Repurposing web content

Content that’s not repurposed is content that never grows to its

full potential

Thinking series with different angles

Targeting different audiences

Using a different format

What is “repurposing”

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Tweaking

Copying and pastingit somewhere else

One-size-fits-all formatting

It’s having a compelling topic, gathering the right information up front and then...

NOT

A great example of repurposing content:

Hollywood

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Starts with a book

Which becomes a movie With trailers

Then a soundtrack

Next, the DVD

With:Director’s cuts

Behind the scenesInterviews with actors

Then, it’s a video game And part 2 of the movie

Before you know it...

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You have Fast and the Furious...

Part 6!

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And yes, there will be

a part 7

If they can do it in Hollywood, we can in healthcare...

Web content is an asset

It takes your time and creativity

Search engines love lots of content

It promotes your staff

It drives patient volume

It encourages engagement

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To repurpose new content: Think strategically

Why are we creating this content?

Who is the primary target audience?

Who are secondary target audiences?

What is the goal?

Then other angles, formats and vehicles

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For current content, ask: Is it worth it?

Has similar content gotten high traffic?

Has it gotten particularly low traffic?

Does it still support our goals?

Could the content have more than one audience?

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Especially patients

5 Steps to repurposing content

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Then repurpose for:

•Referring physicians

•Internal staff

•Local news outlets

•Whoever else

Step 1:Start with the patient angle

•More elements in a feature article:

quotes, stats, narrative explanations

•Easier to get everything through review process

•Easier to carve into other content types

Step 2:Start with the feature article

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Step 3: Pick other formats

•Infographic

•Social media updates

•Slideshows

•Q&A feature

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♺

Step 4: Identify other vehicles

Digital signage

Main website

Printed pieces

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Social media

External website

Industry publication

Step 5: Always drive people back to the website

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3 Heads Ups

Heads up 1: No duplicate content

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Google doesn’t like it.People can spot it.

• Get patient consent to repurpose content

• Any vendor agreements should say you can do what you want with the work

• Physicians and medical staff should know it could end up anywhere

Heads up 2: Give the disclaimer

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After you’ve squeezed everything you can out of your content, keep it up only as long

as it’s relevant and driving traffic. Otherwise, hit delete.

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Heads up 3: What goes up must

come down