Being “digital” takes time. It takes effort. It can sometimes be a pain in the proverbial (you’ve got better things to do than sit down and write a blog post, right?).
But digital done smart, means you can leverage multiple versions of your original product for only a little bit more effort. Here’s how.
For the purpose of this exercise, let’s say you started with a blog article about one of the frequently asked questions your customers ask all the time. You’ve gone into awesome detail (your readers will love you for this) and it’s sitting somewhere between 1,000 – 2,000 words.
Your blog article gives you the starting point for a podcast script. Avoid reading it word-for-word (unless you can read without sounding like you’re reading!).
Use this original article to create an audio version of the same information. Create an MP3 file to upload to your website for visitors to download and listen to while they’re on-the-go.
Not sure how to create an audio file? Most smartphones have the ability to record MP3 files. What’s important is the quality of the microphone and where you record (quiet!).
Don’t worry about uploading to iTunes or anything complicated like that. As the advert says: just do it.
Similarly, use the original article as “prompts” in a video. There’re two format styles for a DIY video:
- Talking head: you talk to the video camera (make sure your background is professional and the audio quality is exceptional).
- Power Point: create Power Point slides from the main bullet points of your original article and voice over these slides.
After you’ve created your video upload it to YouTube then embed onto your website.
If you’ve used video editing software and you’re confident with the audio quality of your video split the audio component from the visual component and bingo! you’ve got yourself a podcast without going to the extra effort of creating a podcast and a video.
Depending on your design skills (and budget) you can reformat the main points of your article into an infographic. An infographic is a pictorial interpretation of information. Remember to include your logo on your infographic so that when it gets shared people know who owns the copyright.
Here’s an example of an infographic – it’s about 13 interesting podcasting facts of 2015.
NB: clicking on the link will open in a new page to the infographic image. Click on the image to make it full screen.
When you’ve got enough blog articles written you can create an ebook. Each blog article can be a separate chapter in your book.
Why repeat yourself across different formats?
Creating diversified versions of the same information gives your audience choices of what suits them.
Audio is eaten on the go: while driving, working-out, doing something else. Audio is hands- and attention-free. Your customers can multi-task while learning about your business.
Blog articles are for the visual person who loves reading. Plus you can easily include images and clickable links to other places on your website.
Videos are for those who like to connect with others (listening to your voice, watching moving visuals).
And infographics permit a quick scan to get the main points. Infographics (like video) can be embedded on other websites which means your brand is getting shared. Which is a good thing.
Share + Rinse & Repeat
All of these diversified versions of digital content can be shared across all of the social places your customers hang out.
Being diversified means you only need to come up with one subject at a time to be able to create multiple pieces of digital content for your website. Which means Google and the other search engines will love you to the moon and back. But more importantly, you’re educating your customers about what you do.
This article first appeared in Chamber News – October-December 2015, pp7-8.
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