make your content sweat: using research to repurpose content
TRANSCRIPT
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Make your content sweat:Research-guided Repurposing Content
www.buzzsumo.com
Subscriber Series
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Susan MoellerBusiness Development Manager
@susancmoeller@buzzsumo
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Create Better ContentAt BuzzSumo we help content marketers improve their content through research, amplification and monitoring.
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RAM
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Good research
can grow….
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INTO A LOT OF DIFFERENT CONTENT
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• Multi-purpose:• Think about more than one purpose any
time you create content• Re-purpose:
• Take your best content and reuse it in multiple ways
• Research makes this easier!
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Content types to consider:
• Blog posts
• Webinars
• Live chats
• Video• Use
cases• Tutorials• Case
studies
• Infographics
• Pinterest boards
• White papers
• e-books• Events• Conferenc
es• others?
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CONSIDER DIFFERENT NETWORKS
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Everyone Learns Differently
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Smith, Mark K. (2002, 2008) ‘Howard Gardner and multiple intelligences’, the encyclopedia of informal education, http://www.infed.org/mobi/howard-gardner-multiple-intelligences-and-education.http://pegfitzpatrick.com/reuse-repurpose-refresh-how-to-maximize-your-content/
Howard Gardner’s Theory of Multiple Intelligences:*
•Linguistic intelligence—Words, please•Logical-mathematical intelligence—Logical, structured•Musical intelligence—Centered in what is heard•Bodily-kinesthetic intelligence—Don’t just sit there, give it a try!
•Spatial intelligence—Draw me a picture•Interpersonal intelligence—Group work•Intrapersonal intelligence—Let me go at my own pace
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“Someone may love your content as a written blog post but not really be interested in the same information as a video.”Peg Fitzpatrick
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Re-purpose your best content
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I’m sure it’s in here somewhere!
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Find the most shared content from your site:
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Find the content with the most page views:
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• Export both lists• Cut to top 20• Color code• Combine lists• Eliminate any that aren’t on both lists
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Result:A list of your most shared and most seen content
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YOUR BEST CONTENT—READY TO GO TO WORK
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10 Ways to Increase Facebook Engagement with BuzzSumo
Blog post:
Use caseTutorial
Webinar
Infographic
Slide Deck
Series of tweets
Schedule it to share again!If you haven’t already, use it as a LinkedIn Pulse Post
Rule of thumb—wait 2 weeks to publish on Pulse
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https://docs.google.com/spreadsheets/d/1s6uE_UqgQYv2nQmOC5JO_NpdsmnfNYfNCvnwun-q9Ho/edit?usp=sharing
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Less-Shared Content
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Format that works
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Length that works
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Extreme Makeover, Content Version
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Find Amplifiers:
People who are already sharing your contentPeople who are influencers in your content areaWebsites that are the most influential on your topicPeople who are sharing competitors’ contentTop authors who are publishing on your topic
BuzzSumo Subscriber Series #1 Influencer Outreach
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● Create Pinterest boards while you research
● Develop webinar slides with an eye toward using them as a slide deck--make two versions, one with more of your comments written out, so that it can be understood by people who are reading it without your comments
● Record webinars, so that they are available as videos
● Write a blog post while your webinar content is still fresh in your mind--add an influencer for an extra boost
● work with other people who will be able to promote your content with their audience
● Remember that people learn very differently. Force yourself to think outside of your comfort zone
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Susan MoellerBusiness Development Manager
@susancmoeller@buzzsumo