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The post is for the 2014 Private Practice from the Inside Out Blog Carnival. Please check the links at the end of the post to visit the other bloggers participating in this carnival.

Since the digital revolution, it’s essential to have an ongoing supply of content as part of your overall marketing strategy, so you can continue to attract new clients into your private practice.

Content is important because it brings you a steady stream of web traffic to your website where you can then help people get to know, like and trust you. Plus, good quality content builds your reputation and credibility as an expert therapist, which leads to referrals and business growth.

But did you know every piece of new content you create doesn’t have to be original? Repurposing content is a strategy used by some of the most successful marketers. And when it’s done well, you often don’t even know it’s been used in a different format before.

Here are 10 creative ways to repurpose content to attract new clients into your private practice.

1. Interview an expert and transcribe the copy to create an article

One of my favourite ways to create content is to interview and expert in the field of therapy. This is something I do every week for the Australia Counselling Podcast.

I  interview the expert via Skype with a Skype plugin called Call Recorder. I then upload the mp3 to Rev.com for transcription.

Once you have your transcription, you can then turn it into an article, as well as upload the audio to SoundCloud or DropBox to embed on your blog.

2. Create a short YouTube video that summarises your latest blog post

If you’ve just written a killer blog post, don’t stop there!

Create a short talking-head video using your Smartphone or laptop camera introducing the topic you’ve just written about. Let the viewer have a taste of what you’ve written about so you pique their interest. Then ask them to click the link below the video to read the blog post.

In your description, put the URL of your blog post so the viewer on YouTube can click straight through to your blog post and read your article. Easy!

3. Create a visual checklist of a tips post

Who doesn’t love a checklist?

If you’ve just written a tips blog post, or perhaps you’ve shared a step-by-step process, this is perfect for turning into a checklist.

Write down the steps from your blog post and then have your graphic designer create an attractive graphic that represents the checklist.

Then share your checklist on Facebook, Twitter and Pinterest. Make sure you link back from your social media accounts to the original blog post to get new traffic to your website.

4. Upload your professional development presentation to SlideShare

Many therapists are presenting on a regular basis, whether it’s a professional development presentation, or perhaps it’s a workshop or free talk for the public.

But sadly, many of these lovely PowerPoint presentations that took hours of work to create then get filed deep in a hard drive somewhere.

Share your inspiring work with the world by uploading your slide deck to SlideShare.

SlideShare is one of the most under-utilised social media platforms, but it’s a great source of new traffic for your website. Again, link back to your private practice in the description and also brand your website address on all your slides to increase awareness of your private practice.

5. Write a blog post about your presentation and embed the slide deck

In addition to uploading your presentation to SlideShare, make sure you write a blog post summarising the main points of your presentation and then embed the SlideShare slide deck in your blog post.

The great thing about embedding your SlideShare presentation in your blog post is your reader can flick through your slides within your blog post, which adds a wonderful multi-media aspect to your summary post.

This is also a secure way of sharing your PowerPoint presentation without actually sharing the original files.

6. Record an audio version of your blog post and upload it to SoundCloud

Everyone has their preferred methods of consuming content, so it’s great to think outside the box and consider what different kinds of content you can provide.

Personally, I love listening to audio, because I can do it so many times throughout the day, whereas I often don’t have time to sit down and read.

So consider recording a spoken version of your best blog posts and upload them to SoundCloud. You can then embed the audio in the blog post so your reader can choose to read or listen.

SoundCloud is an audio hosting platform that is becoming increasingly popular and is very easy to use, so it’s worth considering what audio options you can use for repurposing your content.

7. Have a designer create an infographic of compelling research

If you have done some research, or have come across some interesting data, consider getting a graphic designer or illustrator to create an engaging infographic.

Infographics are a great way to get complex data and statistics across to a viewer in a concise, interesting and engaging way.

The benefit of creating an infographic is you can use research that has been done by others, but brand the infographic as being created by your private practice.

Infographics are very shareable and you may find that your infographic is shared across the web and even embedded in other websites with a link back to yours, giving you lots of Google love.

8. Turn your best blog posts into an eBook and sell it

If you’re a regular blogger, it’s likely you’ve got enough content to be able to create an eBook.

When I wrote my first eBook 31 Days to Build a Better Relationship, 50% of the book was blog posts I had already written on the topic of relationships.

By using blog posts you have already written, you can save an enormous amount of time and this helps you create a product for sale in a relatively short amount of time.

Think of each blog post as a chapter in your eBook. Then you can start seeing where you need more content to fill in the gaps, and write the missing chapters.

You can sell your eBook through your site using easy software like Gum Road, or you can upload your eBook to Amazon and sell it in the enormous Amazon Marketplace.

9. Create a screencast of a PowerPoint presentation and upload to YouTube

Another way to repurpose the content from a presentation is to create a screencast of you speaking while going through your PowerPoint presentation.

You can use screencast tools such as Camtasia or ScreenFlow to record your screen while speaking. You open your presentation and advance your slides as you speak and record your audio as well as the screen, which is your slide deck.

Then upload your video to YouTube and link back to your website in the YouTube description.

10. Turn old formal content into modern user-friendly articles

Remember all those long, academic essays you wrote in university? Don’t throw them away – you can still use them on your blog today!

Take the content from those articles and adapt them to make them user-friendly for the public.

This means if your articles are heavy with research and academic speak, just rewrite them in a relaxed, informal blog style and remove all the academic speak.

If there is a lot of dense research, convert this into easy to understand stats that can be quickly digested by your readers.

This information is often fascinating to your readers, but they just want the most important information that is helpful for them in summary form.

Do you have any other ideas on how to repurpose content? If so, add your comments below.

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This post is a part of the Private Practice From the Inside Out blog carnival on the theme of “Top 10s in Private Practice”.  Please visit the other therapist-bloggers participating in this event by clicking on the links below:

  • Camille

    Love these suggestions for repurposing content! I use quite a few of these with my online business but I definitely want to start using more in my counseling practice.

    • Thank you Camille! I hope you have lots of success using some of my suggestions. It actually makes creating content much easier when you realise you can repurpose it!

  • Rose Reif

    All I can say is a tremendous thank you for this detailed post! It can be a little unnerving to make the leap into using a new social media platform, or to present information in a novel way. Some of these suggestions are things that I know I should be doing (such as using videos to introduce blog posts), but others, like hiring a designer to create an infographic(!) I would have never thought to do! Thanks for the recommendations and encouragement to make what’s old fresh again!

    • Thank you so much Rose! oDesk.com and Elance.com are great places to outsource graphic design work if you want to consider finding someone to create infographics.

  • Wonderful information you have here Clinton! As an early career professional, I have been struggling at times to keep coming up with new content to write about to market my private practice. I will definitely be referring to this list as a way to help next year’s marketing be a lot easier!

    • Thanks Vanessa! You can definitely start making your marketing easier when you start to repurpose content. Good luck!

  • Hi Clinton! I’m glad to be blogging with you today in the Private Practice from the Inside Out blog carnival! Thanks so much for these excellent tips. I’m always looking for ways to use my web presence to help share useful information with people who can benefit from it.

    • You’re welcome Jeremy! Best of luck with sharing useful information. I truly believe it’s a great way to attract new clients into your practice.

  • Elizabeth Peixoto

    Great ideas I’ve never thought of! I’m especially intrigued by infographics and turning old formal content into modern user-friendly articles. I also like your YouTube ideas – I know so many people who don’t like to read, so I can see how providing a video/audio option can reach many more people.

    • Thanks Elizabeth. I agree providing multi-media options when it comes to repurposing content is a great way to go because people have different preferences when it comes to consuming your content. Good luck!

    • Tamara G. Suttle, M.Ed., LPC

      Hey, Elizabeth, just take my advice and don’t FaceTime for those videos during a blizzard! Clinton and I tried that a couple of winters ago . . . and it really wasn’t pretty! (Remember that?!)

  • Roy Huggins, MS NCC

    Thanks, Clinton, for validating this approach for us.

    I’m constantly plagued by the evil thought that I have to make something completely original every time I sit down at my computer.

    But then I remember my music teachers in college telling me over and over and that repetition is key to a good composition. In the same way, repetition is key to good learning. Repurposing your content doesn’t just have to be a business technique — it can also be a way of delivering your content in a more effective way.

    • Yes that’s a great point Roy. Repurposing content is a more effective way of delivering your content because it helps more people with their learning when they can consume your content in the format that best suits them. Thanks for stopping by!

    • Tamara G. Suttle, M.Ed., LPC

      I have this personal “rule” to repurpose, recycle, or reuse everything I create in at least 3 different ways. It saves me time, money, and resources. It also helps me to deepen my knowledge about a particular topic. If I haven’t yet recycled something . . . just give me time and I will!

  • Thank you for these tips! They invite me into new areas of thinking about how to package content right when I’ve narrowed my focus to emotional regulation. I appreciate the timing.

  • Tamara G. Suttle, M.Ed., LPC

    Hi, Clinton! I’m getting here late but had some difficulty finding a way to comment when using Google. Found a way in on Safari and wanted to say “thank you thank you” for always being a great resource for therapists around the globe. Your post here is chocked full of resources to help us all continue to grow our practices and I’m excited to try out each one here!