As good content continues to gain importance in the eyes of your customers and Google, it’s crucial to develop a process that optimizes your efforts and ensures that you reach the goals you have set for a campaign. I’d like to share just one step in my content marketing process that I have found to drive traffic and gain new customers. Even better, it is relatively easy to do.
What Is Content Repurposing?
Repurposing is the process of taking content and expanding its reach by modifying it to fit in as many targeted mediums as possible. No, I am not talking about article spinning. I am talking about taking a great piece of content and extending its reach by sharing it in other formats. You can start this process by doing market research to identify where your target audience goes to find information, and then adapt quality content to fit that medium.
For example, I consume most of my content in two primary forms of media: blogs and podcasts. During my commute each morning, I spend around 30 minutes listening to podcasts rather than music. Using me as the persona, it would be smart if marketers would take all of their quality PowerPoint presentations, webinars, white papers and/or ebooks, and repurpose them into quality podcast that I could listen to. It would greatly increase the chance of me consuming their content.
All too often we create a piece of content that is fantastic, but we limit its reach by only placing it in one medium. By producing only blogs or webinars, or some other form of content, you are missing out on great opportunities to reach new customers in the places that they like to hang out.
You can use content repurposing for the benefit of your own brand as well as a way to take advantage of client content that has already been created. If it's difficult to generate brand new content on a regular basis, you cant often take your existing content and repurpose it for other channels.
So how do we repurpose content, and where can it be placed?
How to Repurpose Good Content
Identify the piece of content you want to repurpose. Study your potential customers and identify where they are going for information. Make a game plan for how to get this content in front of as many qualified eyes as possible.
This is the fun part. Once you know what platform you are going to use, get creative on how you can repurpose this content. Blog posts can make great guides or, when combined, can also make ebooks. A presentation given at a conference can be repeated, this time in front of a camera, and the resulting video can be put on your YouTube channel or inserted into an email campaign.
Be creative and think outside the box. Does that whitepaper have information that may lend itself to an infographic? Can you take the juiciest bits of your recent webinar and turn them into a video series?
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Once you’ve got the what and the how down, the next question is, how can you make a repurposed piece of content unique and not just a regurgitation of the past? Treat repurposing as an opportunity to expand your reach and add value to your original idea. Here are some ideas.
- Identify industry leaders who can be a part of the conversation who were not included in the initial content piece. Interview them and include their answers in video, audio, or written form. Invite them to join you in a webinar, Google+ hangout, or roundtable discussion, all of which can be shared in multiple mediums.
- Take the comments and feedback you received from the initial piece of content and address them, adding further insight and clarification.
- Use rich media to make it more engaging and more entertaining. For example if your original piece of content was a blog post, and many of your customers go to YouTube for how-to videos, create an interesting how-to video and put it on your YouTube channel.
Share your newly created piece of content via social media channels again, but place an even greater focus on the best method of promotion for that specific platform. If you did your research properly and found the right medium to repurpose content for, chances are there are specific ways to promote content on that platform. Use best practices relative to that medium to reach your audience.
An example of repurposed content:
This blog post was repurposed into a PowerPoint presentation which we uploaded to Slideshare, and has several thousand views. Taking content within the actual post and repurposing it so that it fit in the format of a PowerPoint was easy and a great way to attract readers who like to consume content on Slideshare. It also gives us an additional medium to catch search traffic. You can find more examples on our Slideshare and YouTube accounts.
What Types of Content can be Repurposed?
Here are a few of my favorites, but I am sure you can think of more:
YouTube: Turn your how-to article into a step by step process with images, video, and voice over explaining each process. Creating high quality instructional videos creates reciprocity and builds brand recognition. You can use tools like Animoto to create montage videos in a few easy steps.
Instructables: Perfect for turning a how-to article into a step by step process with with pictures and instructions. Then make it into a YouTube video as well for 3 platforms out of 1 piece of content. The idea here is not to spam people with the same old content, but to contribute valuable information to new users and communities in the places they already like to visit.
PowerPoint Presentations: Repurpose content into a PowerPoint presentation and upload it to sites like Slideshare, Slideserve, and Docstoc. These often get hundreds of views and can rank for long tail keywords.
Podcasts: Interview experts on your team or within your industry. Record the interviews to help develop blog posts or other content down the line.
Webinar: If you have enough content to create an informative webinar, do it. Let potential clients download it for free. Webinars are great for building community and giving back to loyal followers, and they can also be great link bait.
Infographics: Do not limit a great graphic to one placement. Change the color and look of an infographic and find another website whose readers would like your content. Write a unique micro post to go along with the graphic and send it off.
Tools to Make Repurposing Easier
Using tools that make the processes easier will enable your team to be more efficient and enhance the professional look and nature of your content. Here are a few tools I like to use:
Piktochart: If hiring a graphic designer for a particular piece of content is not an option, you can use Piktochart. This tool helps you create high quality, aesthetically pleasing graphics that can use either to enhance your content or as the content itself (as with a blog post-turned-infographic).
Animoto: This is a simple video editing application that turns static images into a great looking video montage. It is almost 100% dummy proof, and your clients will love it. If you have a client that has a lot of great images, take advantage of it.
LSIkeywords: Add semantically related phrases and keywords into your repurposed content to help it gain the exposure that it deserves in the SERPs. This is a great way to attract long tail traffic with repurposed content.
Murally: Often described as a whiteboard on steroids, Murally is a great way to visualize your content and collaborate to make it better.
Capitalizing on great content and making it available to as many people as possible is what content marketing is all about. Internet marketers need to find scaling practices that offer VALUE to clients and company brand and drive qualified targeted traffic back to websites.