Saturday, August 25, 2007

Add Value With Repurposed Content

Recently I wrote about the value of repurposed content. As writers and editors, we have a lot of this material which is "hanging around." Are you using it?

In the next few weeks, I will be releasing a new product into the marketplace. It is premature to write about the specifics but I can tell you about the process and hopefully help some of you readers to think creatively about some of your material and how it can be repurposed.

I'm still in the preparation stage to release this new product. I have purchased a website address and I'm in the process of building a landing page. If you don't know this term, landing page, it is a one-page website with persuasive words where someone can purchase the new product. If you want to learn more in depth about this process, I'd encourage you to pick up a copy of Bob Bly's four audio CD set called The Internet Marketing Retirement Plan. While many people try to make the Internet marketing process into something complex (and charge an expensive price to teach it to you), Bob and Fred Gleeck reduce it into three simple steps. This set of CDs is packed with information. I've listened to all of it twice and learn something new each time. I'm sure I would benefit from a third session with it.

While there are several key factors to building a good landing page, one portion of the process is adding some bonus items to the purchase which have value for the customer. Some times I will purchase a product not because of that particular product but because of the attractive bonus which comes with that product. I suspect my buying habits are fairly typical in this area.

As I was considering the possibilities for the bonus items, I turned to something which has been sitting around in my desk drawer for several years. I’ve been traveling around the United States and Canada teaching at various writers' conferences. Usually, my workshops are recorded and I receive a copy of the CD presentation. Normally I pick it up at the conference (if available), tuck it into my carry-on luggage and bring it home. When I unpack, I put the workshop into my desk drawer where it is not replayed and does absolute zero good for anyone (including me).

Over the last few months, I've been listening to the CDs from Mega Book Marketing University 2006 and Mega Book Marketing University 2007. Each of these presentations begins and ends with the same jazzy little tune. From the instant you turn on the program, the music begins and it mentally prepares you for the next speaker. In simplistic terms, it's called branding and each of these CDs are branded or connected through the music. I've learned this music is called "needle music" and if you search for it online, you can find many different vendors for royalty-free music.

Let's turn back to my need for some bonus items for my forthcoming product. I turned to these workshops which have been taught before live audiences and is my material in a readily available format. In a relatively short amount of time, I extracted the workshop from the CD, selected a short piece of needle music, then branded the workshops so they contain identical music at the beginning and the end of the workshop. I know almost nothing about how to edit audio tapes. I used a program called Sound Forge which is menu-driven and simple to use. Just like you can use Microsoft Word to edit a text file, you can use Sound Forge to edit an audio program. If you are wondering about the illustration for this entry, it is the Sound Forge editing program from my computer. The little blue lines are audio music which I was editing.

The editing process wasn't a chore but actually fun. I snipped out some silence at the beginning of my workshop and added a few seconds of the music introduction. Then I moved to the end of the workshop and again cut out some silence so it ended with some applause from the audience. Then I added a few more seconds of the same music. Now my workshops are a package and I've repurposed my content. These audio workshops will become a valuable addition to my product.

Here's my question with this entry about The Writing Life: what are you doing with your material to repurpose it and add value to your products? Explore the possibilities and the results may surprise you.

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2 Comment:

At 6:22 PM, Blogger Bonnie S. Calhoun Left a note...

Wow...that is great advice Terry. You are always on the ball...and my lead guru on internet marketing...LOL!

I just taught two workshops at Phila, so I will start saving them now!

At 8:09 PM, Blogger Brandy Brow Left a note...

Hi Terry,

I love, love, love how your eyes and ears are ever open and searching for new and different ways to connect in the marketplace. And that you pass on that information as you find it. Thank you for sharing such valuable insight so often.



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