Speaker 1: Plan and film one video, then edit it and turn it into 8, 9, 10 pieces of content. You start with one long video, maybe it's a workshop, webinar, or class you taught online. You edit it down into a video to publish on YouTube. Then you rip the audio for a podcast episode. Transcribe the audio and that becomes a blog post. Pull a few paragraphs from the blog post and those can be Instagram captions. Shorter quotes can be stylized and shared as images. You can take some sound bites from the podcast and turn them into audiograms. Snippets from the transcript can become an email newsletter. Cut a few short clips from the video and those can become Instagram stories, reels, or viral TikToks. The gurus tell you that this is a smart, time-saving way to multiply your efforts and allow you to show up everywhere online. And theoretically, that sounds great. There's just one problem. It doesn't work. Now believe you me, I want it to work. I want to get as much done as possible in as little time as possible. I want to be able to show up everywhere online without having to spend so much time creating content. But I've tried a few dozen times to repurpose content like this and it just doesn't work. Now it's not that you can't take one video and turn it into 10 pieces of content. You totally can. The problem is that each of those pieces of content flops hard. See people go to different platforms for different reasons. They browse YouTube looking for entertainment plus a dose of education. They scroll Instagram living vicariously through others. And they head to TikTok to escape boredom. Okay, so maybe I'm being a little harsh here, but my point is that people consume content on different platforms for different reasons. And they're looking for different types of content on different platforms. And the fact of the matter is that short clips pulled out of YouTube videos don't stand a chance in the fast hook world of TikTok. And it's rare to find a solid quote to pull out of a longer article. And have you ever tried to read a video transcript? Yeah, well, it's awkward as anything and beyond messy. I've tried several times to take a video transcript and then edit it into a written article. And I thought it would be time-saving and a bit of a shortcut, but it was anything but. It took me longer to write the article and it didn't end up nearly as well as if I just started from scratch. Simply put, when you take one piece of content and try to chop it into a bunch of little parts to get more mileage out of it, none of those little parts really have the punch they need on their own. And it makes sense. After all, those pieces of content were never designed to exist on their own. Now, of course, this doesn't mean that every piece of content needs to be completely its own thing or created 100% from scratch. There's definitely room for some strategic repurposing that can allow yourself to save time and also leverage your efforts. You just have to be smart about it and not try to force content into forms that it was never designed to be in. So here's the content repurposing strategy that I've found to work well for me. I start out by planning YouTube videos because they are my main and most important type of content. While I'm planning the videos out, I at least outline them, but sometimes it turns into me writing an entire article in the process. And in that case, that's a second piece of content already created. After filming and editing the video, if it would make sense as an audio only podcast episode, then we export the audio and we publish it on my podcast feed. And then if I didn't already write an article earlier on when I was planning the video, then once it's edited, then I delegate the process of writing an article that's based off of the video. Now, this is not a transcript or anything like that. In fact, a lot of the time, the only thing that the article and the video end up having in common is that they're based off of the same outline, but it works a lot better that way. And we end up with a much higher quality written article. Okay. So at this point we have three substantial pieces of evergreen content. And I really like to focus my efforts on creating this type of content because it has a much longer shelf life than the short form content that we see on Instagram or Tik Tok or Twitter. And it's going to have a much bigger impact on my business and my brand and my audience growth. But that doesn't mean we have to stop there. And we don't. See, whenever you create a piece of content, the obvious end goal is that people actually consume it, that they watch your video, that they read your article, that they listen to that podcast episode, because if they don't consume it, they can't get the value from it. So don't just stop with creating the content. Once that piece of content is done, your work is really only half over because now it's time to move on to promoting that piece of content. And promoting the content generates even more content that you can share around on the internet. For example, we always design vertical images to go along with every written article that we produce and sometimes with the videos and the podcast episodes as well. And then we share those vertical images on Pinterest, which by the way, is a much better discovery platform than Instagram. And last but certainly not least, I always share that long form content out in my weekly email newsletter. Now this takes a few different forms. Some weeks I just write a few paragraphs telling people about the video or the article or the podcast, explaining what it's about and what they'll get out of it, and then inviting them to click on a link to go watch or listen to it. But whenever I have time, I like to actually write a short version of the content itself for the email. Now yes, this is a bit redundant. I'm taking the time to write an entire article, albeit a shorter one, that we've already written. And sometimes I am able to just cut down the longer one instead. But even when I do write an entire new article, I'm not starting completely from scratch. I'm using the outline I already created from the video, and I've already thought through this piece of content in detail at least twice, when I was outlining the video and when I filmed the video. And so I know the ideas inside and out, and I know how I want to express them, and I'm able to get the whole thing on paper in just about 30 minutes. And this is a half hour very well spent, because while yes, I'm recreating an article that already exists in another form, this digest-sized article is exactly the thing that my email subscribers want the very most. Now there's a reason that they subscribed to my email newsletter. They want to learn how to start and grow their own successful online business. And they know that information in my emails is about exactly that. But they don't want to be sent somewhere else, and they also don't want to open my email only to find a 2,000 word blog post, because again, they're trying to get through their email. And this is really the heart of the issue. It's all about serving your audience, or the audience that you're working to attract, on the platform where you're publishing the content. If you want them to love your content, and want more of it, and want to share it, then you have to give them what they most want in that particular space. At the end of the day, it all comes down to this. Making pieces of content that can stand on their own two feet, that make sense on their own, and that pack enough of a punch. Creating content that delivers real value in the format you're publishing it on the platform, and in the way people are looking for on that platform. And if you can take something you already created, and use that as a starting place for a piece of content like this, then that is a smart, strategic, and efficient move. But if the end product isn't going to be something truly worth sharing, and something that you're truly proud of, and something that truly serves your audience, then don't waste your time repurposing without a purpose. If you agree, and if you enjoyed this video, then hit that like button to give it a boost. Also, I'm going to leave a link in the description below to sign up for my weekly email newsletter if you're interested in doing so. You might be interested in it if you want to learn more about how to start and grow an online business, or if you want to find out when my products and courses go on sale periodically throughout the year. The best way to do either of those things is to sign up for the email newsletter. I normally send out just one email per week. Thanks so much for joining me for this video. My name is Gillian Perkins. I make new videos here on YouTube every week, all about how to start and grow a successful online business of your own. If you're into that, make sure you are subscribed and have notifications turned on. I'll see you next week. Until then, take care, and I love you.