How to Repurpose, Schedule, and Track Your Content Creation

 In Marketing, professional development

If You Knew Your Video Viewers Weren’t Your Fans Would You Do Things Differently?

They’re not.

The people who are following you as fans on Facebook are not the people who are viewing your YouTube videos. And vice versa. So if you’re not wisely repurposing your articles, blogs and posts into YouTube videos so that you reach 3-4x the number of people without having to create 3-4x the same content… you’re NUTS!

Been there! Takes one to know one.

It seemed redundant to me. Overkill. Repetitious.

Guess what? It works. You wrote it, researched the science behind it or had a case study. You know it so well if you spent that amount of time on it. So go demonstrate it (or even create a talking head video – it still is a different presentation), and create images that allow a different unique way to capture the essence of a message.

  1. Start with the nugget of content. Sometimes for me that’s an hour I spend reading research – say the newest NSCA Strength & Conditioning Journal. I sift through for anything relevant to my audience. Or maybe I go instead looking online for recent research on muscle losses or protein needs for my over 50 market. Once I’ve located a study that’s news worthy and relates to a program that I’m going to be offering (share content with your end in mind), I’m ready to create content.
  2. Connect the content to what motivates your customer. If you don’t know, don’t use the study even if YOU love it!
  3. Write 3-5 bullets. (post)
  4. Come up with application tips so that a customer can read what you’ve written and immediately apply the information to what they choose for dinner or how they workout, for example. (Develop a handout or cheat sheet readers or viewers can download – in exchange for your email sometimes)
  5. Create a way you demonstrate it. Draw a picture or show an exercise. Do something that would justify this as a video. Yes, it might be just you and a stack of books showing how you take research and give it to your customers. (video)
  6. Flesh out the bullets into short paragraphs. (article or blog)
  7. Determine an image that peaks curiosity about the topic. (Pinterest, FB,video thumbnail images)
  8. Create an audio (may be a podcast and may just be an audio link that sits on your site)

Then decide what’s first. Maybe it’s video so you can embed it in your blog or link in your article. Then go down your list and get each item posted:

  • youtube (inserted into….)
  • Blog (posted onto…and tweeted)
  • facebook (shared on your personal and staff member’s personal pages)
  • tweet

This is how you do social with a strategy and avoid random posts that are never connected back to your site and you and the things that you want to drive traffic to. You create a relationship this way. Facebook may allow you to sell but if your customers aren’t buying or asking to from it, you’re likely turning off 99% of people who will never see your posts in their timeline and aren’t choosing to come see what you’ve posted today.