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How to be everywhere with your content

Hey ūüĎč

Are you maximizing your content?

Chances are you’re not.

Does this sound like your normal process:

  1. You create a great piece of content. 
  2. You click publish on one platform. 
  3. You’re off to the next great post or article.

This tends to be the process for most creators, but when you do this, you are inadvertently asking your content to do a lot of heavy lifting for you because the content you just posted is already on its way to the bottom of someone’s feed. Ouch.¬† ¬†

You can do better. To get the most from every piece of content you produce, you need to think about the content pyramid.

Unleash the “Power of the Pyramid”

The Content Pyramid provides a guide for the types of content you produce and provides you with a roadmap for repurposing. Using the Pyramid will help you create once and then use it multiple times. 

Repurposing is how your content can be everywhere. 

Here’s how you do it.

It’s all about the levels.

From this creating clarity edition, you may recall, the Content Pyramid has four levels: written, images, audio, and video. 

After creating a piece of content on one level, take the same content and create a “new” post on a different level of the Pyramid. Here’s how it would look.¬†

If you start with written content, you can use it to:

  1. Create an infographic
  2. Create a quote image.
  3. Record yourself reading your content to create an audio file.
  4. Record yourself with a camera or phone reading your content to create a video.

A program like BIGVU can help you with number four.

BIGVU

If you start with an image, you can create:

  1. Infographic
  2. Quote pictures
  3. Gifs
  4. Memes 
  5. Screenshots
  6. And even NFTs

Canva is an excellent resource for creating various types of image-based content.  

canva

If you start with audio:

  1. Transcribe your audio to create a written post
  2. Create snippets for social share files
  3. Turn highlights into images

Descript will allow you to do all three for free.

Descript

Finally, video allows you to move from top to bottom on the Pyramid to:

  1. Remove audio from the video to create a podcast or audio file.
  2. Use screenshots for visuals.
  3. Transcribe the video for written content.

Distribution to other platforms.

You can distribute your content on many platforms, which map to a specific level on the Pyramid. Here are a few platforms to consider, mapped to their respective Pyramid level.

Written content platforms.

  1. Your website
  2. LinkedIn
  3. Twitter
  4. Medium

 Image content platforms.

  1. Pinterest
  2. Instagram
  3. Twitter
  4. LinkedIn
  5. Your website

 Audio content platforms.

  1. Spotify (Anchor)
  2. Apple podcasts
  3. All podcast platforms
  4. Your website

Anchor is a great place to start because it is free.

Anchor.fm
 

Video content platforms.  

  1. Youtube
  2. LinkedIn
  3. Instagram
  4. Your website

Repurposing to other platforms

While different platforms have a specific vibe and content type, in many cases, the effort it takes to convert your content to another platform is minimal. 

Written content, for example, simply requires you to copy, paste, and publish to the new platform.

Here’s an example of how I use repurposing for this newsletter. Once written, I post it to three platforms for distribution.

  1. The Distilled Brand Website
  2. My email service provider (ActiveCampaign)
  3. My Twitter newsletter (Revue)

Additionally, every newsletter will eventually become the topic of my weekly LinkedIn Live, The Distilled Brand Happy Hour. The Live video gets distributed to LinkedIn, Youtube, and Facebook. 

So from one newsletter, I get six pieces of content.

  1. Website Post
  2. Subscriber newsletter
  3. Twitter newsletter
  4. LinkedIn video post 
  5. Youtube video post
  6. Facebook video post

Eventually, I’ll go back through the video and find snippets to create and post using Descript.¬†

So, the next time you publish a piece of content, ask where else on the Pyramid could you repurpose and distribute the content with the least effort. 

Get in the habit of doing this for each piece of content you create, and soon, others will be asking how you are able to be everywhere. 


That’s it for this edition of Creating Clarity. See you next week.

Cheers ūüćļ

Ryan

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