Consider all the trouble that goes into creating one piece of long-form content material—whether or not it’s textual content, audio, or video. Forming a method, executing on subjects, interviewing specialists, making rounds of edits, selling on social media, and many others. Given all of the folks, sweat, and occasional tears concerned, how will you get probably the most out of your nice content material?
Enter: Content material repurposing.
Repurposing content material means repackaging one asset into a number of codecs. If you happen to’re on the lookout for concepts on methods to repurpose content material and get each ounce of worth from it, we have now a couple of ideas for you.
For instance, you may write one weblog publish and summarize the crucial components for a Twitter thread. Or you may edit the identical weblog into an infographic or share pull quotes from the piece on social media. All these iterations fall underneath content material repurposing. The advantages are easy and many:
- Save time on content material creation
- Increase the life of 1 piece of content material past one channel
- Squeeze all of the juice out of the content material you understand is performing properly
- Cater to the wants of various purchaser personas
- Create, publish, and promote content material persistently
The issue? Content material repurposing isn’t so simple as copy-and-pasting your weblog’s highlights to your social media. You don’t need your viewers to really feel like your content material is repetitive throughout all channels.
When must you repurpose content material?
Right here’s the factor: Regardless of all the benefits to content material repurposing, not each piece may be recycled and reused.
“Every asset ought to serve a singular aim, viewers, channel—or else all you’re doing is creating numerous noise with out numerous worth,” says Natalia Dinsmore, Senior Content material Marketer at Stability.
So, when must you repurpose content material to empty each drop out of your high-quality content material?
1. Repurpose when your targets for the piece have modified
Begin with answering, “Why do I wish to repurpose this content material?” (Trace: “As a result of each advertising guru says so” is just not all the time the suitable reply.)
Perhaps you’ve got a weblog publish written to herald subscribers to your firm’s e-newsletter. However you would possibly have the ability to use the identical content material to nudge folks to enroll in your on-line course. Repurposing is the suitable selection right here as a result of your targets for a similar piece of content material have modified.
2. Repurpose when the info says so
Overview your analytics to see which posts are performing properly. Just a few questions to contemplate asking:
- Does Google Analytics let you know there’s a handful of fantastic weblog posts driving most visitors to your website?
- Is there a YouTube video that garnered hundreds of natural views?
- Did one in all your whitepapers go viral—backlinked by many notable web sites?
- Which podcast episodes have probably the most downloads?
Repurpose high-performing content material to squeeze each little bit of juice out of your efforts and attain new audiences by means of various mediums. Take into consideration how one can repackage these items to offer a recent expertise.
However there’s a caveat: You don’t wish to goal content material that obtained many shares just because the subject was trending. They could or might not be related at the moment.
3. Repurpose when the content material is evergreen
Concentrate on repurposing content material that might be helpful for months (if not years). For instance, an academic video about methods to interview your prospects could be helpful in the long run.
However, keep away from repurposing content material that has a brief life.
If you happen to publish a weblog publish a couple of scorching subject within the information, as an example, will probably be previous as early as tomorrow. It would get you a lot hits at the moment, however repurposing it to a wonderful LinkedIn publish per week later won’t get you a similar outcomes in the event you had posted about it in real-time.
Observe: A caveat to that is for brief shelf-life content material that you just can make evergreen. Do you’ve got content material associated to the pandemic that also has worth and function at the moment? If that’s the case, give it a fast edit to reframe the content material for an extended shelf life.
However, if the content material is an academic piece (like a how-to publish), add it to your repurposing guidelines. It’s essential to maintain a repurposing and distribution technique round each long-form piece your model creates earlier than you start execution.
Easy methods to repurpose weblog content material
Weblog posts—whether or not 500 phrases or 5,000 phrases—may be repurposed into varied codecs.
1. Weblog posts to video content material
Natural video content material is among the prime media channels in 2022, in keeping with HubSpot’s newest The State of Media & Content material Planning report.
Ross Simonds, a digital advertising strategist and entrepreneur, repurposed his LinkedIn weblog right into a YouTube video that has over 14K views.
YouTube stays one of the extensively used platforms for video advertising. But when your organization is cautious of getting a YouTube channel, embed Loom movies in your web site to indicate your product in motion, add video content material to your social media feed, or share snippets of movies in your newsletters.
2. Weblog posts into social media content material
Wrote an in-depth listicle or did a deep dive right into a how-to publish? Repurpose it into an attention-grabbing Twitter or Reddit thread, LinkedIn publish, or Instagram carousel.
Spotlight the primary sections, add sufficient context, and redirect readers to your weblog in the event that they wish to learn extra. In case your weblog publish is completely exhaustive, you may even make a number of social media posts protecting every pointer intimately.
3. Weblog posts into eBooks
This one is a hat tip to Levi Olmstead, Senior Content material Advertising and marketing Supervisor at Whatfix. The concept is easy:
“As soon as we have now a wealth of content material on one topic—i.e., a number of articles protecting completely different elements of a big subject—we pull that weblog content material out and repurpose it into giant, ‘final information’ ebooks.”
Whatfix printed three articles on studying and growth—L&D technique, L&D challenges, L&D tendencies—after which mixed them into an L&D book.
Once more, don’t merely copy-paste your weblog posts and ship a fairly PDF to your prospects.
You need to kind a coherent construction to your book and edit it to circulate easily from one chapter to the following. It’s additionally necessary to change your design—ebooks current the chance to border your weblog content material differently by highlighting stats, including extra photographs, and visible knowledge. You may even add extra analysis or skilled interviews to your book and create gated content material.
4. Weblog publish to visitor publish
If one in all your long-form items is gaining large traction, double down by repurposing it for one more web site that correlates along with your area of interest.
For instance, Semrush repackaged its social media guidelines weblog publish into an infographic and printed it on Social Media At the moment.
Repackage your long-form content material into a distinct format (like Semrush), broaden on the subject, or just repost.
You construct worthwhile backlinks (enhancing search engine optimisation) together with getting extra mileage out of your content material. The perfect half? Now you can share the brand new format of your previous weblog publish on social media as properly—completely squeezing the juice out of a single publish.
Easy methods to repurpose whitepapers, ebooks, and different long-form content material
Lengthy-form content material like whitepapers and ebooks are your organization’s biggest advertising property—made with labor, time, and a ton of effort. There are many methods you may repurpose it, however listed here are the highest 4:
1. Lengthy-form content material to weblog publish
Just like how one can mix related weblog posts into an book, you may spotlight the primary findings out of your analysis report right into a weblog publish.
Influencer Advertising and marketing Hub follows this technique yearly after they launch their benchmark report.
Wish to take it up a notch? Create a weblog sequence on the primary outcomes—diving deep into every subtopic of the whitepaper or book.
2. Lengthy-form content material to social media posts
Whitepapers and ebooks are stuffed with data-driven or expert-backed insights that make for shareable social media quotes.
See how HubSpot shares insights from their analysis report [now updated for 2022] in an Instagram publish.
3. Lengthy-form content material to video
Share the important thing outcomes of your whitepaper or book in a video format. Focus on each knowledge level in-depth or share snippets of specialists you’ve interviewed.
For instance, Biteable created a YouTube video to summarize their survey findings.
4. Lengthy-form content material to e mail campaigns
Wish to nurture your e mail listing? Give your e mail subscribers unique snippets of your long-form content material.
Oliver Burkeman shared an excerpt of his e book, 4 Thousand Weeks, to focus on the pre-order provide to his e-newsletter subscribers.
It’s also possible to flip your whitepapers into an e mail course or e mail sequence—forming drip campaigns that robotically ship every chapter or perception over a set variety of days.
Easy methods to repurpose audio content material
Whereas not everybody prefers to hearken to audio content material, like a podcast, a rising variety of U.S. customers are selecting to tune in. In response to a latest research by The Infinite Dial, over 209 million folks hearken to on-line audio content material each month.
Repurposing your audio content material—whether or not it’s a podcast, an interview, or the rest—is a straightforward option to attain the non-listeners with out going by means of the trouble of manufacturing new content material for them.
1. Audio content material to weblog
While you convert your podcasts into weblog posts, you not solely get search engine optimisation advantages but additionally present further worth to sponsors by one other conversion-link-tracking alternative.
However it’s worthwhile to do greater than merely transcribing your podcast or writing present notes. Spotlight the important thing takeaways, manage the content material into completely different sections, and erase something irrelevant.
For instance, see how Freelance Writing Coach podcast creators flip every of their episodes into digestible weblog posts:
Not solely can Contently enable you to create the podcast within the first place, we may also help you change that podcast right into a weblog publish or weblog sequence.
2. Audio content material to social media clips
Creating an animated video clip out of your podcast is among the best methods to repurpose podcast content material for social media.
Terry O’ Rilley, host of the Beneath The Affect podcast, frequently shares snippets of his podcasts on his Twitter deal with.
The perfect half? You may create these shareable clips in minutes utilizing Audiogram.
One podcast episode could be a goldmine of social media content material creation when achieved proper. Justin Simon, Senior Content material Advertising and marketing Supervisor at Metadata, obtained three weeks of content material out of 1 podcast episode in a couple of hours.
Easy methods to repurpose video content material
Lengthy-form video content material is yet one more goldmine that may preserve your content material engine from drying out. In case your model hosts webinars, publishes YouTube movies, or produces another type of video content material, right here’s how one can repurpose it.
1. Video to weblog publish
I turned a webinar by Dennis Shiao right into a weblog publish by organizing the content material into completely different sub-sections, including extra context the place related, and highlighting the important thing nuggets.
Whether or not it’s an skilled interview, a video podcast, or a social media dwell Q&A—you may flip the lengthy video right into a weblog publish.
2. Video to snackable social media clips
Quick movies have boomed since TikTok. Seventy-three % of customers say they’d desire to look at a brief video to find out about a services or products, in keeping with a research by Wyzowl.
And entrepreneurs are beginning to take discover. HubSpot’s 2022 Advertising and marketing Business Tendencies Report discovered 31 % of entrepreneurs are leveraging short-form video content material in 2022.
The simplest option to create extra short-form video content material? Trimming your long-form movies to snackable clips.
For instance, Deian Isac, Buyer Success Supervisor at Service Supplier Professional, repurposed his YouTube video into brief LinkedIn snippets.
Use companies like Milk Video to create these video snippets within the blink of an eye fixed.
You don’t should preserve reinventing the wheel
Making a single piece of high-quality content material requires a ton of effort and generally some huge cash. However repurposing means that you can work smarter and never more durable by making sensible use of a single funding.
“Good repurposing is taking the core of [a piece] content material—the angle that makes it attention-grabbing—and making channel-specific variations of it,” says Benyamin Elias, Director of Development Advertising and marketing at Podia. By making use of the repurposing strategies highlighted on this article, you may attain new audiences and develop your on-line presence with out creating something new. The perfect half? You additionally save on the money and time required to create a recent piece. Win-win.
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