Repurposing Content: One Video, Five Marketing Pieces

You're listening to Podiatry Marketing, conversations on building a successful podiatry practice with Tyson Franklin and Jim McDannald. Welcome back to Podiatry Marketing. I'm your host, Jim McDannald. Join as always with my trusty cohost who loves maple syrup, Tyson Franklin. Tyson, how's it going?

Oh, fantastic. Very big, Jim. And I do love maple syrup. As we were talking off air about my love of maple syrup.

Like, I knew you were a Canada guy, but I didn't realize it's like, your your love for maple syrup is I mean, everybody loves maple syrup, I think, but you're you're definitely on the you're a big fan.

Oh, yeah. Like, I probably have it every day. Every day, I would have it. Because like I said, for breakfast, I either have oats with maple syrup, cottage cheese on toast with maple syrup, or I might make a come back from the gym, make a, like, a protein shake with banana and oats and maple syrup.

There you go.

So and I was just talking about when I was in Canada, I bought a bottle of maple whiskey, which didn't last very long. Makes me wonder why have I not just put maple syrup with whiskey and done it myself.

Yeah. We'll we'll talk about it next week once you give it a go.

I will. I'm gonna give it a shot and see see what basically happens. Sure. So today's topic is not about the love of maple or cranberries is the other thing we spoke about. Today, we're talking about repurposing content so we can just take one video and create five marketing pieces or more.

It's it's really up to you. And as podiatrists, we are busy. So if you're in your clinic, we're extremely busy. So you don't have time to be there. Just every time you come up with an idea, trying to, oh, I've gotta create something new.

I've gotta create something new. And I think that's what what was exactly you say best? You know? Was it paralysis by analysis? Where you think about doing something so long that and you look at, oh, should I do this or should I do that?

And you end up shooting all over yourself, and you end up doing nothing. I think if you can repurpose content, create, like, one video, for example, and that's what I'm gonna use as an example, is you create one video, and then from that, do do a spin off of all these other things that you can use and put them on different platforms at different times. And like I said, from one video, you can create five or more marketing pieces that can actually all work together. And by having them on different platforms at different times, you get more visibility. It it boosts your it builds your trust, and it will it will actually bring in new patients.

I think it makes a lot of sense because, you know, time is that one resource that no one seems to have enough of. Right? So if you can kinda get do one thing and potentially get five different pieces out of it, I think that's a it's a no brainer for for people looking to increase the online visibility of the practice.

Yeah. So the first part of it all is to create a video. For some people, that's gonna be really easy. I know some podiatrists, you just, as soon as they hear the click of a camera going, they can just turn to it straight away, and they're they're like a news reader. And other people, it's it's not so easy.

So if you're not comfortable in front of a camera, is there somebody else in your business who is? Or there are other ways you can create videos, but I think we've spoken about that in other other episodes. But the main thing is create a video, and it might be and it's just a short educational video. This this is what you're after. And it could be two minutes long, three minutes, or, yeah, maybe up to five minutes.

I don't think you wanna make them too long. Until you've got a a really good reputation or great following of your videos, I don't think you wanna make your videos too long. You haven't earned that amount of time yet. So I think keep them relatively short, and the topic that you choose has got to be aimed at your ideal patient. Don't do videos on stuff that you have no interest on, and and your patients don't either.

So simple things like three simple tips for preventing heel pain is a no brainer. Or how to choose the right footwear for your particular job or your occupation is also really, really simple.

I think that's a great idea. Like like you talked about previously, you know, sometimes if you basically talk about everything, kinda like people are easy to ignore it, right, if you don't have a point of view or you're just gonna like, if your website, you know, has the top 50 diagnosis and top 50 treatments and you have, you know, just tons of videos about all these different topics that maybe you don't even really care about or wanna see in your practice, it's not gonna speak to anybody. So when you really are clear about, you know, your messaging and, like, who you're speaking to, I think it's really, really important.

Yeah. And the main part when you're doing your videos is just make it really clear. Like like, write a script. Rehearse the script if you want to. There's a few tips and secrets on why they can do that, which I can't get into now.

But it's just have a really clear message. What it is that you're trying to do? What problem are you actually solving? Don't waffle. I've seen some videos where it's just They're just waffling on.

They're they're not actually getting to it in the ninety seconds in the video, and they still haven't even touched on the first point that they're trying to share. And that will turn people off. And I think and just as a side note, if you are creating a video, you put it onto YouTube. A tip that I heard recently was do not ask for a like or for someone to subscribe to your channel at the beginning of the video. Ask for it at the end of the video or towards the end of the video or halfway through.

Don't say, oh, but before I tell you my three tips, if you like this video, please if you like my videos, please subscribe. It might be the first video they've seen. Some might go, I don't even know if I like it yet. And then they've totally forgotten that you asked, and they watch the rest of the video, and then they leave. So that was just a side note I picked up recently.

No. That makes total sense. I think we've talked about in the past, but like you you've mentioned that, you know, you really wanna have a friendly tone for these folks, and you really wanna focus on solving their problems. Right? People are if you're talking about, like you said, you know, three simple tips for preventing heel pain, like, that's the real core focus.

Right? Like, they're they're watching that video because they wanna get they don't necessarily wanna see your smiling face or, like, some silly joke you're gonna tell me that provides a little bit of personality. But when you're if you're if you're doing this video, do those things. You know? Make sure you deliver on that promise, especially the whatever you title it, you wanna make sure that you're focused on solving that problem because that's why they probably clicked on it in the first place.

Yeah. And people might be listening to this game. I've ordered a YouTube. You waffle on at the beginning of your podcast. But it's our podcast.

We're we're allowed to. We're allowed to waffle on whatever we want. But hey, please like and subscribe. But here's the difference. Look, because what we're doing as a podcast is a slightly longer form.

Most of our episodes, twenty to thirty minutes. So you can afford to have that little bit of banter at the beginning and a and a bit of a laugh, and then you get into the topic. But if you're doing a two to five minute video, you don't you can't afford to be to be wasting time. You really wanna just dive into it. So what I'm gonna do is go through, like, taking that video, repurposing it into, like, five marketing assets.

And the first one is just social media clips. So you can take your video and you can if you've done, say, a five minute one. If you've done a one minute video, you're not gonna break it down into one minute videos. But if you've done a five minute video, for example, you can go through that video and take out, like, a fifteen to sixty second snippet of that video, and then you can put it onto, like, Instagram reels, Facebook shorts, YouTube. And if you're into TikTok, you can actually put it on TikTok.

And I'm not discrediting TikTok. I know a lot of people that use TikTok and do extremely well from it.

Absolutely. And there there's software that can help you do that. I'd I utilize something called Opus Clips or Opus clip. And if you take that original video, even if you just put in sometimes the YouTube link video after you upload it to YouTube and say, you know, how long you want it to be, you can get those auto automatically. It'll obviously, it'll also transcribe some of them and provide the title and description, but just make sure you go back and check that that's actually what the kind of terminology and and those are, like it's kind of along the lines of what you're trying to get out there, but there are ways to definitely optimize that and make it even faster than, you know, you don't have to really get into the deep deep weeds of audio or video editing.

Yeah. But I must say I've been using Opuscript the last month or so. And sometimes it does a great job, and other times, I just go, what? How did you even think that was that was any good? Sometimes it's just not that great.

But it is one of those things. It's a fast way of creating a lot of content from from a short video. But the other part with the two, like, with using Opus clip or some other programs is you can add captions, you can bold headings, you can put a a bit of a hook at the beginning. And yeah. So that's that's a great way where we can create artwork over the top of these videos depending on which platform you're gonna put on it.

So in fact, you could take a five minute video, you could create, say for example, three short videos, but you could adapt it in so many ways and put it in four different platforms if you wanted to. So that's a lot of content that's going out there at any one time. And the reason why this works, these short videos, is quick videos that can perform really well on social media because it just gets engagement. People will see a short video and they'll see how long it goes for. They go, I've got ten minutes.

I've got sixty seconds. I don't mind watching that. Whereas they see videos seventeen minutes, they're like, yeah. Yeah. Probably not.

I don't have and I do do you do this? When I go to YouTube, because I use YouTube a lot to search, and I hope it's something was trying to search something recently about a a new shaver, you know, like an electric razor for my father-in-law. Having a bit of a problem with the charging of it. So I said, okay. Here's the brand.

Some problems about recharging it. Anyway, about 10 different videos came up. I looked for the shortest video. There were some that were eight minutes, some were five and up, then I found one fifty two seconds. I went straight to that one.

And then after I did that, I went back and looked, and that one had had, like, 50 times more views than any of the other videos. Because our concentration span is atrocious.

Yeah. It's pretty bad.

So the next thing, you can take that video, and you can actually the second thing you can do from it is write some blog articles, some blog posts, which I know you're a fan of, Jim.

No. I love writing blog post article, but I think, like you talked about, these different AI tools make it so easy to to do so once you have the transcript. Some of the video software that you and I both use can help you basically write that blog post as well. So

Oh, it's just a breeze. Yeah. Like you say, you take the video, you get the transcript done, which is really easy using something like Descript that you and I both use all the time. You can come up with great headlines with Descript. It can help you do that.

And there's other programs, ChatGTP. You can put the transcript into there and say, give me some good headlines. So if anyone's ever seen any of my blog posts or the podiatry legends podcast, a lot of times, a lot the titles that I've come up with the episodes, I have used AI to help me create the title. Sometimes I don't always agree with it, but but I have used it. But you can break that transcript into different types of you can do a couple of different blog posts from it.

You can come up with dot points, which I've done a lot with some of our transcripts. Yeah. And the other thing you can do, and I do this with nearly all my blog posts, is I put the video at the top of the blog post. So people can click on that, they can watch the video, but then I may sometimes have the whole transcript there that they can read through, or I will have dot points in order of what the video is going through that they can actually read the dot points as they're going through. And overall, it it boosts your SEO, but I just find as a an end user myself, when I've seen other people do this, I like watching the video, but actually reading through the dot points, and I can actually go ahead of the video so I know what's coming up.

So I'm gonna go, okay. I wanna hang around till basically the end of it, especially if it's a short video.

But like you're talking about, that's a a great way to kind of encourage engagement and keep people on the page and, you know, like, maybe they they like the idea of that blog post or that, you know, the transcript, but having the video be there is just a way to keep them there on longer. And we have Google Analytics installed and someone's staying on your page. Maybe it's something around heel pain or maybe it's some other topic, but the longer people stay on that page is a huge signal to Google that people are you know, the the search query if you they found you through Google search and they went to that page and they stayed there for a longer period of time, it's a huge signal to Google to say, okay. People that search for this thing really like this page, so we should be sending more people there. So it does lead into this, you know, boost in your SEO like you mentioned.

Yeah. So point number three, using this information in your newsletter content, which just makes sense. And people probably listen to this going, oh, I already do that. That's good. Then keep listening.

There'll be something else you're not doing. But you use the blog post or the video summary to just make the email blast that you're doing or in your newsletter, just make it better. And I do this with my newsletter. It's exactly the same thing. Usually, it opens with the video of whatever the topic I was going to talk about, and then I'll have a a brief short introduction of what the video is all about.

And then when they click on that, it's embedded so it goes back to my website, which is where I want them. I want them to be on my website because once they're there, there's usually then a call to action whether it's, hey, Come and learn this about coaching. Oh, here's some something else that you can actually listen to or read, or here's a a podcast. For a podiatrist, it'd be you're linking through the here. Book an appointment, or here is a spot where you can click to ask a question or get in contact with the clinic.

Absolutely. The newsletter is you know, you own those emails. Right? Obviously, the you're the patient is allowing you to email them and you know, with their permission, but it's a very powerful tool. So, you you have that information from the video, so why not include it as kind of the one of the baseline pieces of information in that newsletter.

I just think your email newsletter, and we've spoken about it. We've probably mentioned it 30 times over a 80 episodes that if you're not currently doing an email newsletter, please reach out to us and tell us why. Because it is one of the cheapest and easiest ways to stay top of mind with your patients, and and and it's just they're not hard to put together. Once you've got the template on putting it together, they're really fast. Yep.

Okay. Number four is you can use it to create a like a graphic, but a quote of something you may have actually said in that particular video. And I like using Canva. I use Canva a lot. I don't know if you use Canva at all, Jim.

I'll use it every once in a while. I use probably Photoshop a lot more, but Canva is a good program for those that are little yeah. Like, it's it's a very powerful tool.

So you create a quote. So there might be something that you've said in there, and the quote could be, pain in the heel is not always plantar fasciitis. That could be the quote. So people will see that and go, oh, what's that all about? And then underneath it, you could have a link back to the actual video.

They click on the video. Oh, it goes back to the or back to the website. So and this is where you're just you're grabbing their their attention more often because that quote might be, say for example, on Instagram. Your video might be on YouTube or something else on your website, but you might be doing something else on Facebook.

That makes a lot of sense. You just have to you know, it it's not always video. It's not always just, you know, like people maybe aren't so excited about the blog post. But when you can have some visual element, like you talked about it, and it kind of the it kind of shows your expertise on some of these different channels, it's another opportunity to kind of repurpose that I think makes a lot of sense.

Yeah. And the fifth point or the fifth way that you can actually repurpose was and this is a visual thing again, is creating an infographic. So on episode one fifty four, we we talked about using infographics to educate and inform. So if you haven't listened to that episode, shame on you. Go back to one fifty four and just keep listening.

Go back and listen to a 79 before this one. But the infographics, if you don't know what an infographic is, this is the definition that I wrote down. Infographics are visual representations of data or concepts designed to convey complex ideas quickly and clearly, making the information easy to digest. So everybody would have seen, you know, I would say, five ways to treat heel pain, and it's got one, two, three, four, five. And people can read through that, and it's it's pretty much taking you could take the same dot points you'd used in a blog article, or you might create five different blog points.

So the blog article you wrote and the dot points could be different to the infographic and the and the dot points. But you can see how the they can actually work together.

No. Not only do they work together, but I think, like we talked about, you know, when you repurpose this content, not only are you just having five different channels to put it on or five different looks, but, you know, think about the the way that patients are gonna interact with this. Right? Not everyone has the same some people like to read things. Some people like to, you know, watch videos.

Some people like to kinda see those dots connected for them like an infographics. So, you know, by by kind of being able to repurpose in these different ways, maybe you're gonna get additional patients because they just will connect better with the type of things you're putting out there.

Yeah. It's like I I like watching short videos on YouTube. If I really want some information, how to do x, I will go straight to YouTube, type it in, and if something comes up there, the shortest video is the first one I look for. And if I can get the answer from that, then I'm then I'm happy. Sometimes I might have to go through two or three.

It depends what the subject matter is. So if it's something technical, I wanna I want the fastest, quickest thing. If it's something related to smoking meat, I don't mind watching videos a little bit longer.

Yeah. You're a big fan of the smoking smoked meat. I know. I know.

Just as a as a bonus thing, and just wanna talk about scheduling. So once you've created your five pieces or 10 pieces, all the different ideas we've come up with, there's probably at least 10 more than five. So you can schedule them across one week because you might have something that comes out Monday, Tuesday, Wednesday, Thursday, Friday. Or you might get, no, I just wanna release something once a week or two bits a week. See, therefore, I might do it over a number of weeks.

So if you create so from one video, you might even be able to create enough content for a month if you're lazy. If you don't wanna do more than one video. But if you can struggle to just do one, I reckon you could probably create five, ten, 15 bits of content from that that you could schedule out throughout that month, and wouldn't sort of sort of stress you out too much. The other thing that people forget is you can recycle them every few months. You can repurpose repurposed content.

So you create the video, you create five, ten, 15 pieces from it, you put it out all over the place, and then four months later or six months later, you could grab that content and just shoot it all out again. Because I will guarantee a video that I did last week that I put out there, that the hundred people watched it, if I put that same video out again, I'll guarantee there's gonna be a number of people that never saw it the first time.

Yeah. I think we've mentioned that in the past is that sometimes we get a little bit shy about the kind of content we put out there and not wanting to repeat ourselves. I think as, you know, you wouldn't wanna go to the same community event the week after you were just there and give a talk again. But but like not everybody online is paying attention to what you're doing. So but like you said, by repurposing and reposting repurposed content in the future, like you're gonna get in touch with people that didn't see it the first time.

So there's no reason to have that shyness when it comes to the content you produce. If it's high quality, you know, the nice thing about it as well is that you can see what hits. You can get an idea of what your hit content is, what is resonating with people. Either repurposing and reposting that, or that's maybe creating more kind of content similar to that on different topics in the future, just so you're kind of learning from this kind of repurposed content.

And you mentioned touched on it before about using Google Analytics to see what's resonating with people. But even if you've shot videos in the past, you look at your number of views. The ones that have got really high view count, there's something about that video that really resonated with people. And so if you see it, they go, okay, can you do a slight twist on that? Or can you just if it if it's two years that passed, can you just reshoot the same video?

Reshoot it, you know, because I've got lot of videos that I shot with hair. So I've gotta go through and do all the the bold versions of my of my videos. And people will think it's all completely new. And you're not I always look at way. You're not the same person one year or two years later either.

You would have had more experiences in in life. You've got more scar tissue from whatever it is that you're doing. So if you were shooting the same video you did two years ago, I'll guarantee you're gonna deliver it differently. And if you've been doing videos on a regular basis, you're deliver it better than you did previously. You might have better lighting.

You might have a better microphone. So I look back at some of my old videos, and I go, something pretty bad.

Even when we first started recording this podcast, I looked Oh, I know. Back and I or listen back, and I'm like, wow. Our timing was kind of weird or, like, I sounded very strange in that that response, but you only get better by doing more of it, getting your reps in. And, yeah, that's super important. So and like you said, you learn so much by just getting your words and your thoughts out there in the open.

I think it's one thing to have things bouncing around in your head. Well, I should be doing this, I should be doing that. But to actually put them forward in a video or a blog or you express yourself, you know, having to explain to people why you're doing what you're doing in a, you know, an intelligent sounding, coherent bunch of sentences together. Until you do that, you know, you don't have it's not you're not really gonna get better necessarily.

Yeah. Something I'm gonna share with people is and I know I haven't spoken about this on the podcast, is my dad died when I was 17. And it's not it wasn't good. It was a shitty part of my life and for a number of years. But what was interesting, he nicest guy in the world.

Everyone loved him. Very similar to myself. Actually, he was completely different to me. He was very quiet. He was just a nice guy.

But he sort of he came. He was here for forty nine years. He died of a heart attack, and he left. There's no he didn't leave an imprint other than on me and my brother and and mom. And when we all die, there's there's nothing of him that's been left behind.

So I always think we all have a, like, a responsibility and an opportunity to share our thoughts, to put information out there, to create content, videos, whatever it is. Because I look back that, yeah, my kids and my grandchildren and all that become, there's gonna be so much stuff of me out there that they're gonna go, oh my god. Our grand our grandfather, great great great grandfather, was just a total media tart, wasn't he? Just loved the sound of his own voice. But I tell you, I would give anything to have just one video of my dad talking and just sharing something that was going on in his mind.

But I've got one audio recording I did when I was 10 when I was recording him and mom talking about something. And I've I've still got that today that I hang on to. So, yeah, I just think it's our responsibility to create this content, get it out there, share it with people, and try to make a difference.

That's very touching, Tyson. Yeah.

Yeah. What a I'm sorry to that wasn't supposed to be a downer. It's supposed to be a positive way to finish. Final thought is, like, you don't have to be everywhere all the time, but one solid video, you can create content for week for a week or a number of weeks depending what you wanna do with it. So create some form of content calendar, what it is you wanna produce, where you're gonna put it, and just and just remember, create once and repurpose often.

That's how I wanna finish.

No. That's great. I think it's like you said, it doesn't take a lot of time and effort to do this. It just it's getting the reps in and being consistent with it can really lead lead to a lot of positive positive outcomes for your clinic potentially.

Okay, Jim. I finished for this week.

Alright, Tyson.

Twenty episodes to go before we hit 200. Woo hoo.

Crazy.

I know. It's amazing. Okay. I'll talk to you next week. Okay.

Bye.

Bye now. Thanks for listening to Podiatry Marketing with Tyson Franklin and Jim McDaniel. Subscribe and learn more at podiatry marketing. That's the website address, podiatry.marketing.