We have a late, breaking Two for Tuesdays for you tonight, and even better, it’s a special guest post from my dear friend Nancy Myrland! I’ve arrived in Chicago for the final prep and overseeing of our Annual Meeting (which accounts for the delay in getting this published) and Nancy kindly agreed to offer you some words of wisdom for this Tuesday. Without further ado…
TWO WAYS TO REPURPOSE YOUR CONTENT
First, thanks to my good friend, Lindsay, for allowing me to grace the virtual pages of her blog by bringing you this week’s installment of Two for Tuesdays.
Lindsay and I talk a lot about Content Marketing these days. It’s the marketing phrase du jour, or at least one of them. Whether you choose to adopt the industry vernacular, or not, it is important to have this overarching umbrella term, and its related components, in mind when discussing legal marketing.
In a moment, we are going to talk about two simple ways you can repurpose content you may have already created.
Let’s take a half of a step back, and define Content Marketing. To do so, we need to know what Content is. In a recent post of mine on LinkedIn called What Is The Difference Between Content and Content Marketing, I offered this simple definition:
Content is the words and messages you deliver, regardless of the delivery mechanism. Content Marketing is the use, or marketing, of those words in an effort to reach other people.”
Sounds pretty simple, right?
We could dig several layers down into the strategy and execution of Content Marketing, but I promised I would share two ways you can repurpose your content, so let’s go.
Let’s say you have just written a blog post. If you don’t have a blog, you can still write a blog post. Perhaps someone you know in your area of practice, whether they be inside your firm, or even a colleague or acquaintance in a non-competing industry or profession, would be interested in publishing your blog post. If not, go ahead and write one anyway. Trust me, we can find something to do with it. Don’t worry about writing something that is of New York Times bestseller quality. Just make sure it is something you and your clients would be proud of. Make it 500-700(ish) words…a little less, a little more, that’s okay, too. Just write it.
Repurposing Your Content – Idea #1:
Now that you have your words in place, I want you to pull out the 7 most important points from this post. Try to make these bullet points. Remember that bullet points are short phrases. If you have 6 or 8, that’s fine. We aren’t going to quibble over having one more in either direction. Make sure they are words that are descriptive of the content you wrote, and that are issues your target audiences are interested in learning about.
Now I want you to take your firm’s Powerpoint (or Keynote if you prefer Apple, or Prezi if you like that) master slide, and create a 10-slide deck. The 1st is the title of that blog post you wrote, along with your name, firm name, logo, your Twitter handle if you have one, and your blog’s URL. If your firm has additional requirements for visually communicating on slides, make sure you follow these for brand consistency.
The next 7 pages of that slide deck are the bullet points you just created for me above. I want you to only use the words that you created. Don’t worry about populating those slides with additional copy.
Page 9 is a summary of those 7 bullet points you just showed us in slides 2-7. This serves as a nice reminder of what you just presented, and of your knowledge.
Page 10 is a wrap-up slide. It says thank you for your time, gives all of your contact information, making sure to include an easy-to-read phone number and email address, along with all of your URLs that show your presence in Social Media.
Next, I want you to open a Slideshare account and upload your new presentation. Follow their instructions to fill in information that will help your content to be discovered in search.
Repurposing Your Content – Idea #2:
This part is even easier than the last. I want you to create a free account on SoundCloud.com, an online audio distribution platform. Some use this to publish their music. Others like me use it for podcasting. There are many to choose from, but let’s start here. It’s easy. In case you’re curious, my SoundCloud channel can be found here. I’m not trying to be promotional, but just to take the mystery out of this content distribution channel for you.
Now that you have your very own podcast channel on SoundCloud, I want you to plug in a headset microphone to your computer. Take your blog post, and hit record. Introduce yourself, telling your name, firm name, what you do, then speaking conversationally, not rehearsed and stiff, I want you to record that blog post as if you were telling a friend. When you’re finished, thank them, remind them who you are, give your contact information if you’d like, and tell them you’ll see them next time.
Even easier than that, download the SoundCloud mobile app, and record your blog post from your headset or Bluetooth earpiece. I’ve done it like this many times, and it’s a pretty easy process. You might have to go back in and add some additional description and keywords once you are back at your laptop, but don’t let that stop you if all you have handy is your phone.
Voila, you are now a podcaster!
Again, I could go into a lot more detail, or give you twenty ways to repurpose your content, including how to market it once you’ve published it, but then it wouldn’t be Two For Tuesdays now, would it?
I’d love to see and hear what you’ve published when you follow both of these suggestions. Send me the links, okay?
Nancy Myrland, President, Myrland Marketing & Social Media, is a LinkedIn, Twitter Google+, Social Media and Content Strategist & Trainer, and a Professional Marketing Advisor.
She works with her clients to help them grow by strengthening their relationships with their clients through the understanding and strategic integration of Social Media into existing marketing practices.
Having spent several years in sales/business development, then moving into strategic marketing management in corporate America with Time Warner and L. M. Berry (The Berry Company), she entered the legal marketing profession as Director of Marketing at Baker & Daniels (now Faegre Baker Daniels). She then started Myrland Marketing & Social Media in 2002.
Nancy has spent a great deal of time immersing herself in the worlds of Digital / Social Media, and understands how to wisely and efficiently blend the two areas to help her clients accomplish their goals.
Nancy is innovative, passionate, loyal, strategic, and has a depth of knowledge to share with her clients that helps them understand how to blend business with their profession to grow their firms and practices.
Nancy is a frequent Marketing & Social Media speaker; offering her advice during keynotes, retreats, firm and client meetings around the country.
To find out more about Nancy Myrland, visit her blog here: Myrland Marketing Minutes, or email her at firstname.lastname@example.org, or call her at 317-370-9684.