Creating great content means utilizing all the tools available to you. In this article, I’ll lay out what works best for me. The results of following this process will be:

  1. An audio file for podcasts
  2. A video from that file for social posts
  3. An article for your blog / SEO


Step 1 – Record audio / video

A common mistake beginners make when recording an interview is recording both speakers onto the same audio track. You want all participants to have their own track so you can edit the audio individually later. This is important because someone may have a louder mic than the other. Maybe somebody has a hiss in the background that you want to crop out. It will save you a lot of headaches to be able to isolate the issue without having to alter the entire track.

Recording audio/video from your office does not require much of an investment. All you need to buy is a relatively cheap mic, and if you want to video a cheap webcam, off of Amazon and you’ll be good to go. For audio/video software you have many free and cheap choices.

Here is the software/hardware I use:

  • Zencastr to separate audio files
  • Blue Snowball Microphone
  • Built-in laptop webcam
  • I use to record the participants and add visuals
  • Zoom is also an option to record audio/visual
  • In either case, you can use or zoom to record both audio and video at once,

Tip: Make sure you have your mic setup correctly, all your audio inputs are on the USB mic and not your default. And, speak in the same direction at the same levels and distance from the mic during the recording. 


Step 2 – Record Screencasts

By recording screencasts you can compile visuals you’ll need to layer into the video. It’s also good to be able to show real-time examples of how you work through issues during the discussion. The options here are all free so there is no reason to not be recording screencasts, here’s what I use:

  • Loom
  • Quicktime

Tip:  If you have a slideshow, export it as a PDF, then use this PDF > MP4 converter to create a video from it and use the slideshow as a visual in your video. 


Step 3 – Edit the Video / Audio

There are a ton of options when it comes to editing audio and video. Programs range from monthly subscriptions like Adobe to free software that comes installed on your computer whether it be Mac or Windows. Most content doesn’t need a huge amount of post work.

When just getting an interview to play seamlessly you can get away with something free, If you’re not willing to shell out some cash for professional grade software than here are some programs you can use:

  • Camtasia
  • iMovie
  • Windows Movie Maker

Make sure to export as audio-only mp3/mp4a and as video .mp4.

Tip: Create a title image because it will help entice people to play it when they are browsing. Using the first frame may not be interesting for people scrolling by. 



Edit 4 – Create the Social Teaser / Version

Creating content for your social programs takes on an entirely different format. For one, most platforms won’t allow long-form content to be uploaded. So, with your editing software, you’ll need to identify the most salient parts of your content from the recording, cut them, and export.

If your content is audio only, have no fear. You can simply edit in an image and stretch it to the length of the audio recording. Thus, making a ‘video’ to upload from your audio-only content. One rule of thumb for posting on social as well is always having closed captions on your video. Most people will be scrolling by without audio, having text on screen is a great way to catch their attention.

Making a ‘teaser’ version of your content is no small task. Taking a casual glance at your social accounts will reveal the immense amount of production companies put into their short-form content. Don’t worry too much about that. What’s most important is conveying to the viewer that you can create value for them and their business.

I use in the example below because:

  • It auto-transcribes the audio almost perfectly
  • It’s free
  • It allows me to customize the background image or overlay the transcript on top of the video
  • And, it lets me add a wavelength graphic (you can see it vaguely in the background) which is great for audio-only files
  • Now, write out your social posts
    • Summarize in bullets what’s in the full video
    • Tag anyone involved
    • Link to the article on your site (do not link off of that social site in the post)

Tip: If you are layering the transcript over a video, add a dark background to the copy so the text is readable the entire time. 



Step 5 – Create a transcript

After you’ve edited your audio file, generate a transcript. The reason – it will save your editor time in creating the article. There are two ways I suggest creating this transcript:

  1. – the former co-founder of Groupon has nailed audio transcription in a gorgeous UI.
  2. – using a human to transcribe comes with added costs, but added benefits.

When you have your transcription, share it with your editor to generate the article.

* Tips: If you use Fiverr, tell the transcriber to differentiate the speakers and use the questions before each section as headlines.

Step 6 – Create your article

When creating content, it’s important to produce it in as many formats as possible. Take your video and transcribe the audio into blog form. When creating your blog, make sure to include as much of your content into that blog as well. Don’t just write what you discussed, including the video and screencasts into the blog itself.

Here’s the process for creating the article:

  1. Download your transcript from the teaser caption in Headliner App and use that to start your article around this video.
  2. Embed your video into the post.
  3. If you have an audio file only, add your audio file to the post.
  4. Send this with the audio off to your editor to finish the article and receive a link for your post.
  5. Make sure they add the transcript to the end of the aritcle – but hide it after a page break (if you use wordpress).

Tip: DO NOT link to the full video/article/episode in the social post itself. Always link in the comments to avoid your reach being limited by an algorithm which needs to keep people on the platform. 


content automation process