Christopher S. Penn – Marketing AI Keynote Speaker

Almost Timely News, 12 December 2021: Content Reuse, 12 Days of Data

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Christopher S Penn

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Almost Timely News

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What’s On My Mind: Intelligent Content Reuse

Want to know a useful, helpful trick for making the most of the end of the year (or any time of year, really), content-wise? Gather up your best content and bundle it up for your audience.

For example, every year, I gather up the cold opens (this first section of my newsletter) for the entire year and publish it as an eBook. The amount of extra effort this requires is negligible compared to the act of actual content creation.

How do you do this? It depends on what content you have, but here are a couple of thought starters.

  • If you have a newsletter like this, and you publish frequently (weekly or more often), then simply publish the archive as a collected eBook. You can organize by topic or by date.
  • If you have a series of YouTube videos or podcasts, consider having them transcribed if you don’t already and then assemble that as an eBook, again by date or by topic.
  • You can also do a retrospective episode, reviewing the content you created during the year and providing links and such back to the original episodes.
  • If you have a blog, pull a report like this in Google Analytics:

Top posts in Google Analytics

As an aside, this is why I keep the year and month in the URL of my blog posts. Even though lots of folks say not to do that, it makes analytics and reporting a lot easier.

Pull this report – just a simple list of your content sorted by pageviews in declining order – then bundle them up as a publication.

Why would you do this? Wouldn’t people get bored or upset with you for sharing stuff they’ve already seen? Maybe. But there’s a good chance they haven’t seen it. Take a look at your analytics, especially for social media:

Twitter analytics

It’s safe to say that not everyone is seeing everything – or even the majority of people. Above, we see that 1,540 people saw this tweet – out of a following of over 90,000 people. Fears that your audience will get bored of content they’ve already seen are largely unfounded; as long as your content is GOOD, people will welcome it.

Use these summary tactics as often as makes sense for your business. If you’re a high-volume publisher of content, you could even do this every quarter or even every month. Certainly, as we wind down 2021, this is an easy, fast way to gather up existing content and make sure it’s in front of your audience again.

Look for the Almost Timely version of this in the coming weeks 🙂

Share With a Friend or Colleague

If you enjoy this newsletter and want to share it with a friend/colleague, please do. Send this URL to your friend/colleague:

https://www.christopherspenn.com/newsletter

ICYMI: In Case You Missed it

If I had to suggest only one of these articles to read from this week, it would be the first two entries in our 12 Days of Data 2021 edition. I put this series together every year and it’s always an eye-opening delight to see the year in review from a data perspective. Here are the first two entries in the series.

Skill Up With Free Classes

These are just a few of the free classes I have available over at the Trust Insights website that you can take.

Thank You Notes

These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!

What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

Media and Content

SEO, Google, and Paid Media

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Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

All Things IBM

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Good Reads, Long Reads, Interesting Stuff

Fun, Games, and Entertainment

Economics, Politics, Environment, and Society

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How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn

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