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Win at Content with Content Repurposing

Gary Vaynerchuck recently shared his 86 slide content repurposing slidedeck. I thought it would be great to see what a lower scale version of this looks like for small business owners. So in this episode, we explore content repurposing, and how you can do it with as much or as little effort as you need to. 

I take you from start (audio, video, or blog post) to finish (many different types of micro content). This technique can save you so much time! Let me know what you think!

Here’s the podcast episode:

Or if you’d rather watch the video:

And here’s the transcript:

Hi, I’m Ruthie Bowles, owner of Defy The Status Quo, and you’re listening to an episode of The Defiant Business Podcast, your 10-minute shot of business knowledge. You don’t have a lot of time and I’m not going to waste it. So we’ll jump right into it. 

Today we’re going to talk about content repurposing. 

So I was taking a look at GaryVee‘s 86-slide playbook on content repurposing. It was about how his team takes a big piece of content that he’s created, and they repurpose it into a bunch of other types of content.

That’s what repurposing is. Content repurposing is when you take one piece of content and you turn it into something else.

It’s still the same content, but you’re reusing it in a different format. He said, in a Linkedin post, that this is something he can do with a team. So that’s not necessarily the level of effort one would expect from a small business owner if that’s what you are.

But I was looking at it and I was thinking that small-business owners or small marketing departments might struggle to take that 86 slide playbook, and translate it into something that they could do. Especially since their business isn’t content. So that’s the inspiration for today’s post. 

Doing Content Repurposing on Your Own

What does it look like when you do content repurposing without a team? When you’re on your own. Maybe you have a virtual assistant or a couple of junior employees who could potentially take some of these tasks on. Regardless, it’s either you or a small team. That’s what we’re looking at. And I can tell you this because that’s my experience. It’s me and my virtual assistant, basically. 

Typically, the way that we used to do this was that I would write a blog post, and we would repurpose from there. But Christoph Trappe, who I’m connected with on Linkedin and Twitter, had tweeted about podcasting and how he uses it. We were going back and forth, and he was telling me how he would use it to brainstorm ideas for a later blog post, talk about things and sort them out. And I thought that was a fabulous idea.

Not to mention, it can be easier to record audio or record a video, than it is for people to write something down. And so, that was another nudge I got in the direction of doing a podcast. 

Repurpose Podcast Content

So we’re going to start this from the same point. Let’s say you record some audio, or you record a video. It’s not to say you have to publish the audio or video. But if you know you can record five minutes of yourself talking, and turn that into a blog post, then you’re more likely to commit to a few minutes of talking.

It lowers the level of effort required, and you’re more likely to get those important marketing tasks done. 

Let’s say you’ve recorded a piece of audio or video, and you take it and you turn it into a transcript. I use a program called Designrr (I’ll include an affiliate link) to make our transcripts. After that, my virtual assistant will go through the transcript and clean it up. That saves me a ton of time because I don’t have to do that part.

Time for the Blog Post

The next step is creating a blog post. So you’re taking the audio/video, and turning that into a blog post. Sharing the audio/video publicly would be great too because that’s another piece of content that can circulate online.

We’ve cleaned up the transcript, and now it’s ready for me to go back in and add additional content as necessary. For me, I publish my audio and videos, so I want to add that extra content. That way, when readers go to the blog and they see this post, they’re not just getting the same thing that they could have gotten for listening or watching.

Although it’s important to note that there are many people who prefer to read because they can read faster, as opposed to watching or listening. I’m actually one of those people. 

After all of that, my VA, Sílvia, will go through the post and we’ll decide where we want to add pictures. And then, you’ve got your blog posts ready to go. 

Identifying Microcontent From Your Podcast or Blog

You can go ahead and publish it or not, but now you’re going to identify areas that you can turn into other pieces of content. Microcontent is what Gary Vee called it, and that’s the perfect term for it. 

So what we typically do is, either myself or my VA, will go through and highlight thought-provoking sentences and statistics that we used in the post.

Next, we turn those into images. They’re basically quote images. It might be a quote image over a nature background, or it might just be a white image with a gold trim. That’s one of the ones you’ve probably seen. 

If you follow me on other social media channels, we also go back to the audio/video and take 10 to 60-second clips. So the quote images and the audio/video clips can all be scheduled onto social media platforms. 

Don’t Be a Link Dumper!

However, you’re not done, because you need to include a link to whichever primary piece of content you want to route to when you share it on social media. If you share the link alone, we call that link dumping.

We’ve designed this image or we’ve got this little clip from the video/audio, here’s the link. You want your social network to click through, so you just drop it in Linkedin, Instagram, Twitter, Facebook, etc. That’s link dumping, and it doesn’t do much by itself. 

Expanding Your Podcast Content on Social Media

Your next step is to create a post that talks specifically about what you’re sharing. That could be going a little bit deeper on that particular statistic or quote that you pulled from your posts, or just telling a story about why that statistic was important.

You want to do something a little bit unique. You don’t have to write a whole book about it, because you’ve already done the blog post. But you want to add value there.

I like to end with a question, just to see if people want to engage with me. So if I was doing a quote for content repurposing, my question might be “Have you tried content repurposing? Do you think you’ll try content repurposing now?” You give them an opportunity.

You don’t necessarily want to ask a super hard question because the level of effort will indicate how likely someone is to engage with you. But the key after that is creating those thoughtful social media posts and you link back to your primary content. Then people have an opportunity to come back to your website. It also tells you how effective you were.

Audience Engagement

But don’t forget your website stats aren’t the only ones to watch. Your social media stats are too. If they listened to the audio, watched the video, or commented on the image that you’ve shared, comment back.  It’s an opportunity for engagement. Even if they don’t click the link to go to your site, that engagement is still valuable.

That’s an opportunity for you to engage with your network and show them that you care about what they’re saying, even though they didn’t go to your website.  Engage wherever your clients or customers are. That is one of the keys to being accessible.

Here’s a great example of people engaging on social media, but not on the site. I published a blog post and shared the link with my LinkedIn network. The post got great engagement and a high number of views! But my page stats for that post weren’t all that high. More people engaged on the post, and many didn’t click over to my site. That doesn’t mean that my post wasn’t effective though! Here it is:

At the time that I wrote this up, the post had 24 reactions, 44 comments, and almost 1400 views. I’m not a mega-influencer on LinkedIn, but this is a great performance for me!

People I wasn’t connected with also responded, and the post got great visibility. It’s all about relationship building. I made sure to respond to every single comment because it makes me happy that people took the time to give me their opinion.

Content Repurposing Is Scalable

As you can see, I’m incredibly passionate about content repurposing. I think the way that I described it here is something that’s a lot more achievable for small-business owners or companies with small marketing departments.

Even if you have a large marketing department, I would recommend you start small and scale-up. That way, you’re more agile and can adjust fire as needed. You don’t want to orchestrate a huge effort only to find you’ve made a critical mistake.

Whether you’re a solopreneur, a freelancer, a business owner with a couple of employees, this method is something you can do. And you could do it bare bones if you needed to. You could do audio/video, transcript, blog post, quote images, boom.

No audio or video clips, whatever. So you could just do it in those three phases. The point that Gary made was that it’s scalable. You can do as much or as little as you need to do, but it’s easier to put effort into one piece of content and then make that content digestible on other platforms. 

So as I said, I’m Ruthie, owner of Defy The Status Quo, and you’ve listened to an episode of The Defiant Business Podcast, your 10-minute daily shot of business knowledge. I hope that you got something out of this episode on content repurposing. If you did, feel free to leave a comment wherever it is that you’re engaging with right now. Until next time.

P.S. In case you want to see it, here is Gary Vee’s model: