Getting content from content

Courtney Kay

VP of Field Marketing

You’d basically have to live in a bubble to escape the superfluity of content marketing content getting published today (literally 18.1m Google results last I looked).   And if you’re following it all, you know that producing enough content is one of the top challenges for today’s marketer. As I’ve worked with our clients on their content plans and strategies (I do a lot of that), what I started to realize is how we often think about creating content as synonymous with creating new content.   We rarely think to look at what we’ve already done and creative ways to reinvent it.  Now, maybe you’re one of the savvier marketers out there who has read one or two of the 56k articles on repurposing content, you might find yourself thinking about it, but not having a great idea of how to get the most out of the effort. As a business whose business is content, repurposing is an important tenant of our approach.  Having some real world experience here, I figured I could provide some great tactical tips on how to do it.  So, here they are- a few quick and easy tips to get content from content.

  1. Chapter. As great as your big eBooks and 20 page white papers may be, thanks to Twitter, we live in a 140 character world.  Carve up your longer form content, write a quick intro/conclusion and you’ll quickly add to your content repository.  This also presents a great way to get more intel on your prospects.  With your bigger assets, you can’t necessarily gauge how deep your prospect gets within the content; however, with clear CTAs (calls to action) and smart tracking, you can get a better sense of how many chapters your prospect interacts with- and therefore, their understanding of your content or solution.
  2. Transcribe. This is one of my favorites.  Take each of your good video or webcast assets and have them transcribed.  With a little bit of editing (or a lot if you’ve got an inappropriate presenter) you can easily create a white paper.  If it’s a long video, segment it, transcribe the segments and you just turned one video into 6 or so additional assets. (Btw, you can do this for very little money- we literally look at about $40 for 15 minutes of footage).  You can check out an example here where we used a presentation Jon Brown did to create a chaptered white paper (the ad unit on the left is our Custom Demand Engage unit, which puts the CTAs in a great spot, encouraging deeper engagement).
  3. Podcast. Finally, use that same video and/or webcast content to create podcasts.  Media is personal today, if you can provide as much variety as possible to your prospects, you’ll see a better result.  By offering our sponsored streaming content in transcribed and podcasted format, we increase both lead generation and lead engagement considerably (I’ll share real numbers in my upcoming ROI Summit presentations).CKROIBlogImage

I know… I make it sound SO easy.  Well, to prove it, I took a single video, and, so far, created 18 pieces of content from it.  I did this particular project by myself (including the design) so I could showcase how, even with a small team and a small budget, you can quickly ramp up your content production.


I’ll share the details of the project, including the tools I used and time it took at the Boston ROI Summit at the end of this month. Look forward to seeing you there.

For questions/comments, feel free to contact me at or on Twitter @courtneylkay.

B2B marketing, buy cycle, content, content marketing, Marketing ROI, marketing strategies, online ROI summit, TechTarget

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