Content repurposing is the concept of a different content type from an existing one.
Types of content
Articles and blog posts are the most common content type. It is arguably the easiest to make compared to others – you can type in the words to communicate your ideas.
For this reason, most of the repurposed content are based from blog posts and articles.
For this example, Thank You for Selling posted “50 Best Salespeople of All Time” on their blog.
There are instances when people can use articles as repurposed content. You can turn webinars and video chats into blog posts.
An example of this is “How to Manage Your Reputation Using #MyBlogU” by MyBlogU. The site uses tweets from their weekly Twitter chats as part of the content.
Tools to use:
- CoSchedule Headline Analyzer – Write emotionally charged or intelligent headlines to compel users to read your posts.
- Grammarly – Write articles that are grammatically correct and error-free using this tool.
- Articles & Blog Posts from Fiverr – Find affordable writers who can do the content for you so you can focus on other things.
Images, slides, and videos
Unlike words, visual content are much easier for the brain to process.
This is advantageous to social media, where images and infographics help optimize your social media posts.
Thank You for Selling turned their blog post into an infographic.
One thing that you’d notice in the infographic is that it is not an exact replica of the original post. It only takes important parts from the article and leaves out the other details.
At the bottom of the article is a link to the original article.
As an aspect of content repurposing, you want to attribute to your original post from the infographic so users can find more information there. The image in this example, therefore, is just a complementary content to the original post.
The post is also repurposed to a slide. This time, the topic is about inspirational quotes from salespeople.
Tools to Use:
- Visme – Create infographics, slide decks, and another visual content using this awesome tool.
- Canva – Design stunning images from the ground up using its easy drag and drop feature. Also use pre-existing templates to create images on the go.
- Picmonkey – Edit existing images by adding filters, text, and more.
Turn blog posts into audio files or podcasts. Upload them to audio hosting sites. Users can download your audio content from these sites.
The great thing about audio files is that people can listen to them while doing something else. Instead of listening to music while riding off to work and back home, they can listen to your podcast or audio file.
Examples of repurposed content in audio format are the Jim and Ann Show podcasts from the Internet Marketing Ninjas account hosted at Soundcloud. It is the audio file of their video podcasts found in their Youtube channel.
This video was turned into an audio file and hosted at Soundcloud.
Tools to use:
- Audacity – Free and powerful audio recorder and editor to create audio content. Awesome tool to help you get acquainted with creating this content type.
- Music Alley – Find copyright-free music that you can include in your podcast.
- Freesound.org – Just like Music Alley, but for effects.
This content type is arguably the most difficult to create. But the rewards are great and the investment will be all worth it.
According to this infographic created by HighQ…69% of marketers, sales, and business professionals have used video marketing and another 31% are planning to.
The Jim and Ann Show repurposes content in a strategic manner.
Aside from turning their videos into podcasts, the basis of all their Youtube video is from articles published in their site.
Tools to use:
- Google Hangouts – Freemium tool that lets you conduct webinars or video chats like a breeze.
- Powtoon – Turn your content into animated videos complete with choices of stock characters and images. This tool is a great way to communicate your message in a striking manner.
- ClickWebinar – Take your webinar experience to the next level! Features included branded rooms, moderated Q&A session, and multiple language support.
Why repurpose your content?
One of the many advantages of content repurposing is its ability to amplify your content.
An example of this situation is seen from two posts published by Digital Marketing Philippines.
The site published “12 Reasons Why You Should Implement A Visual Content Marketing Campaign?” As of writing, the post has accumulated 187 shares.
The site repurposed the article into an infographic and featured it in an article “12 Reasons to Implement A Visual Content Marketing Campaign (Infographic).”
As of writing, the post has accumulated 360 shares, which is almost double the original!
By creating different content types based on the original, you increase the chances of you great content to be found.
Now that we have established the different types of content you can do, it’s time to come up with a strategy to maximize the reach of your repurposed content.
Using repurposed content as companions to original post
I broached on this subject earlier. But Shobha Ponnappa will help elaborate what content repurposing as complementary pieces really mean.
I have for some time now been doing repurposing of content in my posts by creating:
a. Slide Decks for Slideshare
b. Infographics (which I again share via Slideshare) and
c. Youtube 1 minute videos.
But I do not directly repurpose the same content as in my original post. Instead I repurpose to create “companion pieces” to my original post.
For example, if my original post is about “How to create mobile responsive websites”, the SlideDeck will be on “Top ten examples of Mobile-Responsive Sites”, the Infographic will be about “Top 8 tools to Use to Test Mobile Responsive Sites” and the 1-minute video on Youtube will be about “Three key statistics about mobile-responsive site usage experience of users”.
The reasons for doing this type of repurposing is that this has proved very powerful on helping my Google rankings.
1. I can embed the slideshare, infographic and video under my original post so that I have a long, media-rich “blended post” which Google seems to love and rank well. Since the content in the companion pieces will not be a replication of the post content, but extra information helping to enrich the original post, it works very well.
2. In one stroke I am able to use 4 different keywords around the same topic (one for the original post and three for the companions). All four keywords are centred on the same topic but explore different angles … which again helps rank better on Google. The logic here is that if I just replicate content on repurposed items the same keyword used in my post will also be the dominant one in the repurposed items … so my own repurposed items and original post will probably compete with each other on the same keyword.
3. In the companion pieces I provide links to the original post, so if people see these on Slideshare or Youtube and not on my site, they can still get directed to my website to read the original post.
4. I am able to make four different sets of social postings sharing the original post and the three companion pieces on all the social channels, so I get more bang for the buck from social traffic.
5. I have found from my research that different people prefer information in different formats. Some like to read, some like to watch video, some like short bursts of information on infographics or slides etc. So I get to cater to all types of audiences with different types of attention spans.
6. For all these four items I do the research at the same time … so I usually have everything I need to do all this in one day i.e. to publish the post and its companions as one job lot.
It is still early for me to assess ROI, but the workload is definitely easy to create (since I have templated the Slide Deck, Infographics and Youtube video frameworks) and I also promote them all quickly and for five or six repeat exposures using Buffer’s PowerSharing module.
The traffic generation (organic) has benefited a lot, both from social channels and from Google. I’d say Google traffic has increased by as much as x6 times. Social traffic has increased by nearly x12 times. – Shobha Ponnappa
Rewrite old content
Years ago, I was really into article marketing. It was a great way to get traffic to my site and build links, so I focused on it quite a bit. Now, it doesn’t work so well, and I didn’t want to let all the hard work go to waste. So, I took all my articles from over the years, copied them into drafts on my blogs, and deleted them from the article sites. After a few months, I started rewriting them and putting them up on my blogs. It wasn’t hard to add, delete or change the content because I had years of extra knowledge and writing skills to create unique articles. Those have done quite well for me in the search engines, and they didn’t take a lot of time to recreate!
I have put a few of my articles in slides and videos. However, I’ve noticed that other people have also put a few of my deceased blog’s articles into their own videos on YouTube and claimed that it was their information. I saw some boost to my sites from my efforts; but, I’ve seen some of the YouTuber’s get thousands of views thanks to repurposing my content. It’s probably a repurposing strategy I should focus on more! – Kari, Be Happy Tips
When it comes to repurposing content, you want to do more than just put it in a different format – you want to transform it into something new. So, for example, you can certainly take your webinar and publish a transcript. There is value in that – for example, you get SEO value from the searchable transcript that you don’t get from the video file. But it’s the same content that’s been recycled and someone who finds both pieces will recognize that. Instead – or in addition – think about mining the Q&A portion of the webinar and using that information to create a blog post, tip sheet or other piece of content.
The trick to repurposing content in a transformative way is to shift your perspective. Content recycling is really just about format. But if you treat existing content as background material, it enables you to create something new and fresh. It takes a little more time than simply reformatting it, but in the end your overall portfolio of content will be that much more valuable. – Jennifer Scheer, Don’t Recycle Your Content – Upcycle It!
Creating videos via Google+ Hangouts
I see that repurposing gives any content creator a greater ability to cater to the needs of their audiences. My favorite method is to create videos via Google Hangouts. These are then repurposed into YouTube videos, which I can optimize for my targeted keywords. I can further repurpose this video by having it transcribed by Rev.com and then turning that into a blog post. – Edwin Dearborn, Power Branding Secrets
Content repurposing and refreshing is a great internet marketing tactic. I use it all the time and it always works!
Here are a couple of examples:
1. In our Russian blog we have a post called Free Website Promotion: 65 Steps to Conquer the Top of Search Engine Ranking. This is the original post. And this is the English translation so that you could understand the meaning. This article had a great sucess after publishing. One year later I promoted it again. Here are the results. The big traffic explosion.
2. The next example – The Complete Step by Step Guide to Facebook Page Promotion. Here is the link to the Russian post. And here is the translation. After two months after publishing it was promoted one more time. Here is what it gave. Very good traffic growth. – Jane Kryukova, TexTerra
While it’s common to recycle the actual copy to place into several different content types, I’ve found another valuable form of recycling: the design. Custom design is expensive. So whenever I get the files for a project (let’s say an infographic), I try to find other ways to incorporate that design into other content pieces. Here’s one example below:
Two different topics but we were able to recycle a lot of the vegetable pngs we had cropped from the first project to use in the SlideShare and we plant o use them again in future pieces. We also used the same background and typography of the first graphic for the SlideShare.
While it’s great to recycle copy into different format, don’t neglect the opportunity to recycle the design to save you time on future projects. – Alicia Lawrence, MarCom Land
There is so much that you can do with your content to increase its reach.
Based on the tips and strategies shared above, repurposing content is a great way to proliferate your content to different channels.
By turning your blog post into a video, audio, or image, you make it easier for your audience to find your content.
Doing this allows you to turn them into avid visitors of your site or blog!
Of course, the strategies listed above are just some of the many techniques marketers apply when repurposing content.
If the strategies above failed to mention the effective content repurposing techniques you are doing, be kind enough to share them with our readers below.