If you have ever produced deliver a public talk then you know how much time and effort it takes to do it well. If you take a look at the recommendations from Ted Talks on preparation, you begin to get an understanding of the tremendous amount of work. The timeline Ted Talks outlines demonstrates the mountain of work and practice time needed to make those twenty minutes seem more like a conversation than a talk.
Many people will not have that level of notice. There are also different types of talks, audiences and, depending on your career, ones that are far more critical in terms of your profile. If you regularly deliver talks as part of your job or business, then you could benefit from getting more reach and impact from the time, and energy you invest.
Remember that a great talk, doesn’t just rehash existing knowledge. Great talks help move people forward in their life or profession, they add value, provide new insights or a new perspective on existing knowledge. Putting a lot of work into one talk, coming up with new ideas, research or a shift in how it is perceived is tough.
Great talks also engage us emotionally, they tell a story through a strong narrative that the audience can relate to. Storytelling isn’t easy. This is probably the most challenging part of creating a talk and building your script. However, research shows that telling a story makes your talk much more memorable.
When we consume uninteresting information, like listening to a presentation with boring bullet points, a certain part of our brain called the Wernicke’s area is activated to translate the words into meaning. And that’s about all that happens.
But when we hear a story, our brains change dramatically. Not only are the language processing parts activated, but so are whatever areas that would be used if you were actually in the story yourself.
When we tell stories to others that have really influenced our way of thinking, we can actually have the same effect on our audience, as well. The brains of the storyteller and the story listener can actually synchronize, says Princeton’s Uri Hasson:
“By simply telling a story, [a person] could plant ideas, thoughts and emotions into the listeners’ brains.”
By telling a great story, you can actually change the way your audience thinks and even behaves.
We are swamped by content every day across all the different media channels. Unfortunately not all of that content is good, useful and doesn’t add value to people. In fact much of the content is the same, or if any difference, then it is marginal. With so much media competing for our attention then it’s important to stand out from the crowd.
The Benefits of Repurposing Your Content
The biggest benefit is that you’ll reach more potential customers. Some people prefer to read while others prefer to listen. Some people prefer handouts to absorb a new skill while others prefer to read a step-by-step outline with examples.
By repurposing content in different formats you’ll reach the people who might not read a blog post, but would listen to a podcast that reads it to them.
Additionally, graphics – such as memes or infographics – get shared more often. If you turn a lengthy article into bite-sized graphical pieces, you’ll have more opportunities to get your message shared via more channels.
Repurposing The Different Types of Content
The channels you use to build your brand need a constant level of attention. Your audience will have an expectation of how often you post new content. But content production is demanding. Content marketing is like a factory process, albeit there are different types of content that are finished products. At the start of the production process you have your raw materials – your ideas and thoughts. These are then fed into the factory.
Different parts of the factory are setup to produce different products: talks, webinars, blog posts, ebooks, books and courses. Some of these production processes require more time and resources than others and are more complex. As an example if you want to produce a webinar then you need to have a slides but not necessarily a script. Now this is fairly similar to a talk.
An obvious way of repurposing your content then is to repurpose your talk into a webinar. The only difference that you might consider is to make your slides more detailed. Why? When you deliver a talk you are the centre of attention and the slides are the support. In a webinar your slides take centre stage and you are then using them to put across your ideas. You can afford to add more information to your slides (but still maintaining design integrity).
A course is more structured and aimed at educating an audience. In contrast to a talk a course needs a much more structured and instructional detail. However, the research and time you have put into developing a talk can be turned into a course. As you build expertise and produce content over time you should consider how and what content can be repurposed for your different channels.
Probably the easiest way to repurpose your talk is to turn it into a blog post. If you have produced a script then you can use this as your start point. Your blog can use images, references, links and videos from sources such as YouTube. A great blog post not only builds your brand on your website, it also helps your search engine optimisation (SEO).
Some Ideas To Repurpose Your Talk
Not everyone will make it to your talk – it’s just limited by the timing, size of venue and tickets. Even if it is live streamed you will only reach so many people.
- Talk To Tutorials – Break it down into smaller sections and videos – this can be placed on your website and/or on YouTube.
- Talk to Blog Posts – An easy way to make more of your talk. Depending on your talk you will be able to more than blog post from the topic.
- Talk to Podcast – The average podcast is about 30 mins but research shows that customers prefer podcasts that are between 16 – 20 mins long.
- Talk to Course – Over time your talks can be built into a course – using the ideas, research and materials.
- Talk to Webinar – This is another easy way to convert your talk into a useful media. Another benefit is that you can host your webinar multiple times.
Take The Long View When Repurposing