Reduce, reuse, recycle – your great content

There is an old saying that the most frightening sight for writers is a blank page.

It’s even worse if you’re not a writer and you’ve committed to pumping out a blog on a regular basis. Staring at a blank computer screen and trying to figure out 300 – 500 words of engaging content that actually resonates with your ideal clients can be the stuff of nightmares.

For years Google has advised site owners to focus on creating great content. So when it comes to marketing and attracting visitors to your website a regular blog is not only advisable – it’s essential.

But a solid content marketing strategy doesn’t have to be stressful. If you already have great content it’s not that hard to repurpose it into blogs, articles or whitepapers.

I generally work with consultants, professional speakers and trainers. In each instance it’s unique knowledge and insight that drives these businesses to profitability.

This  expertise is usually demonstrated in presentations, webinars, seminars, interviews or keynotes. Sometimes there’s even a book.

If you are mining for content, all of that is gold.

Let’s look at some of the ways you can use this existing content as the basis for blogs and articles.

Transcribe everything

Whenever you deliver a presentation, webinar, seminar or anything else to an audience, make sure it’s recorded. Then use a service like to have it transcribed. Even if you are fully scripted, you will be surprised by the off the cuff knowledge you toss out as asides as you “perform.”

I’ve found that a simple 45 minute presentation can help you create four or five 350 word blog posts.

Cannibalise your book

It’s a safe to say that most people haven’t read your book and are never going to buy it. Those that have are already your fans and know who you are. So once your book has been out for a couple of months, start hacking it up for blogs and articles. I’m not suggesting that you simply cut and paste pages. Instead take a chapter and rework the different elements within it to create multiple blogs. You can even quote from the book and add some additional thoughts.

Start a Podcast

There was an article in Canadian news satire site, The Beaverton, not so long ago that said more people make podcasts than actually listen to them. It’s hard to argue the point – even if it is satirical. Podcasts aren’t generally going to do much more than help you build your brand and position you as an expert. But they have a secondary role and that is to provide more content for you to transcribe which can easily be turned into blogs.

This is a strategy I’ve used for multiple clients. Here’s an example from Ascent Dental Solutions where there is a Podcast with Dr. Howard Farron from Dentaltown that was then transcribed and used as a blog.

It’s the same content repackaged for two different mediums. In fact that podcast is probably good for a few more blogs.

Create an online course

This is a good strategy for trainers. Simply break down your topics into a simple to follow syllabus and record some videos to accompany it. I’ve done this strategy myself. Here is my online marketing course. As you can see, it’s broken down logically. I also had each of the videos transcribed. I’ve used the transcriptions for blog posts. I’m also using these very same transcriptions for a book that should be out later in the spring. Of course as I write the book I add in even more thoughts and details which will then be cannibalised for more blogs later.

As you can see a little bit of knowledge and expertise can go a long way. Every piece of content you create needs to be properly leveraged to maximize its impact across multiple media channels so that it keeps Google happy and helps you reach more of your ideal clients.

If you want to talk to me about how we can get a content marketing program started  for you just send me a note



Aidan Crawford

Aidan Crawford is president of Short Circuit Media. His main job is helping consultants, trainers and professional speakers get their marketing in order by creating and implementing strategies to help them reach their target audiences.


Let’s have a quick chat about your marketing goals and see how I can help.
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