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Getting the Most ROI out of Your Marketing Content

In Blog by A. Lee Judge

Getting the highest content marketing ROI is an important goal to incorporate into your marketing strategy. It’s already well known how useful content can be for your business, however, should you stop at long-form written content, videos and podcasts, or is there a way to get more out of each piece of material you create? 

According to Biteable, who surveyed over 650 marketers and small business owners using SurveyMonkey Audience, video is still the preferred type of content and 94% of marketers who use video plan to continue. This is because the majority of consumers, 54% percent, enjoy and want to see more footage from businesses. However, video isn’t the only type of content that’s hot. Long-form quality written content is getting more engagement than shorter posts on Facebook and Twitter — 22.6% and 68.1% more, to be exact. But the content that’s currently taking the world by storm — is podcasting. According to Oberlo, there are currently 850,000 active podcasts and 30 million podcast episodes, listeners consume an average of 7 podcasts per week, and podcast advertising revenues are expected to surpass $1 billion this year. 

Taking all this into consideration, how can you remix your content to achieve the most content marketing ROI?

Here are some of our suggestions that will make your marketing strategy go from good to fabulous:

Choose Your Content Pillars

Start with a plan. It isn’t enough to have an unconnected push of podcasts, videos, blogs and social posts. Often businesses believe that when they achieve a mix of different mediums they are covering their bases.

Unfortunately, this approach won’t get you far towards generating content marketing ROI. Everyone can write and create some level of podcast or video content nowadays; planning and strategy is what will set your business apart. If your business is already creating cornerstone content, that will be the essence of your content pillars. 

They will act as the base of your strategy and a starting point when it comes to repurposing content. If you only put a piece of content online and leave it alone, you won’t be getting your money’s worth for the time and effort you’ve put into it. By choosing your content pillars, you’ll be able to make a plan to break them down into bite-sized content goodies for different platforms and mediums. This will create consistency, as all your content will revolve around a few critical topics which you can later expand on. Having them interwoven also has SEO benefits.

Create Your Content for Marketing ROI

Once you’ve come up with a strategy, it’s time to act on it by creating content. Starting with podcasts is one of the most efficient ways to ensure you’ll be able to do the content remix. Podcasts can be repurposed as video content, blogs, social media graphics, case studies, and more. It allows information to be personal, boost brand awareness and loyalty, and is cost effective. Podcast content is growing each year, and this trend isn’t going to stop anytime soon as well. Statista projects that by 2024 there will be approximately 164 million listeners. 

Create a few podcasts about your content topic, followed by a few long-form written content posts. The suggested length is at least 800 to 1000 words, with 1600 being optimal. The length and type of podcast can vary — make sure you’ve covered the topic in the best way possible.

Generally speaking, videos and long-form posts are the best type of content to repurpose into different formats. However, with the rise in popularity of podcasts, they’re also a great choice in getting content marketing ROI.

Repurposing Podcasts for Content ROI

If you’re looking to start doing podcasts, but don’t have the time or resources, you could remix your videos into audio content. Podcasts are popular because they’re even easier to consume on-the-go than videos are. They are an ideal type of content for “passive learning” and ideal for people who are on the move; whether it be during a long commute or working out.

Podcasts can easily be formatted into written content, videos, infographics, social media posts, e-books, course content, email content and more. By repurposing your podcast content you have the opportunity to reach new audiences, provide more value for your listeners, and create transparent brand awareness. The best part of this process is you’ve already done the hard part — planning, researching, recording and publishing the episode. Now, it’s all about repackaging and sharing the information in new ways.

Repurpose Podcasts into Written Content

A podcast can quickly become written content, either as a companion to the podcast itself or to stand alone. However, that might take a bit more work than just transcribing the podcast word for word. You’ll want to make sure that the content makes sense as a written piece as well.  When using the podcast to generate the text for your written content, plan for 8-10 minutes for 1,500 words.

The main benefit of remixing podcasts into written content is SEO. Search engines still prefer written content, as do some users. You don’t want to alienate a part of your audience, which is why providing variety is a great way to make your content more productive.

Depending on the length of the podcast, the blog post can be repurposed to expand on the podcast or summarize it. The written content you create from doesn’t only have to be long-form. You could make it shorter for Facebook post optimized snippets, or use the podcast content as snippets to augment your social media strategy.

Transform a Long-Form Post into Podcasts

If you already have plenty of long-form written content, but you lack in audio content, you’re missing out opportunities to get more out of your content. Even though long-form written posts are great for optimizing your website and climbing the ranks of Google search results; augmenting it with the strength of audio content (i.e. podcasts) would certainly help.

Fortunately, if you have excellent written content, you likely have enough material to make a fantastic podcast on any of the topics you’ve covered. And after you’ve made it, you can then further remix your content. With podcasts, you’ll want to shorten the written content into more conversationally digestible phrases. This is because we listen differently than we read. Summarizing or quoting the text content into smaller bites can provide for more derivative content as well.

Various Ways to Repurpose Content

Longer videos remixed into teasers, snippets, or stories would be a great addition to your Instagram, Facebook, or Twitter profile. Podcasts can be remixed into audiograms, videos, promotional images, or social graphics that too can help with growing your audience across social platforms. This remixed content will help you leverage the power of visual content on social media and drive your content marketing ROI.

As you now know, podcasts can be turned into more than just a blog post or written social media snippets. However, different platforms require different methods of content to ensure you’re reaching your maximum audience. 

Your social media profiles will likely require some short-form content and you will need a way to engage the audience a few times per week. In the case of Instagram, you may even want to post every day — so how do you fill this void?

Now that you know how to repurpose your content, you’ll be getting a better ROI out of it. What’s more, with your ultimate content goals in sight, you will also be able to create a more comprehensive content marketing strategy. 

Start remixing and enjoy higher conversions, engagement, and increase the value that you get out of each piece of content. Want to learn more? Talk to a professional Content Monsta!