If your business has any presence online, you know by now you should be creating content on a regular basis.
Here’s a trick: Once you have one piece of content, you actually have several pieces of content.
To accomplish this, all you need to do is repurpose the original piece.
What does this mean? Well here are some ideas for you on how you can repurpose your content:
- Use excerpts from a blog post for a video
- Take snippets from your blog and create social graphics
- Create a SlideShare from your blog content
- Record a podcast from your blog content
- Turn an infographic into a video
- Use sections of your infographic for social graphics
- Make a SlideShare from your infographic content
- Use video content as a SlideShare
You can see there are a lot of options here.
Why Should You Repurpose Content?
Repurposing content benefits your brand in a few ways. Let’s look at some of these benefits:
Content builds your brand. The more content you have in more places, the more likely you are to get in front of your target audience.
The more they see you, the more trust you build with them and you become an authority in their eyes.
Plus you’ll be top of mind when it’s time for them to purchase products or services you offer.
Quality content in multiple places is a signal to the search engines that your brand has a lot to offer.
You can upload your infographics to graphic sharing sites and upload videos to video sharing sites and upload your slideshares to LinkedIn’s Slideshare.net
By posting your content in multiple places, you are giving your audience multiple opportunities to find your content.
As an added bonus, when you repurpose content in a format that gets posted to another site, you have an opportunity to link back to your website.
These backlinks can contribute to boosting your website’s rankings in the search results.
Another way that you benefit from repurposing content is that not everyone consumes media in the same way.
While some people may love to read long form content, other people just want to watch a video or listen to a podcast.
Offering your content in several different mediums means that you can cast a wider net and pull in a bigger audience.
You will see better results if you are willing to meet your potential customers where they are looking, instead of expecting them to engage with a form of media that they don’t care about.
Repurposing content lets you keep your site and your social profiles up-to-date and informative.
How to Repurpose Content
There are several combinations that you can try when repurposing content.
I listed some of them at the beginning of this post, but the possibilities are seemingly endless.
Keep in mind that some pieces of content may not translate well into a new media format.
For example, a video tour of your facility just isn’t going to work if you repurpose it into a podcast.
That content is going to need to remain in a highly-visual format.
Here are some things to think about as you get ready to repurpose your content:
- Can this content be split into smaller pieces?
- Does this content require a visual component?
- Does this content require an audio component?
- What kinds of content does your audience respond to? (you can test this over time)
- Is this content only relevant for a short period of time or is it evergreen?
- Are there older pieces of content that you can repurpose?
- How many ways can this content be repurposed?
For example, off the top of my head, this post can be repurposed five different ways and that’s just the beginning.
What Kind of Content can You Create?
It’s time to think beyond the blog. As lovers of video, we love seeing good content repurposed into video.
In most cases, you can reframe a blog post into a video script or even into a video series if there’s enough content available.
Smaller graphics can get put together in slide show videos.
You can also turn an infographic into a video like the one we’ve done here for Venngage.
We took the infographic from this blog post, We Looked At 137,052 Tweets & Found Out Hashtags Are Worthless
If you’ve got a narrated video that doesn’t rely on visuals, then you’ve also got a short podcast or sound bite once you separate the audio.
These ideas can also work in reverse. If you already have a video in place, you can take the script of that video and turn it into a blog post.
You can also section out screenshots and use those images as individual graphics, as a SlideShare, or even an infographic.
Here’s a straightforward list of the options you have when it comes to repurposing content:
• Blog post
• Infographic
• Video
• Series of social graphics
• Podcast
• SlideShare
• Pinterest board
• Webinar
• White paper
• Email series
• And more!
Depending on what kind of content you have written, you can take one piece and repurpose it into several different mediums! Keep that in mind as you are preparing to write future content.
Repurposing is a powerful marketing strategy and it also saves you a huge chunk of time when trying to push out content on a regular schedule.
Take a look at what’s sitting on your site currently.
Which posts and pages have hidden potential that you’ve been missing out on?
Get to repurposing and then share your new pieces with us!
If you need help repurposing your content into video, contact us today.
