1) Repurposing Presentations: Set Goals
Step 1: Set Goals
The first step for all presentations is to set your goals. Your process for presentation creation should always start by asking yourself, “What is it that you want your audience to say, know, or do differently as a result of hearing you speak?”
The answer to that question will help you create and keep you focused on your main message.
Repurposing Digital Content – Case Study
A few years ago, I had a client, Dr. Abidi. She was a doctor who had just joined a hospital-based woman’s internal medicine practice and she had been invited to speak at a woman’s health conference. When I asked her goals she told me “I’d like woman to understand typical health screenings. They are so important and we often just don’t have the time in office visits to adequately explain the importance of routine health screenings”.
So here’s how we defined the goals for her presentation:
1) to educate woman about typical woman’s health screenings and issues
2) to attract new patients to her hospital based practice
3) to create good will in the community and
4) to refine her public speaking skills.
In this case her ultimate goal was lead generation. So the question to ask was, “How can I create this content so it meets my presentation goals and I can continue to use it for lead generation after the live event?”
She purposefully chose a broad topic: Recommended medical screenings for woman for each decade of life. By choosing something beyond the specific services of her practice, she would attract a larger audience.
And in general, if you want to attract a larger audience it is best to focus on industry trends, informational how tos/tips, or reviewing a relevant case study. (One quick word of warning: Keep in mind that a broader audience isn’t as targeted, so you’ll need to analyze for yourself the best approach.)
Another advantage to broad scope content is a much longer shelf-life. Think about it… product details change from year to year, but general industry information remains relatively stable. This means this that a general/broad presentation can be gift that keeps on giving in terms of lead generation for years to come.
Step 2: Create Core Content Messages First (Click for details.)