Why Transcription Makes Sense For A Content Marketer

If you’re a high-performing marketer or business-owner, there is one thing you detest: wasting time.

In the same vein, you hate wasting opportunities… because missing out on opportunities means lost money.

Today we’re going to demonstrate why utilizing a transcription service is more of an opportunity for content marketers than it is an expense. In fact, after reading this article you will realize why your lack of video and audio transcriptions is actually hurting your business (hint: it goes along with lost opportunities).

In the past, we’ve covered why transcriptions help SEO rankings but today we’re going to take a difference approach. Instead of demonstrating the tangible benefits (more traffic, better user experience, and additional content types for viewers) we’re going to take a more strategic approach.

Essentially, today we want to explain how you can use transcription services to deliver an entirely new medium of content without doing any additional work. Here’s how it works:

The Initial Content Production

This is where you create content that is easy to produce — aka. audio podcasts or quick youtube videos (the normal question and answer kind that last 2-5 minutes). The reason people tend to love making podcasts or videos is because you can just speak to the camera or microphone and all of your knowledge is delivered without much work. No editing, no writers block, you just speak and are delivered high-quality content for promotion.

Do this for a few weeks (or a few months, doesn’t make a difference) and you should have a solid amount of content to pull from. Theoretically, if you’ve been video marketing (by posting to youtube and other search engines for video content) or getting downloads on your podcast, you’ve figured out exactly the type of content that your target audience loves.

Now, without doing a single word of writing yourself… you can introduce a new marketing channel without any additional effort.

How is that possible? With transcriptions of course!

Repurposing Content (without annoying your userbase)

Now, you might have noticed this tactic being used by some of the biggest bloggers/content marketers in the world.

• They’ll create a podcast… promote it through the podcast marketing channels, then upload the podcast to youtube and add some graphics (this isn’t required, could just directly upload)… and boom now they have a content-rich video to promote.
• One of the coolest ways to take this strategy to an even bigger level is to utilize transcription services to heighten the content promotion even further. Since you just took a podcast and syndicated it as a video — now you can do the same thing but with text.
• Send the podcast over to a transcription service, and boom! Now you have nearly unlimited blog posts to upload to your company blog.
• Do you see where this is going? One piece of audio content can be repurposed into a video and another blog post.

Just make sure to stagger the promotion of these pieces (even if you end up waiting a month or two between posting them), so that you don’t flood your website viewers with three different versions of the same content every time they check the site.