content repurposing

If you wanna rank in Google or ChatGPT, you need to be creating content and ideally a lot of it. Fortunately, it's never been easy to create content.

If you have a business or a brand, you already have some kind of expertise in your industry. You just need to find a way to take that expertise and turn it into content at scale.

We're talking about creating high quality content without taking up a lot of your time. This is one of the first things we figure out when working with a new client.

How are we gonna take this client's expertise and turn it into high quality content that can be repurposed all over the internet? So I figured I'd just take some time and go over the most common ways we do this.

My favourite way is to make short form videos like this. This is the only form of marketing I do for our agency and it works really well.

We take the transcription of these videos and we turn it into about 8 pieces of content...

ht work. Maybe for example, you've already created a lot of content in the past.

We have one client that has about 100 infographics they've made. We built a process where ChatGPT breaks down the infographic, does research to collect supporting data and then builds an SEO-optimized blog post for them.

We can take the same content and create a LinkedIn article and a medium article. ChatGPT loves articles from those sites.

We have a few clients that have dozens or hundreds of case studies they've collected or even just conversations they've had with clients through email or phone. Any unique data, insights, opinions can work as a solid input.

We're just looking for something that's not generic, something specific to you and your business. Of course, if you have any old video content, if you've been on podcast in the past, those are great for repurposing.

And if you don't want to do video and you don't have any old content laying around, a voice memo can work really well. Just ramble on any topic for a couple minutes, take the transcript and use that as the input...

What advice do you find yourself giving friends and family members that are asking about your industry? The thing is more and more people are turning to large language models like ChatGPT to get help finding solution to very specific problems.

After ChatGPT takes in all that context, it's gonna do a series of very specific searches looking for people who have had similar problems. The more content there is out there of you addressing these specific problems and presenting yourself as the solution, the more likely it is that these algorithms are gonna recommend you.

AI is disrupting digital marketing faster than any other industry. And anyone who's paying attention right now is scrambling to figure out what to do about it.

While no one knows what it's gonna look like in even one or two years, I think we might already know everything. We need to act.

There are three trends. I think it's important that we're paying attention to one.

This isn't a new trend, but it is accelerating. It is way easier to build a personal brand than it is a business brand.

That's largely because people connect with people, not with businesses. But it's also related to the second trend, and that's video.

And social media is stealing attention from traditional websites and search engines. More and more of people's time spent online is spent on these social media platforms, and it's almost entirely video content.

That doesn't seem to be changing anytime soon. While there are AI videos, I think for the foreseeable future, people are gonna want to see videos created by real humans...

hese programs allow us to provide a lot more context and nuance when we're asking questions. Instead of saying, best Italian restaurant near me, you might say, hey, me and five of my friends are going out for Italian.

We're thinking about going over to one of these three districts. And by the way, two of my friends have celiac's disease.

Oh, and we are really hoping to find somebody that has good seafood. Right now, most SEOs aren't optimizing for queries like that.

So how do you optimize for these AI algorithms while also taking advantage of video platforms and building a personal brand? I have a three step process that I've been trying for myself and a few clients, and so far it's working pretty well.

The first step is to create content. There's lots of ways to do this, but I think there's three main ways that make sense right now.

One is short form content like this. Just sharing opinions, insights, stories, answering common questions or objections.

This is my favourite because as long as you don't mind talking to a camera, you can do it really quickly...

ly going to be the only article online that addresses that question specifically. Make sure the articles are structured in an NLP friendly format.

Use short, direct sentences, proper heading structure, any appropriate schema markup on the page. Now, building a workflow like this does take some time, but once it's set up, you can create high quality content within 15 minutes.

But this is actually best on in conjunction with video content. Which brings me to step two of the process.

Purpose your content. In my experience, this is one of the best uses of modern AI.

Once you have a transcript from a video, it's very easy to turn that into a high quality article or post for social media. So take your most popular short form videos and turn those into social media posts or ads that you can run on social media with a call to action at the end.

Take your most popular long form videos and turn them into full articles or lead magnets. And take your most popular articles and consider making a video on the same topic.

And then step 3 is to distribute and monitor...