Repurposing communications for online use

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Does content creation for digital media give you a headache? It shouldn’t. I am always amazed when I meet with people at organizations that don’t think they can’t maintain a sufficient flow of information to their Web site. Mention an e-newsletter or blog and most people just shutdown. It seems like too much. The concept of creating online content can seem like a burden, but it shouldn’t be.

Most of our clients are communication and marketing professionals who constantly manage ideas, news and information. And more importantly produce content. That audio tape from an interview for a company newsletter or magazine can be digitized and with a bit of production turned into a podcast. Ideas that didn’t quite make it into an article but are still of interest may be great for a blog posting. Even a news release can be chopped up and repurposed for areas of your Web site or an e-newsletter sidebar.

Successful online communications requires you to think beyond the original medium. Understand the message and the audience that it is designed to connect with. Then explore opportunities to make it fit elsewhere and extend your mix of media and messaging online.

Podcasting continues to gain momentum

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I was impressed the other night to see that a few resources I frequent to feed my interest in music now include podcasts (see iTunes and Live365). And this audio content isn’t just from professional broadcasters or just music. Organizations like yours and ours are using podcasts to deliver content in a more dynamic and conversational manner.

An 2010 podcasts will attract an audience of 60 million. Within the next five years, “demand for these time-shifted digital audio files is expected to grow from less than 15 per cent of portable digital music player owners in 2004 to 75 per cent during the next five years, a compound annual growth rate of 101 per cent.”

Keep your eyes and ears tuned for some iStudio Insight Podcasts in the next few months featuring some of our best ideas, employees and clients.