The writer’s views are solely their very own (excluding the unlikely occasion of hypnosis) and will not all the time mirror the views of Moz.
Breathe new life into your present content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to remodel your previous content material into invaluable property that drive outcomes and enhance model authority.
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Howdy, Moz followers. Howdy, “Whiteboard Friday” followers.
I’m tremendous excited to talk with you right now about learn how to take one thing that all of us have, you may scent it, you may scent it, it’s content material that’s burning cash in your pocket, content material that you simply really invested in that’s amassing mud, content material that not drives outcomes, not does something for your online business, however you would like, you would like it may convey some sort of life for your online business, some sort of pleasure to your online business, some sort of ROI for your online business. And in right now’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.
Your previous content material is burning cash
Had been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your online business, may be introduced again to life. That is proper, we’ll go to city on that previous content material, give it new life, convey it again, and in the end provide the capacity to unlock new ranges of progress for content material that you simply thought was lifeless.
Let’s soar into it. So we’re all there. We have now all had content material that we have invested in. We have all heard a guru converse onstage at a convention and say, “Content material is king. Write extra content material. Create extra content material.” And we have listened. We have developed tons of content material as enterprise homeowners, as entrepreneurs, as CMOs. We have invested in these property, however the ROI of a few of them has began to deprecate. It is began to go down.
At one level, it was up and to the best and the whole lot appeared stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is not driving outcomes. The visitors is not there. It is not on web page one of many SERP. You might be beginning to see that content material that at one level was a money cow is not driving the outcomes that you simply and your online business desires. How will you convey these items again to life? We’re gonna speak about it.
As well as, you may’ve had a couple of items that have been a one-hit surprise. Once they hit the web, after they went stay, the web went wild. The leads have been flowing. The income was flowing. The hyperlinks have been flowing. Every thing was flowing in the best course. However time went on and people items that have been at one level successful, that resonated with folks, that individuals embraced, that individuals shared, that individuals talked about, these items are not producing any buzz for you. They’re not producing any outcomes for you. We’re gonna speak about learn how to convey these one-hit wonders again to life.
And eventually, there is perhaps a bit that you simply, your group, your group created early on that basically communicated among the key messages that you really want your viewers to listen to, among the key tales, among the key concepts, among the key ideas that actually perceive and talk the worth that you simply convey to the market, the ache factors that your clients are having. And these key messages are messages that you simply wish to get again on the market. It is a key message that at one level resonated so intently together with your viewers that you simply really feel like your group could have misplaced the best way and have overpassed the important thing message that you simply needed to articulate.
How do you convey all of those items again to life? Issues which might be at the moment simply getting zzzs, individuals are sleeping on them, they are not studying them, they are not participating with them. It is primarily cash simply being burned since you invested time or vitality in them. How do you convey ’em again to life? That is what we’re gonna speak about.
We’re gonna speak about how you are able to do that with textual content content material, with video content material, and with audio content material. So these are the three main varieties of content material that you would be able to repurpose, that you would be able to repackage, on the web.
Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, assets that you simply created that, once more, have been very invaluable on the time that they went stay, however possibly bought crickets, possibly have been a one-hit surprise, or possibly they have been rating primary and now they’re beginning to tank. How do you convey these items again to life?
There’s a couple of issues that you are able to do with textual content content material that can allow you to win. Equally with video content material. Certainly one of my favourite codecs is video content material as a result of it is so versatile. That is precisely what you are now. Kinda meta, however you are a video asset. These video property can be utilized nonetheless right now. A webinar that you simply may’ve created, a really simply speaking head video the place you arrange a digicam and also you talked into the display. All of a majority of these property may be repurposed. They are often remixed, and they are often reshared in your varied channels. We’re gonna speak about that.
Audio content material is the very same factor. There may be much less versatility with audio content material, however audio content material is highly effective. But it surely’s oftentimes misunderstood that these podcasts that you simply may’ve created two years in the past, three years in the past, may be repackaged even right now.
Find out how to convey your textual content content material again to life
So let’s begin with text-based content material. Textual content-based content material is likely one of the fundamentals of the web. Once you have been excited about text-based content material, as an example you’ve got a weblog publish. Do you simply press publish and name it a day? No, you have to take that previous weblog publish that you simply created two years in the past after which begin to share it on social. And also you do this with social media posts.
So you’ll begin placing up posts on social immediately in your varied channels, whether or not it is LinkedIn, whether or not it is X, whether or not it is Fb, you identify it. No matter channel it’s that you simply’re utilizing, you are going to take that asset and also you’re gonna put it on the market. You are gonna amplify it. You are gonna share it on these channels. Then, we now have issues like carousels. Carousels are a really participating method to inform a narrative a few piece of content material that you simply created however inform it in a means that the person, the viewers, the people who find themselves on these channels, may really get worth from. What do I imply by that?
So as an example, for instance, you’ve got a weblog publish which might be 5 easy issues that each web optimization must know to succeed. Each single a type of slides in a carousel may signify a type of 5 concepts. In order somebody scrolls and so they begin to swipe their thumb, as they go from one carousel display to the following, they’re studying a summarized model of that weblog publish that you simply created. And whenever you begin to share these on social and use hashtags which might be related to your ICP, it offers you the power to now take an previous asset that was burning gap in your pocket, not producing outcomes, however give it the power to succeed in new folks, to succeed in an viewers which may not have been on-line on the similar time whenever you first revealed that piece, but additionally have a private connection to extra interactive content material and so they wish to interact by way of a carousel. You should utilize instruments like Canva to have the ability to do that, and it’s a tremendous instrument that I strongly advocate that you simply take a look at.
E mail content material. All these previous weblog posts, numerous manufacturers make the error of urgent publish on these items, after which, they simply name it a day. They do not go wherever. You will have people who find themselves at the moment in your web site in all probability downloading issues, signing up for issues. Use your e-mail sequences to reshare these previous weblog posts that you simply created which might be so essential to you. As a result of by doing that, you are capable of join with people who find themselves assembly you and interacting with you for the very first time. And you may convey that previous content material, particularly if it is a one-hit surprise, and produce it again to life on your viewers to like, care about, and see once more.
Find out how to convey your video content material again to life
Now, one other sort of asset is video content material. When you have weblog posts, in case you have e-books, in case you have content material that you have developed from the textual content lens, why do not you are taking that very same textual content and switch it right into a script? Flip it right into a script that you would be able to learn on digicam. Flip it right into a script that’s price studying, price speaking about, and if you’re personally not like in the entire concept of desirous to be on digicam and that type of weirds you out, then as a substitute, possibly you do a faceless video the place it is simply your audio with animations within the background. However video content material is a tremendous play so that you can repurpose, repackage a few of these previous textual content items that you simply developed after which convey them again to life.
What do you suppose the second hottest search engine on the planet is? It is YouTube. YouTube goes to provide the capacity to now take these weblog posts that you simply created, that you simply hoped would rank in Google, and now rank within the second hottest search engine on the planet. And it simply so occurs that Google owns YouTube, so eh, you possibly can win on each websites. That’s the play. Now, that is textual content content material. Once you get that video asset created, in case you create it and also you develop it, now you are right into a trifecta of scenario. As a result of now you can take that video content material that you simply developed and you’ll flip it into a complete bunch of latest content material as properly.
What do I imply? In order that video content material asset that you simply simply created, a brand new video, new script that you simply simply recorded, it is superb. Take the audio file, extract it out of the video, and begin to add that factor to Apple Podcasts, add it to Spotify, add it to the entire varied podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra folks hear the audio that was in your video on these completely different channels.
Now, you now have two completely different property. You will have a podcast episode. You will have that, and you’ve got the video. Take these property and embed them into weblog posts that you’ve got produced. That very same weblog publish that you simply wrote a couple of years in the past, replace the dates, add new information, and now embed both the YouTube video that you simply created or the podcast audio that you simply created immediately into that piece. And now, you’ve got a extra interactive expertise for the person and the reader who’s consuming that content material, proper? Then, as soon as you have completed that, you ought to be pages in your web site which might be already rating excessive.
When you have items of content material which might be rating properly, which might be producing natural visitors, take these video property, take these podcasts, embed them in these items so these items get extra attain, get extra eyeballs. And it in the end will affect your rating within the Spotifys, within the Apples, and in YouTube itself.
Now, in case you’ve bought video content material and you might be ranging from floor zero with video, as an example you didn’t embrace the thought of going from textual content to video, you simply occur to have video content material, as a result of over time, once more, previous to it being set on fireplace with identical to no outcomes, you have been investing in YouTube. For instance you have been investing in webinars. A whole lot of manufacturers create webinars. They put them behind a gate. They get a bunch of signups after which, they by no means really use them once more. Take these video property that you have created and run this very same playbook, of us. Run the very same playbook. Take these previous webinars, flip them into podcasts, begin embedding them into weblog posts, or write long-form content material primarily based off of the fabric inside that video. Take that, an export of the transcript from the video that you simply simply created or that you simply created years in the past, and begin to transcribe it. Rewrite all of that into content material in a means that’s human, pleasant, folks would love, folks would adore, and get them to eat it.
Then, the following factor you wanna do is begin chopping up that video. You wanna search for key moments throughout the video that you simply developed years in the past, or mainly, proper off of that textual content, you wanna take sure clips from that and begin to repackage and repurpose them. Determine a couple of key moments the place you are saying one thing particular, saying one thing impactful and essential, after which clip it after which begin sharing that on social. And the entire cycle begins once more.
Find out how to convey your audio content material again to life
Now, one other sort of content material that comes out of this that we talked about was podcasts, audio content material. Take clips of these audio, these components of your video, and begin to chop them up into audiograms. An audiogram is basically a visible that reveals the voice wave. So once more, in case you’re not any individual who likes to be on digicam, it is an amazing different. And begin distributing these on social. Share them on your whole platforms. Share them out, hashtag, let folks eat them, interact. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.
People, that is the playbook you have to apply to those items of content material that you simply invested a lot time and vitality into. And in case you can, run via these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.
Achieve larger return on funding, enhance your model authority, and skyrocket
It is possible for you to to see new ROI, new income, new outcomes from content material that you simply created many years in the past. And whenever you begin to see this, you are in the end going to begin to see a rise within the quantity of individuals speaking about your model. You are gonna see a rise within the quantity of individuals excited by shopping for your answer, your product, your service, no matter it might be. And from this, by having a content material engine that does not let content material simply acquire mud and get on fireplace, you are additionally gonna have the power to extend your BA.
Your model authority available in the market goes to have the power to begin to rise, proper? That’s the final objective. You wish to enhance your model authority, as a result of if you are able to do that, then you might be in the end going to have web new leads, web new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that each one of us must be taking part in. And whenever you do this, you are gonna primarily set your self up as a rocket ship. You are gonna be heading to the Moon. You might be not going to be attempting to seize scraps, and you’ll not be within the rat race of all the time attempting to determine what content material it is best to create subsequent. As a result of the content material that you ought to be optimizing, the content material that you ought to be producing has already in all probability been created.
The following step is easy: return, do an audit, determine your one-hit wonders, determine the depreciating ROI property that you simply invested in earlier than, determine the important thing messages that you simply wanna reiterate to your viewers. And after getting these, begin to run them via this engine and provides your content material new life. I am Ross Simmonds. Thanks a lot for testing my “Whiteboard Friday.” I hope you loved it and I’ll see you on the web.