You've taken the time to create some great content. Now what? Are you just going to publish the social media post or video and move on?
Don't do it! With a bit of strategic thinking and planning ahead, you can take one great piece of content and repurpose it into dozens of others. In this blog, I'm going to tell you how that can help your business and take my own content from last month as an example to break down a step-by-step.
Let's start with the why.
Here are the top 5 ways repurposing content is helpful to your business:
Saves time and money. Creating new content from scratch can be time-consuming and expensive. Repurposing existing content is a great way to save both time and money. You can reuse your content in different formats, such as blog posts, infographics, videos, and social media posts. This will allow you to reach a wider audience and get more mileage out of your content.
Reaches a wider audience. Not everyone consumes content in the same way. Some people prefer to read blog posts, while others prefer to watch videos or listen to podcasts. Repurposing your content in different formats allows you to reach a wider audience and cater to their different preferences.
Improves your SEO. When you reuse your content on different platforms, you're essentially creating more backlinks to your website. This can help to improve your search engine ranking and make your website more visible to potential customers.
Establishes your expertise. When you consistently create high-quality content, you establish yourself as an expert in your field. This can help to attract new customers and build trust with existing customers.
Boosts your conversion rates. When you provide your audience with valuable content that they can use, you're more likely to convert them into customers. Repurposing your content can help you to do this by providing your audience with different ways to consume your content and learn more about your products or services.
Repurposing in Action
Now that you know why you should be repurposing your content, let's look at how I do one piece and create a whole month of marketing from it.
The original video content. My theme for July was 10 Tips to Sell More Books. First, I created a long-form video for it while sitting out on a porch on a lovely day.
Transcript. I then had that video transcripted for free in Otter.ai so that I could easily copy and paste the text for other uses. The first thing I did was make it pretty in a blog. You can see that HERE. You'll notice that within the blog version, I linked out to my other blogs and even a video to boost SEO even more. As my blogs post, they automatically get emailed to my list so that's email #1.
Email #2. I also took part of the blog to use in an email later in the month.
Social Posts. With a blog like 10 Tips, it's easy to create at MINIMUM 10 posts with one of each tip. If you are new to repurposing, that's EXACTLY what I propose you do. Even if you do that and nothing else, you are way ahead of the game. I did things with each tip but it's not an obvious cut-and-paste. There's nothing wrong with cutting and pasting the text exactly and popping up a graphic, I just took a slightly different approach. Here are some samples. Keep in mind each of these posts is going on multiple channels spreading the visibility love even further.
Here's a post with a quote graphic.
On this post, I did copy and paste the text but did a separate, very quick video to go with it.
Here, I throwback to an older blog on profiles as it goes perfectly with one of the tips and gives the older blog and my website a little more SEO love.
This post shows a link to the original video.
In this Instagram post, I did a carousel of what I thought were the best 3 tips.
I had a little fun with this post by taking the text and then referencing 2 of my other blogs and popping a quick video on it out of Canva. Easy peasy. (July 13)
This one is a bit of the same idea. Text from the blog but a quick video piece.
In this last post, I refer to the theme of selling more books and point people to both the blog and YouTube links.
Oh, and just for fun, I did this funny gif to pop out there now and then for attention.
So, that's 9 social posts (going out on an average of 3 platforms each) plus 2 emails, a blog, and multiple videos.
And, to carry the love even further, I'm already sitting here thinking about how I can do a video for THIS blog you are currently reading and show the actual posts above in the video. I can't wait to see how many posts I can come up with from this blog alone for the monthly theme of repurposing. My mind is a serious rabbit hole sometimes you all.
Do you see how quickly that added up all from one 3:53 video? BOOM a whole month of quality, value-driven content.
Here is a quick summary for creating the content:
Start with high-quality content. The content you choose to repurpose should be high-quality and informative. This will ensure that your audience is engaged and interested in what you have to say.
Be creative. There are many different ways to repurpose content. Don't be afraid to get creative and experiment with different formats.
Promote your repurposed content. Once you've repurposed your content, make sure to promote it to your audience. You can do this by sharing it on social media, including it in your email newsletter, or submitting it to relevant websites and directories.
Repurposing content is a great way to save time, reach a wider audience, improve your SEO, establish your expertise, and boost your conversion rates. If you're not already repurposing your content, I encourage you to give it a try. You may be surprised at how much it can benefit your business. And, if you don't have time to do anything but that original piece, this is a perfect opportunity to hire an assistant to take your content and do all the repurposing. [Psssst...... That's one of my favorite things to do. 😉]
Rebecca Paciorek is an Online Business Manager specializing in assisting in the growth of your business through traditional and digital means.