Curating Content: Repurposing Your Content

By Christine Trimbur

We all know that content is king. Without good, quality content, you will lose readers. And losing readers means losing revenue.

But how do you find the time to create high quality content? Creating epic posts can take hours to do. And if you are a small business owner, there are a lot of things much higher on the totem pole of necessity than creating content for a blog site. If you’re a marketer of any kind, you are now required to generate more and more content for clients.

So, what do you do when you don’t have hours and hours each week to generate content? Repurpose content you’ve already created.

I know, I know. It seems to go against all content marketing advice. And there is good reason to be concerned. Google is quick to punish duplicate content very heavily. In fact, it’s one of the biggest no-nos in online and SEO marketing.

However, repurposing old content is a bit different. This involves breaking up your existing content and placing it in a new format. For example, you could turn blog posts into an ebook or videos into podcasts.

Our world is a noisy place. Pretty much everything you’re going to say has already been said – multiple times. So, trying to produce fresh, new, unique content over and over is extremely tiresome.

This strategy will breathe new life into your old content and let you cast a wider net on multiple marketing channels.

What Content Should You Use?

The first step in repurposing content is discovering the right content to repurpose. There are three main types of content that you have already produced that will work for repurposing:

1. Your most popular content.
These are posts, webinars, or interviews that drove a lot of traffic to your website. These are also the ones that got the best feedback from your audience.

2. Content with the most engagement.
This is the content that struck a particular cord with your audience. They’re the posts that stirred the pot and sparked a reaction. This will be content with the most likes, comments, shares, and interaction. These posts show that your audience wants to see more content from you.

3. Evergreen content.
Your business likely has content that never changes. No matter how many years go by since you produced it, the subject still continues to be relevant. It’s evergreen and can be repurposed easily into another piece of helpful information for your audience.

Repurposing Content Smartly
Now that you have your content in hand, it’s time to start the reworking process. It doesn’t matter what format your content is in – video, blog post, or podcast – you now have the opportunity to turn that content into something completely new and compelling.

Here are seven ideas to help you start:

1. Turn webinars into short videos.
After a webinar, you usually have about an hour-long video of your most recent brain dump. This video contains great nuggets of information that can be reused for other purposes.

Instead of allowing your webinar to hit home that one time, split it up into smaller clips. There is a lot of technology available to help with this. Then once you have your bite-sized clips, put them on YouTube. Optimize them by using titles such as “How to…” or “XYZ Guide to…” You will get a lot more exposure from different audiences looking for the exact information you are supplying. You can then add these shorter videos to your website as a resource for readers.

2. Combine old blog posts into guides.
Usually, blog posts have a very narrow focus. They offer very specific information concerning a particular aspect of your product or service. However, if you bring several of these posts together, the result will be a lengthy, helpful, informative guide. Add a simple introduction and conclusion and you’re all set with a new product to sell.

3. Use statistics as social media posts.
If you already put together a post stuffed with statistics and compelling information, simply pull those statistics out of the post and use them as quick and simple social media posts.

Statistics are very eye-catching. They tell your audience a story and establish your credibility in your field. By using them to back a point you’ve made on social media, you can redirect them to your blog for further reading.

4. Turn blog posts into an email series.
If you are looking to grow your email list, offer a free, informative series of emails by simply repurposing old blog posts and turning them into an e-course.

No one will ever read everything you’ve written on your site. Which means that they will miss some of your best work if you don’t place it square in front of their nose. An email series is a great way to accomplish this.

5. Turn your video into a podcast.
Podcasts are some of the hottest content marketing tools available today. People are listening to more and more podcasts on their daily commute, while walking the dog, or when they are out running.

Use your most fun and entertaining evergreen videos on your YouTube channel and turn them into a podcast.

6. Create an expert advice e-book out of podcast interviews.
You’ve likely interviewed experts from time to time on your podcast. And these interviews are pure gold.

People love to hear information from big names and successful people. However, there are those who don’t listen to podcasts. Therefore, to reach a wider audience, you should turn those interviews into an ebook with the promise of expert advice on a particular topic.

7. Turn blog posts into an infographic.
Infographics aren’t new. Even so, these images remain one of the hottest forms of content available online. They have evolved, though. There are three main trends driving new ways of storytelling for infographics:
• Modular design.
In other words, breaking down infographics into smaller sections so that they can be viewed all together or as individual pieces.
• Storytelling.
Infographics can be used as a guide on a particular web page. Businesses control the story being told through the imagery and with compelling copy.
• Divisible content.
Soon, infographics will be repurposed into new forms of content, like blog posts or presentations. If you are able to divide the content of your infographic up, you can then add sections of it to other forms of content.

Repurposing is a smart way of revitalizing your content. It will help you maximize your reach and turn your information into something exciting for your audience.

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