To hear some “experts” tell it, the key to connecting with today’s aesthetic consumer is to crank out content like there’s no tomorrow. Needless to say, the people giving it clearly didn’t spend yesterday, today or any other day doing consults, performing surgery and running a small business.
The truth is that creating content that people will actually want to read, watch or listen to is no easy feat. Good ideas are hard to come by, fashioning them into consumer-friendly shape is time-consuming and the constant pressure to “feed the beast” can quickly lead to burnout.
The solution isn’t to quit — the experts are right about the need to produce good content — but rather, to work smarter not harder. As discussed last week, you can save time on the front end by curating content by taking material from other sources, personalizing or customizing it and sharing it via your website, blog and social media.
So far so good but it’s even better if you can take that content, or pieces of it, and republish it in a different format or medium. It’s called repurposing and it’s a great way to both extend the shelf life of your content and expand its audience.
The idea is simple, says Salma Jafri, CEO of WordPL.net. People consume information in different ways. What one person might like to see as a video tutorial, another might like to see as a downloadable slide deck. Or a podcast that one person wants to hear on their commute to work might also work as an e-book for those stay-at-home readers who want a rich source of reference.
Given the plethora of digital platforms out there, repurposing opportunities are everywhere. Here a 5 Do’s (and one Don’t) to help facilitate the process:
Do repackage that presentation: If you’ve ever given a presentation, you probably collected a lot of information than you boiled down to a series of bullet points. Reverse the process and every slide you showed can be the subject of an expanded blog post.
Do share that Q&A: Every time you answer an aesthetic consumer’s question via email, rest assured other potential patients are wondering the same thing. The most commonly asked questions are the ones that are likely to interest a larger audience and are therefore well worth a blog post (or two).
Do tweet that post: Twitter is all about snagging someone’s interest with an irresistible hook of 140 characters or less. Somewhere in that blog post is a line that would make a great tweet.
Do record a video: Considering that YouTube is now the second largest search engine on the planet, there’s no arguing with the power of video. Whether it’s a blog post, whitepaper or presentation, you’ve essentially written a script so why not record and upload it?
Don’t just republish: The idea is to reshape your content for another medium and audience, not to regurgitate what you’ve already created. Simply duplicating existing content elsewhere adds no value and may actually diminish, rather than enhance, your reputation as a go-to source for good information.
Simply put, repurposing your content is a great way to avoid the major pitfalls of producing it in the first place: It’s hard, it’s time-consuming and, once you’ve produced it, it’s all too easy to forget all about it. More is not always better (for either producers or consumers) but thoughtfully produced, appropriately repurposed content is never bad. As Derek Halpern of Social Triggers says,
You don’t have to create content, day in, and day out. You just have to work on getting the content you already have in the hands of more people.