The writer’s views are totally their very own (excluding the unlikely occasion of hypnosis) and should not at all times replicate 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 beneficial 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 at present about tips on how to take one thing that all of us have, you may odor it, you may odor 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 now not drives outcomes, now not does something for your online business, however you would like, you would like it may deliver 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 at present’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.
Your previous content material is burning cash
Have been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your website, not amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your online business, will be introduced again to life. That is proper, we will go to city on that previous content material, give it new life, deliver it again, and in the end provide the skill to unlock new ranges of progress for content material that you simply thought was useless.
Let’s bounce 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 communicate 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 house owners, 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 correct and all the things seemed lovely, however now, eh, it is beginning to tank. It’s beginning to tank. It is now not driving outcomes. The visitors is now not there. It is now 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 now not driving the outcomes that you simply and your online business needs. How are you going to deliver these items again to life? We’re gonna discuss it.
As well as, you may’ve had a number of items that had been a one-hit marvel. After they hit the web, once they went dwell, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. Every little thing was flowing in the correct route. However time went on and people items that had been at one level a success, that resonated with folks, that individuals embraced, that individuals shared, that individuals talked about, these items are now not producing any buzz for you. They’re now not producing any outcomes for you. We’re gonna discuss tips on how to deliver these one-hit wonders again to life.
And eventually, there is perhaps a bit that you simply, your staff, your group created early on that actually communicated a number of the key messages that you really want your viewers to listen to, a number of the key tales, a number of the key concepts, a number of the key ideas that really perceive and talk the worth that you simply deliver to the market, the ache factors that your clients are having. And these key messages are messages that you simply need to get again on the market. It is a key message that at one level resonated so intently along with your viewers that you simply really feel like your staff might have misplaced the way in which and have overlooked the important thing message that you simply needed to articulate.
How do you deliver all of those items again to life? Issues which might be presently 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 deliver ’em again to life? That is what we’re gonna discuss.
We’re gonna discuss 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 sorts of content material which you could repurpose, which you could repackage, on the web.
Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, sources that you simply created that, once more, had been very beneficial on the time that they went dwell, however possibly obtained crickets, possibly had been a one-hit marvel, or possibly they had been rating primary and now they’re beginning to tank. How do you deliver these items again to life?
There’s a number of issues that you are able to do with textual content content material that can allow you to win. Equally with video content material. One in every of my favourite codecs is video content material as a result of it is so versatile. That is precisely what you are taking a look at now. Kinda meta, however you are taking a look at a video asset. These video property can be utilized nonetheless at present. 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 will be repurposed. They are often remixed, and they are often reshared in your varied channels. We’re gonna discuss that.
Audio content material is the very same factor. There’s much less versatility with audio content material, however audio content material is highly effective. However it’s oftentimes misunderstood that these podcasts that you simply may’ve created two years in the past, three years in the past, will be repackaged even at present.
How you can deliver 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. If you had been fascinated with text-based content material, as an example you’ve a weblog submit. Do you simply press publish and name it a day? No, it is advisable take that previous weblog submit that you simply created two years in the past after which begin to share it on social. And also you try this with social media posts.
So you’re going to 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 title it. No matter channel it’s that you simply’re utilizing, you are going to take that asset and also you’re gonna advertise. You are gonna amplify it. You are gonna share it on these channels. Then, we have now issues like carousels. Carousels are a really participating approach to inform a narrative a couple of 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 a weblog submit which might be 5 easy issues that each search engine optimization must know to succeed. Each single a kind of slides in a carousel may characterize a kind of 5 concepts. In order somebody scrolls they usually begin to swipe their thumb, as they go from one carousel display to the following, they’re studying a summarized model of that weblog submit that you simply created. And whenever you begin to share these on social and use hashtags which might be related to your ICP, it provides you the flexibility to now take an previous asset that was burning gap in your pocket, not producing outcomes, however give it the flexibility to achieve new folks, to achieve an viewers which may not have been on-line on the identical time whenever you first printed that piece, but additionally have a private connection to extra interactive content material they usually need to interact by way of a carousel. You need to use instruments like Canva to have the ability to do that, and it’s a tremendous device that I strongly advocate that you simply try.
E mail content material. All these previous weblog posts, a number of manufacturers make the error of urgent publish on these items, after which, they only name it a day. They do not go wherever. You will have people who find themselves presently in your website most likely 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 necessary 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 deliver that previous content material, particularly if it is a one-hit marvel, and produce it again to life in your viewers to like, care about, and see once more.
How you can deliver your video content material again to life
Now, one other sort of asset is video content material. When you’ve got weblog posts, when you have e-books, when you have content material that you’ve got developed from the textual content lens, why do not you’re taking that very same textual content and switch it right into a script? Flip it right into a script which you could 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 thought of eager to be on digicam and that sort 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 deliver them again to life.
What do you assume the second hottest search engine on this planet is? It is YouTube. YouTube goes to provide the skill 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 this 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. If you get that video asset created, when you create it and also you develop it, now you are right into a trifecta of state of affairs. As a result of now you can take that video content material that you simply developed and you may flip it into a complete bunch of latest content material as effectively.
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 wonderful. 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 all the 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 submit that you simply wrote a number of years in the past, replace the dates, add new data, 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 a extra interactive expertise for the person and the reader who’s consuming that content material, proper? Then, as soon as you’ve got finished that, you ought to be taking a look at pages in your website which might be already rating excessive.
When you’ve got items of content material which might be rating effectively, 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, when you’ve obtained video content material and you’re 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 hearth with similar to no outcomes, you had been investing in YouTube. For instance you had been investing in webinars. Quite a 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’ve got created and run this very same playbook, people. 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 principally, proper off of that textual content, you wanna take sure clips from that and begin to repackage and repurpose them. Establish a number of key moments the place you are saying one thing particular, saying one thing impactful and necessary, after which clip it after which begin sharing that on social. And the entire cycle begins once more.
How you can deliver 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 elements of your video, and begin to chop them up into audiograms. An audiogram is actually a visible that exhibits the voice wave. So once more, when you’re not any individual who likes to be on digicam, it is an excellent various. 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 it is advisable apply to those items of content material that you simply invested a lot time and vitality into. And when you can, run by these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.
Acquire 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 fascinated about 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 hearth, you are additionally gonna have the flexibility to extend your BA.
Your model authority out there goes to have the flexibility to begin to rise, proper? That’s the final objective. You need to enhance your model authority, as a result of if you are able to do that, then you’re in the end going to have internet new leads, internet new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that every one of us must be taking part in. And whenever you try this, you are gonna primarily set your self up as a rocket ship. You are gonna be heading to the Moon. You might be now not going to be making an attempt to seize scraps, and you’ll now not be within the rat race of at all times making an attempt 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 most likely been created.
The following step is easy: return, do an audit, establish your one-hit wonders, establish the depreciating ROI property that you simply invested in earlier than, establish the important thing messages that you simply wanna reiterate to your viewers. And after getting these, begin to run them by 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.