Consider all the trouble 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 matters, interviewing specialists, making rounds of edits, selling on social media, and many others. Given all of the folks, sweat, and occasional tears concerned, how are you going to 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. When you’re on the lookout for concepts on the way to repurpose content material and get each ounce of worth from it, we’ve got just a few 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 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 understand is performing properly
- Cater to the wants of various purchaser personas
- Create, publish, and promote content material persistently
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 singular objective, viewers, channel—or else all you’re doing is creating loads of noise with out loads of worth,” says Natalia Dinsmore, Senior Content material Marketer at Stability.
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 wish to repurpose this content material?” (Trace: “As a result of each advertising and marketing guru says so” just isn’t all the time the suitable reply.)
Possibly you could have a weblog publish written to usher in subscribers to your firm’s publication. However you may be capable to use the identical content material to nudge folks to join your on-line course. Repurposing is the suitable 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
Evaluate your analytics to see which posts are performing properly. A number of questions to think about asking:
- Does Google Analytics inform you there’s a handful of fantastic weblog posts driving most visitors to your web site?
- Is there a YouTube video that garnered 1000’s 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 via various mediums. Take into consideration how one can repackage these items to offer a contemporary expertise.
However there’s a caveat: You don’t wish to goal content material that obtained many shares just because the subject was trending. They could or will not be related at this time.
3. Repurpose when the content material is evergreen
Concentrate on repurposing content material that may be helpful for months (if not years). For instance, an academic video about the way to interview your clients can be helpful in the long run.
Alternatively, keep away from repurposing content material that has a brief life.
When you publish a weblog publish a few scorching matter within the information, as an example, it is going to be previous as early as tomorrow. It would get you a lot hits at this time, however repurposing it to a wonderful LinkedIn publish per week later may not get you a similar outcomes if you happen to had posted about it in real-time.
Observe: A caveat to that is for brief shelf-life content material that you just can make evergreen. Do you could have content material associated to the pandemic that also has worth and objective at this time? 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.
Learn how to repurpose weblog content material
Weblog posts—whether or not 500 phrases or 5,000 phrases—could be repurposed into varied codecs.
1. Weblog posts to video content material
Natural video content material is without doubt 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 and marketing 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 and marketing. But when your organization is cautious of getting a YouTube channel, embed Loom movies in your web site to indicate 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 principle 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 may even make a number of social media posts overlaying 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 got a wealth of content material on one topic—i.e., a number of articles overlaying totally different elements 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 clients.
It’s important to kind a coherent construction on your e book and edit it to circulation easily from one chapter to the subsequent. It’s additionally vital to switch your design—ebooks current the chance to border your weblog content material another way by highlighting stats, including extra pictures, and visible knowledge. 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 considered one of your long-form items is gaining large traction, double down by repurposing it for one more web site that correlates together with your area of interest.
For instance, Semrush repackaged its social media guidelines weblog publish into an infographic and printed it on Social Media At the moment.
Repackage your long-form content material into a special format (like Semrush), broaden on the subject, or just repost.
You construct precious backlinks (bettering web optimization) together with getting extra mileage out of your content material. One of the best half? Now you can share the brand new format of your previous weblog publish on social media as properly—totally squeezing the juice out of a single publish.
Learn how 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 may repurpose it, however listed below are the highest 4:
1. Lengthy-form content material to weblog publish
Just like how one can mix comparable weblog posts into an e book, you may spotlight the principle findings out of your analysis report right into a weblog publish.
Influencer Advertising Hub follows this technique yearly once they launch their benchmark report.
Need to take it up a notch? Create a weblog collection on the principle 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 knowledge level in-depth or share snippets of specialists you’ve interviewed.
For instance, Biteable created a YouTube video to summarize their survey findings.
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.
Oliver Burkeman shared an excerpt of his e-book, 4 Thousand Weeks, to spotlight the pre-order provide to his publication subscribers.
You can even flip your whitepapers into an e-mail course or e-mail collection—forming drip campaigns that mechanically ship every chapter or perception over a set variety of days.
Learn how 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 accordance with a current 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 the rest—is a simple solution to attain the non-listeners with out going via the effort 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 web optimization advantages but additionally present extra worth to sponsors by one other conversion-link-tracking alternative.
However it is advisable 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 provide help to create the podcast within the first place, we may help you exchange that podcast right into a weblog publish or weblog collection.
2. Audio content material to social media clips
Creating an animated video clip out of your podcast is without doubt 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.
One of the best half? You possibly can create these shareable clips in minutes utilizing Audiogram.
One podcast episode could be a goldmine of social media content material creation when finished 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.
Learn how to repurpose video content material
Lengthy-form video content material is 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 reside 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 p.c of shoppers say they’d choose to observe a brief video to study a services or products, in line with a examine by Wyzowl.
And entrepreneurs are beginning to take discover. HubSpot’s 2022 Advertising Business Developments Report discovered 31 p.c 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.
For instance, Deian Isac, Buyer Success Supervisor at Service Supplier Professional, repurposed his YouTube video into brief LinkedIn snippets.
Use companies like Milk Video to create these video snippets within the blink of an eye fixed.
You don’t need to 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 means that you can 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 Progress 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. One of the best half? You additionally save on the money and time required to create a contemporary piece. Win-win.
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