Enter Content Repurposing
The idea behind content repurposing is simple - you take one piece of content and rework it for a different purpose.
If done correctly, content recycling will save you time, increase your brand's exposure and help you to reach people at different stages of the buying cycle.
5 Techniques for Content Repurposing
So Kevin, repurposing sounds like a great idea. But where do I actually begin? Well, let me give you some ideas for repurposing blog posts into another content types.
1. Convert Blog Posts into eBook
In case if you're not sure what's an eBook, let me explain it every quickly.
An eBook is a longer piece of content, typically published as a PDF and aimed to educate customers on particular topics. eBooks usually tackle one specific problem, providing background information and practical advice to solve it.
And most importantly they don't have to contain any original material at all. In fact, many eBooks are simply collections of old blog posts and other content a company produced on a topic.
To repurpose blog posts into an eBook, collect articles dealing with a particular problem, add an introduction and few lines about you and your company and... you're done!
Naturally you need to design and put the eBook together. But you can do that in Microsoft Word. Or use software like Beacon that allows you to import your posts and convert them into eBooks without a need for a designer (disclaimer: I am the Beacon's CEO).
2. Convert a blog post into Slideshare presentation
Many people prefer slideshows over blog posts because they are quicker to digest.
And you can easily convert a blog post into a presentation by converting all crucial points in the copy into individual slides.
Just keep in mind that slideshows don't have to contain every line or sentence from your article. Instead, include one key point from the post on each slide.
You can create a presentation in Powerpoint or use a tool like Canva. Once done, upload it to Slideshare along with keyword rich title and description to help users find it. Slideshare is part of Linkedin and it gives you access to huge audience and community potentially interested in your content.
3. Convert your blog post into a series of Tweets
One of the biggest problems I noticed businesses have with social media is coming up with engaging advice to post. At the same time, they sit on huge content archives that are an ideal resource for thoughts, ideas and quotes to share online.
For instance, you could convert any blog post into a series of Tweets. And by including a link to it in a message, promote it at the same time.
Here are some ideas for that:
- Tweet the key point from the post,
- Ask a question about it,
- Tweet quotes from the post, or
- Mention anyone you've included in the article.
4. Convert your blog post into a video
Videos have become one of the most popular content types. And YouTube is now the world's second most popular search engine.
You can tap into the video's popularity by converting blog posts into actionable clips. Simply record yourself discussing ideas from the post, describe any examples you mentioned and offer some practical advice.
You don't need professional equipment to do that. Many businesses use their computer's built in camera and microphone. If you have a budget, naturally invest in a good mic at least to ensure decent sound quality.
5. Convert your blog post into a podcast
Podcasts, digital audio shows you can listen to on your smartphone or tablet have been growing in popularity in recent years. And that's for a very good reason. Podcasts allow people to consume content in places they are the least likely to be able to do so: while commuting, jogging in the park, working out or completing a DIY project, for instance.
And converting a blog post into a podcast is as simple as recording yourself reading it.
But if you're not comfortable doing that, use text-to-speech software like Natural Reader to read the content for you. Many of these applications feature almost-human voices. But keep in mind that machines won't be able to pronounce all words well, spoiling the recording if that happens. Or pay someone to read your post. You can find such people on Fiverr, for instance.
Once done, submit your podcasts to iTunes, Podomatic, Podbean and other similar services to propagate your show across the web.
It's true: the amount of content published daily could intimidate even the most hardened marketer. But you have to remember that not all of it is original. Companies repurpose their content to serve different audiences, attract buyers at different stages of the buying cycle and expand their reach.
And so could you.