Content creation can be a struggle at times. We all know content is king, but coming up with fresh and exciting content topics on a consistent basis isn't the easiest thing to do, especially if you are a small business owner with a million other things on your plate. But when you have an epic piece of content, it can do wonders for you. That one piece of content drives a ton of traffic to your website and brings about a lot of engagement on social media, but posting it once and moving on is a missed opportunity for your business. And that is where content repurposing comes into play.
What if we told you that one piece of content that performed so well for you could go to work for you time and time again, bringing more traffic to your website each and every time? While the idea may sound far-fetched, in reality, it is very practical and enables you to get your existing content into the hands of more people. The idea here is to breathe new life into that piece of content and repackage it into different formats, thus enabling you to extend the shelf life of that content, grow your blog, and have more time to devote to sales. Repurposing your blog content is a huge opportunity for your business, and here is how you do it:
What Are The Benefits Of Repurposing Blog Content?
For starters, repurposing your blog content can save you a significant amount of time. It is just not humanly possible to come up with fresh content on a daily basis. Being able to create a single piece of content and then reap the benefits of that content time and time again by repurposing it into different forms is simply magical. The time that you'd otherwise dedicate to creating new content can now be spent on other marketing initiatives, sales, or any other project in your pipeline you haven't had the time to spend on.
Then there is reaching a new audience. Some people prefer blog posts, others images, others videos, others presentations, and so on. You'll see this when we discuss how to repurpose your content, but you can take a single blog post and turn it into many different forms designed for different mediums, thus exposing it to a different audience each time who likes to consume content in different ways. And this helps you expand the reach of your blog content beyond what you'd get by posting your blog once or twice on say Facebook, Twitter, and LinkedIn, and brings considerably more traffic to your website.
Establishing yourself as an authority figure is another added bonus of repurposing blog content. As you begin to publish more and more content on the same subject, people will begin to see you as an authority figure in that particular subject. At the same time, because you are publishing all of these posts around the same general topic, you can expect to receive an SEO boost, as well. And to really maximize on your repurposed blog content, if you are posting it outside of your website, you will receive valuable links back to your website.
What Kind Of Content Is Worth Repurposing?
Now comes the tricky part. The benefits of repurposing your blog content are clear - in fact, it's really a no-brainer to do so. But what is the best kind of content to repurpose? Start off with finding your evergreen content. Not familiar with evergreen content? Evergreen content is content recycling - content you feel will be just as valuable and relevant in a week or month as it is the day you post it. For more information on content recycling, please visit the blogs we wrote on The Benefits Of Recycling Content On Social Media and What Is The Best Kind Of Content To Recycle?.
You may also want to check out the analytics for your website to see which blogs performed the best for you - maybe go back the past 6 months or so. Blogs that have the most page views could be good candidates to repurpose. Also, check out social media to see which blogs got the most engagement. You can also use a tool like BuzzSumo to enter your domain and see what pages performed the best on social media. In general, you're just looking for anything that has sparked interest, as blogs with low page views or low engagement might incur the same fate if you attempt to repurpose them.
5 Ways To Repurpose Your Blog Content
There are many ways you can repurpose your blog content, but here are 5 ways we feel have the ability to deliver powerful results for your business.
Create A Presentation
Have any blog posts that include advice that can be acted upon, great quotes that resonate with your target audience, or interesting statistics? You can take those blog posts and easily turn them into eye-catching presentations that can drive major traffic to your website. Presentations are all about visual content, so consider using a tool like Canva, which has templates specifically for presentations to make turning your blogs into slides a breeze.
Then once you have your slides, simply assemble them into an actual presentation using a tool like PowerPoint or even Google Drive and you're ready to upload to SlideShare! SlideShare tends to be underutilized, but it can deliver strong results, considering there are 70 million users and 80% of their visitors come through targeted searches, giving you the ability to put your content in front of a brand new target audience. SlideShare increases your chances of engagement and gives you a link to share your presentation on your other social media platforms.
Check out this example of a SlideShare uploaded by Sean Si - the graphics draw you right in!
Create Video Content
You likely have a segment of your audience who has a preference for content they are able to consume without having to read it. So what better way to feed them that content than repurposing your blogs into videos? By doing this you are in essence potentially exposing your blog content to a brand new audience who has never seen it before, as they had no interest in reading it, but they are interested in being able to watch it. You can do this by either turning your blog posts into YouTube videos or even hosting webinars focused around the subject of the blog, and we all know the huge potential webinars have for drawing large audiences in.
How do you accomplish this? If you have a how-to blog post, you could take the key points from that blog and make a video demonstrating how to do whatever it is you covered in the blog, with a link back to the blog in the description of the video for additional information. Or you could do more of a lecture style YouTube video with your blog content serving as a script, but to keep your audience engaged, be sure to spice the video up with some graphics or other types of enhancements.
To do a webinar, you are simply picking a blog topic and basically presenting it to your audience during the webinar. Or if you have multiple blogs based on the same subject, you could combine them into your webinar presentation. Repurposing blogs into webinars present you with an opportunity to provide your audience with a better learning experience (especially for those who are visual learners) and convert more leads. You can even record the webinar and then repurpose it into a video you can post to YouTube to extend the shelf life of it.
Create An Infographic
Visual content is the real deal. Infographics are liked and shared on social media a whopping 3X more than any other type of content (if you're looking for engagement, infographics are the way to go). Plus people who follow directions with text and illustrations do 323% better (wow!) than those without. And if that's not enough for you, when images are relevant, people will spend more time looking at them than reading the text on the page. So are you pumped up now and ready to repurpose your blog content into an infographic? You should be!
Blogs containing a good deal of data are perfect for infographics. You can take that data and summarize it in the form of eye-catching visual content that makes people stop scrolling and pay attention to you! For those not into reading blogs, turning your data into an infographic opens it up to a brand new target audience who prefers visual content. Sometimes people are hesitant of infographics, thinking they need graphic design experience to create them, but don't worry, that's not a prerequisite. There are plenty of tools out there to lend a helping hand with creating infographics, such as Canva, Piktochart, and Visually.
Here is a small snippet of a perfectly executed infographic - the colors pop, the graphics are on point, and the stats are extremely informative:
Create An E-Book
Do you have multiple blog posts revolving around the same topic? You could then bundle all of those blog posts together and repurpose them into an e-book. E-books are going to be much longer than blogs, so it would be wise to take the time to gather some additional research on the same topic of your blogs as supplemental information, as well as investing in images, both for the cover and to use throughout the e-book. An e-book will take a bit of your time to put together, but the payoff can be worth it from a lead generation perspective and will give you a great deal of content to share, not only on social media but also in your email marketing.
HubSpot does a good job of explaining the steps you should take to repurpose your blog content into an e-book people will want to give you their email address to download:
- Test a subject out, either by writing a new blog post or posting an older one on social media to see what the response is. If the engagement is solid, you can feel comfortable moving forward with that blog as your e-book topic. If the engagement is weak, test out another blog.
- Gather past content you have written on that topic so you have plenty of resources available to use for your e-book.
- Look at the blog posts you have gathered and use them to create all of the different chapters for your e-book.
- Some of the content in your blog posts may be old, so as you're assembling everything, update the content to make it relevant.
- Gather supplement research around the topic of your blog posts to add to your e-book to make the content meatier. This will give readers more reason to want to download your e-book.
- Write the introduction and conclusion of the e-book.
- Design a cover for the e-book and get some graphics to mix in throughout to spice it up. You don't have to go overboard and if you don't have the design skills to do it yourself, consider using a service like Fiverr to get the job done.
- Put the finishing touches on your e-book by proofreading it, removing any spelling or grammatical errors, adding a call-to-action so readers know what to do after they have read your e-book, and then start promoting your e-book on social media, your website, and in your email marketing!
Create A Podcast
Ever consider recording an audio version of your blog post? Just like creating a video or infographic, the idea here is to give your audience another avenue for consuming your content and to even expose your content to a new audience who isn't interested in reading blogs, but is interested in podcasts. You can significantly extend the reach of your blog posts with audio versions given the popularity of podcasts - in 2016, over 35 million people listened to podcasts on a weekly basis and podcast listeners on average will spend 4 hours and 10 minutes each week listening to podcasts. iTunes is, of course, the big name in the podcasts world, but there are plenty of other directories out there, such as Podcast Addict, which has over 5 million downloads on Android.
Don't worry, you don't need fancy audio equipment to go about turning your blog post into a podcast. There is plenty of free recording software available out there, such as Audacity, Ardour, and Zynewave Podium Free. After you record your podcast, you'll need to host the MP3 files on your website and create a podcast feed that you can then submit to iTunes and other podcast directories. Plus, every time you create a new podcast, you then have an additional post for your website and something you can share on social media to truly maximize on the work you've put in. You may even want to go back to each blog post and add the audio to the corresponding post you've recorded it for, this way people visiting your blog have an option in regards to how they consume your content.
Here is a great example of how Neil Patel has integrated all of his podcasts into his website - they're easy to sort through with descriptions of each available, along with social share buttons: