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Repurposing content material is an effective way to maximise the worth you get out of the ebooks, weblog posts, webinars and podcasts you create.
Making a advertising and marketing plan lays the inspiration in your progress, however constantly producing content material and telling your story is the way you really construct your model. By repurposing, you are able to do this extra effectively and successfully than for those who have been creating each piece of content material individually.
What’s Content material Repurposing?
Content material repurposing, also called content material recycling or content material reusing, is a advertising and marketing technique that emphasizes presenting current content material in new codecs and distributing it by means of a number of channels. Repurposing allows content material creators to maximise the worth of their work and attain new audiences.
On this information, we’ll cowl the advantages of repurposing content material, how you can do it and which content material sorts are one of the best candidates. We’ll additionally share some real-world examples. However first, right here’s a narrative that illustrates the ability of repurposing:
In 2021, my first yr at York IE, we printed greater than 150 weblog posts. It takes a whole lot of work to give you that many content material concepts and make them a actuality. Our technique was principally, “establish key phrases that align with our core messaging and attempt to rank for as lots of them as doable.” We have been creating each submit in a vacuum — along with dealing with the one-off posts that different staff have been creating, writing press releases, and so forth. It simply wasn’t sustainable.
Once you produce a lot content material, it’s arduous to offer anybody piece all the eye it deserves — from creation and optimization to promotion and distribution — as a result of you must transfer on to the subsequent piece.
The following yr, we approached issues in a different way. We targeted on creating two kinds of pillar content material: month-to-month webinars and templates. Then we took these and repurposed them into further content material (weblog posts, native LinkedIn posts, YouTube and social movies, and so forth.).
We ended up publishing 35 fewer weblog posts for the yr — a few 25% lower. However our annual visitors really elevated by 45%, and our natural visitors greater than doubled.
Advantages of Repurposing Content material
Repurposing content material may help you construct credibility, attain a wider viewers and get probably the most bang in your buck.
Larger Credibility
It’s so arduous to maintain your messaging aligned once you’re making a bunch of standalone items of content material. However for those who take long-form content material, similar to a video presentation or podcast, and also you slice and cube it into smaller items, similar to weblog posts and Twitter threads, they are going to all have constant messaging as a result of all of them move from the identical supply.
Once you ship a constant viewpoint to your viewers in new methods over and over, you start to grow to be recognized for that viewpoint in your market — the last word objective of our drumbeat advertising and marketing philosophy.
Broader Attraction
I’m a giant social media individual. I don’t learn a whole lot of newsletters, however I really like scrolling by means of LinkedIn searching for new concepts and recommendation. Numerous folks love newsletters, although. Some choose blogs. Others immerse themselves in podcasts and movies.
In case you solely publish weblog posts, you’re limiting your viewers to individuals who prefer to learn blogs. By repurposing content material, you may make your messaging extra accessible to a bigger viewers.
Environment friendly, Organized Content material Creation
Content material advertising and marketing includes a whole lot of shifting items. Irrespective of how organized you’re, there are issues out of your management. Writers miss deadlines. Material skilled interviews fall by means of. Approval emails go unanswered.
And the extra particular person items of content material you propose, the extra these points compound, throwing your calendar into disarray.
Once you plan one giant piece of content material with repurposing in thoughts from the beginning, you possibly can get rid of a whole lot of these issues. There’s extra upfront work that goes into producing an hourlong webinar or a 5,000-word e-book, however as soon as the occasion is over or the e-book is printed, you might have the whole lot you have to begin creating content material.
For instance, final yr we turned one webinar into two YouTube movies, two social video clips, two weblog posts and 6 LinkedIn posts. It was July, and I used to be scheduling full, authorized, high-quality content material to be printed in November.
Higher ROI
Content material repurposing is extra environment friendly. It ensures each piece will get the promotion it deserves, as a result of distribution is baked into the method. In case you can create much less content material and get extra visitors, why wouldn’t you?
Which Content material Ought to I Repurpose?
You’ll be able to repurpose any kind of content material. Break up giant items and switch them right into a sequence of smaller posts. Or take a bunch of smaller items and switch them into a giant, premium product.
Listed below are a few of my favourite kinds of content material to repurpose:
Massive Written Items
Ebooks, white papers and different longform content material are nice candidates for repurposing. A 5,000 phrase e-book can simply grow to be 5 or 10 weblog posts. And longform content material is often organized into distinct sections or chapters, which suggests it’s straightforward to determine how you can break it up.
From there, add the mandatory context to every part so it could stand by itself, embrace hyperlinks between the brand new items, and also you’re good to go.
Longform Multimedia
Webinars and podcasts can yield a number of smaller items of multimedia and written content material. The secret’s to plan for repurposing upfront so that you’re not poring over transcripts, making an attempt to determine how you can reuse what was mentioned.
Inside Communications
Look inside your organization’s personal partitions. Inside communications and different enterprise paperwork generally is a nice jumping-off level (or at the very least function inspiration) for exterior advertising and marketing content material.
Up to now, we’ve turned a due diligence questionnaire response right into a weblog submit and turned a part of an investor replace right into a LinkedIn submit. We’ve even taken transcripts of crew technique calls and turned them into thought management items.
It goes with out saying that you may’t simply take these paperwork, minimize and paste them into your content material administration system and publish them. They typically include confidential or delicate materials that you may’t share with the world, and so they most likely want further context for exterior audiences.
However they often include broader insights that you may share along with your viewers. Make the most of this chance.
Outdated, Profitable Content material
Do you might have a tweet or LinkedIn submit that carried out effectively this month? It should most likely carry out effectively subsequent month, too.
You don’t wish to say the very same factor in the very same format, however small tweaks and adjustments in presentation can hold your content material feeling contemporary whereas hammering residence the identical total level.
And don’t fear that you simply’ll flip off your viewers by repeating your self. Repetition is the one approach to break by means of the noise and grow to be recognized for one thing.
The way to Repurpose Content material
Listed below are a few of the greatest methods to repurpose content material:
- Flip ebooks and white papers into a number of weblog posts.
- Use weblog sections as LinkedIn posts and Twitter threads.
- Break webinars and podcasts up into YouTube movies.
- Reduce YouTube sound bites into social movies.
- Write blogs based mostly on audio transcripts.
- Create social graphics from charts.
- Bundle up associated blogs as guides.
There are quite a few methods you are able to do it, relying on the kind of content material. For an instance, right here’s how we go about repurposing content material from our webinars, and how one can flip your webinars right into a content material engine too:
1. Plan in Advance
Provide you with questions that align along with your content material objectives (focusing on particular key phrase phrases, constructing thought management, and so forth.).
2. Flip One Massive Video into A number of Smaller Movies
Reduce the movies of every reply and put them on YouTube. Use the query because the title if it’s one thing folks ask or search for lots.
3. Flip the Movies into Weblog Posts
Clear up and optimize the transcripts of every reply and publish them in your weblog. Embed the associated YouTube video in every submit.
4. Create Social Belongings
Reduce one of the best sound bites into 30- to 60-second social video clips. Put one of the best quotes on graphics with the speaker’s headshot.
5. Flip the Blogs into Social Posts
Break every weblog submit up into smaller LinkedIn posts or Twitter threads. Publish them alongside the social movies and graphics. Hyperlink again to the weblog.
Content material Repurposing Examples
York IE CTO Mike Veilleux gave a webinar final yr on the trail to product market match. Following the steps above, we created two YouTube movies:
What Is Minimal Viable Product (MVP) and Viewers (MVA)?
The way to Place Your Startup’s Product
We then turned every video right into a weblog submit:
And we created a number of LinkedIn posts, similar to this one:
At all times Be Repurposing
Repurposing content material doesn’t should be an enormous course of.
It’s not at all times about planning an e-book or a podcast or a webinar and the way you’re going to interrupt that down into weblog posts after which the way you’re going to interrupt these weblog posts into LinkedIn posts and Twitter threads.
Don’t get me flawed: That’s very worthwhile. Nevertheless it takes a whole lot of work.
Typically, although, content material repurposing is so simple as figuring out content material created for one goal and utilizing it for one more.
For instance, final yr Matt Shapiro, York IE director of investments, interviewed all of the founders in our most up-to-date funding cohort over Zoom. His preliminary thought was to incorporate the movies within the replace packet that we share with our buyers.
However we may see the movies had extra worth, for a wider viewers. So we posted them on YouTube:
https://www.youtube.com/watch?v=videoseries
After which we realized that the founders’ solutions to the query “Why did you select to work with York IE?” offered some wonderful social proof. So we clipped these, added titles and captions and rolled them out on social media:
What makes or breaks a startup? It’s the folks!
That’s why we’re so excited to spend money on @pieropoli and the whole Evorra crew. pic.twitter.com/uJEig6WlvU
— York IE (@yorkgrowth) August 17, 2022
At all times hold your eyes peeled for brand new methods to make use of current content material. As soon as you understand how to repurpose content material, you’ll see alternatives in every single place.
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