Thinking Outside of the Text Box: 6 Ways To Increase the Life of Your Content By Kelsey Jones #SEJSummit
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Event: SEJ Summit London Hosted by Searchmetrics Beyond the Publish button: Kelsey demonstrates techniques to wring the most value out of your best content by re-purposing and leveraging multiple channels and media.
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Thinking Outside of the Text Box: 6 Ways To Increase the Life of Your Content By Kelsey Jones #SEJSummit
- 2. Sebastian Wenzel, Webanalyticsbook Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors.
- 3. #SEJSummit #Searchmetrics • 7 years of marketing and PR experience • 11 years of journalism and editing experience • Responsible for SEJ’s entire content strategy to drive traffic & increase community engagement @wonderwall7
- 6. #SEJSummit #Searchmetrics @wonderwall7 Why You Should Think Outside The Text Box
- 8. #SEJSummit #Searchmetrics Social Media Images • 87% of the most shared content posts on Facebook are images* • Key Takeaways • Statistics • Quotes from cited experts or post author @wonderwall7
- 10. #SEJSummit #Searchmetrics SlideShare <-> Written Content • SlideShare has 159 million monthly pageviews • Dilute Your Content: Summaries of main points URL to white paper in description @wonderwall7
- 11. #SEJSummit #Searchmetrics Repurposing The Same Content SurveyMonkey uses their own product, the survey platform, to create & upload presentations, PDFs, and infographics @wonderwall7
- 13. #SEJSummit #Searchmetrics Audio Transcription • Mixing learning mediums up can increase attention span, according to NPR* • Transcribe your content for more accessibility • Also consider transcribing video interviews and podcasts to text @wonderwall7 *http://goo.gl/OBbuCe
- 15. #SEJSummit #Searchmetrics Podcasts, aka On-Demand Audio • We are the “Netflix generation” • Podcasts make up almost 26% of ALL AUDIO listened to on audio devices (car, phone, etc.) @wonderwall7
- 16. #SEJSummit #Searchmetrics Podcasts • Invite experts on your podcast to add insight to blog topics • Recap white papers, studies, blog posts, etc. @wonderwall7
- 18. #SEJSummit #Searchmetrics Over 78% of all U.S. internet users watch video. That’s almost 196 million viewers. *Source: http://www.statista.com/topics/1137/online-video/ @wonderwall7
- 19. #SEJSummit #Searchmetrics VIDEO Publish FROM Video • Interviews that are turned into blog posts • On-Demand Audio Versions • Gifs of interesting insight • Breaking Industry News NewEggTV has almost 398,000 subscribers and different bloggers as hosts @wonderwall7
- 20. #SEJSummit #Searchmetrics VIDEO Walmart has almost 68,000 YouTube Subscribers Publish TO Video • Discussions of long- form posts • Explaining key topics • Turn long-form into a presentation @wonderwall7
- 22. #SEJSummit #Searchmetrics @wonderwall7 Content syndication can bring up to 180% more email subscribers, as well as increased traffic and social media engagement. http://searchenginewatch.com/sew/how-to/2345534/should-you-syndicate-your-blog-to-get-more-traffic-leads
- 23. #SEJSummit #Searchmetrics @wonderwall7 CONTENT SYNDICATION Take your content and repurpose on a bigger platform, like Tumblr and partner sites, with proper redirects in place
- 25. #SEJSummit #Searchmetrics @wonderwall7 Let’s Use a Real Example: Nike Social media images and SlideShare with running tips
- 26. #SEJSummit #Searchmetrics @wonderwall7 Let’s Use a Real Example: Nike • Do audio and video interviews with the runners • Give exclusive video content to bloggers for them to republish
- 27. #SEJSummit #Searchmetrics @wonderwall7 Think Outside The Text Box: 3 Takeaways 1. Convert written content into different formats (or vice versa) to extend the life of your content 2. Publishing in different formats can increase user attention span and interest 3. Consider on-demand audio and partnering with other publishers to make your content go further
Editor's Notes
- Publish an Article, E-Book, Blog Post, or White Paper Once…Why Not Repurpose What You Already Have?
- Extends the life of your content Increases website traffic and social media engagement and shares: “Interesting content” is one of the top 3 reasons why users follow brands on social media. Decreases costs and increases efficiency