym. So you want to know the story behind the success. And so when you do that one video we call the hero video once a week or once a fortnight or once a month, depending what you can control and have.
Yep.
This is the pinnacle of content. The pinnacle.
And
there's no better content than this.
And do they need to— do they need a video team for this? Uh, do they need, uh, fancy equipment?
No, no. Best to have not. Well, best to have not. Uh, the phone is fine. Uh, all these phones this day and age, they're very fancy and they're very expensive piece of machinery, and they actually take You know, you can like— listen, the only thing I would say, if you're really in a very busy space, I would say use one of these phones and then, um, get a Rode lapel mic. Rode lapel mic, that will cost you about— I think it's about $300 to $400. So it's a little investment. However, it's probably one of the best investments that you will make in your marketing side, um, in regards to, you know, filming content, things like that. So if not, but it's not necessary at all. I did, you know, something like 50 episodes without any audio. So don't think you need one. If you want to feel fancy, you can get one.
So I think the point is don't overthink it, get it done, get started. You can always upgrade.
Always upgrade. So get that done, get that started, get that going. That's number one. Then number 2, make that video around at least 10 minutes, by the way, at least 10 minutes. It can be 10 to 20 minutes. 10, 15 minutes is a good timeframe.
Easy to talk to someone for 10 minutes.
Yeah. Well, when you're talking to yourself, it's tough, but when you are talking to someone else, it becomes much easier. Just think about that. And you can organize that. You can do it on a Facebook Live or you can do a prerecorded, totally up to you how, what you want to do.
Yep.
Step number 2, we're talking about repurpose now. So number 1 was release the content. Don't just think about the content, release the content.
Release it.
Yep. Yep. Number 2 is repurpose. Now this whole focus of repurposing is what we want to do. So for example, let's say you release that one piece of content on Facebook and you put it directly on Facebook or YouTube, but a lot of people are using Facebook because they've got the audience there already.
Yeah.
You release it onto Facebook as a natural video on Facebook. Then what you want to do is you want to then move it to other platforms. For example, Instagram. And so with Instagram, it can take 1 minute, a 1-minute video in the feed. So what we're going to do out of that 15-minute video you have,
you
want to look at that. And on the phone, you can do the editing, by the way. And you want to take that video on the phone or any editing software, and you want to pull out 1 minute, the best minute, the minute they say, I did this and I achieved this, the minute they say— It was hard to get up, but I got up, then I got going. Like just something that's motivational or educational or inspiring. Motivational, educational, inspiring. Take that and then make it a minute. And there's an app called Kapwing. Have I said that right, Ev?
I think so. I used to say it wrong all the time, but that is—
Kapwing, Kapwing, Kapwing. What it does, it actually puts those fancy words at the top of your video And the reason why they're good is because they stand out. They're big, they're bold,
and
they get attention. They get attention.
And I think it does the subtitles as well.
It does subtitles as well. And you can make 1, 2, 3, 4, 5 pieces of content out of the 15 minutes. Again, just depends how good the content is. And then you just put a headline to say, how this, how mom of 3 lost X amount of weight or what I had to do to overcome sleeping in my alarm clock. Like anything that's pain orientated, that's going to get attention or pleasure orientated where they achieve something and they feel so good about it. And you could use then, we call this micro content. That's what it's called. And it's short snippets from a longer content. You can also Also, quotes work very well on Instagram.
Yeah.
So let's say, for example, client was— you were interviewing the client and they said something amazing, or you said something amazing, and you could probably make your own quotes. So grab the quote out of an extract quote, and then you can use that as design. Put that in Canva, put that in Canva, and then you can design up a quote for Instagram or for Facebook or for Twitter. or for LinkedIn. And that's what we call again, some micro content on that. Okay. So again, a bit of work here, but not as hard as always creating content, content. All we do have to do now is a snippet, the best stuff so they can use it. And this is what we do a planning day and you can get that done. So that's release and repurpose.
Okay. So they've taken one piece of content that maybe they've done live or it's on Facebook and then they've created kind of multiple micro pieces I can use on different platforms.
Yeah. And if you're trying to do like, let's say, 2 pieces of content a week, and if you did 1 major video in the month, you would obviously have to get out, you know, 7 extra pieces. So it could be between a quote, some micro content, a photo, all from that 1 video.
Yeah. I mean, like we just, just before this took a quick snap for the gram.
Yes, we did.
Before this podcast. So you can even do things like that. Like, you know, if you're going to do the video, like take a quick photo, you know, and so you've got a couple of photos to use, a couple of quotes, a couple of micro videos, and then suddenly you filled your content calendar.
Totally. And there's an episode that I did with Joey and there's a few podcasts back. You might want to check that out. And she was just talking about how she actually gets content and she just takes a lot of photos and she keeps them on the phone. And not with the intent to post them, but then once she's working the marketing plan for the month, she'll just go through her phone and just find a whole bunch of photos and then has photos to fit into the theme. So always be taking photos, always be that person that pulls out the camera and says, can I take a selfie or can I have a photo? Because you'll need it later when you do your social media.
Yes, that was a great episode. I think We can put the— we'll put the link to that. I remember my mum was like that. She used to take photos all the time before the days of phones.
Yeah, and then you probably hated it.
Well, but I think maybe it is a mum thing. But you know, you appreciate it. Then you're like, oh, I've got all this content that I could use.
So don't be afraid to take more photos. Take more photos. Have more memories. Take more photos.
Yes.
That is really important. And then most importantly, obviously put that on the platforms like Facebook, IGTV, YouTube, LinkedIn, etc. But the third point I want to talk about, which is the important point, this is the review section.
Okay.
Now, if you don't review your content, it means then you don't know what's working, what's not. What title got clicked on? What resonated? How many comments did you get? How many likes did you get? Did you get any likes? Did you get any comments? Did people talk about that piece of content in the gym, in the studio, outside? What, what, you know, what happened to that content? Don't just keep producing and not knowing what's working and what's not. I've been that funnel multiple times. Just keep producing, producing, producing, but then you don't even have a review of what's going on. So review and check in with the content that resonated and actually got attention. And then, and then you can do something similar based on the title or based on the theme and So focus. So always keep focusing on the content that's working because that's what's connected to your audience or the audience you're trying to get to.
Yeah. So if, if a certain topic is resonating or, you know, a certain, you know, avatar or something like that, just double down on those people and, um, and do it again.
Yeah. Triple down, get it done, get it going again. Um, especially when you're going for an audience or a niche We, we don't have to go super broad, but it's best to go super niched.
Yeah. And I think, I think some people, sometimes we forget like that, you know, you do have to say things like over again. Like it's okay to like, you know, if somebody says they're a mom and they were struggling to lose weight and they came to you and, you know, everything changed, It's okay to use a couple of people like that. It's actually better. You become that person who helps mums or you become that person who helps that other person. So don't, I think like, don't be afraid to say the same things kind of over again, maybe in a different way or that kind of thing. I think like that's actually correct. So rather than trying to like go and say a whole lot of things, say one thing over again and really like become that person, become known for that thing.
Yeah. And just have that same, or even have that same theme for the month.
Yeah.
But stay on topic. And there's a, you know, I've heard this before and I always do it. If I'm wanting to learn something, I won't read, you know, they say read a book a day or read a book a month and that kind of stuff. I'd rather just focus on going and reading the same theme of a book or a podcast or an article in that same period. So if you want to learn about sales, go deep on sales and listen to, read all the sales books. If you want to know about motivation, go read motivational books. And so, try to stay on theme as much as possible because then your mind is not too scattered everywhere and just go deep. So, always learning, but you want to learn and implement. And so, that's what we are trying to achieve here instead of learning. So, that is the triple R method. Triple R method.
Triple R. What were the Rs?
Okay. The Rs. The Rs. Release. Release. Number one is you need to release your content. If you just think about it, that's actually not going to work. I got tricked that way for a long time where I thought about things. Yep. It seems weird. I thought about things and I thought just because I know how to film or I know how to ask a question, I know how to interview. There's a big, big, big difference between knowing and thinking you know, but actually doing.
Doing it.
Yeah.
That's all in the action.
It's all— everything's in the action. It's in the speed and in the action. We'll talk about speed in another episode. Number 2 is re— sorry, number 2 is repurpose. Repurpose the content in multiple different ways. You've got enough. You don't need more. And then point number 3 is review the content that resonated and got attention. There's the triple Rs for everybody today. So right now you've got enough. You've probably got enough content right now. If you've ever done a video or done multiple videos, you've got enough. Start on the second R, which is repurposing.
Well, yeah, go back through everything that you've done and just repurpose.
Repurpose. Love it. Yep. Awesome. Let's keep that one short. That's today's episode of the Marketing Muscle Up podcast show. I'd love to know your thoughts on this and be sure to send me your video content. You can do that by going to my Instagram. It's Richard Toutounji. I'll spell that for you because I doubt you can. Yeah, I've always had to spell my name, by the way.
There's no way that somebody is getting that right just on listening to that.
No. So this is how I've always spelled my name because
I
do it this way. I go T-O-U-T and I pause and I go O-U-N-J-I. The reason being is if I go T-O-U, I used to go T-O-U.
Yes.
T-O-U. And they go, yeah, I've got that. No, T-O-U. No, I've got that. No, T-O-U again. Oh, you mean T-O-U? I've got that again. T-O-U. No. Yeah. And that's how it goes down. So now, and I checked with my brothers as well and they do the same. They had the same problem. They do the same thing. Yeah. So it's T-O-U-T-O-U-N-J-I.
Yeah. Okay. I have to remember that when I'm spelling.
That is how you spell it.
Because I do the other way.
That's the rookie way. That's how you spell it.
The rookie way.
That is how you spell the name and it's pronounced Toutounji. And it's a Syrian name. My father's from Egypt, my mother's Australian, and that's where the name is.
There you go.
So hit me up on Instagram now that you know how to spell my name. A lot of people say Richard T, but give it a crack, give it a try. And yeah, I'd love to know how your video is going on Instagram. Tag me in, find me on Instagram, or of course you can always go to ComMarketing That's our website. And if you do need more help to grow your fitness and wellness studio, or you want to decrease your hours as a personal trainer and double your revenue, or if you're in a big box gym, you're— you want to get better retention and increase your prices up, my recommendation is on that website, commarketing.com.au. You can fill a form in and It will just say, would I like to book into a Marketing Muscle-Up and choose a time slot? And myself, one of the team, will jump on and go through a series of questions to ask you to see if we can help you and if we have the right tools to do that. Which, um, if you're in the fitness and wellness lifestyle industry, we are a specialist in that. Thanks for joining me, Ev.
Thank you.
Amazing team. Look forward to next time. Hope you enjoyed this episode. Catch you later.
