How to Leverage Your Existing Content Through Repurposing
In the world of content marketing, one of the biggest challenges that creators face is producing new content consistently. Rather than focusing on constantly trying to generate more and more items, you may want to think about how to repurpose content you already have. Not only does repurposing reduce your investment of time, but it also can drive your content into new channels. For example, a text-driven website can increase the content it produces and speak to a bigger audience by converting some of its best ideas into YouTube videos or infographics. With a little thought, you can quickly turn almost any existing item into a new source of traffic and revenue. Let's take a look at a few possibilities.
Text to Video or Audio
If you already have a fully developed websites then you have a ready goldmine of material for content marketing. Trimming down wordy articles into scripts for podcasts or YouTube videos is a great way to quick repurpose that existing content.
Converting Video to Audio
If you already have a video channel operating, it should be easy to convert those items into audio. For example, an existing video can quickly be utilized to produce a radio spot or podcast episode. By simply taking your YouTube videos and converting them into MP3s, you'll have a ready source of material, opening up a new channel for revenue and new audiences.
Write an eBook
Another good use for existing text from a website is creating an ebook or white paper. Your existing collection of articles might no seem like a book in themselves, but adding some structure can quickly refashion three or four articles into a fully formed chapter for one. There's also a market for lighter ebooks, so don't be afraid to put together a 3,000 to 6,000-word document that covers a very specific topic. Not everything has to be a Stephen King novel. For example, a site full of MySQL tips could take its existing blog content on setup and configuration as the basis for a small ebook on the topic.
Ebooks also represent an excellent opportunity to drive traffic to your other marketing channels. It's easy to add a link in your ebook to your existing website. You might not be able to win a new audience member for your site in Google search, but perhaps you catch that person when they download your ebook from a Facebook ad.
Create Memes, Infographics, Blog Posts, or Video from that eBook
You could also use this tip in reverse. Let’s say you have an idea for an ebook or white-paper that you want to offer as a lead magnet to generate leads. Well, you could take the main points and create simple visuals from them to post to your social media accounts, turn chapter summaries into blog posts, or organize data points from the ebook into an infographic or video.
Recap Your Best Posts
If you've already done a ton of content for a website, you may want to use your web stats to generate the basis of an article. When you get to the end of the year, you could drop a recap that covers and links to your top 10 posts for the year. Big events are also excellent excuses to do recaps. For example, a site that covers rock band news might want to recap the biggest stories it has ever published when a particular group hits a milestone.
Recaps should be seen as an opportunity to get creative with how to repurpose content. If you're running a podcast, it might be fun during a slow time to recap the five funniest interviews you've. Or maybe create a blooper reel video from outtakes. Never be afraid to latch on to an excuse. When the season changes, recap. Is it your YouTube channel's anniversary? Time for a recap. Did your cat have kittens? Better recap. (Just kidding, but you get the picture.)
Informative graphics are a fabulous way to put your existing work back into the rotation. If you've previously done a heavily stats-driven article, don't hesitate to bang out a quick infographic. Remember those recaps from the previous item? Take your web stats and use those to create a visual illustrating the breakdown of the top 10 most popular posts from the last year. There are lots of programs, such as Visual.ly or Canva, that allow folks with sub-par graphic design skills to kick out superb products.
Social Media Posts
Did you just get done creating a killer infographic for your recap? You might want to share it on your Instagram and Twitter feeds. Never be afraid to daisy chain one attempt at repurposing into another. Your goal is to generate as much content across as many viable channels as possible, and social media posts often represent the fastest way to accomplish that goal. There's a good chance you'll want to market your new content through social media anyhow. A new podcast is a ready-made excuse for a new tweet.
When you do leverage social media for this purpose, be sure that the linkage makes sense. A vague link in the form of "check out the new blog post" is lame. Short tweet lengths demand punchy titles. Always be actionable in your calls. "I break down recent developments in the court case of Celebrity X" is more actionable and detailed than "Check out what I said."
Update Old Content
Did you do a killer discussion on your web design blog about the state of responsive design in 2014? A lot of things have changed since then, and your audience, frankly, deserves an updated version of the post. Even better, you can work from the points of the old post to create a new article that specifically demonstrates what has changed in the interim.
If you've already answered a question on your own website, it might be worth your time to use that content to build a response to a question on an answers site like Quora or re-post your blog content on Medium. You can also backlink to your website, in some cases letting you build up some precious SEO juice along the way.
Take a similar approach to guest posting. By repurposing your content onto someone else's blog, you'll have a chance to link back to your own and drive traffic. This will also allow you to connect with new audience members. Don't be afraid to maniacally link to all your channels, too. That guest post is an excellent excuse to drive traffic to your social media pages. Just make sure you are tweaking your content in a way that doesn’t just duplicate what you have already written.
Any competent content marketer is always working on building an email list. Rather than bore your audience with product- and service-driven content, you can repurpose your older stuff into compelling emails. Use a sizable blurb from a blog post to form the basis of an email blast, and then you can link to the article from the email text body to drive traffic.
Don't be afraid to use one repurposing effort to lead into another. You can tweet a link to your new blog post and then fearlessly embed a video from your YouTube channel. Use the blog article’s featured image on Instagram with a summary of what it is about and a link to it in your bio. While you're at it, why not link to the Apple Store where your podcast is available for download? And be sure to remind people of your most recently published ebook. With a small investment of time, you can drive traffic in all directions.
The first question you should always ask yourself when creating new content is, "What else can I create from this piece of content?"
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