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How to Turn One Piece of Content into Five

Take for example, my recent presentation at the American Marketing Association in Tampa . They contacted me about speaking about putting together a successful lead nurturing campaign, actually a topic near and dear to my heart. Perhaps unfortunately (and inexplicably) we hadn't yet done a presentation like this, so I was pretty much starting from scratch. The presentation turned out pretty well I think and now I'm extending the mileage of that one presentation by creating additional content from the same presentation. Here's how.

Content Piece #1: Presentation

Start with the presentation. Deliver that content and, oh, also post it to SlideShare where folks from the event - or not at the event - can check it out.

Content Piece #2: Blog Article

Create a blog article from the presentation. Well, chances are if you turned a presentation into a blog article, it would be a novel of an article. So, take a piece of your presentation and turn that into an article. I did that with the first section of my presentation: 9 Benefits of Lead Nurturing .

Content Piece #3: Blog Article

Yup, another one. While waiting at the airport for my flight from the AMA event where I spoke, I wrote another article based on one small section of the presentation: 5 Tips to Set Yourself Up for Smarketing Success .

Content Piece #4: Blog Article

Yes! Another one! Again, at the airport, I cranked out another article based on another section of the presentation. It even linked to the previous two articles: 5 Steps to a Successful Email Lead Nurturing Campaign .

Content Piece #5: Webinar Download

I could easily re-present this presentation as a live webinar, or take the recording of the presentation (yup, I recorded it using the Voice Memo Recorder feature on my iPhone) and turn this into a webinar download offer.

More than anything, I was excited to geek out about lead nurturing with a room full of marketers. The gravy is that I got 4 more pieces of content to use as part of my marketing programs. How are you leveraging the content you're already creating?

Flickr photo by robobobo


Originally published Mar 23, 2011 9:00:00 AM, updated October 20 2016