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

Get the most out of your content with these tips and strategies from SEJ Executive Editor Kelsey Jones.

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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
Thinking Outside the Text Box: 6 Ways to Increase the Life of Your Content
What
Happens to
“Dead”
Content?
@wonderwall7#SEJThinktank
Why You
Should
Think
Outside The
Text Box
@wonderwall7#SEJThinktank
Do you repurpose
content?
a) Yes
b) No
c) Planning on it
@wonderwall7#SEJThinktank

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

  • 2. • 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
  • 5. Why You Should Think Outside The Text Box @wonderwall7#SEJThinktank
  • 6. Do you repurpose content? a) Yes b) No c) Planning on it @wonderwall7#SEJThinktank
  • 8. Social Media Images • 87% of the most shared content posts on Facebook are images • Key Takeaways • Statistics • Quotes from cited experts or post author @wonderwall7#SEJThinktank
  • 10. SlideShare <-> Written Content • SlideShare has 159 million monthly pageviews • Dilute Your Content: Summaries of main points URL to white paper in description @wonderwall7#SEJThinktank
  • 11. Repurposing The Same Content SurveyMonkey uses their own product, the survey platform, to create & upload presentations, PDFs, and infographics @wonderwall7#SEJThinktank
  • 13. 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 @wonderwall7#SEJThinktank
  • 15. 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.) @wonderwall7#SEJThinktank
  • 16. Podcasts • Invite experts on your podcast to add insight to blog topics • Recap white papers, studies, blog posts, etc. @wonderwall7#SEJThinktank
  • 18. 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/ @wonderwall7#SEJThinktank
  • 19. Video Publish 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 @wonderwall7#SEJThinktank
  • 20. 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 @wonderwall7#SEJThinktank
  • 22. 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 @wonderwall7#SEJThinktank
  • 23. Content Syndication Take your content and repurpose on a bigger platform, like Tumblr and partner sites, with proper redirects in place @wonderwall7#SEJThinktank
  • 24. If you do repurpose content, what is your favorite way to do so? a) Social media images b) Webinars or podcasts c) Audio or video @wonderwall7#SEJThinktank
  • 26. Let’s Use a Real Example: Nike Social media images and SlideShare with running tips @wonderwall7#SEJThinktank
  • 27. 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 @wonderwall7#SEJThinktank
  • 28. 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#SEJThinktank

Editor's Notes

  1. Publish an Article, E-Book, Blog Post, or White Paper Once…Why Not Repurpose What You Already Have?
  2. Extends the life of your content Increases website traffic and social media engagement and shares: “Interesting content” is one of the top 3 reasons why users follow brands on social media. Decreases costs and increases efficiency
  3. Extends the life of your content Increases website traffic and social media engagement and shares: “Interesting content” is one of the top 3 reasons why users follow brands on social media. Decreases costs and increases efficiency
  4. Dave Goldberg