Get the most from your Digital Content | The Power of Re-purposing

The Power of Re-purposing Digital Content


JSB Talks Digital Podcast #66

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode, I’m talking about one of my favourite topics – writing and re-purposing digital content.

It’s apt that it’s this week’s theme as also this week, Digital Training Institute was shortlisted in this year’s Blog Awards. We are a nominee for Best Marketing and Communications Blog in the Cororate category. Search #VbyVerybloggies 17 on social to find out more.

LISTEN: The Power of Re-purposing Digital Content #JSBTalksDigital Click To Tweet

In this episode:

  • In JSB’s column – How to create digital content with confidence
  • In social media news:
    • Instagram adds a new way to reply to DMs and also introduces face filters on live video
    • Mark Zuckerberg goes live on Facebook to announce a nine-point plan to quash election interference
    • The recent Snapchat update brings Bitmojis to life with augmented reality lenses
  • I interview co-founder of Wavve, Baird Hall, about the value of re-purposing audio content
  • Ask JSB
  • In shout-outs: Three ways to re-purpose your long-form digital content
  • Find out what tool saved my working week

Listen to this week’s podcast:


Social Media News 

Instagram adds a new way to reply to DMs and new filer on live video

Instagram now allows replies with photos and text overlay. Released only on Android, the feature is coming to iOS soon.

So how does it work?

Well, when replying to a DM, you type your reply text, then tap on the camera icon.

Your message text will then be overlaid onto your camera view. You can also change the color hue for extra creativity.

#Instagram now allows replies with photos and text overlay Click To Tweet

They have also announced that you can add face filters to live video.

Follow me on @jsbgrams and let’s test out the new features together!


Mark Zuckerberg goes live on Facebook to announce a nine-point plan to quash election interference

Mark Zuckerberg went live on Facebook to announce a new nine-point plan to quash election interference.

The move comes following the disclosure by the social network earlier this month that $100,000 in ad spending from June 2015 to May 2017 was believed to be from Russian profiles.

The Ad investment was associated with around 3,000 ads

Read the full nine-point plan here


The recent Snapchat update brings Bitmojis to life with augmented reality lenses

Did you know your Bitmoji character on Snapchat is now animated and comes into your world in 3D?

To access 3D Bitmoji World Lenses, all you need to do is tap the camera screen in Snapchat when you’re using the rear-facing camera (not the front-facing camera).

If your Bitmoji account is connected to Snapchat, then you’ll be able to see 3D Bitmojis as an option in the Lens carousel at the bottom of the screen.

You can also direct and influence the animations by walking around and moving your phone.

Add me on @jsbsnaps to see Jomoji in augmented reality!


Interview | Baird Hall, Co-founder of Wavve

Baird Hall, WavveIn today’s show I’m delighted to be joined from South Carolina in the United States by Baird Hall, co-founder of Wavve.

You can also watch this interview on the Digital Training Institute YouTube Channel. Check out my “JSB in Conversation with” playlist.

Wavve is the easiest way to transform audio into custom-branded, engaging videos that drive social marketing results. It helps popular podcasters, startups, radio shows, musicians, and other digital audio creators to easily turn uploaded or recorded audio into videos optimized for Facebook, Twitter, Instagram, Snapchat and more.

Tune in to listen to my interview with Baird.

Watch Interview

Quote from Interview

Baird Hall Quote


Shout-Outs: Three ways to re-purpose long-form content

In this part of the show I give shout-outs to brands, organisations or individuals whose work online is remarkable and worth talking about.

But in this week’s show I’m sharing three great ways to re-purpose your content. You’ve already heard from Baird on how to re-purpose audio into social video. So, make sure you add that to your content calendar.

But here are another three top re-purposing tips!

TIPS: Learn 3 ways to re-purpose long-form content Click To Tweet
  • Blog to E-Book

A great way to increase consumption of your content is to create an Ebook from your blog posts.

With some of our epic 3,000-word plus blog posts at Digital Training Institute we turn them into eBooks allowing people to download them as PDFs to read later or to share.

In doing this we also capture email addresses which help us funnel the right content to our segmented audiences.

  • Blog to Video

As a busy blogger always looking for new content for my vlog, I will sometimes create social videos with tips from blog posts.

Consider how many 30-second videos you could create if you were to take just one blog post and go front of screen? You could then embed those videos into your blog post to make them more engaging!   The benefits are endless. 

  • Your Blog to LinkedIn

Have you ever re-purposed your blog posts for LinkedIn? LinkedIn’s publishing platform is called Pulse.

As the world’s largest professional network with more than 500 million users in more than 200 countries and territories worldwide, you can expand the reach of your writing here.

Publish your blog post initially on your own website. Then re-create it into an executive summary with the most interesting information highlights, for example, what is the core message, is it a personal or professional story and what will readers take from it.

I would include about 300 words in this piece and then link readers to the full article on your website. Don’t forget to share the LinkedIn Pulse article as a status update also a 24 hours later for extra reach.



Ask JSB brings the voices of my listeners onto to the show. By getting asked questions, I get new ideas for podcasts and other digital content types, so keep them coming.

You can send me your questions here and I will receive your voice message right into my inbox.

This week’s question is from Radio Presenter and Producer, Andrew, from Radio Kerry.

“How do you produce social video without it looking like an ad?”

Tune in to the podcast to listen to my answer.


JSB’s Column | How to create digital content with confidence

Joanne Sweeney-Burke

In this week’s column, I share my insights into how to create digital content with confidence.

I’ve been writing my whole life and writing in the Digital Age is even more exciting. You have the opportunity to have thousands of people read, view or listen to you content while you sleep. Once that content is published, it continues to attract eyeballs.

I should point out that creating digital requires an understanding of the platforms on which you wish to publish.

My writing secret is that I start with long-form content. This can be a 1,500-word blog post, a 5 minutes video or a 25-minute podcast. All of this content is written by me in long hand. I’m a writer so I always start with the words on a page.

Creating digital requires an understanding of the platforms on which you wish to publish Click To Tweet

In preparing my content I have a process which I follow religiously.

  • What problem am I going to solve for my audience, who are marketing and communications professionals? I have a note on my phone called “JSB’s Digital Content Box”. So, when I’m out and about on JSB’s Digital journeys I add to this from the conversations I have with clients, the questions asked off me during training workshops or speaking events. I also harvest information from my social media community who are great conversationalists! I love their questions.
  • Next, I drill down on the problem identified and I undertake keyword research to ensure my content is matching large volumes of search queries on Google.
  • Next, I develop a hook for blog post and finally
  • I will get creative and re-mix and re-purpose that content for my social channels, respecting each platform and publishing content according to best practice.


Here’s my top tips to creating must-read digital content with confidence:

  • Stick to your strengths. In developing content, you must assess where your skills lie. If you are a write get those words down. If you need help with graphic design or video editing call in the experts! Don’t dilute the quality of your brand by publishing underwhelming and below part content. It’s just not good practice. Invest in your digital content, I promise you it will pay off.
  • Build a content calendar. Because of precision planning I am able to produce 20,000 words per week and keep all my digital plates spinning 7 days a week. Without a planned calendar, you will soon feel overwhelmed and under-prepared.
  • Understand each platform and respect best practice. One size does not fit all on social media or on any digital platform. If you are serious about making an impact with your content you must adhere to best practice and features and functionality.
  • Measure success against objectives. All content should be planned and produced with an objective in mind. Otherwise you will soon get dis-hearted and get content creation fatigue. When you assess the impact of your content against the goals you set for it, this will give you the motivation to succeed. My single strategic objective of my content marketing strategy is to position JSB as a trusted and expert voice in digital marketing.

As the digital content queen, I’ve decided to put my knowledge into a digital content masterclass. So, if you want to find out more about it, simply drop me an email me to [email protected] and I will send you the details.


Social Media Tool of the Week: Medium

The social media tool that saved my working week this week is Medium, a blogging platform.


The ethos of Medium is inherently democratic; it seeks to give a voice to people who have something interesting to say, even if they don’t have thousands of Twitter followers, an active blog or friends in the right places. Medium is built to reward content for its quality, not for the pedigree or popularity of the author.

Medium Metrics: “Views” are the number of people who have looked at a post, while “reads” tells you how many have read the entire story. The Read ratio is the difference between your reads and views. Medium also has recommendations shared by readers.

Start your first Medium blog post by creating an account at:


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital | Episode #66

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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