I know that when it comes to ideas, I never seem to have enough of them however when it comes to creating consistent content I often find myself hitting a brick wall and scratching my head trying to work out what ‘new’ pieces I can publish to my audience.
The great thing about your business is that your audience is varied and can be found in different pockets. Some people will discover you via written content, some video and some audio. It might be the case that an event might attract new customers or an online webinar brings in fresh faces.
What ever channel it may be, we all consume content differently and we have our unique preferences. While this can be daunting, it can actually be used to our advantage.
Think about this breakdown as a quick example;
- Create a video for publication
- Strip the audio for a podcast
- Transcribe the audio for a blog
- Use elements of both to fill in the framework of a webinar
- Screen shots can be used for online visuals or physical flyers/info cards
All of the above from one piece of video content. Re-used and re-purposed to provide value for every content consuming preference.
Another great example could be a long winded blog piece. It is detailed, in depth and covers a number of important topics that your passionate readers will find value in. You could then break that one blog into several sections and create sub-blogs of bite sized information. You could create a several part 5 minute podcast series about that one post. You could record 30 second to 1 minute video grabs talking about the sub-sections of your blog.
Once again, it’s all about finding the deep value in everything you create. This is not about a create once, post and move on process. It’s about extracting every element of value in what you have made.
Evergreen content is a term used for content that is always relevant. It doesn’t age and continues to provide value whether it be now or in the years to come. Creating evergreen content is a long game and while the first publication of your content might not get a lot of attention (don’t panic!), reposting, referring to it in future publications or other mediums will draw attention back to the original. Just like the reader, we are all allowed to go back and resurface important information to refresh or introduce our new audience to always relevant ideas and insights.
Remember K-m from Livewire Studios in Episode 7 of the podcast? Livewire Studios film their workshops and re-purpose their content for online courses. Using K-m’s approach of ‘nothing should ever be used once’, the business is able to get deep value out of every product and service they have created with a multitude of returns. How can we re-brand, re-hash, re-purpose content to give people more value can create fantastic dividends.
Do you have any tips when it comes to getting the most out of your product, service or online content? Remember a simple ‘refresh’ or an existing product or service can also bring new value without the need to continuously innovate and create from scratch. Let us know your ideas in the comments!