You may spend hours or even days crafting a stellar blog post before publishing, so why not milk it for everything it’s worth? By repurposing your content in multiple formats, you’re getting a better return on investment for all your hard work.
Advantages of repurposing content
- You can breathe new life into old content and continue to gain value from your best posts ✓
- You also already have a head start on the creation process ✓
- Get an SEO boost – multiple pieces of content around the same topic can generate more opportunities to target the desired keyword ✓
- Reach a new audience – often, your original piece of content may have only made a splash with one group of customers. Repurposing the content for different mediums allows you to meet an audience where they are ✓
- Reinforce your message – repetition can be an essential part of sending a message that sinks in ✓
- Build authority – publishing quality content in many places on a single topic can help raise your profile in the industry ✓
Where to start
Check your site analytics to see what posts have performed best over the past few months. Ideally, you want to select ‘evergreen’ content – posts that are timeless and that stay relevant for a long time. High-quality evergreen content always gets traffic.
Some people like to download white papers for reference. They may like reading blog posts, but to them, a white paper has a more formal feel. White papers are usually designed well and easy to read. The content can simply be a collection of your blog posts. Simply copy and paste the content from your post to create the content for your guide. You can hire a designer to create a PDF document that looks nice or use a tool like Canva to do it yourself. Alternatively, you might try your luck on Fiverr.
Create a presentation in PowerPoint that gives an overview of your content and upload it to SlideShare. Each slide should have one key point from your post. These points should be the headers used in your post to define the different sections.
Infographics turn blog posts into something visual for readers. They are particularly effective when content has a lot of data. You can hire a designer and have them create a great looking infographic or try it yourself using tools like Visual.ly or Canva.
People love a good infographic – they’re often shared on social networks like Pinterest, and sometimes others will ask if they can publish it on their own website.
Webinars can a successful selling tool for businesses, especially in B2B companies. Some have video. Others use audio. You can turn your blog post(s) into a slideshow as discussed above, and present this to viewers as if you were doing a live presentation.
Check out: How to host a killer webinar
Convert your white paper content and PowerPoint into a visually attractive e-book. You can pay to have this done or do it yourself with a tool like Beacon or Blogxp. Alternatively, you can create and publish a slick-looking Google Doc online with Google Doc Publisher.
Post on Quora
You may already be sharing your posts on Facebook, Twitter and LinkedIn. But what about Quora? Quora – a social Q&A site – has around 190 million monthly users. You can post your content on a blog or use it to help answer people’s questions.
Create an email series
Some content lends itself well to bite-sized chunks, which is ideal for an email series or nurture program.
Once you have your email series all set, you can offer it to readers on your blog and use it as an opportunity to collect new leads and subscribers.
Refresh and republish old posts
Modifying old content is pretty straightforward – you can add in any relevant updates or changes, tweak your headline and graphics, and then republish. You can add a quick note at the beginning or end to let readers know about the post’s origins.By repurposing your content in multiple formats, you're getting a better return on investment for all your hard work.Click To Tweet
Tips and tricks
Use your smartphone
Your smartphone is a great way to capture content on the go:
- You can take notes with an app like Evernote
- You can take pictures
- You can record videos
- You can create GIFs
- You can record audio
- You can live stream
If, for example, you’re supervising a video shoot for an interview, why not record the audio at the same time? You can edit it later on and turn it into a podcast.
Take advantage of tools
Whether it’s a mobile or web app, SaaS tool or marketplace, there’s an abundance of fantastic products and services that are easy to use and affordable. You don’t have to spend thousands of dollars.
The bottom line
Repurposing content is a big time saver for content creators and deliver some great results for marketing teams. The key to success with repurposing is continuing to offer value to your audience.
How does repurposed content fit into your marketing plan? Please share your comments, thoughts and ideas.
Content marketer, blogger, author and tech geek.