How corporate public speakers can multiply their content reach easily (with content repurposing)
There are only so many events I can speak at each year he said, knotting his brow in frustration. And I do what is needed to promote my content. If the recording is made I put it up on YouTube and my slides on Slideshare. What more can I do to get my content in the hands of more people? You’re the content expert tell me.
The current boom in content marketing makes one forget one essential fact. That not all consumers consume content in the same way. Some of us absorb information easily via a physical face to face presentation, some of us like to watch a video while some read a document. Moreover, constantly producing new content is a challenge, especially when one considers the volume of content repositories and social channels one where needs to post content.
What is content repurposing?
Content repurposing is taking content and make it available in multiple formats suitable to different kinds of audiences.
Content repurposing benefits
Content repurposing helps in a number of way:
· Great for SEO – Each piece of content you repurpose increases the chances of your content being found by your audiences.
· Reach larger audiences using different mediums – Not all people are comfortable consuming content in textual format, providing it different formats enables you to reach audiences who prefer to consume content in formats other than the way the content was purchased. For e.g. I love to listen to audio content as I find it very convenient to listen to while exercising or driving, textual or video content is just useless in this context. Similarly in different contexts people prefer different content.
· Increase retention, impact and provide different perspectives – Seeing information as visuals helps me understand and retain it far longer, this is the case with a large number of people. Viewing content gives me a different perspective altogether as compared with reading textual content. Moreover it’s easier to absorb content when I’ve exposed myself to it in multiple formats.
How to repurpose content?
Lets say you’ve just delivered a corporate presentation and it’s been recorded as most corporate presentations are.
Corporate Presentation Repurpose to Online Video
Very simply put the presentation can be turned into an online video for web conversion and posted on sites like YouTube, Vimeo etc. This instantly increases the reach massively, but hang on there is more.
Corporate Presentation to – Video, Audio, Text
You can make your content available in multiple formats, video, audio and text, as a blog post or an article, maybe even as a report. Each format has it’s unique benefits, I can listen to audio on the move or while exercising, text can be read even on my smartphone and video well on my desktop, mobile, tablet.
Massive content repurposing
Converting content into presentation slides, Infographics, blog posts, articles, reports and even social media updates is a great way to make your content available.
For instance your entire presentation and the ideas within could be tweeted out as a series of tweets or status updates.
Enabling me to consume content in multiple formats of my choice massively increases the probability of me consuming and understanding the content produced.
What if I’m a blogger not a speaker?
Well the same holds true irrespective of your starting point of content creation. Your content could have started out as a blog post, which can be recorded into an audio podcast, or converted into a presentation, or you could record a webcast based on the blog post. The possibility to repurpose your content and reach multiple audiences just massive.
Should you re-purpose all content?
Challenges in content repurposing.
It’s definitely easier to re-purpose content than constantly producing fresh new content. This also ensures that your content gets the true visibility it deserves. However, repurposing content can be time consuming to, though not as much as creating fresh new content. So keep that in mind.
I’d suggest that you take your most popular presentations, blog posts, webcasts and work on repurposing them first. You already know that audiences like it, so makes sense exposing it to more people.
You’ll might find that a certain format works the best. So for e.g. you might find that tweeting your content out as tweets might be driving you more traffic, or video is working the best. Keep track of what is working the best and do more of that.
Each additional format can take time and you need to be judicious in terms of the volume of re-purposing you are going to do.
What’s the next level?
There is a next level, a series of presentations or blog posts could become a report, or a single blog post or article may eventually become a book. Take the case of the book the Long Tail by Chris Anderson originally it was an article on Wired which later turned into a NY Times bestseller.
The advantage for global organizations
Large global companies and their speakers have a distinct advantage here, they can massively increase their content presence and reach. You may be speaking at limited events but each presentation has the potential to be repurposed to reach a much larger audience.
(P.s. this blog post has been repurposed as a presentation and I’m thinking about making it a video and heck it might be part of an upcoming book I’m planning to write about content strategy.)