One of the things we do as bloggers is to spend a lot of time creating content to share with others. I mean, a LOT of time. A good portion of your time as a blogger is spent devising new content.
So why should we just be content to let all that content fall by the wayside? We shouldn’t! Make that content you created work like the overstressed 9-to-5er you used to be. Oh, that was just me? Sorry, I digress.
Seriously, though, great content deserves more than a mere 15 minutes of fame. The problem, however, is that there is so much content coming at us on a daily basis that even great content often gets buried in the noise of “right now.”
But it doesn’t have to be that way. You can give your content a new lease on life when you find creative ways to repurpose it. When you repurpose your content, you’re creating an opportunity to connect with new users who might have overlooked or missed the same content in the past.
Let’s Share the Top Reasons to Repurpose Content
Expanding Your Reach. So we’ve talked a bit about this one previously. Let’s be honest. Everyone has their preference when it comes to content. Some of us like to watch videos while others prefer video while others may prefer audio or podcast format. So when you deliver your content in different formats, you’re essentially expanding your influence and reach.
To Get As Much Mileage As Possible Out of Your Efforts. Creating great content takes a LOT of planning and effort. So why not get as much mileage out of your efforts as possible? There are a number of factors that determine whether or not your content will reach the audience you intended. But sometimes, it’s hit or miss. Repurposing your content allows you to fill in the gaps. It’s a second chance to reach more of the audience you’re targeting.
To Remind Your Audience of Great Evergreen Content. Some stuff just never goes out of style. The same can be said of evergreen content. Some content is meant to be read and shared over and over again. Repurposing helps keep it at the forefront of your audience’s minds.
What Content Is Worth Repurposing?
Okay, so we’ve established that repurposing content is a good idea. Now, how do you decide what content on your blog or website is worth updating?
What’s Popular? Start with taking a look at your analytics and figuring out what content your visitors seem to love. Which posts are most popular on your blog?
What Does Your Audience Want to Learn? There’s no point investing lots of time and energy into something your audience doesn’t even want to know. Besides reviewing your most popular post on your blog, another good way to find out want your audience wants is checking out groups on social media or forums in your niche. Then check to see if you’ve already created related content that can be repurposed.
Evergreen or Needs an Update? Keep in mind that evergreen content always offers the best bet for repurposing, because it’s content that provides information and/or that is always valid. You don’t want to expend a lot of time and energy overhauling content that is trendy. Your efforts are best spent on content that is going to perform over the long haul – the evergreen stuff. With that being said, there’s nothing wrong with making updates to other popular (not necessarily evergreen) content that is still relevant for your audience.
Can You Make It Better? You want to give your content a facelift – that is, make it better than it was previously. Present it in a new, appealing way that gains you more followers and a bigger audience. So when deciding which content deserves to repurposing, choose content that makes you and your brand shine once it’s updated and serving its new purpose.
Can You Break It Down Further? A lot of us have those super-epic posts hiding on our sites that could be earning their keep better. This type of content is great for repurposing because it can be broken down in several different ways across many different venues reaching more people. And obviously, more people means more eyes on your brand along with a possible audience expansion.
8 Awesome Ways to Repurpose Your Content
Okay, so this part was hard. I mean, there are so many ways to give your content a makeover that it was difficult to choose just eight. But, I think I made it work…
So now that you’ve identified which content on your site would be best to repurpose, here are eight awesome ways you might consider repurposing it:
Social Media – Listen, social media isn’t going away any time soon. Turning your existing, popular content into new social media posts or “live” social media content could potentially open up more than a few new doors for you. Hopefully, you’re already sharing your current content via social media, but who says you can’t revive older content and posts that have performed well.
And to reiterate, go beyond just posting on social media, create “live” content and trainings that are valuable to your audience. Live video may seem intimidating in the beginning, but it gets easier. Plus, your audience gets to see that you’re a real person they can interact with.
Create a course – Remember, those epic posts we talked about? Who says you can’t expand them and create a course for your audience?
Video – To me, this one is a no-brainer. More content is consumed by video than by any other means. According to this post from Hubspot:
- When asked, respondents said that on average, they watch at least 1.5 hours of video content daily. And 15% of those who responded watch more than 3 hours of video each day.
- 72% of those responding would rather watch video than read text.
- 83% of those responding said that they would consider sharing content they enjoy with friends and associates.
That’s a LOT of people watching video! So go ahead, make your content work double-time by using it to create video.
Infographic – People love something they can scan quickly and learn from. Infographics are a great tool for achieving this mission. Take some of your best performing content, create an outline, and turn it into an attractive visual. To squeeze the most out of the process, be sure to hire a competent designer. Otherwise, it’s time and energy wasted.
Turn it into an ebook or blog post – I know we normally think of turning blog posts into ebooks, but it works in reverse as well. By all means, use your most popular content to create ebooks to sell or to giveaway for list building. But remember, you can use content from your ebook/s to create new content for your website as well. And if you’re selling your ebook/s, this new content just means more exposure for your product/s.
Create a series – Use one of your longer pieces of content to create an email series. For example, you could gather your best tips/info/tricks on a subject and create an email series that both old and new users would find valuable. Despite what some may say, email is still an excellent way to connect with your audience.
Webinar – A good webinar can help position you at the forefront of your niche. With a decent camera and a positive attitude, you can effectively repurpose your content into either an educational or promotional webinar. Make sure you have an outline and are using crisp visuals along with your best content.
TED talk or speech – Though I usually LOVE to read my content (in contrast to the majority of folks), I have found that I enjoy TED talks. Consider using older, evergreen content to relate to what’s happening now and create a TED talk (if you’re ambitious) or a speech to reach a specific audience. Don’t be afraid to start small. I recall one marketer saying that only 5 people attended her first talk/speech. But here’s the key… Her talk was so effective that she converted 3 of those 5 listeners into customers. Now, how’s that for results?!