After the popularity of our eighth podcast episode, "Use Your Existing Content to Get 5x Traffic Growth," we decided to show you an example of how to leverage one piece of marketing collateral and turn it into a dozen pieces you can use across platforms.
In this case, we'll take an interview.
Let's say you have secured an interview with a thought leader in your industry. This could be someone who is in your city doing a public speaking gig, someone located far away who agreed to a Skype interview, or a famous person who is answering a few questions for your blog via email. After you've conducted the interview, you don't want to just share it and forget it.
Here are 12 pieces of marketing collateral you can create from one event:
1. An interview announcement
Psych up your audience and get them excited about this special interview by creating a teaser beforehand. This can include a bio of the person you're interviewing, a single line from the interview (a "key point" or provocative statement) that you leak to the public before the interview is published, the podcast "when and where" details so people can listen in live, and more.
2. A full transcript from the interview
If you conducted the interview through audio or video, you'll want to hire a transcription specialist or have one of your staff do a full transcript of the interview. This is then used as a full article in your blog. Add a couple photos, tease out a couple of quotes into box text and you're done! Or you can hide the transcript or bonus interview minutes that were edited out as bonus features.
3. A How-to or 101 Tips blog post
Take the top three or five points from your guest's interview and turn them into a useful how-to post with quotes and research. Add some stats and your guest's bio and link to their website if needed.
4. An infographic or best quote social graphic
If your guest provided a lot of research-based or numbers-heavy information during the interview, consider culling those figures into a branded infographic to share with your audience. Infographics are widely shared. So are branded quotes in graphic format. Remember to cater to your visual learners!
5. A case study
A great interview will typically have a story or two told by the guest. If these anecdotes are helpful to your audience to learn how to get results before and after their problem, ask the guest if it's okay to turn their anecdote into a mini case study and provide some more details.
6. Multiple Tweets
Don't tweet the same thing over and over. Using different excerpts from the interview as your teaser text under 140 characters, craft multiple tweets that you can drip out prior to the interview, the day of, the day after, the week after, three months after, and six months after, as well as in a "best of" round up at the end of the year.
7. Five or Six Facebook posts
Using a similar drip schedule mentioned above, you can break out larger sections from the interview and craft them into different Facebook status updates for your page, attach photos or other media, or have a call and response for your audience to poll what they think.
8. Two Instagram posts
You can use Instagram with either plain photos or titled graphics to announce the interview before and after. If Instagram is where your main audience hangs out, consider creating more posts than two.
9. One LinkedIn article
Using the manual LinkedIn post feature, you should write up a blog-style post for your LN followers that engages them directly and encourages them to listen or watch the interview.
10. Testimonial for your home page
Did your interview guest have nice things to say about your business? Grab that snippet of transcribed text and format it for your testimonials on your home page. Easy breezy!
11. Research from the post
Any stats, numbers, or results shared in an interview can be compiled with established research to provide new insights to an industry or trend. Don't let the facts fall between the cracks. Use them as referral sources in white papers, ebooks, reports, or byline articles.
12. Email newsletter content
A behind-the-scenes letter about your experience with your guest will be highly appreciated by your newsletter subscribers. Always give your subscribers free bonus content--they've earned it.