Doing more with less: reuse content – WAU
Have you ever found super cool content that you really wanted to see, but ended up leaving it for later because it was a podcast and you didn’t want to hear one at that time? Boring right? Wouldn’t it be great if every podcast had a book version, so you can skip a chapter if it doesn’t interest you? […]
Have you ever found super cool content that you really wanted to see, but ended up leaving it for later because it was a podcast and you didn’t want to hear one at that time? Boring right? Wouldn’t it be great if every podcast had a book version, so you can skip a chapter if it doesn’t interest you?
If a person doesn’t like to read eBooks for example (or is using a Smart TV, and doesn’t want to read a book on it), making the same content available on video can help a lot! Well, reuse of content is not pickling, it is just the opposite: allowing the user to consume the content on the platform he wants.
If you focus on a single tool (blog, video, etc.), there is a risk of losing business because your user was simply looking for another format. There is no point in creating a 500-page manual on how to be the king of Photoshop, if most people are looking for small tutorials on the Internet on how to perform some specific actions. Reuse content and see how to improve your results!
What does content marketing and reuse have to do?
With content marketing it’s the same thing: it’s not enough just to have good content, it also needs to be in the right format, after all, you don’t want to lose leads and sales, do you? So it is better to create content in different formats, so someone who likes video will not leave their content aside for being a podcast, for example.
In addition, you get a much better result with a much lesser marketing effort: since the search and content are ready, you just need to change the format. And with that, your company can increase its presence on the web, since you will be present on several content sharing platforms.
Let’s look at some of the most popular formats, which you can explore when creating your content marketing strategy:
- videos: nowadays they are very easy to do (we even have a post about it here), all you need is a digital camera and a good microphone. There are several formats to be explored: tutorials, classes, werbinars, that is, it is very flexible. It also helps to humanize your brand, after all you are showing your face, showing the people behind your organization. In addition, it is a format that adapts well to any type of device (which does not happen with eBooks, for example, which are not good to read on a very small smartphone).
- eBooks: digital books help a lot to create authority for your business, since they show your mastery over the subject (after all, you wrote a book now!). They are more complicated and take more time to make, but are considered rich materials, due to the amount of information it contains. They can also be used to increase your email base (with a form that asks for the email to download) or your visibility (like like on Facebook to download).
- Whitepapers: similar to ebooks, but smaller, and dealing only with a specific subject. They are easier to do because the text is smaller and less complex than an ebook.
- Podcast: they are small programs, usually weekly, that use only audio (so it is often compared to radio programs). It is usually heard by people on long trips or who are stuck in traffic for a long time every day.
- Infographics: bring together a set of information and images in one piece. In this way, it is easier to present a large data set.
- Blog posts: one of the most important formats in virtually all content marketing strategies. On the blog, in addition to making traditional posts, it is possible to create posts for all the other materials you produce.
- Presentation: Slideshows can go a long way towards improving your authority, and are very easy to do. And they can be reused well: if you did a seminar on a topic, you can put the same presentation on your blog to attract more leads, for example.
- Social networks: has the obvious advantage of allowing you to connect with potential customers, and of course, of allowing you to spread the content you produce. In addition, producing content specifically for social media can work very well as an extension of your blog. If you have a fashion blog for example, an Instagram profile can help you achieve better results.
Understanding each of these formats helps you know how each content you produce can be reused. Depending on your content generation needs, according to your clients’ questions and their needs, you must adjust your production to ensure the best possible results for your marketing.
How to reuse
There are basically two ways to reuse content: the top-down mode and the bottom-up mode. We will explain in more detail how each of these modes works, and the advantages and disadvantages of each.
It is a system for reusing content in which the rich materials are then divided into smaller and / or simpler materials. An eBook, for example, will be turned into several blog posts, or videos for YouTube, for example. This makes it possible to divide the broadest and most complex content into smaller and simpler parts.
Here at Websites Are Us, this is the way we use it. With it, each eBook we make gives rise to 3 posts, a video and a presentation.
Bottom-up reuse is the exact opposite of top-down: in it you take simpler content (like posts and videos) and bring them all together into a more complete one (like an eBook, for example). If you have a set of blog posts on a similar topic, it is possible to bring them all together into a single, more complete material.
In addition to these two ways, there is a more lateral mode, in which one content gives rise to another with a similar level of complexity. A well-written blog post, for example, can give rise to a video on YouTube, or a podcast.
It is much easier to make this reuse and generate content in different formats if you have all of your content documented and your system of reuse processed.
Every time you create an eBook, for example, study calmly what other formats it can help you with. Create a checklist with everything you want to reuse: create a video for a specific chapter, a post on a topic covered, etc.
Another important point is to put the reused content on your editorial calendar (if you don’t know what one is, run and click here, and if you don’t have one yet, we have a template here). So you will always remember to reuse your content, and you will have a deadline for each material you want to reuse.
Organizing this process is a hand in hand, especially after some time, when you already have a huge amount of content, and you no longer know what can or cannot be reused. This can make your life a lot easier later, so create a table with everything you’ve ever produced.
Following these tips will make it much easier to generate a lot of content for your business, and thus allow you to attract more leads and generate more sales!
And if you just scrolled down here and are too lazy to read all this text, not out of desperation, you can also watch the video with Vitor Peçanha, explaining how Websites Are Us uses its content (ha! Ta seeing how it works?)