The coronavirus pandemic is a worrying time for everyone. As I type this, half of the world’s population is in lock down. Truly, these are unprecedented times.
But, as all the rules of normal life have gone up in the air, we can use this time as an opportunity to get cracking on some of those big ideas we’ve never had the time to focus on before.
While some people may be taking advantage of this time to embark on some DIY, learn a new language, or finally sort out their 1990s CD collection, as a content creator you could start a project that’ll benefit your business.
Now is the time to take on a large-scale content repurposing project that will maximize your existing content and increase your audience reach.
Here's a short video about this week's episode:
In 6 Ways to Repurpose Your In-Person Offerings To Online, I shared ways that in-person/offline business owners can continue to serve their clients and generate revenue by moving online. I looked at webinars, online courses, membership sites, Facebook subscription groups, online coaching and monetizing content via Patreon.
Here, I want to shift from business services to content, and in particular content repurposing projects. You know… the things you may have heard me talk about in the past and thought nope, I have absolutely no time for that!
Well, you may now have the time and there aren’t many better ways you can spend it.
1. Repurpose your content into a book
Writing a book may seem daunting. It requires a lot of work, editing, rewriting and proofing… and that’s just the writing! Then you have to take care of design aspects e.g. the front cover, format your manuscript for publication, and navigate your way through the entire self-publication process (I’m going to assume from this point onwards that we’re talking about self-publishing).
I am talking about this from first-hand experience, because I published my book Content 10x: More Content, Less Time, Maximum Results, last year. It was at least an 18-month project for me (working on the book around running my business, and life!).
The good news is that, if you are already a content creator, you can draw on your existing content – whether that’s from your podcast scripts or transcripts, blog or videos – and repurpose that into a book.
If you’ve been posting content consistently for a year or so, depending on the frequency of your posting and the book you want to write, then you have more than enough to write a book.
And that’s exactly what I did!
My book Content 10x: More Content, Less Time, Maximum Results, was written and compiled using a lot of my content. I took the ideas and the core message from my existing content and expanded on it in order to create chapters for my book. I also had to do a lot of additional writing, research and new content creation as well, but I had a good basis to start from. I always say, editing is better than starting from scratch.
Check out Content 10x The Book – An Update & How to Repurpose Content into a Book (episode 93) where I share more about my method.
I’m not the only one who has done this.
In Episode 71, I chatted with Emily Prokop about how she turned her podcast of two years into a book. All her shows were scripted which meant that she already had some written content. What she needed to do however, was edit them so they weren’t so conversational and organize into chapters.
Emily already had a ready-made audience to buy the book and a platform to market her book to new customers as well in her podcast.
Emily’s top tip:
Mike’s top tip:
“Don’t start by cramming all your content together and bashing it into some sort of shape – instead – ask yourself what is your solution to a problem. Once you have that – how does your content answer that problem”
From my own experience, having a book can open doors. It can enhance your credibility and authority on your subject.
Once you have your outline you can see where you have content to draw on, and where you have gaps. Fill the gaps in with new blog posts or podcast episodes, then repurpose them into the book.
When you have a draft ready, it's relatively straight forward to publish with Amazon’s Kindle Direct Publishing platform – where you can publish eBooks and paperback. It’s not all about Amazon (though, it mainly is). Google Play’s Partner Centre also has an eBook self-publishing option targeting Android users. You can also submit directly to Kobo and Nook Press (the Barnes & Noble e-reader). If you want to get out to worldwide eBook stories, then you can use an aggregated platform like Draft 2 Digital, Ingram Spark, Smashwords, or Publish Drive.
The platform you publish on will determine what file format you choose. Each platform will require a certain file format. PDF, EPUB, .MOBI. Make sure you review each platform’s requirements.
You can use online tools to format your paperback and eBooks, or you can get someone else to do this for you.
2. Repurpose your book into an audiobook
Okay, so this is only applicable to those of us who have a book to begin with. Either you’ve published your book already, or you followed Step 1 above already and now you’re hungry for more to do!
If you’ve gone to the effort of writing a book, then providing an audiobook version is a great next step.
I’m not going to lie, it’s not a quick and easy process (at least it wasn’t for me with a book that has around 100,000 words so I guess that depends on how long your book is!)
Either way, it is certainly less time-consuming than writing one!
Decide whether you want to narrate or pay someone to narrate for you (if you choose this option, you can come up with a payment plan that works for you both which could include splitting the royalties). Given this post is about taking on projects when you have extra time, I’d like to suggest that you give this a go yourself. It takes a good microphone and a quiet space, lots of water to stay hydrated, and patience.
When you have recorded your chapters, I recommend working with an audio-engineer to get them in to the required quality standard for an audiobook.
ACX is the main platform to use for audiobooks. It’s a marketplace where authors, agents and publishers can connect with narrators, engineers and studios to publish audiobooks, and it’s also where you submit and publish to Amazon, Audible and Apple. ACX offers exclusive and non-exclusive distribution rights with differing royalty fees – so just check which will work for you.
If you don’t go with ACX, then Findaway Voices will also help you create and produce your audiobook and distribute it to their global network.
Do check the royalty details for each platform before making your decision. Also, choose a platform where you think your audience will get their audiobooks. There’s no point going with a distributor that focuses on European distributors if all your audience is American.
Perfect for: authors and people who have read this blog post!
Further reading: How To Self-Publish An Audiobook and The Content 10x Audiobook is Here: How to Repurpose an Audiobook into a Podcast Episode
3. Repurpose existing content into audio and launch a podcast
Okay, so it’s not the first time you’re heard me recommend launching a podcast! But, if you’ve been thinking about launching a podcast for a while, then now could be the perfect time.
If this has been on your mind for a while… if not now, when?
From an audience perspective, many people are searching for non-screen time content, and we all want something to educate, inform or entertain us during this time of social distancing.
According to The Infinite Dial 2020 by Edison Research 37% (est. 104 million) Americans are listening to podcasts each month. Podcast consumption is on the rise – growing by 16% year on year.
Launching a podcast is not necessarily easy, I’d feel rather glib in saying that it is, but it’s easier than you may think – after you’ve done a bit of research to get set up.
You need to make sure you have audio recording equipment and audio editing software (or an editor). You also need to find a podcast host to publish your podcast episodes to (I use and recommend Captivate), create a trailer and your introductory episodes, artwork, and have a process in place for regular production.
In Repurposing Your Video By Launching a (Brand New) Podcast I shared an overview of how you can launch your own podcast. But, if you want to be taken by the hand and shown exactly how then consider getting The Content 10x Toolkit.
The Toolkit will not only help you to launch your show, but also explain how to write engaging and searchable show notes, how to create teasers, trailers, and audiograms for marketing your podcast episodes.
How can you repurpose content for your podcast:
- Repurpose blog posts: I don’t recommend that you read each blog post word for word, that could sound too scripted and dry. Consider bullet pointing out the key points from your blog posts, and use that as the basis for each podcast episode
- Repurpose videos: Do you have videos that could stand alone as audio content? If you do, then it’s possible to extract the audio from your videos, and then produce the audio into a podcast episode. I cover this in detail in my book Content 10x: More Content, Less Time, Maximum Results as well as in the Toolkit (including a step-by-step guide)
Once you have your podcast up and running the Toolkit also has guides for repurposing each episode into even more quality content to increase your reach.
Perfect for: bloggers or vloggers looking to branch out into podcasts
Further reading: Content 10x articles and podcast episodes on podcast repurposing and my book Content 10x: More Content, Less Time, Maximum Results
4. Start a weekly live show
Going live can be as simple as picking your platform, holding your phone up, and pressing ‘record.’
It allows you to have contact with your audience and react and answer questions. It's a great way to prove your authority and credibility as there’s nowhere to hide. It also allows you to show your personality and let your audience get to know you and build relationships.
Check out Creating Live Experiences with Your Content for a bit more inspiration if you aren’t 100% on this!
I know it may sound very daunting and it might not be for everyone. If you want tips on how to be confident at going live, then I really recommend checking out Ian Anderson Gray – we are proud sponsors of his Confident Live Marketing Podcast where he teaches people how to go live with confidence. Check out my podcast episode and blog post How to Repurpose Facebook Live Videos with Ian Anderson Gray. Ian also made a return on the show to talk about LinkedIn Live in Episode 92.
Where does repurposing come in? Well, I recommend incorporating live video into your weekly content regime. If you have a weekly blog post or weekly podcast episode, why not consider having a set day and time each week where you take that topic for discussion during a livestream?
You’ve already done the hard work in forming your thoughts, researching, and coming up with that episode topic, so then preparing to take it to a live discussion is not too much extra work.
Your audience will love you for this because they get the chance to ask you questions, share their thoughts as well, and come together as a community. My good friend Mark Asquith does this for his weekly show The Podcast Accelerator where he goes live at the end of each week on Facebook to provide coaching on the topics of the week.
Good news! You can repurpose your live videos into lots of new content too. From blog posts, social media videos, a podcast episode, and more. It’s the gift that keeps on giving.
If you want a step-by-step guide on how to go live and how to edit live footage, then head over to The Content 10x Toolkit.
Perfect for: People looking to engage their audience and interact
Further reading: Chapter 7 of Content 10x: More Content, Less Time, Maximum Results
Let's turn uncertainty into opportunity
While there is so much uncertainty at the moment, having a big project to focus on and get stuck into can be good for us in so many ways.
Each of these repurposing ideas will give you a challenge and a chance to learn new skills, while also helping you make the most of your content.
I’d love to hear from you if you decide to have a crack at any of these.
If you need any more guidance on anything mentioned in this blog post, be sure to get a copy of my book and get hold of The Content 10x Toolkit – your one-stop shop for everything you need to repurpose your content into podcasts, books, videos, lives, and more…