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Mitch
What is content repurposing?
Amy
People have different definitions of content repurposing. To me, content repurposing is about getting the most value out of the content that you create. And it’s about finding different ways to share that message. So remembering that all forms of content are a form of communication. When we choose to create a certain piece of content, we are communicating that message in that particular way. So we are creating a podcast episode where we’re choosing to create content in that spoken way for people to listen.
But then repurposing is about, okay, how do I share that message now to reach a different audience or to connect with people differently and to change the formats? So sometimes when I talk to people about repurposing, they think that, I mean, just simply republishing, so kind of reposting the same thing. We have features like on Instagram, you know, you can post to Twitter automatically the same thing or podcast episodes can automatically go to YouTube.
But I see it as being a lot more, um, I suppose, creative and strategic with how you repurpose and think about, different platforms. So people go to different platforms for different reasons in different frames of mind to consume content in different ways. You need to think about how we can share a message that you shared in one platform in a different way, on different platforms. And it’s also about, and connects with people differently. So some people love to listen, but some people love to watch video and some people just love to read and some people just love bite-sized content and can’t take in long form. So when you repurpose, you’re really trying to make your content go further. And the beauty of it is that you are sticking to the same message. You know, you put all that effort into that first piece of content you’ll be coming known for that message again and again. And you’re showing people that you want to meet where they are and communicate in the ways that they want to be communicated with kind of like a long run. It’s a book. Um, I’ve made, I’ve made it, my life’s work now to be a content repurposer. So I’m quite passionate about repurposing.
Mitch
You should be. I am so impressed by what I’ve watched you do. And I know later on in the show, we’re going to go over the details. If you do a live video like this live video and interview, Amy is going to share some ways to repurpose the content of the live video in many different ways that she would recommend that will work for you.
But Amy, let’s take a step step back. We put in a lot of time pre promoting or creating our content or pre promoting our show. We take time doing an interview or maybe having a live video show doing Q&A, and now we’re going to be taking time to create and repurpose the content from a percentage standpoint.
For example, with most of my shows, I’ll spend 20% getting ready because it’s usually on a topic I’m already familiar with. I’ll spend most of my time on the show, interviewing wonderful guests, like you, making sure everything’s working. And in the past I would spend maybe five or 10% mentioning the show after we were done repurposing the show. Now that was up until four or five years ago until I realized the importance of repurposing content, over and over. What is your ratio when it comes to repurposing content? Are you spending as much time repurposing that content as you are creating it in the first place?
Amy
Yes, I mean, you would probably be surprised that I guess I would, I would say that you should spend more time on the re-purposing than the original piece. I mean obviously completely dependent on, on people’s time and capacity, but you see, the funny thing is, so take for example, so let’s say you have a podcast and you really want people to listen to the podcast and you want to grow your audience. You want as many people to find out about it as possible. And also just hear the message in whichever way suits them. Well what often happens is when I talk about repurposing, people will say, you don’t have much time to repurpose, but usually what we’ll say is because by the time I finished one episode, I’m immediately working on the next one. You know, where would I fit the time in between one to the other, because I’m, I’m constantly churning out the new content, but I guess my challenge is to, um, to make sure that you see it all as content.
You know, it’s, it’s not the main content is, you know, the best the pillar content, you know, that’s on the pedestal. And then the repurpose content is just that, you know, the seconds of the, of the main event, because the content that you create from reap from repurpose and integrational piece can be just as good. Sometimes it can go on and have a bigger impact in its repurposed format. So there might’ve been a live stream that it didn’t take off that well, but the blog post about the live stream, that one, you know, that took off or whatever, you know, like it doesn’t, every piece of content can stand it.
So it’s about seeing it all as content, as opposed to the first, the second. But the beauty is that when you have that first piece to refer to, and you’ve put that time and that effort, and so for live streams, the prepping and getting ready and they’re going live, he put the time and effort, and it’s, it’s not that additional thinking process because the thinking has been done for the content it’s now kind of strategically breaking the message up into different formats and locations.So, you know, if that really effectively going to town with eight re-purposing, I’d say kind of 20, 30% of the original piece, and then like 70, 80% the repurposing, but at least 50 50, if you really want to get that message in as many people as possible to reach as many people as you can.
Mitch
Well, I’m glad I asked you that question. Before I continue, Nancy says, “hi friends, Amy is a content rockstar.” We’re going to second that Nancy. And Nancy, so are you, so it’s good to have you stop by the show for those of you just tuning in.
And I’ve already got a few questions, Amy, over on the right. Um, please share this out, please ask your questions. We’re going to take our time and get through every single talking point that we can when it comes to repurposing content. But I like the fact that you pointed out there’s nothing wrong with putting a lot of work and energy into repurposing your content. And in fact, it’s new content when you took our interview and broke things down to our little audio clips with new new logos and banners and different quotes.You made me look really smart by taking some things that I said, and you broke it down into A, B and C where you took the initiative to do that, which means the world to me. Right? I think, I think somebody that’s being interviewed always, you always want to look good. Right? You know, so anything that, that you can do to, to shine a light on your guests and, and share them over and over and over again, down the long down the down the right path, the right way. I think everybody appreciates that. And then the community benefits from the content when it’s all said and done, right?
Amy
Yes. I was going to say it wasn’t hard to find the content to make you, you look good because the episode was fantastic. And there was so many golden gems in there. And I said to my copywriter, when he, you know, he draws up the plan and he works out what the best quotes are and what the best soundbites were. And things like that. I said to him on this one with Mitch, you were, you were actually going to be so spoiled for choice. You’re going to do, you’re not going to know which soundbites use in which, because it was gold. So, you made it, you made making you look good, easy match.
Mitch
Well, thank you. Thank you, Amy. I’m going to share that clip with my family. Okay. Because they don’t think I’m smart enough to figure out how to take the trash out on a Monday morning (laughing).
If you don’t mind, there’s a question over here from John. And look when you, and I talk about repurposing, I know what we’re talking about. You know, what we’re talking about, maybe just, you know, re when we do a video, when you say repurpose, and you’re not saying, just take little video clips from that video, you’re, you’re talking about creating new content from that original video that can be used on different platforms. Maybe dive a little bit deeper into what you mean by repurposing, so that everybody’s on the same page.
Amy
Yes, I’ll give you an example. So, it’s something that we mentioned, our mutual friend, Jay Baer. Let me explain some repurposing that he did a case. So firstly, when he brought out his book Talk Triggers, a fantastic book that Jay, wrote, he did loads and loads and loads and loads of research and had loads and loads of loads of case studies that went into that book. Okay. So all of the research became a book, but he also turned that research into a keynote talk.
So we’re starting to go a bit down the be repurposing route here, because there was a load of research. It became a book, but also became a keynote delivered on stages, you know, all over the world.And then all the case studies in the book became individual videos. So short videos, the talk triggers YouTube series was launched. So we’re repurposing case studies from research into a weekly show on YouTube and every week, it was a short kind of seven or eight minute episode that took into a case study shared in the book, every one of those videos became a podcast episode. So it wasn’t just the weekly talk triggers, YouTube show. It was the talk triggers podcast as well. And that came from extracting audio from video and producing that into a podcast.
So we have both of those, the video was going on YouTube. The podcast is going onto the podcasting apps. And again, that’s, for some people love to listen. Some people love to watch, so choose your way of taking in this awesome concept, but it didn’t stop there.
So then they became blog posts. So that case study and everything is in that all the great comments became, you know, long form written blog posts. So maybe you don’t want to read, maybe you don’t watch, but you maybe don’t want to watch or listen, but you want to read. Okay. So they became blog posts. This is in video into podcast episode into blog posts and then social media content.
So from the video there’s conversation starters in Twitter, let’s, let’s create lots of different tweets asking people about things brought up in the video points, made questions to ask. Um, let’s take, as, as you mentioned, Mitch, let us also create shorter video. So, um, let’s take this long video and create 15 second ones to share in Instagram stories and, and one minute to share on LinkedIn and that kind of thing. So slicing and dicing up the video and creating like quotes and in graphics and things like that.
And I know I’m talking about a lot of different skill sets, I guess, here in talking about this, but, um, it’s going across all these different social media platforms. So, you know, you could start at the top with video to podcast, to blog posts, to tweets, to Instagram content, Facebook, LinkedIn, et cetera. And you know, maybe you were talking about they, um, you know, the top 10 ways to do a live stream and you could turn that into a checklist as well. And have a content upgrade right there to grow your email subscribers by having an accompanying checklist or an infographic that you can get onto, um, you know, places like Pinterest and places like that. So it’s really thinking about, um, about the different formats. Yeah. Not just taking one thing insight in it, into what it is, which is a great thing to do, you know, blog posts into tweets videos, into shorter videos, what it is about. Yeah. All the long form as well as, or the bite size snackable content as well.
Mitch
And, and Amy, when we talk about all the different format styles, I think if my understanding is correct, you’re creating this content with the understanding of different learning styles, your community learns and digest content in different ways. Maybe talk a little bit about that.
Amy
Yes, So actually I could jump to some slides that I have on the different learning styles, if you want?
Mitch
I say, go for it.
Amy
So, let me do my quick little screen share. Here we go. There are seven different learning styles. And when we are creating content, we’re always thinking about this. We’re thinking about the different learning styles and how we can, uh, try and connect with people because we all learn differently and we all connect with content in different ways. And it’s definitely not to say that if you only create a certain type of content, you’re only going to connect with people who, who prefer them.
So, you know, if you only ever create podcasts, I’m not saying you would only have a connects with people who prefer to listen, but you’ll establish a deeper connection with people. If you can just go that bit further to the content, that’s more their preference. So the seven learning styles I talk about, there’s the visual learning style. So, um, people who love to learn from pictures, images, charts, photos. So, you know, definitely people who probably love the quote images and the content that you would see in places like Instagram. And then you have the, um, oral learners always that’s ours,That’s it. Now that’s what we have in our family.
So yeah, here, you know, people who prefer to listen, you know, and these kinds of individuals are way more likely to just be ecstatic when you launch that podcast or when you bring out the book and then you say, Hey, there’s an audio book version. And you know, people who love to listen, um, then we have the physical. Now I know this is a little bit hard when we’re talking about the online. Well, because this is, you know, we’re usually talking about providing people with something that they can get hold of. Like we’ve got the advocates there for, for learning, counting, but there are ways that, you know, you can create more of that physical type learning by providing things like downloads and principles and things that people feel they can get something tangible from the message that you’re presenting.Um, then we have, you know, verbal learners. So people who enjoy like discussion, and like we are doing right now in terms of coming together, on a, on a live stream and, and having the opportunity for discussion and more, they prefer that verbal type of, um, uh, learning experience.
And then we have logical learners. So people who, you know, they want to see the data behind this. They want to see not necessarily, you know, digging deep into data, but they would like a more structured approach. So things like checklists and infographics, structured blog posts, that kind of thing to really help them understand the message that you’re putting across.
And then, social interpersonal. So people who actually like to learn in groups. So, you know, obviously, you know, when events bark, you know, these are kinds of people you’re just going to flock to events and, um, enjoy. So we can up that learning in a social and interpersonal way. But of course we can create that experience online with, you know, forums and group Skype and zoom calls and virtual events in that, in that manner.
And then we have the seventh, so there’s solitary learners. So people who like to just learn alone and are maybe more likely to sign up for that online course, they’re more likely to prefer like yourself learning option things, not as much in their face, but more kind of assuming that reading that blog post in their own time, signing up to something that they can do. You know, those kinds of learners, as opposed to social interpersonal and the different ways we learn. So I guess the point of bringing this up and sharing this is because, I just think it’s important to think about when you repurpose content.
And as I said, it, I don’t think it’s that you are missing the opportunity to connect with a interpersonal learner if you only do podcasts. But I think if you repurpose, you just establish a deeper connection because all of a sudden they’re like, yes, you know, I did listen to the podcast. Well, now that they’re doing this live stream or whatever, that is more my cup of tea, you know, that’s what I would like.
Mitch
What’s interesting, what we just experienced, is there’s a reason why I put you and I up on the left, for those of you watching the live video or recorded video or not listening to this on the podcast on this screen, Amy and I are on the left side of the screen in thumbnails live video. And in the main portion of the screen are photograph slides with words, and you’re actually accommodating the different learning approaches for people watching the video live and recorded listening to the podcast in this presentation right now, you might not just want to put a slide up there because people may want to see the video part of this and watch our expressions as part of the learning experience. One of the things I always enjoyed about classes in college, was showing up and watching the interaction between the students and the professors and the facial expressions. I just enjoyed that. I’m a people person, and there’s always somebody that’s going to throw you a left hook. You’re not ready for it. And that’s what keeps things interesting. Right? Tthe other thing Amy is, do you want me to bring this up or do we have some more slides?
Amy
I can, I, I’ve got some slides that I can share when we go through breaking down a Facebook live, but I can stop sharing now.
Mitch
Okay. I was just going to, I was just going to say, the other thing is we want to take into consideration our audience. Um, this Wednesday evening, our time here in California, I have Haben Girma on my show. Haben is the first deafblind graduate of Harvard law school. She’s the author of a bestselling book. She’s a civil rights and disability advocate. And so the way Haben Girma and I are putting on our live video show takes into consideration. How can we communicate and how can our audience and her audience digest the information that we’re going to be sharing. Now we did this once before three or four years ago. So she, and I both know what we’re going to do, but you do want to consider how is your audience digesting the information? And then I guess Amy, when repurposing that type of content, you also want to take into consideration, for example, American with Disabilities act and rules and regulations, right? And all the above. I mean, you can dive deep into repurposing content.
Amy
Yes, exactly. I mean, you know, quite often people ask me, um, about things like transcriptions, you know, so when they have the videos and podcasts and people ask me about, should they do transcriptions and will it help them with SEO and, you know, getting found by the search engines. But, my answer to that always is actually no, you know, transcripts aren’t really known to help you with SEO because they’re not written in an SEO friendly way. You know, they’re not written to rank for anything, but they, from an accessibility perspective, um, they are good for people who are hard of hearing or, uh, they are good for people who don’t speak your language as their first language. And, you know, there’s so many ways that actually, no, it might not help you with the search engines, but it helps you become more accessible, you know, to another level. And also just the kinds of people who want to he in the brain, they listen to something, but they really want to go back and read back through it and make notes and things like that. So you’re going from that listening learner to more of the structured learner. Now I want to highlight things and bring some structure to this and things like that. So it’s always thinking about, um, as he said, the accessibility and the different yeah. The different types of people and trying to just bring it closer to more people, isn’t it just trying to make it more accessible to as many people as possible.And I think when you do, I think, uh, it’s appreciated and it also gives you the opportunity to reach out and connect with more people, people who you may not have, uh, had the opportunity to connect with.
Mitch
I have a question here, you mentioned earlier about taking video clips, taking our live video, and I know you’re going to run through how to repurpose a Facebook live, for example, but what product or services do you use to create those clips? So there’s some basic questions here that maybe we can answer.
Amy
Yeah. So is it the question pertaining to turning longer videos into shorter videos? Like video clips? Yeah. So, um, I mean there’s different options there’s, um, using just a video editing software. So, you know, um, for example, on Marx, you most likely have a movie fell into the max or people may use things like Camtasia Final Cut Pro, video editing software, where when you do a live like a live stream like this, or you have a prerecorded video, but you’ll get you’ll extract the video file. So using third-party software, you can download the MP4, the video file of the video that you’ve created.
So using software like that, it’s about uploading the video into the software and then, you know, editing out clips. So just creating the clips and discarding the content that you don’t want and then creating individual clips. So that’s one way, um, when we do that, um, don’t want to get too tricky. But when we do that, we, we use a program called Canva. So Canva a graphic, uh, editing software. I think there’s a free version. And then it’s very low priced and it’s brilliant. I love it. I love it. The best thing, isn’t it.
So we, we like to create, uh, canvases that we put the video to sit on. And what I mean by that is often, you know, when you see it on social media videos often sets in, in somewhat of a, you know, a canvas with a title at the top and captions at the bottom and progress bars and things like that. They look more like a made for social media video. And, um, so we like to create that board around the video in something like there.And then we’ll, we’ll edit that into the video using the editing software.
Mitch
No, that, I mean, it’s sometimes it’s, it’s just breaking it down to the basics for a lot of team members, lawyers who have front office team members that are going to be doing this. I will tell you guys when we upload our video into iMovie, which is what Amy mentioned, which is free with, with our Macs. What we do is we then we’ll download the audio only and use that to help create the podcast. Although StreamYard does allow you just to download the audio, but we find when we’re able to look at the video and people talking, it’s easier to edit the audio. At least it is for us.
We are also are using, TryLately.ai. Have you tried LatelyAI Amy? Because it’s pretty powerful. It’s an AI based service, full disclosure, I’m a brand ambassador for the company, but it’s because I liked the product. So I’ll take this recorded video. I’ll upload it into lately, and lately we’ll create auto generated clips of our conversation. In fact, Gary Vaynerchuck is using LatelyAI on one of his Twitter feeds. You’lll create, say 50 to 125 different clips from this one interview. Then you go in, you clean up the language where you have a team member, clean up the language, add a link, add some hashtags, and then you schedule it as you deem appropriate once a week, once a month, four times a year. And it goes out is, uh, it’s pretty cool for taking and creating video clips. And I just wanted to put this out there. Um, um, most of what we’re doing is in iMovie right now. Right? Cause it’s just so darn easy, but why don’t we use a real life example, say we’re doing a Facebook live and uh, we’re done with the live recording. And now we want to repurpose this Facebook live. I know you’re going to share a couple of your favorite approaches with the audience.
Amy
Jump to my sides again, and I’ll show you, um, so, uh, really quickly, um, I want to point out something which is really quickly that before we go into how to repurpose a live video, I wanted to make the point that sometimes your live video can be repurposed content to begin with. And what I mean by that is when people say to me, what would the live be about, or how do I prep for the live and things like that?
So a podcast, a live stream could be expanding on a podcast episode, so you could be a podcaster. Um, and then maybe every Friday you go live to talk about the topic of your podcast episode that week or something like that. So it’s, you know, it’s kind of repurpose and you put all the thought and effort into the initial piece. Now you’re going live another option. You do blog posts and then every life every week or whatever it may be, maybe you do live stream about blog posts. Um, you could make your live streams answering questions from your clients. Um, so the questions come in and every week live stream is in relation to that, uh, questions from social media, Twitter chats, Instagram stories, polls, that kind of thing, or inviting, you know, guests onto your show. So sometimes people do a podcast and then they do a live stream with the same guests. So getting a little bit matter, but your live stream can even start from, you know, repurposed content, repurposed ideas, I guess, and messages, um, and then different ways to repurpose your live video.
So, um, we, when we looked at the learning styles, when you do your live video, you’re connecting very deeply with those verbal learners and also the social interpersonal people who turn up enjoying the live experience in the interaction.Um, you forget, we talked about some of these so extracts in the videos and putting into other locations and put in your video onto YouTube and, um, other places like that. Um, we talked about this as well, but putting your video into a block as well. So when you have that video content extracts in the video and showing it in like a flog style, uh, content on your blog, um, editing 10, so remove live elements and make it more interesting for non audience is often something that we recommend. So often we rarely recommend having a way that you segment your life. So that there’s a clear section that you could repurpose where it doesn’t involve maybe some light into action asking people to comment below and all that kind of thing. So it’s stripping that out in the, after if the live to make it more interesting for that non live audience that missed the live action.
Mitch
Can you, I’m not sure I understand that. Okay. So where it says remove live elements, make it more interesting for your non-life audience. Can you give me an example?
Amy
Yeah,I can give you an example. So, um, so for example, a client of ours, she used to do live streams where she had kind of fashion, uh, travel fashion type of livestreams with chef clothes and things like that. And we used to repurpose like say 45 minute live stream into more like a 10 to 12 minute YouTube video. And what we used to take out was a lot of the, just kind of live aspects. So waiting for people to join, you know, let’s have a theme that more people join before we get started cutting that out. Um, maybe cutting out, uh, sections where it became a bit back and forward, you know, people asking questions and say, not quite sure what you mean. Can you type a little bit more in here? Oh, you know, all of that out. So it’s not fair to say trim the fat cause it wasn’t fat to begin with.
So that’s something that we often do is really trimmed down a live stream for a post live video. Yeah. And a reason. And then here, we have to show a video having this little video baby. So as we said, it sounds like lately gives you a video, lots of little video babies.
I’ve never thought of it that way before. Um,So using various tools and slice and dice and the videos and sharing in all the different platforms that you want to share them with. Um, but that’s all still video. So we’ve talked about video in different ways to share the video. So when we look in at, okay, how do we move from video now? So at straps in the audio. So make sure you just mentioned this before, and it’s something I mentioned with Jay Baer in LA during his Talk Trigger show, but when you have video, you have audio. So if you are interested in having a podcast and having that podcast audience and it is appropriate and it’s not too visually dependent and that kind of thing.
And it’s a really great idea to explore extracting audio from video and turning into a podcast episode. And especially when I mentioned earlier, the removal of some of the live elements from videos. So we often we would do this with our clients who were turning live streams to podcast episodes, just because we would be thinking about the audio experience and, and definitely not wanting to her comment below and things like that because that’s not relevant when you listen to the podcast in the car and that kind of thing. So, um, this is a really good thing to do and I really do recommend it because, um, I think sometimes people are surprised how much their audience are crying out to listen to them in the car, on the dog walks, if they don’t have enough time to watch the videos and that kind of thing. Um, so that actually connecting with those oral learners too. So you’re expanding who you are connecting with through that type of content. Um, then we have create written content. It’s people do still want to read. So I’ve got here from a life
Mitch
Amy. Yes. Just real quick before I forget it, because at my age, if I don’t say something, I’m going to forget about it. I think what’s interesting is you said, sometimes there’s so much noise during the live broadcast. What you can do is edit out those dead spots in the audio too. You can make your audio better too. Before you share it with the world, you don’t have to share a bad audio with the world. Right? And so sometimes when I mess up, uh, with giving an introduction or for whatever reason, we have a dead spot we’ll splice and cut that out of the audio before we redistribute it. I’m sorry for interrupting, but I just wanted everyone to know. Don’t put so much pressure on yourself. There’s so much you can do in the editing side of what we’re talking about to make your guests look good, to make your content look better. So use these tools to come across in a more acceptable fashion.
Amy
Yeah, exactly. And, um, we just always recommend that having a format to say a live stream, um, where, you know, the bits that you are going to turn into the podcast episode, and you just know the bits that you are going to at a Itau. So if you have a start to your show where you interact with people, welcome them, you know, back and forward, then you have a key section where you present to a topic and you tell your live streamers for the next 10 minutes or so I’m going to be presenting to a particular topic.
And so I’m not going to take questions for the next 10 minutes, but then at the end, I’ll stop. I’ll come back for questions. They know why you’re not taking questions at that point in time. And then that’s the goal that you can take to become the podcast episode, because you presented on the core topic and then you can cook too, right?
Let’s have some back and forward. Now let’s chat. This is live. And I really recommend that because if you go live, um, the whole point of that is to be live. Isn’t it it’s to interact with people and recognize that people are there and, and make the most of that experience. So you don’t want to diminish that because you’re thinking, oh, it’s going to become a podcast episode. And it’ll seem weird to my podcast listeners if I’m engaging with them, but don’t do it constantly. You know, he segments it, but you have a really great bit that you can take out.
So it’s really good to think if you are planning on doing that, how could it make it as easy as possible in the editing process? And if you don’t then just start an intro at the start that says, you know, Hey guys, welcome to podcast episode.This is actually audio from a live stream. So if you hear me say certain things about comments, it’s a live stream, that’s why I’m saying it. And you know, then go into the main bit. So everything I said, make sure everything is editable, changeable, explainable. So it’s more about just getting, going with it, isn’t it. And finding a rhythm with it. Um, so yeah, that really works. Um, so yeah, then, uh, written content. So, you know, things like writing show notes, but you can go a little bit further and you can also write long form blog posts about the topic that you discussed. Um, if it’s an interview, you can do a journalistic type where you took of the interview through to if it’s, you know, you presenting on a particular topic, but it’s really great to have that written content with the con with the videos that you create.And I just like to mention that as well as thinking about putting them onto your website is an obvious place as a blog post, you can post them as a LinkedIn article. You could post them as a medium article. Uh, maybe there’s a professional, uh, you know, sites or journal that you submit articles to be published there.
Mitch
Absolutely. So, so my comment is watch how Amy blogs, look at Mike Allton’s blog posts, watch Nick Rishwain’s blog posts at Experts.com. What they do is obviously in addition to great content, they’re bringing in comments and examples from clients from third parties or including them as part of their content creation. And guess what happens you guys, when somebody with who’s well thought of maybe has a large audience of social media followers, that they’re quoted or the focal point of a blog post, they usually will share that out, uh, assuming all else equal to their audience. And it’s a great way to kind of expand your audience, expand your perceived expertise, your top of mind awareness on social media, when you, when you create properly, uh, written blog posts.
Chris Brogan wrote a chapter in my book about the blogging for professionals, you know, a right and wrong way to do it. Mike Allton did the same thing. So it’s a, it’s a matter of, um, doing what Amy’s talking about and then, uh, letting loose of the reins a little bit, right?
You’ve created the original content. Now hand this over to a organization or company like Amy or to your front team and the front office. And let them start sharing this on social media for you, uh, in all the different ways that we talked about. But here’s my question. It’s what about duplicate content? Do we need to be worried about being penalized by the Google algorithm? When we share blog post on medium LinkedIn article on our blog site, what are the pros and cons of what we need to know?
Amy
Yeah. So there isn’t any such thing. There’s no Google penalization, so you can’t get penalized by Google, and it’s absolutely fine for you to put an article on your blog and put that also on medium or LinkedIn, what you do want to do. What you need to do is if you are going to put it on your blog and you would like the blog post to be recognized as the original source of that content, then you want to make sure that you put it on there first. And you want to maybe allow a little bit of time for Google to rank that as the original source of that article. So, you know, maybe allow, so it’s different schools of thought, some people say you still are a week or two. Some people say no, allow about four or five weeks before you would then post that on to medium or LinkedIn or wherever it may be, but just allowing a little bit of time to make sure that it gets registered as the original house.And then when you post that article in other places, it’s just a really great idea to maybe out at the bottom. Um, this article originally appeared on and just provide the link to where it originally played on your website. That’s, you know, that’s, that’s absolutely fine. And I would say that’s perfectly best practice for, for your written content. And you can always change the title up a little bit and, um, change it a little bit if you want, but even if you didn’t, it would be fine and you wouldn’t get in trouble with Gabriel or penalized or blacklisted or anything like that.
Mitch
AllRight, that’s good. That’s good to hear everyone. We’re speaking with Amy Woods of Content10X. She is a repurposing content expert, social media expert, and her name was shared with my by Jay Baer, who is one of the most people respected marketers on the planet. And, um, and that’s why Amy’s here today. I do have some questions are coming in. I think it’s on Periscope or YouTube. I’m not really sure, but we’ll get to them. Uh, but I do want to say, hi, Amy, uh, you’re over in England, Harold Epps is up the street. We’re actually going to grab a zoom a lunch together when we’re done with this show in a couple of hours, and he’s a long-time friend of mine. So Harold is good to see you.
Amy, can you please share with us four or five of the most common mistakes that you see people make when it comes to repurposing content on social media.Yeah.
Amy
Yeah, sure. So, um, first thing I would say is having kind of like a set and forget when you repurpose content on social media. So this is, this is when you don’t follow with the content that you create.
it’s about engagement, isn’t it? So this is more about, I guess, social media than, than all the things that we’ve talked about, turning into podcasts and blog posts and things like that. But on social media, if, you know, if you have a strategy where every blog post is going to become 10 tweets, but then you never go on Twitter. So you just put it into buffer or Hootsuite or and never go to twitter, it’s a shame because you want to be using the platform for what it’s for and not just setting and forgetting.
So that’s one thing, follow your content. So that, that was what I would say, turn, you should turn up and you should engage with people and make the time to have those engagements, um, for the mistakes. So, uh, not respecting the platform. So this is, this is really about, it’s not just a one size fits all approach. And they, the Instagram posts may not be the LinkedIn posts and the LinkedIn posts may not be the TikTok posts running on doing and so on. And so it’s really about, um, consider why people are there. Um, and make sure going back to when we were talking about it’s all a form of communication and just getting your message across in the most appropriate way for that platform. So not so much copy and paste, but more around why people on Twitter, why people on Instagram, why people on Facebook by people on LinkedIn and adjusting the message to, um, to just consider the platform and be, be respectful of why people are there and have fun with it too.
Um, the conversation you have on Twitter might not be, you know, the same conversation that you have on LinkedIn. Um, so yeah, there’s that, and then I guess lastly, like no consistency, so it’s so important from a few different perspectives. So social media, the algorithms love consistency and they love engagement. So they are going to give you some love and help you get found by more people. If they see that you are engaging and see that you are consistent. Um, but also humans love consistency, too. Humans love if we stop and talk about bots and just say, right, humans love, um, consistency. Actually. They like to see similar things coming out with similar time. You like to see you be consistent with your message and who you are and what you stand for and what, what you’re telling people you do and consistent with showing up in different places. And humans love to be engaged with today. So it’s not just about the box here. Um, so yeah, I would say they are the key things. You’ve got to respect the platform, don’t set and forget, and try and be consistent. And it’s not about trying to do everything. It’s about just being consistent with the things that you do.
Mitch
I love that. What, what about, um, using the power of repurposing content with also, uh, tapping into the power of all of the different time zones around the world? Right now we’re live 10 o’clock in the morning in California. I’m not sure what time it is in Manchester, but there are people who will, who are watching this live from all over the world or the recorded version re-purposing allows us to accommodate those potential viewers, right?
Amy
Yeah, exactly. It’s comes back to the accessibility again, doesn’t it. And it’s, you know, it’s just making it more accessible for all sorts of different reasons. And yeah, time zones are a huge thing and it, and it is a tricky well, and especially, you know, with a live stream in particularly, you’ve just got to know where the majority of it, you can’t please, everybody can you, but then that’s the beauty of, of then repurpose in and getting the gold from what people did miss in Australia while they were asleep, that they can still see more from the content that you repurpose. And I, and I think, again, that’s why it comes down to the might not want to watch the whole live stream. And that might be too much of an ask, but asking them to watch the shorter, you know, YouTube highlight, highlight video, that’s the six minutes of the, the gold from the live stream or whatever. That’s when you start kind of really being strategic with you repurpose in and really audience centric, because that’s what you’re trying to achieve.
Mitch
Amy. This has been fantastic. What, what you’ve shown us is you’ve given us some new ideas to, to set out more welcome mats into our practices, into our businesses, into our lives. And I think just because I may enjoy Twitter, my audience might be over on Instagram and LinkedIn. And so, like you said, understanding and using the power of repurposing to, to tap into lay out those welcome mats on other platforms and to start and build better relationships and more referral sources. It’s a business asset that is oftentimes underutilized, but as you said at the beginning of the show, because of the amount of time that you’re putting into it, maybe it’s a business asset, more of us need to spend more time on and do the right way. And I don’t know about you, but I have a little bit more time right now to do this kind of stuff than I did six months ago. So this is a great opportunity for everyone to be proactive in an ad repurposing and the recreation of existing content into your marketing and branding needs. Amy, if anyone’s jumping in late, if they want to connect out with you, if they want to get your company involved with their repurposing efforts, what’s the best way for them to reach out to you.
Amy
It really is just either website,https://www.content10x.com or you can find me pretty much on every social platform as well. And I’m Content10X on all the social platforms.
Mitch
You, you are fantastic. I’m glad that our paths have crossed. And I really appreciate it on behalf of everyone watching the show, both live and recorded. I really appreciate you being on Amy, sharing your wisdom, sharing your expertise, sharing all the different ways that we can repurpose content, uh, to build our brand in an exponential way that not only takes care of our immediate community here locally, but also nationally and globally. That’s what social is all about. And that’s what all those welcome assets that Amy of has been showing us how to do. That’s where they come in and they help you, but even more important, they help your customers and your clients getting answers and solutions. Amy, thank you for being on the show. Really appreciate it. Thanks everyone for joining us. This will be available. You guys recorded and in podcast version probably in a few days, but between now and then you guys enjoy the journey, do the best you can with what you’ve got and work each day to make it a masterpiece. Thanks everyone. Thank you, Amy. I appreciate you.
Amy
Thanks so much for having me on. It’s been great.
Mitch
All right. Thanks. Bye-bye.
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Live Video https://mitchjackson.com/2020/08/02/amy-woods-mitch-jackson/
Video clips https://mitchjackson.com/2021/07/05/how-to-repurpose-social-media-content/
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