I love to see how comedians work.
Have you ever noticed how comedians perform? They take the stage and perform their show, simply, smoothly, telling joke after joke, and staying silent exactly when people are supposed to laugh.
It’s as if they already know which jokes are going to be funny, and which ones will fall flat.
They seem to know the right joke for the right moment.
But guess what? Nothing could be further from the truth!
Comedians are good at knowing their audiences and testing their material over and over again until they figure out how to touch the right people with the right joke.
And, finally, make them laugh like crazy.
This is mainly for two reasons:
- They have a limited amount of material that they have tested many times.
- They use that material EVERYWHERE they go.
That’s exactly what they do. They want to know which jokes are best for which moment, so they test the material in different places.
Let me give you an example.
There’s a comedian that I like, and I started watching his shows and interviews on YouTube.
First, I saw him do the same show in 3 different places: two different TV shows and a theatre. You see the same guy telling the same jokes in every one of those places.
But I was surprised at how people reacted very differently to the same jokes in those 3 different shows.
But you could still see the comedian carry on with the show with fearless determination and confidence.
Why? Because he knew it!
He knew that people can react differently to the same thing in different scenarios. The important thing is to create solid material you can “replicate” many times in different locales.
After that, I saw a few interviews with this guy, and I discovered something even more interesting.
He told the same joke in EVERY interview, whether it was on the radio, television or a podcast.
It was a funny experience he had when he was on holidays in India.
The joke was funny – but why was he repeating it over and over again?
Well, the answer is simple: the audience was different in all those interviews. Even the interviewer was different, with a different voice, tone, etc.
He was using the same material because he had tested it for years and adapted the material to every one of those channels.
Because here’s the thing. If you can build a solid base of good material around your subject, you can use it in many ways, again and again.
Not because you’re too lazy to create new content. Actually, you should create new content on a regular basis. But when you have tested and found out that certain material is good and helps people, you should repurpose it in different channels, to as many people as you can.
This is a basic principle for repurposing content.
Why repurposing content is so important?
Whether you are creating podcasts, videos or written blog posts, you are basically testing how good that content is.
But let me tell you something: you should pay attention to the RIGHT indicators of what good content is.
If you rate the quality of your content by the traffic it is generating or the social shares it gets, you are probably paying attention to “ego-metrics”.
When I say “tested, high-quality content” I mean that podcast interview you recorded a year ago and that still gets comments from your audience to the effect of: “I listened to your interview with that guy in Episode 35, and I have been a subscriber since then.”
That’s the kind of content that engages your audience and delivers a great experience as a brand.
Using that example, you could, for example, extract pieces of that podcast make a short video and share it on Instagram.
But I know you’re busy running your business, and you don’t have time to do all this.
This is why I want to tell you about the “Contentrepreneur dilemma” and how to fix it.
The “Contentrepreneur” dilemma
Yes, I know, if you are running your business and creating content, you now have a dilemma.
Because you are a busy entrepreneur, multitasking most of the time, and I am asking you to create more content.
So, here is the dilemma: You need to attend your customers, reach out to new ones and follow-up with your leads.
So, where do you find the time to create new content?
If you want to grow your business, you cannot stop creating new and fresh content.
You need to add new content consistently to keep attracting new clients, but then you don’t have the time to serve those clients.
But don’t worry – you’re not alone. Lots of contentrepreneurs like you and me struggle with this same problem every single day.
3 solutions to overcome the Contentrepreneur Dilemma
So, the question is: How can you overcome the contentrepreneur dilemma?
I’d like to share 3 simple options that will help you escape this situation if you’re running your business and want to scale your content strategy.
The key factor here is time – specifically, the lack of time.
The first option that you can try is to delegate your content creation. I know this sounds scary, because nobody can tell your story like you can.
But maybe you don’t need to delegate your whole content process. Actually, if you’re starting your content foundation, you shouldn’t.
But what if you could design the “plans of your content” in the same way an architect designs the plans for a building?
Then, if you are writing a blog post, you can write an outline with a clear idea about what you want to talk about. You can even write an introduction for the post to define the voice and tone you want for the whole piece of content.
Define a structure with the main points you touch on in that piece of content.
Then delegate the rest of the writing to someone else. What you might get is a long-form piece of content, which minimizes the time you dedicated to the content-creation process.
This option might be useful if you want to delegate most of your content creation. But not if you want to keep close control of your content and preserve your voice and essence, and more importantly, keep it personal.
Another way to delegate your content would be to focus on repurposing content you already have.
Let’s say you want to create videos or podcasts. You can delegate the process and transform your video into little chunks of 60 seconds each, to share on Instagram, for example.
What if you want to control your content creation because you just love doing it, or you’re really good at it?
This may sound simple, but maybe you need to outsource your services — or, at least, part of your services.
The thing here is to understand which area can add more value to your business.
If you’re a whiz at managing content strategy, then consider outsourcing your services.
You’ll be able to draw in more clients by working on that side of the business.
As a final point, here’s a third option you can use to overcome the “contentrepreneur dilemma” and dedicate more time to content creation.
This one involves creating digital products, such an online course.
Most of us are consultants or coaches who deliver some kind of business service.
Online courses are a great way to “pack your knowledge” into one product and make it actionable for your clients.
Almost every business service can be delivered as a digital product.
Just tell me something: when you are talking with a new client and delivering your service, what percentage of the process do you repeat over and over again with virtually EVERY CLIENT?
I have a business where I advise businesses on international trade development. And yes, every client is different and needs different advice.
But I can guarantee you that at least 80% of my advice is roughly the same for every client.
That 80% can be delivered through an online course. You can serve more people, and invest your freed-up time in something else.
Why you have to promote your content using a multi-channel approach
As I told you at the beginning, comedians test their material. Once they find good material that people like, they use the same joke in many different channels: interviews, shows, radio, television, theatres and so on.
Another thing you’ll notice is that they ADAPT that material, depending on the channel they’re using.
If they’re at a theatre, they can probably be a bit more irreverent than they can in a TV interview on prime time. There, they’ll need to use a different voice – let’s say, more neutral.
The different digital channels at your disposal work the same way for you and your content.
If you have a great podcast episode, you just can’t share it as a download on Facebook, or create a full video and post it on YouTube.
You need to adapt the content, extract the key ideas, and choose the right way to CONNECT with the users you’ll find on that channel.
You will engage in one way with your connections on LinkedIn, and in a different way with your audience on Instagram.
So, when you’re repurposing your content, you need to keep this in mind and figure out how to engage with those different audiences.
Because if you’re at home, having a relaxing time on the sofa and checking your Instagram and somebody is talking to you about a serious subject, you might not be in the mood for it.
On LinkedIn, whose peak hours are closer to office hours, people are more receptive to professional messages.
The key point for repurposing your content
Ok, you are now adapting your content to different channels, so from one good piece of content you can create many and distribute them through the different channels.
So now what?
And here is where many people are missing an important ingredient. That is, you want to provoke a reaction in your audience. You want them to take action!
Never forget to add a CALL TO ACTION to your repurposed content. And adapt your call to action to every channel.
Let me give you an example. If you’re repurposing your content on Instagram and want to drive traffic to your site, you need to use a different approach. As you know, on Instagram you cannot add external links other than the one in your profile.
That’s why you need to define your strategy for every channel you repurpose your content on.
It is convenient to define which channels are worth the effort of repurposing content, and which ones are not reaching your target audience.
You do not have to be on ALL channels or social networks. It’s best to concentrate on the channels where you know your audience is and focus your efforts there.
Conclusions of repurposing content
Finally, we can conclude saying that repurposing content is not just a technic to multiply your content material. Beyond that, you can repurpose your content to EXPAND your content strategy to other platforms and approach to your target audience from different angles.
- From written content to visual content.
- From video to podcast.
- From podcast to written content.
I encourage you to go even further with your content materials and treat them for what they are: your biggest asset.