I was recently talking with a client about repackaging and repurposing content. I had suggested that it would be a good idea to take an audio from a teleclass and repackage it into several other pieces that the client could use in her marketing.
She didn’t understand why I would suggest doing that – the audio itself was content so why didn’t we we just blast the link out for everywhere so people could opt in to it and therefore get the material – no extra work required.
It’s important to realize that people take in their information in all different kinds of ways. In order to reach them you need to find the way that speaks directly to them.
So what does this have to do with chocolate and cinnamon, you are asking? Well that’s easy!
I love chocolate. But I’m not like most people. I like milk chocolate the best. You can give me the best Belgian chocolate you can find on this earth, and I will just think ‘meh’ … and still prefer a Mars Bar. I actually don’t like dark chocolate at all. Even though they are all types of chocolate, I prefer the more common kind versus the higher end, better quality, more expensive type.
I do not like cinnamon. I don’t like cinnamon buns, I don’t like it in apple pie, and I don’t like it any other way most people use cinnamon (I really can’t comprehend enjoying cinnamon hearts, cinnamon gum OR cinnamon toothpaste, but I digress … !). Having said that, I always put a pinch of cinnamon in my turkey gravy when I am cooking, and I do really like the Cinnabon cereal bar. (I don’t know why I like that and not cinnamon buns, but I do – it doesn’t seem to burn like the other things do). So again … repackage your cinnamon and I can actually say I like it.
These are silly (but true!) examples of how to look at something from another angle to see it through someone else’s eyes.
In the quest for our ideal client’s attention, we have to be aware that not everyone is looking for the same thing, but if you package it differently they might hear what you are saying and like it.
So it you take that audio and break it down into 6 blog posts, or 1 article, or 3 videos … it’s still the same content, but it’s a different way for someone to find it.
My client’s thought of sending the audio out more places was a smart idea – but by putting it into 3 or 4 new formats, we could reach people in different ways, and that could just make them jump up and pay attention. Try it yourself – and be sure to measure your results so you know what your audience is responding to (don’t just do things for the sake of doing them!)
Chocolate, cinnamon or marketing materials – they are all the same thing – give your audience something that appeals to them and you may just open a door that one of them has been looking for and make a sale.
For more information and to get ideas about repurposing content, check out my free audio here:
http://www.yourvamentor.com/teleclass/repurposecontent/
I’ve got to admit that I love both chocolate and cinnamon, so your title sucked me right in! And what a great post. I had considered multiple channels for content re-purposing, but not because people might NOT like one or more of them. That’s a great point.
I dislike it when I land on a site and a video or audio begins playing and I have to hunt to find out how to turn it off. And the worst for me — okay, tied for the worst — is those “people” who walk onto the screen talking to you. The other one is a box that suddenly appears over the content that I’m trying to read offering me the once-in-a-lifetime opportunity to sign up for something. Seriously? You invited me here to read something you wrote and then you interrupt me before I can finish? Sheesh!
Again, thanks for a thought provoking (uninterrupted) read!
Warmly,
Susan
Hi Susan, thanks for your comments – it sounds like we would get along famously – we share some of the same pet peeves! Some people really respond to the things that you (we!) don’t like – like the automated audio and the popover – but I also get irritated when I have to figure out how to make it stop, and it really affects how I am about to take in the information that they are providing for me. It really is good to know how your audience best responds to you. Do they abandon your newsletter if you make them click to your website to read the whole thing, or does it matter? Do they prefer a quick video or is reading their preferred medium? What about audio? How do they tune in. Where do they like to comment on your content? This is where you want to engage them. Thanks again for sharing! I promise I’ll never interrupt you! 😉 ~ Tracey
The examples you gave were creative and right on! You gave me something to think about! Thanks! 🙂
Thanks Julie! Content repurposing is one of the best things you can do in your business. And of course it’s one of the most overlooked things. Not always necessary to recreate the wheel every time! 🙂
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