Multiply your return on every piece of content

17 replies
I'm a big believer in maximizing the work I do when I create content and I'm constantly preaching that concept to others. Too many people treat their content as an expense but it's not. Content is an ASSET. Assets are things you possess that continue to work for you and go up in value over time. You need to start looking at your content from that point-of-view and making it work for you over and over and over.

Let me share an example of this concept that took place today - and is still taking place:

Colin Theriot has been sharing flash fiction over on Facebook for quite some time. He writes in the 55 fiction style - stories that have all the usual elements (setting, characters, conflict and resolution) but are written in 55 word or less. He just created a FB group for those who have been avidly following his flash fiction posts and want to try the style for themselves.

I submitted my first attempt at this style a couple of hours ago. After posting to the group, I also turned around and posted it to my own timeline so I could reap the benefits to my social media presence.

Next, I took this same story and posted it to a social blogging site that happens to pay me for views to my content. I added a few sentences about the background of the 55 fiction style as well as a bit about how the style can improve your writing.

I put a copy of the above post into a folder for reuse in a future product and that's when the lightbulb went on. This is a perfect example of what I try to teach others about maximizing each piece of content. I decided to share this with my Facebook following as a live example of being able to repurpose content to reach multiple audiences.

It dawned on me that this is also a concept that people here on the forum have asked me about, which brings me to this post. This makes 5 times that I have or will repurpose this content - and it all took less than 30 minutes. And I'm not done, as I can think of several other ways that I might reuse this content in the future.

Are you treating your content like an asset or an expense? What other ways have you repurposed content? With content such an important part of almost all of our businesses, I think this could be a very helpful discussion, particularly for newer marketers.

Oh, and in case you are wondering, here's the 55-word story I originally wrote:
The Good Wife

Dinner put away and kitchen cleaned, I sigh as I look at the footprints trailing from door to couch. I can't stifle the yawn as I make up his lunch.

“Why so tired?” he said. “You don't work.”

I cleaned the gun before putting it back in the closet. A wife's job is never done.

#content #multiply #piece #return
  • Profile picture of the author AntonioSeegars1
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    • Profile picture of the author DaveHughes
      And the thing to remember is this applies to ALL of your content.
      • Audio can be repurposed into blog posts, podcasts and videos
      • Graphics can be repurposed into videos, blogs and social media postings
      • Videos can be repurposed into podcasts (using just the audio), blog posts, and social media

      And that's not even mentioning using them all in some form on things like forums.

      Great advice, Tina!
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      • Profile picture of the author Tina Golden
        I completely agree, Dave. I think it's short-sighted not to have a transcript of every video or audio you produce. Once you have that, it is so easy to repurpose.
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  • Good post and cool story, Tina. I wasn't familiar with flash fiction either, but I like it.

    Interested in your thoughts on a repurposing tactic I'm currently considering.

    I've built quit a bit of credibility on a niche forum and just recently launched a blog in answer to popular demand. I've been writing some good content but was also thinking of repurposing some of my longer, more valuable forum posts by turning them into articles and fleshing them out more before posting them on the blog.

    With these articles, however, I'd include a notice at the top that it started out as a forum post they may have read before. Just so people who wanted new material didn't get irritated when they realized it was something they'd read. I'd also include an invitation to sign up for my list so they can get notified only when completely new pieces go live.

    The forum owner has said before that anyone who wishes to use their posts for something off-forum is more than welcome and that he has no interest in claiming ownership to their content. I'd double check with him just to be sure, but it looks like I'm covered there.

    And I'm not too worried about traffic from Google, as my main sources will be a collection of authority blogs in the niche who have invited me to contribute.

    Obviously, the reason this could work for me is because I already have a small following, which isn't the case with all blog launches. But any thoughts?
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  • Profile picture of the author Rod Cortez
    What other ways have you repurposed content?
    With content, you are only limited by the imagination.

    I remember many moons ago one of my subscribers to one of my free newsletters had asked me if there was any way he could get any of my "past" issues. In fact, he stated he would gladly pay a nominal fee if he could get all of them.

    So I grabbed all my past e-zine issuse and put them together in a PDF format and sent to him for free. He then sent me $20 dollars via Pay Pal. I realized that I could take that content and re-release it as a report or add / modify some content and turn it into an ebook.

    Well, that ebook started out at 120 pages and a decade later it's now over 400 pages (still selling strong) and guess what? I'm turning it into a membership website where I'll also be adding video and podcasts.

    But all of this content originally came from all my e-zine broadcasts that I send out about once or twice a week over the years.

    RoD
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    • Profile picture of the author Ian Jackson
      Repurposing or multi-purposing is taught by my IM coach - it's a great approach, and I mention it on one of my sites too
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  • Profile picture of the author Marco Moeschter
    I use my content in different ways.

    Most of the times I write an blog post and do also an video for it plus I use the video or the slides (when I done a screenshare video) and post it to slideshare.

    The same goes for my email. I take them and post some of them here on the forum to help or inspire warriors then I take them and post them on my fanpage and make again a video out of it which I also can use again on slideshare.

    Viola one idea and 4-5 ways to use the content afterwards.
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    • Profile picture of the author Tina Golden
      Originally Posted by Superior Content Creation View Post

      But any thoughts?
      I think you're on the right track. I have a folder on my hard drive where I put a copy of my forum posts, for easy re-use later. Anytime I post a particularly detailed response on a forum or if I like a turn of phrase I used, I put a copy in this file.

      If you're adding to the post, I don't see the need for you to add a note, though. Chances are the majority won't have seen any given post.
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      • Profile picture of the author Bradley McK
        I agree with your post. I enjoyed the flash fiction also, but I have to ask...did your husband read it? I'd be scared. :-)
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  • Originally Posted by Tina Golden View Post

    "I'm a big believer in maximizing the work I do when I create content and I'm constantly preaching that concept to others."


    "What other ways have you repurposed content? With content such an important part of almost all of our businesses, I think this could be a very helpful discussion, particularly for newer marketers."
    Tina: Can you offer any wisdom on this practice regarding content you sell, aside from writing an additional article on the same topic (research once, write multiple times)? For those that sell their words, how can we write/sell once and then continue to generate revenue since the buyer now owns the copy and likely doesn't want the same content populated all over the Internet in Slideshare presentations, videos, etc. Thanks for this reminder to make your muse work for you!
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    • Originally Posted by GhostBloggerForHire View Post

      Tina: Can you offer any wisdom on this practice regarding content you sell, aside from writing an additional article on the same topic (research once, write multiple times)? For those that sell their words, how can we write/sell once and then continue to generate revenue since the buyer now owns the copy and likely doesn't want the same content populated all over the Internet in Slideshare presentations, videos, etc. Thanks for this reminder to make your muse work for you!
      You are a ghostblogger. The very word implies that the content you write for others is not yours to reuse and make money on elsewhere. If you want to increase your revenues, offer the client upsells.

      But do not reuse the content you create for them!

      Not to be rude, but you should be 150% clear on this if you consider yourself a ghostblogger. And a post like this doesn't reflect very well on your business.

      If it helps, think of each piece you write as an opportunity to enhance your skills. Also, look for clients that will pay you but still post the work in your name, so you can market yourself and write at the same time. You can then at least get some "reuse" out of these pieces by alerting people on social media and your blog that a piece you wrote just went live and then give them a link to it.

      I guess another way to get more out of these pieces is to add them to your portfolio, as long as the client isn't against that.

      Meanwhile, start working on some of your own projects on the side so you can get away from freelancing if you want to make your writing more leveragable. It's just a trade-off every freelancer makes when they decide to sell services - faster payout but not exactly building assets.

      Note: forgive me if I misconstrued what you were asking.
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      • Originally Posted by Superior Content Creation View Post

        You are a ghostblogger. The very word implies that the content you write for others is not yours to reuse and make money on elsewhere. If you want to increase your revenues, offer the client upsells.

        But do not reuse the content you create for them!

        Not to be rude, but you should be 150% clear on this if you consider yourself a ghostblogger. And a post like this doesn't reflect very well on your business.

        If it helps, think of each piece you write as an opportunity to enhance your skills. Also, look for clients that will pay you but still post the work in your name, so you can market yourself and write at the same time. You can then at least get some "reuse" out of these pieces by alerting people on social media and your blog that a piece you wrote just went live and then give them a link to it.

        I guess another way to get more out of these pieces is to add them to your portfolio, as long as the client isn't against that.

        Meanwhile, start working on some of your own projects on the side so you can get away from freelancing if you want to make your writing more leveragable. It's just a trade-off every freelancer makes when they decide to sell services - faster payout but not exactly building assets.

        Note: forgive me if I misconstrued what you were asking.
        You are forgiven. Not to be rude, but yes, you definitely misconstrued what I was asking (that's why I included the sentence "since the buyer now owns the copy and likely doesn't want the same content populated all over the Internet in Slideshare presentations, videos, etc." in my question. I'm very aware that a client 100% owns the content I've written for them. I wouldn't even feel comfortable creating visual presentations on sold content nor adding it to my portfolio. My question to Tina was for her thoughts on additional ways to make the most of a ghostblogger's research ("aside from writing an additional article on the same topic") to in her words "multiply your return on every piece of content".

        I do appreciate your feedback regarding up-selling clients on additional services. Unfortunately, not every client relationship allows the up-sell opportunity. Side projects are taken care of, and have no desire to move away from freelancing. The trade-off to the unpredictability of freelancing is the freedom it offers and the ability to call the shots on one's own direction. I'll take freedom any day. Again, I do appreciate your feedback.
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        • Originally Posted by GhostBloggerForHire View Post

          You are forgiven. Not to be rude, but yes, you definitely misconstrued what I was asking (that's why I included the sentence "since the buyer now owns the copy and likely doesn't want the same content populated all over the Internet in Slideshare presentations, videos, etc." in my question. I'm very aware that a client 100% owns the content I've written for them. I wouldn't even feel comfortable creating visual presentations on sold content nor adding it to my portfolio. My question to Tina was for her thoughts on additional ways to make the most of a ghostblogger's research ("aside from writing an additional article on the same topic") to in her words "multiply your return on every piece of content".

          I do appreciate your feedback regarding up-selling clients on additional services. Unfortunately, not every client relationship allows the up-sell opportunity. Side projects are taken care of, and have no desire to move away from freelancing. The trade-off to the unpredictability of freelancing is the freedom it offers and the ability to call the shots on one's own direction. I'll take freedom any day. Again, I do appreciate your feedback.
          Okay, my bad. I'm sure you've seen some of the posts by newer writers around here...you never know what people are going to post next.

          By moving away from freelancing, I mean moving towards your own products, etc. I agree with you on the freedom and ability to call your own shots making it all worthwhile. I'm a full-timer too.
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  • Profile picture of the author Sean DeSilva
    Content repurposing it is crucial, it's how Disneyland makes a fortune with a fairly limited amount of content assets. I use a tool called HootSuite to distribute all my content across all the social networks.
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  • Profile picture of the author Janice Sperry
    Am I the only one that checked? Yes, your flash fiction was exactly 55 words. Great job Tina. I had never heard of flash fiction. I was hooked on writing Haiku's in high school but I think this would be even more interesting.

    Very helpful suggestions on reusing content.

    This is my first flash post.
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  • Profile picture of the author billspaced
    Repurposing content is another way of saying "maximizing content". It's about leverage and efficiency.

    But you knew that

    So do you have a system for "it"? What's it look like. Tina alluded to a method.

    Here's what I do (and I don't do it like this every time, by the way). But the first few steps are indicative of a system for distributing content. An ebook available on the WF is forthcoming

    Write a blog post. Make it into a presentation. Contrary to the usual "less is better" in Powerpoints (because less is better in the corp world), copy it word for word, or at least catch the highlights. Reason? You're going to be posting this presentation on Slideshare and that site's visitors love text. (Funny huh?)

    Now, take that presentation and READ it in Camtasia; make it into a video that you post on YouTube.

    Strip out the audio and make it a podcast. Put it on iTunes.

    Take the YouTube video and Slideshare presentation and edit your original blog post. Now you have 2 forms of rich media, along with any images you inserted in the blog post, plus text.

    You will appeal to more readers this way - some like to read, some to watch...and you'll keep them longer. That's a good thing. Make sure you link to other "related content" on your site to keep them there even longer and reduce your bounce rate.

    Then, make sure you distribute your content (some might say "curate your own content") on Facebook, Google+, LinkedIn, and Twitter, among others (Pinterest, Tumblr, etc.). Don't copy it - link to it and add commentary.

    Remember, all roads lead back to your web site. Always.
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    Bill Davis
    Chief Marketing Officer, SoMoLo Marketing

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  • Profile picture of the author Bill Arnold
    Great Advice, thanks so much for sharing this.
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  • Profile picture of the author shohankabir
    Great story in such a little space...
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