Digital Summit Denver: Reusable Content
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How to Repurpose Your Content and Make the Big Bucks
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Digital Summit Denver: Reusable Content
- 1. P O W E R 1 Repurposing Content: How to Repurpose Your Content and Make the Big Bucks
- 2. P O W E R @ A S H L E Y M A D H A T T E R 2 Create less, promote more. @ A S H L E Y M A D H A T T E R — Salma Jafri
- 3. P O W E R @ A S H L E Y M A D H A T T E R 3 There’s SOO much content out there. @ A S H L E Y M A D H A T T E R — Users
- 4. P O W E R @ A S H L E Y M A D H A T T E R 4 The company is in a boring industry. @ A S H L E Y M A D H A T T E R — Inhouse Marketers
- 5. P O W E R @ A S H L E Y M A D H A T T E R 5 The company has no budget to promote. @ A S H L E Y M A D H A T T E R — Agencies
- 6. P O W E R @ A S H L E Y M A D H A T T E R 6 I don’t want to focus on me as the story @ A S H L E Y M A D H A T T E R — CEO’s
- 7. @ A S H L E Y M A D H A T T E R 7 Recycling Content in 2018
- 8. P O W E R @ A S H L E Y M A D H A T T E R 8 The Buffer Experiment @ A S H L E Y M A D H A T T E R
- 9. @ A S H L E Y M A D H A T T E R
- 10. @ A S H L E Y M A D H A T T E R The Buffer Experiment in 3 Steps No new content for 4 consecutive weeks D o n ’ t p u b l i s h a n y b r a n d n e w c o n t e n t01 R e p u r p o s e e v e r g r e e n c o n t e n t i n t o e b o o k s , & S l i d e s h a r e s 02 U p d a t e o l d b l o g p o s t s w i t h a u d i o a n d g r a p h i c s 03
- 11. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R What Content Should They Reuse? Content Audit: • Top performing • Most shared • Backlinks 11
- 12. @ A S H L E Y M A D H A T T E R Chose 10 pieces of content and scheduled them over 4 weeks
- 13. @ A S H L E Y M A D H A T T E R
- 14. P O W E R @ A S H L E Y M A D H A T T E R 14 The Results.. @ A S H L E Y M A D H A T T E R
- 15. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Blog Traffic Went Down.. a little 15
- 16. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R But Organic Went Up.. 16
- 17. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Slideshare Views Increased Added 3 new SlideShares: • Referral traffic from SlideShare jumped from 50 visits to 90 visits • Increased overall SlideShare views by 380% 17
- 18. @ A S H L E Y M A D H A T T E R 2,397 ebook downloads Created 1 new email drip campaign And maintained less than 5% drop in unique visits to their blog
- 19. @ A S H L E Y M A D H A T T E R Successful Experiment - Reusing Content is Possible
- 20. @ A S H L E Y M A D H A T T E R 20 Rules to Follow
- 21. P O W E R @ A S H L E Y M A D H A T T E R 21 Republishing vs Recycling @ A S H L E Y M A D H A T T E R
- 22. @ A S H L E Y M A D H A T T E R B l o g P o s t S o c i a l M e d i a E m a i l N e w s l e t t e r Republishing Content
- 23. @ A S H L E Y M A D H A T T E R B l o g P o s t Au d i o P o s t I n f o g r a p h i c Recycling Content
- 24. P O W E R @ A S H L E Y M A D H A T T E R 24 Rule #1: Don’t Republish All of Your Content @ A S H L E Y M A D H A T T E R
- 25. @ A S H L E Y M A D H A T T E R Buffer Chose ONLY 10 Pieces of Content, Not All of 2017
- 26. P O W E R @ A S H L E Y M A D H A T T E R 26 Rule #2: Wait 2 Weeks to Republish Content @ A S H L E Y M A D H A T T E R
- 27. @ A S H L E Y M A D H A T T E R
- 28. P O W E R @ A S H L E Y M A D H A T T E R 28 Rule #3: Don’t Change the URL if You’re Republishing @ A S H L E Y M A D H A T T E R
- 29. @ A S H L E Y M A D H A T T E R Unless You’re Going to Update URL on ALL Places…
- 30. @ A S H L E Y M A D H A T T E R YOUR Buffer Experiment
- 31. P O W E R @ A S H L E Y M A D H A T T E R 31 Step #1: What Are Your Content Goals? @ A S H L E Y M A D H A T T E R
- 32. @ A S H L E Y M A D H A T T E R Buffer Defined Their Goals, Even Before the Audit
- 33. @ A S H L E Y M A D H A T T E R blog posts social media posts email newsletters infographics videos reviews how-to guides case studies training courses W E B S I T E T R AF F I C Different Content Achieves Different Goals email newsletters landing pages social media ads social media posts N E W L E AD S guest posts blog posts infographics videos reviews how-to guides case studies training courses I N C R E AS E R AN K I N G S training courses email newsletters blog posts how-to guides C U S T O M E R E D U C AT I O N B R AN D E X P O S U R E guest posts blog posts infographics videos case studies social media posts 33
- 34. P O W E R @ A S H L E Y M A D H A T T E R 34 Step #2: Audit Your Content @ A S H L E Y M A D H A T T E R
- 35. P O W E R
- 36. P O W E R @ A S H L E Y M A D H A T T E R 36 Step #3: Create Your “Gem List” @ A S H L E Y M A D H A T T E R
- 37. @ A S H L E Y M A D H A T T E R Create Your “Top 10 Gems” List, or Your Magic Number
- 38. @ A S H L E Y M A D H A T T E R Choose 5 to ReCYCLE and 5 to RePUBLISH
- 39. P O W E R @ A S H L E Y M A D H A T T E R 39 Step #4: Distribute Wisely @ A S H L E Y M A D H A T T E R
- 40. @ A S H L E Y M A D H A T T E R How we distribute the content makes or breaks the effectiveness of the content.
- 41. @ A S H L E Y M A D H A T T E R Content Distribution Channels • SEO • Reviews • Media Coverage • Shares • Mentions • Paid Social Promotion • Native Advertising • Display Advertising • Retargeting • PR • Paid Influencers • Website • Blog • Social Media • YouTube P A I D O W N E D E A R N E D
- 42. @ A S H L E Y M A D H A T T E R Play the Waiting Game Buffer Chose 4 Weeks You: Longer or Shorter…
- 43. @ A S H L E Y M A D H A T T E R Buffer Measured The Results
- 44. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Define Your Key Metrics Not all metrics are the same for all content types. Key metrics for blog posts: Key metrics for podcasts: 44 Active reading time, website traffic, new users Listening length, new subscribers, shares
- 45. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Know Which Metrics Matter Shares: Just because it’s shared doesn’t mean it’s read 45
- 46. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Know Which Metrics Matter Shares: Just because it’s shared doesn’t mean it’s read Time on Page: Need to make lunch while the blog post is open? 46
- 47. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Know Which Metrics Matter Shares: Just because it’s shared doesn’t mean it’s read Time on Page: Need to make lunch while the blog post is open? Pageviews: Clickbait can skew page view metrics 47
- 48. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Wow Score Use Wow-Score to determine accurate metrics like content ratings: • Active users’ reading time 48
- 49. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Wow Score Use Wow-Score to determine accurate metrics like content ratings: • Active users’ reading time • Scrolling speed 49
- 50. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Wow Score Use Wow-Score to determine accurate metrics like content ratings: • Active users’ reading time • Scrolling speed • Article length 50
- 51. P O W E R @ A S H L E Y M A D H A T T E R 51 What to Measure with Content @ A S H L E Y M A D H A T T E R
- 52. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
- 53. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
- 54. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
- 55. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
- 56. P O W E R @ A S H L E Y M A D H A T T E R 56 Key Takeaways.. @ A S H L E Y M A D H A T T E R R E U S I N G R U L E S C O N T E N T A U D I T M E A S U R I N G C O N T E N TW H Y R E P U R P O S E 1 2 3 4 F I N A L T I P S 5
- 57. P O W E R 57 Don’t Be Afraid to Update Your Old Content @ A S H L E Y M A D H A T T E R
- 58. P O W E R 58 Turn Text into Video and Audio @ A S H L E Y M A D H A T T E R
- 59. P O W E R 59 Put Your Content on Slideshare and Quora @ A S H L E Y M A D H A T T E R
- 60. P O W E R 60 Turn Old Blog Posts into eBooks @ A S H L E Y M A D H A T T E R
- 61. P O W E R 61 Think Mobile-First With Your Content @ A S H L E Y M A D H A T T E R
- 62. P O W E R
- 63. P O W E R
- 64. P O W E R
- 65. P O W E R
- 66. P O W E R
- 67. P O W E R @ A S H L E Y M A D H A T T E R G E T S L I D E S ashley.ward@SEMrush.com L I N K E D I N Linkedin.com/in/ashleyward90 S E M r u s h D e m o www.SEMrush.com F O L L O W M E
Hinweis der Redaktion
- When it comes to content, we’d ultimately like to create less, and promote more of the content that we already have. It’s that idea of quality versus quantity
- But we get told by usesrs, how there’s soooo much content out there
- And you in house marketers struggle with producing content for the not so sexy of industries
- And then you agencies who are working with clients who have little to no advertising budget for their content
- So making new content can be difficult, don’t you agree?
- Let’s talk about how we can recycle the content that we already have.
- First, the. Buffer experiment
- So we all know who buffer is for the most part, correct? Buffer is an intuitive social media management platform trusted by brands, businesses, agencies, and individuals to help drive social media results. And they decided to do a really cool content experiment that was ultimately simple and to the point.
- The objective was to not create any new content for 4 consecutive weeks. Which some of you are slowly dieing in your seats just thinking about that idea. But they approached the experiment with three steps: Dont publish any brand new content Repurpose evergreen content into ebooks and slideshares And update old blog posts with audio and graphics
- So first, in order to get going with the experiment, Buffer needed to get an idea of what content they should reuse since they couldn’t create any new pieces of content for a month. In order to figure this out they ran a content audit through all of their content to analyze performance metrics like what was the top performing content, what was the most shared, and what received the most backlinks.
- From the audit, they picked their top ten pieces of content to experiment with. They then divided these 10 pieces of content to republish or update over the course of 4 weeks. Still not directly creating brand new pieces of content but recycling and republishing.
- And then they waited. After they republished their content there was nothing left to do but wait for results to come in over the next 4 weeks
- And then results came in
- The first result, was what happened to the blog traffic. Ideally, you’d expect if you’re not releasing any new content over the course of a month, then traffic to your blog is naturally going to go down. There’s no real reason to be going to the blog because there’s nothing new to see. So yes, it went down, but to somewhat of a surprise though, it didn’t go down that much. They saw a 4% decrease in sessions, but a 1.15% increase in new sessions
- And their organic traffic went up over these four weeks
- Their slideshare views also increased three new SlideShares uploads got 199,000 views referral traffic from SlideShare from the prior month jumped from 50 visits to 90 visits Increased overall SlideShare views by 380%
- All in all it was a successful experiment. Buffer was able to prove that a content machine as big as them was able to go 4 weeks on vacation.. I mean go 4 weeks without producing any new content. To be serious, this speaks measure to all of us though and goes to show how important reusing content is and how realistic it can be for brands.
- Let’s talk about how we can recycle the content that we already have.
- And if you want to create an effective strategy, you need to understand the difference between republishing content and recycling content.
- Republishing content is Publishing the same piece of content but updating the info, images, or some of the content. So if you have a blog post you’re updating the post then resharing it on social media, or in an email newsletter, and getting it’s distribution going again.
- If you’re recycling content, then you’re Taking a content piece and reproducing the content into new forms of content. So this is taking that blog post and now turning it into audio and making it a podcast Or taking the same blog post and turning the content into an infographic, which is a new piece of content
- As far as rules go with reusing content, you definitely don’t want to republish or recycling ALL of the content that you create.
- Buffer chose wisely when they chose their 10 pieces of content to republish. They chose pieces that were popular or could be updated or changed into audio/infographic. They figured out which pieces were the most popular and would make for good new content opportunities by running their content audit.
- You also want to wait 2 weeks to before you go and republish your content
- Google needs time to index your piece of content before you go and make a change to - Give Google a second to appreciate your first round at the piece of content.
- Don’t Change the URL if You’re Republishing - please.
- Sure, you can update the title, the publish date, and the content, but don’t change the URL If you change the URL then all of the backlinks and social links already pointing to that piece of content will be broken. If you absolutely have to change the URL, make sure and update the URL on all of your website’s pages that it’s listed on, on social media, and ask the sites that are giving you links to update the URL. basically, don’t do it.
- First you need to figure out what your content goals are
- For buffer, they have very specific goals they wanted to achieve. Such as 500% increase in Quora views, 10,000 new ebook downloads 25,000 video views Etc Now they didn’t actually hit all of their goals, but they took the time to first define their goals before they even looked at what the content to audit was going to be.
- We need to designate our content goals first, because certain types of content are going to help you achieve certain goals faster. For example, training courses are going to help ensure you meet your customer education goals. Whereas landing page content is going to help you gain new leads and conversions.
- After you’ve defined what your primary and secondary goals are for your content, then you need to run a content audit to find your reusable gems
- You’re going to want to create a google excel spreadsheet, if you don’t have one already, I’ve created for you at bilty/contentauditexcel and you can grab that one. Run an audit and measure metrics for all of your content going back through 2017 See which pieces were your most effective And you’re also going to want to keep running this audit on your new content on a weekly basis so you can track your content overtime and see which pieces of content are performing the best, which ones aren’t performing at all, and which ones are going to be the best to reuse.
- Which is why you need to create your gem list from your content audit - have an idea of what your best performing content pieces are and why
- For buffer, they created their top ten list to spread out over a four week period. You may chose less or more, but for this example let’s go with buffer’s number 10 and you experiment with pulling 10 pieces of content from your audit to reuse.
- now, here’s where you’re going to chose 5 to recycle and 5 to republish. Buffer chose which posts to update based on listicles - those were posts they knew they could republish by updating the information and then other posts like a social media marketing plan that they could turn some of the existing content into a shareable infographic. Based on your top ten gems, figure out which ones can simply be updated with new stats, or tools, or content and which ones can be completely transformed into audio recordings, compiled into ebooks, or even videos.
- Once you’ve gotten your ten and have your gameplay on what your going to do in terms of 5 recycling and 5 republishing pieces of content, then you’re going to want to decide on how you’re going to distribute this updated and new content
- I’m going to quote a quote of a quote.. that a wise person once said at SearchLove.. “Content is king, but distribution is queen and she wears the pants”. I couldn’t agree more, Adria and Jonathan. Content is great, we all know we need it that’s why 84% of marketers integrate content into their marketing strategies, but how we distribute the content makes or breaks the effectiveness of the content. If we don’t get our content into the right hands of the users, it will sit idle and all alone in cyber space.
- So let’s look at the different content distribution options: We have paid, if there’s a budget, then we’re looking at distributing our content through social ads, native and display ads, retargeting ads, any PR techniques that we can pull up our sleeves with, and hiring influencers to share our content with their audience Then there’s earned, which is “free” but literally has to be earned and isn’t just given. This is all of the SEO work that our amazing SEO’s do, the reviews that our customers kindly and hopefully kindly give us, the media coverage that we naturally generate like when Forbes reaches out to you and says hey I’d love to interview you about your company, how many shares we get online because our content kicks butt and people want to share it with their friends, family, and colleagues, and then the brand mentions our content generates. Owned is kind of free, but not really.. it’s the website we had to pay a developer to create or we created ourselves, the blog that we add content to or pay someone to create content for regularly, our social media pages that we manage or have agencies manage, and our youtube channels that we desperately try and get views on. All in all, it’s a lot of options and ways to get our content seen so there should be very little to no excuse of why your content isn’t being seen. If we go back to the common user complaint about how much content is out there, we can slap this lovely SEMrush branded graphic in their face and say yes, but here’s all of the opportunity and ways our content can be digested by you.
- So you’ve run your audit, you’ve picked your 10 reusable gems, have 5 to recycle, and 5 to republish, now it’s time to play the fun waiting game. For buffer, they set their goals and put a timeline of 4 weeks. When you set your goals, you’re also going to want to slap on a timeline, but since we’re not all content kings and queens like buffer, you may want to set a longer time length or at the very least analyze your content audit to see what is the average length of time it takes for your content to start getting interaction and then base your timeline around that.
- Here’s where buffer went back to their original goals and compared them to what actually happened. No, they didn’t reach every single goal, and didn’t add a smiley face to every opportunity, but they did accomplish some of their goals and learned a lot about their content along the way. The biggest thing they learned was that the experiment was successful - they could go a month without producing any new content and just reusing their existing content without drastically losing users and followings. So you need to measure your metrics
- You need to define what your key metrics are for each content piece. And those metrics are going to differ based on the content types For example, the key metric for blog posts is ____ Whereas the key metrics for podcasts are _______
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Now let’s look at the different metrics you may need to measure and some tools to help you measure them
- Don’t Be Afraid to Edit/Update Old Content Updating your old content isn’t going to tarnish the content. It can drastically improve it, and help your credibility. If you have a listicle article of top things to do in san diego that you wrote back in 2015, you’re going to want to update that article so your date in search results is more relevant and your content is more relevant as san diego changes drastically in 3 years. Content marketers who produce a lot of content using stats need to update those stats on a quarterly basis, at the very least every 6-months. If you’re facts, stats, and info is outdated, it makes your brand look outdated and lazy. No one likes lazy…. Even though most of us are closet lazy people.
- Text is great. Most of us marketers like to write or like to pay people to write for us even more. Either which way we get it, we have a lot of text that we’re distributing in the cyber world. Let’s make our lives easier and turn these text into video, which can be video interviews, a video of you reciting the text and adding in fun and exciting transitions, or going live based on a topic that you already wrote about. Then pull this audio from the video and have podcasts, or audio plays that you can add to the original text content. Add videos. According to studies, video can drive up to 157% of organic traffic to your website from search engines. And, users spend more time on web pages containing a video.
- Slideshares is another great way to get your content seen. Presentations are fun to make and if you don’t agree, that’s fine, go hire someone to transcribe your content into a presentation deck and upload it on slideshare. But it doesn’t just stop there, be active on slideshare respond to any engagement and also like and follow similar brands and people uploading similar topics
- A really fun and easy thing to do is to turn your old blog posts into ebooks. It’s content you’ve already written, but you just organize it, add a table of contents, extra graphics, and make it downloadable. You now have another conversion incentive and additional content that you can give away for free or charge for.
- Pleeeeeeease think mobile first with your content
- Mobile devices are