The 10 from 1 Content Repurposing Strategy gain Authority, Attention, New Audiences & Sell More Stuff
Do you know Gary Vee? Gary Vay ner chuk?
Gary is one of the BIGGEST social media influencers.
Gary is a master at producing content and a master at content repurposing.
His business and entrepreneurship knowledge is second to none. He also drops f-bombs as often as you and I breathe – good for him, bad for you if you don’t like that.
Yet, how did Gary Vee become world-famous and an influencer?
His charm? His Wine Library? His use of naughty words?
Yes, how did he become an actual authority? The magic formula is simple: get massive attention.
UPDATED NOTE: Jan 2021. This post was updated for content, context, readability and the continuous updating and understanding of business, social media and Digital Marketing.
Gary Vee upcycles, recycles, and repurposes his videos, interviews, and his Facebook Lives.
Repurposes them into other forms and modalities.
Different modalities because people consume content different and differently thought-out the day!
Do we have to create new content for each channel? No, and that is the simplicity of the 10 from 1 *system* is repurposing, reusing and upcycling.
All this repurposing generates attention, attracts people (an audience), authority, fame and fortune.
Don’t worry, I am Urban Renström, there is always science and research involved in everything I talk about, teach, and demonstrate.
Master Content Marketing and Content Repurposing like Gary Vee.
Content is the cost (of entry) to be relevant in our society – Annon
The secret, the big secret, to Gary Vee’s public profile is his repurposing content and reusing of content – think upcycling.
The content repurposing idea is gloriously simple.
Create once and use it many times.
Part I – Why Reuse and Repurpose Content?
The goal of content is to make selling stuff easier
Peter Druker
Love it. Make selling stuff easier!
We need to repurpose content because making quality content consumes lots of time and energy.
To make selling stuff easier. Therefore, one of your content marketing goals is to get your content in front of more people. The second is to get more results from the same effort.
The result being, eye on content, conversions; phone calls, RFQ, strategy calls, appointments, email signup, sales.
Does this make sense?
The work smarter not harder approach to Content Repurposing
One content marketing KPI is the number of leads per hour of effort of production.
Leads/hour of effort. E.g. 30 leads / blog post. And each blog post takes 6 hours, then 30: 6 is 5: 1.
What if that one blog post was then converted into a podcast or a video or made into a presentation? Then maybe with a marginal input of effort into content repurposing, we can gain more leads. E.g.
- Blog post – 10 subscribers
- Video – 5 subscribers
- Podcast – 12 subscribers
- Slideshare – 5 subscribers
Total – 32 leads. Where 22 (32-10) is the marginal gains in lead from marginal content repurposing efforts.
“Why should I Repurpose Content?“
To upcycle, recycle, repurpose, and reuse content.
- People consume different modalities of content throughout the day. E.g. audio on the commute, read articles at lunch, YouTube at night. Each of these modalities caters to a different audience segment.
- To build authority, to grow your audience you want new audiences. New audiences are possible with video or podcasting
- Because the larger your audience the more opportunities for lead generation.
Why are Content Strategy and Content Marketing Important?
Again Peter Drucker comes to our rescue.
…because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
Peter Drucker
This Content Marketing FAQ for ‘why is content important’ and these first 5 blog posts you must write.
Google Zero Moment of Truth (ZMOT), Repurposing Content and Content Strategy
The content your produce answers peoples questions. And people ask crazy amounts of questions at every stage of the ‘buyers journey.
Recall before the internet, salespeople were the gatekeeper of knowledge. Right?
Gatekeepers and usually standing between you and information. But the internet and the infinite answers have levelled the playing field between consumers and salespeople.
Today, people fire up the Google machine, Facebook and ‘phone a friend to get the required answers and info.
If people don’t find the answers they want on your website they will click away and get the answer somewhere else.
This 👇 quote illustrates the state of the union of information and digital marketing:
“When consumers hear about a product today, their first reaction is ‘Let me search online for it.’
And so people go on a journey of discovery: about a product, a service, an issue, an opportunity.
Today you are not behind your competition. You are not behind the technology. You are behind your consumer.” – Rishad Tobaccowala Chief Strategy & Innovation Officer Vivaki
“When consumers hear about a product today, their first reaction is ‘Let me search online for it.’
And so they go on a journey of discover: about a product, a service, an issue, an opportunity.
Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”
-Rishad Tobaccowala Chief Strategy & Innovation Officer Vivaki
This *buyers journey* is people moving from a (problem) unaware position to a most aware state (looking for a solution) in moments.
Does the content on your website answer the questions people have? IF yes then you have the ability to influence their purchasing behaviour
This first experience people have with your branded content is called the Zero Moment of Truth.
Branded content is articles on your website, your YouTube channel, your LinkedIn profile etc. Right?
Expanding further on the ZMOT. It begins when a person gets an idea about something when they see an ad or hear a word while watching a movie or a TV.
‘How much content do you need:’
Look at the step in your sales funnel and ask how many questions do people ask at each stage? Yes, the answer is often the ‘how long is a piece of string’ answer.
Yet, this top of the funnel content is important.
Part II – The juicy bits to Master Content Repurposing
The answer is to start with one modality of content and then divide by 10.
Yes, splicing one 10 minute video into 1-minute segments does work perfectly. Each can be the Hollywood/Bollywood movie or episode trailer.
Although, 1-minute standalone videos are powerful and highly effective.
Start with ONE modality of content – e.g. a Zoom call, (interestingly Zoom allow for video recording and you can separately download the audio, perfect for uploading to your chosen podcasting site!)
- Record the Zoom interview. (I’ve used speech to text software (Dragon naturally speaking, not affiliated!) to concurrently capturing words into text)
- Download the video and audio
- This text, when polished becomes a blog post.
- Pull quotes are overlaid onto images (for social) pointing to the original podcast.
- Post an abridged blog post as a LinkedIn article.
- Using the same or abridged message I record a video and upload to YouTube, pointing back to the original podcast.
- Upload the same video to Facebook – natively.
- Record a Facebook Live talking/discussing the main points of the podcast – linking back to the podcast.
- Create a presentation and upload onto Slideshare.
- Use Lumen5 and create a video from the blog post – upload to all social sites.
- Record a Periscope video talking about the main points.
- Post on Medium pointing back to the original podcast.
- Make a Pin for Pinterest.
Or, start with a Facebook Live:
- Download the FB Live and upload to YouTube.
- Strip out audio and use as podcast.
- Share the YouTube video on LinkedIn.
- Transcribe the audio in text.
- Make pull quotes images from the FB Live.
- Make a Pinterest Pin
- 3-5 Tweets
[Taking a deep breath!! and recap]
This 10 into 1 is setting up a process more than any new…
The magic of this 10 into 1 happens when done consistently. Set a production schedule of one major content piece per week and then divide it into 10.
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