How to Create A Shitload of Content in Way Less Time

Introducing Nope Office Hours, a series for making mental health marketing easier but also more effective and less time-consuming. (Yes, this is possible!)

Step into my office!

I am so excited to introduce this brand-new series from Nope, That’s Not Normal!

The best way to start is to share my background, which includes nearly 15 years in content marketing. Long story short, I had 6 jobs in 7 years at the start of my career and have now been running my marketing agency for 7 years.

I run Echeveria Organic, a content strategy agency for mental health and eating disorder recovery champions. I work with solo entrepreneurs, group practices, and global companies, providing strategy and execution for social media, Substack, and SEO. I’ve also done marketing coaching since I started my business 7 years ago.

While I love sharing about disordered eating and body image healing because that’s a huge part of my journey, my incredible client and friend,

Christy Harrison, MPH, RD

, suggested that perhaps I start bringing some of my content marketing wisdom to ya’ll.

I loved that idea because I’ve heard from far too many clients that creating content is necessary, but they’re either throwing spaghetti at a wall and not seeing results or not doing anything at all and wishing they were.

What I want to teach you is how to find the middle ground. How to make content strategy and creation easier but also more effective and less time-consuming.

• Yes, this is possible!

• Yes, it might still be a little challenging (this doesn’t come naturally for everyone).

• No, I won’t bullshit you. Ever. We’re not talking theory, we’re always practical and tactical around here.

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How the Nope Office Hours Will Work

This series will only be available to paying subscribers, but today’s Office Hours is free, so you can see how great this content will be. Here are the deets:

When: The last Wednesday of each month, so you can use these ideas and practices for creating content for the following month.

What: Each installment of the Nope Office Hours will focus on a single approach or idea and include:

• What that approach/idea is and why it’s helpful.

• Practical and tactical uses or steps for your practice or organization.

• A challenge for implementing in your next month of content creation.

• Comment Q&A. As you give it a try, you can come back and ask questions in the comments, and I’ll answer them for you!

I’m not here to bullshit you and tell you marketing is easy. I will give you the hard truths when needed and guide you toward what is possible. There are many ways to do more with less time, and be more effective while also enjoying it more. That’s what I plan to teach you in each Nope Office Hours!

So, without further ado, let’s get started with the first Office Hours.

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How to Create A Shitload of Content in Way Less Time: The Integrated Content Strategy

Here’s the thing: you need a lot of content these days.

• Your email subscribers are ripe for buying sessions, referring you, or purchasing products.

• Your social media community is hungry for ideas, insights, and support.

• Your website visitors need to know what you do, what you believe, and proof of your expertise.

So, how do you realistically create ALL that content while still running a business, seeing all your clients, and/or getting all your other marketing and business tasks done?

What It Is: Say Hello to The Integrated Content Strategy

You are likely creating more content than you need to be creating right now. What I want you to do is repurpose, repurpose, repurpose. Let’s break this down.

Monthly Theme

First and foremost, at the top of the inverted triangle is your monthly theme. This is optional, but it can help to put some “guardrails” on your content planning. You have so much knowledge, and mental health is so nuanced.

Giving yourself a theme narrows down what you’ll talk about each month, which means less thinking and more doing.

Setting a monthly theme can also help in a few other ways:

• Align all your content across all channels. With the same theme across all of them, your community gets a consistent message from you all month long.

• Explore a single topic in-depth. There are so many ways to talk about high-functioning anorexia, for example. Use this as your theme, and then play with different formats to dig into various subtopics.

• Stay relevant by choosing themes related to the seasons, monthly observations/holidays (great resource for finding these), and current events.

Long-Form Content

Your Long-Form Content is usually blog content/articles.

Note: For the sake of ease, I’ll refer to this as a blog post in the rest of this article, but it could be a Substack article, LinkedIn article, Medium article, or some other long-form piece of content.

We start here because this is the most robust content you’ll create all month. You have to do a lot of work to put this all together; potentially even doing research, creating images, and editing extra.

We want to use the hell out of this content and squeeze it for every drop.

If you do one blog post each month (whether on your website, Substack, or even LinkedIn), that’s enough to make this work. If you do multiple posts, that’s even better because it means more content to repurpose.

This blog post(s) is built around your main theme, and if done right, will dig into a variety of specific topics within that theme. Let’s take this recent article I wrote for Project HEAL:

How Gender Norms Play a Role in Eating Disorders—Plus, LGBTQIA+ Resources for Healing. (Long title, I know.)

If you click open that article, you’ll see it has three sections, each one with subsections:

• The Link Between Gender Norms and Eating Disorders

• Why LGBTQIA+ Folks Are More Vulnerable to Eating Disorders

• LGBTQIA+ Resources to Support Your Healing Journey

We want this piece to be robust and thorough (aim for 900 to 1,100 words) because we’re going to make a lot more content from it. Plus, this makes the blog post even more valuable for the reader. They can scan to find the information they want or read it all.

Mid-Form Content

Mid-Form Content typically includes email marketing. This could also include podcast episodes or YouTube videos. Whatever content you’re creating that falls between a long blog post and snackable social media posts.

Most often, however, I find this to be emails. Most mental health professionals have lists of past and current clients, plus people who joined from a free download or challenge. We don’t want that list to sit without being used. This is a small community of people who, in some way or another, opted into hearing from you. Let’s give them some value, shall we?

This is where the repurposing begins. Let’s say you send one email per week (my recommendation; I know it feels like too much for your subscribers—trust me, it’s not). Go back to your blog post and build your emails around the content you’ve written, pairing each email with a call to action. Keep in mind that a call to action doesn’t have to be “buy now” or otherwise money/purchase related.

Using the blog post I shared above, let’s do some email examples:

Email #1: What You Need to Know About Gender Norms and Eating Disorders

Body content pulled from the intro or section one of the blog post + some personalizing for the audience and email format.

CTA: Read the Blog Post

Email #2: The Hidden Risk: Are You Being Impacted?

Body content pulled from section two of the blog post + share how you work specifically with folks who identify in different ways.

CTA: Book an Intro Call Now

Email #3: A Big List of Resources

Body content pulled from the resources section of the blog post. You could add a few more resources beyond that list and break it up into categories to provide a wider variety of resources and make it easy to read.

CTA: Forward this email to someone who could use these resources, too!

Email #4: Founder, NAME, Was on PODCAST NAME

Promote a recent guest post, podcast episode, etc. It can be old or new, specific to this topic or not.

CTA: Listen/read now/etc.

Short-Form Content

When I say Short-Form Content, I’m most often referring to social media content. However, this could also mean shorts for YouTube or maybe even posts for various communities or groups you’re a part of.

Bottom line: your blog post is filled with snackable content. From one blog post, you can pull quotes, insights, statements, educational Reels, and so much more. Here are some examples of social media posts I could pull from that same blog post:

Carousels:

• Overview of blog post.

• Each individual section can be its own post.

Statement posts (short, but powerful text post):

• From the internal shame of not presenting as “masculine” or “feminine” enough, to the intense fear of harm simply for existing outside these narrow binaries, gender norms can make queer folks particularly vulnerable to eating disorders.

• Beneath all the rainbow flags and chants of affirmation lies a painful truth: Existing in a world of binary gender norms and narrow beauty ideals contributes to an elevated risk of eating disorders within the LGBTQIA+ community.

Stats/Facts:

This post is filled with research. Pull some of those out as solo posts. From a post like this, you can easily get 5+ posts like this or compile them all into a carousel.

Reels:

• Video of you talking about the blog post at a high level with a CTA to read it.

• List the resources in a video with b-roll footage.

• Pull a simple statement from the blog post and put it over b-roll footage. For example, You deserve to feel safe as your authentic, unique, vibrant self. Healing is possible.

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How to Do It: Implementing

Let’s get practical and tactical. I know you probably love this idea, but now you need to actually do it. This is where a few things come in especially handy.

A monthly planning routine. Pick one day in the last week of each month to plan for the month ahead. Put this time on your calendar and make it happen. If you have to, plan just two weeks at a time, that’s okay too. Just put it on your calendar!

Planning docs: I like to keep it simple when I plan content for myself and my clients, so my planning doc is a Google Doc set up like this:

Another idea is to use a high-level spreadsheet to plan your monthly theme, various topics, and keep everything in one place. Watch the video below to see what I mean:

Whatever you do, don’t overlook this. It won’t get done if you try to keep it all in your head and create content on the fly.

Re-use post styles: Don’t reinvent the wheel with each new graphic or video you create. When creating content for myself and clients, I copy from a post that requires a similar format to the one I’m making. Not only does this make your life easier, but it creates consistency on your feed. For example, take a walk through this Canva dashboard:

Don’t overthink it: Repeat this to yourself as often as needed: Done is better than perfect. You’ll get faster and better with time. Give yourself grace as you learn this new skill and get used to a new routine.

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Challenge: Do This for August!

Your challenge for this Office Hours is simple: implement this strategy for August. I know, I know, that’s easier said than done. So, here are some steps you can take to get there. Follow them each, one by one, not worrying about what comes next.

1. Choose your theme. Some seasonal topics could revolve around back-to-school, summer-specific struggles, or navigating transitions.

2. Choose your blog post topic and write the blog post. Aim for 900-1,100 words.

3. Plan your emails for the month. You can do this in the same spreadsheet or Google Doc as you plan your social media content, if that makes your life easier and your brain hurt less.

4. Plan your social posts for the month, or at least the first two weeks of the month ahead.

5. Publish, schedule, etc. I love Socialpilot for scheduling (it’s cheap, feature-rich, easy to use, and reliable!), but you can also schedule posts through Instagram, Facebook, and LinkedIn itself.

The key piece here is just to DO IT—even if you’re not sure you’re doing it right.

Comment below with questions or to let me know you did it! I want to hear how it went for you and if it helped.

And if you’re still not sure or know you need help with this, let’s talk! I offer both coaching and done-for-you services through my content strategy agency, Echerveria Organic!