The 80/20 Rule in Content Marketing (Inspired by the Trump/Harris Debate)

In this episode, Dane shares some quick thoughts on how one small piece of content can be proliferated (for better or for worse) across media platforms, and how that can impact your brand.

Episode Transcript

Dane Shoemaker (00:03):
Hi. This is Dane Shoemaker, and this is the
Shoemaker Films podcast. It's abeautiful day out here in
September in Pennsylvania, so Ithought I'd do this outside
today. I'm actually standing outin my backyard. So it's the
first time we're doing it.
Might be the last time. We'llsee. But in any event, today's
podcast is inspired by, thepresidential debate that ran

(00:25):
last night between Donald Trumpand Kamala Harris. This isn't
political. I'm not getting intopolitics in this, but really
speaks to, you know, media andcontent and how it gets
proliferated across, you know,different types of platforms,
and how, you know, one smalllittle point or topic in a

(00:47):
bigger theme, you know, reallygets broadcasted, for good or
for for worse.
Right? For good or for bad.Right? So, and how you can
leverage that concept into yourmarketing. Right?
This is gonna be a quick,probably a shorter podcast, but,
we're just gonna kinda run withit. So, in last night's debate,

(01:10):
there was one point, which was,you know, depending on whether
or not you agree with it, itdoesn't matter. Right? Topic
came up about, immigration, and,Donald Trump was talking about
migrants coming to Ohio andeating pets and your dogs and
your cats and all that and this,this, that, and the other thing.

(01:31):
Right?
So, the media's had a field daytoday. That sound bite itself is
now going to be broadcasted andtalked about over the next
weeks, months, maybe years. Whoknows? Right? So, that's just a
a really good example of how onesmall little, nugget, you know,

(01:52):
of information can get kind ofbroadcast across, you know,
different things.
Right? There's gonna be memesabout that. Right? There's going
to be t shirts made about, youknow, you know, vote for Trump,
right, where he's talking about,you know, where he's eating
kittens or something crazy likethat. Right?
There's gonna be memes. There'sgonna be pundits on CNN and Fox

(02:14):
on all sides of the spectrum,right, talking about this stuff.
And that's just an example ofhow, you know, you can take very
small thing and sort ofrepurpose that and and make it
into something bigger. Right? Soand that's kinda what we do with
content and marketing.
Right? So there's, the 8020rule, the Pareto principle.
Right? This is actually a greatbook from, Perry Marshall that

(02:35):
really dives into how you canuse the 8020 rule, in basically
everything, sales, marketing,business, life. Right?
You focus on what's working andyou double down on that and
recycle that, repurpose that,and focus on that small bit
that's gonna give you thebiggest impact. Right? And, you
know, it was a great debate lastnight, but, you know,

(02:56):
unfortunately, there's gonna besmall little sound bites, less
than 20%. Right? 1% of the wholedebate that's gonna be talked
about for for weeks months thatcould impact the election.
Right? So enough on the debate,but, this just really goes back
to the trend in marketing todaywhere, you know, one viral

(03:18):
video, right, can change theentire course of a brand, a
business. Right? So, this is agreat book. Gary Vaynerchuk,
Gary v, if you're a fan of him,I'm a huge fan.
Day trading attention. Thefirst, the first kind of I guess
it's the prologue or appendix,right, of the intro of the book

(03:39):
talks about back in 2020, Ibelieve it was, is when, you
know, the the viral, you know,the viral video of the guy
drinking cranberry juice, oceanspray, cranberry juice on a
longboard listening to FleetwoodMac. Right? That video just
broke the Internet, you know, toto, you know, sales for ocean

(03:59):
spray, cranberry juice, youknow, just topped the charts,
right, for years to come, andthat video really just was an
example of the, you know, thethe quote unquote
TikTokification of of socialmedia, right, where we're
shifting from a social graphwhere we follow friends and
colleagues and peers, and nowwe're, you know, more of an
interest graph where we'regetting served up things that

(04:23):
we're interested in, or, youknow, the algorithm decides, you
know, for better or for worse,you know, what we should be
viewing and reading and thingslike that. So that's just an
example of how one small thingcan really just change the
course of, of your of your brandor your business.
Right? One of the things that wedo with our clients is basically

(04:44):
we, you know, for for ourclients where we do video, we
also do social media and emailmarketing. We will look at
different pieces of content.Right? So whether it's a short
form video, you know, youbasically have we'll put up a
graph on here that shows what wedo.
But basically, you know, if youhave a social strategy, you're
also gonna have an emailstrategy and gonna have a, you

(05:05):
know, maybe a YouTube or apodcasting strategy. So kind of
this holistic approach whereit's a it's a constant feedback
loop of, hey. This viral videowent really well here. Can we
repurpose this into an email,where that can get a lot of
clicks, very high open rates,things like that? Maybe that,
that short video or that shorttweet, we can turn that into a a

(05:26):
long form video or a podcast,and that can do really well as
well.
So this is, again, kind of a abit of a rant today, but really
just talking about how, youknow, looking at the details,
looking at small things, and howwe can amplify them and maybe
repurpose them into differentthings to make an impact. So if
you thought this was valuabletoday, please, subscribe, you

(05:49):
know, or, you know, reach out tous on our website, She Maker
Films, if you're looking forcontent for your business, email
marketing, video production,social media. Yeah. So until
next time. Thank you.
Thanks for listening today.Shoemaker Lab is an original
production by Shoemaker FilmsLLC. If you enjoyed today's

(06:10):
content, please considersubscribing on YouTube, Spotify,
Apple Podcasts, and wherever youget your content. Follow us on
Instagram at shoemaker.films.And if you're a business that's
either interested in our videoproduction services or would
like to be a guest on the show,get in touch by using the
contact form on our website,shoemaker films.com.