A Content Marketing Institute study reports that 63 percent of content marketers are seeking more ways to create content. But let’s be real: time, resources and talent can easily restrict the volume of generated pieces (and some of us have places to be when it comes to Friday happy hour).
Instead of bending over backwards trying to miraculously produce new content every single day, consider this: you can produce (significantly) less content and still have a kick-ass content marketing strategy.
Here are 10 ways to repurpose your content without being obnoxious.
Why repurpose content?
With content, it’s not about quantity. Rather than focusing on producing lots of new content, it’s more beneficial to focus on how you can deliver the content you already have into the hands of the right people.
Repurposing content is pretty self-explanatory. It’s when you take a piece of content and change the work’s format or intended audience — allowing you to create less and promote more.
Some perks of repurposing content:
- Cut content creation time. A well-received blog topic can easily be used for a slideshow, video, eBook and so on. Since the bulk of the content has already been created, coming up with new elements to differentiate the posts is much simpler than starting from scratch with a new topic.
- SEO gains. Creating multiple pieces of content focused on the same subject generates additional keyword opportunities – not to mention the possibility of receiving quality links back to your site.
- Expand audience reach. Repurposing your content allows you to serve multiple audiences with different format preferences. This way, you can appeal to the visual learners, the long-form lovers and the skimmers. Since each piece will be different, you can cross-promote the content to reach a larger crowd.
10 Ways to Repurpose Your Blog Content
1. Revitalize old blog posts.
Old blog posts are most likely stale, outdated and in need of a serious tune-up. Not to mention you’re definitely violating the content marketing code if you continue to promote poor, irrelevant content. Instead of trying to find the time to create entirely new content, choose an older piece of content and breathe new life into the blog post.
Here’s what you need to do:
- Rework the content. It’s probably not as well-written as your current posts. Make sure it follows the same logic, editing and style guide as your most recent blogs.
- Update links, images and SEO. Do the links still work? Is SEO in good shape? Are your H2s and headlines strong?
- Promote. Start promoting your revamped post as if it was a new post. Your blog may not have had the audience it does now, so you could potentially receive more engagement with the updated piece.
2. Share an infographic.
Infographics are liked and shared on social media THREE times more than any other type of content. If you happen to have a blog post particularly rich in facts and figures, convert those to visually appealing charts, graphs and images in an infographic (it’s quite the easy process).
Not the best at constructing infographics? Bribe your designer friend with tacos and eternal friendship. There are also free apps like Piktochart, Infogr.am and Visual.ly that make it super easy to select a template and create your own.
Create images to promote it on social media and add an embed code to your infographic to make it easy for viewers to share and add to their own websites.
3. Develop an email newsletter.
According to the Email Marketing Industry Census, 68 percent of companies rated email marketing as either good or excellent in terms of return on investment. The best part is that it’s easy to create this content roundup to send out on a regular basis.
Instead of writing original content for this newsletter, select an already-existing, step-by-step blog post and break it into a series of emails. Don’t forget to keep the email copy short, include visually appealing images and have a call-to-action at the end.
4. Create a video series.
By 2017, internet video traffic will have increased fourfold.
Creating a video series based on content allows people to digest your information in a different way (and when I say different, I mean really different, for those of you who have yet to dive into Casual Fridays).
Convert your existing content to informational videos that attract, educate and entertain your audience. Choose your cornerstone content: the pieces your audience appreciates and engages with, and transfer that to video.
Let these live on your blog, website, a microsite or YouTube, where you may be able to drive new visitors.
5. Put together eBooks.
EBooks serve double duty when it comes to being a content marketing asset and PR tool. EBooks are a measurable, effective way to produce valuable content and attract new customers.
After selecting the right piece of content, take the time to supplement with additional information and research. Make it something that is worth the investment.
Design it yourself with a tool like Papyrus or outsource to your design team for a visually appealing look. Grow a subscriber list and monitor its success.
6. Look for guest post opportunities.
There will always be other domains with higher authority, better ranking and more links. Plot twist: use this to your advantage.
Rewrite your blog posts into a series of guests posts and pitch them to these sites. While it will attract traffic to other sites, it’s still your content viewers are going to see. You’ll have exposure on high-authority sites, a quality backlink and a chance to promote your content to a larger audience.
With the right keywords, you’ll be able to optimize each guest post to perform well in search engines.
7. Try a podcast.
OK, so this one’s a bit ambitious. But podcasts can bring in a significantly new audience and they’re currently a huge missed opportunity for content marketers.
Record your content as an audio blog and create a podcast release schedule. Focus on interesting topics like educational pieces, unique stories and interviews. Create a podcast RSS feed and watch your audience grow.
If your friends are really your friends, at least you’ve got a few listeners to get you started.
8. Create a presentation or slideshare.
Slideshare is underappreciated in the world of content marketing. It’s actually in the top 100 most-visited websites in the world (and sees more than 60 million visitors per month). By drilling down your blog posts to the most important points, you can easily convert it to a presentation.
PSA: copy-heavy presentations are the equivalent to a slow and painful death (and that’s coming from a copywriter). Use minimal words and awesome visuals!
9. Share bite-sized chunks on social.
Repurposing interesting facts and statistics into tweetable highlights gives your content a bigger reach and makes it much more shareable, too.
Turn parts of your longer-form content into short, individual tweetable elements. Add the click to tweet feature throughout your post, making it easy to share, and use the most interesting or compelling stats as tweets.
You can even create social-friendly image stats and promote them on social instead of plain copy.
10. Inform with course material.
Using blog content to educate and inform your readers is a great way to position yourself as a thought leader, which, hopefully, will get you the views, interaction and overall business you’re looking for.
For example, for one of our clients, we repurposed old blog content and created an informational download to live on its own microsite. We increased traffic to the site, successfully positioned the client as a thought leader in that industry and drove new user registrations.
By repurposing your content, you can improve SEO, reach customers how they want to be reached and quickly increase the impact of your brand message – without being that repetitive, obnoxious guy. So get going. It’s almost happy hour.
What do you find to be most effective when it comes to repurposing blog content? Want to chat content marketing? Send all compliments and complaints to @Kristnsullivan.