There aren’t many better marketing-related feelings than seeing a piece of your content really take off; inspiring your audience and attracting fresh eyes to your brand, product or service.
What if I told you that the popular content you published weeks, months or even years ago could help you find that feeling again and again? It’s true, honestly. You just need to repurpose it!
Why should you repurpose your content?
The time it takes to repurpose existing content can be significantly less than starting from scratch. The chances are that you spent quite a few hours on that piece of popular content, and maybe the idea of doing that again any time soon seems unrealistic.
Think about all the research you did to decide if it was worth producing in the first place – that’s done! You know a lot of people found it valuable thanks to social media engagement, page visits or link clicks.
Keeping a set of repurposed content in your back pocket also provides great protection against the fear of not having anything to urgently post the next time your boss chucks a classic “we’ve been quiet on social media this month haven’t we?” at you, despite telling you to focus on email marketing.
SEO (Search Engine Optimisation)
A website loaded with multiple pieces of content covering a particular topic will have more opportunities to get a top spot on Google rankings for your desired keywords.
Appeal to different preferences
It doesn’t matter how well written your blog article is if a large portion of your potential audience doesn’t like to read long passages of text on a screen.
Think about how you can appeal to visual learners, auditory learners and even kinaesthetic learners, through repurposing your content.
11 ways you can repurpose your content
1. Convert your listicle into a series
If your content is a listicle article (like this) you could break it up into a series of individual articles that delve into further detail on each point you make.
For example, rather than stopping at 73 words to outline the benefits of listicles becoming a series, I could write more in a separate post titled ‘How To Convert Your Listicle Post Into A Series’ and provide detailed examples and a step-by-step guide.
2. Start a podcast covering the topics
The recent shift to remote working has subsequently increased the willingness of many to communicate via video call using Zoom, Skype, Google Hangouts, FaceTime and Microsoft Teams – so it’s the perfect time to start a podcast for your business, especially to talk about a subject you already know your audience is interested in (Thanks, popular content!)
Recording a podcast can be as simple or complicated as you want to make it, depending on the production quality you’re aiming for, but here’s how to record using Zoom:
Here’s one we made earlier for Fluid Branding. We split the conversation into topic-specific clips, as unless you’re famous, people will want to know what you’re talking about before they stop scrolling, click and listen:
In this weeks Fluid Conversation, our MD @mileslovegrove, expands on what it means to make your remote event that more meaningful. With several months left before events are set to return, it’s still the perfect way to engage with your audience. #WisdomWednesday 🧡 pic.twitter.com/GGAkibftou
— Fluid Branding (@fluidbranding) July 22, 2020
3. Build an infographic
Infographics are perfect for retelling the data-heavy elements of your original content in a way that’s easier to follow for those of us who struggle with numbers. They’re also good for just breaking up a story into major talking points.
4. Refresh and republish old posts
Even your most evergreen content may refer to data, trends or predictions that haven’t aged well. Refreshing your old posts to keep them relevant and useful, as well as popular.
Republishing an article after making more than a few tweaks? Add notes to let people know about the origins of the piece and what’s changed.
5. Create a set of snippets for social media
The 11 tips I’m offering in this post could each become their own snippet for social media and act as alternative ways of promoting the same content.
For example, this could be the main social media update:
Got a piece of champion content? 🏆 Keep it on the podium with Jean-Pierre’s tips: [LINK]
A snippet update could look like this:
How to transform your popular content into a set of social media snippets: [LINK] + 10 other tips💡
6. Plan an email campaign
The most successful marketing emails are to the point and offer value on a specific topic. You can use your newly written snippets to take advantage of this when planning your next email campaign.
This article could form the basis of an 11 week campaign, with subject lines like ‘Start your own podcast using content you’ve already written’ and ‘How to turn your best blog posts into quizzes’
7. Create a presentation
Repurposing your content into a presentation is a great way to provide your audience with a snapshot of key takeaways, statistics and quotes.
LinkedIn allows you to post multi-page PDF documents. This offers your followers a more interactive experience as they scroll through a concise version of your original work without needing to leave the platform.
Uploading rich media like PDFs to LinkedIn and not linking away will also earn you preferential treatment from the platform’s timeline algorithm, boosting the potential reach of your content.
8. Produce videos
54% of consumers want to see more video content from a brand or business they support (HubSpot) and videos are the top type of content to users want to see from a brand on social media (Animoto), so give your followers what they want!
You already know they like your popular content piece, so it’s time to repurpose it into a video, or even a series. There are loads of options; from animations to interviews and presenter-led clips to simple text on-screen slideshows.
It’s never been more important to remain diligent with your data. Delt Shared Services are committed to keeping our customers safe from impersonators or scammers.
Avoid being scammed with these five pointers: pic.twitter.com/ct8pN47MJr
— Delt Shared Services (@DeltServices) June 9, 2020
9. Host a webinar
If your popular content is helpful and works when repurposed into a presentation, it could act as a webinar topic.
As I mentioned earlier when talking about podcasts, now is the perfect time to host a webinar and generate new business leads in the form of signups. If people sign up to hear you talk about a subject, they’ll likely be willing to have a conversation about how your business can help them further.
10. Make a quiz
Built for e-learning, interactive presentations, training and events – apps like Kahoot offer an opportunity to turn your content into interactive quizzes. You could run one at the start of your webinar, event or internal training session to test your audience’s knowledge on the subject. Here’s one for you:
According to HubSpot, what percentage of consumers want to see more video content from brands they support?
11. Interview an influential figure
This one builds on the podcast and video idea, but with the added ingredient of an influential figure from your industry.
Interview them about the topics covered in your content for new insights from a respected individual, increased reach as you tap into their audience, and in all likelihood, a whole new piece of champion content to repurpose into an article, social media snippets and email campaign!