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How To Maximise Your Results With Repurposed Content with Amy Woods

This week’s episode is a practical episode, with lots of incredible tips from Amy Woods, an expert in repurposing content. In her business, Content 10x, Amy takes a core piece of content and ensures she maximises it to its full potential. Whether your core piece of content is an article, a video or a podcast, Amy shares her top tips for creating various other pieces of content alongside it, without taking up too much of your time. If you’re looking to put more content out into the world, this is definitely the episode for you.

KEY TAKEAWAYS COVERED IN THE PODCAST
  • Repurposing content is split into two different sides – promoting your core content and then taking the message of your core content and communicating it in various different ways.
  • You should be promoting your content in various different ways. Whether that’s a teaser image, a launch post, a reminder post or various different posts throughout the launch period. Sharing your own content is never a bad thing, especially if you’re getting a conversation started.
  • Having longevity in your repurposing strategy is valuable. This means thinking about SEO and search queries for Google, YouTube and other popular platforms.
  • The lifespan of Tweet is 18 minutes, so don’t worry about scheduling lots of your own content. Not everyone is going to see it.
  • You need to look at the existing resources and the skills that you have, thinking about what steps you can add to your content creation processes that would allow you to repurpose content easily.
  • If you don’t think you have the time to repurpose content, you may want to consider outsourcing it to someone else.
  • Blog posts are one-dimensional, which often makes it hard to repurpose. When it comes to your copy, however, this is something that can be shared in various different places. From sharing it on LinkedIn to using it on Instagram Stories, it’s an easy jump. If it helps, create some graphics using Canva.
  • If you’re looking to make a video or podcast out of a blog post you have written, you can use the post as a way to structure any further content you make.
  • Lumen5 is a great way to repurpose your blog post into a video. The software will pull out the main points of your blog post, making a video for you.
  • Live video is a great starting point when it comes to content as it’s an experience for your followers, helping you to build a community. It gives people access to you and it’s authentic content.
  • If you have published a live video, you can extract the audio and potentially use it as a podcast episode.
  • Write key discussion points from your videos and turn them into a blog. The same applies to podcast episodes when you’re creating show notes.
  • When creating a podcast, you may also want to consider having a transcript.
  • If you’re talking about visual content in a podcast, it helps to have visual content that goes alongside it. This could be a content upgrade and lead generation tool.
  • Repurposing content doesn’t necessarily have to be breaking down content, but it could be building it up too. For example, you could turn 10 blog posts into an eBook.
  • When it comes to repurposing content that people have paid for, you need to be as transparent as you possibly can. Whilst you can’t give everything away, there are ways in which you can share some of the information you’re using in paid content. In a sense, you want to create a sense of FOMO.
THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…

Although you may feel like you don’t have time, you need to think about whether or not your schedule is too tight. You should have time to repurpose, so make sure you’re making time for creating new short-form content that is based on the long-form content you’re already producing.

HIGHLIGHTS YOU SIMPLY CAN'T MISS
  • Introducing Amy – 03:59
  • How Often Should I Be Posting My Core Content? – 07:01
  • Having Time to Repurpose Content – 15:30
  • How to Repurpose Your Blog Content – 21:36
  • How to Repurpose Your Video and Podcast Content – 30:51
  • How to Repurpose Content from your Membership, Speaking Opportunities and Courses – 43:56
Transcript below

 

Hello, good morning, and a very warm welcome to today's episode. How are you on this wonderful day? I hope it's wonderful. I don't know about you, but the beginning of the year has felt a little bit tough, a little bit hard-going. I was talking to someone yesterday and talking about the weather, as you do because we're British, and saying that in the UK, it's just grey. I don't mind it being cold. I actually quite like it being a bit frosty, because at least then there's a blue sky, but just it's been really grey. So yeah, I think that's had a really big impact on my mood and how I felt. Anyway, I'm thinking more positively today and ignoring those grey skies and being much more upbeat. Which I am generally upbeat, I have to say. But occasionally, it just feels a bit much these dark nights, and dark mornings, and rubbish weather. So roll on some sunshine.

And this year, I'm not going to Social Media Marketing World, which I have been to for the past four years and I've been in San Diego in March, which I have to say is always lovely. Because one, it's my birthday at the end of March, so that's always nice to have a trip close to it. But also, so I have actually spent quite a few of my birthdays in the states. But also, having a bit of sun in March is heaven. And I remember … Oh, I don't want to think about it, actually. I remember sitting by the bay, looking at the boat, drinking a cocktail and, oh gosh, if only, if only. Anyway, I'm focusing on growing the academy, which is why I'm not doing as much travelling. Although saying that, I have got a few things planned in for later in the year, so that should be fun.

Anyway, anyway. On with today's episode. So this one's a really good one. I think you're going to love it, because when I look at my podcast stats, which I do far too often, by the way. The stuff that is really practical content stuff tends to go down brilliantly and actually they tend to have some of my highest episodes. And this one is exactly the same. So this one is an interview with the very lovely, Amy Woods, from Content 10x, and she is an expert in repurposing content. So what she does in her business and for her clients is she will take their content and create loads of different content out of it. Whereas we had the lovely, Natalie, talking about how to make the most of your content in the sense of once you've created it, where to put it, what sort of things to say about it.

This is if you've got some core content, like a video or a podcast, how can you then turn that into loads of other bits of content so that you're really maximising your effort of that one core bit of content? But like I said, Amy's an expert on this. She actually has a podcast talking about this. I was a guest on it a little while back. I'll link up to all this in the show notes. And I don't know how she talks about it all the time, because to have a podcast where you just talk about content repurposing, it's amazing. She's got loads of ideas. So well done to her on that front, because like I said, I don't know that I could do a podcast on that every single week. I would run out of ideas fairly quickly. But anyway, she's fab. I think you're going to really enjoy today's episode. So I am not going to waste anymore of your time and I'm going to let you jump straight in.

 

Introducing Amy

 

So I am really excited today to welcome my guest, the very lovely, Amy Woods. Amy, how are you?

I am very good, thank you. Thank you for having me on.

No worries whatsoever. I should just say, we've just spent the last 45 minutes chatting and then realised we really need to get on with this podcast episode. So we've had a lovely catch up. Amy, in case my audience don't know who you are and haven't come across you and Content 10x before, please just give us a really brief overview of who you are and how you got to do what you're doing today.

Yeah. So, I run a business called, Content 10x, and we're a creative agency, basically, that specialises in repurposing content. So we work with small businesses predominantly who embrace content marketing, so they'll have podcasts, create video content, live streams, that kind of thing. And we repurpose content as a service, essentially. So we're an agency consisting of copywriters, graphic designers, video editors, podcast editors, and content publishers and NQA review, etc. And we offer that as a service to businesses so that they can focus on core quality and then focusing on running the business and lots of content gets repurposed. And then also have podcasts, like [Sophie 00:05:18] had been on it a few weeks ago just saying how brilliant that episode was and how it's been one of the most downloaded episodes of [crosstalk 00:05:24]-

Nice, so awesome.

Yes, it's awesome. And blog. And I had my blog come out recently. So anything in the world of content repurposing is what I'm all about, basically.

And that's awesome. Because, one thing I never did, and we just briefly talked about this previously, is I never niched down. Now I don't feel like I could or I want to, because I like doing bits of everything. But I love the fact of when you think about running a business and being niche, this is really niche, isn't it?

Yeah.

But, it's something that, A, people aren't doing enough. And B, it doesn't need the business owner to do this. Once you've created that core bit of content, you just need a process. So, a few weeks ago, just so my audience aren't listening to this and thinking, “Oh hang on, we've done this.” A few weeks ago I had Natalie on and Natalie talked about creating content, but she talked about a process as you are creating it. So she talked about … And I'll link up to this in the show notes, but she talked about obviously if you're doing a video, how'd you get it on YouTube, what are some things you should do. So that we're not talking about this, we're talking about once that video is out there, or that podcast is out there, or that blog is out there, how can you make the most of it?

 

How Often Should I Be Posting My Core Content?

 

Because actually, this is kind of the thing that we create, and you and I know this for sure as podcast hosts, so much content. Seriously, if let's say you did even half an hour an episode and we're … By the time this comes out, we'll be over, I think, maybe just under or over 100 episodes. That is a hell of a lot of content. So how do we make the most of it all the time? So let's start right at the beginning. Let's say I've just done a podcast episode now and I've put it out, talk to me about how many times I should be posting it, or what I should be doing with it the minute I put that out before you then repurpose it for other things?

Well, I think … Yeah. So, I think there's two sides to the repurposing, because there's the promotion of the core content. So you've got the podcast episode and you're wanting to create spin-off content and additional content to promote and market that piece of content. And then there's the other side, which is just seeing it as, content is a message being expressed in a particular format in a particular place, so let's see how we can take that message and turn it into lots of different types of ways of communicating it that isn't all about, “Listen to the podcast.” It's actually, “No, I'm communicating this message in video, in written, etc.” So there's the two aspects, the promotional and then just the different ways to share that message to each different people. So I think with the podcast content, so podcast and video are always the best starting point for repurposing.

We find video is always our favourite starting point because it's just [inaudible 00:08:23] talks with video. You have audio, but you have everything else as well. Well let's say for a podcast … So I think you want to do the shouting out about it when it goes live. I actually think that if you can do a little bit of additional content before it goes live to tease people to when it's going live as well, that could be really good. So let's say you have a podcast episode coming out and you create some short little audiogram, so sharing a bite-size bit of audio with an image or an animated graphic that we've all, I'm sure, seen shared a lot of the time on Instagram. Or creating quote images, just title images, so graphics and things like that. And teasing up to the episode can be something good. Next week on the podcast it's like, “Here's a soundbite of what you've got [crosstalk 00:09:10] to look forward to.” Yeah. So treating it a little bit like … Treating content like a launch, like mini launches.

And then, shouting about it on the platforms that your audience hang out. I also want to say that it's not always about being absolutely everywhere. It's absolutely being where your audience are and thinking about how you can shout out about it in the most appropriate way for that platform and that audience. So on Twitter, it's usually more conversational, isn't it? It's conversation [crosstalk 00:09:46] started, it's trying to get everything going. So maybe not just sharing a graphic of the title image, the title of the podcast and saying, “This week we have a discussion about this.” But more, maybe extracting a great question that came out of it. “So and so said this, what do we think?” Or-

Yeah, that's a good idea.

… teasing … Actually here, it's conversational, so how could we get conversations going on? [crosstalk 00:10:11] the episode, but get questions, pull things out, like a bit of controversy if you want to. But Instagram is all about visuals and aesthetics, isn't it? So there, you'd have a different approach for shouting out about it. You would be … Well actually, in the feed you're looking more at the aesthetics, and the visuals, and the graphics. Well, then video, video, video, isn't it?

Yeah.

On Instagram, say things like embracing Stories, so going to Insta Stories, letting people know that your episode is about to go up. Just no. It's more like, “If you listen to it, this is what you would gain from it. Do you have this problem? If you do, you're going to love the solutions that we talk about in this week's episode and what people gain.” We're using all the features there, so things like sliding scales, votes, ask me anything, live features. So making the most of each platform and the features that it has. And Facebook, LinkedIn. So I think it's having that different approach for the different platforms, shouting out about it coming up to, and then day of, and the week after. And I think what tends to happen is, if you have weekly content, shout out about your podcast episode, or the video, whatever, the week that it comes out and plan, “Okay, so it goes out on Monday, so let's say this on Tuesday and Wednesday let's dah-dah-dah.” And then you get to the next one and of course it's like rinse and repeat, isn't it?

Yeah, and you're doing it again.

Yeah, exactly. Which you should. You should definitely get to each week and then shout out about it, but if the content is evergreen, then we don't want people to … We've still got so much more to be saying about that in weeks, and months, and maybe even years to come if it's evergreen and solving a particular problem. So I think it's just not losing sight of the fact that just because it was out there, not everybody caught it that point in time and people will still have that problem in the weeks and years to come. So having some longevity to your marketing and repurposing plans as well, turning your content into things that could be found by a search, as well as social, so writing blog posts and having an SEO focus, videos to have that YouTube SEO focus as well, and things that will help people to find that content in the weeks, months, and years to come as well. So it's the mix of the promotion at the time and then the repurposing of the message to be found further down the line as well, if that [crosstalk 00:12:38] makes sense.

Yeah. No, that makes perfect sense. And I love the fact that you talk about the different platforms, because I always say and will caveat that with, in an ideal world. Because in an ideal world, that is what you do. But we're not talking about you being on every platform. I am. Are you on everything?

I am on everything, but we don't put as much focus onto all of them. But yeah, I am. Yeah.

But I think that's a lot to do with the industry we're in and that's why I'm on everything. If I wasn't doing social media digital marketing stuff, then I wouldn't be on everything. I would focus on the ones. And for me, it would be Twitter and Instagram, because they're my favourites. But therefore, so firstly, you shouldn't have to be on everything. But when you are posting in an ideal world, like you said, I love the fact of asking a question on Twitter, getting them to say even things like, “These are our tips for this. What do you?” And starting that conversation, again, using some of those polls, talking about some of those things also on stories and things. So I love the fact you're talking about that. The other thing I just want to pick up on is the fact that you said, “Goes out on a Monday. You plan this on a Tuesday, this on a Wednesday, this on a Thursday.”

They're lots of people out there who I think will listen to that and go, “What? You post every day, or you post more than once.” Because I think what happens in our head, and you sort of let me know whether you agree, but I think what happens in our head when we create something, because we are doing it, so we focused on that thing while we're creating it and then you create the graphics, and then you're doing this, and then you're doing that, and then you're posting it on social media or you're putting it wherever and you think, “Oh great, done that, done. I don't need to do any more because I don't want to irritate anybody. I don't want to bother them. I don't want to … ” And actually, good luck. I mean, great if you're irritating people, because it means they're seeing your stuff. Let's be real. The chances are, they're not going to see it. So actually, this isn't just a, create one thing, post it once, is it?

No. I mean, the lifespan … What did we say? The lifespan of a tweet is 18 minutes or something like that. Anyway-

Yeah, something crazy like that. Yeah.

I think I saw a Gary Vaynerchuk clip recently where someone said something similar to him and he made the good point that people are not going to see everything that you put out, and if that one super fan sees those 15 things that you put out that week, they're a super fan so they don't care, if they're following [crosstalk 00:15:02]-

They love you.

 

Having Time to Repurpose Content

 

Exactly. I think people … So let's say for your email subscribers, okay? So sometimes I think people neglect email as well as social, and search, and things like that. So something like that. Maybe we just send one email a week. If you have a weekly newsletter, maybe there's a weekly roundup or something, then there's a section in there for things I've posted this week, or that kind of thing. You probably do that versus break down your content into it. You wouldn't send maybe an email or recommend an email on Monday about … Or email on Tuesday about it and things like that. Because that's more of a captive audience, isn't it?

Yeah.

People who subscribe. Well, never forget to let them know because just because they are email subscriber does not mean that they are hanging on, staring at Apple podcasts waiting for the next episode to come out. You've still got to let them know. But yeah, I think it's … And yeah, not everybody does the promotion either. I think that even that aspect that was maybe a bit of an assumption from me there that people do that, because some people really do just get the content out there, write the show notes, maybe do one graphic or something like that, or one [crosstalk 00:16:11]-

And that's it.

… media. And I think that's a mistake that people actually make. And often when I speak to people and we talk about repurposing, and it's never a hard … The concept of repurposing is never a hard sell. I've never had anyone say, “That sounds nonsense or that doesn't sound good.” Because it makes sense, doesn't it?

Of course.

You make the most time that you're spending on content. But the funny thing is, people will often say to me, “It does sound really good, but I don't have time. Because as soon as I've finished the first episode, I'm onto the next one. I don't have time in between to be doing all of that.” And it's like, well, then maybe your schedule is too tightly packed together, so maybe it should be every two weeks, not every week that you are putting out the content. And one week, focus on the creation of that core content and the next week, don't get onto the hamster wheel of pushing out the next piece of content. Next week, promote and repurpose that and then move onto the next one. So it's all content creation. It's the distribution of your time and what you are creating and leveraging all the time that you're putting into your longer form to create more shorter form and bite-size and repurpose piece of content, versus constant long form content without enough repurpose, and sharing, and making the most of the hard work that you've put into it.

Yeah. I think that's such good advice, because I do a podcast weekly. Yours is weekly, right?

It's weekly, yeah.

And it's hard work. It takes a lot of my time. We talked about it this week on the call. Unfortunately, having the podcast doesn't necessarily bring money immediately into your bank, but it takes time, it takes work. Therefore, like you said, some people feel like, “Oh, I've got to do it weekly.” And it's like, “Not necessarily.” If you are … Especially for something like a blog. And I think I find it harder with blogs, because I don't like writing, but if you've just spent an hour writing a blog. Let's say you can do it in an hour. It would take me way more than that. And then you put it on your site and then you feel like you've got to write another one for next week, you're not giving … You could give yourself a bit of an easier life.

But like you said, week one, talk about it in one way, week two, repurpose it or talk about it in a different way, or whatever, I think is great. Just quickly, I want to bring up or talk about the fact of the time. And maybe we talk about this a bit later, because like you said, people are going to say … Because we're going to look at this repurposing now in terms of, “Okay. Now we've done our core content. How can we make that into more content?” And you're going to talk about that. But I know people are going to sit there and go, “I don't have time for all that.” So I wonder whether we need to address that now or whether we look at that at the end once they've heard the stuff that they can do. So what's your thoughts?

Well, yeah, because often when I talk about all the things that you can do, I feel like people often do get a little bit overwhelmed. Like, “Wow. I want to do all of this.” And maybe go off on the YouTube thing. So they will try and do everything at once, “So this all sounds brilliant,” or try and do all of this at once. So embark upon a mammoth of content repurposing strategy for the next podcast or blog video is not really sustainable with the amount of time that they have. So they'll do everything for two weeks and then back to [crosstalk 00:19:33] doing very little again. Exactly. So it's better to just take one step at a time, but it's easier to go up steps than it is to scale a wall. But if you take it one step at a time, you still get to the same place at the end, but you're just taking it gradually.

I like it.

So I think it's just looking at what your existing skillset is and resources available to you and what step could you add to your existing process right now to start repurposing and doing more from your content? And then when that's embedded as part of your process and it's a habit now and it's what you do, then start to look at how you can add in more. And whether it's your time, whether you have an in-house team and there's appetite within the in-house team to start giving them extra tasks, or maybe there's help you could get, like a VA freelance to get some support and some help.

But it's better to do one or two additional things consistently, then try and do everything very [crosstalk 00:20:33] sporadically, as in when you can achieve it. So if I talk through some of the things we can do, it's a mixture of maybe slightly more time consuming, but also, things that you can do easier. Like going on Insta Stories and just doing 15 second clips and things. So it's mixing up what is achievable for you and then seeing what works, trial and error.

And it's looking at this as a kind of pick list, isn't it?

Yeah.

This isn't a … This is, if someone comes to you and pays you and your agency to do this, then this is the list of things you would do, because they're paying someone to do it. This isn't a, “You must do all of this.” This is just a, “Here are loads of ideas and let's look at what might fit with you and your business and what's manageable for you.” Okay. Let's take each main type of content. And I know, like you said, video is the most perfect, there's loads of repurposing. So let's start with blog and then we'll get to video. So if we look at blogs first, then podcasts, then videos. Okay. I've written a blog. I've posted about it a number of times. Done the things you said.

 

How to Repurpose Your Blog Content

 

How can I then now repurpose that blog?

So blogs are always, I guess, the most [crosstalk 00:21:49] challenging.

I started with a hard one, sorry.

Yeah. Because they're the most one dimensional in a way, because you don't have any of the dimensions in media from a blog. Videos you can transcripts to written. You can audio, dah-dah-dah. There's loads. So with blogs, you … And we'll firstly [inaudible 00:22:07] by copy repurposing perspective. When you're then thinking about writing that copy for sharing, let's say, on LinkedIn, Facebook … Let's say, LinkedIn, Facebook, Twitter. Then firstly, just the time that you spent writing your blog post, you can start extracting copy to create tweets.

Plan out different tweets that you could extract from the blog post and tweet [inaudible 00:22:32] within it and things like that. [crosstalk 00:22:33] It's a good idea to write your blog posts and actually put the click to Tweet and have some suggested things. So the copy repurposing for social media copy is right there for you. I think then if you can create some graphics, so for example, using Canva as a fairly simple kind of starting point. People are familiar with that. They have even a free plan in it. So easy to … If you do use Canva or [crosstalk 00:23:02]-

I love Canva. I have a designer and they used to scowl at me the whole time I was using Canva. Being over my shoulder like, “What is this rubbish?” And then eventually he was like, “It's actually quite good, isn't it?”

Yeah.

It is. Because when it comes to social media, and especially consistent content, people following me will know and the same with you will know that every time you post about the podcast, it looks the same way. And I do some occasional … It's either one colour or another, but the format's the same, the layout's the same. So I actually have a VA who goes in and she will literally swap out the images, swap out the names, swap out the title and the number and that's it. It's not … And that's what Canva is just perfect for. So I do, I love Canva and I recommend it highly.

Yeah, I really recommend it too. And when I first hired my first graphic designer who used more advanced tools and I asked him if we could use Canva. It was the same. It was like asking a painter if he'd mind using paint by numbers or something like that. Like, “I paint. I don't need to do that,” like an artist. But no, actually, we do use other tools for more advanced copy and things like that. But it's great and for anybody who's listening thinking, “I'm not very artistic in coming up with the designs.” Maybe if it's worth an investment working with a graphic designer to just create the templates for you [crosstalk 00:24:31]-

That's exactly what we do. Yeah.

Exactly. And then [crosstalk 00:24:33]-

So the first one they do, then we copy it. Yeah.

Exactly. So you can create the visual content from blog posts and that's a great thing to do. When you are pulling out maybe a key quote, or a point that you made, or anything like that that you could share visually on some of the platforms, remember to put that into the blog post as well so you could reach … [crosstalk 00:24:53] It's something that you created for Twitter or Instagram, resize it into a dimension that suits both of your blog posts and bring some colour and life to the blog post by bringing-

Yeah, I love it.

… some of the images. Yeah. So that starts to bring to life the blog post and the blog post image that you create at the top is likely to be recited in the title image you could be sharing on the platforms. So that's something that you can do. And then, the question I often get asked actually is, how could you repurpose a blog post to videos? Now, there's a couple of ways. If you're comfortable going on camera and creating videos, and of course you could just turn the longer form blog post into more of a bullet pointed storyboard that you could talk to camera. So put all the effort into the blog post and the research and everything I want, how could I bullet point and storyboard? I wouldn't recommend reading the blog post out.

No, no.

But you've got the very basics of non-high tech, no teleprompters or anything like that. Just have things on kind of whiteboard and extracting what would be the key structure of the video and the key points. And having that in your head, because you've just written the post, you're comfortable going to camera then. You could create a video based off that blog post. Even to consider, once you've created that video and putting that onto YouTube, to consider putting it into the blog post as well. You could actually then stream it back in and, “Here's a video of me talking about it. Otherwise, this is what we tend to do on ours. Otherwise, read on.” It's giving people [crosstalk 00:26:29] that option of, “Here's me talking about this. If that's your thing, read/watch this. Otherwise, read on, read the long form blog post.” So you can [crosstalk 00:26:37] create video content.

It doesn't really matter here, because then we've got video, so repurposing video, which I know we wanted to talk about separately. But with that video, you can just go and create bite-size videos. You could extract 15 seconds for Stories. You could extract less than a minute for Instagram and create more video babies [inaudible 00:26:56] baby and how one video has little babies [crosstalk 00:26:59]-

That's right. That's funny.

So you could do that. But, if you are not comfortable going onto camera, video content is not your thing, then there are tools that you can use to repurpose written content into the kind of videos that are those promotional-type videos, where … It's often with the words coming on the screen, different images, music playing, that kind of thing. So there's Lumen5. Have you used Lumen5 before? Are you familiar with it?

Do you know what? I get so confused with all of these. I think I know it for sure, but I can't remember that I've used it.

It's kind of a nifty tool, really, for that because you can put … From my memory, because I haven't used it for awhile, you put your blog post URL and it pulls over and it attempts through AI to pick out what the keywords and [inaudible 00:27:53] that sentences were. It attempts to do that for you and it even attempts to pair them with an image. And it [crosstalk 00:28:00]-

Oh [crosstalk 00:28:00]-

[inaudible 00:28:00] for images. It's linked up to royalty-free music as well, so you don't have to go picking all your images and picking all your music and stuff. It starts to bring it all together. And then you wordsmith it a bit more yourself, maybe choose a more appropriate image and things like that. So you can even create videos like that based on [crosstalk 00:28:19]-

That's amazing.

… message. Yeah. And there are other tools as well. I think there's one called Biteable, from memory, and there's Animoto as well. There's a similar concept of the more promotional-type videos. So that is an option. And then another option is actually once you put the effort into creating the blog post, a bit similar to what I said about video, but if you were interested in podcasting or had a podcast, you could bullet point out the key points. Again, not really read from this blog post, but you could then take that to audio and read out the key points from your blog post. You have it, you've got the podcast episode as well. Again, it's not for everyone, but that is definitely … That's a great [crosstalk 00:29:04]-

Very awesome. Yeah [crosstalk 00:29:05]-

It's an option for people who maybe have started a podcast actually and they're thinking, “Well, I've got an archive of so many blog posts-

Blog posts, yeah.

… here.” And then they're wondering … Sat there planning out their first iffy podcast episode. Well actually, go and look at your blog posts, find the great ones. You've done the work and the research, but just maybe bullet point it out and work out a bit of a storyboard and boom, there's your episode, there's your episode, there's your episode. And-

And if it's a big blog, they can direct back to the blog and they can read it in detail if they wanted.

Exactly. And you could actually embed the player. You could go back to the blog post then and you could amend it to say, “I did a followup podcast episode on this topic. Hit play below if you want to listen.” So you can start … I'm a big fan of putting multimedia into your blog posts as well so people can listen, watch a video, read, enjoy the graphic. There's a whole [crosstalk 00:29:57]-

Yeah. No, it's a great idea.

It keeps people on your website longer. Well, the webpage longer, which is all great for SEO, like the longer dwell time, quicker bounce rate, and things like that. So that's something to do.

That's awesome.

We often get people getting in touch with us who are looking to launch videos and podcasts. And what they say is, “We've got hundreds of blog posts.” And it's like, right. If it's evergreen-

Perfect.

You've got [crosstalk 00:30:22]-

Do it.

[inaudible 00:30:27] series, like a series on this, or series one, series two, that kind of thing. There's so much that you can do-

Cool. Okay.

From the blogs.

No, that's awesome. And the thing is, I'm so conscious that we could just talk, and talk, and talk [crosstalk 00:30:36]-

I know.

… so much. We're running out of time.

No, no. Well, [crosstalk 00:30:42]-

So-

… kind of skipped over to video and podcast a bit, haven't I [crosstalk 00:30:46]?

 

How to Repurpose Your Video and Podcast Content

 

Yeah. Let's just go over then … So let's talk about video, since I should've started with video, and then everything kind of spans out from there. Let's go through video again and just go over right … If you had a video, what would you do with it?

Right. My top tips, so when you are looking at what is the optimal content repurpose, I would always say, “If you're comfortable with it, video.” Now, if you're even a step more comfortable on video to do live video, [crosstalk 00:31:16] I think that is a brilliant starting point. And the reason I say that is because when you have live video, I consider that to be not just content, but an experience as well that you are providing where people get access to you, they can ask you questions, you can build a community because if you're doing the same … Every Friday at midday we go live on LinkedIn, or whatever it may be, and the same people start turning up. You're building a community, access to you. In this whole era of fake news and things like that, I think that's-

It's really authentic.

Oh, it's so authentic. The transparency. You ask me questions and you'll see there is actually knowledge behind what I say to camera, what I write. I have got depth to what I'm talking about as well. Or, I'll be completely honest and say-

Again, I don't know.

I don't know. Which is, again, is kind of a win-win, isn't it?

Yeah.

Authentic depth of knowledge. So if you can do that, I think it's great. Because then what I recommend is, if you know that you are going to repurpose this into other forms of content. And I always say, create content with repurposing in mind, so know what you are going to do. If you're going to repurpose this live video, then you want to clear segment of video content that doesn't have you interacting with the audience and isn't really visually dependent as well, where you can just focus on what you're delivering. So you may say, “For the next 10 minutes or so, I'm going to be talking to you about email marketing. And then, I'm not taking questions. But then at the end, I'm going to answer all your questions and go through with that.” And then that segment could be a podcast episode, because that's where you're sharing, you're talking, you're adding value. It's not back and forward live now, it's value-add content.

So then you could repurpose that video content, so you would extract the video post live, which is easy to do on all the platforms, or you might be using a software, like a live-streaming software like [crosstalk 00:33:17]. Yeah. So, you could extract the audio. So whenever you have video, whether you went live or whether we're now talking about prerecorded, which [crosstalk 00:33:26] the video you create, video has audio. So it's always worth considering, “Do I have a podcast episode here? Could I be- “

I do extract the audio. Is it a system? What is it?

Well, it depends to what you are using. Certain video editing softwares allow you to just generate an MP3 audio file, so you can convert the video into audio. And there are some tools online that you can use to convert video files into audio, so it's not an awfully complicated process or anything like that to take video and then just have the audio extracted from it. If you were getting really serious and you know you're going to repurpose for audio, you might record the audio separately. You might be presenting to video, but you've also got a mic near you that's going into the audio recording software like [inaudible 00:34:19] or Audacity or something like that.

So it's something to consider because not everybody watches video. Video is not everyone … That's not always everybody's thing. But then, not everybody listens to podcasts either and not everyone reads and stuff, so it's spreading it out, isn't it? So if you think you can get good audio quality, if you think that you have people out there who would listen to podcasts as well, consider that. And then, after that I always think it's important to consider the written content. So being found by search and just pleasing those people who actually don't want to listen, but-

Oh, yeah.

… who actually do just want to read what you've got, what your message is. So in that case, you can write shorter, show notes-type, key discussion points, key things that I talk about that would supplement the video or podcast. Or, write a standalone article, standalone blog post. You don't have to listen or read, because this is the longer form piece of content created from it. It can give yourself a little bit of a jumpstart and generate a transcript from video or podcast. You can use free tools that are probably, in my opinion, often you spend so much time correcting all of the errors from these [crosstalk 00:35:37]-

Yeah, that it's pointless.

So it's totally pointless. There's other … And I've even done this. There's cheaper paid ones, because they're still bots, they're still AI. Then we just use Rev.com.

We use Rev.

$1 a minute. Because it's good, isn't it?

Yeah.

It's really high accuracy. You're not spending hours correcting and howling when they've [inaudible 00:35:54] a really misunderstood sentence.

Yeah. They do have both now, don't they?

Yeah.

So they do the $1 a minute, which is a person transcribing, so it tends to be bang on.

Really good.

And then they have the AI version, which is basically a robot transcribing. And that, in my experience, needs editing. So on the podcast, to try and keep the cost down, because bearing in mind if I'm doing an hour podcast every week, which I don't do every week, but most of my interviews turn out to be an hour. That's like $60, so it adds up. So what we do is, my solo episodes we do the AI version, and then we edit that. Because it's one voice. They're not trying to work out who it is. The chances are it's better because it's only one voice they're listening to. And, they're not very long so the editing doesn't take forever.

Yeah.

Just a question on that, actually. So when you're doing a transcript, it is a better from an SEO point of view, do you know, to put it physically in the site or as a download, as a PDF?

Well, there's a couple of things that I would say on that. So firstly, transcripts actually don't really help you with SEO as sort.

Okay.

An actual transcript doesn't, because the bots that crawl the internet and help bring about the search results for Google and search engines are so advanced and intelligent and they look for quality content. And because we don't speak how we write, it [crosstalk 00:37:24]-

It's different.

It doesn't appear to a bot. This isn't really a quality as such. This isn't the rules they would look for. So it doesn't really … When I interviewed Andy Crestodina on the podcast, who is quite an expert in SEO. He's got a business called Orbit Media. His words were, “It doesn't help with SEO to add transcripts.” But it does help in other ways in terms of people who are hard of hearing, people who don't speak English or your language as a first language, and there's also accessibility, people who just love to go through transcripts.

I've got one lady that reads my transcripts. She doesn't listen to the podcast.

And doesn't listen to the podcast.

And I find that amazing. I find it amazing that it makes sense.

Yeah, exactly. Whereas, you would think … Well, [inaudible 00:38:10] with more supplement bots. There are people who love it, people who it's really great to help them with the access issues, or anything like that. And adding it to the site, or adding a PDF, the bots do crawl PDFs as well as they crawl your site. I'm not an expert to say which one works better, but I know that they would crawl both. But I think if you can go [crosstalk 00:38:34]-

It's putting it into a blog.

It is, yeah. That as well. With our clients, we don't do transcripts. We don't actually pull off transcripts because I suppose … Well, because they'll copyright it. They'll just listen and then write a blog post based off it, because if you [inaudible 00:38:51] are like, things might crop up five times from an interview that don't need to be mentioned five times [crosstalk 00:38:57]-

Yeah.

… gather it into one paragraph. And it's that intelligent analysis of what was discussed to turn it into a well-written, value-add blog post that really [crosstalk 00:39:09]-

And also, we've been going through and talking about tips and things, and they happen sporadically because this is a conversation. Whereas, if someone was going to write a blog post about this, they would go and as they were writing it, they'd realise that there was 10 tips, or there was 10 things you must do, or whatever. And then they would write them in an order.

Yeah, exactly. Thinking through in the aftermath and analysing the conversation and what is the best way to express this in words, yeah, so that it's written properly. So I think if you have the time, it's all about time and resource. But if you have the time, yeah, go ahead and provide a transcript for those people that want it. You write your show notes anyway. If it's a podcast, you are going to have shorter show notes that you can put on the podcast apps for your host and things like that. Well, then if you've got the time to write a longer form well-written blog post on the message, and then that blog post doesn't have to go on your website. You can use that in weeks to come. You could put that onto LinkedIn. You could submit that article into media. Perhaps you contribute to guest post journals that are happy to have content from different sites, or put it on your own website actually. Save that brilliant post for a submission to such and such websites. Tap into their traffic, because-

Yeah, yeah.

Topics in audio on your site, let's get this topic in written somewhere else. So it's just looking broader at what you can do and sometimes, as well, considering that one podcast episode could be more than one blog post. Maybe there was so much disgust, that let's turn this into a five part blog post, or a five part video series or something like that. So it's thinking a bit more broadly as well about content.

Yeah. And some things that we talk about sometimes on the podcast, I don't know if you find it, but you could really … It would be really handy to see the thing. So if we're talking about … I can't think if I've done one around design stuff, but if you were talking about how to come up with a perfect post design-wise, then you really need to see that. So being able to then say, “This is in a video,” or, “This is a blog post,” or whatever, just makes that content easier to consume, doesn't it?

Yeah. And I think it's a great point that you just brought up, because sometimes I think that it can add to lead generation content as well. So you need the right … The old content upgrade, but providing something of value that is literally an upgrade on what you're talking about, but putting that … But if you exchange email addresses, you can have this checklist, you can have this download, this planner, that kind of thing. So repurposing for lead gen as well for that kind of thing. And we often talk about repurposing in terms of breaking longer form content down, so slicing and dicing videos, and podcasts, and breaking down blog posts on social. But actually, it's the opportunity to not break down, but build up instead. So those 10 blog posts become an eBook, or the videos become a video series where you talk and tale with extra bits, add a few workbooks in or something like. So not always breaking down, but building up as well, even a book.

Yeah, it's amazing.

I talk to plenty of people who have managed to build up content, so looking at it in both going up and going down.

Yeah, yeah. No, that's awesome. So, okay. So [inaudible 00:42:34] loads of ideas there for videos, and podcasts, and that sort of thing, and making the most of all that content. Like I said, always balanced with, what can you do with your time and/or resources? And I highly recommend looking at VAs, because you can get a really cost-effective way of [inaudible 00:42:52] doing that, or getting someone like you guys to do that bit for them. Because this thing takes time, it does take time. And the whole point is, this is meant to add, not give you another 20 things to do. Okay. Let's talk about, briefly then, before we finish up just quickly. One of the things you talked about and the one of the things that really made me go, “I need you on the podcast,” is when I sat and watched you at Retain.

 

How to Repurpose Content from your Membership, Speaking Opportunities and Courses

 

So it was an event all about how to retain members in a membership, and as my listeners know, I have a membership. And one of the things she talked about was how to repurpose that content. And I just want to touch upon that just because often we create bigger bits of content, so whether it is you are a trainer and you go and train someone and you've got a whole training programme, or whether you're a speaker and you go and do talks, or whether you have got a membership, or a course, or a whatever, just a couple of ideas just to finish off in terms of how can I use some of that content to then bring it out into the public world without upsetting the people in the membership, or the people that have paid for the thing?

Yeah. And I think it's so important to do that, because when you're marketing that paid product, it's the transparency of bringing forward what people will get, but in bite-size marketable formats, the transparency. And then the total congruency when people like what they see and then make that decision. It's also nicely congruent in terms of what they get, so they're more likely to be retained by the whole retention. So I think it … I mean, I've spoken to Mike Morrison about this in terms of when you share content behind a pay wall, had he ever known any instances where people had had complaint, because that was part of the training that I paid for, that was something [crosstalk 00:44:49]-

Yes. Yeah, yeah, yeah. Yeah.

And funny enough, he said that in all his time he's never actually had anyone report to him of members complaining about free content being shared, as long as it's not too much of that. Because there's supportive of the membership, but I think what you have to do is you have to think about choosing what you would share that would be the appropriate … It would be value-add and it would help people standalone and it's not just the all out tease, like end a sentence and then, “Oh, to find [crosstalk 00:45:20]- “

Yeah. [crosstalk 00:45:20].

Enjoy the [inaudible 00:45:22]. But actually, add to something that's standalone. If you had a course within your membership and you were able to take a segment from a module. That on its own, that would be super helpful and if someone had that problem, that would solve the problem for them. So you share that out onto social media, or you run that as a lead magnet to generate people into your membership. On its own, if people don't take anymore action at that stage, you've held them and you're still in their mind as the person who got them from A to B. So one day when they want to go from B to C, they're more likely to go back to you than someone different. But making it really clear where it came from.

That this came from a training within my membership or within my course and things like that. And always doing that, so always sharing that. But I also think that it's not necessarily the breaking down and sharing bite-size aspects of what people pay for, but never neglect just the behind the scenes raw content that you can put together of what is going on behind the scenes of you creating this. So it's things like, if a massive benefit of being in your membership is being on one of your [crosstalk 00:46:38]-

Yeah, yeah.

… access to you, coaching calls. That's one of the biggest benefits and why people stay. Then sharing, you sharing on Instagram or something afterwards. I just got off a Q&A and one of the questions that I got asked was this … And really just go through, not the in depth answer, but, “These are some of the answers,” things like that. So it's not actually … And also, I'm about to go on a Q&A and I've got loads of questions coming in. I feel FOMO, isn't it?

Yeah.

But letting people see and know that this is real. I'm at my desk and I'm just about to go live [crosstalk 00:47:17] with my members, so raw behind the scenes content, as well as slicing, and dicing, and breaking down, together, just create so much transparency of what people are going to be paying for and what they'll get. And there's no question for them that all [inaudible 00:47:33] something invaluable. So I really think, don't be scratching your head on how to market these things. You're doing everything, you just need to bring it to the front [crosstalk 00:47:41] in a most appropriate way. Yeah.

Yeah. Do you know, Amy, I could talk to you all day, because you really are a fount of knowledge when it comes to this sort of thing. And like I said, I sat in Retain, and I work in marketing. This is what I do for a job. So you do often go to events and think, “Yeah, I know lots of this stuff.” And I literally screenshot every single slide you brought up, because I was like, “Yeah, I should be doing that. I should be doing that. I should be doing that.” So honestly, I knew you'd be great and I'm sure my audience has got loads from this. So thank you so, so very much. It's been an absolute pleasure to have you on the podcast.

No. Well, thank you for having me on and thanks so much for the comments on the talk, because you put a lot of effort into these things, so to hear that, I really appreciate it. And yeah, no, I could talk about this a lot. So, no. Yeah, thanks for having me on. It is such [crosstalk 00:48:25]-

No worries. [crosstalk 00:48:32] It's been brilliant. Thanks, Amy.

So, what did you think of that? I really enjoyed chatting to Amy. It was really, really good. And I learned so much. And it gave me so many ideas on what to do in order to maximise that bit of content that I've created. Because as you well know, doing the podcast every week, one, it's a lot of work and, two, it's a lot of content. We're on episode 104 and if you wanted to go back and listen to every single episode, or if you have, well done, and I think you should be getting a medal or something. But, to go back and see how much content there is in there, is huge. So being able to maximise that and use that in other ways is wonderful. I also wanted to remind you that Amy obviously has her own book, Content 10x: More Content, Less Time, Maximum Results. So you can get that probably at most standard book places. Amazon, namely, is where I get everything from.

Okay. So I will leave you for this week one quick thing before I go, please, please, please if you haven't already done so, if you could go give me a review on iTunes. I honestly would be so, so very grateful. I'd really appreciate it. And I've never said this on a podcast, but I was listening to someone else's podcast and they always say, “Make sure you subscribe to get all my episodes.” Never said that. Probably should've said it, shouldn't I? But anyway … So, yeah. If you're not subscribed, make sure you hit the subscribe button and give me a lovely review on iTunes. And what I think I'm going to do, actually, is I'm going to be picking one review every month and sending them a little something. A little surprise in the post, because I love surprises in the post. So it might be worth you doing a review just in case you can win it. Okay. Thank you so, so much for listening today and I will be back next week with a solo episode. See you then.