Are you doing enough to repurpose your content?
Are you doing enough to repurpose your content?Content repurposing is a great way to get more mileage out of work you’ve already done.
Welcome! I'm Simon Owens and this is my media industry newsletter. If you've received it, then you either subscribed or someone forwarded it to you. If you fit into the latter camp and want to subscribe, then you can click on this handy little button: Let’s jump into it… Are you doing enough to repurpose your content?I was reading a recent Digiday piece about Dateline NBC’s experiments with Apple podcast subscriptions when I came across this passage:
Wow. The universe of podcasts that receive at least 30 million downloads per month is infinitesimally small, and Dateline is simply taking the already-existing TV versions of the show and converting them into audio. What’s more, “the Dateline team has not yet needed to expand its staff to produce the podcasts or the additional episodes.” Assuming a modest $25 CPM for ads, that’s $9 million in annual revenue for not much extra effort. What a great testament to the power of repurposing content! Content repurposing is a great way to get more mileage out of work you’ve already done, and yet so many media operators are too quick to move on to new projects without first considering the other formats and mediums that can be leveraged to expand their audience. Let’s go through some of the ways that you can take your already-existing content and wring more value out of it by repurposing it into other formats: Repurposing YouTube videos I can think of at least two separate ways you can repurpose your longform YouTube videos:
Repurposing podcast interviews Podcast interviews are great for repurposing, and it’s especially important to do so because podcast discovery is so difficult to achieve. Here are four strategies I’ve come across:
Repurposing articles Written content is extremely easy to adapt, mostly because it’s so simple to copy and paste. Here are three repurposing strategies:
*** What other formats did I miss? Are there cool ways you’re repurposing your content for your own media organization? Tell me about it in the comments and I’ll feature the best answers in Friday’s newsletter. Want to pick my brain?I get a pretty high volume of emails and DMs from content operators who want to “pick my brain.” Basically, they want to jump on a phone call so they can tap into my content strategy expertise. There is a way to do this, and it’s by signing up for my “office hours” phone calls. I basically get on a Zoom call and have an hour-long conversation with my subscribers, and we go really deep on content strategy. Recent attendees have included:
If you want to see what these calls actually look like, check out this video. The way to join these calls is by becoming a paid subscriber. After every call, someone approaches me and tells me I’m charging too little for them. A subscription costs a measly $50 a year. Sign up at this link and get 10% off for your first year: How The Future Party grew to 150,000 newsletter subscribersWhen Boye Fajinmi started hosting parties with a few of his friends, he had no idea that it would become a sprawling events and media company. They were just looking for a fun way to network with other creative workers like themselves. At the time, Boye worked at Paramount Pictures and was pursuing a traditional Hollywood career, but the success of those early parties led him to believe that he could build something of his own. Flash forward a decade, and The Future Party – which is what the company came to be called – now hosts dozens of events a year and works with some of the largest luxury brands in the world. It also publishes a daily newsletter that reaches 150,000 people. Boye and I sat down to discuss The Future Party’s origin story, its monetization strategy, and why they decided to expand beyond events into media. To listen to this conversation, subscribe to The Business of Content wherever you get your podcasts. iTunes/ Stitcher/ Overcast/ Spotify/ Google/ YouTube/ Audible Quick hitsMy general sense is that Google AMP won't be missed, but maybe it at least forced publishers to think more about creating a better user experience for mobile. [Kurt Gessler] So much for Snapchat funding premium media content. [CNBC] Hopefully this means it'll double down on paying organic creators on its platform. More and more publishers are experimenting with paid subscription podcasts. It's unclear so far whether this is driving real revenue. [Digiday] A neat case study on how a woman built a podcast network from the ground up. [Sounds Profitable] Substack is reducing its spending on Substack Pro, which involves giving cash advances and other perks to star writers to lure them onto the platform. This is probably a reflection of it having less cash to burn as the VC climate cools down. [The Information] My best guess as an outsider is that a lot of Substack Pro writers have ended up being financial disappointments, bringing in far less revenue than Substack anticipated. No doubt that some writers viewed it as free money and didn't seriously invest in building a real business on Substack. And now that Substack's Recommendations tool has been so successful at helping writers grow their audience, it has natural network effects that make it more enticing as a platform. So Substack feels less of a need to lure big name writers who demand outsized advances. But that’s all just a guess! I know, Facebook isn’t coolBut my private Facebook Group genuinely is cool! I recently had a reader ask me why I didn’t switch it from private to public so it was easier to join. Here was my answer: “I’m intent on keeping the Facebook group private so that the only people entering are readers of my newsletter.” It’s a great quality filter that ensures only serious media entrepreneurs get in. You can join here: [Facebook] You’re a free subscriber to Simon Owens's Media Newsletter. For the full experience, become a paid subscriber. |
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