Thinking Outside the Text Box: 6 Ways to Increase the Life of Your Content

• 8 years of marketing and PR experience• 11 years of journalism and editing

experience• Responsible for SEJ’s entire content strategy

to drive traffic & increase community engagement

@wonderwall7#SEJThinktank

What Happens to “Dead” Content?


Why You Should Think Outside The Text Box


Do you repurpose content?

a) Yesb) Noc) Planning on it


Social Media Images• 87% of the most shared

content posts on Facebook are images

• Key Takeaways• Statistics• Quotes from cited experts

or post author


SlideShare <-> Written Content• SlideShare has 159 million

monthly pageviews• Dilute Your Content:

Summaries of main points

URL to white paper in description


Repurposing The Same ContentSurveyMonkey uses their own product, the survey platform, to create & upload presentations, PDFs, and infographics


Audio Transcription• Mixing learning

mediums up can increase attention span, according to NPR*

• Transcribe your content for more accessibility

• Also consider transcribing video interviews and podcasts to text

*http://goo.gl/OBbuCe


Podcasts, aka On-Demand Audio

• We are the “Netflix generation”

• Podcasts make up almost 26% of ALL AUDIO listened to on audio devices (car, phone, etc.)


Podcasts• Invite experts on your podcast to add insight to blog topics

• Recap white papers, studies, blog posts, etc.


Over 78% of all U.S. internet users watch

video. That’s almost 196 million viewers.

*Source: http://www.statista.com/topics/1137/online-video/


VideoPublish FROM Video• Interviews that are

turned into blog posts• On-Demand Audio

Versions• Gifs of interesting

insight• Breaking Industry News NewEggTV has over 408,000 subscribers and

different bloggers as hosts


Video

Walmart has over 86,000 YouTube Subscribers

Publish TO Video• Discussions of long-

form posts• Explaining key topics• Turn long-form into a

presentation


Content syndication can bring up to 180% more email subscribers, as well as

increased traffic and social media engagement.

http://searchenginewatch.com/sew/how-to/2345534/should-you-syndicate-your-blog-to-get-more-traffic-leads


Content SyndicationTake your content and repurpose on a bigger platform, like Tumblr and partner sites, with proper redirects in place


If you do repurpose content, what is your favorite way to do so?a) Social media

imagesb) Webinars or

podcastsc) Audio or video


Let’s Use a Real Example: Nike

Social media images and SlideShare with

running tips


Let’s Use a Real Example: Nike

• Do audio and video interviews with the runners

• Give exclusive video content to bloggers for them to republish


Think Outside The Text Box:3 Takeaways

1. Convert written content into different formats (or vice versa) to extend the life of your content

2. Publishing in different formats can increase user attention span and interest

3. Consider on-demand audio and partnering with other publishers to make your content go further


@wonderwall7

Linkedin/in/kelseychildress

+KelseyJones


Thinking Outside the Text Box: 6 Ways to Increase the Life of Your Content

Marketing

Transcript of Thinking Outside the Text Box: 6 Ways to Increase the Life of Your Content