How to Create a Content Machine that Turns 1 Piece of Content Into 10

Guest post from David Ly Khim from HubSpot

Content repurposing is the best way to make the most of the content you’ve created. By giving one piece of content many purposes, you increase your content production without having to churn out dozens of 2,000-word blog posts every month.

This post will share an example of a content production process designed to turn one piece of content into multiple pieces, allowing you to cover various communication channels easily. By implementing this process, you’ll turn your existing editorial team into a content production machine.

Quick Takeaways:

  • An omni-channel marketing strategy is necessary to be relevant.
  • Your content strategy should cover video, social, blogs, email, and other channels.
  • Tools play a huge role in converting your content into various formats and publishing and distributing on various channels.

Successful entrepreneur Gary Vaynerchuck of VaynerMedia describes it as creating pillar content which undergoes a reverse pyramid process and is transformed into dozens of micro-content pieces.

Single Grain’s Eric Siu labels the method the content sprout strategy – a content strategy that allowed them to triple their blog traffic in one year.  Essentially you create “seed content” that sprouts and disseminates across multiple channels to reach different audiences.

Each of these videos from the Growth Everywhere YouTube channel has been repurposed into multiple pieces of content.

In his interview with Sujan Patel about starting a consulting business, Sui quickly turned the piece into a multi-part series that covered:

  • How to transition from consulting to an agency
  • Pitfalls to avoid when starting an agency
  • A guide for consulting
  • How to get high paying clients

Each of the original YouTube videos were later uploaded to LinkedIn as three unique videos and to Instagram as quote images with Sujan and a brief 40-second interview segment.

At this point, you are probably getting an idea of what it looks like to repurpose a single piece of content into many.

The value of this approach is you can hit multiple channels with similar content and allow your  audience to view your content regardless of their preferred platform.

Why is Omni Channel Content Important?

Consider this: people now have Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, email, podcasts, YouTube, and more. Most switch across their chosen platforms multiple times per day. If your content only exists on one or two of those channels, what’s the likelihood they’ll see your content? And even if they see your content, what’s the likelihood they’ll remember it after just one exposure?

The Rule of 7 states a person needs to view your content seven times before they truly notice your offering.

Adults spend 11 hours a day consuming content through various channels. Let’s make a conservative estimate and assume they engage with 10 different brands during each of those hours resulting in engagement with at least 110 brands a day.

With the Rule of 7 in mind, how do you ensure your brand stands out from the 110 brands a person engages with each day?

You need a content strategy that allows you to be omnipresent and remain relevant.

What does an Omni Channel Content Workflow look like?

Here’s an overview of a content repurposing workflow you can begin implementing immediately – turning a single piece of content into ten.

  • Create a large, information-heavy piece of content – a podcast, a video, an interview, or a long-form blog post.
  • Take the newly created content and uncover the snippets which can be turned into micro-content – smaller pieces of content easily digested in short amounts of time – like a tweet, an Instagram post, or a LinkedIn story.
  • Share the micro-content across multiple channels.

Here’s an example of what it might look like:

Imagine you’re in the fitness industry. You do a video interview with a personal trainer (this is your base, the large, information-heavy piece).

During the interview, you cover a wide range of topics including:

  • A workout the trainer uses to set a benchmark of where new clients are in terms of fitness
  • An advanced workout for clients who have made significant progress
  • A simple diet the trainer recommends for clients who want to lose weight
  • Recommended meal options for when clients don’t have time to cook

Looking at those four topics, consider how many pieces of content you can create and all the channels on which you can publish and be noticed.

  1. Since it was a video interview you’ll post it to YouTube, but then you can take the audio and turn it into a podcast (the second piece of content) which can be distributed across Google Podcasts, Spotify, Stitcher, Apple Podcasts, and more.
  2. You can also turn the interview into a long-form blog post (the third piece of content).
  3. You can take the video interview and pull out three minute-long video segments for Instagram (three more pieces of content) which can also be shared across various social pages.
  4. Turn the recommended beginner workout into an infographic to be shared on Instagram and Facebook (the seventh piece of content).
  5. Take two quotable sections of the interview and turn them into Facebook posts that can also be posted on LinkedIn (piece eight and nine).
  6. Turn a section of the video into text for an email newsletter sharing your best new found knowledge gleaned from the interview (ten pieces).

It is a lot, and chances are you’ll need help streamlining the process with tools and a team.

Helpful Tools and Services to Streamline your Process

You can easily start creating podcasts using Anchor.fm which provides tools for you to record and edit your first podcast episode directly from your web browser or your phone. It also provides one-click distribution to Spotify, Google Podcasts, Apple Podcasts, Stitcher, and more.

Once you have your video or audio recorded, use Upwork to find transcribers who can help you turn your content into written blog posts. Once you have the posts written in Google Docs, you can use blog tools like Wordable to quickly export your blog posts to WordPress and streamline your content publication process.

Canva provides templates and graphic design tools to quickly create images for every social media channel:

MeetEdgar is useful for scheduling all your social media posts ahead of time and ensuring posts continue to get shared on a recurring schedule.

If you prefer a more human touch, you can find virtual assistants on FreeeUp who manage your social media calendar.

Your Turn

What’s the next piece of content you’re going to create? How will you turn it into 10 pieces of content?

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