Repurposing content helps you create a consistent message online that matches what you’re doing offline. One of our clients recently recorded a 30-second radio ad and sent us the audio file. Even though we mostly handle a company’s online presence, we are always excited to receive these assets.
How could we take this ad and repurpose it for digital marketing?
Here are a few ideas.
Step-by-Step Approach to Repurposing Audio Files
If you’re a digital marketing professional and you find yourself with an audio file, the first thing to do is thank the person who sent it to you. Sometimes we’re out of the loop because something like a radio ad doesn’t seem like it could translate to online content. But it does!
Here’s what you could do with this 30-second audio file:
- Create a video from the audio file. Use a program like Headliner to work smarter, not harder. They make it easy to create a beautifully branded video for your social media channels.
- Extract the key message and create a graphic. In the case of our client, the purpose of the radio ad was to encourage people to schedule a fall maintenance visit for their HVAC system. We created a graphic that said, “It’s Time to Schedule Your Fall Maintenance.” In the caption of the post, we’ll highlight the benefits of regular maintenance visits.
[Related Reading: Secret Features of Canva You Should Try Yourself] - Ask a question. Think about related questions that you can ask your audience. Then find or create a visual that enhances that conversation. Examples for this topic could be: What’s your favorite fall movie? Pumpkin Everything – Yay or Nay? The best season is coming. Agree or Disagree? They all have to do with the cold weather but aren’t directly related to getting your system checked. In the caption of the post, you could mention scheduling your fall visit but you might want to test whether you get more engagement without this sort of call to action. Sometimes it’s best to prioritize starting a conversation with your followers.
- Pull a quote from the audio file. There must be a good quote (a sentence or two) from the audio file. If not, why would it have been recorded in the first place? Extract the quote and add the name of the person saying it. Then create a graphic, GIF, or video file.
- Create a story. Remember that all good stories have a beginning, middle, and end. How can you craft a story from an audio file? Think about the reader’s current state, the action that needs to be taken, and what it will look like in the future. Even if you aren’t interested in using the “stories” option for Facebook or Instagram, you could create a story with images and upload it as a carousel.
Obviously, you aren’t going to post all of these at once. Another benefit of creating this sort of content is that you can schedule them ahead of time. Spread the posts out for the next 3-4 weeks and mix them in with other content. This is an easy way to create a consistent campaign that doesn’t feel like you are a broken record, endlessly repeating yourself.
Conclusion
You can create at least five social media assets from a single, 30-second audio file. The benefits include a consistent message across all channels, content that you can schedule, and reaching more people with your message. Start repurposing your audio files and engage with your digital audience today!
We love creating and promoting meaningful content for our clients, and we handle the repurposing for you! We work behind the scenes and let you shine. Would you like to work together? Please click here to complete the form and schedule a free 30-minute consultation.
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