Thumbnail The Concept of Content Repurposing

In this blog I want to introduce you to the concept of content repurposing that will help you get the most out of your content when you're developing your digital marketing and social media plans. 


When you create your content marketing strategy and you're crystal clear on what you want to say and who you want to say it to and on what channels you can reach your target audience, the next thing that you need to do is to create the content this is where repurposing comes in. 


Now you and I both know that content creation is probably one of the most time consuming aspects of digital marketing. 

It's probably also where a lot of the frustration and the gaps happen because people aren't motivated to create content or they don't really understand how to repurpose it. ‘


So what I want to share with you today is to try and get the most out of long-form content and starting with video. 


Video is a very rich form of content, why is that? 

Well because we have video, we've got audio, we've got pictures, you can actually see the person or you see animation, you've got movement. 

So highly highly engaging. 


But also from video you can export an audio file and you know that audio is growing in prominence and it is becoming very engaging among the public, think about podcasts, think about audio tweets, think about clubhouse, think about Twitter's consideration for introducing its own audio rooms. 


Audio is very easy to consume, you can multitask, you can be in the car, you can be on public transport, you can be exercising, you can be undertaking housework, you can actually dual screen. 

So audio as a type of content is something that you really need to think about because of its accessibility. 


Then finally we can turn video content into long form text content. 


I used to be a broadcast journalist and one of the earliest things that I learned in my career, 20 years ago now, is that we generally speak at three words per second, so for every minute of audio or video content we're actually getting 180 words. 

Google recommends that you publish an article or a blog post on your website minimum length 300 words, so by actually speaking for two minutes you get 360 words. 


So there you go, video is high value in digital marketing.


That's our starting point, we start with video, we export the audio from the video and we use it for audiograms, we use it for perhaps podcasts or you can also embed audio sound bytes from SoundCloud for example into your blog post. 


Then we think about text. 

Text as I mentioned is very rich for search engine optimisation, but not only are you getting 360 words for example for a blog post or an article on your website, you're also getting valuable text to create graphics, to create social copy, to create email marketing copy, to create advertising copy. 


Strong copy is needed for social media and digital marketing success. 


I think that the stream of consciousness from the brain to the mouth, is the most riches that we have, and that's why I always recommend starting with video. 


You can also cut your videos down, so let's say you're doing a video of five minutes, you can then take out, you can time stamp great sound bites, so take about 30 or 40 seconds and then you can cut them down into short video sound bites that you brand and then you put across social media. 


Another thing that you might want to do is then to create stories so actually describing the video that you've created, signposting people maybe to your grid, to IGTV or even to your youtube channel and going front of screen, video is very rich. 


You can also then use that long form content to inspire you to create quote graphics, explainer videos, the list is absolutely endless. 


So my tip for you today is to think about your content plan, what are the key messages?


Start with long-form video content, export the audio, think about text, and then recreate for social. 


In order to help you with repurposing, you will need a system and you also will need tools, apps and software, these are low cost but they're high impact. 


If you want to master content repurposing and learn about all the tools and the software and the apps that I use, why not consider taking our accredited professional diploma in social media for government and public sector, you can get the link to the course below;


Joanne Sweeney

Public Sector Marketing Institute

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