We ran into exactly that with one of our clients, an advanced computing company whose founder and CEO is involved in nearly every engagement the company takes on. Time, for a leader like this, is the scarcest and most precious commodity there is, so we have to make the most of every bit of it we get.

Here’s how we set it up. Every other week, we get on a call. We only talk about the next couple of projects on the list, plus whatever’s urgent — a trade show coming up, a deadline on a piece of marketing collateral. No status updates, no busy work. Just enough time to catch whatever’s fresh in his head before it goes stale.

That’s usually where the real material comes from. In a lot of these calls, he’ll walk us through a quick five- to 15-minute presentation on something he’s excited about and has slides on, often repurposed from client discussions. It might be a recent third-party product release or a major project already under way.

From there it’s our turn. The clip gets cut into a real video, transcribed, built into a blog post, and then pushed out across social. Same five minutes, three different ways to find it — through search, through social, through the video itself. We think about generative engine optimization the same way — more doors into the room beat one fancier front door. And it’s working. Those short videos have brought in actual inquiries and real sales from people who told him, unprompted, that they found the company through the videos.

The best example: We had him on an episode of our podcast, Manufacturing Matters. It took an hour to cover a handful of topics he cares about, with basically no prep on his end.

One hour turned into all this:

• A targeted lead nurture campaign and the social calendar to support it
• Content for a brand-new landing page
• Several standalone videos and blog posts for the website
• Fresh material for a revamped “About Us” page and an updated company presentation
• White papers and contributed articles for trade outlets
• A newsletter update
• A run of social media posts
• A Q&A-style blog built from the questions we asked him on the show

Some of this content will be created much faster than the rest, of course, but all of it is in motion now.

None of this is really about video, or podcasts, or any one channel. It’s that a founder’s time doesn’t have to be the bottleneck everyone (including him or her) assumes it’ll be. When someone knows content matters and can give us 15 minutes here and there, there’s no shortage of ways to turn that into something that actually reaches customers. Videos become blogs. Blogs become social posts. One hour on a podcast becomes a quarter’s worth of marketing. Finding more of a busy founder’s time is typically not an option, but time constraints don’t need to slow you down.

If you’re a technical leader who knows you need to be part of your company’s story but can’t find the hours to make it happen, that’s exactly the kind of problem we like solving. Contact us today, and let’s figure out what your next 30 minutes could turn into.