At this point, there is little doubt about the importance that content marketing plays in the bringing customers into a business.
According to a survey by the Custom Content Council:
“61% of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company.”
That number, in itself, is plenty of evidence pointing to the role that content marketing can play in the success of a business.
Unfortunately, however, content marketing does not come without its fair share of challenges.
As marketing specialist Ross Beard points out, one of the main challenges deals with a marketer’s ability to create useful content consistently.
While the fixes that he outlines deal mostly with creating more content, one of the least talked about solutions to this problem involves repurposing the content that you have already created.
Repurposing your content has an abundance of benefits to everyone involved.
Salma Jafri outlined a few in her article about the Top Benefits of Repurposing Content.
The three benefits she laid out include:
- Helps with SEO. Every content marketer understands that successful SEO is essential to succeed in the content space. Repurposing content provides additional SEO assets that can then be used to attract search traffic by ranking higher, and more frequently, on search engines.
- Ability to Reach Customers Through Different Channels. The ability to reach customers through different channels is imperative to content marketing success. Repurposing content enables marketers to reach their target audience in all the places that they are searching.
- Increase Customer Retention. Marketing expert Seth Godin is a major advocate of content repurposing as he says the ability to deliver your message in different ways can significantly increase the impact of that content as well as the customer retention received from it.
While these are just a few of the main reasons that content repurposing is a good idea, they certainly are enough to make any marketer understand how essential this is.
But how in the world do you go about this process?
Well, that is the purpose of this article; to show you how you can repurpose your content for more eyeballs to see.
Let’s get started:
Knowing What Content Should Be Repurposed
It should be noted right off the bat that not all content should be repurposed.
Doing so with everything that you have ever produced will more than likely be nothing more than a time waster that yields minimal results.
Instead, you must shift your focusing towards finding your evergreen content.
What is evergreen content?
Word Stream contributor Megan Marrs defines evergreen content as:
“SEO content that is continually relevant and stays ‘fresh’ for readers.”
So, basically, we are talking about content that remains relevant well after it is first published.
News stories, statistics, and seasonal pieces are all examples of what is NOT evergreen content.
But once you have identified your evergreen content, that does not mean that all of that content should be repurposed.
Instead, you should utilize analytics to determine which content has performed the best.
When identifying the content that has performed the best and is considered evergreen, you then have a basis for knowing what should be repurposed.
In addition, and potentially more importantly, you will know what content you should not waste your time with.
It should also be noted that you need to take your target market into account.
Repurposing content to a medium that your target market is unlikely to appreciate or view will only be a waste of time.
Now, on to the different ways that you can repurpose the content that you have identified.
Create New Posts and Articles from Past Listicles
Listicles have long been known as one of the highest performing pieces of content.
The reason for this, as Steven Pool of The Guardian points out, is:
“Psychologically, the listicle is seductive because it promises up-front to condense any subject into a manageable number of concrete facts or at least factoids. When you embark on reading an ordinary article, you have no way of knowing how many things it will tell you.”
But you probably already knew that listicles are ‘seductive’ to the reader and therefore a popular choice for content creation.
What you may not think about with listicles is how simple they can be to repurpose.
Doing so is as easy as creating new content for each numbered sub-title listed in the piece.
The great thing about this is that you have an incredible amount of options when it comes to how you go about doing this.
Some of the potential ideas that you can follow through with include:
- Creating new listicles based on sub-titles in previous content
- Creating in-depth guides or articles for each sub-title
- Creating videos, infographics, or images that further detail each sub-title
These are just some of the many ideas that are available to you.
The key here is that you are repurposing content that is both evergreen and popular, meaning you are minimizing the risk associated with creating new content from this.
And, because of this reduced risk, you raise the probability that this content will also perform at a high level.
Repurpose Content into Videos
Content marketing has seen a fairly dramatic shift from written content to visual content over the past few years.
And this trend is only expected to continue in the future.
In fact, according to Cisco:
“By 2017, video will account for 69% of all consumer internet traffic.”
That is an astonishing amount.
Chris Trimble of The Guardian doubled down on this sentiment when he said:
“Video is the future of content marketing. That is, if it’s not the here and now. Various studies show more than half of companies are already making use of the medium – a figure that’s predicted to rise as more and more realize the possibilities.”
With all this in mind, it seems like a better time than ever to jump on board with this trend and use it to your advantage.
You can do this by repurposing your written content into videos.
While a lot of content creators and marketers may be a bit standoffish about creating videos, there are ways to make it less intimidating.
Neil Patel, the founder of Quicksprout, suggests that you:
“Create a small script and practice it a few times before recording. Then record the tip. Get it done in less than a minute and publish the video to YouTube. Promote it on your blog and on social media.”
While this is an incredibly simplified version of how to repurpose your content to video, it is a great place to start.
From there, you can work to build your video presence and become more comfortable with creating them.
In addition, you can start to create longer videos instead of summaries, and even experiment with different tools that allow you to add graphics to your videos.
If you really do not want to feature yourself on a video, there are some alternatives to choose from. They include:
- Creating an animated video with voiceover
- Create a whiteboard video with voiceover
- Hire someone else to be featured in the video
The possibilities are truly endless when it comes to repurposing to video.
If you are looking for more information about doing this, Zach Watson of Business 2 Community put together an informative article about How to Effectively Repurpose Your Content into Videos.
As several experts have pointed out, video content is something that you should expect to see more of in the years to come.
With that in mind, it would be a good idea to get a jumpstart on the trend and use it to your advantage.
Repurpose Content into Interviews
If you have a piece of content that has performed exceptionally well, one of the best ways to repurpose it is by starting a conversation about it.
A great way to do this is through interviews with influencers and authorities that are considered experts on the topic.
This is a great opportunity for both you and the influencer you are interviewing to build your web presence.
It also provides an easy way for you to work off of the content you have created that has already proven to be successful.
Interviews can be conducted and laid out in a number of different ways.
Some of the more popular options for doing so include:
- Industry reports. If you have the ability to interview several influencers, you can really strike gold with this concept. After performing the interviews, you can then turn those authority quotes into an industry report that will undoubtedly receive massive attention in your niche.
- Interviews via podcast. Interviews that are turned into podcasts or audio segments can also perform very well as repurposed content. These can be especially successful because people can listen to these interviews while driving or performing other activities.
- Video interviews. If you have the opportunity to interview someone in person, performing a video interview can generate quite a bit of buzz. These interviews can also be done via double screen video if you do not have the opportunity to complete it in person.
- Interview turned into written content. If you feel like you have gotten plenty of great information from a particular source, you can turn this into its own written piece of content.
On top of these options, Ryan Malone of Social Media Examiner outlines several other Ways to Improve Your Blog Posts With Interviews.
Malone goes as far as saying that interviews are the most powerful content tool available to marketers.
As he points out:
“It’s the tool that brought us some of the most compelling moments in history – from fallen leaders to pop-culture confessions. It’s the tool that made Oprah arguably one of the most powerful brands on the planet. And the same one that Barbara Walters used to reach the most influential people of our time.”
At the end of the day, interviews are a timeless tool that content marketers should be using to build their blog and repurpose their content.
Not utilizing its effectiveness would be irresponsible of any content marketer.
Repurpose into Infographics
If you have a piece of content that features an abundance of statistics, purposing this into an infographic can be incredibly effective.
As Kissmetrics contributor Lucien Joyce points out:
“65% of people are visual learners and 90% of information that comes to the brain is visual.”
This presents an easy case for why visual content is one of the more effective forms of content available.
And one of the most proven forms of visual content is infographics.
Joyce goes on to say of infographics that they are:
“…an excellent tool for drawing upon all of your complex data and statistics and collating them into a compelling, easily intelligible visual display. Accompanied by diligent promotional endeavors, infographics can become an integral part of your content marketing strategy.”
But you cannot just put together an infographic and think that users are going to enjoy it.
The fact that this type of content is becoming increasingly popular means that you have to put in the work to create infographics that can separate you from the crowd.
Jack Knopflier of Mammoth Infographics put together an informative article about this topic, titled 7 Features of an Awe-Inspiring Infographic.
Among the features that Knopflier noted include:
- Having a clear goal. Understanding why you are creating the infographic will help make the creation process much easier. The biggest question to ask yourself is whether you are trying to educate or entertain.
- Having a compelling narrative. Your infographic should be weaving a compelling narrative. If it isn’t, your readers will likely become confused, which decreases its effectiveness.
- Using credible data. Without credible data from reputable sources, your infographic is worthless. Using indisputable facts and statistics from highly reputable sources is essential.
While you may be thinking that you do not have the necessary design skills to create an infographic, there are plenty of tools out there today that enable even non tech savvy individuals to create intriguing infographics.
Canva is one such tool.
Repurpose into Webinars
If you are in the B2B space, webinars have been proven as one of the best ways to convert interested readers into paying customers.
This presents a great opportunity when it comes to repurposing content as it enables you to utilize content that you already know has performed well, therefore all but guaranteeing strong attendance of your webinar.
While there are certainly downfalls to webinars, including the fact that not everyone has the time to attend, their conversion rates are astronomical when done correctly.
The problem, however, is understanding how they can be done correctly.
Thankfully, Dane Frederiksen of Content Marketing Institute put together a great article showing the 5 Steps to Repurposing Killer Online Content from a Webinar.
As he points out:
“Webinars are a great way to reach out to your audience and share your expertise, be more visible online, and provide thought leadership on a regular basis. If executed properly, they can offer clear and specific value for prospective customers and ease them down the sales funnel.”
That is great news for content marketers that are constantly trying to find ways to show that their content creation efforts are effective revenue builders.
But how do you go about creating a strong webinar?
Frederiksen lays it out in five easy steps, among which include:
- Prep your tech. Without the proper technology, your webinar can turn into a disaster. Make sure you have everything in place and understand the technology behind creating a great webinar.
- Prepare your message points. You should know what key points you are going to cover from the very beginning and try not to venture away from these points during the webinar. Creating short takeaways are essential, as no one wants to hear a lecture.
- Prep your interviewee. Most webinars involve a thought leader that provides insight into the topic that you are presenting about. If yours does, make sure that this individual is prepped thoroughly about the questions that will be asked as this can make for a much more efficient and effective webinar.
You can get more information about repurposing content into strong webinars by taking a look at the Conversion Rate Experts’ post on How to Grow Your Business With Webinars.
Repurpose to eBooks
If you have a piece of content that has performed well and can be expanded upon, a great way to do so is by repurposing the content into an eBook or white paper.
When it comes to eBooks, Sara McGuire of Business 2 Community says that they are:
“An intuitive next step for repurposing your content. They offer readers something they can save to their devices and refer to again and again. They also present a great opportunity for you to offer users something in exchange for email subscriptions.”
In her article titled 7 Steps to Repurpose Your Blog Content Into an eBook, she lays out just how easy this process can be.
The great thing about repurposing popular content to eBooks is that it ensures that you are not wasting time creating long content that is not going to be read.
Many content marketers are now using content pieces as a way to test out what topics should be used for creating eBooks.
Doing so puts them in a position where they can drastically improve their content creation efficiency.
The Final Word
At the end of the day, there are literally dozens of different ways that you can repurpose content for more eyeballs.
And you do not just have to use the ways outlined in this guide. Creativity is always encouraged when repurposing content.
With its efficiency and effectiveness, there is no reason that the repurposing of strong content should not be one of the main focuses of your content marketing efforts.