Benefits of repurposing content Repurposing your blog posts or videos does some amazing things. These all sound great, but how do you know which content to repurpose? The ones that got a lot of traffic, shares, or engagements relative to your other posts. Content you can expand on If you don’t have evergreen content and haven’t received a lot of traffic on your current posts, you might be wondering what content you can repurpose. Look at all your posts. Heck, I could even create a video series of me actually taking a piece of content and repurposing it. Tweets or posts that got a lot of engagement Look at your social media accounts. He told me: “When possible you should share your content on as many social sites as possible. Alternatively, you can use your blog post as a base and record a podcast episode on the same topic, but more off-the-cuff. A content upgrade is a free download you give to your audience in exchange for their email, like a cheat sheet, template, or guide.
If you’re anything like me, you spend a lot of time creating your content.
You’ve heard, like I have, that the key to content marketing is creating high-quality, in-depth content—which takes time.
What if I told you there’s a way you can get more shares, traffic, and leads from the same content you spent so much time on—with minimum extra effort?
It’s true, there is a way! You simply have to repurpose your content.
Jay Baer, founder of Convince and Convert, told me: “The key to repurposing content in social isn’t at the execution layer, it’s psychological. A blog post isn’t a blog post, it’s just a blog post at the BEGINNING. Smart marketers think of concepts and stories as just that—concepts and stories—that can take any form. You can take that blog post and make it a GIF, or a Periscope, or a Tweet, or an Instagram Story, or an infographic, or a podcast. Create once and repurpose everywhere: that’s the secret!”
Before we talk about how to do it, let’s talk about something more important: why.
Benefits of repurposing content
Repurposing your blog posts or videos does some amazing things. It can:
- Increase your social reach. By creating content in
different formats, you’ll reach more audiences. The more variations
you create, the more audiences you’ll reach, and the greater chance
your content will be shared. Repurposing a blog post into a
Facebook video, for example, could lead to a
62 percent increase in engagement (compared to sharing a post
with a photo). - Boost your SEO. Links back to your website and increased
traffic will help with SEO. Additionally, more content means more
opportunities to receive backlinks! - Hammer home your main points. They say repetition is the
root of all learning. By providing your content in multiple
formats, you’ll ensure your readers take away the key points. - Gain authority in your industry. When people see your
name or brand in multiple places on in-depth content, they will see
you as an authority.
These all sound great, but how do you know which content to repurpose? Where should you spend your time?
Types of content worth repurposing
Of course, not all content is created equal.
Some get more shares, some are crafted with more inspiration, and some are better able to convey great info.
Here are the types of content you should repurpose:
Evergreen content
Evergreen content is your golden goose—it’s the content that just keeps giving.
Posts that are always relevant, regardless of how much time goes by, are considered evergreen content. This often includes posts that go back to the fundamentals, as well as how-to content.
If you have any posts like that, they’re prime candidates to repurpose into other forms.
Digital marketing agency Koozai’s post about creating content offers a great opportunity for repurposing.
Koozai could turn their post into an amazing SlideShare presentation (which they have). They could also turn it into a cheat sheet to capture more leads, a sexy infographic, or even a short eBook… but, more on that later.
Popular content
If you had a blog post go viral, it’s the perfect candidate for recycling.
But, that bodes the question: what counts as “viral”?
You’re the only one who can answer that. Viral to BuzzFeed could mean 20,000 shares. Viral to a small blog with 10 daily visitors could mean 10 shares.
Basically, look for the posts that stick out. The ones that got a lot of traffic, shares, or engagements relative to your other posts.
If it got some traction, chances are people will dig it as in other forms as well.
Content you can expand on
If you don’t have evergreen content and haven’t received a lot of traffic on your current posts, you might be wondering what content you can repurpose.
Look at all your posts. Could you add to them? Perhaps add more resources, some relevant images or charts, or a section expanding on certain parts of the topic?
Take the post you’re reading right now, for example. I could turn it into an eBook and add more examples of brands repurposing content or just expand upon each step to show you exactly how to do it. Heck, I could even create a video series of me actually taking a piece of content and repurposing it.
Tweets or posts that got a lot of engagement
Look at your social media accounts. Did something you posted get a particularly large amount of shares or comments?
If so, then you may have struck content gold.
A7: Serial content can be repurposed over again, and can be used
to turn in to a course as additional revenue. #cmworld— Bill Widmer (@TheBillWidmer) April
26, 2016
Take the Tweet above, for example. It’s from April, 2016 and at the time six Retweets and six likes was a lot for me. That could signify a high level of interest in the topic.
If it seems familiar, that’s because it is. I’m here writing about it right now.
The best part is that you can reach out to the people who engaged with your post once you’ve written the resulting content. They’re likely to share that as well.
Words of wisdom from leading experts
I asked Neil Patel, declared by Forbes as one of the top 10 internet marketers, to give me a few words of wisdom on the topic. He told me: “When possible you should share your content on as many social sites as possible. Google doesn’t penalize for duplicate content, so might as well get the most play from your content.”
Next up, I asked Sam Hurley, ranked the No. 1 digital marketer in the world by Webinale, what his best advice was on the topic. He said: “Never, ever, EVER just write an article and be done with it! The hours invested in one piece of content can eternally harvest a return. Utilize all forms of multimedia whenever possible.”
Finally, Sujan Patel, a growth hacker and marketer who’s worked with companies like LinkedIn and Yahoo!, had this to say: “I’m a big fan of repurposing content and love squeezing every drop out of my content marketing efforts. People learn and absorb information in different ways and formats so you might as well create those formats based off your best (and proven) content.”
The experts all believe wholeheartedly in repurposing content.
Now, you know the why. Next up: how.
11 ways you can repurpose content with minimal
effort
So, you’ve found a few posts to repurpose. What do you turn them into?
Podcasts or audio blogs
If you have a decent microphone, you can record yourself reading your blog post out loud to create an audio blog for your website. This is a great way to give visitors multiple ways to consume your content and can be particularly useful if they’re on the go or at the gym.
Alternatively, you can use your blog post as a base and record a podcast episode on the same topic, but more off-the-cuff. This allows you to create unique content and gives visitors an incentive to read and listen.
You can use a free program...
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