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You're producing all this content—for patients, staff, leaders and your healthcare organization's surrounding community. Here's how to give that content longer legs and more traction without starting from scratch.
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Repurposing web content
Content that’s not repurposed is content that never grows to its
full potential
Thinking series with different angles
Targeting different audiences
Using a different format
What is “repurposing”
: R E P U R P O S I N G W E B C O N T E N T
Tweaking
Copying and pastingit somewhere else
One-size-fits-all formatting
It’s having a compelling topic, gathering the right information up front and then...
NOT
A great example of repurposing content:
Hollywood
: R E P U R P O S I N G W E B C O N T E N T
Starts with a book
Which becomes a movie With trailers
Then a soundtrack
Next, the DVD
With:Director’s cuts
Behind the scenesInterviews with actors
Then, it’s a video game And part 2 of the movie
Before you know it...
: R E P U R P O S I N G W E B C O N T E N T
You have Fast and the Furious...
Part 6!
: R E P U R P O S I N G W E B C O N T E N T
And yes, there will be
a part 7
If they can do it in Hollywood, we can in healthcare...
Web content is an asset
It takes your time and creativity
Search engines love lots of content
It promotes your staff
It drives patient volume
It encourages engagement
: R E P U R P O S I N G W E B C O N T E N T
To repurpose new content: Think strategically
Why are we creating this content?
Who is the primary target audience?
Who are secondary target audiences?
What is the goal?
Then other angles, formats and vehicles
: R E P U R P O S I N G W E B C O N T E N T
For current content, ask: Is it worth it?
Has similar content gotten high traffic?
Has it gotten particularly low traffic?
Does it still support our goals?
Could the content have more than one audience?
: R E P U R P O S I N G W E B C O N T E N T
Especially patients
5 Steps to repurposing content
: R E P U R P O S I N G W E B C O N T E N T
Then repurpose for:
•Referring physicians
•Internal staff
•Local news outlets
•Whoever else
Step 1:Start with the patient angle
•More elements in a feature article:
quotes, stats, narrative explanations
•Easier to get everything through review process
•Easier to carve into other content types
Step 2:Start with the feature article
: R E P U R P O S I N G W E B C O N T E N T
Step 3: Pick other formats
•Infographic
•Social media updates
•Slideshows
•Q&A feature
: R E P U R P O S I N G W E B C O N T E N T
♺
Step 4: Identify other vehicles
Digital signage
Main website
Printed pieces
: R E P U R P O S I N G W E B C O N T E N T
Social media
External website
Industry publication
Step 5: Always drive people back to the website
: R E P U R P O S I N G W E B C O N T E N T
3 Heads Ups
Heads up 1: No duplicate content
: R E P U R P O S I N G W E B C O N T E N T
Google doesn’t like it.People can spot it.
• Get patient consent to repurpose content
• Any vendor agreements should say you can do what you want with the work
• Physicians and medical staff should know it could end up anywhere
Heads up 2: Give the disclaimer
: R E P U R P O S I N G W E B C O N T E N T
After you’ve squeezed everything you can out of your content, keep it up only as long
as it’s relevant and driving traffic. Otherwise, hit delete.
: R E P U R P O S I N G W E B C O N T E N T
Heads up 3: What goes up must
come down
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