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 method, executing on matters, interviewing specialists, making rounds of edits, selling on social media, and so on. Given all of the folks, sweat, and occasional tears concerned, how will you get essentially the most out of your nice content material?
Enter: Content material repurposing.
Repurposing content material means repackaging one asset into a number of codecs. In case you’re on the lookout for concepts on methods to repurpose content material and get each ounce of worth from it, we’ve just a few ideas for you.
For instance, you possibly can write one weblog publish and summarize the vital components for a Twitter thread. Or you possibly can edit the identical weblog into an infographic or share pull quotes from the piece on social media. All these iterations fall below content material repurposing. The advantages are easy and many:
- Save time on content material creation
- Increase 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 effectively
- 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 do you have to repurpose content material?
Right here’s the factor: Regardless of all the benefits to content material repurposing, not every bit might be recycled and reused.
“Every asset ought to serve a singular purpose, viewers, channel—or else all you’re doing is creating plenty of noise with out plenty of worth,” says Natalia Dinsmore, Senior Content material Marketer at Stability.
So, when do you have to repurpose content material to empty each drop out of your high-quality content material?
1. Repurpose when your objectives for the piece have modified
Begin with answering, “Why do I wish to repurpose this content material?” (Trace: “As a result of each advertising and marketing guru says so” isn’t all the time the fitting reply.)
Perhaps you will have a weblog publish written to herald subscribers to your firm’s e-newsletter. However you would possibly have the ability to use the identical content material to nudge folks to enroll in your on-line course. Repurposing is the fitting alternative right here as a result of your objectives for a similar piece of content material have modified.
2. Repurpose when the information says so
Evaluation your analytics to see which posts are performing effectively. A couple of questions to think about asking:
- Does Google Analytics let you know there’s a handful of fantastic weblog posts driving most site visitors to your web site?
- Is there a YouTube video that garnered hundreds of natural views?
- Did considered one of your whitepapers go viral—backlinked by many notable web sites?
- Which podcast episodes have essentially the most downloads?
Repurpose high-performing content material to squeeze each little bit of juice out of your efforts and attain new audiences by various mediums. Take into consideration how one can repackage these items to supply a recent expertise.
However there’s a caveat: You don’t wish to goal content material that acquired many shares just because the subject was trending. They might or will not be related in the present day.
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 methods to interview your prospects could be useful in the long run.
Alternatively, keep away from repurposing content material that has a brief life.
In case you publish a weblog publish a couple of sizzling matter within the information, for example, will probably be previous as early as tomorrow. It’d get you a lot hits in the present day, however repurposing it to a wonderful LinkedIn publish per week later may not get you a similar outcomes for those who had posted about it in real-time.
Be aware: A caveat to that is for brief shelf-life content material that you just can make evergreen. Do you will have content material associated to the pandemic that also has worth and function in the present day? In that case, give it a fast edit to reframe the content material for an extended shelf life.
Alternatively, 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.
Easy methods to repurpose weblog content material
Weblog posts—whether or not 500 phrases or 5,000 phrases—might be repurposed into numerous codecs.
1. Weblog posts to video content material
Natural video content material is among the prime media channels in 2022, based on HubSpot’s newest The State of Media & Content material Planning report.
YouTube stays one of the vital broadly used platforms for video advertising and marketing. 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 wish to learn extra. In case your weblog publish is totally exhaustive, you possibly can even make a number of social media posts masking 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 concept is easy:
“As soon as we’ve a wealth of content material on one topic—i.e., a number of articles masking totally different facets of a giant matter—we pull that weblog content material out and repurpose it into giant, ‘final information’ ebooks.”
Once more, don’t merely copy-paste your weblog posts and ship a fairly PDF to your prospects.
It’s a must to type a coherent construction on your e book and edit it to circulate easily from one chapter to the subsequent. It’s additionally necessary to change your design—ebooks current the chance to border your weblog content material otherwise by highlighting stats, including extra pictures, and visible information. You’ll be able to even add extra analysis or professional interviews to your e book and create gated content material.
4. Weblog publish to visitor publish
If considered one of your long-form items is gaining great 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 revealed it on Social Media In the present day.
Repackage your long-form content material into a special format (like Semrush), broaden on the subject, or just repost.
You construct worthwhile backlinks (bettering website positioning) 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 effectively—totally squeezing the juice out of a single publish.
Easy methods to repurpose whitepapers, ebooks, and different long-form content material
Lengthy-form content material like whitepapers and ebooks are your organization’s biggest advertising and marketing belongings—made with labor, time, and a ton of effort. There are many methods you possibly can repurpose it, however listed here are the highest 4:
1. Lengthy-form content material to weblog publish
Much like how one can mix comparable weblog posts into an e book, you possibly can spotlight the primary findings out of your analysis report right into a weblog publish.
Need 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 stuffed with data-driven or expert-backed insights that make for shareable social media quotes.
3. Lengthy-form content material to video
Share the important thing outcomes of your whitepaper or e book in a video format. Focus on each information level in-depth or share snippets of specialists you’ve interviewed.
4. Lengthy-form content material to e mail campaigns
Need to nurture your e mail record? Give your e mail subscribers unique snippets of your long-form content material.
You can too flip your whitepapers into an e mail course or e mail sequence—forming drip campaigns that robotically ship every chapter or perception over a set variety of days.
Easy methods to repurpose audio content material
Whereas not everybody prefers to hearken to audio content material, like a podcast, a rising variety of U.S. customers are selecting to tune in. In line with a current examine by The Infinite Dial, over 209 million folks hearken to on-line audio content material each month.
Repurposing your audio content material—whether or not it’s a podcast, an interview, or the rest—is a straightforward solution to attain the non-listeners with out going by the trouble of manufacturing new content material for them.
1. Audio content material to weblog
While you convert your podcasts into weblog posts, you not solely get website positioning advantages but in addition present further worth to sponsors by one other conversion-link-tracking alternative.
However you must 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.
Not solely can Contently enable you create the podcast within the first place, we may help you exchange 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 among the best methods to repurpose podcast content material for social media.
The most effective half? You’ll be able to create these shareable clips in minutes utilizing Audiogram.
One podcast episode is usually a goldmine of social media content material creation when carried out proper. Justin Simon, Senior Content material Advertising Supervisor at Metadata, bought three weeks of content material out of 1 podcast episode in just a few hours.
Easy methods to repurpose video content material
Lengthy-form video content material is yet one more goldmine that may hold your content material engine from drying out. In case your model hosts webinars, publishes YouTube movies, or produces some other 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 stay Q&A—you possibly can flip the lengthy video right into a weblog publish.
2. Video to snackable social media clips
Quick movies have boomed since TikTok. Seventy-three % of customers say they’d desire to observe a brief video to find out about a services or products, based on a examine by Wyzowl.
And entrepreneurs are beginning to take discover. HubSpot’s 2022 Advertising Trade Traits Report discovered 31 % of entrepreneurs are leveraging short-form video content material in 2022.
The best solution to create extra short-form video content material? Trimming your long-form movies to snackable clips.
Use providers like Milk Video to create these video snippets within the blink of an eye fixed.
You don’t should hold 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 smart 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 Progress Advertising at Podia. By making use of the repurposing strategies highlighted on this article, you possibly can 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 recent piece. Win-win.