In this week’s video, Megan gets into a MAJOR pet peeve of hers: content repurposing mistakes.
There are good ways, and bad ways to repurpose content, and you probably won’t be shocked to hear that the bad ways are easier.
Watch the video, (or read the transcript!), then keep on going for an example of repurposing. 😉
(This is a script of the video above. This is an example of content copying that can work – it makes the content accessible to more people.)
If I see one more Facebook Live steam uploaded to YouTube, or hear one more person talk about how their membership area is going to be full of webinar recordings – I’m going to punch my monitor.
There’s a right way and a wrong way to repurpose content – let’s talk about it.
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I’ll be the first to tell you that repurposing your content is a really, really smart thing to do. I think EVERYTHING should be repurposed as much as possible to reach more people, appeal to more consuming styles and deliver more value.
“Repurpose” does not mean COPY/PASTE.
You can’t expect to take a livestream or live webinar and pop it behind a paywall, or on a totally new platform and look like anything other than a lazy ass.
Yeah – I said it. Lazy. Ass.
When you’re presenting live – even when it’s digital like through a hangout, webinar or livestream there is implicit or explicit two-way conversations happening. The energy of back and forth and immediate response is there. That is a totally different feeling than something that has been prepared to be consumed by a person alone.
And when you take something that is live and two-directional and make it UNI-directional… something is lost. People feel alienated. Left out.
And they ARE. You arent’ talking to them! You’re talking to OTHER people who were there but aren’t anymore!
This isn’t to say there isn’t value in sharing or even selling a webinar replay for example – but that ONLY works in the context of “this was a live thing you were GOING to be at but couldn’t be – so here is what happened” For example, when you do group coaching and not everyone can attend live – that’s a perfectly fine thing to include as part of a service you offer. And webinar REPLAYS allow people who have conflicts to learn from you.
Your viewers are then primed for and expecting an experience that they aren’t really a part of – and when that’s all aboveboard, it’s totally cool.
But when someone expects to have a video experience that is made for THEM but it ends up centering OTHER people who were there live… it’s a ripoff. It’s NOT as personal, and in terms of sales, education or audience building it’s ultimately, unprofessional and ineffective.
I’ve seen this a lot for course creators, or people who want to run membership sites.
Creating a digital course or populating a paid membership area is a TON of work – and it’s really, really tempting – especially when you’re a small operation -To re-use videos from webinars and group coaching calls and presentations to make up fat portions of your digital content.
But at the end of the day it won’t be serving students as well as content that was DESIGNED to be consumed solo, and structured intentionally to meet your goals, and their needs.
Good, evergreen content for sales, education and authority building should almost always be structured so that it is engaging and approachable for people who are going to be consuming it on their own, in their environment, without the implicit expectation of back and forth communication.
All right – that was my rant about repurposing content BADLY. Disagree with me? Comment below, and if you want more – like and subscribe.
You can also head over to our site and read our comprehensive guide to writing scripts for videos that will grab your viewers interest and attention – but WON’T leave them feeling like you’re talking to someone else.
Catch you next time!
Am I Repurposing or Slacking Off?
(This is a continuation of the ideas in the video above – it is the same ideas presented in the content repurposed to add a different kind of value for a different content consuming experience.)
Let’s say you’ve done an AMAZING Facebook live stream. You NAILED your points, people were responding really warmly, and you just feel great about the experience you delivered.
Should you try to replicate that exact same experience and feeling when you’re not live?
What you can do is take those wonderful points you made, watch your recording to see what the comments and feedback or questions were, and when people reacted the most strongly with likes and loves.
Then you can create a script (or a blog post!) that addresses questions, expands on the ideas people were the most interested in, and provides sharable tweets and other content for the moments that people REALLY enjoyed.
This new script could be filmed for a membership area, YouTube channel, or your website to engage people visually.
It could become a blog post that you can post on your blog, on linked in or Medium if you take your script and revise it to be more structured, with links to other content and calls to action.
It can become a podcast that you release on iTunes if you add some audio branding, and maybe include an interview with someone to extend your point.
It could be a module or bonus for your course if you tie it to the subject matter and make it clear where the source was.
But what it CAN’T be is an experience as valuable for people watching it later as it was for those who saw it live.
As online content creators, almost everything we do is iterative. It gets better the more times we do it, and the more feedback we take in because of it.
Now that we’ve gotten a little bit into why repurposing content by directly copying it from one platform to another, is, in many situations a bad idea, (*cough* lazy and ineffective *cough*) let’s look at how you can make the decision about how a piece of content should be repurposed.
The first thing to do is consider who the content is for on each platform you want to release it in.
A FB live steam is FOR people who are live on Facebook (almost always unpaid!) or maybe juuuuuuusst missed it and want to see the replay.
They are either on their phones or at their computers, engaging with social media – they see your stream start (maybe the logged on based on a notification that you went live) and watch your stream, giving you feedback in the forms of likes, laugh, loves and comments. Great. Everyone’s happy.
Does that method of viewing content – that break in a FB scroll session – have the same expectations as someone watching educational videos on YouTube? Or logging into paid content they invested hundreds of dollars in? Or catching up on their favorite blogs and writers over coffee?
No? It’s not 100% the same experience for the audience?
They have different expectations depending on where they are and what mind frame they are in when they are consuming content on different platforms concerning the depth of a piece? Its medium? The length? Next steps after finishing it?
You don’t say.
So think about each platform you are using – your membership area, your blog, other blogs, your podcast, your video channel… try to imagine what someone is doing while that content is being consumed and make it as valuable as possible for them WHEN THEY ARE THERE.
Here’s a quick example. I listen to podcasts while I’m doing chores. That is the ONLY time I listen to podcasts. Very, very occasionally will I like an episode enough to look it up online so I can share it, or grab a resource from it. Like, maybe 1 out of 100 episodes.
Blog posts? Those get my full attention when I’m taking a break from work, on a bus going somewhere, or spending a little time intentionally learning. I think about them, share them, and often, use them as jumping off points for learning more about a topic.
Of course – every individual is going to be a little bit different about how they consume content in different places – but you need to be aware of that, and make sure that you’re giving people what they will actually USE in the places that they ARE.
At the end of the day, slapping the same piece of content in a bunch of different places is about YOU not your audience, and if you tell yourself you’re serving them better (outside of some pretty narrow instances where you actually are) then you’re just trying to avoid actually serving them. Go you.
This. Is. So. Much. Work.
YEP. It is. It’s long, can be boring to go through the same content multiple times, and especially when you’re starting out – you won’t see huge returns on your time OR know which kinds of repurposing are the best. It’s okay. It takes practice, and it’s something that it’s not too hard to get help with.
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