10 Easy Ways to Repurpose Your Content

Jun 22, 2020
 

How do you interact with your audience? Is it by video? Email? Blogs, social media or podcasts?

 

Here's the bigger question, are you consistent about it?

 

One of they key factors in achieving lasting results is consistency. By consistently delivering value to your audience, you build a relationship, establish yourself as an expert and move the needle forward on the know, like and trust factor that converts your audience into clients. It's up to you what content to provide, but it would be ideal if it could go out on a weekly basis.  Are you putting out consistent weekly content? If not, we need to talk my friend. If you are, you get a gold star!

 

Now here's the thing, when you put a huge amount of effort into creating a piece of content, you feel very proud of it and want to share it with the world. But quality and pride aren’t all that’s required for success. There are all kinds of unseen factors that affect how well a content piece performs, and sometimes lady luck is on her lunch break. That’s why it really pays off to use your one piece of content and repurpose it on various platforms.

 

Benefits of repurposing content

 

There are three big benefits to repurposing your content:

  1. Reach a New Audience Repurposing content ensures that users who missed your amazing blog post have a chance to see it in another format. Different people like to consume things differently. For example, some users prefer visual infographics over text statistics, while some choose podcasts over eBooks. Not only does reformatting your content for different mediums means appealing to more audiences and extending your reach, but it also allows you to meet them where they are.
  2. Gain extra authority Publishing quality content in a variety of places on a single topic can help raise your profile in your industry and teach others to regard you as an expert.  
  3. Save TIME Since time is such a precious resource, maybe the biggest benefit of repurposing content is the time it can save you in the creation process.

 

Below, I’ve listed 10 different ways to repurpose your content. One really important thing to remember as you do this, is to always try to add value to the original to make it fresh and appealing to a new audience. I will also say that I am writing this from the perspective of starting with a blog.  If you don’t write a weekly blog, don’t worry. The original content doesn’t have to be a blog post, put it should be based on the regular content you put out. So if you are doing a weekly video, Facebook live or podcast, you still have to write a script or outline. That will be your starting point.

 

10 Easy Steps to Repurpose Your Content

 

1. It Begins with the written word

 

The first step is to write a blog post (or script or outline). This is really important for a few key reasons. Firstly, you’ll have all of the research you need in one place. This will help you create the rest of your content without having to go back to find more information. Secondly, having it all written out gives you a swipe file to cut and paste as you adapt your piece to different formats and mediums.

 

2. Create a Video

 

Your blog can be turned into an outline or script for a video to be used on YouTube, Facebook, or IGTV.  If you are not beginning with the video format, this is the best first repurposing step for the most impact as video drives an 11% higher conversion rate than static posts and is a great way to reach new audiences. If you are starting with video, transcribe it and turn it into a blog post. From this point on you have a blog and a video and the rest of my suggestions are based on these two main elements.

 

When using your blog post to create a video, there are three key points to keep in mind:

  1. Use the subheadings of the blog as your main talking points and write down the key things you need to cover within each section
  2. Don’t just read out your blog post, use your main talking points to engage with your audience – try to make eye contact (look at the lens)
  3. If you’re not yet comfortable on camera, jot down some bullet points and do a few practice runs to work out the kinks. (For my 6 Top Tips to Look Great on Camera, click here)
  4. Embed your video into the original blog post. While this may seem redundant, this action could help you reduce the page’s bounce rate, as people tend to spend more time on pages with video than those without.

 

BONUS:  How to Share Your Video Across Social Media

 

This one is really important - make sure you upload videos to each platform rather than sharing them via external links.

 

The various algorithms that power Instagram, YouTube, LinkedIn, and Facebook show a preference for native uploads (uploading directly). That means that relying on the use of links could be limiting your reach. For Facebook, upload to your video library so that it can appear both in the main feed and on Facebook Watch. For Instagram, keep in mind that IGTV videos have a 10-minute limit, unless you have over 10k followers, in which case, you have an hour.

 

3. Attract Audiences with Downloadable Lead Magnets

 

Consider turning blog posts into useful one-pagers like checklists or worksheets to bring new leads into the funnel. If you turn your blogs into lead magnets (also known as freebies and opt-ins) where you ask for an email in exchange for your free guide, you can build your list organically while repurposing the same content. You can promote the freebie in your blog, OR you can promote the Freebie alone and have the CTA (call to action) be to your blog. For an example on how this is done check out my vlog, 7 Top Tips to Make Gratitude Part of Daily Life and see how the lead magnet appears at the bottom and ties into the content without repeating it - always try to add more value!

 

4. Create Visuals for Social Media

 

Write down the key takeaways from your blog and put it on social media as posts with graphics. You can probably find up to 5 really juicy quotes to use. To make it really engaging, use Canva to turn them into beautiful visuals. (For ideas about how to use Canva, check out my vlog here).

 

5. Create Short Lives for Facebook and Instagram

 

Take the same key takeaways and quotes that you used to make the graphic posts and turn them into two-minute lives. You don’t have to talk for long, but if you can share your tip and provide a call to action at the end, you’re on to a winner. Facebook and Instagram love lives and push them out organically much more so than any other posts so you increase your chances for new eyes to see your stuff. For your CTA, either direct them to your FREE lead magnet or to view your blog.

 

6. Post Polls & Surveys

 

This strategy is mostly for Instagram and works particularly well in stories, but it can also be adapted to Facebook. Using Instagram’s polling feature, you can ask specific questions that relate to the original blog topic and link back to your post.  This is an incredibly simple strategy for driving engagement and learning more about your audience. An additional benefit of this tool is that if you run a few of these polls, you’ll have some new material for a data-driven post or mini-case study.

 

7. Create a Weekly Newsletter

 

The weekly (or monthly) email used to be called a newsletter, but now refers to an email that is just a way to stay connected with your audience and provide them with useful weekly content. This email is a great place to promote and send your list to your blog or video. Going through your original blog, you can craft the newsletter either using a bullet-point summary of what’s included in the main post or you might recap with some follow up thoughts.

 

8. Engage in Social Blogging

 

Post shorter versions of your blog on channels like Reddit, Quora, or Medium to reach a different set of eyeballs. While you probably shouldn’t copy and paste your exact blog on to different platforms, you can use the original content as your guide.

 

9. Create a Presentation 

 

Interesting statistics, meaningful quotes, and actionable advice can make for engaging slides. You can then turn those slides into a presentation that offers an easy-to-read recap of your original content. Sharing these slides to a social site like SlideShare can provide additional opportunities for engagement. My go to Canva, is a great place to create your slides as they have awesome templates for everything.  Once the slides are built, you can create the presentation or slidedeck using a tool like PowerPoint or Google Drive.

 

10. Build an infographic

 

A step beyond the slidedeck is the infographic, a complete summary of the content of your post in a visual outline. Infographics are a super way to relate data or to break up an article into just the major talking points. This option is one that most people don't do so it could help you stand out, especially on the more visual platforms like Instagram and Pinterest.  Programs like Piktochart can help you create some great ones! 

 

Bonus Tip: Work Key Themes Into Interviews with Customers or Experts

 

You can use your blog post bullets to create interview questions for experts or customers.  What’s great about this approach is that you’ll get a fresh take on the concepts you’ve covered in your blog.  With customers, you can generate social proof and discuss solutions to problems.  This social proof, in turn, can be turned into more blog posts! Experts can help you draw a crowd and offer high-level insights other “insiders” can appreciate.

 

Recap

 

Repurposing content can be a huge time saver for content creators, whether you’re already an authority in your space and looking to reach new audiences in new ways or you’re just getting started.

 

Repurposing your content: 

  • Is a great way to scale your marketing efforts without having to come up with a new idea for every piece of content you create
  • Leads to improvements in SEO and reach
  • Allows you to refresh and remix the same core concepts so that you can connect with your audiences on the platforms they prefer, while maintaining seamless consistency across every touchpoint 

 

Here's a thought: you may even find value in thinking ahead to your repurposing options before you start a new blog post or article. As long as you focus on adding value to the original content, your blog can lead to dozens of pieces of new content. 

 

How does repurposed content fit into your marketing plan? What ways have you found to be easiest or most effective to reuse content? I’d love to hear your advice and what you’ve experienced so please share below or in my Facebook group, Female Entrepreneurs Craving Time and Financial Freedom.

 

Committed to your success,

 

Marina x

 

Want to know more about getting your POWER back? 

I want you to know that Transformation is possible. Progress is possible. I’ve implemented these steps in my own life and coached my clients through the process

 

Maybe now really is your time to make a change? Maybe this is that moment for you. If so, then I would like to invite you to book a FREE Kickstart Your Power Session, where we get on a call for 60 minutes and identify what obstacles are stopping you from reaching your goals and work out a plan for overcoming them.

 

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