Everybody has their own preference when it comes to the types of content they like to consume, so if you want to appeal to a wider audience you’ll need to think beyond blog posts….
Coming up with content for a range of different mediums might sound like a heck of a lot more work, but if you’ve already created a piece with the bulk of the information already there, recycling it really isn’t too difficult.
To help you on your way we share Wordstream’s genius ways to repurpose content that allow you to take your original content, revamp it, and turn it into something fresh.
Why should we re-purpose content?
Re-purposing content has a number of benefits, such as:
Reaching a new audience:
Some users prefer slideshows over statistics. Some choose webinars over whitepapers. Reformatting your content for different mediums will extend your appeal.
Revisiting forgotten treasures:
Re-purposing your old content brings some of your favorites back up-to-date, ensuring that your great content is never forgotten.
Making the most of your efforts:
You may put bundles of effort into a quality piece of content, but that doesn’t guarantee its going to go viral! There are all kinds of unseen factors that affect how well a content piece performs, including luck! Repurposing content ensures that users who missed your blog post the first time around have another chance to catch it.
What content deserves a new lease of life?
Only your top notch content deserves to take center stage again. When deciding what to repurpose consider:
Outdated information is no longer useful. Only repurpose content that’s evergreen – content that continues to be relevant over the months, or ideally years.
Dive into your Google Analytics and see what your most popular posts have been. Try to figure out why these posts performed so well and use this to help influence your repurposing road map.
What needs updating?
Do you have content that is largely relevant and evergreen, except for a few outdated references to Google Buzz, Angelfire sites, Hotmail accounts, and other ancient fossils from the internet’s prehistoric period? Give these pieces a stylish new makeover!
Remember, you don’t have to look way back for content suitable for repurposing. As soon as you publish a piece of content you can immediately get to work on repurposing it.
9 ways to repurpose old content…
1. Turn old blog posts into white papers or guides
Once you’ve blogged a lot about a specific topic, combine these blog posts into a white paper or guide.
For example, you may have written in the past about inbound marketing and marketing automation, consolidating Marketing data and how to sell MA internally. Take those blog posts and turn them into an eBook on starting a marketing automation initiative which you can then use in your email marketing and lead generation efforts.
People often like to download whitepapers for reference so they need to be well designed and easy to read – but this doesn’t mean you need to hire an expensive professional. Depending on how old your blog posts are, you might want to edit or update them a bit, then simply copy and adapt the content from your posts to create the content for you guide. Once you’ve got all the information in one place create a stylish .pdf document and make it available to download from your website – remembering to format it for web so it loads quickly.
2. Create a slide deck from a Powerpoint presentation
So you’ve prepared a lovely PowerPoint presentation for a team meeting or public speaking event. Now the presentation is over you hate to see your PowerPoint perfection go to waste….
Well those great PowerPoint presentations can be repurposed into slide decks with the help of SlideShare.
Just edit your slides for a self-paced audience, upload your PowerPoint presentation to SlideShare, and embed the presentation in one of your web pages. Now you have a new piece of content you barely had to work for.
Each slide should have one key point from your presentation. For example, a top 10 list of will have 12 slides — 10 with the items from the list and an introduction slide and an ending slide with your contact information.
Slideshare has a strong community so you should get some search traffic from within the community and from search engines.
3. Turn your slideshow into an infographic
Infographics are good looking, they’re informative and easy to share! They take bog standard information and turn it into something visual for readers. In many cases, infographics will do a better job of communicating something interesting and useful to your target audience.
They look like a lot of work, and you may decide you want to do extensive research and get it professionally designed. But not all infographics need to be a major undertaking. Just start with a sound set of statistics, a good graph or solid chart and pretty it up a bit. There are even some free tools out there to help you out, such as Canva, Piktochart, or Infogram – and make sure you promote your infographic on a site like Freelance Switch!
4. Turn your blog post into a webinar
Webinars can a successful selling tool for businesses, especially B2B companies. They are kind of like live slideshow presentations. Some have video. Others use audio. They can often give people a break from their normal workday, they can listen in to the live event, share comments and get information on a topic they want to learn about.
Create a slideshow like we discussed above and also use the information to create a script that you can follow. Host the webinar with another person that has a large audience in your industry. You can offer to put the slides together and organize the event, but have them join you for the event. This will bring their audience to the webinar and that will give you and your blog more exposure. End the webinar by letting attendees know that they can get even more information on the topic at your blog.
5. Webinars to video tutorials
You host a fascinating webinar that gets tons of attendees – it’s a huge success!
But of course not everyone will make it to your webinar, and months later you’ll have new site visitors and leads who don’t even know what they missed out on.
Don’t let that great webinar go to waste – repurpose it as a YouTube video. Not only will that asset be great on your website, but may drive new visitors to your site via YouTube!
6. Turn your internal data into case studies
Optimising your content marketing efforts with testing is essential – whether you want more traffic to your blog, more subscribers, or more email signups!
When you’re running tests on your own website, hang on to that data and turn it into a case study. For example, if you do an experiment to see which button color brings the most clicks, share that awesome info with your subscribers.
7. Turn interviews into an expert advice eBook
Interviews are a popular form of content for blogs. They’re easy to conduct (just email industry experts a quick question or two), easy to edit (mostly just a matter of copy and pasting), and usually get a ton of traction (as the people you’ve interviewed share and promote the article they’ve been mentioned in).
Collect interviews on the same topic and repackage these into an expert advice eBook. There’s no problem taking the exact same content and changing the media – some people prefer ebooks to blog posts, as they are easier to download and read later.
8. Turn your statistics into a Twitter post
To get more leverage out of cool interesting facts or data points about your industry, turn them into individual tweetable elements. The best way to do this is to create twitter-friendly image stats as they stand out on people’s feeds – they are also much more shareable!
9. Turn your blog post into a podcast
Podcasts are recorded shows. They are great to listen to in the background while you’re doing something else and what’s great for content producers is that podcasts contain much of the same content as blog posts.
Just find some voice talent to read one of your blog posts and, like magic, you’ll suddenly have yourself a podcast! For the best results, however, edit your blog post so that its tone is a bit more relaxed and conversational.
Take the recording and submit it to the following podcast databases:
Putting it all together
In this section we gave you sites where you can submit your content to such as SlideShare, YouTube, iTunes and others. It’s important to remember that these sites allow you to list titles, descriptions, tags and other information for your content. Enter that information so users can find the content on the corresponding site, but also include a link to your original blog post whenever possible.
YouTube is one example of a site that allows you to include a link in the description. This lets potential viewers find their way back to your blog post where you get more traffic and where you also have the opportunity to convert the visitor into an email subscriber or social media follower.
At Stampwood understand that your company may not have the resources or staff required to consistently churn out content. We can work with you to understand your organisation, gather your requirements and then create content specifically for your company. Furthermore, if you have a marketing automation solution in place or have one on the cards, we can organise your content, set up and configure individual campaigns and create effective nurture campaigns all with provable results.
To find out more about marketing automation and the services we provide visit the rest of our site…www.stampwood.co.uk.