You created useful content through experience and research. The problem is that most of it isn’t used to its full extent – not even close! Posting your content in its original form is most definitely the first step to getting yourself noticed, but it is by no means the end of what you can do.
To get the most out of the words on your website, you need to repurpose it.
What is R**epurposing** C**ontent?**
A great analogy for repurposing content is to compare it to fabric. During the Great Depression, homemakers repurposed flour sacks into dresses, with flour companies eventually printing designs onto the sacks to encourage it. Today we see people sewing handkerchiefs into quilts and concert t-shirts into skirts. These are pieces of treasured cloth that are repurposed for a new use, extending their life and expanding their impact.
When content is repurposed, it’s still made of the same stuff, just transformed into a different form that can be used in different ways. The difference between fabric and web content is that you get to keep using the original when you repurpose web content, whereas that flour sack is completely gone once the dress is made. That original blog post stays right where it is, with the repurposed versions of the information inside it serve to drive traffic to your website and to spread your message to a wider audience.
Why repurpose your content?
Repurposing content has a wide range of benefits. It starts with solid content and ends with your content reaching more people.
Widen your audience
The first and most important is that it allows you to reach a broader audience. The bottom line is that the more places your content is, the more likely it is to be seen by a broader swath of the population. The odds are in your favor to tell your stories in a variety of ways.
Target your audience
You want to be where your audience is. That means being on Twitter for your audience who is on Twitter or being in the blogosphere for those who like to hang out there. Different people like to access information in different ways. While lots of people enjoy blogs, others might be more inclined to see you on social media or through a Slideshare. Your goal is to promote the content and not the mode in which it’s delivered.
How much does it cost you to create new content? The bottom line is that if you’re creating quality content, then it’s costing you some cash. It’s well spent cash, but still money out the door. Rather than constantly creating new content, you can repurpose what you have in order to maximize your value. It takes a lot less time to rearrange and send out some already solid information than it does to research and codify it in the first place.
Google loves links. When you repurpose your content, it gives you the opportunity to increase the depth and breadth of the links on your site, both inbound and outbound. This will bolster your search engine visibility and widen your audience.
How to do it
Now that you know why it’s so important, it’s time for you to learn how to make it happen!
The first thing to know about repurposing content is that you need to choose the right content. You want to choose content that’s “evergreen,” meaning that it’s likely to be useful to your readers no matter when they see it. The internet is dynamic and ever-changing, so when content is no longer relevant because it’s out of date or no longer correct it’s not going to drive traffic. Look for pieces that will be relevant down the line for users who are just discovering them. If they live long, then you’ll prosper.
16 ways to repurpose your content
The ways in which you can repurpose content are endless. Here are just a seventeen:
- Re-post blogs on LinkednIn Pulse.
- Convert a blog post into a series of tweets or Facebook posts.
- Use how-tos and/or FAQs as a jumping off point for blog posts.
- Build an infographic based on previously posted material.
- Update old blog posts with fresh information.
- Recirculate evergreen content on social media.
- Create a Slideshare or Slidedeck presentation from a post.
- Repost on a Q&A site like Quora If a posts asks or answers a question).
- Host a webinar on one of your blog topics.
- Craft an email series based on your blog posts.
- Record a podcast based on your blog posts.
- Start a video series based on your blog posts.
- Formulate an e-book out of several related posts.
- If there is a particularly insightful comment on a blog, add to it and turn it into another blog post.
- Create a case study.
- Reformat a blog post into a whitepaper.
These are just a very few of the ways that you can create new content from old content! Look to your own business and focus on the innovative ways that you might reach your particular audience. Your niche is yours and you know it better than anyone. Stay on the lookout for ways to reuse the content that you already have in your arsenal.
Mixing up your content will allow you to get the most bang for your buck while simultaneously reaching a wider audience. More exposure also means that potential customers will be more likely to re-visit your blog and follow you on social media.
What are some creative ways that you have repurposed content? Let us know in the comments!
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