Creating 3 Content Plays With 1 Article

December 11, 2013

Developing ideas for content marketing, then researching those ideas and putting those thoughts together in a coherent article, takes a lot of time. At we spend anywhere from a few hours to a few days on each piece of content we publish.

Of course there is return on that effort, but as a small company we're always trying to think about how we can maximize resources. We want to make sure we get the most bang for our content marketing “buck.”  So we came up with a system where we take a single article and triple its exposure and use.

Here’s how we do it:

First, we turn our articles into an eBook, which can be used as a lead capture on our site.

One of our most popular articles is  How to Get a Free Facebook Ad Coupon -- it ranks number 1 in Google for several popular search terms. While we love all the traffic that Google brings us for this article, once people learn how to get the coupon, they leave the site.  To combat this problem we used the free Wordpress plugin Anthologize to compile all of our posts on Facebook marketing into a Facebook marketing eBook.

Now, when people come to that article they are presented with the opportunity to receive a free Facebook marketing eBook in exchange for their email.  Since those looking for a free Facebook ad coupon are likely new to Facebook marketing, this lead capture has a very high conversion rate.

Next, we turn the article into a SlideShare presentation.  

With more than 60 million visitors a month, SlideShare is one of the most popular sites on the Internet, and a great place to get free exposure for your content and business.  Since we have already researched and written an article, tweaking that article for SlideShare takes a fraction of the time it would have taken us to write a new article.

To create the SlideShare we break the article down into its main points, creating what amounts to a solid “CliffsNotes” for the full article.  One of the cool features of SlideShare is that it enables you to link out to other resources from your presentation. When a statement or image could potentially use a more in-depth explanation, we simply include a link where viewers can go for more information.

In addition to breaking the text down into a more concise format, a big key in keeping the SlideShare audience engaged is having great imagery.  For us this makes joining a paid stock photo site like worth the extra money. If you want free images however, check out the creative commons area of

Once we have our bullet points and images ready to go, we compile them into a Keynote presentation, export the presentation to a PDF, and upload it to SlideShare.  If you don’t know how to use Keynote or PowerPoint, they are pretty easy to learn and you can find tons of free videos on YouTube that teach you how.  There are also plenty of people who you can pay to create your presentations for you on sites like You can learn how to hire a great freelancer for this type of project here.

Lastly, we take the SlideShare presentation, combine it with audio, and make a YouTube video. 

YouTube is the second most popular site on the Internet (behind Google), so it’s another great place to get free exposure for your content and business.  Since we already have the article in presentation format, we can make a YouTube video quickly and easily.  Here are the steps to follow:

1) Using the audio app on your smartphone, record the article being read aloud.

2) Trim the SlideShare presentation so you have 1 slide for every 30 seconds or so of voice recording.

3) Add the audio to the Keynote or PowerPoint and record the presentation.If you are using Keynote, simply export the presentation to Quicktime, and upload the file directly to YouTube.  If you are using PowerPoint, then Camtasia is a popular software that people use for this purpose.

If you do not have the time or desire to compile your own video, this is also something that can be easily and cost-effectively outsourced.

Bonus: Add the SlideShare and YouTube video back into your article.

In addition to gaining more exposure for our content by re-purposing it on sites like SlideShare and YouTube, we also use that re-purposed content to enhance the original article on  Not everyone wants to read a long article, so giving them the opportunity to view a more condensed version via our SlideShares, or to watch a video on the topic, allows us to grow our audience faster than we would have been able to with only text articles.  You can see an example of this in action here.

READ MORE: Weekend Reading: Optimizing Your Speech and Slides

About The Author

David Waring is the editor-in-chief and co-founder of, a site for those who want to simplify the process of starting and running a business.  Prior to starting his latest business, David built one of the the largest video training education sites and worked as the head of business development for a publicly traded company.


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