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Breathe new life into your current content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your outdated content material into useful property that drive outcomes and enhance model authority.
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Howdy, Moz followers. Howdy, “Whiteboard Friday” followers.
I’m tremendous excited to speak with you right this moment about the right way 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 just truly invested in that’s accumulating mud, content material that now not drives outcomes, now not does something for your enterprise, however you would like, you would like it might carry some sort of life for your enterprise, some sort of pleasure to your enterprise, some sort of ROI for your enterprise. And in right this moment’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.
Your outdated content material is burning cash
Have been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not accumulating any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your enterprise, will be introduced again to life. That is proper, we’ll go to city on that outdated content material, give it new life, carry it again, and in the end provide the potential to unlock new ranges of development for content material that you just thought was lifeless.
Let’s soar into it. So we’re all there. Now we have 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 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 proper and all the pieces regarded stunning, 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’re beginning to see that content material that at one level was a money cow is now not driving the outcomes that you just and your enterprise needs. How are you going to carry these items again to life? We’re gonna discuss it.
As well as, you may’ve had just a few items that had been a one-hit surprise. After they hit the web, after they went stay, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. Every part was flowing in the proper path. However time went on and people items that had been at one level successful, that resonated with individuals, 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 the right way to carry these one-hit wonders again to life.
And at last, there could be a bit that you just, your group, 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 just carry to the market, the ache factors that your prospects are having. And these key messages are messages that you just wish to get again on the market. It is a key message that at one level resonated so carefully along with your viewers that you just really feel like your group might have misplaced the best way and have overlooked the important thing message that you just needed to articulate.
How do you carry all of those items again to life? Issues which are presently simply getting zzzs, persons 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 power in them. How do you carry ’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 major kinds of content material you could repurpose, 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, assets that you just created that, once more, had been very useful on the time that they went stay, however possibly received crickets, possibly had been a one-hit surprise, or possibly they had been rating primary and now they’re beginning to tank. How do you carry these items again to life?
There’s just a few issues that you are able to do with textual content content material that may allow you to win. Equally with video content material. One in all 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 this moment. A webinar that you just may’ve created, a truly simply speaking head video the place you arrange a digital camera and also you talked into the display. All of these kinds of property will be repurposed. They are often remixed, and they are often reshared in your numerous 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 just may’ve created two years in the past, three years in the past, will be repackaged even right this moment.
Methods to carry your textual content content material again to life
So let’s begin with text-based content material. Textual content-based content material is without doubt one of the fundamentals of the web. While you had been desirous about text-based content material, to illustrate you could have a weblog put up. Do you simply press publish and name it a day? No, it is advisable to take that outdated weblog put up that you just 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’re going to begin placing up posts on social instantly in your numerous 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 just’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’ve got issues like carousels. Carousels are a really participating option to inform a narrative a couple of piece of content material that you just created however inform it in a manner that the person, the viewers, the people who find themselves on these channels, may truly get worth from. What do I imply by that?
So to illustrate, for instance, you could have a weblog put up which are 5 easy issues that each website positioning must know to succeed. Each single a kind of slides in a carousel might signify 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 put up that you just created. And while you begin to share these on social and use hashtags which are related to your ICP, it offers you the power to now take an outdated asset that was burning gap in your pocket, not producing outcomes, however give it the power to achieve new individuals, to achieve an viewers which may not have been on-line on the identical time while you first revealed that piece, but in addition have a private connection to extra interactive content material they usually wish to interact through a carousel. You should utilize instruments like Canva to have the ability to do that, and it’s a tremendous software that I strongly advocate that you just try.
E-mail content material. All these outdated weblog posts, a whole lot of manufacturers make the error of urgent publish on these items, after which, they simply name it a day. They do not go anyplace. You may have people who find themselves presently in your web site in all probability downloading issues, signing up for issues. Use your e-mail sequences to reshare these outdated weblog posts that you just created which are 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 carry that outdated content material, particularly if it is a one-hit surprise, and produce it again to life in your viewers to like, care about, and see once more.
Methods to carry your video content material again to life
Now, one other sort of asset is video content material. In case you have 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 are taking that very same textual content and switch it right into a script? Flip it right into a script you could learn on digital camera. Flip it right into a script that’s value studying, value speaking about, and if you’re personally not like in the entire thought of desirous to be on digital camera and that form 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 outdated textual content items that you just developed after which carry them again to life.
What do you suppose the second hottest search engine on the earth is? It is YouTube. YouTube goes to provide the potential to now take these weblog posts that you just created, that you just hoped would rank in Google, and now rank within the second hottest search engine on the earth. And it simply so occurs that Google owns YouTube, so eh, you may win on each websites. That’s the play. Now, that is textual content content material. While you get that video asset created, for those who 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 just developed and you’ll flip it into a complete bunch of recent content material as effectively.
What do I imply? In order that video content material asset that you just simply created, a brand new video, new script that you just 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 numerous podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra individuals hear the audio that was in your video on these totally different channels.
Now, you now have two totally different property. You may have a podcast episode. You may have that, and you’ve got the video. Take these property and embed them into weblog posts that you’ve produced. That very same weblog put up that you just wrote just a few years in the past, replace the dates, add new data, and now embed both the YouTube video that you just created or the podcast audio that you just created instantly into that piece. And now, you could have 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 have to be pages in your web site which are already rating excessive.
In case you have items of content material which are rating effectively, which are 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, for those who’ve received video content material and you’re ranging from floor zero with video, to illustrate you didn’t embrace the concept 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 had been investing in YouTube. To illustrate you had been investing in webinars. Numerous manufacturers create webinars. They put them behind a gate. They get a bunch of signups after which, they by no means truly 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 outdated 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 just simply created or that you just created years in the past, and begin to transcribe it. Rewrite all of that into content material in a manner that’s human, pleasant, individuals would love, individuals 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 just 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 just a few 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.
Methods to carry 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 reveals the voice wave. So once more, for those who’re not anyone who likes to be on digital camera, it is a fantastic different. And begin distributing these on social. Share them on your entire platforms. Share them out, hashtag, let individuals eat them, interact. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.
Of us, that is the playbook it is advisable to apply to those items of content material that you just invested a lot time and power into. And for those who can, run by means of these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.
Achieve higher 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 just created many years in the past. And while 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 keen on 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 accumulate 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 aim. You wish 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 ought to be enjoying. And while you do this, you are gonna primarily set your self up as a rocket ship. You are gonna be heading to the Moon. You’re now not going to be making an attempt to seize scraps, and you’ll now not be within the rat race of all the time making an attempt to determine what content material you need to create subsequent. As a result of the content material that you have to be optimizing, the content material that you have 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 just invested in earlier than, determine the important thing messages that you just wanna reiterate to your viewers. And upon getting these, begin to run them by means of 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.