Consider all the hassle that goes into creating one piece of long-form content material—whether or not it’s textual content, audio, or video. Forming a technique, executing on subjects, interviewing consultants, making rounds of edits, selling on social media, and many others. Given all of the folks, sweat, and occasional tears concerned, how will you get probably the most out of your nice content material?
Enter: Content material repurposing.
Repurposing content material means repackaging one asset into a number of codecs. When you’re in search of concepts on how one can repurpose content material and get each ounce of worth from it, now we have a couple of ideas for you.
For instance, you may write one weblog publish and summarize the crucial components for a Twitter thread. Or you may edit the identical weblog into an infographic or share pull quotes from the piece on social media. All these iterations fall underneath content material repurposing. The advantages are easy and lots:
- Save time on content material creation
- Develop the life of 1 piece of content material past one channel
- Squeeze all of the juice out of the content material you recognize is performing nicely
- Cater to the wants of various purchaser personas
- Create, publish, and promote content material constantly
The issue? Content material repurposing isn’t so simple as copy-and-pasting your weblog’s highlights to your social media. You don’t need your viewers to really feel like your content material is repetitive throughout all channels.
When must you repurpose content material?
Right here’s the factor: Regardless of all the benefits to content material repurposing, not every bit could be recycled and reused.
“Every asset ought to serve a novel aim, viewers, channel—or else all you’re doing is creating numerous noise with out numerous worth,” says Natalia Dinsmore, Senior Content material Marketer at Steadiness.
So, when must you repurpose content material to empty each drop out of your high-quality content material?
1. Repurpose when your targets for the piece have modified
Begin with answering, “Why do I need to repurpose this content material?” (Trace: “As a result of each advertising guru says so” is just not all the time the precise reply.)
Perhaps you’ve gotten a weblog publish written to usher in subscribers to your firm’s publication. However you would possibly be capable of use the identical content material to nudge folks to join your on-line course. Repurposing is the precise selection right here as a result of your targets for a similar piece of content material have modified.
2. Repurpose when the info says so
Overview your analytics to see which posts are performing nicely. A couple of questions to think about asking:
- Does Google Analytics inform you there’s a handful of fantastic weblog posts driving most site visitors to your web site?
- Is there a YouTube video that garnered 1000’s of natural views?
- Did one among your whitepapers go viral—backlinked by many notable web sites?
- Which podcast episodes have probably the most downloads?
Repurpose high-performing content material to squeeze each little bit of juice out of your efforts and attain new audiences by way of various mediums. Take into consideration how one can repackage these items to supply a contemporary expertise.
However there’s a caveat: You don’t need to goal content material that acquired many shares just because the subject was trending. They might or will not be related at the moment.
3. Repurpose when the content material is evergreen
Give attention to repurposing content material that might be helpful for months (if not years). For instance, an academic video about how one can interview your prospects can be helpful in the long run.
However, keep away from repurposing content material that has a brief life.
When you publish a weblog publish a couple of scorching matter within the information, as an example, it is going to be previous as early as tomorrow. It’d get you a lot hits at the moment, however repurposing it to a superb LinkedIn publish every week later won’t get you an identical outcomes in case you had posted about it in real-time.
Word: A caveat to that is for brief shelf-life content material that you just can make evergreen. Do you’ve gotten content material associated to the pandemic that also has worth and objective at the moment? In that case, give it a fast edit to reframe the content material for an extended shelf life.
However, if the content material is an academic piece (like a how-to publish), add it to your repurposing guidelines. It’s essential to maintain a repurposing and distribution technique round each long-form piece your model creates earlier than you start execution.
The way to repurpose weblog content material
Weblog posts—whether or not 500 phrases or 5,000 phrases—could be repurposed into numerous codecs.
1. Weblog posts to video content material
Natural video content material is likely one of the high media channels in 2022, in line with HubSpot’s newest The State of Media & Content material Planning report.
Ross Simonds, a digital advertising strategist and entrepreneur, repurposed his LinkedIn weblog right into a YouTube video that has over 14K views.
YouTube stays one of the vital extensively used platforms for video advertising. But when your organization is cautious of getting a YouTube channel, embed Loom movies in your web site to point out your product in motion, add video content material to your social media feed, or share snippets of movies in your newsletters.
2. Weblog posts into social media content material
Wrote an in-depth listicle or did a deep dive right into a how-to publish? Repurpose it into an attention-grabbing Twitter or Reddit thread, LinkedIn publish, or Instagram carousel.
Spotlight the primary sections, add sufficient context, and redirect readers to your weblog in the event that they need to learn extra. In case your weblog publish is completely exhaustive, you may even make a number of social media posts protecting every pointer intimately.
3. Weblog posts into eBooks
This one is a hat tip to Levi Olmstead, Senior Content material Advertising Supervisor at Whatfix. The thought is easy:
“As soon as now we have a wealth of content material on one topic—i.e., a number of articles protecting totally different points of a big matter—we pull that weblog content material out and repurpose it into giant, ‘final information’ ebooks.”
Whatfix printed three articles on studying and improvement—L&D technique, L&D challenges, L&D tendencies—after which mixed them into an L&D e book.
Once more, don’t merely copy-paste your weblog posts and ship a fairly PDF to your prospects.
It’s important to type a coherent construction to your e book and edit it to circulation easily from one chapter to the following. It’s additionally necessary to change your design—ebooks current the chance to border your weblog content material differently by highlighting stats, including extra photos, and visible information. You possibly can even add extra analysis or professional interviews to your e book and create gated content material.
4. Weblog publish to visitor publish
If one among your long-form items is gaining large traction, double down by repurposing it for one more web site that correlates along with your area of interest.
For instance, Semrush repackaged its social media guidelines weblog publish into an infographic and printed it on Social Media Right now.
Repackage your long-form content material into a special format (like Semrush), increase on the subject, or just repost.
You construct helpful backlinks (enhancing search engine optimisation) together with getting extra mileage out of your content material. The most effective half? Now you can share the brand new format of your previous weblog publish on social media as nicely—completely squeezing the juice out of a single publish.
The way to repurpose whitepapers, ebooks, and different long-form content material
Lengthy-form content material like whitepapers and ebooks are your organization’s biggest advertising belongings—made with labor, time, and a ton of effort. There are many methods you may repurpose it, however listed below are the highest 4:
1. Lengthy-form content material to weblog publish
Much like how one can mix related weblog posts into an e book, you may spotlight the primary findings out of your analysis report right into a weblog publish.
Influencer Advertising Hub follows this technique yearly once they launch their benchmark report.
Wish to take it up a notch? Create a weblog sequence on the primary outcomes—diving deep into every subtopic of the whitepaper or e book.
2. Lengthy-form content material to social media posts
Whitepapers and ebooks are filled with data-driven or expert-backed insights that make for shareable social media quotes.
See how HubSpot shares insights from their analysis report [now updated for 2022] in an Instagram publish.
3. Lengthy-form content material to video
Share the important thing outcomes of your whitepaper or e book in a video format. Talk about each information level in-depth or share snippets of consultants you’ve interviewed.
For instance, Biteable created a YouTube video to summarize their survey findings.
4. Lengthy-form content material to e-mail campaigns
Wish to nurture your e-mail checklist? Give your e-mail subscribers unique snippets of your long-form content material.
Oliver Burkeman shared an excerpt of his ebook, 4 Thousand Weeks, to spotlight the pre-order provide to his publication subscribers.
It’s also possible to flip your whitepapers into an e-mail course or e-mail sequence—forming drip campaigns that mechanically ship every chapter or perception over a set variety of days.
The way to repurpose audio content material
Whereas not everybody prefers to take heed to audio content material, like a podcast, a rising variety of U.S. shoppers are selecting to tune in. In line with a latest examine by The Infinite Dial, over 209 million folks take heed to on-line audio content material each month.
Repurposing your audio content material—whether or not it’s a podcast, an interview, or anything—is a simple technique to attain the non-listeners with out going by way of the effort of manufacturing new content material for them.
1. Audio content material to weblog
Whenever you convert your podcasts into weblog posts, you not solely get search engine optimisation advantages but additionally present extra worth to sponsors by one other conversion-link-tracking alternative.
However you have to do greater than merely transcribing your podcast or writing present notes. Spotlight the important thing takeaways, arrange the content material into totally different sections, and erase something irrelevant.
For instance, see how Freelance Writing Coach podcast creators flip every of their episodes into digestible weblog posts:
Not solely can Contently assist you to create the podcast within the first place, we may help you change that podcast right into a weblog publish or weblog sequence.
2. Audio content material to social media clips
Creating an animated video clip out of your podcast is likely one of the best methods to repurpose podcast content material for social media.
Terry O’ Rilley, host of the Underneath The Affect podcast, commonly shares snippets of his podcasts on his Twitter deal with.
The most effective half? You possibly can create these shareable clips in minutes utilizing Audiogram.
One podcast episode generally is a goldmine of social media content material creation when finished proper. Justin Simon, Senior Content material Advertising Supervisor at Metadata, obtained three weeks of content material out of 1 podcast episode in a couple of hours.
The way to repurpose video content material
Lengthy-form video content material is yet one more goldmine that may preserve your content material engine from drying out. In case your model hosts webinars, publishes YouTube movies, or produces another type of video content material, right here’s how one can repurpose it.
1. Video to weblog publish
I turned a webinar by Dennis Shiao right into a weblog publish by organizing the content material into totally different sub-sections, including extra context the place related, and highlighting the important thing nuggets.
Whether or not it’s an professional interview, a video podcast, or a social media dwell Q&A—you may flip the lengthy video right into a weblog publish.
2. Video to snackable social media clips
Brief movies have boomed since TikTok. Seventy-three % of shoppers say they’d desire to observe a brief video to find out about a services or products, in line with a examine by Wyzowl.
And entrepreneurs are beginning to take discover. HubSpot’s 2022 Advertising Trade Developments Report discovered 31 % of entrepreneurs are leveraging short-form video content material in 2022.
The simplest technique to create extra short-form video content material? Trimming your long-form movies to snackable clips.
For instance, Deian Isac, Buyer Success Supervisor at Service Supplier Professional, repurposed his YouTube video into quick LinkedIn snippets.
Use providers like Milk Video to create these video snippets within the blink of a watch.
You don’t should preserve reinventing the wheel
Making a single piece of high-quality content material requires a ton of effort and typically some huge cash. However repurposing lets you work smarter and never more durable by making clever use of a single funding.
“Good repurposing is taking the core of [a piece] content material—the angle that makes it attention-grabbing—and making channel-specific variations of it,” says Benyamin Elias, Director of Development Advertising at Podia. By making use of the repurposing strategies highlighted on this article, you may attain new audiences and develop your on-line presence with out creating something new. The most effective half? You additionally save on the money and time required to create a contemporary piece. Win-win.
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