High quality Over Amount: Repurpose Your Greatest Concepts and Distribute Them Far and Huge
I hate to be the one to interrupt this to you, however …
Your viewers doesn’t want your concepts.
Sorry to disappoint you.
It’s true although.
Your viewers is uncovered to loads of concepts. All over the place they flip on-line and offline, they’re bombarded with concepts. Concepts, concepts, concepts. Largely filler and fluff.
Take into consideration your self. Do you want any extra concepts to eat and contemplate?
What you want are somebody’s finest concepts. And what your viewers wants — the truth is, all that your viewers wants — are your finest concepts.
- The concepts that lower by way of the crap and litter to make a distinction
- The concepts you’ve thought by way of, frolicked with, and sculpted
- The concepts which can be nearer to completed merchandise than preliminary impressions
And you must make investments extra time distributing these premium concepts additional and wider, in numerous methods and somewhere else. You shouldn’t merely hit Publish after which run to the subsequent thought.
This fashion you may meet extra of your present viewers members the place they’re and also you improve the chance of reaching potential viewers members together with your finest work.
Let me present you an instance of how I’m doing this on one in all my websites …
All of it begins with a weblog submit
Given my obligations right here at Rainmaker Digital, and being a brand new dad, I don’t have a ton of additional capability for aspect initiatives.
So once I do have an thought value sharing over at The Meeting Name, I need to maximize the influence and distribution of that good thought. I can’t afford to spin my wheels.
Within the immortal phrases of Candy Brown:
“Ain’t no person acquired time for that.”
That is why I’ve shifted my technique and begun taking one well-thought-out thought and repurposing it into a number of several types of content material, distributed in many various locations.
The thought is given delivery in a weblog submit. Why? As a result of I do my finest pondering once I’m writing.
Writing forces me to make clear my ideas in a means that I’m by no means in a position to by merely ruminating, and even speaking.
I would like to take a seat down, suppose, write, edit, suppose slightly extra, edit slightly extra, and chisel the thought from tough stone into one thing clean and polished.
Loads of the fluff, filler, litter, and crap will get eliminated, after which I really feel rather more snug turning the thought unfastened on the planet.
(This course of additionally makes me extra ready to talk extemporaneously in regards to the subject sooner or later — a really helpful aspect profit for a mission that includes a podcast and radio present.)
You could be totally different. You could thrive working all of it out in your head. You could discover that you simply make clear your concepts finest by speaking them out. I urge you to be taught what works finest for you and comply with it.
However for me, it begins with writing. Therefore why I started a running a blog collection titled “Three-Level Shot” — the place, principally, I take a subject of curiosity to IU basketball followers and provide you with three helpful observations about it. Easy. Constant. Repeatable.
Generally I do know what the observations will likely be earlier than I begin writing. However normally the method of conducting fundamental analysis, after which synthesizing it into three clearly articulated concepts, reveals new insights which can be helpful to me and, in flip, to my viewers.
I write the primary draft. Generally I rewrite or rearrange elements. Then I edit and proofread. Quickly thereafter I hit Publish. The whole course of normally takes 60–75 minutes.
Now I’ve a weblog submit, normally within the 1,000–1,250 phrase neighborhood, that I can distribute through social media, use to draw search site visitors, and ship to our e mail checklist.
One piece. One format. A number of distribution channels.
All performed? Hardly. I’m really simply getting began.
The attractive a part of this technique is that probably the most troublesome and time-intensive half is now performed. I developed a high-quality thought — it’s not simply one thing I slapped collectively in 15 minutes as an inexpensive site visitors seize.
Subsequent, it’s time to leverage this fully-formed thought right into a blitzkrieg of distribution.
The weblog submit turns into a podcast episode (and video!)
Take into account as we undergo this instance that the precise steps and channels that work for me over at The Meeting Name might not essentially be the steps that you must take.
That website is constructed round a podcast, and we’re additionally attempting to develop our YouTube viewers. Due to this fact, getting content material out to our podcast viewers and publishing extra content material to our YouTube channel are priorities. Which may not be true for you.
However the huge concept that I’m describing right here — combining the facility of high quality over amount with repurposing and sensible, widespread distribution — will be just right for you. Simply take the fundamental ideas and apply them to your scenario.
The following fundamental precept for me is that this: flip the weblog submit right into a podcast episode … and there simply so occurs to be a means that I can try this whereas concurrently making a video model too. Rating!
When time is of the essence (and when isn’t it?), it’s a must to take any likelihood you may to work smarter, not tougher.
So right here’s what I do:
- Double-check my microphone cables and settings, and do a check recording. (At all times, at all times, at all times do a check recording!)
- Open up my Meeting Name episode template in GarageBand, so I can document regionally.
- Create a YouTube Reside Occasion to broadcast the recording reside.
- Open up the weblog submit in an online browser, so I’ve it prepared for reference.
- Tweet out the hyperlink to the YouTube Reside Occasion, so anybody who’s can watch the reside recording. (For what it’s value, I’ve by no means had fewer than 16 folks watch reside on-line, and sometimes that quantity is up within the 50s and 60s.)
- Hit Report in GarageBand, hit Begin Broadcast on the YouTube Reside Occasion, welcome the viewers, and begin studying the weblog submit.
Occasionally whereas studying, I’ll interject one thing further — the type of remark that may have been a footnote to the written piece. However for probably the most half I simply learn the weblog submit verbatim, attempting to sound as informal and conversational as I can.
I used to be nervous once I first beginning doing this that our podcast and YouTube audiences wouldn’t be too enthused about this content material because it’s simply me (with out my co-hosts) and I’m principally simply studying one thing they might get on the weblog.
My worries proved to be unfounded. The response has been unequivocally optimistic.
I’ve acquired quite a few tweets and emails thanking me for locating a technique to ship this written content material in the popular consumption medium for podcast listeners, which make up nearly all of our viewers. These of us would by no means get to see or hear the content material in any other case.
And it’s so straightforward to do. The whole time funding to document and submit the podcast is about 30–35 minutes:
- 5 minutes to arrange
- 15–20 minutes to document
- 10 minutes to publish the podcast (the YouTube Reside Occasion is robotically archived on our YouTube channel for on-demand viewing)
Moreover, whereas our weblog posts solely publish in a single place — our weblog — we’re set as much as distribute our podcast episodes far and large, with only some button clicks required.
Each episode goes to:
- Google Play
- TuneIn Radio
This doesn’t even account for the various particular person podcast apps that scrape locations like iTunes for podcast feeds. (For instance, I exploit Podcast Addict on my Android machine, and The Meeting Name is offered there despite the fact that I by no means signed up or submitted it there.)
And right here’s a enjoyable, little aspect profit …
Considered one of my favourite bonuses about tweeting out hyperlinks to podcast episodes over weblog posts is that individuals can eat the content material proper there of their Twitter feed.
Take a look at this tweet. All somebody has to do is hit the play button, and the episode will play proper there within the Twitter feed. Much less friction, much less distance between my viewers being intrigued after which really consuming my content material.
Flip one high quality weblog submit right into a site visitors and a spotlight engine
So for those who’re scoring at dwelling, we’ve now gone from one weblog submit, one distribution channel, and some site visitors sources to:
- A weblog submit
- A podcast episode
- A video
- At the very least 11 totally different distribution channels
- Numerous site visitors sources
And right here’s the loopy factor … it may very well be extra.
- Repurpose the weblog submit someplace like Medium, or as a visitor submit
- Create a slide presentation for SlideShare
- Discover further video channels apart from YouTube
- Extract clips of the audio for a service like Clammr
- Make clips or GIFs from the video to submit in visible channels like Instagram
And on and on.
The principle causes I don’t do these are a) time and b) as a result of I’d get diminishing returns.
I’ve tried to be strategic about investing the restricted effort and time sources I’ve for this mission into the channels that may ship the very best and most rapid returns. SlideShare, for instance, isn’t going to do a lot for a sports activities viewers, however it might be an ideal choice for you.
What’s been the influence of all this? It’s solely been a month, however already:
- I added 400 new e mail subscribers
- We doubled our YouTube subscribers (in only a month!)
- Visitors to our weblog elevated by 31.91 p.c
- Podcast downloads in simply March of 2017 (nearly all of which was through the low season, when consideration is normally decrease) had been practically equal to the mixed whole of January and February
What you must do subsequent
Ask your self for those who’re maximizing the distribution of your finest concepts.
Not your finest weblog posts, however your finest concepts.
As a result of if in case you have an concept that’s a winner, but it surely’s solely distributed through textual content as a weblog submit, then you definitely’re lacking out on a variety of further attraction choices.
Are you able to flip your weblog submit into an audio recording? Are you able to then flip that audio recording right into a video — even for those who simply use a set picture moderately than filming your self (like I do right here)?
Or, if in case you have an ideal podcast episode, are you able to go the opposite means and switch it right into a weblog submit? In case you already create transcripts in your podcast episodes, that is extremely easy to do.
The underside line is that moderately than specializing in the amount of the content material you publish, you must make investments extra time in creating fewer, increased high quality items of content material … after which discover environment friendly, scalable methods to distribute these high-quality items to as many nooks and crannies of the net as you may.
You’ll attain extra folks together with your finest concepts in the way in which they’re most snug consuming content material.
And there’s no higher technique to construct an viewers and authority, brick by brick, than that.