How To Repurpose Your Inbound Marketing Content
Not too long ago the only thing people posted on the Internet were articles and blogs. It wasn't by choice. The redundancy in this form of content was a matter of capability - or lack thereof.
Today you can take a blog post, turn it into an audio file or podcast, v-log yourself summarizing the article or syphon out key statistics from the post to create an infographic.
Even newer forms of online multimedia can be repurposed. Audio files can be transcribed or posted to video sharing platforms. Videos with the right kind of audio can be recorded with different applications and turned into a podcast.
Don't think that because the information is the same, all this content repurposing and multimedia work is a waste. The value of creating content for different platforms is immense.
A podcast format has multiple advantages. Unlike a radio show that comes on every morning at 6 AM, a podcast is there any time any place, and can even be emailed to you. Internet users are in agreement about the benefits. Statistics show that over 70 million people have at one point listened to a podcast, and podcast listeners are more receptive to the ads they hear compared to radio.
Looking at social media, Stitcher, BlogTalkRadio, iTunes and more are places where you can put your content and find your audience. Stitcher has 6 million registered listeners, and BTR has 23 million monthly listeners.
If a blog post was just a blog post, it may never be found by this different type of web user. A recorded reading of an article allows it to be shared with even more potential customers. That audio can even posted to YouTube, with slides and photos inserted so people aren't look at a blank screen. Now this content has hit three birds with one stone.
Pinterest! Instagram! What more do we need to say?
The number of people on these two social media outlets has exploded. It was recently reported that Pinterest is up to 23 million unique users - they launched in 2010 - and this September Facebook king Mark Zuckerburg estimated Instagram was up to 100 million users! That's triple what they were 6-8 months ago!
So how can the latest article that you slaved away for eight hours researching on be shared with this visually stimulated audience? There are two answers depending on the industry.
If the topic was real esate, we already know people want to see it - so digging up the best photos and posting them to Pinterst and Instagram accounts is a no-brainer.
Just like Twitter, a setence or two plus a link can be added in the description or excerpt, allowing people can click through to the blog post.
Pictures of cars, vacation destinations, cell phones, and even hardware equipment can all be visually appealing with the right touch. Food, fashion and sporting are ripe for visual social media platforms.
For nerdy industries like accounting, engineering, or SEO analyzers, an info-graphic filled with all the data put into a blog post is a fun an easy to share statistics with other social media users.
Let's all put on our director caps and pretend we're trying to grow a hair salon business. What video content can we create that will attract new customers? The answer: a video that includes a tour of the salon and a recording of a customer before and after they got their highlights done - with clips of the process spliced in.
From something as visual as hair to as analytical as inbound marketing, videos work. A simple computer screen recording with a voice narrating what's happening can be informational and valuable. Even a simple v-log about what's new in an industry can be useful content.
Once completed, making a blog post out of it is as simple as re-listening and transcribing what's been said.
That's the hardwork, here's the bonus: the video just created is something that can go on a YouTube channel (and within an article of course). In this long list of statistics on YouTube users, the big one to remember is there are 800 million different viewers worldwide each month.
Today there are even more places to post your videos, with sites such as Vimeo and Ustream all growing their number of users.
As one blogger wrote in her article 34 Ways to Use Youtube for Business, "YouTube’s not just for posting silly videos of sleepwalking dogs and other embarrassing moments — it can also be used as a highly effective business tool. You can use it to show off your expertise, share knowledge, market your products and connect with customers, colleagues and prospects."