It can be hard for your business to compete online if you rely on traffic from search engines to bring people to your business. As online marketing evolves there has been an increasing focus on the quality, freshness and relevancy of content in correlation to your ranking on search engines. However it’s not always possible for businesses, large and small to allocate the required amount of resource to crafting constant volumes of the content required. So, what’s the best way to maximise your content in the future?
A simple solution with a great return is to repurpose your content into various forms of media with the help of transcribing and transcription services.
Through this approach, you can distribute content across a range of platforms and modify the format of your content to appeal to a wider audience. Transcription typically deals with converting audio or video content into an electronic text document, an example would be migrating a Q&A video into an interview article for a magazine. This is already appealing but what’s more useful is transcription can be used to create a handy source text for your team, from there you can go beyond the realms of text files and try and repurpose presentations, blog posts or even whitepapers.
It might seem like cheating, but if you think about the different ways people choose to consume content you’re really just increasing convenience for your audience.A podcast will be easier for people if they want to gain information during their commute, or a video might be easier to watch than reading a 700 word blog.
Sit in front of a video camera and pour out your thoughts on an industry-related topic related. It doesn’t matter if your trail of thought gets a little disjointed along the way, simply edit out the bits that don’t work. In the first instance, you have a piece of video content ripe for sharing via your website or YouTube profile. In the second, through the use of transcription services, you have a compelling article or blog post. In the third, you can simply lose the visuals and repurpose to create a podcast.
Got a great article that you’d like to shout about? Transform it into a video with a voice over and include transcribed captions.
When posting your video on YouTube or within a blog post, be sure to include a full transcript of the video. Not only does this improve the overall user experience, but it also enables search engines to more effectively crawl the page and understand exactly what your content is about. Additionally, by continually recreating quality content, you are giving your eager audience plenty to share within the realms of social media. This is another fantastic tactic to get on Google’s good side, as they move increasingly towards rankings dependant on social media influence and sharable content.
Step-by-step guides are often considered useful in video formats
Of course, certain pieces of content are better suited to particular formats, and transcription can be really useful for making that transition. For example, step-by-step guides are often considered useful in video formats (take Moz’s hugely popular Whiteboard Friday sessions) whereas messages to shareholders require a more formal format such as PDF’s, which also prevents people from editing. If you spot a piece of content on your website which you feel may be more effective repackaged in a different format, then transcription may be a useful tool in the process.
Depending on the type of service you provide, you can also use transcription beyond your marketing and simply build it in to your customer service. You can guide your consumer base through new processes with the aid of transcription, any training or product videos can be repurposed to create an informative downloadable training guide which can be saved.
For many, transcription may not be the first point of call when it comes to giving their content a lift but there really is so much mileage in this method, which helps to put mileage in your content.