Event: SEJ Summit London Hosted by Searchmetrics Beyond the Publish button: Kelsey demonstrates techniques to wring the most value out of your best content by re-purposing and leveraging multiple channels and media.

2. Sebastian Wenzel, Webanalyticsbook
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3. #SEJSummit
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• 7 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

5. #SEJSummit
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What Happens
to “Dead”
Content?
@wonderwall7

6. #SEJSummit
#Searchmetrics @wonderwall7
Why You
Should Think
Outside The
Text Box

8. #SEJSummit
#Searchmetrics
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

10. #SEJSummit
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SlideShare <-> Written Content
• SlideShare has 159 million
monthly pageviews
• Dilute Your Content: Summaries
of main points
URL to white paper in
description
@wonderwall7

11. #SEJSummit
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Repurposing The Same Content
SurveyMonkey uses their own product, the survey platform, to create & upload
presentations, PDFs, and infographics
@wonderwall7

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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
@wonderwall7
*http://goo.gl/OBbuCe

15. #SEJSummit
#Searchmetrics
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

16. #SEJSummit
#Searchmetrics
Podcasts
• Invite experts on your podcast to add insight to blog topics
• Recap white papers, studies, blog posts, etc.
@wonderwall7

18. #SEJSummit
#Searchmetrics
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

19. #SEJSummit
#Searchmetrics
VIDEO
Publish FROM Video
• Interviews that are turned into
blog posts
• On-Demand Audio Versions
• Gifs of interesting insight
• Breaking Industry News
NewEggTV has almost 398,000 subscribers and different
bloggers as hosts
@wonderwall7

20. #SEJSummit
#Searchmetrics
VIDEO
Walmart has almost 68,000
YouTube Subscribers
Publish TO Video
• Discussions of long-
form posts
• Explaining key topics
• Turn long-form into a
presentation
@wonderwall7

22. #SEJSummit
#Searchmetrics @wonderwall7
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

23. #SEJSummit
#Searchmetrics @wonderwall7
CONTENT SYNDICATION
Take your content and
repurpose on a bigger
platform, like Tumblr
and partner sites, with
proper redirects in
place

25. #SEJSummit
#Searchmetrics @wonderwall7
Let’s Use a Real Example: Nike
Social media images and
SlideShare with running
tips

26. #SEJSummit
#Searchmetrics @wonderwall7
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

27. #SEJSummit
#Searchmetrics @wonderwall7
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

28. #SEJSummit
#Searchmetrics @wonderwall7
@wonderwall7
Linkedin/in/kelseychildress
+KelseyJones