How to Prep Your Content for 2027 Right Now | Bathroom Break #120

0:00Wait, I want to know something though, because I've done this. I want to know something. Have you ever recorded with somebody that was so epically horrible that you just didn't release the episode?

0:15Welcome 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 for another episode of The Bathroom Break.

0:50I'm here with Daniel Murray, the Marketing Millennial, and I'm Jay Schwetelson. Daniel, I want to know something. I know that you're very busy because you have a young child, so you can't really watch TV. But do you watch nothing, like none of these Netflix documentaries, nothing like that? Are you not up to date on anything going on on the planet? I am watching, you're going to like House of the Dragons, but that's not a documentary. That's Game of Thrones? Yeah. I've never seen one second of Game of Thrones. You have to, now that's your new like project. Like I'll tell you something, You and Ari both like reality TV.

1:25Love it. Ari loves it because it's like old school reality drama. It's all drama. So you would love Game of Thrones because there's so much drama going on. I don't want to care about a dragon. I'm going to fly around on a dragon. You don't have to think about a dragon. The first couple of seasons, there's no dragons. Do people love their dragons and walk them around like dogs? Nope. I think there is a little love of dragons, but that doesn't appear for a while. You love Game of Thrones. You need to watch it. Everyone's like, you got to watch Game of Thrones. You got to watch The Wire. All these shows I never saw.

1:59No, Game of Thrones is a must. Like The Wire, eh. The Wire is like one season too. I don't know. I know nothing. What are you, what documentaries should I watch? Oh, on Netflix right now, I just watched the one about the cruise, the Concordia going down, which was very sad because people died. That was wild. And then I watched the one about the woman who pretended to be pregnant. That was crazy. I don't know how they pump these things out. There's just a million of them. I did watch, because my cousin was in town, like an HBO documentary on Scientology. That was crazy to watch. I wanted to watch the whole Colgan one that came out too.

2:36I need to watch that because I have no life. Well, who cares? We have no life. We are going to talk about AI stuff. Daniel, let's get into it. What are some AI things that are off people? That's not what we're supposed to talk about. Yeah, I'm like, what are you talking about? That's not the topic. That's amazing. I totally forgot. You just hated that idea. I know. I totally forgot. Whatever. All right. I'm going to tell you what the actual topic is. The actual topic is getting your content and stuff ready for 2027 now because we have about 60 days. And we're going to get into why you have 60 days.

3:16And we're going to show you the exact content, things you need to be doing. they're going to crush it. So Daniel, because I'm clueless, why don't you kick us off on what we're talking about? Yeah. So big content pieces and content takes time to produce and people are going to want things for next year, like now, because people are preparing for 2027 now, whether it's budget planning, whether it's thinking about next year, thinking about what channels they should invest in and any content that has that. So like some content you could think about is creating prediction content for 2027, updating, remixing things that you have from this year, from last year, like calendars.

4:00What important events are happening in 2027 that you should plan for? Having this produced ahead of time, then you could run that for the end of the year because people are planning right now, thinking about planning for 2027. They're starting to think about budgeting. I know it's July, but it's going to come faster than you think. And then you're going to be way behind the eight ball if you haven't prepared your content calendar to be launching in September, October, November, where people are going to care about 2027 stuff. Yeah. So let's just dig into that a little bit further. The number one content format that we see across all our clients that gets consumed more, if you want to grow your database, get more people, I don't care what industry you're in or what market you're in, is some version of a calendar.

4:42from October 1st all the way through the end of January, calendars are what get consumed the most. Like Daniel said, you can make an industry calendar. All the events are going to happen in the industry, and then you put your webinars and your events on that calendar. You could have a healthy eating calendar if you're on the consumer side. You could have an anything calendar. I mean, my company puts out the worst days to send out email campaigns, and we put all these dates around this calendar. Everybody wants a calendar starting October 1st. They could plan for the next year. But in general, what else you want to have ready is, especially because the AI platforms, every AI platform is looking for recency signals to decide what they are going to use when someone asks it a question.

5:26You want to go into your resources tab. You want to go to every single thing that you have in your resources page. And you want to add for 2027, right? Starting in October 1st. say this applies for 2027 because that is the content that is going to get consumed as you head into the end of year. So 2026 is over. It's now a 2027 game from now until the end of January. And we're talking about like, and there's like little things you do, like one thing is one thing updating your content because AI is looking at, Jay said, recency. But like, if you're ahead of the game with like predictions, if you're ahead of the game of what's happening in 2027, if you're under the aim of what events are happening, if you're a game of like top products to think about in 2027, AI is going to pull in your stuff because there's not that much content out there.

6:24And also it shows that you're new and AI loves relevancy. relevancy, um, or the type of content. And you probably have tons of this content already in your database. You just need to update a little bit. And a lot of things, especially with marketing and, and a lot of interesting things, a lot of things don't change that much. So you just need to update it a little bit to be more relevant to what 2027, but you don't have to change that much if you just update those things and people forget about it all the time. Yeah. I mean, for everybody out there that's listening, if you, if there was an AB test, okay, and you saw one webinar promo, now it's the end of September, one webinar promo, it says, you know, the top trends in healthcare or whatever.

7:07And the other one, the B version says the top trends in healthcare for 2027. And here it is, you're in that first week of October, which one are you going to register for? The one that says for 2027. And the problem is here we are, you're, you know, maybe six, seven weeks away from that start of October, if you don't start planning for this now, you're not going to be able to do that. So that's why you want to think about this now. So you can take advantage of that last quarter of the year and actually get pipeline. So now's the time to be planning for that 2027 content. So Daniel, let me go back to the original thing.

7:42I have a question for you. Obviously I screwed up at the beginning of this podcast. I didn't know what the hell we were talking about. I'm like launching it, whatever. So you record podcasts all the time. when when you make a mistake do you go and edit it out or are you like oh no that's the humanity of it all i want to leave it in most of the time it's not me asking to edit it out like it's more like my guests want something edit it out but i it happens so it happens so not frequently like you you would think it does so like um but i have had like flops or podcasts that don't even like happen like I've had where someone's camera goes out for like, or like my first podcast ever, I didn't like record.

8:28Like I've never, I've never, ever had that person back on the podcast. Wait, I want to know something though, because I've done this. I want to know something. Have you ever recorded with somebody that was so epically horrible that you just didn't release the episode? I think one or two, but you do it so often. I do it a lot. Yeah, I do it a lot. It's the rudest thing. You know, I was, you know, I was Jay's first episode that never happened. That's so true. I can't believe I just, I just asked you that and I did it to you. That's so true. When I launched my podcast, Daniel was my first guest. It was not good.

9:01And I'm like, I never released the episode. And Daniel's like, what happened to the episode? I'm like, yeah, I don't know, whatever. You're like, I'm going in a different direction. I'm like, okay, good for you. He did it to my wife too. It was me and Ari. We both had the episodes. Yeah, I didn't release either. I do it all the time. It's so awkward though because people are like, when's the episode coming out? I'm like, yeah, I don't know. I'm not sure. I'm not in tune with the calendar. I'll tell you the worst thing I've ever done, which I really should go to marketing jail for this. So somebody came on, horrible episode, didn't release it.

9:33But I told the person, I go, you know, it really wasn't that great. Why don't you come back and let's try it again. We recorded again, and it was terrible. And again, I didn't release it. It was so bad of me. Yeah, you just wasted that person's time twice. just been like i'm so sorry but i do i do think like i don't know how to go about it like i'm not as like savage as you but there is like a with anything with content talk about content is like you want to put like the best foot forward for your audience so like do you this has the audience like would you rather us not air an episode or some someone that's bad or do you want that episode even if it doesn't have an ounce of value.

10:19Because I bet I haven't, I've released most of the people that have came to my podcast. So even now, so that's, so there probably are some that - You know the thing I've learned though - The vibe is higher rated than mine. Is like, I've released episodes that I thought were horrible, that I didn't want to release, that I'm like, I was embarrassed when I saw it show up on my feed. And then those would be the episodes that'd be like, that was the best episode. And I'm like, I don't know what I'm doing. I have clueless. People like that episode because I thought it was a turd. Well, that proves you should just release that.

10:52You should release that to that person's episode twice that came out. The unreleased files. We probably shouldn't release this episode because it was so random, but no, we will. And everybody here is awesome. Go and leave comments for Do This Not That for the Marky Millennials. And yeah, keep crushing it. Daniel, come on, man. I got to get back to work. Get out of there. 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.

11:27Back 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. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.