The New Rules for Repurposing Content in 2023 [Amy Woods Interview] | Your Digital Marketing Coach with Neal Schaffer

• Updated on: 2022-12-17
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The New Rules for Repurposing Content in 2023 [Amy Woods Interview]
Are you giving your content the attention it deserves? Do you create a video, podcast, or blog post, and then forget about it after its done. Meet Amy Woods, the queen of content repurposing, who is going to help you get MORE from ALL of your content than you might have thought possible!
In this episode you will learn:
Repurposing video is easy(er). What are the best practices in repurposing blog content?
The trend towards vertical video repurposing, even in B2B virtual events
How to best repurpose short-form video across different channels
Why tapping into memes is so important for repurposing short-form content
Key Highlights
[ 03:59 ] Introduction of Podcast Guest, Amy Woods
[ 06:44 ] How Amy Got Into Content Repurposing
[ 13:14 ] Best Practices in Repurposing Videos
[ 20:58 ] Less Is More Approach
[ 21:41 ] Latest Trends in Repurposing Content
[ 27:02 ] Amy's Thoughts on YouTube Shorts
[ 30:33 ] Repurposing Is Not Just About Reposting
[ 37:42 ] Should You Post the Same Content On All Your Social Platforms?
[ 42:15 ] Tapping Into Memes
[ 46:22 ] Focusing On Relatability
Notable Quotes
When we look at what is repurposing so I always define it, as it's finding these different ways to communicate the message within a core piece of content in different formats. And for different online platforms to reach and connect with a broader range of your audience.
It's all about, you know, a less is more approach.
So think with it being a search engine, first and foremost, it is a search engine. But when you add that it becomes a bit more of a kind of hybrid of more social, more searched, a bit like Twitter, really, for the younger generation, well for all generations, really, but just how things are changing. 
Repurposing isn't just reposting. It's not just cutting and pasting, you can't just create one thing for all the platforms, you've got to be respectful of the platforms, and why people are there and create platform specific content.
It really comes down to really understanding your audience. Understanding them as best you can get in there and speak to them like the most engaged members of your audience.
I think whatever you commit to it's not a commitment it's always a testing, an experiment, it's not a long-term commitment to give things a go and just give them enough time to actually get real data and see if it was a good move or not
Guest Links:
Content 10X Podcast on Apple: https://podcasts.apple.com/gb/podcast/the-content-10x-podcast/id1294442001
Connect with Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/ 
Learn More:
Join My Digital First Mastermind: https://nealschaffer.com/membership/  
Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo
Download My Free Ebooks Here: https://nealschaffer.com/freebies/
Subscribe to my YouTube Channel: https://youtube.com/nealschaffer
All My Podcast Show Notes: https://podcast.nealschaffer.com
Find out more about my influencer marketing strategy cohort course here: https://nealschaffer.com/maven1
Find out more about my influencer marketing strategy cohort course here: https://nealschaffer.com/maven1
Neal Schaffer:
1:07
Hey, Neal Schaffer here, I just want to let you know that I am finally launching my first digital course. And it's going to be all about helping you create an influencer marketing strategy from scratch. In one week. This will be a cohort based course, on the Maven platform for those of you who might be familiar with it, and I'm really excited, it is going to be the last week of November, beginning November 28. Going into December 5, if you're interested in joining me so that I can handhold you not only in creating an influencer marketing strategy, but really providing you all the education you need to up your career and improve your marketing even outside of influencer marketing. I hope that you'll join me in this unique course, go to Neal schaffer.com/maven. One, that's M A v n the number one, and you can find all the information and register for the class there. I really hope you'll check it out. And I really hope I have the opportunity to serve you deeper. Is there anything more that you can do to repurpose your content and the ideas behind the content to get you more traction, more engagement? More notice in social and digital media? Yes, there is there is a heck of a lot and after listening to this next podcast episode, you are going to learn exactly what you need to do to get the most from your content. Right here on the next episode of The your digital marketing coach, podcast. Digital social media content influencer marketing, blogging, podcasting, blogging, tick tocking, LinkedIn, Twitter, Facebook, Instagram, YouTube, SEO, SEM, PPC, email marketing, who there's a lot to cover, whether you're a marketing professional entrepreneur, or business owner, you need someone you can rely on for expert advice. Good thing you've got Neil, on your side, because Neal Schaffer is your digital digital marketing marketing coach, helping you grow your business with digital first marketing one episode at a time. This is your digital marketing coach. And this is Neal Schaffer. Hey, everybody, Neal Schaffer. This is my podcast, and I am your digital marketing coach. If you are new here, I hope you'll consider subscribing. Especially after listening to this interview. I choose my guests very, very carefully. And really, I choose people that inspire me or that I want to learn from. Before I get to today's interview, though, I just want to remind you that at the end of this month, I am teaching my very, very first digital cohort course on influencer marketing strategy, I'm gonna help you create your own strategy in one week, you're going to learn a heck of a lot about influencer marketing, but also best practices in digital and content and social media marketing in general. If you're interested, go to Neal schaffer.com/maven. M, as in Mary, a v n, and then the number one, and you can find more information, you can also click the link that will be at the in the show notes of this podcast episode. I really hoped to serve you on a more personal basis. And if there is something else that you would like me to teach you, I do plan on creating more of these really, really quick, quick win sort of cohort courses where we all learn together, hold each other accountable and learn from each other. So feel free to reach out to me if there's a topic related to what I talked about here on my podcast that I can help teach you. All right, so today's very special guest is Amy woods. Amy is well, you'll obviously she's going to introduce herself in the podcast, but she is someone one of the 10 podcasts that I listened to, that I have been listening to for the last few years is Amy's content 10x podcast, definitely more geared towards b2b. But I think content repurposing is important for b2c as well. And as you'll learn as to why Amy does this, and what really, you know, drives her passion regarding this. I think that this episode is really going to uncover a lot of ideas just about content creation in general and content ideation. Now, I was on Amy's content TEDx podcast some time ago after I published the age of influence, and I reached out to her and I recently saw Amy present at Content Marketing World I was actually her photographer in the first row for those that might have been there. So it's just been an absolute joy getting to know her and be inspired by her and I thought you No, why have I not had you on my podcast until now. So that's sort of the background, I think you're really going to enjoy the conversation. And I know that I took a lot away from this, and I'm sure you will as well. So without further ado, let's get to it. Here's my interview with Amy woods of content 10x. You're listening to your digital marketing coach, this is Neal Schaffer. Amy, welcome to the or digital marketing coach podcast.
Amy Woods:
Well, thank you for having me. It's great to be here. So thanks, Neil.
Neal Schaffer:
6:40
It is such an honor. You were kind enough to have me on your show as well. And, you know, like every other podcast listener, there's only so many podcasts that we can listen to, right? I think what they say the numbers like seven or eight, I have my favorite 10. And content. TEDx has always been one of those 10. So just really special when you interviewed me. And now you're here on my show. So thanks for letting me make this happen.
Amy Woods:
No, thank you, Neil. Well, I It's great to be here. And thanks for tuning in. I really appreciate it.
Neal Schaffer:
7:11
Alrighty, so obviously, if you're listening to my podcast and haven't listened to content and X, you really should have I know, Amy, you've started a new podcast as well. Maybe we can talk about that at some point. But today, I really want to talk about this concept that you are truly the expert on, which is repurposing. And I think it's a concept that a lot of people understand intuitively, they probably already been doing it, whether they've done it good or bad, is another story. But before we get to that, how did you get you know, we talk about niches in blogging and podcasting, and content repurposing is this really, really specific niche? That I'm really curious as to how did you find your way into this to begin with?
Amy Woods:
7:50
Yeah, no, it's a really sort of specific angle to have gone all in on it. So I am, I don't come from content marketing background, in terms of, you know, previous career. So before I started, content, 10 acts as a business, I was actually a management consultant. So a very different career path working in mergers and acquisitions with, with large banks and institution. So very, very different. But I guess it all came about. So I wanted to start my own business. And I'll go quite quickly through this. But I came off the respose, kind of corporate hamster wheel after I had my my children and had a bit of a period of ill health. And that was a point where I thought, right, this is the sign that I can start something new, you know, try and break free and do something different. And I was doing something small to do with business consulting, what I'd always, always done and known, and was immersing myself into the world of content marketing, and learning about podcasts, and blogging, and video and social and everything like that. And I guess, like, I came up with the idea of a content repurposing agency and business and therefore, then wanted to position myself as an expert in what we do through, we're developing my own content on repurposing through the podcast, and later the book and speaking and things like that, because it's probably how my brain works. To be honest, I love systems, I love processes, I love efficiency, I love the whole idea of making things go further, I guess my whole career previously. And management consulting was about improving processes it making things go further efficiency, solving problems, things like that. So it kind of merge the world of being interested creatively in content, but also just hugely interested in more efficient ways to create content and making more from the content that you have. And kind of you know, a less is more approach and not to get into stress with all the different types of platforms and content you can create, but finding more straightforward mechanisms for repurposing and creating more content. So that's how I got into it. I guess it was just a saw a gap in the market, I suppose in the in the space where creators will go to to get help and businesses will go to to get help. For having specific repurposing support. I didn't see anyone else offering anything like that. And I thought it was a really good opportunity to solve that problem. And I've never looked back in terms of making it my speciality because I love it. I love all the different ways content constantly changes, so ways you can repurpose constantly change as well. But the ways that you can get more from less will always just be something I'm really passionate about.
Neal Schaffer:
10:51
So you mentioned was it this this very first customer that you had that that pushed you into this and if so, did they say hey, we want you to repurpose this or is this something just working with them you realize that would be just that very first time you did this on behalf of a Client, I'm curious as to how it came about.
Amy Woods:
11:08
Yeah, no, actually, the first time I ever did this for a client, you know very much a headset contents and Tennille acts up as a repurposing business. And so we're always on the hunt for somebody who had like a podcast or video content that I could repurpose. Initially, it was just doing it for myself. So I was creating weekly videos, and I developed a bit of a sub team around me that helped me repurpose my content. So you saw a writer was helping me turn the videos into good blog posts, I had a designer who was helping create some graphics from it, and so on and so forth, slightly small team. And that's when I saw well, not everyone wants to juggle a small team of different freelancers or different team members, if you were to hire, and then project manage them, and all you know, and then the distribution of it all. It's not just the creation, either. It's everything that comes around it too. So I kind of did it for myself and saw the opportunity to offer it to someone else. So when it was just an idea, the first times that I was doing it, I was offering to people I knew who had podcast for free, you know, but like, Please, can I just kind of repurpose your podcast episode for a week or two. And you don't even have to use work, right? I just want to test my systems, test my processes, see that they work, you give me feedback and tell me if it was a nice, seamless process. If you were happy with the outcome, just let me know what you thought. And then through doing that with people that I knew, yeah, then I got my first paid client, but very much kind of offered it as a repurposing service. But then over the years, obviously, that's changed and evolved, like what people want, you know, me thinking that I'd be able to do things in a certain way in discovering Well, that's just not what people want more people want less that kind of thing. But But yeah, my first ever client had to organize a home organization podcast. So I know very different to the businesses we work with now, but it was great content to work with.
Neal Schaffer:
13:05
It's really though just from an entrepreneurial perspective, this is ideal. Use ideal scenario. And I tell this to a lot of people that want to get started out started out with, you know, social media marketing or content marketing, people in university or, you know, want to take a changing careers first, do it for your own brand, right. And then you can start to help others, but establish your own way of doing it like you did. So I think that's really a best practice. And I never heard that before. So thank you for sharing that. Yeah, no problem. Awesome. So content repurposing. So I saw you had the honor of seeing you speak at Content Marketing World on this subject. And I think that a lot of what you had talked about, and I think the easiest way to think about repurposing and where you started out with video, right? So if you have a video, it's easy to you know, get a transcript, write a blog post and repurpose that into social media posts, etc, etc. I'm curious, because we want to talk about sort of new rules for repurposing content in 2023. So let's say for those that are listening, that don't have a video yet, I think that although short form video, and we're going to talk a little bit about that, as well is obviously booming. Not everybody or every company has a YouTube channel or videos to work with. So I wanted to start with, if you were starting with just blog content, what would best practices in repurposing that look like?
Amy Woods:
14:30
Yeah, it's, you know, obviously a really good question. Because, you know, quite often ideal ideal to start by talking about video because it's the like you said, it's the an easier form of content to repurpose, because it has all the different media mediums, their audio video video into written, you know, it's all there, but blog post seems quite one dimensional. You don't have the video with it, or the audio with it or visual with it if you've got written content. So what can you do with that? But I think, you know, when we look at what is repurposing so I always define it, as it's finding these different ways to communicate the message within a core piece of content in different formats. And for different online platforms, you know, to reach and connect with a broader range of your audience who happens hangout in different places or happen to refer to consume content in a different format. So when you have written whilst it might seem quite one dimensional, firstly, you know, might be taking it from long form to short form, staying within the same format. So still staying within written content. But let's say you have an audience on LinkedIn. So you know repurposing those longer form blog posts into shorter and longer, you know, varieties of LinkedIn content would be you know, a good option. If you have a audience on Twitter, it's not just tweets, but be a bit more creative. So think about repurposing a really well written blog post into a Twitter thread. So you know, a longer more engaging piece on Twitter as well as shorter tweets and and other, you know, other written social content. But then, you know, think about things like visuals. So often we work with, with clients and for ourselves repurpose blog posts into things like social media image carousels, so taking key points. So let's take your blog posts and what are they kind of five key points that we make in this blog post and make an image carousel that kind of helps people to swipe through and learn what those five key points are in an engaging visual format. So you could do that affiliate turn, you could do that for Instagram, as well. And also, not just a carousel, but you know, pull out key points, questions that were raised, learnings, tips, quotes, things like that, and turn that into visual content as well. And then if you do have the appetite, to potentially create some video content, or blog posts is such a great place to start. Instead of starting from a complete blank canvas and working out what would I create a video about? Blog can be a great basis for writing a script or, you know, some kind of storyboard that could form a video. And, you know, like you mentioned, we'll chat about vertical videos and how they've become a very popular form of content. But, you know, let's say you wanted to repurpose a blog post into some vertical videos, you've probably got lots of short little scripts. So those five points I mentioned that turn into a five point Instagram carousel, perhaps that's five short little videos where you could write a short little transcript or just a storyboard for each video, and turn it into those short videos as well. So I think you know, like I said, you can think about written book, Turning it from long form to short form and turning it from your website, to the social platforms your audiences on, but then again, look at the different formats visual, storyboarding out for videos short and long. And maybe you have a podcast and you want to do some thought leadership style content. And again, it could just be the, the storyboard for the discussion that you have on your next podcast episode as well. So there's lots that you can do with something that might initially seem fairly one dimensional, rarely with a blog post.
Neal Schaffer:
18:24
Yeah, and with that, thank you so much for that. And it's really interesting, because I, I came about this by chance. But if you think about it, when you write a blog post, you're, you know, you you call it like a treasure trove of content, but you're you're putting all your ideas into something that is somewhat organized. And therefore, if it's a listicle, it's easy to go back in and take apart those things and recruit, you know, repurpose them, I guess, instead of repurposing the exact content like you would with like video content, audio, it's still like repurposing the ideas, right? So, for instance, I was teaching this class at UCLA Extension on influencer marketing. I wanted to cover what are the latest, you know, FTC laws or, you know, advice for influencers? And it's like, Wait, I've written a blog post on that. Why don't I just repurpose that into the course lesson? Why don't I repurpose that into the PowerPoint? Right. And I have done podcast episodes, not many, but I have done some where they have been repurposed or reimagined from a blog post. And the same goes with video. So I never thought about the short form the vertical video doing that. I think that's a brilliant idea. But I just want to tell everybody that this repurposing, although it sounds really niche, and that you have to have video you don't, it's a very broad topic, and you can be quite creative. The idea is that if you have ideas that have been published, no matter what format, they can be repurposed, right?
Amy Woods:
19:46
Yeah. And you just made it such a great point when you were saying about the presentation, and you know that you're presenting on a topic, and you've already written and published content on it. So there's great content there. Another example is, you know, I just talked about breaking something long down into shorter or changing format. But there's also the repurposing of building it up into more. And a great example would be my book, because I repurpose many blog posts into chapters of the book that became you know, we're a published book. So I develop the outline for my book, or what all the chapters would be in the sections within it. And then I looked and saw where have I written blog posts already on some of this content. And I was able to, you know, not lift and shift there isn't kind of a copy and paste because obviously a chapter of a book, he's still going to add a bit more and review it again and change it and part of 50 times but Well, I was able to plug so many gaps with a back catalogue of, you know, however, a year or however many weekly blog posts I've been doing, to have a really nice skeleton of a book right there through lots of blog posts, and I identified the gap. So I want to do all these chapters and I've never written a blog post on that before. So I was able to gonna write the blog post and then repurpose that into the chapters of the book as well. So the wonderful thing about written like you said in the detail that you can go into in the research and how well written blog posts can be, is, it's not just the breaking it down, but it's the building it up, like like that into a book and ebook or white paper, a research report, presentation of speech, there's, there's a lot more that it can become become, you know, combining multiple posts together, as opposed to breaking one post down.
Neal Schaffer:
21:37
Yeah, excellent. I think we've, I know that I've done that with with my very first book, you know, and blogging your book or podcast in your book, or YouTube in your book is a great way to actually get that content out there. Right. And I think, I mean, to summarize, and I think you'd agree contents really this asset, and it's not a one and done once you create it, think about as you would say, ways to make it go further, right?
Amy Woods:
22:04
Yeah, exactly. It's all about, you know, a less is more approach, I think, in terms of focusing on creating great assets, like, you know, not being quick with the core pillar assets, because they are an asset and you know, be proud of them put time and effort into them and great these great assets. And then you know, and then look how you can get more from that those P those assets. So that's that's how I think is kind of the best practice of repurposing, basically.
Neal Schaffer:
22:32
Okay, so now, you're probably already in your mind thinking of different ways you can repurpose, and that's really the objective of this episode. But we want to go further. So I was talking to Amy and I said, Hey, you know, let's definitely talk about short form video, vertical video. But what do you see as the latest trend in what your clients are asking for when it comes to repurposing a new ad set, and this sort of surprised me. But we know with COVID, a lot of events went virtual. And you had mentioned that it's not just repurposing virtual events, like you normally would be for COVID. But there's a new addition in terms of what your clients want. Repurpose. So I'd love for you to talk about that.
Amy Woods:
23:15
Yeah, so we are we are working with with lots of events, and particularly, it's, you know, in the b2b space, and video content, you know, is key. So getting really good quality video content from events. And, you know, many of the events aren't just necessarily a virtual event, but they'll be in person and virtual, so hybrid. So there's all that content being created in the rooms when people are presented. And so we have noticed that it's quite surprising how vertical video is becoming a really, I guess, kind of key asset that the events, b2b events, you know, are wanting to get their events repurposed into So previously, we'd have been creating landscape video is perfect for YouTube, perfect for, you know, kind of Wistia Vimeo membership sites, perfect for sort of private area membership sites, things like that, or just gated content and perfect for websites. And then square, you know, square videos, that could be going on to do LinkedIn pages, maybe tweeted out, potentially Instagram, but we are being asked quite a lot like regularly at the moment heights by quite sort of, I suppose, like surprising brands as well, to have a bit more of a focus on vertical videos, for Instagram reels for YouTube shorts, in particular, you know, a lot of interest in YouTube shorts, and tick tock, of course, as well. So that I guess kind of, they're the, the three main ones, there's stories, of course, as well, but YouTube shorts, big interest, tick tock, but the funny thing is, with some of the brands that we work with, it's not that they're all in at the moment, they just know and see the potential and don't want to miss the opportunity now, to create all this vertical content, whilst we're working with us to try and maximize this, because it's the treasure trove that you mentioned. So they're acknowledging that they need to build a treasure trove of really good vertical video content. Because, you know, vertical does seem to be short form vertical does seem to be where it's out, even for b2b space.
Neal Schaffer:
That's really instant. Do you think that they're actually publishing that content? Or are they sort of creating their own treasure trove to publish at a later date?
Amy Woods:
25:45
That they are publishing the content but not necessarily across all of those platforms? So like YouTube shores, I think if there's a if the clients have got YouTube channels, you know, and they are building up YouTube content, then 100% That kind of short form vertical video onto YouTube shorts, but perhaps putting on ice So the idea of putting that just yet on tick tock because they're kind of working out what their overall strategy and approach will be before jumping in. But there has been a couple of instances where we have only been asked to create vertical videos and put them on on ice or keep them in the locker whatever term you want to use, but they haven't actually been immediately publishing them. But I feel like it's more that it will be one platform Instagram reels, of course, if they're already quite active on Instagram reels, but kind of holding off on shorts or tick tock, but knowing that there's that potential, is there basically,
Neal Schaffer:
26:41
gotcha. You know, I had my own epiphany moment with YouTube shorts this weekend. So we're actually recording this on Halloween. And that tragic incident had happened in Seoul. So I, you know, I got on to Google, I typed in, you know, Soul Halloween, and I got pushed to YouTube. And I basically got pushed to shorts. And it's funny, because I remember at one point many years ago, Amy, I don't know if you remember, but it was rumored that Google wanted to buy Twitter, because Google was never like real time search, whereas Twitter was, you know, this, this epiphany, you know, taught me that maybe YouTube shorts is their answer. They get enough content, it's real time. It's, you know, consumable. It's going to help them get more in the search results turn more textual search results into visual search results, which, for me, as a blogger, I'm not 100% happy about that. It's only a matter of time as younger generations use tick tock as the search engine. And this is a topic for a whole other podcast, but I've just been thinking that, you know, when I see my kids like, they see Google as this antiquated technology, whereas tick tock is theirs, right? So I think it's interesting that even b2b businesses are looking at doing this. And I plan this really pushed me to want to do more with YouTube shorts, and hopefully those that are listening. I think that me I'm sure you've created content for all three as well, YouTube? Sure. It seems to be, I don't know, almost like the easiest and most intuitive of the three to use to actually publish content, where would you agree or what are your thoughts?
Amy Woods:
28:09
Yeah, I think so. For the Publish. I think it what's interesting that I find more as a consumer than looking at the sort of creating and publishing so more, just myself personally, is I hadn't realized how I suppose prolific and big YouTube shorts is because personally, I tend to look at Youtube or on desktop. So I don't tend to look at it as much on my mobile device. I don't know why. I just tend to, it tends to be more, I'll grab my, even my tablet or you know, but more, I'll grab my Mac, and I'll look on YouTube, and I'll look on more the other social platforms on my phone. And it was only when I started. I don't know, like recently just looking at YouTube a bit more on my mobile and realize that the mobile app, you know, it's so geared up for shorts, isn't it like the app is where shorts is out, really, you know, you can see them obviously, if you look on YouTube normal desktop website, but the app, you you might as well just be looking at tick tock or Instagram reels wherever for shorts is. So it's easier to get on. It's for mainly people who I think look more on the app, which I'm sure is is most people I was probably a bit unusual, where I've just tended to use it more on the desktop. And when you think about the countries, you know, there's places where tick tock is still, you know, bound and all of that, that YouTube is where people go to in those countries to get the content that's on those platforms, because people will post them on to Tik Tok, but they'll also post them on to YouTube shorts as well. So, you know, they don't miss that audience out, they just see that on the different more accessible and easy to publish platform. So So think with it being a search engine, first and foremost, it is a search engine. But when you add that it becomes a bit more of a kind of hybrid of more social, more searched, like, like you said, like, a bit like Twitter, really, for the younger generation, well for all generations, really, but just how things are changing. So I find it really interesting, and I'm really keeping an eye on watching YouTube shorts. I think it's like, it's a lot of talk about tick tock, but we're going to be really surprised with YouTube shorts.
Neal Schaffer:
30:32
Yeah, I mentioned this in a recent episode, my takeaways from Vid Summit, but there were two gentleman from the YouTube shorts team there, and they were presenting and, you know, there was some pretty wild stats, you know, 60% of YouTube users have already watched a short for instance. So YouTube is just aggressively just like, you know, tick tock and the algorithm will will aggressively push content, so there's not enough of it. It's the same with YouTube. So you know, they announced monetization for shorts. I heard just a few days ago that they're finally going to have these tabs on your profile that allow you to just see shorts, just the long form this This has been something a lot of content creators have talked about. They don't want them all. They don't want someone to come to her profile and just see the long form the the short form because they can better monetize the long form. Right. So there's still some issues. But yeah, I mean, I agree with you. I, I'm really bullish on it as well. And I think, you know, it tick tock has had its two years of phenomenal growth, it'll continue to grow. I think YouTube shorts, that phenomenal growth that tictac had two years ago, I think is starting as we speak. So I do, yeah, if you miss the Tick Tock or the reals, you're I mean, you're never too late. But YouTube shorts just might be the ticket. Right?
Amy Woods:
31:39
Yeah. 100%. But I think I think the thing is, as well that, like the content crosses across those three. So I always have this big thing of saying that repurposing isn't just reposting. It's not just cutting and pasting, you can't just create, you know, one thing for all the platforms, you've got to be respectful of the platforms, and why people are there and create platform specific content. But I think with those three in particular, so we've ticked up Instagram reels and YouTube shorts, the content, you know, is very similar, people are going for, you know, similar type of content, and it can go across the different platforms. So, it's one place where if you are creating a vertical video, for one, I'll forgive you for also putting it on the other and the other because it makes sense, and it's fine. So yeah, it's not just you know, you can just have a focus on vertical or cut across those three platforms creating the same content, you just have to be mindful of, you know, mindful of a few things. So when you are creating content within one platform, say for example, you create a vertical video for Tik Tok. If you're going to post that exact same video with the Tick Tock watermark, on to Instagram real so say, they you know, you will get a diminished reach it will be picked up or not creative created native on the Instagram platform, it's it's picked up that extra study, tick tock video being reposted onto their platform. And it will affect you know, the engagement and the reach and things like that. So it's a good idea not to do that exact to kind of lift and shift. But what I recommend is to, you know, create these videos, these vertical videos off off the platforms to a certain point as far as you can, so create them in a video editor or a separate app or something like that. And then finish off with a native publish. So go in natively out those captions using tiktoks built in feature of the music using tiktoks built in feature and like finish it off in a native way, and do the same on the other platforms on shorts and Instagram as well. So it's the same video in terms of the majority of the effort that you put into the video you did in one place. But then, you know, just just finish it off with those native features. And you'll benefit a lot more from like reach and engagement and just the brownie points from the platform that you aren't just cross posting across all all of them. Yeah, Amy,
Neal Schaffer:
34:14
thanks. That was a natural lead into what we wanted to talk about there as well. Right. So, you know, I heard someone on a podcast yesterday say how they will record it in Tik Tok, because the Tick Tock from a video editor functionality is just it's an incredible video editing app in itself, right. So the record it and tick tock and and before adding the music and all those things. They'll basically replay what they recorded, and they'll take a screenshot of that, and then they will use that as their video. So even if you don't have a I mean, obviously, you can just record the video anyway. But if you wanted to use some of you know, the start, stop and you want and you find tick tock easier, that's definitely an option. Right. So just wanted to throw that out there. I'm really curious though, there are these tick tock watermark removers and some people swear by them. I'm sort of hearing on the other hand, that even with a watermark remover that somehow the other social networks still know that this came from tick tock, any thoughts on that?
Amy Woods:
35:09
Yeah, I agree. I think that is definitely the case. And you know, I'm certainly no expert in analyzing like the back end code of what happens when you when you do that, but just from what what I've seen personally, let's say for example, if you take a tick tock video and you use a watermark remover app, and it takes the Tick Tock watermark off and then you go and post it to Instagram, Instagram, no, I think that there's just some sort of, you know, code or like something embedded within that video file that it picks up that it was originally created on Tik Tok, or that it's been put through a watermark remover, I'm not sure, but they do know and you do get a diminished reach on your content, maybe even just is capable of just knowing that that video has appeared elsewhere, you know, when it isn't native. So I'm not saying you know, don't use things like that because I guess for everyone it's a bit of a trial and era. But personally, I've seen that the platforms, you know fall and they will just pick the world was pick up on those things. Do you have to think about that. And then, you know, music is obviously a big aspect of the platforms, particularly tick tock. I mean, it used to be called musically don't. And it was it was largely about like the music and the thinking and things like that. So another little thing you need to think about is, you know, the copyright aspects as well. So the same sort of music will be trending on Instagram, as will be trending on Tik Tok. And you can usually pick that up and you could add the same music from one app to the other. YouTube's a bit different with YouTube shorts. And of course, YouTube are way more hot on copyright infringement and the use of music and things like that. Now, usually, if you do put some music onto one of your YouTube shows, that works absolutely fine on Tiktok, and Instagram, then you get a little notification from YouTube, saying that they have picked up on a copyright issue. They usually let you past only these days where they're just saying that they have the right to monetize on on the video that you've done, or there might be some kind of warning, it's not necessarily a takedown warning, I guess it depends. But there's those little nuances as well, just to think about the platforms are a little bit different. And they're certainly YouTube and owned by Google and everything is isn't as free on the the just the random use of other people's content or other people's music.
Neal Schaffer:
37:39
You know, I did see at Vid Summit that YouTube announced that they are about to announce sort of like an app store for music so that Google has signed contracts with all these record labels who want content creators to leverage their music. So it's it's an interesting scenario now, right? But the idea was that this is for long form videos, and that creators instead of buying music elsewhere, they would actually buy, you know, music from instead of like independent, you know, people you've never heard of, they would actually buy the music, which then they would have the rights to use in their video going forward. So I think Google and YouTube are very cognizant of that issue. But yeah, I think it's still off, obviously always best to use that music that that platform provides. I'm just curious, though, and we talked a little bit more about this a Content Marketing World, I suppose that if it was a talking head video, where the music isn't as important than posting the exact same three in all three networks, sort of makes sense. Just like your blog post, repurposing it into a LinkedIn post or Medium post, the SEL is a whole other issue. But you're reaching three different audiences three different platforms. I'm just curious, though, for other videos that does it make sense for every video to post the exact same content in all three networks? So this is something I know a lot of marketers are talking about. Now, I know that you're always about best practices in this, and you never want people to just copy the exact same thing and just post it everywhere. It's that's not really repurposing. Right. Every audience is different. So I'm just curious today, you know, what you tell your clients on that subject of? Do we post the same thing? Or no, in this case, you don't want to post the same thing?
Amy Woods:
39:20
Yeah, I think I think you You're absolutely right. Like in terms of if it's a sort of talking had short style video, it completely resonates with the audience across the day, those three platforms, it's the kind of content they would want and expect and get value from. It would be platform specific, maybe there's a few nuances in the publishing process to make it a bit more platform specific. But the the general nature of the video is that it is absolutely fine across those platforms. I don't think there's anything wrong with doing that, you know, I that does seem to be best practices, certainly with those that as we've been talking about the vertical style videos, so there's no, I just don't think there's any harm unless there's a, you have a specific nuance that, you know, you promise your audience on Instagram, you know, a very different type of content to the audience that follow you and URL. So and that is these type of videos, and you want to keep that, you know, really niche and specific as a promise to an audience on a specific platform. But if that's not the case, and it is, it is about just adding value to the audiences in the different places they are, I just think it's fine. I think that is best practice to do that. In that case.
Neal Schaffer:
40:37
My struggle is when I talk to my kids who are in high school about tick tock, and it's really like this meme culture that it started with dances, but now it's like talking audio, but that people are basically having their own take on the same trending audio or visual. And in that case, that sort of content would seem very, very unique to Tik Tok. Even that audio, I don't even know you probably don't have the copyright to use it outside of Tik Tok. So there's all sorts of other issues but just culturally, I think if you really want to get go really, really big and tick tock tapping into, I consider those trending audio and I'm not talking about music, I'm talking about, like, you know, people talking, it seems to be like the SEO of tick tock, for lack of a better word, something that's very unique, that you don't see in reels on Instagram or with YouTube short. So maybe that's just a very, very special use case scenario. But that always pops in my mind when we talk about this.
Amy Woods:
41:32
Yeah, I completely agree with you, though, like those those things are rarely platform specific aren't, then I would definitely then be hesitant about whether it would be appropriate to put them elsewhere. Because there's just things that that, you know, that is not platform specific on other platforms and things like that. I think you can then maybe think of a different take of that, to make it platform specific on another platform, but not using the same thing because I agree with you like something's just should stay kind of where they are. Because that's, you know, it just makes sense for them to be there. And that's the kind of that's what we're trying to build over there. Like these, this kind of ecosystems are really specific types of content. So yeah, I agree. Don't confuse your audience.
Neal Schaffer:
42:19
Yeah, I have seen one gentleman. I'm going to give him a shout mic out from Agora Pulse. And I did see one video I never asked them this, but it almost seemed like he used the trending audio on Tik Tok, but on his Instagram real, he didn't use any audio. So he still had the tax. And he still had the facial expression. And it's still resonated. Right? So I suppose that you know, short form video really requires us to be creative in how we repurpose, and there might be cases where it's, you know, you can do the same, but you also want to think about other possibilities. So, yeah, I want to end on that note, though, of sort of tapping into memes when it comes to short form content. We had talked about this when we were planning this podcast episode. So any additional, you know, thoughts on that, I think me marketing is something that has existed, I think Tumblr was a huge place where a lot of that happened. And it's sort of been this fringe element in in digital and social media marketing that some people that's all they talk about, but the majority of us it doesn't really make our way into the vocabulary. Maybe it's more of a b2c and b2b thing as well. Any thoughts on just, you know, tapping into memes for repurposing short form video content?
Amy Woods:
43:28
Yeah, to me more not to be question, isn't it? I mean, yeah, like memes. I think that is the thing. It's about being on brand, I think, isn't it with whether it's like those, it's would seem completely off brand and quite random for you to start creating, like jumping on like viral memes and creating memes and things like that, or does it seem, you know, in keeping with your, like, your brand and what you're known for, I think it's more usually associated with, you know, having a bit of a sense of humor and being able to kind of jump on memes work best if you're able to jump on the ones that are popular and doing the rounds and and find your own unique, like, fun, creative angle, and all the different ways that people are taking that one particular meme from, from McDonald's to you know, like a, like a b2b brand, you know, like a business brand of Facebook brand, McDonald's, Wendy's, wherever they're all kind of coming up with funny ideas on a taken a meme. So I think if it's like social sensitivities of your audience, and it suits your brand, to, to, I guess, kind of have that sense of humor, and that quick wit, and in smart, I mean, often, it's just really clever. I think sometimes what takes you back is no way did they kind of come up with that on that meme, I, you know, I never thought you would be able to fit that kind of angle into it. And so we tend to do it quite a lot. I'm not saying we are the cleverest people out there, or the people where we're at memes or anything like that. But we like to look at the topics that we create content on. So we look at our weekly podcast, or the weekly blog that we put out and look at the points that we make and the angles that we're making. And like, we'll look at the various memes that are doing the rounds, or people are responding to and enjoy it. And we'll just say we don't force it. Like if, if it seems to force then you just leave it. But if we can come up with some kind of interesting angle, to play on that mean to do with our most recent blog posts or just something that we stand by, you know, something that we often say, and I think it's a brilliant idea, because it's a different type of content. It's visual, it's a different way of getting your message out there. It's showing a different side of you. It can be clever and smart as well and you know, like smart wit I guess, but like you said To me more, not to me, I think it depends on more as well like your brand. And it might seem a bit kind of random for you to suddenly jump on it. So I think it really does depend.
Neal Schaffer:
46:18
You know, one thing I've been struggling with me and this is from going to Adobe MAX recently is, is this concept of sort of relatability. And authenticity. And in many ways, I think that tapping onto these memes or, you know, trying to try to do something with them that are popular, you know, makes you more relatable, like, oh, you know, you're interested in the same thing I'm interested in and ultimately have to be really creative. So it is showing this more human side. I've been really struggling recently, because I know I have the sense that we're in this changing of generations. And you know, we've always had millennial, but now with Gen X even more. So there's just more and more of the population that's consuming content differently, and making their own conclusions based on different things. Even like myself wearing a suit to a business conference, or not wearing suits that were in a suit actually makes me less relatable. For instance, this is how far I've gotten in my thinking. So I don't have a conclusion for anyone yet. But I do think that relatability is, is something that's often overlooked when we talk about memes. And I think just showing that you're part of what everyone else is interested in is actually a very positive thing.
Amy Woods:
47:29
Yeah, I completely agree. It's it's really comes down to really understanding your audience isn't as well, you know, who are you speaking to? And understanding them as best you can get in there and speaking to them, like the most engaged members of your audience, your customers, things like that, and just kind of deeply understanding them? And what they want? And who are you talking to? And making sure that you have that very nicely with the brand and who you are, what you stand for what you want be known for the kind of like, the vibe that you're putting out there as well. But yeah, I think things change very fast only. And I think you make a good point on like, the generations and how that sort of changing as well. So I think whatever you commit to it's not a commitment is it's always a testing an experiment, it's not a long term commitment to give things a go and just give them enough time, though, to actually get some, like real data and see if it seems to have been a good move or not, and make small tweaks as opposed to just like huge, big changes sometimes, because a small tweak might be all that you need when you're trying something new, rather than just an all out massive 360. But ya know, new audiences never been more important with all the options available to also think.
Neal Schaffer:
48:52
Yeah, Indeed, indeed. Well, Amy, we could go on for hours. Talking, I learned so much every time I speak with you, but I know that you have other things to do today. So I know that you know, you have a podcast, you've written a book, you provide services, the company, so I want to give you the time to really, you know, describe the different ways in which you can help members of our audience?
Amy Woods:
49:12
Well, I think I think that the best, I guess place to go would be our website. So content 10 x.com, one 0x. Because you can find lots of content. So there's, you know, hundreds of blog posts and podcast episodes and all about this all about repurposing content, and you know how to make more out of what you already have and maximize your content, that's probably like the best place and then, you know, if you want some more help with the actual, like, support with repurposing, then you'll find ways to connect with me to be able to speak with me on the site as well. But, but yeah, we offer, you know, all the way through to, you know, regular, like full end to end repurposing services to businesses. Like I said, free to free content blog podcast, or the book is not free, but it's a low price product. So the whole spectrum, you know, whatever stage anybody is, I'd love to think that we have something that we can help you with on maximizing and repurposing content. So yeah, content connect.com. And if you want to connect with me on LinkedIn, I shouldn't be hard to find any words content 10x, you'll find me. And if you connect with me, it'd be awesome to know that you. You listen to this podcast episode, so let me know when you connect, and that that would be really cool.
Neal Schaffer:
Awesome. Thank you so much, Amy. I look forward to continuing this conversation as things evolve. But thank you so much for your time and sharing all of your experience and expertise in my audience.
Amy Woods:
Thanks for having me on. It's been a blast. All right. I
Neal Schaffer:
50:48
really hope you enjoyed that interview. You know, when it comes to content repurposing. It's a very, very niche thing. But yet it touches so much of everything we do in digital marketing, that it really is a core skill set. And Amy just has this tremendous knowledge and perspective that I think we can all learn a lot from so if that topic interest you, I really do encourage you to check out her content TEDx podcast. And hey, did you know that I offer fractional cmo marketing consulting services, I don't talk a lot about like what I do for a living on this podcast because it's more to really educate, inspire you and to develop a relationship with you wherever you are listening in the world. But for those people listening and companies that want to take it one step further, I do offer a group mastermind it's a group coaching community called Digital First, we have been at maximum 15 people for some time, there is a waiting list, because it is a very, very reasonable price that gives you access to me and a community of digital entrepreneurs that are doers, we learn from each other, we support each other, we hold each other accountable, you can go to Neal schaffer.com/membership, for that, but I also have a one on one consulting that I do with clients over zoom or in person, if you're here in Southern California, or if you want to fly me out wherever in the world, and pay for my travel more than happy to do that, you can go to Neal schaffer.com/cmo, and find out more about those consulting services. I am here to serve. And if just listening to my podcast, I'm serving you, that's all great. But if you feel like you need a little bit more hand holding more customized teaching, according to your specific situation, please do feel free to reach out at one of those URLs. Hey, that's it for me. I want to remind you to always keep your eye on the goal and to be an option for your community, for your customers, for the public for the world. I believe that marketing, in its own way can help achieve world peace. And I know that each one of you serving your community, your customers, you're also helping to bring about world peace on a small scale. But when we all add that up together, we can achieve great things together. So keep listening to this podcast. Make sure you hit the subscribe button if you haven't, feel free to share it. If you enjoyed this episode, review it on your favorite podcast app or just click a five star on Spotify, if that's your thing. But hey, the more we support each other, the more we can do great things together. I'll leave you with that as my last note for this episode. This is your digital marketing coach Neal Schaffer signing off. You've been listening to your digital marketing coach, questions, comments, requests, links, go to podcast dot Neal schaffer.com. Get the show notes to this and 200 plus podcast episodes and Neal schaffer.com to tap into the 400 Plus blog posts that Neil has published to support your business. While you're there, check out Neil's Digital First group coaching membership community if you or your business needs a little helping hand. See you next time on your digital marketing coach.
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