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?
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.
It's the top brand-building strategy in content marketing
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.
A quick case study of sorts, and a content repurposing example
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.
Here are the three simple steps I took to make the PSA repurposing plan happen:
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!
Are you looking to find ways to repurpose your content?
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...
Find out the answers to these questions and more -- in just five minutes!
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11/21/2020 0 Comments
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.
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As I say over on my home page, I'm here to tell your organization's most compelling stories.
Compelling, positive stories.
I mine positivity. Because there are already plenty of people out there putting out the negative stuff. And I've got nothing to add on that front. Nor do I want to add anything on that front.
Speaking of mining positivity, here's something that got me excited that I really wanted to share. The HBO show Betty was recently shooting some scenes in SoHo for one of their second season episodes. We used to have TV and film shoots in NYC all the time. And this shoot was a sure sign that we're gonna have a whole bunch of shoots again very soon!
I decided to get a little meta and did a short shoot of the shoot. Check it out here.
Or, you can see it by clicking this photo:
NYC. Yeah. We've got this.
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New York City and its people have a long history of heroism and resilience.
In this video I produced for the highly respected non-profit Village Preservation, I take you on a special bike tour that highlights downtown public art and landmarks that honor our past and resonate with our times today.
If you enjoy the video, please give it a “LIKE!"👍🚴🏼♀️
Well, the world has certainly changed since my initial 2020 post. (Yikes!)
Yet, despite this, I still continue to forge ahead with my number one 2020 goal -- Producing More Video!
These strange circumstances we now all find ourselves in have provided me with the unexpected gift of time. Time to focus on those activities that make my heart sing. Time to slow down and take in the small things. And just time to get totally quiet and clear and focus on what's important -- and that for me includes focusing on what's important through the camera lens.
Just before everything shut down around here back in mid-March, I produced a short video for Village Preservation that highlighted one of our terrific small downtown businesses. I was already planning to produce more small business videos for VP when things took a turn. I have tremendous faith, though, that small businesses will come back and, when they do -- I will be ready to help promote them!
In the meantime, the limits on the ability to interact with people IRL has forced me to figure out ways to use this restriction to my advantage. To that end, I conceived a video project that I'm currently in the midst of shooting right now, and that I expect to complete in a few weeks. It's going to be great, and I can't wait to post it here!
These are not only surreal times, but also terribly painful times for many, many people. Yet, I see this as a chance for each of us, in our own way, whatever our circumstances, to regain some sense of clarity, to regroup, to rejuvenate -- and to refocus.
I hope you also see 2020 as an opportunity to refocus your life in some way that brings you joy.
The short video I produced under my Rockinworks shingle featuring Left Bank Books.
I had one of the most joyful summers I can remember in recent memory, and it unofficially wrapped up with a literal "bang" over Labor Day weekend in Long Beach Island (thanks to a glorious fireworks display over the bay).
I hope you enjoy my happy LBI footage and puts you there with me.
More videos to come this fall.
I continue to have an excellent summer filled with friends, family, fun -- and learning.
I enjoyed combining both friends and learning in my latest short video piece. All shot and edited in a few hours at the lake house retreat of one of my best buddies. AND I added my new animated logo in the opening. I created the animation on my own. I didn't need to hire anyone to make it for me, or use an expensive design website. Nope. Taught myself.
What a super empowering feeling THAT was. Yeah.
And I continue to discover that examining life through video is expanding my perception and feeding my curiosity in new and vibrant ways. For this, I'm super grateful. Because life -- at least for me -- is always about staying curious.
So, if you are seeking 4 minutes and 30 seconds of peace from your day, I hope you will check out "Summer Daze: Pocahontas Lake".
Summertime rocks in my world because the slower pace always allows me more bandwidth to broaden my creative skills.
One of my main goals for this summer has been to up my video production skills as I prepare to add video journalism and other forms of video content creation to my creative arsenal.
It's been amazingly easy so far to find affordable opportunities to learn the basic tech and techniques surrounding shooting and editing. I even learned how to fly a drone! Meetup groups and Apple Store classes have gone a long way towards providing creative support and expanding my expertise. It's all been super fun and all the workshops have either been free or crazy cheap, which is always a nice bonus.
After just a couple of Apple Store workshops, I not only got a lot more familiar with the iPhone's video and editing capabilities, but I also started to learn to look at the city in a much more focused way. This led to my first assignment to myself, which turned out to be an homage to New York City's street food scene. I produced this "quick and dirty" style, with just the general idea that I wanted to cover food trucks -- no shot list, no storyboard, no narrative arc, not a lot of time to shoot, and I edited the whole thing on my phone. Shooting and editing this short piece was a blast, and I can't wait to dig in again soon with my next New York City-themed short. Coming soon! Stay tuned!
In the meantime, I hope you enjoy Street Food Fantasia...and sorry if it makes you hungry.
ROBIN'S NEWS & VIEWS!
Recent news and latest updates on my writing and artistic projects. Also check back here for occasional tips and observations on creative writing and theater!
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