Every successful internet marketing campaign is built on great content. Great content has five features: its easy to find, read, understand, act on, and share. Constantly producing entirely original content can be exhausting and expensive.
This post is going to share a powerful content marketing trick with you – it’s going to discuss how to repurpose content.
Repurposing content isn’t stealing another writer’s work. When you repurpose content, you create a plan that will guide your efforts to take a piece of original content you created and present it through different mediums.
As Renee DeCoskey said, you need a plan to repurpose content intelligently.
The intelligent content repurposing plan begins with an understanding of your target market. DeCoskey writes:
You see, your audience is largely the why when it comes to including repurposed content in your content marketing strategy. You want to appeal to different interests, personality types, and learning styles, so you’ve got to adapt the content.
At the most basic level, intelligently repurposing content is a way adapt your content to the three different ways people consume content – text, audio, and video. For example, you can take a blog post and turn it into a podcast or recorded interview and video.
Though you shouldn’t repurpose every blog post or interview you conduct, you can select your most popular works and move forward with them. To get you started, here are nine ways to repurpose content.
- Turn presentations into blog posts. You can take a presentation you completed and turn it into a blog post or vice versa. There is a tremendous amount of research that goes into a great presentation and if people aren’t there to see your presentation they will miss out on all of that valuable information. You can dig down and offer more in depth focus on key parts of the presentation or you could use the blog post to provide supporting materials.
- Revise old posts. Whenever you provide a case study or example in a blog post, it can quickly become dated information. Revisiting previous blog posts is a great way to ensure the material stays fresh, relevant, and useful. Revising old posts with new material and new examples is a way to maintain relevance.
- Compile email interviews. If you are interviewed by someone in the media or another blogger via email, they may only use a small part of the comment you provided. What you can do is take your responses to their questions, wait until after their story breaks or their post is published, and create your own post about the topic of the interview.
- Rewrite press releases. Press releases are a powerful PR tool, but they only serve a certain purpose. When you are issuing a press release about a significant issue, consider repurposing the release and turning it into a blog post. If it’s done well, it can become a more conversational examination of the issue and gives you the chance to link to even more supporting information.
- Atomize big articles published elsewhere. If you’ve had the chance to write for a long-form publication, you can take your article, break it into sections, and rework the content for your audience. You can also take your article and change case studies and examples to make it more relevant to other industries.
- Turn ebook excerpts into blog posts. If you are pinched for time and need a blog post, take a section from an ebook you’ve published and turn it into a blog post. It not only provides fresh content for your website, it gives you the chance to once again promote your ebook. This can tactic can also go the other way – try taking a series of popular and related blog posts and turning them into an ebook.
- Republish a guest post. Guest posting is a great way to improve your sites off-page SEO, but it can also be a great source of content for your blog. Get in touch with the owner of the site that published your guest post and ask if it’s okay to repost on your site. If you get permission, it’s always good manners to link back to the site where it was first published.
- Promote evergreen content. If you publish frequently (like you should!) not everyone will see every blog post you publish. Promoting older evergreen content that is still relevant is a great way to save time and get some extra mileage out of the great content you’ve already created.
- Turn a webinar into an ebook. If you’ve had the opportunity to host a webinar, take the time and turn your webinar notes into a polished ebook. Turning a webinar into an ebook is a great way to generate leads as you build your list of potential clients. (It’s also possible to move from whitepaper or ebook to a webinar and SEOmoz provides an excellent 10 step process to make that happen.)
A quick example
If all of this seems a little daunting, don’t worry. Here is a quick example that highlights how to take one piece of content and turn into four pieces of content.
First, if you are giving a presentation to a local chamber of commerce or an industry association, you can make your PowerPoint presentation available for download.
Second, take one section of your presentation and turn it into a blog post.
Third, write another blog post based on another section of the presentation.
Fourth, if you have the technology, record a video of your presentation and make it available for download.
Repurposing is only going to work if you are taking each new piece of content and adding more value. You should also try to limit the amount of repurposed content on your website to less than 10 percent of its total content to ensure that you have enough really fresh material.
What ways have you repurposed content that were not included in this post?