Repurpose Your Content to Maximize Marketing Results

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Content marketing is one of the most effective ways to market your home business. It’s able to show off your expertise, it’s affordable, and it’s easy to distribute.

The challenge of content marketing is that it takes time to create, especially since Google prefers unique content over duplicate content.

The solution is to create new forms of content from existing material referred to as “repurposing.”  

Why Should You Repurpose Your Content?

Repurposing content not only saves you time and money but also, it:

  • Improves organic search results: A variety of content spread over different platforms provides backlinks to improve SEO and more chances for you to be found in search engines.
  • Allows you to target market: Repurposing content doesn’t just mean turning a blog post into another format, but also rewriting content to target specific audiences. For example, if you’re a weight loss expert, you can write 5 Tips to Eat Better for your own blog, and then rewrite it as 5 Tips to Eat Better for Moms for a mom blog, and 5 Tips to Eat Better for Baby Boomers for a retirement blog.
  • Expands your online presence: Repurposing content also allows for your content to appear on other sites, thereby expanding your online presence and increasing opportunities to be found.
  • Reaches new audiences: Along with expanding your online presence, having your content appear in a variety of locations increases the chances you’ll be seen by people who haven’t been exposed to your expertise before.
  • Increases your authority/credibility: Having your content appear in other locations can set you up as an expert, which can increase your authority and credibility.
  • Gives new life to old content: Updating or turning existing content into a new format is a great way to revive old material that may have once been popular, but over time has been lost under new content.

14 Ways to Repurpose Content Online

There are a variety of ways you can repurpose content, and new options appear frequently. Here is a list of 14 ideas to re-use your content:

  1. Facebook Live and/or Periscope: Live video is increasingly popular. You can take your new blog post or other content and do a live update.
  2. Social Media Graphics: If you have tips or steps content, you can list the steps and post on Pinterest or other social media. Or you can take a quote and make a graphic to share on social media.
  3. Linkedin: Many people don’t know that you can post your articles on LinkedIn. You can even add videos, your lead magnet and more.
  4. Infographic: Turn your content into an infographic, where all of your ideas and data are presented in visual form.
  5. Podcast: You can turn your content into single audio or add it to your podcast line up. Offering both an audio and text version of your content is a great way to offer content based on what visitors prefer (reading vs listening).
  6. Slideshow: Create slides for each of the major points of your content and share it on presentation sites such as Slideshare.
  7. Video: Video has grown increasingly popular. You can easily turn your slide show (#6) into a video. Or you can do a live-action video (you sitting in front of your webcam) or a combination of slide and live-action. Not only can you put your video on YouTube, but from there you can embed it on to your website and share on social media.
  8. Webinar: Turn your content into a free webinar that you can use to build your email list or promote your product or service. Webinars can be saved and posted as a video (#7) as well.
  9. Lead Magnet: Add or repurpose your content into a lead magnet to build your email list.
  10. Add to Email Campaign: Include your content in your email autoresponder or a targeted email campaign.
  11. Book/Guide: Revise and compile your best content into a book or guide that you can sell, or offer as part of your lead magnet.
  12. Spinoff Articles: Revise articles to target specific markets, or break down long articles turning the subtopics into their own form of content.
  13. Checklist or printable: People like free stuff that helps them. If it fits with your content, create a checklist or printable. For example, food blogs often have printable recipe cards with their recipe blog posts. If you have a step-by-step blog post, you can create a checklist.
  14. Add to or create an app: More and more people are accessing content on their mobile devices. Having an app that you can send your content to makes it easy for your loyal followers to keep up-to-date on what you offer.

Get Started With the Content You Have

Repurposing content is fairly easy, but it does take planning and pulling together of tools. The quickest way to get started in reusing your content is to work with existing content. Here’s how:

  1. Make a list of the content you already have. Focus on content that is popular by checking your analytics. Along with content that is currently popular, check out the stats of older content that might still have value. For example, the article you ran recently might have the most views this week, but if you check your stats over the past year, you might find an article that continues to bring visitors to your site. When listing your content, be sure you make note of all the types that you have including blog posts, videos, books, etc.
  2. Decide how you can reuse the content in a different way. For example, can you take information from your book and create a blog post? Can you create a slideshow or video from your article? Can you revise an article and offer or sell to another online medium? Use the list of repurposing options above to get ideas on how you can repurpose your existing content.
  3. Focus on popular content that you can repurpose more than once. Remember, the advantage of repurposing content is in saving time. To that end, you want to use content you know appeals to your market. Further, while repurposing once is nice, if you can change content in three or four ways, that’s even better. Some online marketers can repurpose content into eight pieces or more, such as taking an article and: 1. revising for other websites, 2. creating a slideshow, 3. turning the slideshow into a video, 4. putting the content into a free report, 5. turning the article into an infographic, 6. recording an audio version of the content for a podcast, 7. picking out quotes to create social media posts, 8. creating a printable offered along with all other forms of the content (i.e. a link to it from the YouTube video).
  4. Don’t forget that you can revise each bit of repurposed content toward a new market. Using the weight loss example earlier, not only can the content be geared toward the mom or baby boomer markets, but also within those markets, the content can be repurposed. That means you can have an article, video, printable, etc targeted to moms and a whole other set for baby boomers.
  5. Determine where you’ll distribute to. The obvious choice for video is YouTube, but it’s not your only option. Where you want your content to show up will determine the type of content you create and the revisions you make to it to fit the market.
  6. Gather your tools. Repurposing content often requires a variety of other tools. The good news, many are free. For example, you can use free slide presentation programs such as Google Slides or Open Office Impress. Many computers come with video tools such as webcam and software built in. If you’re not skilled at creating alternative media content, you can hire someone through Fiverr fairly affordably.

Planning for Future Content

Once you’ve repurposed your best existing content, you’ll want to consider content repurposing as you create new content. As you make your editorial calendar, add additional content format ideas and dates by which to complete them. For example, if you have a blog post you’ll be adding next week, look at your other repurposing options and set dates for adding them, such as a slide presentation the following week, and a video the week after that. 

From now own, always look for ways you can reformat your content, and make a plan to repurpose at least three or four times to maximize its reach and appeal to your market.

Things to Consider When Repurposing Content

As you create new content from old, be sure to cross-promote your materials. Add the YouTube video to your blog post. Share your slideshow or podcast on social media. If you have a printable, add a link to it from all the versions of the content.

Keep your target market in mind as you create and distribute your content. You maximize your results if the content speaks directly to the needs of the market. While moms and baby boomers might want to lose weight, their reasons for doing so may differ (i.e. looking great versus improving health and vitality). The better your content addresses their specific concerns and goals, the more likely you’ll entice them to your business.

Track your results. Unless you have all the time in the world, you don’t want to waste time or money on marketing tasks that don’t deliver. Stats you should track include your most popular content across all platforms (to repurpose again) and least popular content across all platforms. If you have a platform that doesn’t generate any business, consider dropping it from the list. If you have a platform that is doing well, find ways to add more content.

Finally, consider repurposing your content for offline opportunities too, such as print magazines or newsletters and public speaking.