Document, Don’t Create

Gary Vaynerchuk is an unstoppable content machine.

On top of publishing five New York Times best sellers and thousands of online videos, he’s the fastest influencer to hop on the hottest new app or social network as soon as he detects the sweet, sweet smell of underpriced attention.

What’s the secret to his success?

It’s a content marketing strategy he calls Document, Don’t Create.

Document, Don’t Create is the idea that a successful content marketing strategy is built around publishing a lot of content on a regular basis, and the only way to do that scalably is to document your process instead of creating content from scratch.

Here’s Gary explaining it in his own words (12:30 min – 15:00 min):

“You should be putting out content on a very regular basis. You should start a pillar show. You should be doing Instagram stories and Snapchat stories at scale. You should be putting out 7 – 25 pieces of content on both those platforms a day. And let me explain how. Don’t go fancy. Document, don’t create. It’s a big shift.”

When it comes to making that much content, he compares it to producing The Real World and the Kardashians instead of Star Wars and Friends.

In other words, don’t spend forever planning out every frame.

Turn on a camera and capture real, behind-the-scenes moments of your business.

Here are some of Vaynerchuk’s examples:

• The Winner’s Mindset
• 50 Second Plea to Every 50 Year Old Out There
• 6 Mins for the next 60 years of your life