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The Beginner’s Guide to Repurposing Content

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Repurposing Content can help you to streamline your Content Marketing process. It is a useful technique to get the most out of the content you are producing for your business.  With Content Repurposing, you can use one content piece in various formats and on different channels. The practice helps you to reach out to a wider audience and get better business outcomes.
Repurposing Content

How could you not repurpose content

Repurposing is a tool that helps you to scale up those content pieces which are doing well and maximize your conversions from them. Here are some of the key advantages of repurposing content:
  1. Achieve better search engine rankings
  2. Grow your audience
  3. Improve your Content Marketing productivity
  4. Get better ROI from your Content Marketing activities
Content Repurposing is the art of redoing a piece of content that works best for a specific channel and audience.
Let’s look at the different ways in which you can repurpose your content effectively:

Techniques for Repurposing Content

#1 Create videos from blog posts

Repurposing Content

Repurpose, remember

Converting blog posts to videos is a great way to create valuable content. You can make use of tools like Lumen 5 to easily convert your blog posts into videos. You can also use tools like Windows Movie Maker, or iMovie for Mac for creating slideshow videos from your Blog posts.  Here are three simple steps to convert slideshow videos from blog posts:
  1. Summarize your posts into key points
  2. Find relevant background images for each of the pointers
  3. Add these pointers to the background images using a free design app like Canva
  4. Your first image should be the headline of the post
  5. Don’t forget to add your logo to each of the images
  6. Put these images in your video creation tool to create a slideshow
  7. Add a free background music to your video

If you are using Lumen 5 then it will help you with some of the steps mentioned above. The tool automatically picks up pointers from your post and puts them in a slideshow. You can choose your own background images and music within the platform. Once your video is ready, you can post it on a video hosting platform like YouTube. Next, you should embed your video in the blog post from which you created it. You must also ensure that you are adding the video as a native video on platforms like Facebook and Twitter. It will help you to leverage the auto-play feature of these channels.

#2 Publish answers on Quora

Quora is a bustling community where people are looking for answers to their queries. It’s a great place to showcase your expertise and build valuable connections. The platform can even help you to generate qualified leads for your business. You can repurpose your blog content to answer relevant questions on Quora. You can use a summary of your blog post and post it as an answer. You should also add a link back to the original blog post in your Quora answer. This will help you to reach out to a new audience on Quora while getting qualified traffic to your website.

#3 Redo content for LinkedIn Pulse

LinkedIn is an awesome platform for B2B marketers. LinkedIn provides you with an option to publish content through LinkedIn Pulse. The platform gives you access to a large network of professionals who would be happy to engage with and share your posts.
You can re-write your existing articles and put them up on LinkedIn Pulse. Take a look at this example:
Repurposing Content

LinkedIn Pulse Example

Every time you post an article on LinkedIn Pulse, all those who are in your network will get a notification about it. You can also link back your Pulse article to your original piece.  It is also essential to add a call-to-action at the end of your Pulse post and get your readers to take a free trial of your services or subscribe to your newsletter. Medium is another cool blogging platform that’s similar to LinkedIn. You can benefit from republishing your blog posts on Medium as well.

#4 Visual content

Data visualizations and infographics are other useful formats to repurpose your existing content and make it more user-friendly. To create infographics out of your top performing blog posts, you need to first make a list of your top performing blog posts. Out of these blog posts, you need to select those posts that are data heavy. For each of these posts, pickup data-centric content, that is statistics and facts, and create an infographic using tools like Canva or Piktochart. You can post this as a new blog post using a different headline. Don’t forget to add a new introduction and conclusion to your infographic post. Your infographic will provide another version of the same blog post that’s fresh and visually appealing.

#5 Compile an ebook

eBooks are a great way to help your audience get a wide knowledge of a particular topic. They work as a very effective giveaway in lieu of an email address from your potential customer. You can plan on doing an ebook for your business by doing a series of blog posts on a particular topic. Once you have published these blog posts you can compile them into an eBook. Suppose you wanted to do an eBook called ‘Marketing Automation for Small Businesses’. You could easily plan on doing a series of 10 blog posts. Some of the topics of those blog posts could be:
  1. Basics of marketing automation for small businesses
  2. How to choose the right marketing automation tools?
  3. How to Integrate your website to Hubspot?
  4. How to create a user persona for your small business?
  5. Basics of email list segmentation.
This is one example and you can plan your ebook and blog posts according to your business niche and expertise.

#6 Create presentations

You can create interesting presentations from your blog posts and put them up on Slideshare. It is a cool platform to showcase your case studies and tutorials. Slideshare also provides you with the option to embed your presentations in your blog.

#7 Create a radio show through podcasting

A podcast helps your audience to consume your content anytime, anywhere. It’s like having your own radio channel that educates your target audience. You can use your existing content repository to start creating your own podcast. You can use podcast hosting sites like Soundcloud and Stitcher to help you host your podcast and get your audience to subscribe to it. Don’t forget to promote your podcast on your website and social media pages. Confused about how you can start a podcast? You can read this guide on how to start a successful podcast for your business.

#8 Email content

Sharing a blog post in an email to your potential customers is an amazing way to build a relationship with them. You can use the introduction of a blog post and convert it into content for your email newsletter. Add a link to the blog post asking your subscribers to click and read the complete post.

#9 Create online Courses

You can use your content repository to create online courses and webinars. This tactic can help you to grow your authority and create a community of those who want to learn from you. You can use online platforms like Open Learning,  Teachery and Skillshare to host your course material. Online courses can help you to earn an additional stream of income in case you decide to charge a fee. Even if your material is free, you can surely collect email addresses of those who access your material.

#10 Create a content hub

A resource library can be a very helpful place for your audience to refer whenever they are stuck. You can add free templates, tools and content upgrades over there. You can create separate web pages that are linked to this library. The content hub will help you improve search engine rankings while helping you to get more leads for your business.

#11 Repurpose blog graphics

While creating blog cover images for your blog posts, resize them for social media platforms like Facebook, Twitter, and Instagram.

#12 Use snippets on social media

You can pick up snippets or summarise existing content and publish on social media channels along with an eye catchy image or GIF. You would already have lots of case studies, quotes, and statistics in your content repository. You can use these content pieces to create short social media posts and provide snackable content to your fans and followers.

Not Doing Content Repurposing Yet? Start Now!

Repurposing content is like building up a story tree and then creating branches out of it so you can get more fruit from a single tree. You need to plan for your Content Repurposing activity while you are developing a Content Marketing Plan for your business. It will help you to know about the scale of your content marketing efforts from the very beginning. Ready to Repurpose Content for your business? Do share your strategy in the comments section below.

Are you looking to acquire in-depth Content Marketing skills and apply them to your business? You can enroll in our Certified Digital Marketing program.

Abhishek Talreja is curious about everything content and marketing. He loves to keep it short, simple and meaningful. He has been published on sites like MarketingProfs, SitePoint and SEMrush. He is the founder of Prolific Content Marketing.

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