How to Repurpose Content to Maximize its Potential A Compendium Webinar

What is Content Repurposing?

At its core, content repurposing is the act of taking one (or more) piece(s) of content, and redistributing it in a different medium for consumption.

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A big myth about content repurposing is that it has to be reactive in nature. Proactive planning can make content repurposing much easier.

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3 Steps in Creating Content

1. Research

2. Organize

3. Create

Why do that for every piece of content???

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Having more than one content type in mind when going through this process can maximize your time and effectiveness.

Also gives you a better likelihood of hitting your prospects/personas favorite content type.

Great in theory…but does it work in practice?

We’ll show you every step we took creating this webinar (and all associated content types) using this practice.

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Step 1: Pick a ThemeMake your theme broad – this gives you a better chance at creating multiple types of content

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How do I pick a theme?

Online data:• Website Analytics• Broader Keyword

Research

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Social Data• Twitter Searches• LinkedIn Groups

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How do I pick a theme?

Other Sources:• Conferences• Internal Narratives

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How do I pick a theme?

Dogfooding: Step 1Had wanted to put together (formally) our thoughts on content repurposing for a while.

HOW WE VALIDATED:• Chris speaking at conferences• Twitter reaction• Our own customers

Step #2: Decide What Content Types to CreateBe cognizant of your company’s personas when deciding.

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Two types we almost always recommend:

1. Blog posts

2. Social Media Promotions

We settled on the following content:• Webinar• PowerPoint Slides (upload to SlideShare)• Written Guide• Five Blog Posts• Multiple Social Promotions• Targeted email promotion of the guide• Webinar Invite inclusion in monthly

newsletter

Dogfooding: Step 2

Step #3: Set deadlines for content production• Will help ensure content actually gets produced• Also helps you map out even content distribution

so its not too bunched up

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Dogfooding: Step 3

We felt confident that we could create all content in a month’s time frame.

Spaced content distribution out over a 2 month period (some not published as of this webinar!)

Step #4: Write down your expected Results

This is where the pros are separated from the amateurs. If we set expected results beforehand, we can determine success from failure

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What to keep in mind when setting goals• Failure is OK• Use past data to estimate results• Keep things relative• Pick a specific start and end date

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Dogfooding: Step 4Our goals:• 150 total new names into our system

from all content• Guide: 300 total downloads• Webinar: 200 Registrants• 50 views on SlideShare of our

Powerpoint• 150 Total “Actions” on our Blog Posts

Step #5: Create a Detailed Outline of the core message

From here on out its all about creating the content.

An outline is a great way to collect all of your thoughts on the theme and distribute to various content producers.

-Helps keep everyone on message

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Dogfooding: Step 5• Created a One Page Outline for the

theme• Numbered each part of the outline (1,

2.1, 3.3, etc.) and used those numbers to assign posts

• Everyone involved in the content creation process received this outline

Step #6: Create the Content!Easy to do now because: We know the theme We know the content types to produce We know when it needs to be done We know our expected results We created a detailed outline of the core

message

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Tools you can use to manage the process

• Compendium• Wunderlist• Do.com• Basecamp

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Dogfooding: Step 6

We produced content!All content is produced at the time of this webinar. Release of the content will continue over the next month.

Step #7: Check back on your ResultsYou will lose a tremendous amount of learning about how to get better if you skip this step.

You will likely have some successes and some failures in your theme…and that’s ok

The goal if a piece of content failed is to understand the ‘why’

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But wait…I’ve already created a TON of content, can’t I repurpose that too?

OF COURSE!

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How to determine which content to repurpose

• Blog Posts – Look at analytics

– Look back 3, 6, 9, and 12 months to find popular content at those times

• Webinars – Look at registrations and replays

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How to determine which content to repurpose

• Guides/eBooks/Whitepapers – look at content download numbers– Set a specific start and end time to compare apples

to apples

• Infographics/Visuals – look at ‘virality’ metrics

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Using the Proactive content repurposing steps can apply to Reactive content repurposing as well

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Repurposing Steps• Step 1: Theme picked based on the

content picked

• Steps 2 – 4: Exactly the same as Proactive planning

• Step 5: Distill the content you have created into a core message, then put it in outline format

• Steps 6 -7: Same as Proactive Planning 29

Now you can see that content repurposing doesn’t have to be an afterthought, but should be proactively planned for.

If you do have lots of content already built up, then repurposing can also be easy.

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Questions?

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