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How to Repurpose Content to Expand Your Reach and Get More with Less

Posted by Smith & Harroff on Nov 1, 2016

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Creating engaging, relevant, and valuable content requires time, energy, and financial resources. When so much goes into creating it, it makes sense to want to get the most out of it. Good news – with just a little extra work, there is a way to direct more traffic to your website, strengthen your brand’s reputation, and encourage leads to convert: repurpose content.

Repurpose Content to Increase Productivity

To repurpose blog content you simply take a post you’ve already written and reuse it in another format and/or deliver it on a different platform. Repurposing allows you to:

  • Reach more high-quality leads.
  • Get more organic search engine traffic.
  • Streamline your content production schedule.
  • Spend that extra time growing your organization.

Some people are more visual, responding positively to videos and infographics, others prefer scholarly white papers, and some prefer to listen to podcasts. In fact, in its annual State of Inbound report, Hubspot found that consumers pay the most attention to videos (55%), social media posts (52%) and new articles (49%). Repurposing content to fit these target audiences’ preferences lets you extend your overall reach. If you aren’t repurposing your content, you’re missing out on a huge opportunity. Let’s look at just a few of the ways you can leverage this marketing technique.

Old Blog Posts Become Guides

Once you’ve written a good number of blog posts about a specific topic, you have enough valuable information to create a fresh new guide or eBook. For example, if you’ve written separate posts about content writing tips, social media, and the sales funnel, you have all it takes to write a downloadable guide on inbound marketing that you can also use in your email marketing campaigns. Just update them where necessary.

SlideShares Become Infographics

Marketers rely on SlideShare to expand their reach to over 70 million unique visitors every month. Take key points from the ones you create to generate an infographic. The trick is to pull one main idea to focus on, instead of trying to use all the data in your presentation. Then use the infographic in a blog post. You can double your impact by promoting the post and infographic separately. This idea also works great in reverse.

Images Become Boards

Take the images you use throughout your website, including in blog posts, and repurpose them on Pinterest and Instagram. If you don’t have either of these accounts, think about if they make sense for your audience. If so, now's the time to set these profiles up. The pins and posts can add a new segment of traffic to your site by driving referral traffic back to your blog.

One Piece of Content Becomes a Dozen

You can repurpose one piece of content into more than a dozen pieces. How?

  1. Start with a webinar that includes a written script and slides
  2. Record your webinar and upload it to YouTube and/or Vimeo.
  3. Embed the video on your website.
  4. Pull short clips from the video and share them on all your social media accounts, including Facebook, Twitter, and Instagram.
  5. Live stream the webinar on your social media platforms.
  6. Publish the slides on SlideShare.
  7. Use the audio for a podcast on the iTunes Podcast App.
  8. Turn the transcript into a white paper.
  9. Create a short eBook from the topics you covered in the webinar.
  10. Use the content to create targeted email drip campaigns.
  11. Break the transcript down into multiple blog posts.
  12. Convert your slides into graphics, quotes, and images that can be used on your website and all social media accounts.

Make the Most of Your Content

When you repurpose content you’re only trying to increase the awareness of your brand, so don’t worry that you’re violating Google’s guidelines – you aren’t. And each time you repurpose you save time and money by extending your initial content marketing investment. The bottom line is that creatively marketing your content is essential if you want your blog to succeed.

Topics: Content Marketing