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23 Apr

Traffic: How to re-purpose online content and still provide value?

Keith Lock Feb 26, 2013
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Many marketers either in the past or still today jumped on the “article spinning” bandwagon, and as a result filled the Internet with junk content, and in some cases lost rankings in Google, perhaps even after achieving temporary gains. But the core desire still remains, how can you re-purpose, or stretch content so that you can leverage your time more effectively and extend your reach by working less, and still offer value to the Internet as a whole?

multimedia

Converting written content to multimedia content

sharingRather than stretch textual content making hundreds or thousands of “unique” versions of the same thing trying to game the system, why not create multiple pieces of content that provide value to your potential customers that you are attempting to create a relationship with to make sales?

One approach is to write a detailed blog post related to your niche on a topic that you are passionate about and know a great deal about, allowing you to write the post from the top of your head with no reference material. That makes the rest of the process much simpler. After the blog post is written, follow the rest of the content re-purposing steps below.

1) PDF conversion – You can take the blog post and accompanying images, paste it all into OpenOffice.org Write, hyperlinks and all, and export to PDF, all for free. Then, you can share the PDF document on PDF sharing sites like Scribd.com. Creating a lengthy unique description is wise and lets the content stand on its own. This would be the case for all standalone multimedia content moving forward.

2) Video creation – Creating a slideshow for free with OpenOffice.org Impress and doing a free 5-minute or less screencast with Screenr.com, based on the content of your blog post would provide you with two new pieces of content, a slideshow sharable to SlideShare.net, and a video sharable to YouTube.

 

Another video choice would be a demonstration screencast video, and yet another would involve flipping on the web camera and reading the post in a conversational tone, or talking about the meat of the content from the top of your head. Doing this, you could potentially generate 1 to 3 videos and a slideshow based on the original content.

3) Audio extraction – Using free software called Audacity you could extract the audio from the video and publish it to SoundCloud.com.

Tying it altogether

With this simple approach you can not only stretch existing unique content that originally was used as a blog post, but multiple multimedia versions can be created that still offer value. Essentially 3-6+ new pieces of content can be stemmed from the original post using this method.

As a bonus of creating additional content without having to come up with a new topic, is that you are also sharing in social circles, and creating backlinks, and possibly generating content that can be later embedded into the original post. Embedding the multimedia content gives readers new ways to absorb your message, and also creates more value in terms of search engine exposure.

Using OpenGraph tags in the background for video, Twitter, text, thumbnail images, etc. simplifies and controls the media sharing appearance and experience. Marking up the video with schema.org tags and perhaps adding it to a Video sitemap will further move your content through the Web.

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