In short as the guys have said in numerous Pubcon and other presentations:

You Need to Market Your Content Marketing!

– Dave & Mat so very often

Matt kicks things off and gives you a ton of places to repurpose an infographic for example:

  • Instagram Post
  • Instagram Story
  • Instagram Reel
  • YouTube
  • Facebook Post
  • Tweet it Out
  • LinkedIn
  • and more but there are so many ways and places to reuse that one piece of content on every social and publishing channel you have.

Create and Use Templates

There is nothing wrong with using a template and actually we think it is for the best. You know it will work on a platform, you can quickly make new ones and you get a consistent branded look that you control.

What is not to like? If you are scared of just using the same one every day or week take a look at our Instagram account. We have a few templates that change for guest vs no guest but also a few variances as we mix in different templates and designs to try and keep things fresh while trying to make them easy to produce. Here is a quick sample which happens to show 3 different templates:

Audiogram Tools for Podcasters and More

Here are some of the examples and tools the guys listed out during the show. And even if you dont have a podcast or audio show, you can simply record yourself talking into your phone or recorder and add it to any of these apps to make some different content.

  • Marketing O’Clock Podcast “likely” uses Headliner App to make some great Instagram posts and stories.
  • Another is Wavve App which makes audio shareable.
  • Also Audioburst has some similar tools.
  • Then there is Audiogram which makes audio grams!
  • Of course you can always use Canva
  • Dave also mentioned he was looking at Crello.
  • Lastly is a new player that is in Beta you may have seen in recent weeks on our Instagram feed. PodStory is new and quite simple/easy to use.

You can also look at just creating a YouTube channel (here is what we do for ours if you aren’t aware) for your audio files (podcast or other!).

Do you give presentations internally or externally? Do you record it? Splice some of the audio and again add it to any of the apps above and even if you don’t have video (or like it) you can again reuse the content in a different way.

Video Content Ideas

Scared to create content or not sure what to do?

  • Read reviews from Google or Yelp and use one of the apps above to add visuals.
  • Use photos and reviews to create something beyond a normal post.
  • Use b-roll or Zoom type setup and create content from it.
  • Do Q&A with a chef, executive or other employees to give you audio and leverage the apps to mix it into something beyond just a one time content.
  • Create articles from your audio or video file. Check out our transcription service review episode for help picking one but this is another way to reuse that interview.

Real Life Reusing Content Example

So two years or so ago Dave created a Podcast presentation for Pubcon. Matt took it and spun it and redid it from the top to bottom for another conference. Then a year later Dave and Matt did a longer presentation that was updated and expanded upon.

Matt also used the presentation as an outline which became Podcasting Beginners Guide: How and Why You Should Start Podcasting at SEMRush.

Over the past 3 years we have done a number of episodes on podcast related topics which actually helped create that initial presentation. So we created separate pieces of content and then combined them with new to create something new only to break it apart again!

The circle of content life!

We will let that last bit sink in as we thank you and let you dig into the full transcript below (again, reusing our own audio file to create more content).

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey, you guys excited to have you join us on another one of these podcast episodes. How’s it going, Dave?

Dave Rohrer: [00:00:17] It is going there. Almost done building the house.

Matt Siltala: [00:00:21] Yeah, I think, uh, the, the noise and the.

The background noise is bothers you worse than it bothers me.

Dave Rohrer: [00:00:27] I’m hope. I’m hoping. That’s what it is. Cause when I, when I edit, I rarely ever hear it, but when I’m recording, all I hear is any noise coming from there?

Matt Siltala: [00:00:38] Well, I haven’t heard anything, so. All right. Well, Um, this I, what we’re going to talk about today actually came from another.

It was content was created while we were creating content. Uh, but this idea came to us while we were recording one of the last episodes. And, uh,

Dave Rohrer: [00:00:55] actually last week as I look at the schedule, the way it’s [00:01:00] going to go, yeah, this was the one we read. We did, we just released last week.

Matt Siltala: [00:01:03] So fresh content for you guys, tools and tips for reusing video and audio content.

And so. Um, this was from, I was chatting about, um, just different things that, that you could do. And, uh, and I’ll just kind of jump into it and share my thoughts on it if you just go from their day. But like, um, one of the things that I see that people do wrong with a lot of this kind of stuff is, uh, for example, with us, we’ll create this, this episode.

And a lot of times like there’s imagery that you post or there’s. Uh, links to places that you post. We have the writeup, obviously, but we have these, uh, um, visuals that we’ve created that go with each episode. Um, but also what other opportunities, and this is what got me thinking, and I’ve seen this, uh, uh, done at other places, but, um, you know, you could create a [00:02:00] little bit of a snippet from the, like one of the highlights from the show.

A record a 15, 22nd, uh, audio clip with, uh, you know, the, some of the most important talking tips, put it on an Instagram video or put it on a reels or even a Snapchat, tick tock, whatever it might be or all of them all the above, but figure out, um, and again, figuring out the best in different ways to use those different platforms.

But the point of care is like a lot of times people think that like, I’m just going to create this piece of content. And that’s it like I’m done with it and, and that’s all the purpose of it. I spent all this it’s money and time or whatever. It might be time or money or both. I created this piece of content and then that’s, I’m just going to upload it to YouTube.

And that’s it? No, it’s like a, and Dave can get into a lot of this kind of stuff with what we do, but like, um, you know, we, if he’s, he’s been curating a really good, a [00:03:00] YouTube channel with us, basically. You know, this is a podcast, but also, you know, it’s mostly, you know, obviously it’s the audio and on the videos, um, do a, still shot with a speaking and then you could hit that whole different audience.

But this really came to me, you guys, from back in the day, uh, obviously we do, you know, at avalanche media, we do a lot of, uh, content visuals. We do a lot of visual content creation for people and, you know, I would, uh, A lot of times you’d get that, that infographic or whatever, it might be micrographic, whatever, and you’d post it.

And then, you know, I used to, I like using the word post and pray cause that’s what a lot of people do and stuff like that. I just put it out there post and pray and hopefully it does well, hopefully it gets picked up. Hopefully a lot of places are sharing it. Um, but there’s more that you could do with that kind of stuff.

And, and that’s what we learned way back in the day. And so we would like [00:04:00] take little snippets from the data that was on an infographic and would turn it into a little micro graphic and would share it on Instagram. Obviously you can’t put a big old infographic on Instagram, but would take little parts of it or would cut it up into a little slide presentation.

Um, there’s different ways that you could do that now with a reels or, or with a tick tock, you could. Break it up even more and you can make it easier to consume the point being Dave. And I know I’ve kind of jumped into this and, and kind of got on my little soap box here. But the point being is we create this content.

There’s lots of different ways for us to be able to repurpose it and use it and put it at different platforms and reach new audiences. And I guess that’s kind of the opening and what I wanted to do for this one. So. I’ll let you kind of jump in and share your thoughts now. Um,

Dave Rohrer: [00:04:56] yup. Yeah, it’s, it’s a mix of like, just [00:05:00] we’ve talked about it for years during our, like our Pubcon talks was like, you know, you got to Mark, you’ve got to market your content marketing.

Um, and there’s all sorts of ways that you can repurpose content. What for this, I, as you know, as we were just recording the other one, you mentioned that. And I was like, Oh my gosh, I’ve been looking at a lot of apps lately. Um, and I went down a rabbit hole, Oh shoot. Just like a last week or two. I saw this one podcast that uses and has this template that they clearly use.

If you look at their Instagram. And if you look at our Instagram, you’ll see that I clearly have a template when I create stuff. But you know, like, What was it a marketing, a clock? I pretty sure uses. Um, and I could probably ask Greg and he’d say yes or no, I’m pretty sure they use it like the headliner app, uh, which is a simple way to take that sound bite that you were just talking about, and it creates a little wave [00:06:00] and you get the logo and it gives you an easy soundbite, little GIF or movie that you can share on LinkedIn.

You can share it on Facebook, Instagram, you know, And it’s creates a little quotable shareable thing that gives people that ten second, 20, 30, 42nd kind of snippet. Uh, there’s a lot of other tools out there. I’ve looked at headliner app. Um, for us, I just haven’t loved it, but also a lot of our quotes. Like we don’t have guests that come on that give us.

You know, little bite sized chunks and they do, but I’m partly lazy, um, to use it on a regular basis. But if you were a video where your CEO or someone from your company is giving quotes and you really want to, you know, especially if you’re feeding them those quotes and you really want to highlight them, and now you have them saying them, you want it, you can.

Use some of these apps there’s wave with two [00:07:00] V’s that does something similar. Um, I think audio burst is another one I was looking at, uh, Canva and Cielo, C E L L O is when I was playing with just the other day, trying to figure out ways to create some video type things that are a little bit beyond that, but it’s just not the normal, Hey, look, it’s a post on.

Instagram and Facebook. Um, I’m trying to figure out ways to create, not quite headliner, quick snippet ones, but something that’s a little bit more eye catching, but again, I’m reusing our content. I’m reusing pictures from our guests, pictures from, you know, whatever we’re talking about. I’m trying to figure out ways to repurpose

Matt Siltala: [00:07:49] well, and that’s why I mentioned YouTube because.

Obviously we had started, um, uh, down a certain path and then you found a way to, to, to make it and do it better. But, [00:08:00] um, you know, it’s, it’s why wouldn’t you do something because if we can create a channel on YouTube where we get a bunch of listeners, cause there’s, you know, I think about like my kids, for example, my boys aren’t even on, you know, uh, they’re not even on like Facebook or Twitter, like they could care less about stuff like that.

However they are on places like Spotify or YouTube. I mean, one of them is basically, almost always on YouTube. And so this is not just, I mean, this is a generational thing. If we want to start getting the newer upcoming people that are interested in this kind of stuff, the 17, 18 year olds, like we gotta be on the platforms that they’re using and we gotta, it’d be, um, you know, cause again, like I’m, I’m telling you, like I got a 17 year old dad.

A F a 14 year old. That’s not too far behind. And these guys have zero interest in Facebook and probably will never even be on Facebook. So, uh, again, just like, I’ll also, I mean, I [00:09:00] mean, for it to be like, didn’t want this, uh, the, this recording to kind of go a different direction, but like, you know, it’s also something good to talk about or think about like, Hey, this is.

This is something that’s evolving and changing too. So also just to, to, before you chime in Dave, sorry, but, um, you know, that headliner app that you were talking about, whether it’s that one that they use, or if it’s something else, but I gotta tell you there’s been many a times when I’ve been scrolling through Instagram or something and that’s just popped up.

And for whatever reason, I have my sound on and I’ll hear like five seconds of something and it like hits me and I’m like, Oh, That’s what they were talking about. Like, and then I’ll go listen to the whole episode. And it was because I just listened to that little five, second snippet or 15 or whatever, and they ended up being, and so it’s huge.

It’s just another Avenue. If it doesn’t work every time, whatever. But if it gets some people sometime like that’s the point of it.

Dave Rohrer: [00:09:57] Yeah. And that’s, that’s why we [00:10:00] started the YouTube is because like our kids and a lot of people. Are on Spotify or maybe they’re on, you know, the iTunes or they’re on any of the other 25,000 sometimes I swear, um, podcast players, but then also, yeah, just the video.

I was like, well, we already have the audio file. I created a standard do you know, screen that we can use and why not create video of it? Why not reuse this content as many ways as possible?

Matt Siltala: [00:10:34] Except for the fact that we don’t like being on video. I mean, it’d be really easy for us to just throw a video camera on here and record parts of this that we could use for snippets as well.

But, you know, again, that would take some effort and we could,

Dave Rohrer: [00:10:49] we could make sometimes the editing a little bit more difficult. But yeah, we totally could. And maybe we will in the future for some episodes, or maybe we won’t,

[00:11:00] Matt Siltala: [00:11:00] we’re just throwing out the ideas. That’s what we’re supposed to do guys for you.

Dave Rohrer: [00:11:04] Yeah. Like we could do it. Do we want to, I don’t know. You know, Matt would actually have to, you know, not where’s PJ’s I’d have to not wear my PJ’s. We both have worked as long way too long. Oh, yeah, this is, this is PJ’s, we’ve been been PJ’s for years long, long, long ago.

Matt Siltala: [00:11:24] But, but, but yeah, like, so for example, you know, even like what I was thinking, Dave is cause canvas such a powerful tool.

It’s a neat little app, even if, even if you’re a business and you just got the Canva app and you just started playing around with it, figuring out how to repurpose some images, figuring out. You know, if people leave an image of a sandwich that they ate or an experience or a picture that they took of them and their girls or the boys all happy, you know, eating at a place and you could take that image and throw up a quote or throw up a, um, you know, some kind of, [00:12:00] this was a four 99 mil, or thanks for coming in or, you know, whatever it’s, stuff like that.

That’s the kind of stuff that we’re talking about a lot of times. You do that and you tag, whoever talked about it, they’re going to share it on their stories. Like a lot of times, you know, the content just create, keeps creating itself sometimes. And that’s, that’s what we’re talking about here. That’s what we’re trying to get you guys just thinking outside the box and just different things that you can do and stuff like that.

I, you know, again, one of the things that I love about Instagram and some of the places that I follow, like the, you know, this little bit of barbecue, that place that’s here. Um, they’re always doing stuff like that. They’re tagging people that have, you know, the, the, uh, gotten their food and taking pictures of it.

And I got to tell you a lot of times, like, those are the pictures that make me want to go down and, and, uh, and try it. So just the thought food for thought food,

Dave Rohrer: [00:12:58] and you could use B [00:13:00] roll, like. If you have an executive, especially now with everyone not being able to come together, you could easily create videos and audio files or, or have, do a zoom, record it with some of your executives or your internal people, you know, whatever your chef or whatever type of company you have and ask them questions and do a Q and a with them.

And then. You could take that question and create, you know, the headline or app or something in a quick video and drop it on there and say, want the answer, go check out the new YouTube video and then have the video where you do the question and answer, and it’s just B roll or a placeholder, a picture of the person talking.

And that becomes an easy way to one, break it up, but also to promote it. Yeah, like you’re using that audio clip to help promote, you know, just the question and you could do it for each of the questions and then over a series of weeks release one a week and say, Hey, [00:14:00] we’re going to be doing Q and a with this one person from our team.

And really all it took was one hour of their time. You did the Q and a, you recorded it all. And then over the next three, four, five, six, eight weeks, you keep releasing one a week. And then you get, you know, an audio file out of it. You get a video out of it, you can reuse it for all of the socials. You can drop it on Twitter, you can then do all sorts of stuff, you know, by now, hopefully you’ve also checked out our transcription service, um, episode where we dug into transcription services.

That is another way to, you know, if you have an audio file. If you don’t want to have to transcribe, you know, or you want to create an article that wraps up all of those Q and a with the different people from either internally or externally, again, you can use a transcription service and then have some writer on your team, go back and, you know, [00:15:00] make sure it’s cleaned up a little bit.

And now you have an article that then can link out to the actual video or audio file. So you’re reusing that audio content to create an article that helps one rank to promote that you can drop into so that if people want to consume it and read it can done. You want to listen to it done. I want a video or I’m always on YouTube or I’m always on this different platform.

I wouldn’t see it. Otherwise I don’t get your newsletter. I don’t follow you on Twitter, but maybe I follow your Instagram or vice versa. It’s. Different ways to take that one piece of content, rip it apart, reuse it, but I’ll reuse it to promote yourself.

Matt Siltala: [00:15:46] Perfectly said.

Dave Rohrer: [00:15:47] I mean, we use it for our podcast.

This is not just a pod, a pod podcast. This is not just because you know, you have to have a YouTube video channel. You can use Wistia, you can use just for Instagram or Facebook. [00:16:00] You can use it for anything. Um, to me, it doesn’t matter. You know, we always talk about YouTube and podcasts. Cause that’s what we have, but you literally can use it for any of the social platforms.

You can host it on your website for yourself, you know, do an internal webinar, record it and then share it. And each section could be a different section of a guide you’re doing really? Yeah. Like if you have, if you’re working on a guide and I’m thinking about a project for a client, it’s like, Ooh, we should do that.

Um, cause we’re working on a guide right now, you know, have someone basically give a presentation that breaks it down and then, Oh, look, I want to watch a presentation. Great. Done. Here. It is. I want to read it. I really don’t want to listen to someone ramble. Okay. Done. Read it. I want to watch a video with slides.

I really want to be, you know, interactive and like learning and sit there and really pay attention. Okay. There, there it is done [00:17:00] whatever you want. There it is beautiful. And it’s that one piece of content that you’ve just reused. You know, you wrote the one article now you’ve made a presentation about it that, you know, someone can give at conferences or on other webinars, you’ve made a webinar out of it.

You can slice it up and use it over the next couple of days, weeks, months, even a year in your audio, chat in your social channels and just share it every so often. Like, Hey, here’s our Tuesday tip and just reuse those tips for the like the next year.

Matt Siltala: [00:17:31] Did, if you think about how many different times we’ve reused or repurposed or something with the idea of our cats explaining social media graphic.

The social media, like we’ve been practicing what we’re preaching for a long time now. Like, like you guys, I’m not even making this up. We’re literally talking millions of views, hundreds of thousands of links and then thousands and thousands of dollars in [00:18:00] business from this. Like we actually act actually we, um, there’s.

I’m trying, I’m trying to think of the top of my head, the dollar number. We actually did put a dollar amount to this. I can’t remember off the top of my head, but what that one graphic and repurposing difference. But, um, it changed it into S probably like 20 or 30 different other types of graphics. Um, other audio or audio stuff, uh, eBooks were created out of it.

Videos were created out of itself. Sheets were created out of it. White papers were created out, created out of it. All for one idea. And so again, we’re not saying that you have to do all of them guys. We’re just trying to help you to understand and open up and expand the box.

Dave Rohrer: [00:18:44] Well, think about that. The, how much is this infographic going to cost me?

The question should be how many places and how, how widely can I use it? And for how long

Matt Siltala: [00:18:56] me thinking I didn’t charge you enough for it after you figure [00:19:00] that out.

Dave Rohrer: [00:19:01] Well, yeah, slight we can slice and dice it. And you know, I think about an infographic that you create and then you rip apart into multiple guides that all lead back to the main one.

Matt Siltala: [00:19:14] Yeah,

Dave Rohrer: [00:19:14] exactly. I don’t want to say you’re going to make an image map, so please don’t make an old school image map where each little section links to it. Dear God, I hated those. Um, that’s like, Oh, nightmares, but. Yeah, that’s basically what you’re doing. It’s like, yeah, a puzzle and you could almost, you know, animate it or something and say, okay, here, here’s everything coming together.

And this is what it looks like. Now dig down deep. If you want into each of these sections in each of these tasks or each of these would, you know, whatever it is. Parts that make up this thing and see how it’s made. See the specs behind it, see everything behind it, or, you know, or it could be a video of the final presentation of some sort of, you know, multiple course meal for like a farm to table thing.

It’s like now [00:20:00] here’s where all that comes from. Here’s the local. You know, dairy farm, here’s the local farm where we get the corn, blah, blah, blah, blah, blah. And that’s that one picture broken apart. And it tells that bigger story in really big detail, but then you’re using the one story, one piece of content and breaking it apart into 50 different things.

Matt Siltala: [00:20:21] There you go, guys.

Dave Rohrer: [00:20:22] That’s that’s my final.

Matt Siltala: [00:20:23] That is it. We have given you all the goods, all the goods that we can give you today on this one. So. Um, thank you, Dave. I just, uh, would remind everyone we are everywhere. iTunes, Spotify, Google play, obviously YouTube. I think it’s fitting to kind of go through the list and especially with this, uh, episode that we just recorded, but, uh, pocket cast, overcast player.

Um, anyway, just do a search for us. You can find this, anyone that you use. We would love a five star review. We’d love for you to take the time to do that, and we’ll continue to bring you this content. So thank you [00:21:00] guys for joining us as always for Dave roar with Northside metrics. I met soulful with avalanche media and we’ll catch you on the next one, guys.

Dave Rohrer: [00:21:07] Ciao.

E174 – Tools & Tips for Reusing Video and Audio Content Hosts:

The Business of Digital © 2021