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When creating info products, it's possible to take basically the same content and create multiple products from it.
Keep in mind that different people have different preferred learning modes. Some people like to read, some like to listen, some like to watch and some like to experience something live (like a seminar). There is nothing wrong with taking the same content and repurposing it into different formats (audio, video, print). This allows people to pick the format that they like best - and if they happen to buy the same content in more than one format, then the different formats can help them to retain the information better. Studies have repeatedly shown that multiple modes of learning results in greater information retention. Also, within each format, you can create different levels of depth. As the information becomes more detailed (or more "niched") the price goes up.
Another idea is to go through content you've already created, pull out one specific piece and then create a new product out of that. You can also see if some of your content would lend itself to being a series.
Gaining Leverage
When creating content from scratch, it's a good idea to do your keyword research before you start writing anything. Then, you can map out different formats and decide on the level of depth for each one.
For example, let's say you wanted to create a piece of content about managing stress. A quick look in the Google AdWords keyword research tool reveals the following monthly search numbers:
- stress management 250,000
- managing stress 42,200
- manage stress 24,500
Obviously, it would be a much better idea to use the term "stress management" as your keyword than the much less-searched term "manage stress".
Once you know your main keyword and have the basic idea for your new content, you can then write the following pieces:
- an in-depth article for your website
- a blog post containing a summary, referencing and linking to the article
- a video on that topic you can post to YouTube to drive some traffic to it
- an audio recording of the article you can upload to podcasting sites
...and so on.
Clever Conversions
If you have an audio program on CD, give it to a sound engineer to combine all the tracks into one file and make an MP3 for you. If you have a DVD, have the video converted to an MP4 file. Have your audios and videos transcribed and turned into printed or electronic transcripts. Maybe pull some pieces from the transcriptions and make a downloadable special report or create an e-book.
With a little creativity and some careful planning, you can often squeeze more from an idea than you may have thought possible, while at the same time expanding your line of info products.
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