How to Organize Your Content Production | Bathroom Break #78

0:01Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and Subjectline.com. Each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back with another episode of The Bathroom Break.

0:37I am here with the man about town, Jay Schwedelsen. He has been like impossible to communicate with lately. I've been trying to send him. I was paying him to like send me an email for the last week about something. And he kept saying sorry. And I would text him. He's like, I'll send it tonight. And then it didn't come tonight. but i want to know like what is going on with you right now what's in your life going on your travel plan i know it's not like fun travel no no this is i'm all over the place and i'm the worst about all of that but yeah a lot of travel going i feel like this is like the time all these events and stuff so i just got back from one event going another one i will tell you though that going on airplanes i need to not be near people so i'm on an airplane and this dude like two rows in front of me he's on like everyone's coming on we're all seated but there's a lot of people coming on he's on his speakerphone which who does that to begin with and he's having this conversation he has this voice it's so loud and then all he was doing was dropping f-bombs like rapid fire and i'm like you every like you can't i don't think that that's okay because a lot of people there's kids there's whatever and this woman like tap is like sir you know whatever goes oh don't worry i'll get off soon he keeps going with the f-bombs so i don't know i think everybody on airplanes just needs to like just be normal just let's get normal i've had that before someone behind me was showing like their 13 year old grandchild a video but put the video full blast and it was just like a video of like like firecrackers and it was just like for like 20 minutes straight and you hear like firecrackers behind me and i like kept turning around giving them a look they wouldn't stop but they actually made an announcement on the overhead speaker they go uh anyone who is using their phone, please be quiet and don't be on speakerphone.

2:22I'm like, yeah, do it. So, all right, let's jump into this. You know, there was something I hit Daniel up about that I want them to share today because I need to do a better job of it heading into 2026. So my organization, we put out a lot of content. We have newsletters, we have social posts, we have videos, all this stuff. And we are wildly unorganized in terms of content that's working or content ideas. And I want to get that to be a lot better because it's an epic waste of time and i feel like a lot of organizations business consumer marketers whatever you're putting out content offers things and forget this is not about a content calendar this is about content organization so daniel i feel like you do a really good job of that so how do you do that how do you organize content so i think there's two sides of the question and i'll go first like the the content side of that you you are producing so i think every piece of content we have a tagging system of like what's the topic we also have a tagging system like how's it perform so if it's social we we we download the likes the comments the shares if it's um if it's a newsletter the open rates like the click-through rates all that because that's crucial to know what topics are performing and what topics aren't performing should we remix this topic should we do more of this topic should we not so we have a every single time we produce a piece of content we are like tagging the topic, tagging how, like putting the metrics in.

3:48So we know what is working and what is not working. So I think that is really crucial for when you're creating content, because I'm the believer that you only really need to produce five to 10 great pieces that, and then you can remix them forever. Um, the same idea, like, like say Jay's talking about email marketing, he could talk about subject lines like 15 000 different ways so like if subject line was his topic which he does it is high performing content subject lines you would just figure out like okay are these is like the negative part of subject lines um performing this is the positive what's performing so then i would just keep remixing let me ask you when you tag it is that living like in google docs or in slack or where does that like actually like do you have a special we have a we do it in a notion database so it's in a notion database of like the link to the piece of content like the um we write for like newsletters like the written part is always in like a google doc um but we also link to like the campaign in our um esp um for social posts we just link out to where we've posted the social posts so we have the links of where so it's easily to like click through to be like okay this is what we produced we also have like a section of like if it is a meme like here is it in our google drive so you can go find the meme um and the meme template so we organize we have it all in that notion database but you can do it easily you could put this in a google i've done it i started doing it in a google sheet like you could this is this even simpler way to do it to a google sheet you don't have to go into like notion and something like that you see Yeah, I think people make the mistake is they're categorizing like campaigns, like, oh, this campaign did really well.

5:43Or maybe, you know, this downloadable asset, you know, did really well. But I think this idea of creating this content library and this offer library of things that really resonated and then the ability to remix them and breaking out the image that worked, the headline that worked and just having that available. Yeah, it's headline. It's not only that. it's like um like i like putting like pain point as like a category so like did this pain point hit with the audience or not so like you can go down and look like here's the pain points and then you can also filter by like like how successful the posts are and then you can see like okay this headline in this post performed very well we should figure out how to do more of this and more of that like same with like podcast downloads too like taking all your podcast downloads and figure out, okay, this topic, this headline, that's how I knew to get more marketing psychology people on my podcast because I knew they had the most downloads.

6:43People were caring about that topic. So I wanted to get more of those podcast guests on my podcast because people cared about them. You know, along those lines, an initiative that we just did in an organization. So we were of an agency. So we're pitching our services all the time. But whenever we're pitching, it's always like the potential client's different interests depending on their particular stuff. so we broke out all of our pitch decks into these modules we do everything in canva we have like the shared canva environment and now we have all these modules like oh okay we're pitching this type of business and then you basically add in these three modules and that's your pitch deck i suppose there's having one boring one that everyone's kind of just customizing so that's been that's been particularly cool but i have a different question for you now so you put out some awesome newsletters i mean your newsletters are ridiculous because not only are they good and they're funny whatever they have so much content in them i'm like how does this dude come up with all this every time i have to do a newsletter i want to lose my mind so like do you just pull this out of your butt or how do you come up with creating like newsletters and information like that yeah so we one we have like a channel that with like people on my team to like any idea you see on the internet like okay david's protein bars launch this cool campaign or hey this would be a cool idea you drop in the channel and that gets fed into a google sheet of like newsletter ideas for the future that we that i'll i'll end up writing um and then every monday we do like a writer's room of being like okay do we think we should do this idea or that idea should we scrap this idea should we move it to deprioritize or prioritize um is it relevant is it not relevant should we move it up based on relevancy so like let's say something just happened like say we're in the super bowl right now like we like it's nobody's going to care about the super bowl send three weeks four weeks five weeks so that might needs to be bumped up and written like right now versus like a story send about a marketing campaign and then 1820s or something like that that would be cool have good lessons but it's a very evergreen content so we separate between evergreen ideas and relevancy ideas um and like relevancy ideas will always trump the evergreen but we will write evergreen ahead of time so we always have like a bank of evergreen i have a bank of evergreen content that i um have for a long period of time so you know i think I think that's so cool that you have this writer's room because even if let's say you're a solo person out there, because I now have this on my calendar every week where it's like a content creation thing that's a period of time on my calendar every week.

9:25That's all that I think about. That's all that I do. I think being intentional about your content, you organize your content, you're creating your content. I don't care how big or small your business is. That should be a primary thing that you have set up. Yeah. And I also think you need different types of people in the room, different, like a Gen Z person in our room will like come up with idea that I never heard about. And they'll be like, hey, you should be talking about this because this is an idea that just happened. Or someone else who like ideas could be pitched from anywhere. So that's the thing that I think people make a mistake is you should just bounce ideas off of people of what you should write about.

10:11You shouldn't be solo in a room. And it should go beyond the marketing team. It should go beyond. There are people on other departments that have good ideas like, oh, you should write about this or you should write about that. So I think that's something you should think about as well as like bring people from different backgrounds, different likes, different interests, because I, some of the market newsletters that have gone out have all been, could be ideas that I, I did not think about, but I wrote them because I thought that they were really cool, relevant and an idea that will be cool for my newsletter.

10:46so so back to the travel stuff i think i'm gonna get in trouble when i say this but when i get on a plane and if somebody has a dog and brought they brought on a plane and they sit next to me i get i only get pissed when the dog is really big i got on a plane that day and this dog was like i mean it was like a human a large human and i'm like what are we doing this is like a farm animal uh this ain't right like there should be like a warning system if you're gonna sit next to a farm animal on a plane. Is that a horrible thing to say? I don't think it's horrible to say, but I think you should know what if you're allergic to dogs?

11:23I'm allergic to dogs that are bigger than me. How many times have you sat next to a big dog? It just happened. How many people are bringing big dogs on planes? I don't know. This one weirdo did. I'm like, dude, this is not okay. That's not a service animal because that dog is going to run the plane. It could be the pilot.

11:44I mean, I feel like if it's that big, that dog should have its own seat. It's on its own plane. Well, once again, we've covered a lot of very important information. So listen, follow the Marky Millennials. Greatest podcast in the history of the world. Organized content. It's incredible. Leave it a review and do this, not that. Maybe you want to follow it. Who knows? Who cares? Have a great day.

12:12Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check out my podcast, Do This, Not That, for marketers. Each week, we share really quick tips on stuff that can improve your marketing. And I hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast. But also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out. And it could be anything from email, subject line to any marketing tips in the world.

12:46We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.