A content engine for YouTube and the inbox.
Every long-form piece repurposed into clips, articles and posts.
Channels grown in tandem
We built a cross-format content system of full videos, highlight clips and articles to grow Equedia's YouTube audience and newsletter list together.
A finance publication needed to grow subscribers and views together, without burning out on content production.
- 1Turned every long-form piece into clips, articles and posts.
- 2Doubled down on the topics that performed: politics & finance, plus a surprise hit in travel and animal content.
- 3Ran a giveaway to spike engagement and list sign-ups.
Who Equedia Letter is
Equedia Letter is a finance publication with two audiences to grow at the same time: viewers on YouTube and subscribers to its newsletter. The challenge was doing both without the team burning out making separate content for each one.
Make it once, use it everywhere
Most publishers treat every channel as its own job. I would rather make one strong long-form piece and get as much as possible out of it. So every full video became highlight clips for short-form, an article for the site and the inbox, and posts for social. One recording fed every channel.
That changes the economics. The expensive part, the research and the recording, happens once. The reach comes from the edit, and editing is something we do every day in Adobe Premiere Pro.
Let the data pick the topics
We watched what performed and doubled down on it. Politics and finance did what you would expect for a finance publication. The surprise hit was travel and animal content, which earned its place in the mix. You only find that out by reading the numbers instead of guessing.
We also ran a giveaway to spike engagement and drive newsletter sign ups, which gave both channels a push at the same moment.
Who this approach suits
Any business with someone who knows their subject and can talk about it on camera: a newsletter, a consultant, a practice, a founder. You do not need to film separately for every platform. You need one good long piece and a system that turns it into everything else.
For a sense of what a cross-platform content system can do over a year, Dr. Zoumalan's practice passed 4.76 million impressions across Instagram, YouTube and TikTok in twelve months.
How we build content systems like this for brands and practices, across Instagram, TikTok and YouTube, is on our social media marketing agency in Los Angeles page.
