How to do content repurposing with blog posts
Want to know how to get more content in less time?
We have two favorite ways to do it….
1) Take the same content, tweak it to fit each social media platform, and publish it on different days at different times. (Note: this is NOT blasting the same thing out across multiple platforms at the same time, especially the dreaded auto-share of Facebook and Instagram posts to Twitter, which only results in bad tweets.)
For more ideas on how to do this, take a look at our famous Chocolate Milkshake Content Method.
2) Make multiple versions of the same content, using different media (text, video, photo/graphic, and audio.)
Let’s talk a little about Number 2.
We’re starting an experiment with our own blog: making video and audio versions of each of our Top 10 blog posts. These are posts that already drive the most traffic to our website, or that we want to beef up so it becomes one of the Top 10.
We know which posts are already Top 10 by looking through our website traffic data – here’s how to get started with the must-have free Google Analytics software that we are using.
The hard work is already done. The posts have already been written and edited. We already know they are useful, popular, and rank well on search engines.
We started with this post about tourism blogging best practices. At the top of the post, we added a one-minute video summary and a 7.5 minute audio version.
We Use Artificial Intelligence to Make the Video
Lumen5 crawls the blog posts and makes a short draft video with key phrases and matching stock imagery. All we have to do is tweak the draft, maybe change some of the phrases or images (machines are not THAT smart!) and boom – we have a new video.
Next 3 steps:
- Upload the video to our YouTube channel (gives us evergreen SEO for the keywords in the video title)
- Add a link back to our original blog post in the YouTube video description box
- Turn around and embed the video at the top of the original blog post
The video gets uploaded to our Facebook Page and Twitter accounts, too.
The video AND the original blog post are both on Google’s Page One for the keywords we want to rank for (video that is properly titled, described, and tagged is powerful for SEO.)
The video also did well for engagement as a Facebook post and on Twitter. We just uploaded it to our LinkedIn Page, so we’re waiting to check Page analytics to see how it performs.
That is obviously a small amount of data – a “test of one” – but it was positive enough that we’ll definitely continue with the project.
We Use Podbean to Host the Audio Version
This is a classic case of not dismissing a particular kind of content simply because YOU don’t care for it.
Leslie and Sheila are not personally big fans of podcasts, but a lot of people in our markets ARE (see Edison Research for more insights.)
We are not ready to commit to a full-blown Tourism Currents podcast – although one of our Twitter followers said they’d like one! – but we can commit to simply recording our Top 10 blog posts so an audio version is available for those who like their content via audio.
That’s how we ended up in the closet that you see in the photo above. 😄
It works as a makeshift recording studio because the clothes dampen sound, a tip we picked up from an interview with our podcasting expert friend Jennifer Navarrete.
The blog post author, either Leslie or Sheila, will read the post. That’s it. Not ideal if we were doing a “real” podcast, but the idea here is to get started and not over-think it.
Somehow, as of today, 9 people have downloaded the audio file, and we haven’t publicized it at all.
Again, it’s only a “test of one” but it was easy enough and positive enough that we will continue with the audio side of the content project, too.
Update May 2019: now we’ve done a video and audio file for our post about social media marketing for group tour operators.
Summary – Mix Up Your Media Styles for More Content in Less Time
That is the main takeaway from this post – spend time to think of ways to re-use ideas and content that you’ve already worked on, but may not have gotten nearly enough mileage out of yet.
Adding a text or photo or graphic overlay or video or live video or audio version of successful, already-published blog posts may be the easiest way to extend that information’s reach and impact, and give you more content in less time.
Have you successfully re-purposed content by re-making it with different media? Let us know down in the comments….
PS. We’ll be speaking about content planning at the Main Street Now national conference in Seattle, Washington March 25-27, 2019. See you there?
At Tourism Currents, we help you and your tourism partners learn how to use social media and digital destination marketing to bring more visitors to town. Pick what works for you: our self-paced online course in social media for tourism, our coaching/consulting services, or our speaking and workshop services.
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