If you generate a lot of content like I do, knowing how to repurpose it can save you time while increasing your exposure.
Repurposing content refers to using the same content multiple times in multiple ways. For example, I’m repurposing the Smart Energized Entrepreneurs Podcast by pulling out 5 to 10 minutes of each interview that focused on marketing, and putting it into a new podcast called the Smart Energized Marketing Podcast.
This new podcast has a few benefits. First, some people think a 1-hour podcast is too long. It is a long time to devote to an interview, but the best, most juicy info often isn’t revealed until the second half of the interview, once we’re in a flow. If I only recorded 30 minute interviews, we’d miss all that juicy stuff!
Second, new listeners aren’t as likely to give a 1-hour interview a try. That’s a lot of time to commit to an unknown entity. However, most people will give a 5 to 10 minute podcast a listen, at least once. If they like what they hear, they’ll keep listening. And if they really like it, they’ll click over and listen to the full interview.
The third benefit of this new marketing podcast is that it provides increased exposure for my guests. As it currently stands, the only people willing to devote an hour to a podcast are my loyal listeners, and the friends, family and business associates of the guest. This shorter excerpt will put them in front of a lot more people, which is one of my major goals: to help my guests get new business.
Finally, this new podcast allows me to repurpose content I’ve already spent time creating. That’s a great way to maximize my efficiency, while increasing the amount of content this content marketer can generate.
Content repurposing is a huge benefit for content generators like me. And repurposing a podcast into another, shorter podcast is only one way to do it.
Here are a few more ways you can repurpose your content:
- Turn your content into webinars
- Create infographics or spot visuals using data you’ve gathered
- Turn your YouTube videos into podcasts, and vice versa
- Share excerpts of ALL your content on social media channels (duh)
- Be sure to tag people you mention so they see it and retweet, repost, share, etc. (not so duh)
- Pay a transcriptionist to turn your words into text that you post on your website
- Turn your podcast or videos into an eBook
- Create a free report with the best pieces of advice from your podcast or video interviews (e.g. http://smartenergizedentrepreneurs.com/)
- Create a presentation for your content and post it on SlideShare.com
- Mix and match. Rinse and repeat.
There are so many ways to repurpose your content, I can’t possibly think of all of them. The point is, leverage the content you’re already created to increase your efficiency and exposure.
Hi, I am JP Stonestreet, the new business energizer. You may be wondering why I am wearing sunglasses. The answer is pretty simple – I had an eye doctor’s appointment today and my eyes are still a little dilated and so even though I am uncomfortable sitting in front of this bright light behind my video camera, I have to record this video because I have a deadline. As content marketers often do, I have a deadline so that my publisher can get this video done in time to be published tomorrow on Wednesday, which is when I publish my YouTube videos, and tomorrow’s video is very important because I am making a very big announcement – I am launching a new podcast. If you already listen to the Smart Energized Entrepreneurs Podcast then you are ahead of the curve, but now this new podcast is called Smart Energized Marketing and it is an excerpt that I am going to pull from each of my podcast interviews on marketing. Everybody I interviewed, and I am up to 40 interviews now for my podcast on the Smart Energized Entrepreneurs Podcast, everybody I interviewed I ask how do you market your services, what is the best way to market and they all had great answers and lots of the answers are different and creative and things you might not think of. So, I have decided to pull out those nuggets of marketing information and put it in their own podcast. So, a lot of people tell me that an hour long podcast, which is how long the main podcast is, it’s too long. They don’t have that much time. So, I am pulling out the most important part and I am putting it in a 5 to 10 minute podcast. If you don’t have 5 to 10 minutes to improve your marketing to listen to the podcast that’s going to help you improve your marketing, then I can’t do anything to help you – you are not my target market anyway. Another valuable lesson to learn here is the concept of repurposing your content. If you generate lots of content like I do, podcast, blog, newsletter, YouTube videos, you can repurpose that content in a multitude of ways to increase the exposure of your content and this is one way of doing it. I am repurposing my original podcast interviews into a new podcast that’s hyper-focused on something that everybody is interested in. There are lots of other ways to repurpose your content and I will put a list of those on the show notes page for this video on my website. So, go there and check out all the other ways that you can repurpose content.