Think Outside the Textbox: 6 Ways to Increase the Life of Your Content by Kelsey Jones - #SEJSummit New York City

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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

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What
Happens to
“Dead”
Content?
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Why You
Should
Think
Outside The
Text Box

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Social Media Images
• 87% of the most
shared content posts
on Facebook are
images
• Key Takeaways
• Statistics
• Quotes from cited
experts or post author
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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
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Repurposing The Same Content
SurveyMonkey uses their own product, the survey platform, to
create & upload presentations, PDFs, and infographics
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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
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*http://goo.gl/OBbuCe

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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.)
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Podcasts
• Invite experts on your podcast to add insight to blog topics
• Recap white papers, studies, blog posts, etc.
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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/
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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
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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
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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

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CONTENT SYNDICATION
Take your content
and repurpose on
a bigger platform,
like Tumblr and
partner sites, with
proper redirects in
place

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Let’s Use a Real Example: Nike
Social media images
and SlideShare with
running tips

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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

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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

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Linkedin/in/kelseychildress
+KelseyJones