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What are some fun and creative ways to re purpose your content?
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6 Answers
Totally depends on the content, but all come down to one of two models:
Model one: Take some thing big, and smash it into smaller pieces. Let's say you publish an e-book, well gem lines can make for gem tweets / chapters can make for blog posts / summary can make for bylined articles ... you get the idea.
Model two: Take a bunch of little things, and make it into one big thing. For example, last year, I reviewed a bunch of marketing books on Eloqua's blog. Massive time investment to (1) read the book (I have a toddler at home, time is scarce), and (2) write a substantive/honest review. So to maximize the value, rolled the individual reviews up into an ebook -- Eloqua's Book of Book Reviews. See here: http://www.slideshare.net/Eloqua/eloqua-book-of-book-reviews
In both cases, good content begets good content.
Joe Chernov / @jchernov / Eloqua
Take it to the streets.
I love the idea of transforming content through conversation. Take a great piece of content and figure out a way to integrate people's reactions into a follow-up piece.
For instance, if you run a webinar or teleclass, invite students to ask questions and then publish the questions with your answers as a supplemental e-book. Or, if you write a particularly popular blog post, look through the comments and see what trends and threads you can pull together to create a follow-up post or maybe a video. Perhaps you can contact a few people who left comments and do a roundtable discussion about the topic as a podcast. An e-book can provide the spark for a series of social updates on a Facebook page - continuing the conversation around the topic and letting it branch off in new directions ... which might then lead to a new piece of content based on where the conversations take your audience.
I like Ann's use of the word "re-imagined" to describe this process. It's about listening, looking at your content from the audience's perspective, and then creating something new based on what you've seen and heard.
Have fun! :)
I just presented on the topic, "What do I write about when there's nothing to say? 17 Content Creation ideas." I love the way Veronica Jarski reimagined that content into an "Infodoodle."
http://www.mpdailyfix.com/17-content-creations-ideas-to-inspire-you-infodoodle/
I like the work "reimagined" vs. "repurposed." The latter implies reposting, when really we are talking about reimaging a content asset to engage a different audience, or in a different format.
Yes, yes, yes Jamie... Love it! Listening is critical to seeing what resonates, what doesn't.
It's all about creating a content circle of life... and not looking at any individual content asset as a one-off, but as an integral piece of a large whole that spawns new ideas, new directions, new assets.
LOL...! Rafiki, the Content King! : )
Record all your seminars and then turn them into podcasts.
Strip the audio out of your webinars and turn them into podcasts.
Let the meat of a content email sit for a year and then turn it into a position paper.
View every article assignment as an opportunity to articulate content that will be used on multiple platforms.
Outline a book thoroughly (in something like OmniOutliner), and then blog on each topic. When you are done, have an editor turn it into a book.
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