Content Business Week — Repurposing Content

Quotes

• “Don’t tell anybody but we have been sitting in the same room for close to two hours talking and we didn’t actually record these pieces of content every day. It’s the big secret here at the MarTech podcast.” -Ben “We’ve published a lot of content, we’re doing two shows on a daily basis and we’ve done it for a couple of years now which a) means my vocal cords are permanently strained and b) we’ve been able to publish episodes every day for a couple of years.” -Ben “It’s you [Ben], keeping with a tight schedule. The secret is not just recording an hour interview and then publishing that as a full piece. Breaking conversations into parts and then even rebroadcasting as we’ve started to do.” -Todd“Some of our evergreen content has been published a year more in the past and we have actually rebroadcast that.” -Todd“This is what I normally call, the Gary Vaynerchuk model. It is the notion of creating big pieces of content and repurposing them and breaking them into smaller pieces of content. I think most people think about this as a social media strategy.” -Ben “When you are thinking about content production and you want to be consistent, and you want to have a content asset that you can develop over time, you don’t have to brute force and create high volumes of long-format content.” -Ben “You can create pieces of content that are shorter form and publish them on a regular basis and people actually consume them more. Attention spans are decreasing.” -Ben “I think it also has to do with the type of content we are delivering. We talk about very specific or nicheteams and so I think that makes sense as opposed to something like entertainment or just a more conversational type of podcast.” -Todd “We start with the raw audio. We upload the full mp3 to a service that generates the full transcripts for us and we have a writer who takes the transcripts, reads through it, and then distills it and pulls out the key points.” -Todd“We start with the bullet points which are the ideas that will be covered, leaving time stamps for people if they want to jump around within the interview and then we end with one of my favorite parts and that’s the quotes. Yasmin pulls out the most pertinent and powerful quotes from the conversation and list that so people can quickly browse through quotes if they don’t listen to the episode.” -Todd “So we use the quotes on our show notes, sometimes we publish them on our social media, they make great tweets sometimes and we are producing what is called a headliner video and it’s a tool that allows you to create a video out of audio content.” -Ben “You can take your content, break it down and start publishing in other channels but that does take time and resources so when we are creating more content and starting to build our short-form content, we have to make sure that the channel where we are publishing it is actually going to drive business results.” -Ben “I think using the newsletter as a way to not only audience engagement but repurposing content. We already have these fantastic insights and expertise from our guests. Pulling out quotes for example and just presenting the quotes in a newsletter as well as maybe top statistics and teasing us with numbers that were in our content throughout the week.” -Todd “As you think about expanding and breaking your content and repurposingit, it takes time and effort. And when you think about content syndication my advice is that this is something that is rife for outsourcing.” -Ben“At the end of the day what we are doing is we are running on a treadmill. We are running and running and producing content, hopefully, high-quality content, every day. Consistency, execution, and being organized to having a strategy in terms of how you are going to monetize, those are all very important parts of running a content business.” -Ben