By Thomas Clifford published April 28, 2011

How to Create 5 (Content Marketing) Products from 1 Interview

It used to drive me bonkers.

I’d interview someone for a project.

10% of the interview ended up in the project.

90% never even saw the light of day.

 

And you know what made matters even worse? That 90% was valuable and useful content.

Imagine spending hours in the kitchen preparing a large, fancy dinner.

After serving your guests, you throw away the leftovers.

Sounds pretty crazy, huh?

But it happens all the time with interviews.

The truth

Most interviews contain useful information that can be used in a variety of different ways. It’s important to be consistent in repurposing content and equally important to reframe the interview (at least in your mind and perhaps in your interviewee’s) for more than one purpose in order to reap benefits you might otherwise miss out on.

What are the benefits of using leftovers?

You’ll have the ability to:

  1. Generate more content from limited resources
  2. Reach different audiences on different platforms
  3. Connect with different types of learners

So why do we ditch unused portions from interviews?

We often ignore 90% of an interview because a specific project commands our full attention. We just don’t think of using the interview elsewhere; we’re simply looking for the quotes we need for the one project.

But what if you took that leftover 90% and turn it into valuable content for other marketing purposes?

How can you take leftovers and turn them into valuable content?

What can you do with one interview?

Let’s take a closer look . . .

5 products from 1 interview

1) Audio interviews

You can do two things with the recorded content after the interview:

  • Publish it in its entirety.
  • Edit it for a more polished product.

Either way, this interview forms the backbone for the remaining four products.

2) E-books

Creating an e-book from an interview (or several interviews) is easy:

  • Transcribe the audio file
  • Edit the questions and answers for flow and continuity
  • Add your branding elements
  • Publish the finished product as a PDF.

Have readers opt in (provide their email addresses) to receive a copy, or provide it as an immediate download without opting in.

3) Blog posts

Depending upon the length of the interview, you should be able to create at least one blog post. Select a few paragraphs that work together nicely and add an introduction, summary and call to action. Don’t forget to link to the audio interview or ebook for more content. If appropriate, add links pointing to your products and/or services.

4) Infographics

These are like cheat sheets: They visually communicate complex or dry information. Infographics are becoming so popular that Fast Company features interesting infographics almost every day. So why not take an interview (or several interviews) and create an infographic for your site?

5) Tweets

Searching for ideas to tweet about? Here’s an idea: Let’s say you have a transcript from a 45-minute interview. Chances are pretty good that you can pull out 10-20 quotes that can stand alone as thought-provoking tweets. Include a link in each tweet that points to your audio interview, blog post, e-book or other featured content.  Don’t tweet all these in one or two days; spread them out over a week or two for maximum effect.

 

Won’t customers notice it’s the same content again and again?

Good question. Remember these two things:

  1. Not everyone consumes information in the same way, and not all the information you provide is the same. After you use an interview for your main project, make it your goal to squeeze out any remaining valuable content and share it with your audience.
  2. Customers use several platforms to access information, so have your content available in different formats. Some folks like audio and others prefer text.

Summary

  • Think beyond the notion that one interview equals one project. Instead, retrain yourself to think that one interview equals many projects.

Hey, you wouldn’t throw away your fancy dinner leftovers, right?

The same holds true for interviews. After using 10% of the interview for your main project, dig through the remaining 90% for any valuable content you can share with your audience.

Next step

Do you have an upcoming interview? See if you can squeeze more out of the interview than just a few quotes.

It’s your turn

Have you taken remaining content from interviews and repurposed it? If so, what strategies have you used?

Have you seen any cool examples of this idea being used?

Author: Thomas Clifford

Thomas Clifford is a B2B content marketing writer and certified copywriter. He helps companies generate and nurture high quality leads through eNewsletters, blog articles and free special download reports. Tom has 25 years under his belt as an award-winning B2B filmmaker. He's produced hundreds of marketing-branding films and brings his street-level interviewing experience to every project. Tom is featured in the book “Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business." He has also written dozens of articles as an “Expert Blogger” for FastCompany.com. You can follow Tom on Twitter at @ThomasClifford. His blog, "Humanizing Business Communications," is packed with new media business communication tips and writing strategies. His eBook "5 (Ridiculously Simple) Ways to Write Faster, Better, Easier" is free to new subscribers.

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  • http://www.moreaucommunications.com Eugene

    Tom you have hit a home run with this! There are some meals that simply cannot be enjoyed in one single sitting. A great message is like that. I have gone back to a great message several times and have been able to enjoy the sensations of a new taste, a spice I hadn’t noticed at the first sitting,or a new burst of flavor that had been hidden, waiting for the right moment to release itself. Thanks for an inspired piece of writing. I will come back to this later and enjoy a second sitting.

    • http://twitter.com/ThomasClifford Thomas Clifford

      Hi Eugene,

      Thanks for sharing.

      I’m glad you found these ideas “flavorful.” Oh– and do come back for a second serving. =)

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