Esther
Good morning and welcome to the Monday morning marketing podcast. I'm Esther
Melanie
and I'm Melanie.
Esther
And today we're talking about how and why to repurpose your content.
Melanie
But first, let's hear from our sponsors. We know how hard it is to juggle all the things in your business accounts, meetings and the never-ending inbox. That's why we've teamed up with Agorapulse to give you more than five hours back a week. When it comes to managing your social media marketing, no more complicated Exccel docs, long emails or millions of open tabs. Simply manage all of your social media channels in one place. Go to a Agorapulse.com forwardmonday/morningmarketing to get one month free. Now all you have to do is figure out how you want to spend those spare five hours,
Esther
maybe by repurposing your content. So content is your blog. For example, you write a blog of
Melanie
One of the places you start from.
Esther
Yeah, so you write. OK, so let's start from there. You write a blog, it takes hours of research, hours of writing, editing and everything else. But once the blog is out there. Well, it's not the last place that it should be left to die. It's not just one and done OK. So some examples of ways to repurpose your blog would be.
Melanie
Well, you could create a podcast out of that.
Esther
You could, you could little titbits, little snippets of your blog in an audio. That's not what we do, we don't do that,
Melanie
Although it's a good idea. We should start
Esther
Yeah, you blog more than I do. So maybe I should start with blogging anyway,
Melanie
and then you can do infographics.
Esther
Yes. I love, everybody loves a good infographics. Just lots of information in one place without having to read through all the keywords.
Melanie
I knew you were pitch orientated.
Esther
I love yeah, I really do love it. I do love reading, though, too. Yet another place you could turn it into video either if you want to do a live stream and just not read it out, but summarise it. And then you could then add that video summary to the top of your blog so that people could just listen to the video and or watch the video and not read the blog or both. Or you could record it like I would probably do. And then edit, edit, edit, edit, edit. And then never have anybody ever watch it. No, I'm joking.
Melanie
You create the video, edit, then get rid of the video we cast somebody else.
Esther
Yes, exactly. Exactly. Actually if you do go to IPA, IPA group.co and go to our blogs, it is not me that is in the video for the blogs in English. It's not. And I'm not even doing the ones in Spanish either. It's another team member because I just yeah I have other things to do but it is, it is a very good way. And another thing. Yes.
Melanie
E-books, e-books,
Esther
e-books and PDF's downloads. Yep. Brilliant ways to do it. Always have a call to action on your blog on all of your content that you have there. Summary so the summary can go out onto other blogs. You could modify it and change it up and then post it on a host. Sorry, post it as a guest post on somebody else's blog.
Melanie
Get valuable back links to your websites
Melanie
exactly. If your content is so useful and valuable and you've written a blog and it's maybe a "how to" or something, you might want to turn that into a course, which is also a different way of delivering the same content.
Esther
Yeah, and you don't have to start with the blog. You could start with the podcast and the podcast can be turned into show notes and then a blog and then images and everything else
Melanie
if you can't, yeah... Because you're terrified of doing the old video. Right.
Esther
I know. I really am.
Melanie
But you are happy to speak at events, which is weird.
Esther
I know. Right. But nobody is recording me at the event. Nobody else outside that room will see it.
Melanie
Nobody you see is recording. If you put it that way.
Esther
Hmm. OK, maybe I don't want to speak at events anymore. No, but you can. You can. Yeah. You can turn your content into valuable speaking engagements that gets you recognised around the world or in your local community or, you know, numerous other places. Share it. Share your blog, share your podcast across all your different platforms, your social media using Agorapulse, obviously, and share it into groups. Groups are a great place to share your content
Melanie
and share your Facebook groups.
Esther
Yeah, yeah. Join communities. We're talking next week to Lucy Hall about her community. Join a community and share your information. Not as a way to get people to buy from you, but as a way to provide extra resources and value to the group as.
Melanie
A couple of other things that we need to mention as well, because what we've been doing is all quite affordable and quite achievable.
Esther
Yes,
Melanie
But there is a slightly higher ticket value, things that we can also mention, and they're not massively unreachable. You know, it is possible for medium sized business to do it, but so TV would be one. And radio and then national and local newspaper.
Esther
I would never have thought of those, I would never have thought of, you know, your content on a podcast. The... It's too early in the morning, guys. I mean, it's Monday. It's the morning. You know, I really shouldn't have agreed to do a Monday morning podcast, but. How like, explain this to me, because I yeah, I'm probably not the only one who hasn't thought about radio and TV and things gone
Melanie
Well, I've never actually done TV myself, but I've been in local press and on the radio and, you know. They're always looking for new suggestions for guests, and you just need to pitch your business or know somebody who can help you pitch it to the radio station, to the TV station. You know, there's nationwide here in Ireland, in each country, they'll be sort of a community orientated TV channel that may be able to look at, you know, the location you're in and have a guest and nationwide here in the Republic of Ireland does that. But then you get the local radio stations and it may not be as wide as you'd like, but is it an area that you could actually achieve reach and affordably, which it doesn't cost that much in fairness. And then national press and local press even easier. You just need to learn the art of press releases.
Esther
Yeah, but it's not I mean, OK for that one for the newspaper, it's not just press releases and ads. So you can actually get an interview put in to the newspaper. I mean, Melanie and I are part of of a group called Women's Inspirer Network. We have mentioned that before. And in there, a lot of people would come in and ask for information and ask for does anybody is anybody going through this right now? Is anybody has anybody started their business during the pandemic? Has anybody had to work from home while, you know, home schooling as well, so you could get your business in front of a of a wider audience with that as well, and that one wouldn't cost you any money.
Melanie
No.
Esther
You just have to know. And there's a hashtag on Twitter, isn't there journo requests.
Melanie
Journo requests would be a really good way as well of responding to the journalists. So it might be worth, you know, getting yourself a Twitter account and scanning that's not just a UK or Irish thing is a general request is, you know, internationally known in each language. So, you know, do check out your location as well.
Esther
Yeah. OK, so we have our blog. And for Melanie and I both use this platform for sending out our blog at scheduled intervals. We would use missing letter because it takes the hassle out of having to think what a caption to put above it. It'll pollute the image from your blog. It's great, there are automated tools that can turn your blog into an audio. If you don't want to sit down and use a tool like Anchor and talk into it, Content 10x.
Melanie
He uses that bit and he's a big fan of Content 10x. But there's play H.T. as well. And there's, you know, we use Anchor and Audacity for our podcast.
Esther
Yeah.
Melanie
Agorapulse,
Esther
of course.
Melanie
All of our social media scheduling, reporting, keeping up in contact with our followers and influencers.
Esther
Yeah.
Melanie
Can we use that for all of our images? And you know, if you can't do the Canva Pro gives you video and music that you can also utilise as well.
Esther
Yeah. I mean well Melanie uses Canva, I don't, but we would use Invideo here at IPA Group to turn information into videos and it there are so many tools out there guys. We're just mentioning a few that we know and love and have used. But do your research do your homework because that blog post or that podcast or that speaking event shouldn't just be left as a one off. Yeah.
Melanie
If you're going to leave it, if you're going to create some content, try and make it as far as possible, as evergreen as possible. You know, we've mentioned the pandemic and that's probably going to be around for another year possibly and maybe even longer. So but once that is over, this podcast won't be as relevant because it won't be pandemic. So, you know, try and keep this kind of stuff you put in a missing letter and that you repurposing on different platforms as evergreen as possible.
Esther
Yeah, exactly. If you have any questions for us or any comments or would like us to explain more about how or where you can repurpose your content, then get in touch. Did we actually mention why you should do it?
Melanie
Well,
Esther
it's good for you.
Melanie
Yeah. Your audience picks it up in different ways. OK, some people listen, some people watch, some people look at pretty pictures like Esther and sometimes this is a way of clustering your marketing and people feel like, oh, "I heard about that". I listen to the podcast and then they'll see in a video a week later and then they'll pick up the local paper. And they'll see it there as well. And so you seem to be everywhere all at once.
Esther
That's a scary thought.
Melanie
So, yeah, that's all we've got time for today. But just before I finish, I just want to remind everybody, we've only spoken about the ones that we've used, all the platforms that we've used. We're not sponsored by anybody other than Agorapulse. So, you know, we're not advocating for them, particularly other than Agorapulse.
Esther
OK, Melanie, we get it. We love Agorapulse.
Melanie
We love it.
Esther
Thank you guys for joining us. We'll be back next week, like I said, with Lucy Hall talking about building communities online. And hopefully you could join us then. Bye bye
Melanie
Bye.
