how to repurpose healthcare web content
Post on 06-Jul-2015
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DESCRIPTIONYou're producing all this contentfor patients, staff, leaders and your healthcare organization's surrounding community. Here's how to give that content longer legs and more traction without starting from scratch.
- 1. Repurposing web content
2. Content thats not repurposed is content that never grows to its full potential 3. Thinking series with dierent angles Targeting dierent audiences Using a dierent format What is repurposing : R E P U R P O S I N G W E B C O N T E N T Tweaking Copying and pasting it somewhere else One-size-ts-all formatting Its having a compelling topic, gathering the right information up front and then... NOT 4. A great example of repurposing content: Hollywood : R E P U R P O S I N G W E B C O N T E N T 5. Starts with a book Which becomes a movie With trailers Then a soundtrack Next, the DVD With: Directors cuts Behind the scenes Interviews with actors Then, its a video game And part 2 of the movie Before you know it... : R E P U R P O S I N G W E B C O N T E N T 6. You have Fast and the Furious... Part 6! : R E P U R P O S I N G W E B C O N T E N T And yes, there will be a part 7 If they can do it in Hollywood, we can in healthcare... 7. Web content is an asset It takes your time and creativity Search engines love lots of content It promotes your sta It drives patient volume It encourages engagement : R E P U R P O S I N G W E B C O N T E N T 8. 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 : R E P U R P O S I N G W E B C O N T E N T 9. For current content, ask: Is it worth it? Has similar content gotten high trac? Has it gotten particularly low trac? Does it still support our goals? Could the content have more than one audience? : R E P U R P O S I N G W E B C O N T E N T Especially patients 10. 5 Steps to repurposing content 11. : R E P U R P O S I N G W E B C O N T E N T Then repurpose for: Referring physicians Internal sta Local news outlets Whoever else Step 1: Start with the patient angle 12. 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 : R E P U R P O S I N G W E B C O N T E N T 13. Step 3: Pick other formats Infographic Social media updates Slideshows Q&A feature : R E P U R P O S I N G W E B C O N T E N T 14. Step 4: Identify other vehicles Digital signage Main website Printed pieces : R E P U R P O S I N G W E B C O N T E N T Social media External website Industry publication 15. Step 5: Always drive people back to the website : R E P U R P O S I N G W E B C O N T E N T 16. 3 Heads Ups 17. Heads up 1: No duplicate content : R E P U R P O S I N G W E B C O N T E N T Google doesnt like it. People can spot it. 18. Get patient consent to repurpose content Any vendor agreements should say you can do what you want with the work Physicians and medical sta should know it could end up anywhere Heads up 2: Give the disclaimer : R E P U R P O S I N G W E B C O N T E N T 19. After youve squeezed everything you can out of your content, keep it up only as long as its relevant and driving trac. Otherwise, hit delete. : R E P U R P O S I N G W E B C O N T E N T Heads up 3: What goes up must come down