How Can You Make Repurposing Content Easier?

Repurposing content is a smart move that can expand your reach, taking your online marketing efforts to the next level. And it’s easier than ever to repurpose content and maximize your results.

Some of the easiest ideas for repurposing content include taking a second look at:

• Content that’s evergreen
• Content that’s popular
• Content that’s in need of an update

Evergreen Content

Content that continues to be valuable and relevant over months or even better – years – is defined as evergreen. Don’t waste time on outdated information from the Internet ‘dark ages’, predictions that failed to come to pass, or statistics that no longer measure up.

Popular Content

Use Google Analytics to see what your most popular posts have been over the past 12 months. Ask yourself why those posts performed so well and what should guide you in your repurposing game plan.

Outdated Content

If your content is mostly relevant and evergreen, then consider repurposing by giving it a new look. Give the text a facelift by eliminating any outdated references, and consider adding audio or video to enhance the copy and maximize results.

10 Ideas to Make Repurposing Content Easier

1.    Video tutorials – If you’ve hosted a successful webinar, don’t stop there! Repurpose your webinar into a video and place it on YouTube or package it as an attractive impulse purchase/upsell to a Free Offer.

2.    Guides – If you’ve blogged about a certain topic that was notably popular with your list, repurpose those posts into an exciting, thought-provoking guide on the subject. Use it to generate leads, and in your email marketing efforts.

3.    Case Studies – If you have data, use it. Gather information through tests run on your own website, interviews with experts or small groups, etc. Research that provides answers, solves dilemmas, compares pros and cons is valuable content.

4.    Slidedeck – If you’ve created a PowerPoint presentation, repurposing those lovely graphs and charts into slide decks and uploading it to SlideShare is one of the easiest ways to create new content with a focus on attracting new audience members.

5.    Expert Advice Ebook – Almost any content you already have that includes useable information from interviews, personal testimonies, and research can be turned into an ebook that is easier to download and view at the reader’s convenience than a typical blog.

6.    Pinterest Board – Visual content provides interest. If you haven’t used images for your blog posts, you’re leaving out an important element. If you’re using images, take advantage of Pinterest by repurposing your images from posts there. Get familiar with creating boards specific to one topic and let your pins do the work of driving referral traffic to you.

7.    Infographic – Again, another easier way to repurpose images, graphs, charts, and other content. They’re super informative in nature and easy to read – not to mention attention grabbing. Just be sure to always use solid, accurate information. (You can take this Infographic and convert it into a Videographic, an infographic that moves, using PowerPoint and Camtasia.)

8.    Twitter, Facebook, and LinkedIn Posts – Whatever content you’re creating, social media makes it easier than ever to repurpose it into shareable stats that create interest and compel readers to find out more. Be aware of where your audience hangs out and combine your stats with images for best performance.

9.    Tips Newsletter (Weekly, Monthly) – If you have a list of email subscribers, it’s easier to stay connected by consistently publishing a newsletter. No one has to miss a post, an event, or opportunity – including you! A well-constructed newsletter provides you yet another chance for further interaction.

10.     Podcast – Podcasts are easier than ever to create, making them a great business-building idea for repurposing your content. Record yourself reading one of your blog posts. Be sure that the content is useful and informative and keep it under 30 minutes. You don’t have to have a golden voice, just keep it conversational, relax and be yourself. Submit your feed to your choice of popular podcast directories, such as iTunes, Stitcher or Blubrry. Start simple and build from there.

Repurposing Content as a Content Strategy

Repurposing content is easier when you understand that every time you create content there is room for ‘expansion’.

In this post, for example, I’ve listed 10 ideas that can make it easier to repurpose your existing content. In the next few posts, I’m going to go a little deeper, giving you more of the specifics that will help you to implement these strategies, maximize results, and get you closer to achieving your goals.

How have you effectively used content repurposing? Share your ideas in the comments below and tell me why you’re a fan – or not.