Stephen King’s 15th book was a collection of short stories called Different Seasons. How many people reading this blog post have read the book? Three of the stories went on to become three very well-received film adaptions, The Shawshank Redemption, Stand by Me, and Apt Pupil.
Did you also know that there were seven Harry Potter books but eight films? Welcome to the world of repurposing content. Bloggers, podcasters, and video creators can all follow the same lead by repackaging their ideas and message by repurposing their content.
What does repurposing content even mean? Essentially you are repackaging the original message from a piece of content and communicate it in different ways to reach a new audience. We are all unique individuals. To deliver a message to your audience, you need to understand the seven different learning styles. Repackaging your message in different ways will help you maximize the number of people you can reach.
For example, has anyone ever tried to explain something to you verbally, and it’s not until they write it down that you fully grasp what they were describing? Equally, you are unlikely to learn how to ski by listening to instructions rather than watching and trying to replicate a snowplow turn.
Thinking about how you reach people who don’t listen to podcasts, read blogs or watch videos can be daunting for any business or individual. Especially if you don’t have the luxury of unlimited time and resources to create content that delivers the same message in different ways. But you don’t have to.
Fortunately, it has never been easier to repurpose existing content. For the most part, you just need to upgrade your mindset and approach the challenge by creating multiple pieces of content in different formats across a variety of platforms. For example, in 2019 I secured a strict ten-minute interview with Gary Vaynerchuk while covering the WCIT event in Armenia.
In this blog post, I want to show you how a short ten-minute conversation can be repurposed into different content formats. It all began with the 10-minute video interview below.
Despite being over the moon with the video interview, my biggest audience is through my podcast which has listeners on over 165 countries. I stripped out the audio from the video, recorded an intro/outro and repackaged the interview into an audio podcast episode published on Apple Podcasts, Spotify and over 20 other podcasting platforms. This approach also enabled me to create a blog post on my website.
You can listen to the full podcast episode by clicking on the link below that highlights how a 10-minute conversation can be transformed in audio and video content.
I now wanted to take insights from my conversation with Gary Vee and create written content too. First of all, I wrote a post for The Next Web about the 5 lessons that I learned from at the WCIT event in Armenia. Vaynerchuk always delivers great value and I was able to hone in on his key messages about learning from our history, the rise of audio content and why he follows attention rather than platforms.
I also have a weekly tech column at TechHQ which has an entirely different audience to TNW. I wrote another article where I focussed on the business insights Gary shared in our conversation. With business leaders trying to meet the rising expectations of their customers in a new digital world where the experience economy was changing everything, I explored how businesses can avoid getting left behind.
It’s easy to assume that businesses have taken their eye off the ball and become lazy after years of living off former glories. But, what if it’s not because they are all ignorant about new technology or have become set in their old ways. Could it be that there are other reasons at play?
Finally, I created a third written post about my experiences at WCIT 2019 and shared my key takeaways. An eclectic mix of keynotes from Gary Vaynerchuk, Kim Kardashian, and Serj Tankian, explored how technology is impacting profits, prosperity, safety, security, democracy, and humanity. Once again, I took insights from the same 10-minute conversation to create another piece of written content.
What about people that don’t have time to read long-form content, watch the entire video or subscribe to my podcast? How can I repackage my interview and share the valuable insights I took from our conversation to different audiences? I created short snackable content with videos under a minute long that were easy to share across social media. First of all, I used a short clip of Gary Vaynerchuk explaining why we should all follow the attention of our audience, rather than the platform itself.
— Neil C. Hughes (@NeilCHughes) November 16, 2019
Upon entering administration, Thomas Cook joined a long list of household names that includes former giants such as Kodak, Xerox, and Blockbuster Video. All of which will be remembered for failing to innovate and adapt to a digital age and ignoring the signs that appeared obvious to everyone else. With this in mind, I then took another short clip of Gary Vee explaining how businesses can catch up if they are falling behind and shared on Instagram.
Audiograms enable you to take short audio clips and pair them with an image to share teasers when promoting your podcast episodes across social media. When you hit play, there is often an animation of a moving audio wave. It’s incredibly easy to create aesthetically pleasing designs that audiences love to share using apps such as Wavve and Headliner.
— Neil C. Hughes (@NeilCHughes) December 28, 2019
Sometimes, real-life can feel stranger than fiction. After spending two years of working in a corporate IT department 9-5 and then working on my side hustle and recording podcasts 7-midnight, I finally decided to go it alone. In May this year, I went from listening to Gary Vaynerchuk on the commute to an office with no windows to traveling thousands of miles to Las Vegas and Armenia to thank the man who inspired me to follow my dream in person.
I also created a few sharable infographics using Adobe Express that were incredibly easy to create and share key takeaways from our conversations.
Finally, when Gary left me to take to the stage at WCIT 2019 for his keynote, I managed to take a photo of him on stage and DRock taking a photo of him on stage. Gary Vaynerchuk then shared my image on both Twitter and Instagram Stories.
Armenia 🇦🇲 thank you 🙏 love ❤️ to so many of you https://t.co/I13uz2tJLX
— Gary Vaynerchuk (@garyvee) October 8, 2019
We are living in a volume-centric digital world where you must create more context for your audience if you are serious about standing out from the crowd and your competitors. But you don’t need to start from scratch, you just need to work smarter, not harder.
The trick in creating more content than you ever thought possible can be as simple as repurposing information you already have to hand. I don’t have the luxury of a digital team at my disposal but if I can turn a short interview into a video, podcasts, images, infographics, blog posts, audiograms, and social media posts, so can you.
All of the content on this blog post was shared across multiple platforms in a variety of ways to deliver information to a wide audience with different learning styles. Most importantly, it was all generated from one ten minute interview with Gary Vaynerchuk at a tech conference in Armenia. What content do you have that you could repurpose in a similar way? If you need any help or want to chat about how I can help you repurpose your content, feel free to contact me.