How to Repurpose Your Content

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Mark Flavin: (00:00)
This week on the digital marketing scoop, we’re discussing how to repurpose your content to increase your brand awareness, engagement, and impact on social media. That’s all ahead on this week’s episode of the digital marketing scoop.

Intro: (00:11)
[Intro Sound]

Mark Flavin: (00:20)
Hey everyone. Welcome to this week’s episode of the digital marketing scoop. This week we’re talking about content and using your content across lots of different platforms. So taking one piece of content, whether it be video or blog and podcast, and using that piece of content to basically create more content across all the different platforms. So, Jen the first one we’re looking at here are blogs. So what kind of ways can we take our blog posts and turn that into a different mediums?

Jen Bryan: (00:55)
There’s so many ways. So first of all, starting with a blog is usually the best way to go about how you’re going to repurpose content. I mean, you can reuse those, you can publish to them on linkedin articles. You can create infographics from them. Say, if you’ve been blogging for a while, you can take a look at all of your most popular blog posts and kind of formulate maybe a white paper from those cause you know that content is working well. You can turn it into a presentation, turn it into a video. I mean there’s so many different routes you can take with it. It’s great. So if you have a solid blog post that’s performing well, I would definitely think about pulling the data from it and going down the infographic road etc. Then you have content for Tuesday, Wednesday, Thursday, Friday. You know, cause sometimes, I mean a lot of work goes into a blog post in particular because you’re going to sit down and you’re going to be writing for a couple of hours for the most part usually. And you’re going to have all your keyword research, you’re going to have all your, there’s a lot of work that’ll go into your blog post before you even post that. So maximizing the most you can get a blog post is a great starting point for repurposing content, especially.

Mark Flavin: (02:03)
Absolutely. Um, and I suppose as well, it’s always good to take your, your long form blog posts and chop them up into smaller bits of content as well that you can drip feed out through social media, through linkedin and through different platforms as well.

Jen Bryan: (02:18)
Yeah, definitely. Especially if you’ve got like a questions and answers within the blog posts as well. I mean, you can always put up a linkedin post saying we often get asked this question, here’s a little bit of the answer and stuff. I mean, it did, there’s so many ways to repurpose your blogs, but just make sure that you’re using the ones that are performing well. Yeah. Because that’s where they’re going to perform well when they’re repurposed as well.

Mark Flavin: (02:39)
I know, I was thinking great way to get ideas for great blog post is to just go to Google and type in like questions related to your topic on, and it’s like suggested the, the suggested terms that it drops down. You’d have, okay, this is what people are searching for. This is what I want to be able to answer for them. Yeah, exactly. Yeah. Um, so the next kind of thing we’re looking at is internal data. So things like case studies, testimonials. Um, so if you, let’s say you go off and you did a video testimonial with a client, what can a ways do you think we could take that video testimonial, and repurpose it to for content for on different platorms?

Jen Bryan: (03:18)
Well, I mean you’re going to use the video as the primary source, especially for a testimonials, but I mean these things can go out. I mean say if you have a great testimonial, you can take snippets of that testimonial, the one or two great sentences that are always going to be great people to work with. The, the usual kind of bits. You can overlay those and other images, videos, texts. I mean if you have, if you’re putting out a note or a video about it or come about as a topic that the Client works with you on or a product or service at the end of that video, you can snip it in a little part of that other video and just kind of say and look from, this is what the client says about it. It’s all, it’s all about kind of, you can just, as much as re-purposing, it’s a little bit of a mix and match. Think of it as your wardrobe every day. You know, you’re just going to pull a little bit from here, Mash it all together and it’ll, it’ll work for the most part. Yeah.

Mark Flavin: (04:09)
One way I love to use them as well is in there, they’re long form actually pasting into our proposals. Yeah. So at the end of our proposal, maybe the client hasn’t met us before, whatever it might be that they’ve, they’ve got a testimonial from one of our clients right there. And then of course it’s a lot stronger, a testimonial from a customer versus you kind of saying, yeah, I’ll keep about your business. Yeah. I think a great way with testimonials as well is chopped them up into little Instagram stories and can use retargeting. Um, because you’re, you’re going to get nice cheap ads on Instagram. If you’ve had that person on your, your website, get those testimonials right in front of them on , their Instagram stories and a really, really a clever and cheap way to get your testimonials in front of people who’ve been already looking at your products and services.

Jen Bryan: (04:58)
Yes, exactly. It’s great. I mean, internal data for the most part can, can bring about a lot of information that people don’t think about. I mean, if you work for a company and you regularly do presentations, there’s no reason why those presentations can be adopted for a public audience. Change them to PDFs and upload them to Linkedin. You can, you can do slides, even just screen grab the images of them and you can reuse them on Twitter. You can reuse them on Instagram so long as they’re somewhat visually pleasing. Um, but there’s so many ways and an internal data, especially we’ll put you as kind of its information you see in front of you every day. And sometimes you think that that’s just your normal information. You don’t think anything special, but actually to the outside where they’re looking for you for that, for information they’re looking to. So you actually probably have a much bigger bank of information than you think. Yeah.

Mark Flavin: (05:50)
Yeah. It could be really valuable. It’s other people, it’s just this, you’re seeing it every day. You think oh sure sure everybody knows that, but they don’t. Yeah. Yeah. I think we find out a lot in our industry as well talking so, and we could be talking in kind of more technical speak and don’t realize that, you know, and this goes for lots of different industries where you’re talking in technical speak, whether it be in a blog post or anything. Yeah. And you should start breaking them down and simplifying and making it easier and easier and easier. And again, that’s a way to get like multiple pieces of content from one thing. You could write it for different audiences.

Jen Bryan: (06:24)
Exactly. Yeah. I mean even the, the things that we say all the time like PPC or CPC, Pay Per Click and Cost Per Click people don’t know what we’re talking sometimes and you’d forget. You really would.

Mark Flavin: (06:36)
So the next thing we’re looking at is podcasts. So obviously this is what we’re doing here. Yes. So, um, I suppose what we’re doing is were filming our podcasts. Yup. And we’re going to repurpose them on Youtube. We’re going to have them on Instagram, we’re going to have them on Facebook, we’re going to have them on linkedin. Obviously, the long forms or the full podcast will be on youtube, probably Facebook as well. I think we’ll distribute to full long form, but on Instagram where we would use this cut out like really valuable snippets from the podcast and then push them across Instagram and LinkedIn

Jen Bryan: (07:14)
Exactly. And I mean like we will like last week now, we took out a little snippet and we put it out as a teaser on the Wednesday and then when we launched a podcast on Thursday, we’ll put out a little bit of a longer snippet and like the videos can be repurposed in so many ways. I mean, you can take your little snippets out. Same as I was talking about with the testimonials. You can take your key little bits of information here and there. But like another great thing is like shorten them right down, take the make little gifs out of them, push them out on Twitter, you know, you can, you can literally think of every single second of your video as something that you can like a potential GIF or Meme.

Mark Flavin: (07:56)
Fantastic. So if we’re, if you’re doing stuff like that was kind of, what tools should we be looking at are going to make it easy for people to, you know, start editing video or to start chopping it up and distributing it.

Jen Bryan: (08:11)
Yeah. Well we use, Wondershare Filmora in house and that is just works an absolute treat comes to podcasts or videos at the moment. It’s a really easy to just chop,cut and push back together again and everything. But there’s loads of tools out there. I mean if you just even did one Google search of what ever you need, it’s out there. I mean, whether it be transcribing, whether, now accents are tough for the Irish audience. In fairness, your transcription services aren’t going to be the best, but you can, you can get transcriptions, you can strip the audio from videos, you can, whatever part of what you’ve created you need can definitely be pulled out of it.

Mark Flavin: (09:00)
I suppose that’s one thing we didn’t mention actually. So from like your, your videos or your podcasts, you can within reason have them automatically transcribed and then turned into two blog posts and articles.

Jen Bryan: (09:10)
Exactly. Yeah. So, I mean, if you have, if you started with a video, we’ll say you strip the audio, that’s your podcast or little snippets of audio that I think are really underused actually. You don’t often see just snippets of audio put it. They can be used. I mean you can just attach them to an image and it, it’s, it’s a short little video. Just tell someone to turn to sound on. Now when you’re pushing out videos, definitely 100% use subtitles because 80% of people are not going to be listening with the sound on anyway. So I mean strip the sound, strip everything from it and all of a sudden you’ve got a full array of things that you can kind of pull and pick and choose from. And that’s really important, especially if you have a small budget because your one piece of content is stretching much further than, than someone with a, with a bigger budget that can do 20 videos or 20 blogs and outsource it all.

Mark Flavin: (10:06)
So I guess our, our takeaway from this week is that if you are producing content at the moment, whether it’s a video, podcast, blog posts, think about the different ways you can take that existing content and turn it into, into, um, content for different platforms or content to distribute to different mediums. Because chances are you’re going to be able to get a lot more from that content than I suppose you initially thought.

Jen Bryan: (10:29)
Exactly, and think about it from the start, I mean, as soon as you think of, say you have a product and you’re like, right, I need product photos, take the first photo at least against a plain white background. So you’d be able to Photoshop in whatever you want for next six months, you know, or you can manipulate it much easier. I think it’s just a matter of thinking smart at the start and going, right. How can I strip this apart afterwards and have plenty of content for the week, month?

Mark Flavin: (10:58)
Yeah. Sounds good. Um, that has been this week’s episode of the Digital Marketing Scoop. Bye.

 

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