In one of my previous posts, I talked about how important video has become in content marketing.

This is super news for me because I'm a content writer who happens to LOVE to produce videos! I enjoy the process of coming up with original content that's not only fun for me to shoot and edit, but will also deliver value to the viewer.

I've already produced various short video series featuring:

• Bike rides in lower Manhattan
• Quirky short interviews with cool performing arts people

In my newest short video series, ROCKIN' IN NYC, I take you on various excursions throughout New York City that are affordable, and that I also think you'd enjoy yourself.

I try to pick activities that are not necessarily going to be on your radar that show how to experience New York City in ways that reveal the city's spontaneity and soul. 

Even though I'm a longtime New Yorker, you'll get to see me run into my share of obstacles. (Weekend MTA schedules anyone?) As a result, we all get to learn an important tip or two about navigating the city, as well as always being open to move to a Plan B, which can often be as good -- or even better -- than Plan A.

My latest episode is below. I hope you enjoy it.

​Please consider liking the video and also subscribing to my YouTube channel, RockinWorks Creative.

I'm looking to reach 150 subscribers by 12/31/21.

🙏 Will you help me get there? (Thanks in advance for liking and/or subscribing!)

Looking for the latest analysis of foreclosure data in the United States?

I'm your girl!

Okay, so while foreclosure data probably doesn't give you tingles all over -- you should be excited about the data you have at your disposal that you can implement as part of your content marketing strategy.

Forbes reported in 2020 that data and analytics have never been more important. This is because data will "drive the decisions we make."

Not only does data drive your decisions, but it also drives the decisions of customers, investors and donors.

And, according to a recent TechCrunch article, "one of the best ways you can create press-earning, data-focused content is by using existing data sets to tell a story."

​Entrepreneur further supports the importance of data, arguing it should be a key part of your strategy if you want to boost your brand authority and get the highest ROI out of your content marketing efforts, "the more data and statistics you have to support your content, the more trustworthy it becomes." 

So while foreclosure data may not be your thing -- the kind of data you can promote specific to your business should be your thing to maximize the power of your content marketing.

But, if foreclosures, do happen to be your thing, then please, by all means, check out the monthly foreclosure report I wrote for my newest content marketing client, SoFi:

After such a challenging year, I am so grateful when my work receives a production.

Especially a LIVE production!

Thrilled to announce that Mad Libs Live! is currently enjoying a run at the Creekside Theatre Fest. This already brings me SO much joy -- but I am not only grateful for that.

The production also received a rave review and kids are reportedly LOVING the show! Knowing that kids are getting to see Mad Libs Live! in person and are having a great time means the world to me, as that has been my intention from the moment I began the journey of bringing Mad Libs Live! to life.

Special thanks to Concord Theatricals for getting Mad Libs Live! out into the world to new audiences.

Here's to more __________ Mad Libs Live! productions!
                             (Adjective)

For all you people who said New York City was dead -- you were dead wrong.

As spring is now in full swing, so is the city. Every day there seems to be a new thing to do and a new place to go.

Among those new places to go is the amazing new public park literally in the Hudson River, Little Island. Barry Diller funded this only-in-NYC floating green space gem in partnership with the Hudson River Park Trust. And the 2.4 acre project, which has been in the works for a number of years, could not be more inspiring.

Little Island would have always been welcome, but, after such an especially trying year, it could not have opened at a better time.

I urge you to visit Little Island before things fully open up and it gets flooded with tourists.

​If you do plan on visiting Little Island soon, I encourage you to check out my "mini-tour" to give you a sense of all the great experiences that await you -- and for some important things to keep in mind before you go.

You are not just a content creator -- you are a content re-creator.

Chances are you've put a lot of thought into that blog post, case study, or report. It's a solid piece of content, right? 

So, why should that outstanding blog post, case study, or report be the end of the road?  Why not leverage and maximize the heck out of it to bolster your brand and reach more people? 

How do you do that? By repurposing the content.

Repurposing content is exactly what it sounds like -- it's taking content assets you've already created and adjusting them to fit a different channel or medium, or finding new ways to expand the content further using the same topics or subtopics.

Why is repurposing your content important?

• Repurposing your content keeps the momentum of a topic, ensuing subtopics, or related topics going by reaching a wider audience.
• Repurposing your content increases the chances of your audience interacting with your content, leading to fresh ideation on your topic and related themes.
• Repurposing your content strengthens your brand's authority by expanding your presence and expertise across multiple channels and mediums.

In other words, repurposing your content is the gift that keeps on giving -- and giving, and giving!

With so much technology available today and constantly evolving, it's foolish not to utilize some of the many methods to get your content out there and milk your hard work for all its worth.
​
If you repurpose and distribute your content strategically and holistically, chances are this will help boost the SEO for your content and ultimately boost awareness of your personal or business brand.

While there are endless ways to repurpose your content, this one is the most important method that I think you should be, er, focussing on.
​

​YouTube is the second most used search engine in the world, so it makes sense that video is one of the most popular tools for marketers.

According to Wyzowl, roughly 86% of businesses use video as a method to support their brands. And a Smart Insights article stated that 92% of marketers indicated that video was a key part of their strategies. And, of course, one of the marketing world's greatest oracles, Gary Vaynerchuk, has been a big fan of video for years.

And then the pandemic hit. 

And everything changed -- fast.

Video became the main tool most used to connect for the better part of 2020.

I was a already fan of video before the pandemic; I had begun purchasing gear and producing work. So, I was ready to create my own original video content during the pandemic, as well as repurpose high-quality written content created by others that deserved more attention.
​

​When I read Indie Theater Fund's Emergency Grant Report based on the funding the organization provided New York City theatre artists at the onset of the pandemic, I recognized immediately that this was a valuable piece of content. 

It deserved way more than just living in an obscure Google Doc.

The data and testimonials were crying out to be repurposed into a video.

Why video?

• The video could be a PSA to secure more donations.
• The video could get discovered on YouTube, raising awareness for the Indie Theater Fund.
• The video could be easily shared across social channels (which is essentially repurposing the video! Remember when I said repurposing content is the gift that keeps on giving?)
• Other websites could link to the video, which would increase traffic for the video and Indie Theater Fund
• The video would be an example for Indie Theater Fund for how they could repurpose other content assets moving forward.

Here are the three simple steps I took to make the PSA repurposing plan happen:

1. I got Indie Theater Fund's executive director on board with the idea of turning portions of the report into a PSA.
2. I scripted copy directly from the report and filmed a rough cut of myself as a placeholder for the executive director to film herself.
3. I then swapped in the executive director's footage for the final edited video.

Indie Theater Fund used the first anniversary of the theater shutdown in New York to publish the video on YouTube. The organization also promoted the video on social. Creating social posts promoting the video was also a form of repurposing. And the social posts sparked comments that could also be used for future content. And on it goes!

Based on the positive comments I saw, I know the PSA will add value to Indie Theater Fund.

Take a look at the PSA when you have two minutes. Compare the report to the video. 

I'd love to know what you think! 
​
--
​
Do you have high-quality content that you're ready to repurpose into a video to build awareness for your brand? I bet you do! Let's strategize!

In this latest episode of "TAKING FIVE WITH..." I chat with a comedic and multi-talented actor, singer, improviser and creator who you will undoubtedly recognize – even if you don’t know their name.

But now you will!

In this episode, we cover...

• How they got their start as a performer
• Which acclaimed TV show gave them their big break
• Memorable Broadway experiences
• How they stayed creative and connected during the pandemic
• Their latest TV show where they get to wear a lab coat -- again
• The personal project they love and can’t wait to get back to performing

 
Find out the answers to these questions and more -- in just five minutes!

Looking for someone to help script and produce
your next short video project? ​

Above is just a small sampling of the Broadway shows I've seen over the years.

While working on a project recently, I went through several boxes where I store my Playbills. I only needed to find one specific Playbill, but it was hard not to pause and acknowledge the wave of feelings that washed over me each time I came upon a program that sparked a memory.

I've been fortunate to work in the theatre industry in one way or another for more years than I care to admit. And long before I began working in the industry, I was an avid Broadway attendee.

There are so many Broadway songs that evoke strong feelings for me, each feeling unique and dependent on the narrative of the show, and where I was in my life at that moment while I was in the theater.

We all have different favorite shows and songs and we respond to them in our own way -- but I think we all understand in the same way that sense of a fundamental, very personal experience that Broadway evokes.

So today, in honor of how much Broadway has meant to me and how much I've missed it over the past year, I will be listening to a song list I put together of some of my favorites tunes.

I think you'll find some of your favorites in there, too?

The playlist is called "Robin's Broadway Faves" and the running time is about what a standard Broadway show running time would be. I look forward to putting on my Bose headphones and letting this one-of-kind medley seep into my soul.

This combo of songs weaves its own new narrative. Shuffle them, and you'll create another new narrative.

That's what I hope for Broadway when it returns. New narratives, new beginnings.

I hope you enjoy my playlist.

What are some of your Broadway favorites and why? What songs should I add in?

Looking for a content creator who loves to collaborate?

We’ve all been hearing since March 2020 that we need to be cautious.
 
Extra cautious.

We need to wear masks around people from outside our household, we need to stay six feet apart, we need to wash our hands for the duration of “Happy Birthday," and, heck, we all just need to stay home where it’s safe!

Don't take unnecessary risks!
 
I’ve been following these directions (for the most part) and, thankfully, I’ve remained healthy.
 
But my subconscious has begun to rebel. The other day, I found myself far less cautious in one of my dreams.

I was at a local mom and pop specialty shop that sold high-quality Italian meats and cheeses. I saw other people in the store not wearing masks. Why aren't they wearing masks, I thought? Wait, I'm not wearing a mask either. Why am I not wearing a mask? Did COVID "end?" Am I dreaming? Is that gorgeous-looking sample of sliced steak that the deli owner is proffering -- fully exposed to human respiratory droplets -- safe to eat?

I ate it. It was delicious. And I woke up to tell about it.

After my room came into focus and I got my bearings, I quickly reviewed the scene before it evaporated. As I delved into the meaning, a realization surfaced:

Has the abundance of caution I've been taking to protect my health seeped into other areas of my life? 

Am I currently not taking risks that I should be taking? 
 
I decided the dream was a wake-up call.

Nothing is certain. That was true before COVID and it will remain true when we emerge from this surreal chapter. We delude ourselves whenever we believe we have control over future outcomes. But, at the same time, we need to take action toward our goals in order to make any progress.

And going for goals, well, that involves a measure of risk-taking. Always has, always will. And, if we don't go for our goals, we don't get to enjoy the small wins along the way.

And that’s what life is ultimately. A path paved with potential risks and potential small, happy wins. That's how I see it anyway.

My dream reminded me that, while I need to be mindful about COVID risks, I need to be conscious about inadvertently allowing "an abundance of caution" to serve as a blanket template for how I live my life.  

An abundance of caution does not provide space for abundance.

You, too. Remember the goals you’ve stayed healthy for. Keep on keeping on in your quest to make them a reality. 

​A thrilling path filled with risks -- and abundance -- is before you.

You probably can't wait to walk into a building to see live shows again.

Me, too!

Yet, it's clear that even when IRL performances do come back - online performances and events will still endure in some form.

But that's a good thing. 

Of course, virtual shows will never replace that unique energy that artists and audiences share in a live setting.

​But being forced to go online this past year has allowed arts organizations to reach new audiences they wouldn't have otherwise from a geographical standpoint and an accessibility standpoint.

If you work at one of those arts organizations, you're probably starting to take a long-term view of virtual programming and how you can find opportunities for online content in the future.

Because, number one, it's imperative to hold on to these diverse and historically underserved digitally mined audience members -- and to cultivate more of them!

And, number two, research shows that people who stream content are 67% more likely to buy a ticket to similar live events. This means your virtual content will likely increase local demand for live performances.

Exciting stuff, huh?

So, given all this, what's your strategy to retain your digital audience and further expand your reach to connect with potential new fans of your organization? 

One suggestion for where to start -- focus on enhancing your SEO. 

​I suspect you already have an idea of SEO what it is, but basically defined:

58 percent of searches are now done on mobile.

​And data shows this is likely going to increase.

This shouldn’t come as a surprise, especially with more people now working remotely and on the go.
​
​So make sure your arts organization’s website is optimized for mobile. Run it through Google's Mobile-Friendly Test for a fast check.

Now that arts organizations are digitally connected to new audiences, it would be a good idea to find out what kind of entertainment these audiences are seeking. 

Perhaps your arts organization is looking to become better aligned with your target audience's needs. Is there room in your mission for your organization to expand artistically, if needed, to serve these new digital audiences? Does your digital audience want more access to online arts education programming or special events?

Understanding searcher intent will help you and your organization make more informed, strategic decisions.

​As a start, simply type queries into Google to see what your target audiences are searching for in relation to online programming. Also, pay attention to similar queries to yours and the pages that come up in the results.

Look at these areas on the first search engine results page:​
​

• People also ask
• People also search for
• Searches related to​​

Ask yourself these questions when reviewing the results:
​

1. Do you see other arts organizations from across the world ranking in these searches?
2. Which of the "5 W's" are people using? What are the "How" questions?
3. How can this data inform your content, programming, and new audience lead gen strategies? 

​Become acquainted with some SEO tools for better analysis

Taking a little time out every day or every week for some basic SEO investigation and analysis will empower you and your organization.

There is an overwhelming number of free and paid tools out there to help you. The free tools I list below are a place to start.

​Used in combination, these tools and extensions can help provide some insights:
​

• Answer the Public
• Google Trends
• Keyword Surfer
• Keywords Everywhere
• Moz
• Ubersuggest

If you find you need better data than the free tools can provide, then a company like SEMRush or Ahrefs may be the way to go if you have the means in your budget.

Chances are you are already using relevant images for your site. There should be at least one featured image related to your posts or articles. And make sure they are optimized:
​​

• Do all of your images contain relevant alt tags?
• Did you name the file using text related to the image and with hyphens in between each word?
• Are you using the most appropriate and optimized image file sizes? If the file is big, it could affect how quickly the page loads.
• Can you reduce the image file size and still retain the quality?

Never in my wildest dreams did I ever expect to see Brian Stokes Mitchell and Robin Rothstein listed together in the same show notes.

​But we are living in wild times!
 
Thrilled to be a guest on the latest episode of Dr. Nancy Berk’s popular podcast, “Entertaining Insights” where I talk a bit about my background as a playwright and theatre professional, and the appeal of the 10-minute play.
 
Stokes is a tough act to follow, but hopefully I hold my own!
 
Check out the episode on iTunes, Spotify, or iHeart Radio when you get the chance!

And be sure to subscribe to “Entertaining Insights” and browse through Nancy’s other episodes. They’re full of engaging interviews with Broadway notables and other stars from throughout the entertainment industry.