As a marketing expert, you definitely have a lot of work to do (and not enough time for you to get it done). You might also feel occasionally struck by writer’s block when it comes to creating refreshing, unique content.
Given these types of challenges, you’re always looking for ways to make your job easier while continuing to produce high-quality content on a regular timetable. Fortunately, content repurposing is here to take some of the weight off your shoulders.
At first glance, content repurposing may seem like a way to cheat the system, but it’s not. You’re reworking your existing, high-quality content and presenting this in a different form on new channels. In this post, we’ll cover the basics associated with content repurposing, outline the advantages it can bring to your business, and discuss specific strategies to repurpose content you’ve already developed. We’ll also talk about tips on how to create new content with future repurposing in mind.
When i mentioned above, content repurposing may feel like a cop-out in case you are unfamiliar with the strategy. A person don’t want your audiences to feel like your content is certainly repetitive, or that you don’t care about creating unique content upon every channel. You also may think that content repurposing indicates taking something that someone else has established and reworking it to suit your brand message. Content repurposing is neither of these factors. You’re not being repetitive, you’re using content you and your teams have purposely created, giving it new life, plus ensuring that all segments of the audience can gain value from what you have to offer.
For more clarity, let’s briefly review what content repurposing is certainly and what it isn’t.
Articles repurposing is…
Content repurposing isn’t…
Sharing an old blog post that you’ve updated with new, relevant data and thought leadership quotes.
Writing an old blog post on your Twitter profile without updating content material for relevancy and simply changing the description. (This could certainly be seen as lazy. )
Taking heavy-hitting important statistics from an Ebook and creating an infographic to post on Twitter.
Taking a news write-up from another site plus editing it to fit your brand name or business image.
(Technically this could be repurposing, but it’s mostly stealing. )
Creating video clips of podcast documenting sessions to post on Instagram to generate hype and exhilaration for an upcoming episode.
Posting a campaign on different social media stations. (This isn’t repurposing, it is cross-channel marketing. )
SEO boost. When you have multiple pieces of content focused around similar targeted keywords, search engine crawlers will usually recognize you as a way to obtain authority. You’re not just developing content for the sake of it — you’re putting out beneficial resources, in multiple various forms, that provide value to your users.
Additionally , repurposing content helps you scale, both in terms of content amount plus audience reach. Simply creating a blog post gives you a existence, but creating a blog post that can be turned into an email newsletter or perhaps a how-to YouTube video gives you three different types of content in one, plus a presence on three individual platforms with three separate and diverse audience organizations.
The HubSpot Academy’s totally free content repurposing mini-course discusses the benefits of content repurposing much more depth if you’re interested in learning more.
Given the benefits that it can bring to your marketing efforts, let’s go over various ways to repurpose your content.
How to Repurpose Content
As mentioned above, repurposing content means taking one particular asset and reusing it somewhere else. If your goal is to repurpose existing content for various channels, start by taking a look at your metrics. Take note of what offers performed well, and write down ideas ways to continue to provide worth to your different target audiences with the same content in various forms.
If you feel as though there is no possible way to repurpose the content you have or will have, there probably is a remedy. We’ll go over some choices below.
Youtube . com, especially with graphics-heavy pieces. Suppose you’re a business that coaches salespeople on learning a sales call. You can write a script to incorporate in a blog post, but it could also be converted into a YouTube video exactly where an actual salesperson runs through the script.
2 . Create a SlideShare.
This is one of the easier methods to repurpose your blog content, because you’re simply converting it into presentation form. Identify a piece of high-performing content, plus reproduce it into a SlideShare. SlideShares are beneficial due to the fact they’re easily shareable, plus it introduces audiences to your words and phrases in a different, palatable way. Plus, presentations allow you to integrate other graphic elements that aren’t always present in long-form blog posts.
Copyblogger, a articles marketing company, went this particular route with one of their high-performing blog posts, as shown in the image below.
3. Create an infographic.
Have a blog post full of statistics or data? Think about creating an infographic.
Consumers appreciate visuals, so creating a summary of the most hard-hitting statistics from your posts is a new, engaging way to give meaning to your content. You can place these infographics within the post, but they can also be repurposed plus posted on social media (which we’ll cover below).
four. Create an ebook.
Creating an ebook is a great option for long-form blog content that gives educational value to your audience. In your blog post, you can touch on specific key elements of your subject and offer the ebook as a more in-depth debate of the content you’ve produced. Search Engine Journal, a recognized SEO resource, went this particular route with their blog post series about Content Marketing. They have ten free-to-access articles concerning the subject but offer a a lot more in-depth ebook guide.
5. Extract thought leadership quotes.
Do you often recruit industry experts or thought leaders to contribute to your parts? If you do, you recruit these people because you know they have precious insight (and your market will think so as well). Take heavy-hitting quotes from articles and post them on your social media accounts, create infographics, or use them because snippets in email notifications. Here’s an example from the HubSpot Academy Instagram account.
6. Create a podcast episode.
In the same vein since extracting quotes from thought leadership or industry head posts, consider creating podcasts out of these high-performing content. You can use the copy as a script, invite thought frontrunners back for more in-depth discussions of the insight they’ve given for the posts, or simply discuss the blog post in its original form.
So , there are various methods to repurpose your text-heavy blog posts to give them new living and expose their content to different audiences. We’ve briefly mentioned it above, but we’ll cover more examples of repurposing content for social media marketing below.
Instagram size requirements, you can use these types of images as the background for quotes you extract through blog posts or simply post the images on their own to attract audience attention to a previous project.
2 . Post thoughts of existing video content.
Do you have YouTube videos or any type of business-related video content material? Post snippets on social networking.
Most platforms allow you to blog post video content, so if you edit it down to fit inside their video-length requirements, you can easily repurpose a video for each of the systems you have a presence on. Should you be hesitant to go this path, or new to video overall, consider the following stats through Wyzol: 86% of video marketers say that video has a high return on investment (ROI), and 85% of businesses already use video as a marketing tool.
3. Post user-generated content material.
User-generated content can be anything from reviews on your product pages to one-off twitter posts from a satisfied customer. Although it may seem like these only supply value in their original funnel, they can be repurposed for social networking. Here’s an example from elegance brand Black Girl Sunscreen where they’ve used consumer reviews in an Instagram movie for a new product launch.
Here is an example from Starface, utilizing their Twitter account to Retweet customer testimonials.
4. Repost social media content from your other profiles.
It may seem rather convoluted, but you can repost content from your social media profiles to your some other social media profiles.
This could seem like taking a screenshot of a Fb post to share on LinkedIn, a picture of a YouTube thumbnail to promote a new video in your Instagram Story, or a screenshot of a Tweet for your Instagram page. Here’s an example of these from Stacey Abrams, former Congressional Representative and Atlanta-based activist.
infographics from your existing content is a precious repurposing strategy, especially when it comes to data.
While your market can read about your results in blog posts or e-books, data visualizations, and visualizations in general, increase the impact of the words. Your audiences very literally get a picture from the significance of the information you’re giving them, and images are more likely to be retained. In fact , pictures are 65% more memorable after a period of three times.
The post below is a data infographic from the HubSpot Instagram account.
6. Extract quotes from existing content.
We mentioned this earlier on, but the strategy of extracting quotations from top-performing content, specially when they contain insight through industry leaders, is particularly impactful on social media channels like Instagram or Twitter. Draw out these quotes, create social media posts, and re-use them on all your favorite social platforms.
Webinars and videos are exclusive forms of content. They’re a thrilling way for your users for connecting with what you have to offer, however unfortunately, they aren’t continually accessible to all members of the target audience. Thankfully, there are ways to repurpose them so everyone can benefit from what you have to offer. Beneath, we’ll go over how to repurpose video content to meet the various needs of your audience.
1 . Create text transcripts of the videos.
One of the easiest ways to ensure that your videos and webinars are accessible to everyone is to create transcripts. While you can certainly create captions for your content, creating transcripts creates an extra way for your audience users that use Assistive Technology to take pleasure from what you have to offer.
2 . Switch video transcripts into blogs.
Another benefit to creating transcripts is that they can also be repurposed as blog posts. If you create a scripted movie that follows a logical construction, a transcript likely won’t need much editing prior to it can become a blog post. For example , Moz, an SEO tool, produces a weekly movie series called Whiteboard Fri. Each video is its piece of content but they also use a transcription tool to turn the videos into blogs.
3. Create a podcast event.
Aside from accessibility methods, you can also repurpose webinars and video clips into podcasts. Simply get the audio file, use your preferred tool to clean it up (here’s a guide from Adobe), and post it on the preferred podcasting platform.
starting a podcast for your business. The resource will teach you how to build your give food to, organize content, and market to your target audience.
Podcasts are unique in that these people allow creators to connect with their audience on a personal degree, as hosts humanize a brandname or business with their own personal experiences and anecdotes, often with lighthearted conversations. Pod-casts are also a great way to reach younger audiences, specifically Millennials and Generation Z. Given this, let us go over a few ways to repurpose your podcasts to reach wider audiences.
1 . Record your own podcast sessions for social media.
One of the draws to podcasts is that they feel human. Utilize this to your benefit and consider using video of your recording sessions. When you have upcoming episodes, you can release video snippets upon social media to generate excitement inside your audience, or simply post thoughts of recent episodes. Full Business, a podcast developed by Black women for Black women, does this and posts their snippets on Instagram. They invite famous guests to participate in the podcasts, which adds an element of excitement to their listeners and followers.
You can also post full-length sessions on YouTube, or create smaller video snippets associated with heavy-hitting sections.
2 . Pull out quotes for social media.
This has been mentioned multiple times, yet pull out relevant quotes designed for social media, especially if you have asked guests on your show. Rates from industry experts or superstars that your audience look up in order to and view as useful resources can be posted on different social media platforms, or even within your blog posts.
3. Develop transcripts of your podcasts.
Just like you can for your videos plus webinars, you can create transcripts of your podcast audio regarding accessibility purposes and for blog posts. However , it’s important to note that the podcast audio may need more editing than a scripted video or webinar if the conversational tone of your shows doesn’t mirror your blogging style.
4. Embed your own podcasts into your blog posts.
Almost anything can be embedded these days. Not just does it help you share different forms of content, but it is a great way to provide additional worth and context to your customers. If you’re a HubSpot CMS user, you can embed podcasts episodes directly into your blog blogposts. Here’s an example from a HubSpot blog post.
SEO value, and promote the updates you’ve produced. Some blogging platforms even allow you to change the publish date, enabling to display it on your own blog as a brand new submit.
It’s also worth considering upgrading (or adding new) calls-to-action to articles that are nevertheless generating traffic to increase leads potential.
You can do the same with Ebooks. Whether you’ve published it last year or five years ago, make some refreshing updates and re-promote it! This can save you the time of creating a blog post or Ebook from scratch while you still obtain the benefits that a new Ebook provides.
Should you choose to go this route, consider using UpContent to create e-mail digests and social media articles to share updated, high-performing pieces with your audience (displayed within the gif below).
Leverage Your Existing Content to Drive Further Engagement
All-in-all, being a content creator, you do what you do because you know you can provide value to your audiences. Regrettably, creating high-quality content doesn’t just happen overnight. It requires time, care, and assets — which can sometimes be considered a tedious process.
Repurposing your own existing content isn’t meant to be an alternative to creating new content, but rather a supplementary strategy. You are able to continue to create new articles while at the same time giving new living to your existing, high-quality pieces and providing your target audience with relevant, timeless info.