How do you repackage content

Some of us would want to travel back in time and see how the old web pages looked like.

It certainly gives us nostalgia and takes us back to our earlier days, when the Internet was super slow, not so beautiful and well, not very efficient also.

However, it certainly had its own charm.

Here is our chance to look back into the time and surf the web pages in old way.

I’ve got a lot of ideas thru my old post.

It gave me a starting point.

For all of you readers out there, our topic this evening is all about repurposing content.

Articles, podcast, webinars, videos, PDFs, you name it – every piece of content that you create.

It can be repurpose.

The beauty of it is that … you don’t need to create another content.

You just repurpose the old ones and turn it into another content.

However …

Your goal should be immediate.

What is even better?

You’ll dwell (or take a walk)

—empty your head

—and then you’ll feel what it’s like to create

—to design, to code, to produce

—in a way that feels natural and is destined to be remembered forever.

A new possibility arises with this process

—one the majority of beginners fail to think of.

Repurposing the posts you already have

—what if you can‥

—create one

—usually a snippet

—that goes a long way with your own audience?

With Visual Repurposing, this is actually possible.

Even though you don’t need to have a strong eye, you do need to be able to visually see what you’re building.

So your target audience can follow your brand and jump right to what you’re about.

It’s too hard to go into a website or blog post and explain that you’ve created a snippet of text and you’ve got to start with the whole post.

A noticable tweet from the original tweet’ would make this so much easier.

Google can then link you to the host of other sites on the web

—or directly to the content you’ve created yourself

—that can fill in the blanks for you.

And, you won’t have to worry too much about lost leads (the best result for a long-term repurpose project).

Never ever, EVER, bother with some cheesy pop-up text-based description or awesome back-and-forth with a hashtag

—just spray your content with a visual language, and in a few moments, people will get what you want them to.

Don’t be afraid to go full-on zero-fluff boom

—but stay simple and truthful.

It just work, because visual re-uses are hard and will give you a one-time, lead vacuum.

Think of the inner Joe Shmoe like a brand identity, and the outer Joe Shmoe like a logo.

When you’re creating a visual repurpose of an old post

—and sending it out to your followers

—consider the two Joe Shmoes togethe

—the one that you want to re-shape and the one that is about to be transformed out of existence.

You might be surprised by your results.

Chances are, if you’re going to do a repurpose of a photo.

You’ll want to give that image a logo and a tagline of some kind to work with immediately.

Stand out from the crowd, and garner interest.

Then, use that advantage to develop a video or a blog post.

Benefits include:

• Gain instantaneous recognition among your followers.

• Get an interview or two to squeeze out the most attention and get the most out of your old content.

• Build up a new community of readers that will become your core for exploring and finding new content and techniques.

• Gain more traffic, more shares, more visitors, and more leads.

• Re-use the same content effortlessly on many other sites. That the content you post is 100% original makes repurposing it beneficial for any blog.

• Spot the difference at once.

You don’t need to dig into your blog writing history like a muckraker.

Write up your release of machinate.

After it’s a few months old, update it with frequently requested content.

Of course, you can update it to reflect the changes that are happening in your life, but that adds to the work, aggravation and rapearies.

Repurposing to you, is writing original content that works and pays you—until you get battered by the media press and forced to rewrite/re-edit.

It as users mock and post nonsensical critique, accusing you of spelling mistakes and being ill-prepared.

Personally, I want to stretch finally to be able to write my own posts, but if I’re always stuck, then I can’t afford to do it.

This is why I’m now back to writing directly, using paid services.

Spend only a section or two inserting new notes, other information and photos.

Once, I transferred my knowledge of Rustic Houses to an entire blog post, which later got copied, traced, and embedded into a Mercurial repository, which has now been reopened and released as a community work.

I’m happy about that—hopefully we have the same result here.

With Visual Repurposing, I had to take photographic files that were junk, just motion and blur, cut/paste them into new indexes (Graphicsaku, Visual Access, thememory.com).

Do a full review for a specific type of image, looking for not just notable flaws but also quirks or bad edits (apologies my copy on an old tulpa is cited incorrectly); create tags for content related to my own.

Repurpose is all about finding an old post or piece of content and getting it into brand-new form.

The best way to do this, of course, is to dig into the history of the post and then use some of your knowledge to create something new.

Here are a few opportunities to make this a reality.

First, if you have any kind of business model or anything else involving online marketing, read this post.

This piece is full of do’s and don’ts regarding repurposing or sharing : d.

If you care about your brand, blog faster.

In my experience, improved blog speed and reach is a huge benefit of repurposing content.

Normally, your articles are published one article at a time, when they’re ready.

Without a quick turnaround, you end up having to prematurely close your blog and never move forward elsewhere.

(And if using WordPress and moving from workerstations to public servers hasn’t already kicked you in the butt, it will.)

Instead: Be the one providing the content.

For example, if you are a fitness blog and the main feature is a photo of a client’s exercise routine, make it so that the post appears in the default list and isn’t a direct link.

This saves time for the visitors, the author, and hopefully the reader.

Second, if you’re writing about a particular topic, make sure you include links to the original sources, as if they’re in this article.

Finally, I always enjoy repurposing.

I get so much out of reading the history of past posts that way.

By looking at the process, you feel the time

—in fact, it’s what makes me fall in love with writing.

Repurposing lets me really discern what directions I want to take to save time and effort in the future.

If you’re not sure how to start, a couple things to consider are:

1. Can you find a quote and add an image, be it a pressed folksy quote that’s been around for years that you want to use or something fresh [with a bit of you in it]?

2. Are there photos or diagrams that help showing how you did something [or could]. “See, this is really simple!

It’s just two right angles of a fish cage.”

3. If you have an original source, include a link to it [see How Do I [Insert Source](#bothnooks) for more information on this subject).

4. Aside from repurposing, diving into the past is a great way to be creative.

Think of some of your ideas from a different angle and start exploring!

Click here to view original web page at blog.hubspot.com

With the holidays just about here (can you believe it?), content creation is getting more and more difficult.

With everything your marketing team needs to get done, it seems like there is no time left in the day to produce valuable content.

To top it off, your team members are going on vacation, and the sales organization is more pressured than ever.

What to do?

The easiest, and often smartest, solution is to repackage already existing content.

What do we mean by that?

All that repackaging content means is taking something you’ve already produced and either putting a different spin on it, changing its format, adding new content, or updating existing content to bring additional value.

Let’s look at an example! 

This week marks a year since David Meerman Scott became Marketer-in-Residence at HubSpot.

David has been actively contributing his expertise to the HubSpot marketing team and constantly helps us think of new content ideas.

We’ve gone a long way in our collaboration efforts mostly thanks to repackaging content.

Here’s how we did it, and how you can do it, too.

1. Turn Videos Into Blog Posts

The Weekly Marketing Cast is a weekly video podcast between David and HubSpot, which now has more than 50 episodes!

Each episode has also been featured on our blog with specific examples and takeaways for marketers.

By adding text-based content to the video, we ensured that this asset will also rank well in search engines when people look for similar types of content.

2. Turn Videos Into Ebooks

We also repackaged the episodes from the Weekly Marketing Cast into an ebook!

The Ultimate How-to Marketing Guide” became is an accumulation of the insights David shared in the video podcast.

What is more, this ebook is essentially a multimedia experience, because it not only contains traditional text, but it also includes screenshots of the videos and links to where to find them online.

3. Turn Ebooks into Webinars

We also talked to David about some of the most amazing marketing case studies he has come across.

We added a few more of our favorite marketing stories and came up with a new ebook, “11 Examples of Online Marketing Success.”

Then we took this ebook and used it as the basis of a webinar.

Now this webinar is archived, and it keeps bringing us new leads and customers over time.

4. Turn Blog Posts Into a Game

With David’s help, we even created a video debate on the topic of whether marketers should put their content behind forms.

We published the video debate as a blog post, and we also wanted to invite people to participate in the discussion…so we gave them an incentive!

Five random commenters were selected to win David’s book, “Real-Time Marketing & PR.”

This turned the post into a game, with its own Twitter hashtag and huge participation from the community.

We got more than 50 comments on that blog post!

5. Turn Comments Into Content 

Since we received that many comments and they were all very thought-provoking, we decided to compile them and offer them as an ongoing resource.

The comments offer true value because they express diverse opinions on a very heatedly debated topic.

 So we added them to the transcript of the video!

In this way, we delighted our community by celebrating their participation and extended the live of the hashtag we were using. 

What are the benefits of content distribution

S.T.A.C.K. the 5 Benefits of Content Distribution & Promotion

No matter how grandiose or groundbreaking your branded content is, that doesn’t necessarily mean anyone’s going to read it.

In fact, many of the 347 blog posts that get published each minute on the Internet don’t reach their full potential because they lack an adequate promotion strategy.

Promoting content with earned and paid media strategies can give your content the kick in the pants it’s been waiting for.

Below are the five core benefits of content promotion and distribution that together form the simple-to-remember acronym STACK.

1. More Shares

Broadening the reach of your content by earning coverage or paying for placements on trusted media outlets can drive significantly more social shares.

Earned media coverage will take on a life of its own, earning social shares to the media coverage that links back to your content.

Paid media, such as native advertising, will send more traffic to your content, which translates into more shares.

2. More Traffic

Traffic to the earned and paid media you’ve promoted your content to, along with increased social shares, will significantly increase the traffic to your branded content.

Dedicated media outlets whose only business model is content will often have larger audiences than corporate blogs, and there’s nothing wrong with that.

Plug directly into their audiences with content promotion to drive more traffic to your branded content.

3. More Awareness

A key benefit of content distribution is that it can significantly increase the exposure of your branded content.

Earning a placement (or even better, syndication) in a popular media outlet or community your target audience frequents allows new readers to discover your content’s awesomeness.

A blog-and-pray strategy, where content marketers use corporate social media accounts and organic search as the sole strategies to promote content, can greatly limit the awareness of your content.

4. More Conversions

Make no bones about it: The primary reason we create content is to drive more conversions.

Barring that your content isn’t set up to convert, increased social shares, traffic and awareness from earned and paid media will lead to more conversions.

In many cases, media outlets will link directly to high-impact content, such as guides and studies, that reside behind a gated lead form.

5. More Klout

This list of content promotion benefits wouldn’t be complete without mentioning the increased Klout that can be achieved through the promotion and distribution of your content.

Your company authors’ Klout scores are an important metric to boost because it directly correlates with their Google Authorship weighting.

The higher an individual’s Google Authorship weighting, the more likely it is that their content will show up prominently within Google’s organic search results.

Increased shares and traffic gained through content promotion strategies raise Klout and Google Authorship.

How do I repurpose video content

7 Ways to Repurpose Your Video Content

Let’s face it, creating video content for social media can be unrewarding.

It’s time-consuming to make, particularly long form video.

Even something seemingly off the cuff like live video takes time to prep.

Then once you’ve finished planning, shooting and editing it has a short lifespan.

Don’t despair.

You can extend the life of your video by adding some repurposing magic.

In this post, we’ll look at 7 ways to repurpose video content to give it a longer life.

I’ll include tools that will help you turn your videos into new content.

1. Make an Audio Podcast

Video content is hot on social media.

Facebook, Twitter, Snapchat, Instagram are all pushing us to use more video. But not everyone wants to watch.

Viewers have to dedicate their full attention to watching a video.

They need to stop what they are doing to watch and listen.

Audio content is easier to consume because it only occupies one of our senses.

We can listen to podcasts while doing other things.

We listen in the car, when we’re doing the housework, when we are working out.

Social Media Examiner has recently turned their popular news videocast ‘The Social Media Marketing Talk Show‘ into an audio podcast.

By doing this they will reach a larger portion of their audience.

Tool: Audacity

Converting a video to an audio file is straightforward using the open source podcast editing software Audacity.

Upload your video to audacity, add an intro and choose ‘mp3’ as the file format when you export your edited file. (screen grab from Audacity for Mac)

Use Audacity to repurpose your video content into an audio file for podcasting.

2. Turn Video Content Into a Blog Post

Video can add value to your blog posts but search engines and some of your readers still like written content.

Creating a transcription or a blog post based on your video makes it accessible to readers, viewers and search spiders.

So embed your video in a blog post and transcribe the key points for readers. 

I publish a weekly vlog on Facebook, YouTube and my blog.

I try to squeeze my key points in to just one minute.

One minute is never enough time so I direct people to the blog post I write to accompany it.

By giving people who land on my blog the option to watch or read, I’m engaging more people.

Tool: Rev.com

Although I write each post from scratch you might choose to transcribe your video. 

Rev.com offers a low-cost transcription service.

3. Make a One-Minute Trailer for Instagram

We can upload our entire long form videos to YouTube and Facebook but other networks restrict the length.

Instagram allows just one-minute of video.

Instead of trying to cram everything you want to say into 60 seconds choose a snippet to share as a trailer.

Choose either a hook that tells people what value they’ll get from watching the whole thing or find an amusing section to draw them in.

Tool: Instasize

Even though you can upload landscape and portrait video to Instagram, square video is still the best fit.

t takes up more space in the feed and matches the Instagram style.

Instasize is a tool for iOS and Android that lets you add a square background to your videos and photos. It’s how I created the square video above.

Create a branded background image first using a photo editing tool and use it as a background on all your videos.

4. Create an Instagram, Snapchat, or Facebook Story

Tease your Snapchat or Instagram audience with snippets of your video.

Crop your video to a portrait format, chop it into 15-second segments (or 10 for Snapchat) and upload it one piece at a time to your story.

Tool: Cutstory

Cutstory is a free tool for iPhone users (sorry Android fans) that lets you seamlessly snip long videos into Instagram, Snapchat or Facebook story sized clips.

5. Make a Twitter Trailer

Twitter allows up to 2 minutes and 20 seconds of video (that’s 140 seconds — very clever Twitter).

Just like you did for Instagram cut a few short versions of your video for Twitter trailers linking to a longer Facebook or YouTube version.

Video superstar Gary Vaynerchuk makes good use of video on his Twitter account.

Using square video with text overlay will grab the audience’s attention in the feed.

Tool: Twitter Media Studio

Did you know that Twitter stores every image and video you create in a media studio so you can access them again? 

Here’s more on that.

Upload your videos here so you can schedule and tweet them as often as you like without having to upload them each time.

Too: Vont

To add text overlay to your video iOS, users can use Vont.

There are lots of font styles to choose from.

Tool: Legend

Legend allows you to add funky text overlay to short video clips.

It’s a great way to create an opening to your videos and is available for both iOS and Android.

6. Edit Short Form Videos Together into One Longer Video

So far we’ve focused on repurposing your long form video.

But shorter videos work well on social too.

Short form video is quick content you’ve created for your social media updates.

This could include animated quote videos, short six second Vine Camera video, looping Boomerang video, Timelapse video shot with Hyperlapse amongst others.

Take a look at the video you have created and see can you edit it together to create a longer video.

Here’s one Krishna De made for a recent event I hosted.

I love the way she took her clips and combined them with a voice over to make her case for video marketing.

Tool: iMovie

iMovie is a simple editing tool for iOS and Mac users for editing clips together to make a longer video.

Tool: Cyberlink PowerEditor

Android users can use CyberLink PowerEditor for editing clips together.

Tool: Camtasia

Desktop users who want a more professional editing tool can use Camtasia. It comes with lots of useful features for transitioning between clips and adding text (amongs other things).

7. Outtakes

I used to love Burt Reynolds films when I was a kid, not for the films themselves (although back in the 80s I did find them entertaining) but for the blooper roll over the end credits.

There’s something about watching people’s mistakes that makes compelling viewing.

So if you messed up when you made your video take out the mistakes and create your own blooper roll.

If you want to check how your Instagram and Facebook posts are doing with these recycled videos, use a good social media analytics tool to check your stats.

Why should I repurpose content

Why Should You Pay Attention to Repurposing Content

Content creation and publishing is one of the most crucial aspects of your digital marketing strategy.

High-quality content can help you achieve various goals such as increased website traffic, improved online presence, and better brand reputation.

However, creating good content on a regular basis is a herculean task.

One way to simplify this process is by repurposing content that you’ve already published.

Repurposing content offers a number of lucrative benefits for marketers and content creators.

However, before we explore the advantages, let us first understand what it really means.

Repurposing Content: Understanding the Concept

Repurposing content simply means taking existing content that you’ve created for a particular purpose and using it for another purpose.

This implies transforming an existing piece of content into a new format.

You could convert an extensive blog post into a podcast series or pick out vital information from an ebook and design an infographic with it.

For instance, the team at Moz publishes short informational videos every Friday on their YouTube channel as part of the company’s “Whiteboard Friday” series.

Each video is also accompanied by a blog post that includes detailed video transcriptions.

This gives their audience the option to choose between two different ways of consuming the same content.

Repurposing content can also mean changing the target audience for that content.

Let’s say you have published a blog post on travel photography tips.

You could edit the post and restructure it so that it’s applicable to other genres of photography such as landscape and wildlife.

Now, let’s take a look at how repurposing content can benefit you.

Optimum Use of Time and Effort

The most obvious advantage of repurposing content is that it saves you the trouble of coming up with new content ideas.

A topic that has struck the right chord with your audience once is more likely to gain traction than a new one.

So instead of brainstorming an endless list of content ideas, you can pick the most potent ones.

And then concentrate on creating high-quality content to get the most out of it.

Expand Your Reach

Your audience — be it your social media followers, blog readers, or email subscribers — keeps growing over time.

Some of them may not be aware of an ebook you had published a year ago.

Repurposing content gives you an opportunity to convey the same information to your new audience members without becoming redundant to those who have read it before.

For instance, you could transform the ebook into a detailed tutorial video and publish it on YouTube.

Additionally, while your target audience may have a lot of things in common, their learning styles and preferences will vary.

For instance, some people might be visual learners who prefer to consume information in the form of interesting videos and infographics.

Others might prefer a white paper that is full of statistics and case studies.

Repurposing content allows you to cater to these varying tastes without creating different content for each of them.

When you publish an ebook and accompany it with a podcast series, the same content starts appealing to different members of your target audience.

It also helps your content reach outside the confines of your target audience and gives your brand increased visibility.

For instance, Jay Baer, the founder of Convince and Convert, creates two- to three-minute informational videos on topics related to digital marketing.

His team then converts thess videos into blog posts for their website, infographics for social media, podcast episodes, and blog posts for Medium.

This allows them to reach out to a massive audience on different platforms.

Target Different Stages of the Buyer’s Journey

Your target audience is comprised of people in three different stages of the buyer’s journey — awareness, consideration, and decision.

The frame of mind and preferences of people vary at each stage of the buyer’s journey.

Someone in the decision stage has already done their research and is on the verge of making a purchase.

They may want to read a detailed article or ebook that will help them make an informed decision.

On the other hand, someone in the awareness stage is just getting acquainted with your brand.

This person probably won’t invest the same amount of time into reading an extensive white paper.

They’d rather quickly glance through an infographic that summarizes your product or services.

Repurposing content allows you to reach out to people at different stages of the buyer’s journey, without creating different content for each one of them.

Boost Your SEO Game

Search engines have a preference for websites that strive to deliver meaningful and valuable content to their users.

Repurposing content allows you to target the same keywords over and over again without the risk of duplication.

By consistently publishing high-quality content on the same topics, you earn a reputation as an industry expert.

This, in turn, improves your search engine ranking and gives increased organic visibility to your content.

Let’s say you have published a blog post that helped you secure a top position in Google SERPs.

You can then repurpose that content in the form of a SlideShare presentation.

This is the exact strategy that was adopted by AdEspresso to steal the limelight in Google search results for the keyword, “social proof marketing guide.”

It helped the brand grab two top positions in the SERPs for the same keyword.

Also, when your content resonates with different members of your audience, they are likely to share it further.

In addition to boosting your visibility, this gives you an opportunity to earn more authentic backlinks.

This helps you build a strong inbound link profile and further improves your search engine rankings.

Boost Brand’s Reputation and Online Presence

When your content gets increased visibility, it also showcases your brand to a new audience.

This helps you build a powerful online presence in a short span of time.

Additionally, repurposing existing content establishes your expertise on certain subject matters.

Your audience will start perceiving you as an authority figure in your industry.

This, in turn, strengthens your brand’s reputation and credibility.

Salvage Unsuccessful Content

As a content creator, you often invest a lot of time and effort into a particular blog post or video.

Yet, sometimes, it fails to resonate with your audience and attract them.

That doesn’t mean you should give up on the idea or the content completely.

It may have failed to resonate with the audience due to various reasons including incorrect timing, inappropriate context, wrong platform, etc.

Repurposing content allows you to breathe new life into old content and present it to your audience in a new format.

For instance, an ebook that has failed to capture significant leads can be transformed into a weekly podcast series.

This saves you the trouble of looking for new content to start your podcast.

It also gives you an opportunity to utilize content from a format that failed to serve its original purpose.

Achieve Multiple Goals

If you have found one content idea that is performing well on one platform, it is likely to show equally good results on other platforms.

Let’s say you have published a blog post that helped you achieve a significant increase in organic website traffic.

You can elaborate on the same content to create an ebook that helps you capture business leads.

Or you can summarize the main points on a printed flyer, which can be handed out to people at a networking event.

Improve Your Skill Set

Repurposing existing content requires that you stay abreast of the trending content formats and platforms.

As a result, you become a more versatile marketer who can explore different channels of advertising.

In addition, you also have to dig deep and acquire detailed knowledge about the topics you want to talk about.

This presents you with a plethora of learning opportunities that will help you hone your own skills.

What is repurposing digital content

11 Genius Ways to Repurpose Content

Why Should You Repurpose Content?

Repurposing content (aka finding new ways to recycle your existing content) has a number of benefits, such as:

  • Reaching a New Audience. Some users prefer visual infographics over text statistics. Some choose podcasts over ebooks. Reformatting your content for different mediums means appealing to more audiences and extending your reach.
  • Dusting Off Forgotten Tales. We all have that book that hangs at the back of the bookshelf. It’s an old favorite, and when you eventually come across it, you might think to yourself “Hey, I should really read that book about flying whales again. It was great.” It might be months or even years before you stumble upon that old treasure. Repurposing your content puts that old favorite up front and center, ensuring that great content is never forgotten.
  • Making the Most of Your Efforts. When you put a ton of effort into a piece of content, you’re immensely proud. But quality and pride aren’t all that’s required for success. There are all kinds of unseen factors that affect how well a content piece performs, and sometimes lady luck is on her lunch break. Repurposing content ensures that users who missed your epic blog post the first time around have a chance of seeing it for round two. It’s a second chance at content promotion.

What Content Deserves A New Lease on Life?

Some people are just so great that we can’t stand to see them leave the earth.

Buffy was brought back to life so she could keep staking vamps. Gandalf was resurrected and given a color change.

Your top notch content deserves the same treatment, but only the best will do.

Cipher out the best contenders by considering:

What’s Evergreen?

Reformatting a blog post about the first Google Panda update into an infographic or podcast about the first Google Panda update won’t do much.

Why?

Because it’s outdated info that is no longer useful.

Only repurpose content that’s evergreen in nature, aka content that continues to be valuable and relevant over the months (or ideally years).

easy ways to create content

This infographic about the 2012 Mayan apocalypse prediction is not evergreen

What’s Popular?

Dig into your Google Analytics and see what your most popular posts have been over the past year.

Why did those posts perform so well?

Figure out what works to help influence your repurposing game plan.

What Need Updating?

Do you have content that is largely relevant and evergreen, except for a few outdated references to Google Buzz, Angelfire sites, Hotmail accounts, and other ancient fossils from the internet’s prehistoric period?

Repurpose those suckers and give them a stylish new makeover!

11 Genius Ways to Repurpose Content

Take a look at our eleven ways to repurpose content for new audiences.

There’s bound to be something here that will work for you!

1. Webinars –> Video Tutorials

You host a kickass webinar that gets tons of attendees.

It’s a huge success!

But of course not everyone will make it to your webinar, and months later you’ll have new site visitors and leads who don’t even know what they missed out on.

Don’t let that great webinar go to waste.

You can repurpose that webinar as a YouTube video, ensuring that your great content lives forever.

Not only will that asset be great on your website, but you may drive new visitors to your site via YouTube!

content repurposing

2. Old Blog Posts –> Guides

Once you’ve blogged a lot about a specific topic, consider repackaging those blog posts into a fresh new guide.

For example, you may have written in the past about how to upload images to Pinterest, how to use hashtags on Pinterest for better searchability, and how to upload cover pics to Pinterest that use text over images for improved click rates.

Take those blog posts and turn them into “The Complete Guide to Pinterest Perfection,” which you can then use in your email marketing and lead gen efforts.

Depending on how old your blog posts are, you might want to update them a bit and give them a new coat of polyurethane so they really shine.

When you work hard on crafting quality blog posts, you don’t want them to become lost and forgotten.

Recycle those old blog post and they’ll remain immortal forever!

3. Internal Data –> Case Studies

We talk a lot at WordStream about the values of testing.

Whether you want more traffic, more subscribers, or more email signups, testing is always the way to go!

getting the most out of your content

When you’re running tests on your own website, hang on to that data and turn it into a case study to share with your fans.

If you do an experiment to see which button color brings the most clicks, share that awesome info with your readers!

4. PowerPoint Presentation –> Slidedeck

You’ve prepared a lovely PowerPoint presentation to share at your next team meeting.

Now the presentation is over, and you hate to see your PowerPoint perfection wasted.

The beautiful charts!

The glorious graphs! Oh the humanity!

Well lament no more – those great PowerPoint presentations can be repurposed into slide decks with the help of SlideShare.

repurposing web content

Just edit your slides for a consumer audience, upload your PowerPoint presentation to SlideShare, and embed the presentation in one of your web pages.

Now you have a new piece of content you barely had to work for.

Not bad!

5. Interviews –> Expert Advice Ebook

Interviews are a popular form of content for blogs.

They’re easy to conduct (just email industry experts a quick question or two), easy to edit (mostly just a matter of copy and pasting), and usually get a ton of traction (as the folks you’ve interviewed share and promote the article they’ve been mentioned in).

Repackage those interviews into a new form in the way of an expert advice ebook.

You’re taking the exact same content and changing the medium.

There’s no problem with this – some people prefer ebooks to blog posts, as they are easier to download and read later.

Plus, your new expert advice ebook may get the attention of those who missed the interviews series the first time around.

6. Visual Content –> Pinterest Board

Do you have some blog posts that are especially image heavy?

Make the most of your picture posts by repurposing those images on Pinterest.

One example could be a post detailing the best brand logos in a given industry.

Upload pins of the best brand logos, or even create whole new board dedicated just to the greatest brand logos.

Those pins can drive referral traffic to your blog post, adding a new segment of traffic to your site!

repurpose blog content

7. Quora Q&A –> Blog Post

Quora is often cited as a great source of content inspiration, providing real user questions on a huge range of categories.

The best way to use Quora? 

Find a question that sounds promising (ideally one with several upvotes, showing it’s in high demand), write a blog post detailing an answer, and then answer the question on Quora while including a link to your more in-depth blog post answer.

You’ll get traffic from those wanting a thorough answer, plus you’re establishing yourself as a leader and engaging with community members.

quora content

8. Slideshow –> Infographic

Remember those stunning graphs and charts we mentioned earlier from your PowerPoint presentation?

They really are stunning!

In fact, we have another way you can repurpose those class act elements – turn them into infographics!

repurpose your content

infographic from ethos3

Infographics are the darlings of the content world.

They’re sexy, they’re informative, they’re easy to read, and boy do they get around.

Infographics can be huge undertakings, requiring extensive research and design.

But not all infographics need to be a major undertaking.

Just start with a good graph or chart and pretty it up a bit.

Go My Fair Lady on that graph.

Add a little lipstick and blush with free content tools like Canva or Piktochart.

Just make sure that initial data or graph is solid – no amount of powder or foundation can cover an ugly heart, although Ursula got pretty damn far in her Vanessa girl getup (Prince Eric isn’t the brightest dude in the world).

Check out some free infographic templates here.

recycle web content

9. Statistics –> Twitter Posts

Let’s say you’ve got a solid stats post, sharing some cool interesting facts or data points about your industry (like this list of 26 crazy Google facts, for example).

Want to get more leverage out of those stats?

Turn them into individual tweetable elements.

You can do this is a number of ways:

  • Add a click to tweet link to the end of some stats
  • Use most interesting or compelling stats as tweets
getting the most from your content
  • Create Twitter-friendly image stats (these will probably perform the best)
repurpose web content

Repurposing your stats into tweetable highlights makes them much more sharable and is sure to give your content better reach.

10. Blog Posts –> Tips Newsletter

To really get the most bang for your blog post, consider promoting your blog posts in a weekly tips newsletter.

You (hopefully) already have a solid list of email subscribers; but even the most dedicated of fans won’t catch every post you write (especially if you’re posting multiple times a day).

That’s where your newsletter comes in!

A friendly tips-oriented newsletter can showcase your best blog posts of the week, providing an extra nudge to get users on your site and reading your cream of the crop content.

11. Blog Post –> Podcast

I’ve been a huge fan of podcasts ever since I installed a new Bluetooth-friendly radio in my car.

Listening to podcasts is the best – it’s an easy way to make that limbo in-between time more productive (e.g. commuting in the automobile).

Does the idea of starting a podcast sound daunting?

Maybe you don’t have the dulcet tones of NPR’s Tom Ashbrook.

Not a problem – you can hire a melodious tongue for a farthing or two at Fiverr!

How do I repurpose social media content

Ins and Outs of Repurposing Content for Social Media Posts

Repurposing old content is actually a time saver.

Aside from that, you can also give your content a second chance by using it to create something completely new and original.

In a way, it’s a really fun way to add a creative flare to existing images and text that you already have at hand. Repurposing content is also easier than you think.

12 Ways to Repurpose Content for Social Media

Not sure what to post?

The ideas are there and waiting for you. Today we’ll look at ways that you can use old image posts, old blog posts, and other content to create something completely new.

You already put a lot of time into creating blog posts, for example, and there’s a handful of ways you can revive that content, give it an extra boost. Let’s get started.

1. Use old images as backgrounds for quotes

All social media networks are becoming increasingly visual. 

If you’ve been posting photos, don’t be afraid to use them again! 

You can use Crello to apply filters and string together some inspirational words to create a visual quote.

People absolutely love quotes. 

If it’s something they can relate to, you can be sure they’ll be sharing it.

You can also use old images as header photos, use images from blog posts to fit quotes and simply crop old images in interesting ways.

Slightly modify images, add a quote and you’ve just created a brand new post!

  • This transformation using the same image and repurposing it for a quote took a few minutes. All you have to do is upload an image that you’ve used previously, find a font that goes with your quote and add the text to the image adjusting the placement.

2. Create evergreen content and repost

Most businesses keep up their blog as part of their marketing strategy. 

You can take one article, optimize it for search engines and create evergreen content. 

Evergreen content is the type of content that will always be relative for years to come and is quite niche in choice of topic.

If you specialize in something, you can write a very detailed article that will be useful for people interested in the subject matter.

  • Once you’ve invested time into optimizing an article or two, you can change the featured image for the article and repost it again. This will add more value for your readers as they will be getting a more informative, in-depth article about your niche.

3. Compile posts to make a long read

As most blogs have a niche, you’ve probably covered topics from the tiny details to the big picture. 

You can take several articles that fall under one topic and create a long read article. 

Long read articles tend to be prioritized in Google.

You not only get to repurpose content for social media by posting it, but also improve your chances of ranking higher in Google search.

  • The key here for repurposing content and making it into a long read is reposting it in a way that will be fresh, and completely different from your initial post. This is done through visuals, presentation, and choice of words.

If you highlight the benefits to your readers, it’s more likely they will want to share the post and let others in on this very insightful article.

4. Use surveys or data to create infographics

To gain more insights about your users and listen to their thoughts and opinions, many marketers introduce surveys as part of their marketing efforts. 

Surveys are actually hidden treasures because you can make the insights visual. 

After you’ve conducted a survey, you can select some insights that you think might be interesting to your audience and make a short (or long) infographic.

5. Use content to create a small ebook that users can download

Written content in general is great for repurposing for social media.

You already have all the information in front of you – images, quotes, statistics etc.

If you’re constantly sharing something that appears to be a pattern, you can take the content and create a little ebook that your users can download through social media channels.

6. Throwback posts

Now, there’s no need to wait for TBT.

Just as we look back at statistics form social media to see what performed well in the past, the information might be equally interesting for your users.

What did you post a year ago?

2 years ago?

Was the content popular? 

You can repost old images on Instagram to compare reactions, and boost your Facebook stats by promoting posts that were popular in the past.

For example, Depositphotos reposted an old article with quotes, which performed quite well. This is like adding fuel to successful posts from the past – repost high performing content and see how much engagement it inspires.

7. Turn blog post into a podcast

Take one blog post that’s shown that the topic is of interest to your users and make it into a podcast.

You can have a discussion with colleagues or other professionals on the same topic to elaborate on things that weren’t covered in the blog post.

It’s like an extension of a blog post that once again can be more engaging than just a block of text.

Let’s face it, sometimes people get tired of reading.

In the early hours of the day, or after a long day of staring at screens, users might actually prefer to listen than to stare at a screen some more.

Podcasts are an excellent way to repurpose written content and build on the existing foundation. You already have all the info, all you have to do is click ‘record’.

8. Use images to make Pinterest board, share it

All of the images that you post on Instagram, for example, could be made into a very appealing Pinterest board.

Create a board and share it with your users on all your social media pages.

Pinterest has about 175 million active monthly users, and it’s actually frequently overlooked by marketers.

Time to change things up.

An overwhelming percentage of Pinterest users purchase products they discover on the website.

It’s very influential in purchasing decisions so you should use this to your advantage.

Besides, creating a Pinterest collection is really simple:

  • Look over your photos and organize them by themes.
  • Curate the collections to perfection and share them at different times of the month.

9. Quote from blog posts and interviews into an image post

Pick out the most important lines of text from your blog posts or interviews, and make them visual with Crello.

This can potentially provide you with content for months, as many of your writers have thoughts worth sharing.

Alternatively, you can use quotes and pair them with images for Instagram.

10. Turn an infographic into a presentation for LinkedIn

Have you tried LinkedIn SlideShares?

Take an infographic you’ve made and modify it for a new format – presentations for LinkedIn. 

SlideShare receives 70 million users each month, many stumble on them through organic search.

In fact, this tactic will also give you a SEO boost.

  • If you have infographics, use additional images to accompany the presentation.
  • Make sure that the presentation is also mobile friendly.

11. Use informative articles to create a YouTube video

Once again, you can turn to your blog for content ideas to create videos. 

A lot is to be said about the popularity of video as a format.

It’s a format that you can use for absolutely all of your social media pages by integrating it into them individually.

For instance, if you create video content, you can write a whole other blog post about it, share it on Instagram with a link to the video on YouTube, post it on Facebook and other platforms right away.

12. Use content to post relevant information to Quora

You know your niche well, and you’re probably very knowledgeable in a topic that’s widely discussed on Quora.

You can track the different questions that are relevant to your business as well and answer them with links to your articles that help solve a specific question.

What does it mean to repurpose content

How to Repurpose Content and Make the Most of Your Marketing

How to Repurpose Content And Make the Most Of Your Marketing

As content marketers, we all have too much to do, and not enough time to get it done.

We’re also under pressure to deliver high-quality content our audiences want.

That content also needs to be distributed across an ever-growing array of channels.

If you’re working on a small team, that pressure is further magnified.

When resources are limited, you have to stretch everything you have to succeed.

So, how can you produce awesome 10X content when your time is limited?

Try turning one piece of content into five (or more).

Why Should Marketers Repurpose Content?

Repurposing content simply means taking one asset and reusing it somewhere else.

That sounds simple enough in theory, but it can get tricky in execution.

To really make it work, it helps to produce content with repurposing in mind, so you can easily slice and dice it into different formats.

The benefits to repurposing content are considerable, too.

When you focus your energy on producing one awesome asset (say, an in-depth blog post or video), you’re likely to produce a better piece of work than you would by dividing your attention across every platform you’re responsible for.

By creating said content with repurposing in mind from the beginning, you can reuse pieces of it elsewhere without your audience feeling like you’re cutting corners.

That frees you up to focus on doing one thing really well, while still getting tons more work done with way less effort.

In this post, we’ll show you how to repurpose your way to content marketing nirvana.

Grab Your Free Content Repurposing Guide + Infographic

This post goes deep into the content repurposing process.

However, there are tons of different ways you can repurpose content.

In fact, there are far too many to cover in this post alone (and once you get started, you’ll probably come up with even more of your own).

So, we thought you’d enjoy this bonus guide packed with 50 content repurposing tips.

That way, you’ll have the process and the inspiration you need to create more awesome content in less time than ever.

Plus, we’ve included a detailed infographic on all things repurposing for you to keep on hand as a reference.

Download Graphic

Start By Building Your Content Repurposing Toolbox

In this post, we’ll show you some tools you can use to help with your content repurposing process:

  • Google (free): Self-explanatory.
  • Google Analytics (freemium): It’s free. It’s powerful. We’re 99% sure you’re already using it.
  • PrintFriendly (free): This is a great tool for turning blog posts into PDFs. Paste in any URL, click a button, and you’re done.
  • SlideShare (free): Turning existing content into a slide deck is a great way to maximize the mileage of your efforts.
  • BuzzSumo (paid, optional): This is one of the best content research tools out there. It’s awesome for finding top-performing content for a given keyword.
  • CoSchedule (paid, optional): We have a few features in our own platform that can help with this process, too. We’ll talk about those at the end.

Step 1: Create a Piece of Large-Scale 10X Content

If you’re unfamiliar with the term “10X content,” it refers to the idea of creating content that’s ten times better than anything that already exists.

In order to create that kind of content, you’ll need to buckle down and focus deeply on producing something truly exceptional.

Start With Keyword Research

If you’re working with limited time, money, and resources, you’ll want to make the most of every minute you’ve got.

Starting with strong keyword research gives you hard data to ensure people are going to care about the content you’re creating before you get too far into your process.

Apply the Skyscraper Technique

One of the fastest ways to create a piece of 10X content is to apply the Skyscraper Technique.

Coined by Brian Dean of Backlinko, it’s an easy and repeatable process for creating the best stuff possible on a given topic.

Here’s how it works in simple terms:

  1. Review the top ten search results for your chosen keyword.
  2. Make a spreadsheet (or just make mental notes) of what information each post contains.
  3. Pay attention to missing information, lack of important details, or types of content that are missing from each post (videos, infographics, etc.).
  4. Write your own post that includes all the information a person searching for that topic would need. Add resources that are missing from existing content. In short, create something that is objectively better-researched and more resourceful than anything else that currently exists.

There are a couple different ways you can find top-performing content (so you can scope out your competition):

  1. Do a simple Google search. It’s free and easy.
  2. Use BuzzSumo. Sometimes, what gets shared on social media can differ from what ranks highest in organic search. So, use BuzzSumo to find all the top-shared content on social media for a given keyword. This can help you find even more inspiration than using a search engine alone. The team at Duct Tape Marketing put together this video to demonstrate how it works and help you get started:

While success isn’t guaranteed, if you follow this process correctly, you should start to see results.

Craft a Solid Outline

Here at CoSchedule, we never write a blog post without an outline.

They’re essential for saving time by figuring out what you’ll cover, before getting started and realizing your ideas are a disorganized mess.

Plus, outlines also make it easier to break your post down into sections so you can think more clearly about how each piece might be reused somewhere else.

Then, Write the Crap Out of Your Blog Post

Remember, our goal here is to start off with one awesome 10X piece of content.

An ordinary, run-of-the-mill blog post isn’t going to cut it here.

You’ll need to dig deep and produce something truly great.

Furthermore, you’ll need to write while keeping repurposing in mind.

Your post should:

  • Be substantial. That’s probably going to mean it’s at least 1,500 to 3,000 words in length. That’s not because longer posts are inherently better, but because you’re probably going to need that kind of length to include all the information your post will need.
  • Be relevant. Make sure you’ve selected keywords and a topic your audience cares about. One idea here is to look through your Google Analytics account, see which content has received the most traffic or conversions and try coming up with something similar.
  • Be better than anything else that currently exists. This is a tall order, but it might be more achievable than you think. We’ll get into this in our next section.

Design Visual Content You Can Use Elsewhere

Whether you’re creating your own images or working with a designer, include graphics you can share elsewhere in your post.

Those could include:

  • Quote graphics
  • Infographics
  • Instructional images and how-to illustrations
  • Blog title header graphics
  • Stat graphics

The key is to create graphics that both:

  1. Can be embedded inline in your post.
  2. Makes sense in context on your social channels.

We’ll cover this further in a bit, but for now, take a look through this post (or most others on our blog) for more examples of what we’re talking about.

Step 2: Optimize Your Post for Repurposing

Now that you’ve got a draft of your post complete, let’s see how we can use pieces of it on other channels and platforms.

Use Your Email Introduction in Your Email Newsletters

Consider crafting your intro with an email-friendly conversational tone.

That way, you can easily copy and paste it into your email software, tweaking it slightly as necessary.

This will likely only work if your emails are text-heavy rather than image-based.

f you send a lot of plain text emails though, this can be an immense time-saver.

Turn Your Blog Post Into Inspiration for a YouTube Video

You’ve heard the cliche that a picture is worth a thousand words.

That means video has to be worth like, what, half a library?

Well, something like that.

Anyway, what we’re getting at here is if someone wants to read about a topic, someone probably wants to watch a video about it, too.

So, shoot a video based on your blog post.

That’s something we’ve done in the past with our #OverheardAtCoSchedule video series, and it makes time spent on ideation go a lot quicker:

You can even use your blog post as the basis for your script (if you’ll be scripting out your post).

If you’re wondering exactly how you could turn a blog post into a video, try this:

  • Break down the main points of your blog post. Ask yourself, “What are the main takeaways I want someone to learn from reading this?” List them out.
  • Write a condensed script or outline that you could read through in under ten minutes (give or take).
  • Shoot your video. If you don’t have access to a videographer or professional gear, use your phone. Get something together that will show your audience what you’re trying to tell them with your blog post.

Reuse Your YouTube Video on Facebook and Twitter

Alternately, you might want to shoot your video natively for Facebook or Twitter.

For our purposes here, let’s say you’ve shot a five-minute video for YouTube.

If you wanted to get further mileage out of it, consider sharing that video directly on Facebook too, or break it down into smaller chunks and create a mini-video series for Twitter.

Use Your Blog Post Intro For Your YouTube Description

If you created a video to include in your blog post, use your introduction for your YouTube description.

Substantive YouTube descriptions are important for a few reasons, including:

  • Improving your YouTube SEO.
  • Clearly communicating to viewers what your video is about.
  • Giving your YouTube videos a clean, complete, and professional appearance.

Like reusing blog post content for email, feel free to adjust your wording as necessary to work within the context of a YouTube description.

At the very least, your blog post can give you a solid foundation to dramatically cut down on writing time for YouTube.

… came straight from the introduction to the blog post we created for it:

Reuse Graphics on Social Media

When you’re creating graphics for your blog post, create a few different versions sized appropriately for your social networks.

If you need a primer on the best sizes for every network, we’ve got you covered.

Also, consider which types of graphics you could both embed in your blog, and share on social media.

Long infographics are great for Pinterest, while quote graphics and images with quick stats are a good fit for Twitter.

Turn Your Blog Post Into a SlideShare Deck

While there has been some questioning around its long-term future lately, SlideShare is an awesome place to share presentations and slide decks.

Your blog post should easily have enough text and images to repurpose into a slide format (and you might even want to keep this in mind as you’re writing your post).

This isn’t too difficult, but there are some steps to follow:

  • Break down the main points of your blog post. If you created an outline for your blog post, your sub-headers could each be a title slide.
  • Resize images to fit your slide presentation. You can borrow graphics from your blog post, but do make sure they look good.
  • Consider embedding your slide deck back in the original blog post. This is a great way to offer people a more condensed version of your post if they’d prefer to click through slides than read.

Repackage Blog Post Elements Into a Content Upgrade

Content upgrades are an excellent tool for building an email list.

An easy way to build a content upgrade is to turn your blog post into a downloadable PDF, or convert data or information from your post into a downloadable infographic.

You could also consider creating a checklist based on your post that helps readers apply your advice.

How to 10X Your Repurposing Process

We’ve now covered how to turn one piece of 10X content into several smaller chunks of content.

The next step is to take multiple pieces of 10X content and multiply its value by creating even bigger 10X assets without a ton of effort.

Turn Multiple Blog Posts Into an Ebook

Do you have multiple blog posts you could group together under one topic?

If so, why not turn them into an e-book?

The process for self-publishing an ebook is in-depth, but it’s not too difficult. Here are some simple steps to follow:

  1. Choose four or five blog posts that would fit well together.
  2. Copy and paste your content into a Word doc.
  3. Remove all text links. Press CTRL, then CTRL + Shift + F9 to remove them all instantly.
  4. Remove any stray HTML or coding elements that might have tagged along when you copied and pasted your content.
  5. Edit as necessary to ensure each section flows logically into the next. You may find you need to write some additional segues or write additional content to make each post fit into the next.
  6. Keep an eye out for anything that doesn’t make sense out of context on your blog versus being placed in a book.

Here’s an example of an e-book our team created. It’s available in .mobi format on the Kindle Store, or .epub or PDF.

Build an Online Course Based on Your Blog Content

Online courses are extremely popular.

However, they can take a long while to build from scratch.

According to this piece from Forbes, “it takes about the same amount of time as writing a book.”

Good thing we’ve already established a method for producing a book fairly quickly, then.

You can apply a similar process for producing an online course, too.

Once you’ve got your blog packed with helpful how-to posts, it’s not too difficult to turn it into study material for an online course.

If you need a technology platform to host your cost, check out these options:

For all the technical know-how you’ll need, follow this guide.

There are a lot of benefits to launching a course too, including:

  • Building your email list. Requiring students to exchange an email address for course access is a great way to build email followers.
  • Establishing yourself as an authority. If you know your stuff well enough to teach it to someone else, then you’re clearly authoritative, right?
  • Growing your community. When we recently launched a marketing certification course earlier this year, we created a Facebook group for students to share information with one another. This helped us build a community around the course.

Compile a Resource Hub Using Your Content Upgrades

You may have noticed a lot of our blog posts feature content upgrades.

If you’re curious what we mean by the term “content upgrade,” we’re referring to the downloadable assets we include in each post to help readers (like you) put our advice into practice.

They’re great for adding value to our content, but they also have a lot of value on their own.

That’s why we collect them all in our Resource Library (where you can find all our content upgrades in one place).

This helps give those content upgrades more visibility and creates a nice link magnet for SEO purposes.

If you have content upgrades on your own blog and want to do something similar, work with a developer on your team to build out a resource library of your own.

This guide from Melyssa Griffin does a great job of walking through the how’s and why’s of building something like this.

How Can CoSchedule Help With Repurposing Content?

Ready to start repurposing content?

We’ve built some key features into CoSchedule that can help. Let’s take a look.

Quickly See Top-Performing Content

Before you start, you’d probably like to know which content has done well for you in the past. 

Top Content Reports make it easy to see which content has received the most social shares.

Reshare Your Best Evergreen Content with ReQueue

An easy way to repurpose content is to reshare it on social media. 

ReQueue automates that process by allowing you to group posts into categories and set them on an automated resharing schedule.

Wistia video thumbnail

Use Marketing Campaigns to Manage This Entire Process

If you’ve got one core piece of content like we’ve described, that means you’ll need a project management tool to map out your production process for each additional piece you’ll break it into.

With Marketing Campaigns in CoSchedule, you can create multiple related projects and filter out the rest of your content calendar, showing you only the pieces associated with your overall project.

This makes it easy to manage the entire content creation process from idea to execution.

Here’s the complete calendar (notice the teal line, which is a Marketing Campaign):

If we click within a given project, we’re then given a filtered view, showing us every individual piece of content related to that broader project:

This is useful for tracking your progress and deadlines on every piece of content you’ll be spinning off from your primary post.

In Conclusion

Repurposing content is a critical part of your content marketing strategy.

In addition to saving time and resources, it can also help you achieve better results in terms of reach, organic visibility, and search engine rankings.

It can even give you a chance to repurpose less successful content.

Ultimately, it also contributes to your personal growth as a content creator and marketer.

You don’t have to wait for your content to be published before you convert it into other formats for new platforms.

In order to achieve the best results, you should start exploring repurposing opportunities while you are still creating your content.

However, don’t feel obligated to repurpose every piece of content that you create.

Rather, you should focus your efforts on the content that is most likely to resonate with your audience and that can help you achieve multiple goals.

How have you repurposed existing content to expand your reach?

Share your content repurposing tips in the comments section below.

Till next time.

See ya later Alligator …

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Roland Millaner

2 Comments

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