Creating content is a chore! So how can you make the most of it? How can you get more mileage out of the effort you invest? More bang for your buck? Maximize your ROI? Answer: you can repurpose and re-use your content to make the most of it! As we recently reviewed on the Russ & Randy Podcast, everyone has their own preference for how they consume content. When you re-purpose content that you’ve already created, you offer your audience options – choices – for how they can consume your great content. And re-using content that you already have is convenient for you: you don’t need to start from scratch. Another win-win! (I love win-wins :)) My favorite of these methods is to repurpose to video. This is a brief review of how to repurpose your content, with a focus on how to repurpose to video; and the recent Russ & Randy Podcast Episode on the Tools that Randy and I use to repurpose our content every day.
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Repurposing your content simply means recycling content, reworking it into other formats, and offering it again. One piece of content can be offered in many different ways, and there are many methods for doing this efficiently. Here are some ideas for you to consider:
Rewrite to Repurpose Text
Consider taking one large article on your blog and cutting it up into two or three smaller, more easily-digestible blog posts. Don’t merely break up the larger article by cutting-and-pasting: actually re-write two or three smaller articles. Update older content. That way, you avoid publishing identical blocks of text on your website (the duplicate content penalty may lower your SEO ranking, though there is some debate on this; I wouldn’t chance it).
The alternative is to take two or three shorter articles on a similar topic and combine them into one longer, more definitive article. Once again, don’t simply copy-and-paste from the shorter articles: re-write original copy. Despite needing to rewrite your articles, creating content in this manner is much easier, and goes much faster, than starting from scratch – after all, you’ve already done the research, and you’re already an expert on the topic!
Take an older article and update it based on recent findings from clinical trials or research. Rewrite an article by incorporating the latest diagnostic or treatment trends.
Repurpose Content Across FORMATS
Transform your text: repurpose content into other formats:
A super-easy option is to simply read your blog post and record it for an audio podcast. See “Some Notes,” below, for comments about microphones. Also be sure to read my “Final Note,” below.
Repurpose to VIDEO
Nothing connects like video. The popularity of video is responsible for the recent growth of many social media sites. And note that YouTube is the second largest search engine on the internet. This means that video can help patients find you!
Here are the steps to record your “talking head” video:
Sit down in front of your webcam and record three or four minutes of video – of you –describing how you approach a certain diagnosis, or review recent treatment advances … the possibilities are endless! These “talking head” videos are hugely engaging. Patient love videos of their doctors. It helps them see the docs before their appointment. It helps people begin to develop a relationship with you…long before they ever meet you. This is a huge win-win for you and your patients!
Use iMovie (for Mac users), or MovieCreator (for PC’s) to record your video using your webcam. Use those software apps to edit your video…simply remove the beginning where you were struggling with the controls or getting your webcam angle set up, and at the end where you are reaching to shut it off. In other words, use the built-in video-editing function to “clean up” your simple video. It’s easy.
Here are the steps to upload your video:
- Open a YouTube account and create a “channel.”
- Upload your video to your YouTube channel.
- Add a description of your video – this will essentially be a short blog post about the topic, and it will include keywords – those keywords will be found by people searching online for answers to their health questions.
- Include a link back to your website. Include a phone number for appointments at your clinic.
- Embed that video in an article on the same topic on your website.
- Or, embed your ‘talking head’ video of you describing your practice on your About Me page on your website.
- See “Some Notes,” below, for tips on optimal audio quality for your videos.
Screen-Capture for Professional Educational Videos
Every doctor, and probably every kind of healthcare provider, is a teacher. In fact, the Latin origin for the word “doctor” means teacher. Every time you’re in clinic, you’re teaching patients. And many of us teach in our communities: at our nearby medical school; our regional medical society; at church groups; at the Rotary or Lions Clubs; even at the local Whole Foods.
Therefore, it is likely that you all have “slide decks” from some of your teaching. Come to think of it, I’ve never met a physician who doesn’t have a collection of PowerPoint or Keynote presentations. Don’t you?
How to Repurpose to Video: Take your slide presentations and turn them into professional educational videos. Upload those to your YouTube Channel, along with a details description.
Here are the Repurpose-to-Video steps
- Get some screen-capture software – (ScreenFlow if you’re a Mac user; or Camtasia for PC’s).
- Install the software.
- Open up your presentation software and put one of your presentations into ‘presenter’ mode.
- Start up your screen-capture software, and record your presentation, with you narrating your presentation exactly as if you were presenting at the podium. This is called “screen capture with voice-over,” and it is super-easy to do, but produces a very engaging and professional educational video.
- Note that screen-capture software will run you from $100 to $200. Both of those screen-capture apps are all-inclusive packages. That is, you won’t need anything else to edit your video.
- The microphone built into your laptop or the webcam for your desktop is barely adequate for the job. If you want to kick up the quality a notch for your videos, improve the quality of audio by investing in a great podcasting microphone. A great microphone will run you between $150 and $300. Here are two excellent options (affiliate Amazon links): Blue Yeti USB Mic; Rode Podcaster Kit.
- I suggest that you try producing some screen-capture videos first. If you think that you will be recording some videos – either ‘talking head videos’ or screen-capture videos with voice-over, then you will want to make the small extra investment in a great microphone.
Consider taking one of your PowerPoint or Keynote slide decks to a graphic designer to design an infographic to accompany your article on that topic for your website. Infographics are commonly shared on social media. You can also take short excerpts from your articles and use those as the basis for an inspiring or educational graphic poster to be shared on social media (common on Twitter, Facebook, and LinkedIn).
Consider uploading your slideshow to SlideShare. As with your videos on YouTube, be sure to add a short description that includes a link to your website. SlideShare slideshows can also be embedded in articles on your website.
One last comment regarding text: Most of the content you create will be text. That means writing. And writing means, eventually, writer’s block. We’ve all experienced it … you lose your muse. Be sure to read my steps to break writer’s block, and listen to the Russ & Randy Podcast on that topic.
Be sure to look for the next article here, where we’ll review free tools you can use to repurpose content for your healthcare practice.
After blogging for a decade now, and after recording both “talking head” and screen-capture videos for nearly that long; and after publishing a co-hosted podcast for over a year … I can definitely say that recording talking-head videos is the most difficult challenge for me. Recording screen-capture video is much easier, so start there if you want to add video to your repertoire. Writing is way easier than either of those!
Video is great. But as you consider content formats other than text, don’t overlook the value of audio: podcasts are growing in popularity for many reasons. Many people simply learn best through audio content. Most people like the ability to multi-task while listening to audio. That is, they can listen to your podcast while commuting to work, or while working out. And after publishing a podcast for over a year, I can say that talking to a microphone is easier than either writing articles or recording videos!
So consider using a podcast to grow your practice.
Please share your experience, questions or comments below! Would love to hear from you about how you are re-purposing your content. If you’re not already re-using content you already have, or just using your webcam to record some simple videos, you’re missing a great opportunity! And your patients are missing a way to get to know you.
See you here soon, and until then … keep chillin …