Content Repurposing

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Repurposing content is all about presenting the same content in a variety of different ways, or using different mediums to present the same content.
The content itself already exists -- the format is just different.

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Content Repurposing

  1. 1. CONTENT REPURPOSING: Sharing Information Across Channels September 29, 2010            From Monologues to Dialogues Listen · Engage · Inspire · Influence
  2. 2. What is Content Repurposing <ul><li>Repurposing content is all about presenting the same content in a variety of different ways, or using different mediums to present the same content. </li></ul><ul><li>The content itself already exists -- the format is just different. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  3. 3. Why Repurpose Content <ul><li>There are a number of benefits to repurposing content, not the least of which is that it allows customers to select the format they wish to access your information. </li></ul><ul><li>Moreover, it allows you to find new markets for your content. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  4. 4. Spanning Channels 10/18/10 Content Repurposing: Maximizing Content Across Channels
  5. 5. A FEW OF THE WAYS YOU CAN REPURPOSE YOUR CONTENT
  6. 6. PowerPoint, Blog Posts & Articles <ul><li>One PowerPoint presentation can be leveraged as content for a series of blog posts or articles. Alternatively, a series of blog posts can serve as the structure for a PowerPoint presentation. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  7. 7. Update Old Blog Posts <ul><li>Blogging has been around long enough that there’s a substantial amount of content that continues to offer value, but is lost in the sheer volume of blog posts. </li></ul><ul><li>With so much information available, social web users typically have a short attention span. If substantial changes have been made to a post since it was originally uploaded, update it and repost it with current supporting references.  </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  8. 8. Press Releases <ul><li>Rewrite formal press releases conversationally as a blog post or article, linking out to relevant resources. Include links to supporting articles, blog posts and resources within the post or at the end as recommended reading. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels Online Press Release Distribution Email Press Release Distribution Print Press Release Distribution Mobile Press Release Distribution
  9. 9. Text to Audio <ul><li>Publishers can convert existing text articles into audio files. Podcasts are the current rage, and many people use their driving commutes to listen. Capture the interest and attention of web visitors by providing audio versions of text documents. This allows visitors a choice of either reading the content, or listening to it. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  10. 10. Interviews <ul><li>If there are people at your organization that give interviews often either because of being pitched in a media relations effort or simply because they have a good profile and are respected in the industry, the responses given in those interviews can be aggregated into blog and/or article content.  </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  11. 11. Twitter <ul><li>Identify the strongest and most compelling statement in your article (160 characters or less) and post it to Twitter along with a link to the mail article. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  12. 12. Facebook <ul><li>Use your content to create an engaging two-way dialogue between you and your fans. Post snippets from your article on the wall, post the article in your notes section, include the link for the entire article. Solicit feedback and make it easy for others to share / forward. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  13. 13. PDFs <ul><li>Provide product manuals and other documentation as both web content and downloadable PDF files. Give web visitors a choice by providing a variety of file formats for tutorials, documentation, and articles, and make sure that one of these formats is a PDF file. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  14. 14. Localize <ul><li>If you target an international market, offer foreign language versions of your website content and documentation. The world is becoming smaller and smaller, and the international markets now open to small businesses have expanded. Breakdown the language barriers to capitalize in new markets. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  15. 15. RSS Filtering & Merging <ul><li>Apply filters to existing RSS feeds, and then merge the feeds into a single filtered feed that contains themed content. This allows webmasters to present content from existing RSS feeds in a different way. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  16. 16. SUMMARY
  17. 17. Keep In Mind… <ul><li>As a percentage of online marketing content creation as a whole, repurposed content should probably never exceed 5% or 10% and it certainly needs to serve corporate messaging and marketing objectives. Over time, the kinds of repurposed content that yield the best results can be tracked and made part of the overall online content development and marketing process. </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels
  18. 18. Contact Us
  19. 19. Contact Us <ul><li>Deb Kennedy </li></ul><ul><li>Chief Multi-Channel Marketing Evangelist </li></ul><ul><li>Channel Neutral Marketing </li></ul><ul><li>Office: 516-922-7887 </li></ul><ul><li>Mobile: 516-983-1617 </li></ul>10/18/10 Content Repurposing: Maximizing Content Across Channels

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