Guest post by Natasha Lane.
Repurposing content is a great way to leverage a resource that you’ve already invested in to reach new audiences and improve your organic visibility in search. When you consider the amount you need to spend to hire a content writer, it becomes clear that repurposing something you’ve already created can be the most cost-effective route to take.
Here are five ways to get content repurposing right.
Branch out to a New Promotion Channel
The first way you can capitalize on the benefits of repurposing content is to build up access to a new promotion channel.
For example, if you are currently only creating content for your blog, you can repurpose these posts to be promoted on:
- YouTube via video
- a podcasting hub like Spotify or Apple Music by turning it into audio
- social media channels as snippet-sized bites of information
This method won’t take a great deal of time, as you’ve already done all the necessary research. You’ll simply repackage solid content into a piece that will now appeal to audiences via new mediums.
Start by repurposing your most popular content – the kinds of topics that are in demand and that will gain the most traction. When you do this, make sure to also link out to your original piece. For example, you can add it to swipe up on Instagram or feature it in your caption. You can also create a link tree to make it easier for your followers to reach the right content on your website.
Take a look at this Copyblogger post. A decent and informative piece in itself, it has been turned into a slide deck and republished on SlideShare. It had over 100,000 views there – many more than the original post, at least according to Ahrefs.
Leverage a Different Format
What’s the best way to choose a new content format? For example, the last thing you want to do is spend time creating a video that no one will watch because that specific audience segment prefers getting their information from text.
Consider the information you are imparting. If there’s a lot of data to share, a lot of facts and figures, an infographic will work better than a podcast. If there’s a lot of personality that you can add to the story, perhaps a video or an audio clip is the way to go.
Also make sure to consider your target audience and the target audience of the potential medium. What would they like to be served, and which of your current pieces fit into that space the best?
For example, you can create an animated video with a voice over to help you convey all that information. This kind of format is especially great for explainer videos, and you can then promote it not only on your website but across your socials too.
This is what Jay Baer does on his Convince and Convert blog. He creates three-minute informational videos on a wide range of topics, and he later uses them on Medium and LinkedIn and makes them a part of his entire online presence.
Repurpose the content you create for events (live or virtual) into different formats: blog posts, audio, and video. This post on how to maximize the ROI from your event marketing content provides helpful guidance.
Update an Old Blog Post
Updating the content you already have on your blog is one of the most effective yet one of the most overlooked ways to repurpose content. Simply by making a blog post a bit better, adding new information to it, and updating any facts and figures, you can get significant amounts of traffic once you repost it with a newer date.
You can do this for your posts that have done okay in the past but that have not quite made it to page one or to the top of page one. Analyze the traffic you’ve been getting and the queries that have led people to your post and check out what it is your post is missing.
By accessing this new data you could not have been privy to before, you can do a much better job the second time around. Make sure you use a plagiarism checker so that you don’t accidentally quote yourself or someone else a little bit too literally. It will help ensure that the post is completely original, even though it’s also trying to beat your direct competitors.
This is something Refreshing a Career is currently doing. They are reworking their outdated content and improving both their blog posts and their employer-oriented pages to improve rankings. The fact that they’re now able to better understand exactly what a visitor is looking for and which pages are not good enough makes this task much more effective.
Create Monetizable Content
Another lucrative way to repurpose your content is to turn a series of blog posts into an ebook or any other piece of gated content that you can monetize or use for lead generation. This again saves you the time you would otherwise need to invest in research.
Ebooks deliver value in multiple ways. For example, corporate team building provider Best Corporate Events uses their ebook, Your Roadmap to Successful Corporate Team Building, to help build their email list while showcasing the company’s expertise and positioning them as authorities on team building.
Ideally, you will want the person composing your ebook to be the person who has already written your other posts on the subject. But even if that’s not an option, the key is, of course, that the writer is going to be someone with an outstanding understanding of the existing posts and subject matter.
Make the final product something more than just an amalgamation of your blog posts. Add something that justifies the price you’re asking for: new data, beautiful visuals, extra tips, and so on.
This is what Embora Pets did with their book on snakes. They’ve compiled the data that they’ve already written about, made it more valuable and expanded on the topic, and provided plenty of other resources that will help snake owners take good care of their pets.
Turn Your Own Processes into a Case Study
Finally, consider turning some of the data you have access to into a piece of content – ideally, a case study.
Whether you’re able to analyze the number of people who buy a certain kind of shoe, the number of people who are likely to spend on a new set of tires, or the most popular choices people make when renovating their bathrooms, this kind of information will be worth more than any regurgitated blog posts you can come up with.
Take a look at how Ahrefs does it. They compile case studies based on the data they have access to, and they get a lot of traction with them, both in terms of backlinks and additional website traffic.
Any of these content repurposing tactics will help you improve your online presence. Just remember to carefully consider what it is you want to achieve and which format would best serve your audience.
Natasha Lane is a lady of a keyboard and one hell of a geek. She is always happy to collaborate with awesome blogs and share her knowledge about branding, digital marketing trends, and business growth strategies. To see what she is up to next, check out her Twitter feed.