Episode 418: 10 Quick Steps to Becoming a Prolific Content Producer Without Writing
In this episode of Making Sales Social, Brynne Tillman, Stan Robinson Jr., and Bob Woods unveil a practical 10-step strategy to help sales professionals become consistent content creators on LinkedIn without spending more than 20 minutes a week. The trio tackles the barriers of time and authenticity, offering savvy tips to identify trending topics, capture powerful insights, and repurpose everyday client conversations into high-impact thought leadership. Plus, they discuss using AI prompts (and when to skip them) to refine your messaging and build trust-based conversations. If creating valuable content that converts sounds daunting, this episode will shift your mindset and your method.
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Intro
0:00:18 – (Bob Woods): Welcome to the Making Sales Social podcast featuring the top voices in sales, marketing, and business. Join Brynne Tillman, me, and Bob Woods as we each bring you the best tips and strategies our guests teach their clients so you can leverage them for your own virtual and social selling. This episode of the Making Sales Social podcast is brought to you by Social Sales Link, the company that helps you start more trust-based conversations without being salesy through the power of LinkedIn and AI. Start your journey for free by joining our resource library. Enjoy the show!
00:00:49:04 – (Bob Woods): Hey. Y’all up. Thanks for joining us for making sales social live. Coming to you from the social sales, like virtual studios and brought to you by askSSL.ai
I’m Bob Woods. I’m joined by Stan Robinson Jr. and Brynne Tillman. How are you all doing today?
00:01:04:07 – (Brynne Tillman): Awesome. How are you?
00:01:08:22 – (Stan Robinson Jr.): Real good. Thanks.
00:01:09:04 – (Bob Woods): Cool. We are here. We are on board. We’re on deck. And we’re going to be. Step in here pretty quick, Gary. You’ll see why I’m saying that in just a second. So how would you like to become a content producer on social media, especially LinkedIn, so that you’re providing great content that your audience of prospects finds genuinely valuable and then, you know, generate sales conversations from that content? So that’s what we’re here to do today. We are going to bring you ten steps in a strategy so that you can create impactful content in under 20 minutes a week. So these are going to help you both time wise and ideas wise I guess, or something like that. You could say as well. Right, guys?
00:01:59:07 – (Brynne Tillman): Absolutely. And we’re going to give you the prompts to back them up.
00:02:03:05 – (Bob Woods): Yeah I what I prompted. What are those exactly?
00:02:08:07 – (Brynne Tillman): Understand what AI prompts.
00:02:11:05 – (Bob Woods): Yeah
00:02:12:22 – (Stan Robinson Jr.): yeah we’ll be getting into that in some detail. But one thing about saving time with creating content is one of the biggest barriers to sales professionals when it comes to becoming thought leaders in position and sales is a resource, if they don’t have time. Who’s got time to write content? So that’s what we’re here to help with.
00:02:30:16 – (Brynne Tillman): And you know and I’m just going to throw in before we get started . That is so spot on. They don’t have time. And then when they go to me and they say write me a blog post on this topic. It doesn’t sound like them. So then they end up with no content.
00:02:47:07- (Bob Woods): Yeah. Right. Or they end up getting frustrated and, you know, eventually no, no content because they look at it and they go, this just ain’t right. And then they abandon it because they’ve got other things to do because they’re busy salespeople. So by using this process that we’re going to be going through, we’ll give you that time back so that you can do content and do everything else that you need to do as well.
00:03:09:09 – (Brynne Tillman): Love it.
00:03:11:07 – (Bob Woods): So step number one is to identify a trending topic that your audience cares about. And you have insights on that would bring them real value about the trending topic. Now the one thing you have to make sure of is that the trending topic is something that they want to read about, and not something that you want to talk about, because I guarantee you those two things. If you looked at a Venn diagram, those would be two independent circles that you probably will never cross.
00:03:50:01 – (Brynne Tillman): That’s awesome. Now we wanted to cross. So let’s make it cross.
00:03:53:07 – (Bob Woods): Yeah yeah yeah yeah yeah. Let’s make it cross.
00:03:56:01 – (Brynne Tillman): Yeah. Exactly.Yeah. So, let’s think about how we do this. Well, of course we could go to AI and ask, but for this exercise I’m going to leave AI out of it. And I’m going to say do some of your own. A little bit of research. You go follow, your clients connect and follow them on all their social media platforms. And what content are they publishing or sharing or engaging with? That’s how we can start to identify what matters to them. Another way is between surveys and polls, you can start to identify what really has impact.
00:04:33:02 – (Brynne Tillman): And the last way I’ll say is go look at all of the influencers that are in your industry and take a look at what are the topics that they’re talking about at conferences, what are the podcast topics that they’re talking about and the blogs and the the publishing that that they’re getting an enormous amount of engagement on? It’s a great way to start to identify what matters to them and then bridge it to, as Bob said, the insights you can provide.
00:05:06:08 – (Bob Woods): Exactly, exactly. So with that, I’m actually going to combine steps number two and three, because they really do go hand in hand. So at this point you know what you want to talk about. You know, the value that you’re going to bring to the subject that they want to or need to hear about. So with that, what you’re going to do is you’re going to sit down or stand up, depending on what you want to do and record a ten up to a ten minute video on zoom, or use your, smartphone,
00:05:38:21 – (Bob Woods): depending on what you have access to, and talk about that a little bit more or a lot more because you got ten minutes. So it could be really a stream of consciousness going on there. And then you’re going to grab the zoom transcript if you’re on zoom, or you’re going to save and download the video file that you did to the smartphone and then upload that to a transcription service like Otter A. This is going to be important for step four. But steps two and three are really about capture your genius, which is something that we have talked about in slightly different ways
00:06:15:15 – (Bob Woods): in previous podcasts and what we talk about all the time.But this is more definitely about you just, you know, kind of doing what I’m doing. If you’re with us live and, and, and you can actually see the video of us just sitting down and just talking about the topic, anything and everything that comes to mind, and then definitely getting it in that transcript form.
00:06:38:07 – (Brynne Tillman): Yeah. And by the way, chances are you’re using, like the, like we use simple dot I the,
00:06:47:22 – (Stan Robinson Jr.): the takers.
00:06:48:07 – (Brynne Tillman): No takers. Oh my gosh, I love the English language. But every once in a while it eludes me. Yeah. So you, often now we’ve got a note taker in almost every single meeting, so you don’t even necessarily have to constantly think about all the topics that you want to talk about when you can leverage the conversations you’re having with clients. Now they’re going to give you transcripts right away. So sometimes you’re on a call with a client and you say something brilliant.
00:07:18:13 – (Brynne Tillman): It’s now transcribed. It’s in those that have no takers. So, you know, that’s something that makes all of this so easy. You don’t even have to think about all the topics all the time. Now that we’re capturing almost every single conversation we’re having. So consider using that as well. And I do want to say I said I wasn’t going to use AI for this, but I do want to quickly say, if you want to hone in on a topic and you’ve done a lot of research and you’ve got some ideas,
00:07:49:12 – (Brynne Tillman): you can certainly use the ideas that you’ve collected and put it into the AI or prompt to really bring it down. So I just want to share a quick, crispy prompt that we have inside of ask SSL, which is our AI tool. So, I just want to identify compelling, relevant and strategic content topics that align with my expertise and resonate with my ideal audience. I have some ideas, but I’d like you to turn these topics into trust based conversations and demonstrate insights, not just information.
00:08:28:23 – (Brynne Tillman): For content. You are a strategist and an audience researcher. Your job is to surface high impact topics that position me as a thought leader. Attract the right people and lead to deeper engagement. Without sounding promotional, draw on the questions my clients are already asking. Trends. They’re paying attention to objections they commonly raise and the outcomes they care about most. Consider using my frameworks and prior insights to help form this content.
00:09:06:00 – (Brynne Tillman): So deliver in this case ten topics ideas with short descriptions. Each topic should be relevant to my audience and current challenges or goals. Be something I can speak to with credibility and real examples. Open the door to more conversations or discovery calls. Align with trust based social selling, LinkedIn strategy, or AI for sales and marketing. Now, if you’re doing Twitter or TikTok or Instagram or Pinterest, throw that into scope, right? Avoid generic surface level topics and have that have been covered endlessly. Don’t include friends that I have not spoken to in my answers. Do not include anything salesy or product lead unless it leads with value and insight. And then ask me all the questions you need to complete this prompt in my voice and with my perspective, one at a time.
00:10:04:03 – (Brynne Tillman): Now that’s a lot, but I’m sure. This transcript is available. Once this is over, you can grab that. But the bottom line is, you know, you do this research, take that research and let AI hone it down tightly to give you really those, those topics.Okay.
00:10:25:01 – (Bob Woods): Excellent. Very good stuff. So let’s go on to step number four now, which is taking that transcript from zoom from ODT or whatever you want to do. Copy the transcript and paste it into Ask SSL ChatGPT Claude whatever you want to do. But then you’re going to want to put in a prompt before you paste it. And I’ve got a really simple one that I’m just going to say,
00:10:49:03 – (Brynne Tillman): we can give the crispy one afterwards or. Yeah, sure. So,
00:10:51:22 – (Bob Woods): Yeah, sure. So, so, so you’re going to, paste in the prompt first before copying the transcript in. So it’s a little bit, reverse, but it makes sense. And once you do it, you go, oh yeah, that’s why they’re doing that. So with that, the very simple prompt is please take this transcript and write an easy to follow 500 word blog post and add appropriate hashtags. That’s the simple one. Now we do have a crispy prompt that Brian is going to share as well. I personally like the crispy prompt much better, but this one that I just read will get you at least started down that road.
00:11:29:19 – (Brynne Tillman): Yeah, and you know, it’s simple. The key is you’re using your transcript. Right. And so, the crispy prompt is I want to transform this video transcript into a clean, easy to read blog post that captures the key ideas in a structured, conversational format. The goal is to make the content skippable, valuable, and engaging to my audience. You are a skill blog editor and content writer who specializes in repurposing spoken word content into reader friendly articles. That’s a natural and insightful use. The transcript from my session. Use the tone I have for my sessions, interviews, and videos. But it’s one right? Use this transcript.
The tone should reflect my voice. Professional, thoughtful, and easy to understand style should be clear, structured, and free of filler scope. Right? A 500 or 1000 word blog post
00:12:31:05 – (Brynne Tillman): based on the transcript to keep the message focused and skippable using subheadings or paragraph breaks for clarity, add a few relevant hashtags to increase visibility when shared on LinkedIn or other platforms. Do not research beyond this transcript. Do not use m dashes, jargon or overused intro phase introduction phrases. Avoid robotic formatting and do not add a call to action unless I give you one. Now, before pasting the transcript, use that message that Bob, you know that Bob talked about, right? So you’re going to or you’re going to paste this prompt and then the question in you is, ask me all the questions you need to complete this in my voice with my perspective one at a time.
00:13:25:09 – (Brynne Tillman): So now right. So Bob’s short prompt is now really detailed. You can also in many cases when we are using the crispy prompt, we’ll say you can interview me. However you’ve already done the interview with the transcript. So now it’s just are there any additional questions you need to create that task?
00:13:51:08 – (Bob Woods): Yeah. That’s great. the nice thing about the, the way that we do our crispy prompts is that they’re designed to be very specific upfront so that the first time it gives you whatever output that you’re looking for, it should do it in a way that’s really close to you and your voice and things like that. It’s called one shot prompting. We try to do that, but even with one shot prompting, sometimes it misses something. So that’s why I always say treat a, ask an ask SSL or a ChatGPT session as a conversation as well. So if it doesn’t give you something specifically, just go back and say, hey, you missed something.
00:14:32:10 – (Bob Woods): Or hey, can we expand on this point a little bit more and then ask it to rewrite at that point as well?
00:14:39:03 – (Brynne Tillman): So can I, can I? Yes. And that
00:14:41:10 – (Bob Woods): you can. Yes. And that
00:14:43:00 – (Brynne Tillman): I named my AI. So to ask SSL, but I actually now call it Bubba. So when I go in, I’m having a conversation with Bubba and I’ll say, hey Bubba, you know, you use dashes, I told you not to use dashes. And now Bubba will say, I’m sorry, Brynne, thanks for reminding me. But what happens when you’ve named it? Whatever you’ve named it, you do start having that natural conversation with it. Right.
00:15:16:00 – (Brynne Tillman): So Bob really, like, hounded in my brain to treat it like an intern, like a smart intern that doesn’t know your stuff. But it still felt very much like a platform. But once I named it, it turned into a conversation. And I pretend I’m texting and the person on the other side.
00:15:38:03 – (Bob Woods): That’s excellent. That is truly excellent. And I’m glad that someone’s actually listening to me out there as well. That’s always good. So yeah, I love that idea.
00:15:49:00 – (Brynne Tillman): Yeah, I wouldn’t be crispy if I didn’t.
00:15:51:12 – (Bob Woods): Yeah, exactly. Tell me about it. So, let’s go to step five. Now, this one’s probably the easiest that we have out of all of our steps. And that’s simply to take the blog and publish it in a LinkedIn article. You can also do Substack if you’d like to as well. you have a blog on a company, and within a company website, you can do that as well. Just make sure it gets out there and also make sure that you’re optimizing the article for SEO, search engine optimization. And you’re also including some kind of clear call to action at the end so that they’ll reach out and contact you to book an appointment, or if there’s an e-book associated with what you’ve written or a video that they can view.
00:16:35:01 – (Bob Woods): For more information or whatever, make sure that they have a step to take beyond just reading the article, because otherwise it’s just a magazine article. And, you know, most magazine articles don’t call the actions. And you definitely want them to take some kind of action based on what you have written. And quite frankly, the work that you put into this, you should get rewarded, especially if they’re interested in talking to you. Based on what you’ve written.
00:17:05:00 – (Brynne Tillman): Okay. So now I have a grammar question that maybe Stan can answer. Is it called to actions or calls to action or called actions?
00:17:13:22 – (Stan Robinson Jr.): Yeah. Call to action. Both.
00:17:17:01 – (Bob Woods): So I know the plural would be called to action
00:17:19:00 – (Brynne Tillman): okay.
00:17:20:22 – (Stan Robinson Jr.): Yeah.
00:17:21:01 – (Bob Woods): Yep.
00:17:22:22 – (Stan Robinson Jr.): But most people just talk about a call to action,
00:17:24:01 – (Bob Woods): right? Yeah.
00:17:25:00 – (Brynne Tillman): Yeah okay.Sorry. My, my
00:17:28:16 – (Bob Woods): No worries. No worries.
00:17:30:00 – (Brynne Tillman): Me and the squirrels.
00:17:32:16 – (Bob Woods): Yeah. Yeah. Exactly. So,it’s like an attorney general and attorneys general rather than what everybody wants to say.
00:17:39:00 – (Brynne Tillman): Attorney mother in law.
00:17:41:16 – (Bob Woods): Yes, exactly. Yeah. Like that type of thing. Yep.
00:17:44:00 – (Brynne Tillman): Cool beans.
00:17:46:16 – (Bob Woods): Yep. So everyone has learned something about grammar today as well. So that’s good. So with that, you know something at this point you might think you’re done. But we promised you ten steps. We’ve only gone through five. That’s because there’s a lot more that you could do with that content that can power even more potential sales conversations for you because you are going to be doing more with it than just a blog post. So step six is actually publishing a LinkedIn poll related to
00:18:19:13 – (Bob Woods): topic of your, of the video that that you have recorded for, you know, your own purposes and the blog post that you’ve distilled from that video,this could be a question related to a point that you made in the, in the video or the blog post, or a broader question related to the industry or topic. Just make sure that the poll is engaging and encourages interaction from your LinkedIn connections. And guess what? We have a prompt for that as well. Right, Brynne?
00:18:47:17 – (Brynne Tillman): We do. And I’m gonna stick with the quick prompt rather than this, the poll. We have a quick prompt. You don’t have to go through the entire crispy framework for this to work well. So create a LinkedIn poll that’s positioned as and we have randomly included one of the following statements as a top priority or their number one concern. Or most important, why? Because a LinkedIn poll you have to be able to click one, right? So we’ll frustrate people that want to click two or all of the above. So I love to start with top priority or number one concern.
00:19:25:15 – (Brynne Tillman): And you know Topic in 140. And the topic you can either paste a link to the blog post or to the transcript. I personally would now go with the blog post that’s now cleaned up. So in 140 characters, including spaces. So paste the topic and then title it in 140 characters, including spaces. Then offer three potential answers, each 40 characters or less, and include answer number four that states other oh, it should be 30 characters or less. Yeah, characters or less. And then, another sharing comment is the fourth one. And that’s because we don’t want to frustrate our people. We want them to be able to have an answer that we don’t have there.
00:20:13:03 – (Brynne Tillman): And then we will encourage comments, then include LinkedIn text for the post that will attract and engage connections. It’s simple and we do have wonderful prompts that will get into more detail. But a simple prompt like that, can make all the difference in the world. Two major components are. The title should be 140 characters or less, and each of the answers needs to be 30 characters or less in order for that poll to work using that transcript.
00:20:46:18 – (Bob Woods): Yep. Sounds good, sounds good. So now we’ve got one potential piece of content spun out of everything that we’ve done so far. I’m actually going to combine steps seven, eight and nine into just kind of like one block, especially because we’re kind of running up against it with time. This has to do with generating quotes out of the original video that you took. So with the same transcript and this, you’re actually going to need to go to the transcript and not the blog post that you’ve developed. So that original transcript that you have,
00:21:22:16 – (Bob Woods): ask your favorite alum whether it’s ChatGPT or hopefully it’s ask SSL or something like that, essentially to, to highlight four key quotes and make them short, attention grabbing phrases that could stand alone as individual pieces of content in 250 characters or less, including spaces. So that’s kind of the nugget of the, of the prompt that you will use to distill that transcript into those four key quotes. Then you’re going to go to Canva or another graphic design tool, whatever you’re comfortable with.
00:21:55:06 – (Brynne Tillman): We love Canva.
00:21:57:16 – (Bob Woods): She loves Canva. Absolutely. Canva. Canva rocks. So, you know, you developed that graphic design, featuring the quote, and then you can add relevant images or graphics. You should probably brand it at least with your logo, if absolutely nothing else, because you want to make the quotes more visually appealing. And then because you’re generating four at once, we definitely recommend not to publish all four at the same time. There are many reasons for that. One of the big ones is the LinkedIn algorithm. If you’re going to be doing it, to LinkedIn, if you do all four at once, it’ll do really funky things and just drive down the potential eyeballs that will be viewed on it.
00:22:38:00 – (Bob Woods): So if you do for, you know, one a day is fine, but LinkedIn has its schedule later tool within each post, to schedule your content for the entire week. Or if you want, you can go, one a week for the next four weeks or however you want to do that, essentially. But you can batch things, get it all done at once, and then LinkedIn handles the publishing for you at that point.
00:23:02:09 – (Brynne Tillman): Bonus. Come to one of our be our guest coaches and we will create, Canva template in your, with your brand. So yeah. So go original and sales linked com slash events with an ask.com/events. And we have one a month. So for now, come on in. So, will you be providing a transcript of this conversation or document with the ten steps? Yeah. So we have a transcript with every podcast as it’s released. If you are connected to any of the three of us, I will make sure. Who wants to publish this with a linked back? I’m going to give this assignment to Bob. Okay. So he is with you on Substack. I’ll get you the transcript. You post the transcript and link it back to this video and you can reach out to is it George or George?
00:24:04:15 – (Brynne Tillman): Hey, I’m not sure how you pronounce it. But George? George may be I love that. And we will make sure that, that you get that transcript, that you get this transcript. What do you think? Is that good?
00:24:19:00 – (Bob Woods): Yeah, that works for me. And then number ten is, it’s really simple. And yet it just requires you to do everything all over again because it’s rinse and repeat. So this is so in other words, this is a process that you could do, you know, for every week if you want to do like four graphics a week or every month, just depending on how often you want to do this.
00:24:44:02 – (Bob Woods): But by using all these steps and using them effectively, you can publish great quality content in about 20 minutes or less, which is just absolutely fantastic because you’re using AI to help you out with the generation. You are taking your ideas because it’s from the videos that you will be recording for each of these topics. And with the topics, it’s great because you’re going to be addressing the topics that your audience wants to hear about, to do whatever it is that they need to do successfully within their businesses.
00:25:20:12 – (Brynne Tillman): So that’s awesome. And I know we kind of have this bonus, and I think the bonus is pretty important, which really comes down to taking the video and grabbing some pieces from it, grab like you can have little video vignettes if you feel comfortable. So I’m just going to share, and I’m going to have everyone go check it out starting middle of the week. We have someone that we’re working with, Mike Millman, who I interviewed on topics. He’s like a one, like one shot wonder. I was like, okay, it’s the first time we’re doing this is going to be an hour. And he just knows his stuff so amazingly well. And we were able to just take those little snippets. So we went from,
00:26:04:07 – (Brynne Tillman): from just having him go Rand to the interview. I’m out of the interview. You don’t see me, but you can have you do this. You can have someone go in and interview you, and then you have very specific vignettes that make it really simple to chop up into, like 30 to 60 second clips.So if you and we use, big view to do that, you go to social sales income, search for big revenue for making clips. But like cap cut and there’s a bunch of them out there that can help to to slice and dice.
00:26:41:06 – (Bob Woods): Very good. Excellent. Excellent stuff. So we’re going to go ahead and wrap things up and just say whether you’ve been with us live or recorded via our podcast, we really, really appreciate you for joining this episode of Making Sales Social Live, sponsored by Ask SSL . We do our live sessions here weekly. So, you know, join us. We’d love to have you if you’re listening to us on our podcast and you haven’t subscribed already, go ahead and hit that subscribe or follow button to access all of our previous shows and be alerted when new ones drop. And we like, like and comment as well. I love those as well.
00:27:17:04 – (Bob Woods): So besides these LinkedIn lives, we also interview leaders and experts in sales, marketing, business and many more areas. So catch those episodes as well. Social sales link compared cast is where you’re going to want to go. For more information on all of our podcasts. So when you are out and about this week and every week, be sure that you’re making your sales.
00:27:39:07 – (Brynne Tillman): Social.
00:27:40:04 – (Bob Woods): Oh thanks everyone. Have a great week.
Outro:
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