The Referral Engine by Jantsch John

Author:Jantsch, John
Language: eng
Format: epub
Publisher: PENGUIN group
Published: 2010-04-25T16:00:00+00:00

Blend and repurpose

Throughout this chapter I’ve told you that educational content is king, and that’s true. But now your head is swimming and you’re thinking, “How do I create all this content when I’ve got a business to run? You say I need blogs, a newsletter, white papers, podcasts, training courses, instructional videos. . . . How do I get it all done?”

Yes, you do need all that stuff, and yes, it’s a lot of work, so the trick is to find ways to take content you absolutely need to create and find ways to repurpose it. And to take content you’ve already produced and give it new life with new audiences.

➧ If you are doing an online demo, record it and put it on your Web site.

➧ If you get the same questions over and over again, answer them all in an audio format.

➧ Take those same questions and turn them into blog posts.

➧ Take several blog posts and stitch them together into an article to submit online and off.

➧ Create a series of seven related blog posts and you have a presentation.

➧ Write a white paper by posting questions to your blog and letting readers add their comments; turn the entire project into the white paper.

➧ Record all of your slide presentations and upload them to sites like YouTube and SlideShare.

➧ Schedule interviews with industry experts, and even with customers—record, transcribe, and publish them in several formats.

➧ Turn bits and bites of all of this into your monthly newsletter.

➧ Take something you’ve already written and break it down into bite-size chunks in multiple formats.

➧ Pitch your case studies to journalists as potential stories.

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