Gary Vay ner chuk?
He is a he and he is one of the BIGEST social media ‘influencers‘ around. You’ll find him on every app on your iPhone, Facebook, Insta, Snaperdo, YouTube, Blogging,. LinkedIn,. Musically? Ah nope. You get the point though.
He talks straight sense on social media, business and entrepreneurship. He also drops f-bombs as often as you and I breath – good for him, I guess, bad for you if you cannot stand that talk.
Wanna be famous like Gary Vee, get massive attention and skyrocket your business?
Here is the magic formula the secret sauce:
Master Content Repurposing like Gary Vee.
Content (production) is the cost (of entry) to be relevant in our society – Annon
The secret, the big secret, to Gary Vee’s public profile is his repurposing and reusing of content.
The repurposing idea is gloriously simple.
Create once and use it many times.
You are welcome!
Create once piece of content, with 10 executions.
Part I – Why Repurpose content?
The goal of (producing) content is to make selling stuff easier – Peter Druker.
Produce content to make selling stuff easier!! Love it.
You repurpose because producing content is time and money intensive (resources). Because it is ‘resource intensive’ you want more results from the same effort.
The work smarter not harder approach.
My content marketing KPI’s (one of them) are the amount of leads per hour per effort to produce said content. Right, lead/hour of effort.
- Blog post – 10 subscribers
- Video – 5 subscribers
- Podcast – 12 subscribers
- Slideshare – 5 subscribers
Total – 32 subscribers – and 22 I would not have realized without repurposing content.
Here are three ‘super size me’ reasons why you should recycle, repurpose, and reuse content.
Because people consume different modalities of content throughout the day. E.g. audio on the commute, written at lunch, video at night. Each modality caters to different audience segment.
Because you want to get in front of new audience, not possible with only blogging or doing video.
Because, the more opportunities for amplification, the more opportunities for lead generation.
Do you know why is content important for your business?
… because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.- Peter Drucker
‘Why is content important’ ‘and how much do you need for business success questions’
Content Marketing FAQ,
Content curation is a viable authority building tactic
The 5 Blog post your Customer are dying to read on your blog
Why is content important and the ZMOT?
Content answer peoples questions they ask at every stage of their ‘buyers journey’.
Before the internet, salespeople were the gatekeeper of knowledge. Gatekeepers standing between prospects and information.
Today, people fire up Google to research. If people do not find the answers on your website they search your competitors website.
The below quote perfectly illustrates the I’ll ‘look for answers immediately:
Today you are not behind your competition. You not behind the technology. You are behind your consumer.
The *buyers journey* which takes people from (problem) unaware to (solution) most aware states happens in moments.
Do you have content which influence prospects at the earliest stages of their search?
This first experience with branded content called the Zero Moment of Truth.
The ZMOT begins with a person getting a stimuli; an idea about something when they see an ad, or hear a word, while watching a movie or a TV show.
‘How much content do you need:’
Look at the step in your sales funnel and ask how many question do people ask at each of the stage? Yes, the answer is often the ‘how long is a piece of string’ answer.
Yet, this top of the funnel content is important.
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Part II – The juicy bits to Master Content Repurposing
The answer is to start with one modality of content and then divide by 10.
Not suggesting splicing one 10 minute video into 10 – 1 minute segments!! Although, 1 minute standalone videos are powerful and effective.
But, instead do this:
Start with one modality of content– e.g. I being with a podcast:
- as I record a podcast, I also use speech to text software, capturing words into text.
- This text, when polished becomes a blog post.
- Pull quotes are overlaid onto images (for social) pointing to the original podcast.
- Post an abridged blog post as a LinkedIn article.
- Using the same or abridged message I record a video and upload to YouTube, pointing back to the original podcast.
- Upload the same video to Facebook – natively.
- Record a Facebook Live talking/discussing the main points of the podcast – linking back to the podcast.
- Create a presentation and upload onto Slideshare.
- Use Lumen5 and create a video from the blog post – upload to all social sites.
- Record a Periscope video talking about the main points.
- Post on Medium pointing back to the original podcast.
- Make a Pin for Pinterest.
Or, start with a Facebook Live:
- Download the FB Live and upload to YouTube.
- Strip out audio and use as podcast.
- Share the YouTube video on LinkedIn.
- Transcribe the audio in text.
- Make pull quotes images from the FB Live.
- Make a Pinterest Pin
- 3-5 Tweets
[Taking a deep breath!! and recap]
This 10 into 1 is a mindset shift (and setting up a process) more than doing any new …
The magic, of this 10 into 1, happens when done consistently. So set a production schedule of one major content piece per week.
Also published on Medium.