Content creation calendars and schedules are the bane of most serious bloggers’ and content managers’ lives, depending on which side of the creative block you’re on.

I straddled this fine line on many occasions until my Eureka moment. Having amalgamated my home radio and video studios I realised that I could double up on content creation with my business-consultant partner, a content reservoir of genius proportions.

Soon we had discovered a 3-in-1, then a 6-in-1, and finally a 10-in-1 content creation strategy.

When I say “radio and video studio” (actually my third bedroom), be assured it’s not exactly state of the art, although I have slowly acquired suitable equipment and created a workable dual studio.

In saying this, anyone with a computer, some sort of USB audio interface/mixer, a reasonable microphone and digital video camera or DSLR can achieve the same results. In this article I assume you are familiar with your gear so I’m not going to go into any detail on how to use each piece of equipment in the process.

Time costs!

One of the most valuable, and rarest assets of a successful business consultant is time. To maximise the genius of my partner, when time is in such short supply, is a hectic operation usually resulting in a minimal flow of great content. This is where my Eureka moment has paid incredible dividends and saved many hours in the generation of multiple pieces of content at once.

Because we use a joint audio and video, green-screen studio, when we sit down and record a session, we create both an audio and a video recording simultaneously. The following ten points outline the quality content that we create from each five-minute recording session.

We now have this down to such a fine art that we can do six, five-minute recordings in 40 minutes. For me as the content creator, this is heaven, as it enables me to work in my genius. (A little side note here: your genius is simply working in your passion and talent, and I believe you need to be doing this for 80% of your working time.)

How it works

So, it all starts with one content creation session—just one!—where we have learned to maximise both time and genius. Of course there is preparation required to make the session go smoothly, and a good knowledge of your field of expertise is essential, but once we’re in studio, this is how the magic happens.

1. The primary piece of content is a video for uploading to our YouTube channel and if we choose, we upload it to iTunes as a video podcast. We also embed the same video on our blog at MurrayKilgour.com. A well-prepared, quality video is the basis for this whole process. We use either a script or a series of bullet points to make the recording. I personally enjoy using a script with a DIY teleprompter, because of my radio background. Cheesycam.com is an awesome resource for DIY ideas and equipment—a lot of it DIY or reasonably priced new gear.
2. The recorded audio track becomes a podcast which is embedded on our blog, and most often is uploaded to our Living on Purpose iTunes podcast channel as well. There are many other podcast sites to upload to, but we choose just iTunes. If you are unable to create video, the podcast can become the audio for a Slideshare video presentation, so give the audio the same good preparation as you would a video.
3. We send the mp3 audio recording to a transcription contractor hired through eLance.com for transcription at $2 per recording. From this transcript, we create a blog post for our site, a guest post for another website, or an article for a site like ezinearticles.com. This invaluable piece of text is also used as a caption or transcript with our videos on Youtube for SEO purposes. Because it’s accurate, we gain the additional traction of having hearing-disabled people able to enjoy your video using the Youtube subtitles feature.
4. The video we have created, if it’s not placed on our YouTube channel, can now form part of a multi-part video ecourse. We use an Aweber autoresponder to give this away for free and gain subscribers to our blog, but it can be monetized in the form of a paid video ecourse. You can determine the value or purpose of the content here.
5. We again take the transcribed text and repurpose it into a ten-part ecourse delivered in the same way as the video ecourse: as a bonus for signing up as a subscriber to the blog. This method has been extremely successful—we’ve signed up thousands of subscribers to our blog this way.
6. The transcribed text now adds real value when it is compiled into a section or chapter of an ebook to be used as a giveaway or sold on the blog as a free download. This is where the value of the method comes in, because many bloggers battle to get into writing an ebook. We edited, added and modified a lot of the text to create an ebook, but what this method did was give us a great quantity of raw material to work with. We had created more than 140 podcasts by the time we woke to the fact that we could compile a quality ebook using that material.
7. I am in the fortunate position of being a breakfast show producer for a local radio station, so the podcast becomes a regular slot on our community radio station, Radio CCFm, which has 250 000 listeners. But before you say this is a privileged position, I can assure you that, as a producer, I can say most local radio stations are always looking for quality content, especially if it is free. So short podcasts with a good intro and outro may become a regular feature on radio stations and give good traffic to a website.
8. With the advent of HD video DSLRs it is possible to produce high-quality video footage for TV programs. We repurpose our five-minute content creation session again in the form of a short TV program for a local community TV station, Cape Town Television. If it’s quality content and free, TV stations will take your show—especially if it’s relevant to their viewers.
9. When we repurpose the transcribed text into an ebook, the audio becomes part of an audio book. You might say that this is pushing it, but I use the audio as a companion free audio book to the photography ebook I sell on my website. It’s a bonus for the buyer and for me, because I didn’t have to do anything extra to create it.
10. Finally, blog posts, audio, and video make an amazing weekly or monthly newsletter. I do this using Aweber templates, which are free with the subscription. We try to do it on a two-weekly basis, as we don’t always have enough content for weekly mailings. It works perfectly for a monthly newsletter and I would advise this when you’re starting out. The amount of content you generate will determine the frequency.

Ten points sounds good, and I thought that adding an eleventh point might be a bit much, but here’s a bonus idea. What we’ve done is created a boxed DVD set for offline and online sales as training modules. Not all people are excited about online, and some like a physical product in their hands. In our business we use all of the above content in its different forms as part of a DVD boxed series for sale to our coaching clients. They love it and we love it—especially the time it takes to create!

Unlimited content

There are no limits to how you can use your content if you begin with the end in mind, but the emphasis must be on quality content. When you sit down in front of the camera and microphone, think “end product,” and design your process to get the most out of the content creation session. I’m sure that most people can easily create seven of these ten pieces of content out of just one five-, ten-, or even 30-minute recording session.

So, think big in your content creation, begin with the end in mind, and maximize your time and effort to produce content that will attract the best traffic and convert those people into buyers. Your success will result from the quality of content you produce. So give it your best!

Particularly vulnerable to the high rates are small businesses and people who do not have employer-provided insurance and must buy it on their own.

In California, Aetna is proposing rate increases of as much as 22 percent, Anthem Blue Cross 26 percent and Blue Shield of California 20 percent for some of those policy holders, according to the insurers’ filings with the state for 2013. These rate requests are all the more striking after a 39 percent rise sought by Anthem Blue Cross in 2010 helped give impetus to the law, known as the Affordable Care Act, which was passed the same year and will not be fully in effect until 2014.

In other states, like Florida and Ohio, insurers have been able to raise rates by at least 20 percent for some policy holders. The rate increases can amount to several hundred dollars a month.

The proposed increases compare with about 4 percent for families with employer-based policies.

Under the health care law, regulators are now required to review any request for a rate increase of 10 percent or more; the requests are posted on a federal Web site, healthcare.gov, along with regulators’ evaluations.

The review process not only reveals the sharp disparity in the rates themselves, it also demonstrates the striking difference between places like New York, one of the 37 states where legislatures have given regulators some authority to deny or roll back rates deemed excessive, and California, which is among the states that do not have that ability.

New York, for example, recently used its sweeping powers to hold rate increases for 2013 in the individual and small group markets to under 10 percent. California can review rate requests for technical errors but cannot deny rate increases.

The double-digit requests in some states are being made despite evidence that overall health care costs appear to have slowed in recent years, increasing in the single digits annually as many people put off treatment because of the weak economy. PricewaterhouseCoopers estimates that costs may increase just 7.5 percent next year, well below the rate increases being sought by some insurers. But the companies counter that medical costs for some policy holders are rising much faster than the average, suggesting they are in a sicker population. Federal regulators contend that premiums would be higher still without the law, which also sets limits on profits and administrative costs and provides for rebates if insurers exceed those limits.

Critics, like Dave Jones, the California insurance commissioner and one of two health plan regulators in that state, said that without a federal provision giving all regulators the ability to deny excessive rate increases, some insurance companies can raise rates as much as they did before the law was enacted.

“This is business as usual,” Mr. Jones said. “It’s a huge loophole in the Affordable Care Act,” he said.

While Mr. Jones has not yet weighed in on the insurers’ most recent requests, he is pushing for a state law that will give him that authority. Without legislative action, the state can only question the basis for the high rates, sometimes resulting in the insurer withdrawing or modifying the proposed rate increase.

The California insurers say they have no choice but to raise premiums if their underlying medical costs have increased. “We need these rates to even come reasonably close to covering the expenses of this population,” said Tom Epstein, a spokesman for Blue Shield of California. The insurer is requesting a range of increases, which average about 12 percent for 2013.

Although rates paid by employers are more closely tracked than rates for individuals and small businesses, policy experts say the law has probably kept at least some rates lower than they otherwise would have been.

“There’s no question that review of rates makes a difference, that it results in lower rates paid by consumers and small businesses,” said Larry Levitt, an executive at the Kaiser Family Foundation, which estimated in an October report that rate review was responsible for lowering premiums for one out of every five filings.

Federal officials say the law has resulted in significant savings. “The health care law includes new tools to hold insurers accountable for premium hikes and give rebates to consumers,” said Brian Cook, a spokesman for Medicare, which is helping to oversee the insurance reforms.

“Insurers have already paid $1.1 billion in rebates, and rate review programs have helped save consumers an additional $1 billion in lower premiums,” he said. If insurers collect premiums and do not spend at least 80 cents out of every dollar on care for their customers, the law requires them to refund the excess.

As a result of the review process, federal officials say, rates were reduced, on average, by nearly three percentage points, according to a report issued last September.

In New York, for example, state regulators recently approved increases that were much lower than insurers initially requested for 2013, taking into account the insurers’ medical costs, how much money went to administrative expenses and profit and how exactly the companies were allocating costs among offerings. “This is critical to holding down health care costs and holding insurance companies accountable,” Gov. Andrew M. Cuomo said.

While insurers in New York, on average, requested a 9.5 percent increase for individual policies, they were granted an increase of just 4.5 percent, according to the latest state averages, which have not yet been made public. In the small group market, insurers asked for an increase of 15.8 percent but received approvals averaging only 9.6 percent.

But many people elsewhere have experienced significant jumps in the premiums they pay. According to the federal analysis, 36 percent of the requests to raise rates by 10 percent or more were found to be reasonable. Insurers withdrew 12 percent of those requests, 26 percent were modified and another 26 percent were found to be unreasonable.

And, in some cases, consumer advocates say insurers have gone ahead and charged what regulators described as unreasonable rates because the state had no ability to deny the increases.

Two insurers cited by federal officials last year for raising rates excessively in nine states appear to have proceeded with their plans, said Carmen Balber, the Washington director for Consumer Watchdog, an advocacy group. While the publicity surrounding the rate requests may have drawn more attention to what the insurers were doing, regulators “weren’t getting any results by doing that,” she said.

Some consumer advocates and policy experts say the insurers may be increasing rates for fear of charging too little, and they may be less afraid of having to refund some of the money than risk losing money.

Many insurance regulators say the high rates are caused by rising health care costs. In Iowa, for example, Wellmark Blue Cross Blue Shield, a nonprofit insurer, has requested a 12 to 13 percent increase for some customers. Susan E. Voss, the state’s insurance commissioner, said there might not be any reason for regulators to deny the increase as unjustified. Last year, after looking at actuarial reviews, Ms. Voss approved a 9 percent increase requested by the same insurer.

“There’s a four-letter word called math,” Ms. Voss said, referring to the underlying medical costs that help determine what an insurer should charge in premiums. Health costs are rising, especially in Iowa, she said, where hospital mergers allow the larger systems to use their size to negotiate higher prices. “It’s justified.”

Some consumer advocates say the continued double-digit increases are a sign that the insurance industry needs to operate under new rules. Often, rates soar because insurers are operating plans that are closed to new customers, creating a pool of people with expensive medical conditions that become increasingly costly to insure.

While employers may be able to raise deductibles or co-payments as a way of reducing the cost of premiums, the insurer typically does not have that flexibility. And because insurers now take into account someone’s health, age and sex in deciding how much to charge, and whether to offer coverage at all, people with existing medical conditions are frequently unable to shop for better policies.

In many of these cases, the costs are increasing significantly, and the rates therefore cannot be determined to be unreasonable. “When you’re allowed medical underwriting and to close blocks of business, rate review will not affect this,” said Lynn Quincy, senior health policy analyst for Consumers Union.

The practice of medical underwriting — being able to consider the health of a prospective policy holder before deciding whether to offer coverage and what rate to charge — will no longer be permitted after 2014 under the health care law.