Content Repurposing: Maximizing Your Podiatry Clinic's Marketing Efforts | Podiatry Marketing 103

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Introduction

Tyson E. Franklin: Hi, I am Tyson Franklin and welcome to this week's episode of the Podiatry Marketing podcast. With me today is my trustworthy friend, big Jim Mack. How you doing today, Jim?

Jim McDannald, DPM: fantastic. Tyson. Doing well, cold snowy here in Montreal, but, life is good. I've got no complaints.

Tyson E. Franklin: Yep. Hot in Cairns. .

It's just funny. We're on opposite sides of the world. we, what I find really hilarious, not hilarious, but just. bizarre to really get your head around. Like, when I was in, Nashville, in Chicago in October, it was cold. it was like, for me, it was cold, not freezing.

Like some one day it actually hit 20 degrees, which was nice. But you'd wake up in the morning, it was like four or five degrees, Celsius, which is cold, and that's October

Jim McDannald, DPM: and

Tyson E. Franklin: it's. and then I've got friends where I've seen it in November. They've already had minus one and yeah, just off of snowing and I'm going, that's November.

Like you got, no wonder you guys appreciate summer when it happens. 'cause tell you, you only get this little [00:01:00] window of happiness. Whereas here in Australia it's just, it's happy all year round.

Jim McDannald, DPM: yeah, you gotta just gear up, right? You have to have the coat, the boots, the gloves, the hat, and then you feel like you can actually do stuff outside. But, having a short summer definitely makes you appreciate it more. but

I'm sure.

Tyson E. Franklin: I'd have to,

Jim McDannald, DPM: for sure.

Tyson E. Franklin: we do the same deal, if we do get a couple of cool nights in winter, you go, oh, this is really nice. We should actually put a fire on outside and . So we bought a fire pit a couple years ago. I think we only used it four times.

Jim McDannald, DPM: I am sure you

enjoyed it. those four times. A

Tyson E. Franklin: Let's get on. Oh, it's fantastic.

So let's get on to today's topic. What are we actually talking

Deep Dive into Content Repurposing

Jim McDannald, DPM: Today we're gonna do a deep dive into content repurposing. there's clinics out there that, are, creating their own content. Maybe it's blog content or, different types of, content out there. And one concept I think is really important is that I. People, understand how to repurpose that content.

You shouldn't just make a video or write a blog or, do a webinar and not really mine that content for a maximum amount of, [00:02:00] opportunities to get it out there in front of your ideal patients. content repurposing, basically the definition of this is, taking existing content and altering it or reformatting it.

And to serve kinda a different purpose or to reach a different audience. it's really about extending the life and value of this original content by adapting it and reusing it in kind of various forms. So like I mentioned, a common thing would be, for example, we do this podcast, right? Tyson. So we spend half an hour talking to each other about a different Podiatry Marketing topic. And if it only lived as that podcast, I mean it would still be a good podcast, but would anyone really know about it? Would we have that Visibility or that awareness of people, if we don't put it on a Facebook group or put it on Instagram or put it on LinkedIn or put it on YouTube for video. when you take the time to create original high quality content, you wanna make sure it gets seen.

And one of the ways of doing that is by repurposing that content.

Tyson E. Franklin: That makes sense.

Practical Tips and Examples for Content Repurposing

Tyson E. Franklin: So if somebody, say for example, they did a video. And okay. they put the video on [00:03:00] YouTube, and then you're saying from YouTube, they then put it into LinkedIn and then they go, they put the same video on their website with the, a bit more information about, and then they could also post it onto their Facebook page.

Jim McDannald, DPM: Yeah, absolutely. You just have to try to figure out those kind of formats where it's at. And does it each of the little platforms has their own, something's gonna show video more some's gonna have more text in a post, on TikTok, for example, it's this all short form video. the kind of catchy, well-edited stuff. So you kinda have to know, what is the right place. So if you do, let's say, an ortho, a video about orthotics, it could be something where you just do that video. Maybe a short writeup, maybe sometimes you either have a staff member or another physician in your group, or maybe even utilizing a little bit of ChatGPT or ai. In order to make sure it's, correct. But you can really quickly produce not only the video, but also that different formats that can go on those different outposts or different social media channels.

Tyson E. Franklin: Yeah, no, it makes a lot of sense because sometimes you'll put a lot of effort into some type, putting [00:04:00] these things together. You might think about a,I'll look at some podiatrists and look at some of the blogs that they've written, and I'll read some of the books. And they're really, they're written very well.

and that's the only place I ever see it. They write it, they put it on the website, and I know some people don't like being in front of a video camera, and I know other people could take that blog and they might even have a teleprompter and they can stand there looking right at the camera and be able to talk through it and look like an absolute professional, but they don't always do it.

Sometimes they'll do a video here, they'll write a fantastic blog, but they don't convert that blog into a video. they've already put the time and effort into actually creating the blog, so it is just taking that one step further.

Jim McDannald, DPM: Yeah, a lot of people say that, 20 or 20% of the time you do content creation should be about creating it. And then the other 80% should be about distributing it and putting it out there for people to see. Because if you're spending 99% of the time. Developing this amazing blog or this amazing video, but no one's seeing it. you're you're just digging yourself a hole. It's not that you're necessarily wasting time, if, if a [00:05:00] tree falls in the forest and no one's around it, is does it make it sound right? So it's a similar thing with

any type

Tyson E. Franklin: No, it doesn't. , it doesn't make you

Jim McDannald, DPM: it's one of those things,

Tyson E. Franklin: what someone told me.

Jim McDannald, DPM: It's gotta be true then, right? If someone told you that. But,it's one of those things where you really have to, and it's not only necessarily for the marketing of your practice, I'm talking a lot about we talk a lot about digital marketing, digital channels, but also it could be if you want to, get more speaking gigs, either at conferences or community events. If you have video photo, someone from your staff can take pictures of you doing those different types of things. It can also be a way to. Get more of those types of, of events or those types of, that type of work if you want to get more into the speaking gig or really, help showcase, your per your kind of pers public speaking, for example,

Tyson E. Franklin: Yeah. So what sort of, what sort of content are you saying they should start with Repurposing? what's the most common, what's the easiest stuff for people to start doing?

Jim McDannald, DPM: Yeah, I mean it's a combination of what's easiest and what most people are com how, what are people most comfortable with, [00:06:00] right? So

some people are just

Tyson E. Franklin: I think the comfort part's a big thing,

Jim McDannald, DPM: and like you

mentioned, some people are just not comfortable in front of the camera, right?

Tyson E. Franklin: and I said that, like if you go back to the first time I ever did a video myself and I watched it, I went, you look like an idiot. You sound funny. It just, it was terrible. Now I'm probably doing exactly the same thing. The only thing that's improved is the sound and the lighting, which definitely helps.

But I still sound exactly the same. I go back to the original view. I still sound the same. So we really critical with about how we look, how we sound, do I have a shiny head, that type of

Jim McDannald, DPM: Not if you wear the makeup that I gave you, I keep coming back to that, but,

Tyson E. Franklin: I know I'm not gonna pull it out one day. I'll put it on while we're on, while we're actually on here and dab it on my head.

Jim McDannald, DPM: But, getting back to what

you

Tyson E. Franklin: is it the same one that you currently use

Jim McDannald, DPM: no comment.

but getting back to what you're talking about here, so like I think the

kind of the fork in the road is, visual, I guess visual written or audio content, right?

I think we've talked about a little bit these different types of content, I think a visual [00:07:00] and they can all combine into each other, right?

So if you have a great blog topic, like you mentioned, you can look at the camera, you can basically read, your blog in a way that's helpful. It doesn't just have to be like a video of you staring at a camera for five minutes. You can,

splice in some video. You can splice in some, you, if it's an orthotic talk, you can show the orthotics.

There can be images, there can be, more than just that if we're doing that. So video written or audio is the best place to start. and then .then you can that, those kind of large pieces of content can basically be broken into what we call like micro content, right? So if you gave a you have a talk at a local community thing, and you're up in front talking about diabetes, for example, you could have, you could splice out a 32nd clip and put it on in your Instagram or

two minutes onto your LinkedIn, or maybe they just took a photo of you in front of the group and you could talk about, why it's important to, get out there in public speak, just to get the reps in so you get better at it.

I would say you want [00:08:00] to have something that's more long form. It's, the long form video, the long form written, 500 to a thousand words written, or if you're doing something like this where you're doing just an audio only podcast, there's ways of making audiograms that are pretty simple. Some different tools that are available. I think maybe later on, next month we'll get into, Maybe some tool talk where some of, we break down some of the tools that we use

and tools we think could be helpful for podiatry clinics. But it really starts with that, that larger audio video and written stuff.

And then you can break it down into those, I'd say like micro content, social channels to really help gain the awareness for that lar long form stuff you've created.

Tyson E. Franklin: it is because, and sometimes too, people . I dunno. They consume things differently. Some people like to sit there and read a really long article 'cause they're into wanting to read a long article. I get bored after about the second paragraph. I'm not someone that really likes reading long articles.

I would much rather if that article was converted to an audiogram that was purely just a picture of whatever it was and they read [00:09:00] the article and I just had to listen to it for three minutes. I'd much rather that, I'd rather just take it in. and listen to it. Or if they took part of that article and the main points and did a quick 45, 60 second video, just gimme the points from it.

I would much prefer that, but to sit there and read something, even if it's only five minutes, I don't, I just, it's not me. I can read a book 'cause I know I'm reading a book, but a blog, I would rather much rather watch a video or actually listen to something.

Jim McDannald, DPM: No, for sure. And I think it's one of those things too where sometimes people will get a little bit concerned about, so what am I gonna talk about? I, this all sounds interesting to me, but what I'm actually gonna talk about, and it really should be about What kind of care do you wanna provide patients? that, that's a huge opportunity to position yourself as an expert. Let's say you love treating runners, so what are those five or 10 different topics about running injuries you just completely love and can really, spend, 20, 30 minutes talking about on video. And then, like you said, chop it up into different ways.

There's tools now that can take video. Transcribe it. So you basically almost have the bone, [00:10:00] the bones for a solid blog after you, outlined it. you can have a video of it, you can have all kinds of stuff. So I think it really wants, it's your opportunity to showcase the type of patients you wanna take care of.

And like you said it by either putting it on your website or propagating it on social media. maybe it's 10 or 20, sometimes we get a little, in this kind of organic age of social media marketing where the numbers aren't as big as they used to be, but if you're still getting, 50 to a hundred views of a video, chances are there's gonna be people that, fall into that niche of type of patient you wanna treat.

if you only, two or three of those people come from, 20 or 30 minutes of work, that's that's definitely worth it. So I would say that, when it comes to topics, make sure you're focusing on The type of care, whether it be procedures or the type of patient you wanna take care of, focus on those topics first.

Tyson E. Franklin: Yeah, and I think it's really important too, to remember you're creating the content for your patients and your future patients. You're not creating the content for other podiatrists. if it's for your clinic. So for me for example, if I do a video, I'm doing the video, I'm doing a video [00:11:00] for podiatry.

I'm not doing videos for patients 'cause it's business or it's marketing related. But if you got your podiatry clinic and you're talking about a running problem, it's think about where is that? who is it you're talking? Is it someone who isn't a patient yet? Is this somebody who's already a patient?

Is this somebody who's been a patient in the past and you want them to come back? So think about where they are in that journey. of coming to your clinic and try and really put it outta your head that another podiatry might be watching it 'cause it's not for them. So sometimes you might say something that you, and sometimes you've gotta say something that's not technically right, but it makes sense for the patient.

I dunno if you've ever been in that position, Jim, that you'll explain it and there might be eight things that make it make sense, but if you explain all eight, it'll just confuse the patient. So you break it down to four things. Oh, these are the four things you need to do. , but a podiatry go, oh, but what about those other four?

Yeah, but these are the main four. So I think it's just important to remember you're doing it for the patient. You're not doing it for the, for a podiatry. And if a pod, [00:12:00] and if anyone commented on what you did, it doesn't matter as long as the patients are enjoying the content you're creating.

Jim McDannald, DPM: No, that's a perfect, point there because I think you really have to cater your message to the audience you're going after. if you're, and I think a good exercise for people is to, if you're on Instagram or if you're on LinkedIn and you read a message from another podiatry that are, who are they trying to talk to? I'm on

Tyson E. Franklin: Yeah.

Jim McDannald, DPM: I see some podiatrists talking to other podiatrists about ai, some podiatry talking to other physicians about direct care and different things like that. Everyone's, I don't think, for example, like LinkedIn is probably not the place where you're gonna be talking to patients.

being able to adapt your message or only use the channels for the type of audience you're going after. So if you are going after podiatrists, other healthcare providers or maybe some manufacturers, LinkedIn's probably a good channel for that. But if you're really trying to talk to

your patients, places like link, LinkedIn is not the place, so some of 'em are like Instagram, maybe something like where they can discover you. I would say also maybe, I joke around about TikTok, but there are a lot of [00:13:00] young people on that channel, maybe for a little bit of older folks. like myself and Tyson, some people are still on Facebook, so you wanna make sure they're adapting your content, these different channels, whether it be Who you're talking to or what format that content is in. But it's really important that the message you're sending is in the right place. Because if you're, for example, if you're trying to like, find patients on Twitter, if anyone in the audience here, feel free to email Tyson and myself about it, but I don't think there's many kind of patient physician relationships. That are bolstered by a kind of a healthy,

tweet stream. make sure you're going after those channels where you know that your message will be heard by a certain number of people.

Tyson E. Franklin: That's why I refer to it as Twitter, , because it's just I don't think there's any patient out there who's just, or even, just waiting to hear what you want say on Twitter. it's just not a, I don't think it's that sort of platform unless you happen to Yeah. Be in that like celebrity.

Podiatry realm and there's a, they're few and far between. I only know a couple

Jim McDannald, DPM: Yeah, [00:14:00] there's a,

Tyson E. Franklin: you'd put in there. There's a few, there's a . Few think they're there, but

yeah, there's a few out there on the, that have their own TV shows, but, besides the rest of us are, on YouTube and podcasts. yeah, but I think it's right there. Like even TikTok, if you've got a lot younger . A demographic that might work. I was listening to a podcast a couple years ago, and it was a builder, and he's got like half a million followers on TikTok because he just doing building stuff. And he said, who would've thought, I'm a 40 year old builder, I've got half a million followers on TikTok, and then he's getting sponsors from building companies.

And he said he's went on there just for a joke to show that he could put a nail in a thing and just hammer it in with one hit, and then all of a sudden he started doing a few videos on what could he . . Yeah. where could he hammer these nails into? And then he started explaining how you looked after your hammer, and then looking after other tools.

And all of a sudden there's a massive following. Just incredible.

Jim McDannald, DPM: Yeah. It's crazy. That

Tyson E. Franklin: So podiatrists could do the same thing.

Jim McDannald, DPM: Yeah, some are doing that on, on, if you're on YouTube and TikTok, they're doing all kinds of ingrown toenails [00:15:00] and gross stuff coming outta people's feet, on TikTok. But, I dunno if that attracts patients, but it's all what you're trying to go for. last, but at least I would relatively say that I.

make sure you maintain consistency and quality of that content that you're repurposing, making sure that kind of initial piece of kind of pillar content is of high quality. it reflects well on you and your clinic. You don't just want to go for the views. There's not really any benefit of doing that.

You wanna have. you want to build your reputation, display your expertise. So it's really important that your clinic's voice and values shine through all this. I think it's

also important that while we're talking about repurposing the content, a lot of channels make you really wanna make sure that first piece of content is really good. And maybe at first you're only sending it to Instagram or to LinkedIn, depending on what kind of, who you're trying to talk to. Don't try to do all the things at once, but by maintaining consistency and quality, and repurposing your content and creating good content in the first place, it can have a really positive impact on your practice. I.

Tyson E. Franklin: [00:16:00] Yeah. The only point I was gonna say just about when you're repurposing content too, especially if it's video, is think about where you are in the shot. . For when you go to repurpose it. So if you're doing a, yeah, a 16 by nine, video, and you are standing towards one side, just remember if you're then gonna put that on, say YouTube shorts, you're not gonna be in it.

You won't automatically be in the screen. Just your nose will be. So just be aware of that. And sometimes, like you said, sometimes you don't know what's gonna resonate with people and what's not gonna resonate. . So I've had two short videos recently on, YouTube that I posted. One was when I was at the Bears Game in the NFL and all they did, I just recorded the kickoff and the guy dropped the ball and I said something when he dropped the ball and I just put that up there, not even thinking about it.

And next thing it was like 1500 views and I went, made no sense. And then we were at a restaurant and I recorded something that was on our table. We were at this thing called Petite Chef. And [00:17:00] this little like . Three inch Chef runs around. It's like a projector. It's amazing. It was really good. Anyway, shot this, yeah, shot this like 27 second video, put it up there and next thing it was like 4,000 views and I've gone see, sometimes you don't know what is going to just grab someone's attention

Jim McDannald, DPM: Absolutely.

Tyson E. Franklin: and then other times I've done a short where I think this is really good.

And no one cares. actually get seven views and you go, seriously, that was a good one. yeah, so I sometimes it's just, I dunno. You dunno.

Jim McDannald, DPM: Yeah, it.

Tyson E. Franklin: is why I think you gotta keep, like you said, the consistent, you just gotta keep doing it. And even if you're not that great at the start, you just keep, keep improving.

Remember that was it. The last couple weeks I mentioned about send out your crazies first.

Jim McDannald, DPM: Yeah.

Tyson E. Franklin: Was it just a conversation you and I had?

Jim McDannald, DPM: It was a couple weeks ago. We talked about the craziest first.

Tyson E. Franklin: Yeah. Send out your crazies first. So this is what your videos are all about. Send out your crazies first, see what happens. Once you get comfortable, then the quality just improves.

Jim McDannald, DPM: Yeah, you gotta [00:18:00] experiment a little bit, right? But it is that consistency. That's really what counts.

Conclusion and Future Plans

Jim McDannald, DPM: they, we can have gr i, all kinds of ideas. We can have a plan, but until we put the plan into action, it's not gonna go anywhere. So take that first step, repurpose some content, make some, good high quality original content as well, and, see where it takes your practice.

Tyson E. Franklin: Yeah. And even as an example for you and I think when we first did this podcast, it was a video on, did we use Zoom the first time

Jim McDannald, DPM: No, we've used Riverside the entire time, but, but

Tyson E. Franklin: and okay, then it was Riverside and now we're testing something else out at the moment, squad

Jim McDannald, DPM: Gotta keep experimenting.

Tyson E. Franklin: So yeah, you just gotta keep testing things out, and I've done that so many times myself. You just keep testing different things until you find what suits you and what's what you're gonna be comfortable using.

Jim McDannald, DPM: Absolutely. I think if anyone has found, value from today's, chat, definitely, subscribe on iTunes, if you have questions about How to repurpose content. What are some good tools to use? Definitely,contact Tyson or myself, we're happy to, put you, give you some links, [00:19:00] give you some ideas.

I think it's definitely a topic we'll touch on in the not too distant future. But, but until then,thanks so much for, the chat today, Tyson.

Tyson E. Franklin: Yep. It's been fantastic, Jim and I will see you next week. Whoa. We're getting close to Christmas.

Jim McDannald, DPM: good. Tyson

Tyson E. Franklin: Very exciting.