SEJ Summit 2015: Think Outside The Box: 6 Ways To Increase The Life of Your Content

Sebastian Wenzel, Webanalyticsbook

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• 7 years of marketing and PR experience

• 11 years of journalism and editing experience

• Responsible for SEJ’s entire content strategy to

drive traffic & increase community engagement

@wonderwall7


What Happens to “Dead” Content?

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Why You Should Think Outside The Text Box


Social Media Images• 87% of the most shared

content posts on Facebook

are images*

• Key Takeaways

• Statistics

• Quotes from cited experts

or post author

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SlideShare <-> Written Content

• SlideShare has 159 million

monthly pageviews

• Dilute Your Content: Summaries

of main points

URL to white paper in description

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Repurposing The Same ContentSurveyMonkey uses their own product, the survey platform, to create & upload presentations, PDFs, and infographics

@wonderwall7


Audio Transcription• Mixing learning mediums

up can increase attention

span, according to NPR*

• Transcribe your content for

more accessibility

• Also consider transcribing

video interviews and

podcasts to text

@wonderwall7*http://goo.gl/OBbuCe


Podcasts, aka On-Demand Audio

• We are the “Netflix generation”• Podcasts make up almost 26% of ALL

AUDIO listened to on audio devices (car, phone, etc.)

@wonderwall7


Podcasts• Invite experts on your podcast to add insight to blog topics• Recap white papers, studies, blog posts, etc.

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Over 78% of all U.S. internet users watch video. That’s

almost 196 million viewers.

*Source: http://www.statista.com/topics/1137/online-video/

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VIDEOPublish FROM Video

• Interviews that are turned into

blog posts

• On-Demand Audio Versions

• Gifs of interesting insight

• Breaking Industry News

NewEggTV has almost 398,000 subscribers and different

bloggers as hosts

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VIDEO

Walmart has almost 68,000 YouTube Subscribers

Publish TO Video

• Discussions of long-

form posts

• Explaining key topics

• Turn long-form into a

presentation

@wonderwall7


@wonderwall7

Content syndication can bring up to 180% more email subscribers, as well as increased traffic and

social media engagement.

http://searchenginewatch.com/sew/how-to/2345534/should-you-syndicate-your-blog-to-get-more-traffic-leads


@wonderwall7

CONTENT SYNDICATION

Take your content and

repurpose on a bigger

platform, like Tumblr

and partner sites, with

proper redirects in

place


@wonderwall7

Let’s Use a Real Example: Nike

Social media images and

SlideShare with running

tips


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Let’s Use a Real Example: Nike

• Do audio and video interviews

with the runners

• Give exclusive video content to

bloggers for them to republish


@wonderwall7

Think Outside The Text Box:3 Takeaways

1. Covert written content into different formats (or vice versa) to

extend the life of your content

2. Publishing content in different formats can increase user

attention span and interest

3. Consider on-demand audio and partnering with other

publishers to make your content go further


@wonderwall7

@wonderwall7

Linkedin/in/kelseychildress

+KelseyJones

Marketing

SEJ Summit 2015: Think Outside The Box: 6 Ways To Increase The Life of Your Content