Content re-purposing

Content Re-Purposing
SEEGER CONSULTING INC.

Joe Pulizzi said content is “compelling
information that informs, engages, or
amuses”
Simply put, Content is information that
provides a benefit to the person who
consumes it.
What is content?

• product content
• sales content
• customer-service content
• event content
• marketing and campaign content
• advertising content, etc.
Content is everywhere.

How many of you blog?
Have a podcast?
Speak? Do Interviews?
Guest Post?
WHY do you do these things?
Content for small business.

Lee Odden and Top Rank Marketing defines
content marketing as a “strategic
marketing technique that aligns business
and consumer information needs with
relevant content.”
Content Marketing

How many of you publish your blog on SM?
Promote Podcasts to your audience?
Promote your Speaking? OR Interviews?
OR Guest Post?
WHY SHOULD you do these things?
Content Marketing for business.

Does Content Marketing FIT ?
KNOW
LIKE
TRUST
BUY

Called by many names:
• reformatted content
• restructured content
• regenerated content
• reworked content
• reimagined content
• recycled content
• reused content
What is content re-purposing?

Content re-purposing…….
Create
Publish
Promote
Measure
Repurpose
Measure

Why Content Re-
purposing?

Traditional Funnel…….
Awareness
Consideration
Preference
Purchase
Loyalty

Purchase ACTIONS
Leave Your Process
Leave Your Process
Leave Your Process
SUCCESSFUL !!!
Become Aware!

Based on BuzzSumo research:
• Of 100M articles, Median shares in 2017 = 4 vs 2015 = 8
• Only 5% of content gets more than 343 shares
Content Trends 2018

From: Content Trends 2018 - BuzzSumo Research

From: Content Trends: Preferences Emerge Along Generational Fault Lines
Content Discovery is changing!

From: Why Google Rewards Re-Publishing

Future of Content
Marketing

Content re-purposing…….
Create
/Rework
Publish
Promote
Measure
Repurpose
Measure

•Promote
•Measure
Create
•Edit
•Expand
Is it good?
•Format
•Audience
Repurpose

What is Good Content
• Evergreen
• Focused to the Buyers Journey
• Provides benefits to the Buyer at that
stage of the Journey!

Marketing
Content
Critical Strategies for Success
Sales

Flywheel Marketing
Create great content.
Create Content
80/20 rule. Spend 80% of your
time promoting.
Publish and Promote Content
Measure what is working.
Allow time to build momentum.
Measure and repeat
• Coined by Jim Collin’s in the book
“Good to Great”.
• A flywheel is a mechanical device that
generates and stores energy. Building
Momentum over time.
• All marketing succeeds through
MOMENTUM.
• Content Re-purposing is a dynamic
part of a Flywheel marketing strategy.

Flywheel Marketing
Blog
Posts
Outline
Re-
Purpos
e #1
Re –
Purpose
#2
Measure
results
Start with a pivotal piece….
Find Key Points
First re-purpose – Know where your
audience is.
Second re-purpose – Pick another audience
potential
Measure Results – Tweak the process or
Test another platform

CREATEMEASURE
PROMOTE
Hub & Spoke Methodology
Promote to convert contacts
in the buyer journey.
Set goals for each piece and
measure accordingly.
Content Strategy

Hub & Spoke Content
Sub-
topic 6
Sub-
topic 1
Sub-
topic 2
Sub-
topic 3
Sub-
topic 4
Sub-
topic 5
• Know you prospects
journey.
• Map all the touch points
needed.
• Plan & Measure your
success for each product
& sales opportunity.
• Focus your content
creation and marketing
to lead to every sales
opportunity.
Main
Topic

1:1SALESAGENTS
PASSIVE
In person selling, or with a
strategy call.
Passive sales, Ecommerce, or
a membership site.
Through third parties, agents,
affiliates, etc.
Sales Strategy

Sales strategy
Person
Agents
Events
Online
Affiliate
Free
Session
• Know you prospects
journey.
• Map all the touch points
needed.
• Plan & Measure your
success for each product
& sales opportunity.
• Focus your content
creation and marketing
to follow or sales
process.
Method

Start Where you are At:
• Use existing content
• Do a content audit - client journey - gaps
• Blog post
• Guest Post
• Article
submissions
• Podcasts
• Speaking
events
• Interviews
• Webinar
• Speaking
events
• Workshops
Written Audio Video

Re-purpose Example!
Blog
Outline
Slide Deck
Video
Audio
Social Media
Write an Anchor post. Then write complimentary posts that link back to
the HUB or Anchor post.
Use the outline to create points from the post.
Create in PowerPoint, Google Slideshow, or similar.
Record as a webinar or with Screen Share software.
Extract this from the video or read the post out load.
Create cards and images from the outline.

Starting Point
Blog
Write an Anchor post. Then write complimentary
posts that link back to the HUB or Anchor post.
• Internal Linking
• Promote
• Measure the success of the post
Or select an existing post that meets the
repurposing criteria
• Evergreen
• Focused on Buyers Journey
• Provides benefits to the Buyer

Blog Benefits
Blog
• Easiest method of creating awareness.
• Can be done on your own schedule.
• Can be made Evergreen.
• Creates Authority and Trust.
• Helps prospects get to know you.
• Boosts SEO.
• Connects people to your brand.
• Builds your email list.
• Builds connections and relationships.

Master Each step before moving on!
Blog Slideshare
https://www.slideshare.net a presentation slide sharing site.

Steps to Re-Purposing
Outline
Extract Key Points into a text file
• No more than 10-15 words per sentence
• Aim for no more than 25% of the text form the
post.
• Edit for IMPACT statements.
• Tap into emotion, with either words or images
• Use Bucket Brigades
• KEYWORDS MATTER
Select Images that work with each of those
sentences.
• When using free images – use Attribution

Bucket Brigade….
Outline
Joanna Weibe, Copyhackers : “the bucket brigade
technique is a way to get people to keep reading
what you’ve written.”
Example….
… nothing was ever closed up. Right?
Do you want to learn how to … ?
So you want to … ?
Want to know more about … ?
Have you ever wondered why … ?
Bucket brigade can be openers or Transitional
copy…..

Bucket Brigade….
Outline
Brian Dean … “Bucket Brigades are words and
phrases that keep people on your page.”
Bottom line: whenever you have a section where
someone may get bored and leave, add a Bucket
Brigade.
https://backlinko.com/seo-copywriting

Call To Action….
Outline
• Must be specific
• Must TELL THEM WHAT YOU WANT THEM TO
DO!
• Moves contacts through the buyer journey
map.
• Make it congruent with the post and the
platform.
https://backlinko.com/seo-copywriting

Steps to Re-Purposing
Outline
Save your outline as a text file
This will make it much easier to turn into a slide
deck.

Slide Deck
Slides
Each tool works slightly different, but PowerPoint,
Presi, Keynote, or Google Slideshow are all good
options.
PowerPoint - On the
Home tab, select the
down arrow on the New
Slide button. At the
bottom of the menu that
opens, select Slides from
Outline.

Slide Deck
Slides
If you have a branded template that you use for
most presentations, then you can use this here.
• BUT stick to the basic of font, logo, etc.
• Don’t overuse templates as they are not built
to evoke emotion.
• You create a blindness if the same item
appears too often.
• YOU want this to stand out and still be
congruent!
• Slides are Visual – make yours appealing.

Slide Deck
Slides
Spend extra time on the slide cover – this must grab
attention and be noteworthy.
• Headings are meant to have impact!!!
• Emphasize words with color. Don’t be shy here, just
remember to be congruent.
• Use images to evoke emotion. People take action
on what they feel more than what they see or read.
Make them feel something.
• Slides that stand on their own can also be
repurposed to Pinterest, Facebook, etc.
• These slides must be edited to include your CTA

Slide Deck
Slides
Include a CTA slide at about 60% through the slide
deck.
• Not everyone will finish your slides, but you want
them to see the CTA.
• Make it fit naturally into the presentation.
• Have another at the end of the presentation.
• They don’t have to be the same CTA.

Slide Deck
Slides
Make your slide CTA clickable and TELL THEM TO
CLICK THEM!
Click here on this button
to get access NOW!!

Slide Deck
Slides
• Provide actionable take-a ways from the slide deck.
• Triple check SPELLING, punctuation and GRAMMAR
• This piece of content is the most likely to be
embedded into someone else's site – Spend the
time making sure they want to have it there!
• Name your file carefully as the filename becomes
the URL for your Slideshare. (remember keywords)
• Keywords are important, but no one will click on a
boring title.
• Upload your presentation to SlideShare.

Slideshare Tips & Tricks
Slides
• Slideshare allows you to re-upload a presentation
if you want to update information, change a CTA
or just change it.
• You can embed:
• YouTube videos, livestreaming videos, Audio
files, PDF’s, documents and Infographics and a
real time feed of your blog into a Slideshare.
• Make sure your font is LARGE enough to read on
Mobile devices.
• Content FLOW will keep people engaged.
• Strive for clarity.

Slides
• Save your Presentations as PDF so that when
others save your presentations, they are not
editable.
• Open your PDF to make sure the links and fonts
look right before uploading.
• Reduce the PDF size again to speed uploading,
viewing and downloading.
• Add tags, descriptions, allow downloads and Set
to Public. Remember to use Keywords here.
• Share this on your social profiles.

Slides
• Allow for downloads and slide clipping – as long as
you have a great CTA embedded into the
presentation. Downloads get shared and this is
good for you.
• An option is to use the Slideshare as an opt in….
Enter your email address here and I will email you
a copy of the presentation. A lot more
maintenance, but manageable with the right
systems.

Slides
• Slideshare will transcribe your presentation, so
include keywords in the text.
• Tags increase search ability by up to 30%,
according to Slideshare.
• How to Optimize Your SlideShare Deck for More
Exposure
• 10 Actionable SlideShare Tips for Maximum
Results

Slideshare Benefits
Slides
• Reuse these in any business presentation.
• Slides are ready made images for sharing on social
media.
• Has a over 60 million followers and is owned by
Linked In.
• Popular slide decks get featured. See SlideShare
Traffic Case Study - From 0 to 243,000 Views in 30
Days
• High Domain Authority back link

Video
Video
• Use the outline or slide presentation as talking
points for a live stream or webinar and record
these.
• Use Screen Capture software and a good
microphone to talk through your presentation.
(see resources for recommendations)
• Or Convert your PowerPoint with an online
program like Online Convert.
• For short videos directly from you blog posts; use
Lumen5 - Automated video creation with A.I.

Video Benefits
Video
• Video Builds trust – people can see and hear you.
• Google loves Video “…you are 53x more likely
show up on page 1 of Google if you have a video
embedded on your website…” Moovly
• B2B and B2C marketers worldwide name video as
a top 3 most effective social media marketing
tactic.
• 52% of marketing professionals worldwide name
video as the type of content with the best ROI

Audio
Audio
• There are free (and paid) online tools for
extracting Audio from video. (listed in resource
slide)
• You can also record a separate audio file if you
want the practice.
• TIP: Get a good microphone. People hate to listen
to a bad recording.

Audio Benefits
Audio
• Transcribed Audio is highly SEO ranked
• An IAB and Edison Research study found that 65%
of podcast listeners are more likely to purchase a
product endorsed in a podcast.
• Audio opens your reach to the visually impaired
audience.
• Repurposing blog posts as podcasts extends your
reach exponentially.
• Audio files are easier to play, load and store.
• Easier to listen to while commuting.
• Re-purposing as an Audiogram increases shares.

Social Media
Social
• Slides are images = Great Social media posts.
• Slides are great images for internal link building.
• Edit the images to ensure each has a CTA and your
branding when using slides for Social media.
• Images can be shared multiple times across
multiple platforms.
• Social Media posts can be scheduled out in
advance.
• Extract quotes from your post to use in Social
Media.
• Use as “Click to Tweet” embedded into blog posts.

Social Media
Social
• Use Lumen5 to quickly turn your blog post into a
video for social media.
• Canva has free social media templates for most
platforms.

Social Media Benefits
Social
• Visibility increases brand awareness.
• Contacts take up to 8 touch points to connect with
your message.
• Flexible enough to be re-used and planned in
advance.
• Social Media platforms have high Domain
Authority.
• Each post = backlink

Other possibilities….
Other
• Infographics or Instructo-graphics.
• Comics
• Memes
• Google sheets downloads
• Lead magnets:
• Check Lists, cheat sheets, guides, Tool list,
Transcripts (Embed a shareable option to get
the bonus download – see resources)
• Email campaigns, challenges, series.
• Create a book from a blog series.
• Do a yearly wrap up or best of the blog series.

Other possibilities….
Other
• Create a resource list
• FAQ page with internal links.
• Create a Quiz to gamify and collect additional
information.
• Guest Blogging or speaking based on anything
already created.
REFRESH OLD CONTENT
OFTEN…….

How does Repurposing help get traffic?
Backlinks
Visibility
Google Rank
Every piece of
content will link
back to your site.
Get seen where
your audience is.
Domain Authority
of Slideshare,
Facebook etc. is
HIGH.

How does Repurposing help prospects?
Learning Styles
Accessibility
Touch points
People consume
different ways.
Be where your
audience is.
With reach and
engagement down,
we need to find
ways to connect.

Resources
• MOZ beginners guide to Content Marketing https://moz.com/beginners-
guide-to-content-marketing
• Customer Journey Mapping https://conversionxl.com/blog/customer-
journey-maps/
Tools for repurposing
• YouTube to MP3 Converters:
– https://youtubemp3.today/
– https://youtubemp3org.me/
– https://listentoyoutube.online/
– http://www.ytmp3.net/
– https://y2mate.com/
– https://ytmp3.cc/

Resources
Tools for repurposing
• Blog to video, Content Samurai, and Lumen5
• Doodle videos at Videoscribe
• Free Music from YouTube
• Print blog posts to PDF https://www.printfriendly.com/ allows any page to
be printed to PDF
• Infographics: 13 incredible tools for creating infographics
• Images: 13 Stock Video, Stock Image, and Stock Audio Resources for
Creators and Marketers
• Screen Cast software: Screencast, Loom, Or my favorite Screen Cast-O-
Matic where a full license is $15 per year.
• How to use Click to Tweet.
• Create a Facebook Shareable link
• Other share buttons

BUSINESS HEROES MEETUP
Twitter: @SeegerN
Facebook: NancySeegerConsulting
LinkedIn: nancyseegerconsulting

Content re-purposing

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