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| About John Jantsch |
| John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide (foreword by Michael Gerber, author of The E-Myth) published by Thomas Nelson - due out in the fall of 2006 He is the creator of the Duct Tape Marketing small business marketing system and Duct Tape Marketing Authorized Coach Network. His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as "Best Small Business Marketing Blog" in 2004, 2005 and 2006 by the readers of Marketing Sherpa. |
Recent Article:
Reduce, reuse, recycle and repurpose
- For more on John Jantsch visit www.ducttapemarketing.com
I’ve adapted the slogan above, borrowed from the original green movement, to apply to the new rules of content and information on and offline.
A lot of people are telling you that content is king, and to a certain degree it is, but your head is swimming and you’re thinking, “how do I create all this content and education based material when I’ve got a business to run? You say I need a blog, newsletter, white papers, podcast, training courses, instructional videos, I mean, how do I get it all done?”
Yes you do need all that stuff and, yes, it’s a lot of work, so the trick is to find ways to take content you absolutely need to create and find ways to repurpose it. And, take content you’ve already produced and give it new life, new audiences.
If you are doing an online demo, record it and put it on your website.
If you get the same questions over and over again, answer them all in an audio format.
Take those same questions and turn them into blog posts
Take several blog posts and stitch them together into an article to submit online and off
Create a series of 7 related blog posts and you have a presentation
Write a white paper by posting questions to your blog and letting readers add their comments, turn the entire project into the white paper.
Record all of your slide presentations and upload them to sites like YouTube and Slideshare
Schedule interviews with industry experts and even customers - record, transcribe and publish in several formats.
Turn bits and bites of all of this into your monthly newsletter
Take something you’ve already written and break it down into bite size chunks in multi-formats
The key to making this way of content production a success is to always view your writing, speaking, selling, and research efforts with an eye on multi-use. If you know you have to give a speech at a trade show next month, write it as blog content over the next 5 days and you’ve solved several needs at one time. Anything you produce should have several lives. An important note - the word repurpose to me implies more than simply taking your newsletter and calling it a blog post, you’ve got to give it a bit of new life, new function, new delivery, new format, new spin. It’s not that hard if you have that in mind as you create it
Reduce reuse recycle and repurpose - To learn more about this author, visit John Jantsch's Website.
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