make your content sweat: using research to repurpose content

Make your content sweat:Research-guided Repurposing Content

www.buzzsumo.com

Subscriber Series

Susan MoellerBusiness Development Manager

@susancmoeller@buzzsumo

Create Better ContentAt BuzzSumo we help content marketers improve their content through research, amplification and monitoring.

RAM

Good research

can grow….

INTO A LOT OF DIFFERENT CONTENT

• 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!

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?

CONSIDER DIFFERENT NETWORKS

Everyone Learns Differently

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

“Someone may love your content as a written blog post but not really be interested in the same information as a video.”Peg Fitzpatrick

Re-purpose your best content

I’m sure it’s in here somewhere!

Find the most shared content from your site:

Find the content with the most page views:

• Export both lists• Cut to top 20• Color code• Combine lists• Eliminate any that aren’t on both lists

Result:A list of your most shared and most seen content

YOUR BEST CONTENT—READY TO GO TO WORK

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

https://docs.google.com/spreadsheets/d/1s6uE_UqgQYv2nQmOC5JO_NpdsmnfNYfNCvnwun-q9Ho/edit?usp=sharing

Less-Shared Content

Format that works

Length that works

Extreme Makeover, Content Version

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

● 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

Susan MoellerBusiness Development Manager

@susancmoeller@buzzsumo