So, our most recent experiment, The Social INK Show, had a very simple premise. We wanted to test the benefits of long-form content. If you’re not sure what we mean, let me try to break it down and explain. 

Long-Form “Raw” Content 

The Social INK Show has the most simple concept we’ve ever come up with. James O’Donnell (our commercial director) and I (Chris Bruno for those that don’t know me yet) set up a time to record a Zoom call. 

The only thing we prepared was 3 or 4 topics of conversation that we wanted to discuss. 

We had realised that we have a lot of conversations about a wide range of topics. Our theory was, what would happen if we simply recorded it, released it and then came up with some alternative ways to use the content that was created. 

So that’s exactly what we did. Below is the very first ever episode of The Social INK Show. 

So You Recorded A Video? 

The long-form content is just the beginning. The benefits of long-form content were what we really wanted to test out with this experiment. Here were our basic ideas and thought process. 

If we created one long-form piece of content, could we then reuse that to complete our month’s content goals here at Social INK? 

What were the sorts of things we could do with a long-form piece of content? We started to think about it and before long, we had a pretty solid list of all the things we could do. We could: 

  • Blog about the topics we discussed. 
  • Cut shorter versions of the long-form content. 
  • Take quotes and create graphics to share on social media. 

That was where we got to at first. We weren’t sure how it would actually work out in practice. But we figured it’s an experiment. Just like everything else we do, so it’s worth giving it a go. 

The Benefits of Long-Form Content

Since we completed recording the video, things started moving quickly. In under a week, we had the full transcript. James went through the complete conversation and broke it into the topics/themes we discussed. 

We then decided to take 2 topics each to create a blog post on each theme. That was quick, easy and as we already had all of our points of view transcribed in black and white, it didn’t take any time at all to get started and finished. 

From the transcript, we could also quickly identify all the parts of the video that were interesting enough to cut into shorts. So within a couple of hours, we had cut 6 SHORTS as we’re calling them (for now – maybe a working title). 

From those same “interesting” (at least to us) sections we had used for the SHORTS, we were able to grab some quotes. These were made into Graphics within less than an hour. 

All in, we suddenly had a weekly blog for the month ahead and social media posts that could easily help animate our channels during that time. 

Not bad going in less than a week. And that’s bearing in mind this system is new to us. 

Should You Try Long-Form “Raw” Content 

Even if you weren’t to use the long-form content, which I highly recommend you do, it’s an incredible way to remove any procrastination about what to write about, what to post about, or any other excuses you might have. 

It’s been decided for you, straight from the long-form content, and you can then simply get started on working up the other parts. It’s a great way to experiment with different types of content, and technically, it’s just 1 piece of content that is driving everything else. 

Let us know if you want to talk about how you could start something similar for your brand or business. We’d love to get involved and you can book a completely free digital marketing consultation here. 


Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.