What’s on the iPod: Super Bass by Nicki Minaj (Yes I did, yes I did!)
Good day of work yesterday. I started the second portion of a large project, scheduled some conference meetings, and worked through some revisions to a project. Plus, it’s finally gorgeous here on the East coast — yesterday was 75 degrees and today may hit 80. I’m taking advantage and getting out at lunchtime — roof open and sunblock on. No way I work from home just to be cooped up indoors on days like this.
Today, more of the same.
I have a treat for you: I asked Cathy Miller to write a guest post about repurposing, and boy, did she deliver.
Probably one of the most sensible, successful writers around, Cathy has taken to task those mountains of repetitive advice that don’t really deliver much, and she’s written from her own expertise a pretty fantastic post on exactly what to do with your content to make it pay back even more.
Repurpose with Good Intentions
by Cathy Miller
and regurgitates them ad nauseum. Headlines scream with 100 Creative Ways to Do X with content you’ve seen before. Posts
promising something new are lost in the trash pile of discarded topics.
would you want to repurpose anything? Think good intentions.
owners searched for new content.
from Heloise found new ways to use household items
Money-strapped moms made hand-me-downs
Environmentalists encouraged recycling
One thing the above repurposers (is that a word?) have in common is they
repurpose with good intentions.
repurposing content, let me share the scoop.
overwhelming. Consider the marketing of your own freelance writing business – business
site/blog, ebooks, social media, brochures, and more. Repurposing takes
existing content and creates a new format or spin on the old.
content – You may have already discovered this form of repurposing. You
snag blog posts with similar topics and convert the posts into an ebook.
visual alternative to your written pearls with a SlideShare presentation or
and add audio with a podcast format. Think about a topic for a series of
– We humans love our images. Enhance
boring statistics. Pin a favorite video.
content. Like many overworked marketing ideas, repurposing backfires when your
intentions focus more on producing content than quality.
life into something of value – Why does the phrase putting lipstick on a pig come to mind? If your original content is
caked-on trash, recycling it is a waste of time (pun intended).
different styles – Some of us are detail geeks. Others need visuals to
understand. By offering your content in multiple formats, you appeal to
individuals with different learning styles or preferences.
broader audience – With the different styles, you reach a broader audience.
Because one market hates white papers does not mean there is no value in your
series of papers. Repurpose key messages into a format that appeals to a
discussions – Have you ever written a blog post that generated a high
number of comments? Perhaps one point struck a chord with readers or the
discussion took a different path. By repurposing the original post, you expand
the discussion and generate new interest.
– Repurposing allows you to be more productive. It’s easier to tweak
existing content into something new than to start from scratch.
your message – Effective copywriters repeat key messages in their writing. When
you repurpose, you are using another format to deliver your message, which
helps readers remember and understand.
better results –You can convert prospects into sales through repurposing. For
example, you initiate an email marketing campaign. You repurpose the email
message into a blog post or a capabilities brochure. Same message, but more
bang for your buck.
million posts, presentations, videos, and other formats on how to repurpose your content. Achieving quality results happens
when you start with value and repurpose with good intentions.
your content for better results?
health care blog at Simply stated health care
and her personal bog, millercathy: A Baby Boomer’s Second