How to turn one conversation into 5 pieces of rich content

Posted: 10/4/2018

As a content creator I cherish the opportunity to get a quick 15-minute conversation with a subject matter expert or an interview with a visionary executive.

Because I know that, if done correctly, we can extract some really good material from those interviews and turn them into five or more rich pieces of content. Here’s how:

  • Bylined article. A longer-form written piece of content is typically a good place to start. Go into it with a particular story premise in mind; one that you’ve already pitched and secured interest in publishing from an industry trade publication or other news site. This type of content should be informational, educational and non-promotional in tone.
  • Blog. Repurpose the long-form written piece into a 300-word (or so) blog post for the company website. This time you can be a little more promotional. Don’t get too sales-y, though, or you risk turning off the reader quickly. Keep it informative, engaging and be sure to give it a quippy, clickable headline. Challenge yourself to get multiple blogs out of one long-form article. Perhaps a Part 1 and Part 2 of one thought broken into shorter, digestible pieces. Or it could be a shorter-form version of the longer article plus a “listicle” that promotes “5 ways to do this” or “6 tips for doing that” type of content.
  • Video. We always need to think visually when producing content, and by shooting your subject matter expert interviews on video you’ll maximize what you’re able to get out of it. Turn this rich content into quick-hitting, 1- to 2-minute “ask the expert” type of videos by adding some simple graphics and b-roll to the edit, and you’ve got some really good content to work into your marketing program. Distribute them on social media or in e-blasts. Run them in loops at tradeshows and speaking engagements. Even use them in sales presentations. The options are endless, and audiences absolutely love video. As an additional bonus, publish your interview transcripts along with the actual video footage on YouTube to claim the greatest SEO benefits, as well.
  • Facebook/Instagram/LinkedIn posts. Beyond the obvious promotion and linking to the long-form and blog content above via the company’s social media channels, create one-off, visual-based social media posts that repurpose the best parts of your conversation. Task your graphic design resources or use an online tool like Canva to create text-based or text-and-image-based social posts. Do this by pulling out a particularly memorable quote or piece of data from your conversation that would stand well on its own, and put a little design flair around it. If you look hard enough you can probably create two or three of these from one interview.
  • Infographic or interactive content. Similarly, but more comprehensive in nature, create an infographic to support one of the core themes of the subject matter expert conversation. Or turn part of the conversation into a mini-quiz or quick survey to engage your audience with.

A good content creator is going to know how to frame conversations with subject matter experts to draw out multiple forms of content that are engaging and drive desired results. The good ones can also listen to the initial conversation for ideas worth exploring the next time for another five or more pieces of good, rich content.

From there the cycle continues, and everybody wins.

Hit up Houck Agency for content marketing ideas on how you can repurpose existing content and create a stream of good, new material for your target audiences to consume.