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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.
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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.
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​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.
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​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! 
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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.
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​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:​
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• People also ask
• People also search for
• Searches related to​​

Ask yourself these questions when reviewing the results:
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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:
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• 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:
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• 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.

Despite COVID-19 temporarily putting the kibosh on live, in-person performances, there are, no doubt, arts marketers like you still working behind the scenes. And you're probably challenged by a tighter budget due to loss of revenue and less staff as a result of furloughs and layoffs.

Chances are your marketing department is down to one to two people--or maybe it's just you holding the fort. But even with little to no programming, you still need to promote your organization’s brand and get messaging out to your patrons and the community. 

The good news is that there are loads of free tools out there that can help maximize your creative output and workflow. 

I’ve selected seven freebies that I use (and love!) and urge you to check them out. They're super easy to learn and can make the lives of arts marketers like you who are working on a shoestring a whole lot easier.

It should go without saying that whatever writing you put out there—especially when it’s part of your organization’s brand—should be engaging and error-free. But if you’re the only set of eyes available at the moment to check your work, then Grammarly is going to be your new best friend.
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As you write, the Grammarly browser extension will usually automatically integrate and identify spelling and grammar errors and weak areas in your writing. Alternatively, you can manually open the Grammarly extension and copy and paste all of your text directly into a new document there to check your work. You'll see a more robust set of recommendations and a readability score.

Note: Grammarly may point out problem areas that will require the premium version to unlock, but you’ll likely be able to figure out what Grammarly's recommended changes are by making a few intuitive adjustments.

​Once you use Grammarly, you’ll wonder how you ever sent any writing out into the world without it!

Do you need to write a summary for your boss concerning a Zoom meeting she couldn’t attend? Are you conducting an interview on Google Hangouts that you need to incorporate into an article or blog post? If so, then Otter will bring you much joy!

Otter is an app that allows you to transcribe meetings, and it works seamlessly in conjunction with a variety of online video systems. The free version gives you up to 600 minutes a month of free transcription recording and 40 free minutes per session. (If you find that you need more flexibility, the PRO plan is less than $10 (US) a month and gives you 6,000 transcription minutes per month and 4 hours per session.)

With the browser extension, you can integrate Otter.ai with Zoom and Otter will transcribe the meeting in real-time automatically. Alternatively, you can transcribe your Zoom meeting afterward by opening Otter in your Chrome or Firefox browser and playing the video on speaker mode.

And if you don’t use Zoom, not to worry. Otter integrates across a variety of programs.

I know, it doesn't have anywhere near the sophisticated bells and whistles of Adobe Premiere Pro, but hey, it’s free, it’s easy and iMovie can probably get your job done—and quite well. 

If you’re an arts marketer with few resources, but you have a smartphone, a laptop, and great content to share--you can edit your work quickly in iMovie with professional-looking results.

The computer version has more robust features, so I recommend that you upload all your video content to your Mac or PC and edit it there. That said, if you’ve never edited before or you need to edit something on the fly, the phone and tablet version of iMovie has got you covered. It has fewer features, but all the features in the world are not as important as the quality of your content. So if you have some phone video you need to clean up, add a title to, and throw some music under, do it in iMovie on your phone, and you'll be able to publish and promote your great content ASAP!

PRO Tip: Not quite finding the right music in iMovie’s free soundtrack library? Go to YouTube’s free Audio Library to find something you like more, download it, and then open it in iTunes. The track will now be in your iTunes library, and you should be able to import it into your iMovie project on your phone. If you’re editing on your computer, drag the downloaded music file from your downloads folder directly into your iMovie project.

Another PRO Tip: Posting this video on your arts organization’s YouTube channel? Don’t forget to use Canva to make an eye-catching thumbnail that will entice your intended audience to click and watch!
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There are many more free tools out there that could bolster your marketing strategies, but these tools are a great start to help  you plan, create, and post valuable content.

If you have time, check out the link below to a Google Sheet I put together that includes the resources I discussed here, along with a few more freebie tools.

[NOTE: This sheet is "View Only." Once you access the sheet, go to the "File" menu and select "Make a copy" from the drop-down, and you'll have your very own copy on your Google Drive!]

In this latest episode of "TAKING FIVE WITH..." I get to chat with a charming and talented Broadway actor about:

• Their Broadway journey
• How their dreams came true
• Where they were when COVID hit
• Will the Broadway tour they were on be back in 2021?
• What they’ve been doing to stay positive and active during the pandemic
• What it's like to be at the Tony Awards when your Broadway show is nominated for Best Musical

• And...what's next for them?

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

And if you enjoyed this conversation, be sure to check out this other fun episode of
​ "TAKING FIVE WITH..."

Looking for someone to help script and produce
your next short vide0 project? ​

Excited to announce my latest bike tour video highlighting some of downtown NYC's coolest landmarks, public art, and monuments! 

This is the third video in a three-part series that I produced for Village Preservation.

In this final episode of the series, discover the history and delights of Astor Place, St. Marks Church in-the-Bowery, Charlie "Bird" Parker's Residence, and Tompkins Square Park.

The video also includes interviews with local experts: Village Alliance Executive Director, William Kelley; Reverend Anne Sawyer, the fourteenth rector of St. Mark's Church in-the-Bowery; and professional saxophonist and "Bird" expert, Jason Marshall.

If you like this video, please check out here and here for the first two videos in this series.