Before discussing why you need to repurpose content, let’s take a look at the investments in content marketing. According to MarketingProfs, B2C organizations spend 32% of their total marketing budget (not including staff) on content marketing.
B2B organizations allocate 28% of their budget to content marketing. While the number is smaller, it still represents a significant chunk of the budget.
Add the effort involved in creating that content and you’ll see that there’s an immediate need to get more out of it.
So, if you’ve never thought to repurpose content, it’s time you did it now.
Why Should You Repurpose Content?
You get more with less
You’ve already done the research, found your ideal tone of voice and put together the information. Changing the shape of your content should take you 10% of the time and work you initially put in. And, just like that, you’ve got a new and shiny piece of content.
You reach more people
Some people prefer watching videos (90% of users say videos are helpful in making the final purchase decision), others prefer blog posts, and other will convert after seeing an infographic. You can reach all of them if you repurpose content to fit their needs.
You improve your SEO
Google doesn’t love only the written word. Infographics, photos, white papers and especially videos are also indexed and they weigh a lot in the calculation of your page rank.
10 Brilliant Ways to Repurpose Content and Get more traction with less Work
Take a look at our top ways to repurpose content effortlessly and with maximum impact:
Turn Webinars into Video How-To Guides
If you recently hosted a webinar that had plenty of attendees who were delighted with the knowledge you imparted, you can be sure they would also appreciate a short how-to video on the same topic. Plus, it’s incredibly easy to make.
Simply cut the introduction, the Q&A session, and the promotional part of your webinar. Keep only the informative part and upload it to YouTube and/or Vimeo as a how-to guide.
Turn Blog Posts into Infographics
If you have a blog post that’s packed with reliable sources and information, then it’s the perfect candidate for an infographic.
For instance, this post right here would make an excellent one! Make sure to share your new infographic via social media as soon as it’s done!
Turn Internal Information into Case Studies
88% of Internet users say they trust online reviews just as much as personal recommendations. And do you know what’s better than a review? A detailed case study that tells a story potential buyers can relate to.
If you have information on how your clients used your products or services to succeed, turn it into a case study. Also, if you use A/B testing or similar tactics for your own success, you can also turn your findings into compelling case studies.
When you repurpose content, you don’t have to “spill the beans” or give trade secrets. Just help your target audience with relevant information.
Turn PowerPoint Presentations into Slide Decks
PowerPoint presentations take a lot of time and effort. You’ve got graphs, charts, a lot of stats and plenty of briefly, but compellingly presented information. In other words, they may be the piece of content you put the most work into.
Wouldn’t it be a shame if only a few customers got to see it?
Instead of letting it collect virtual dust in a forgotten folder, why not upload it to SlideShare. You simply need to make a few edits to your slides and click upload. Afterwards, you can always embed it into your website and let the world know about your analytical capabilities.
Turn Webinars into White Papers or Ebooks
It would be a shame for all that valuable information to go to waste as soon as the webinar is over. Starting from the slide deck you used, you can create a short white paper or e-book that conveys that same information in a different format.
When you repurpose content this way, you get a chance to reach entirely new audiences AND re-connect with old ones. Even those who attended the webinar will enjoy receiving it in a different format.
Turn a Series of Blog Posts into White Papers or Ebooks
If you blogged a lot about a certain topic or related topics, you can leverage your hard work if you repurpose all that content. It’s quite easy: simply pull the posts together in a PDF, add some nice graphics and you’re good to go.
Better yet, each of your blog posts can be a chapter. You don’t even have to worry about how to divide the information! Just be sure not to repeat the same idea in the white paper or ebook. It’s OK to reiterate in different blog posts, but not in the same piece of content.
Turn Your Blog Posts into Quora Answers
Quora is a great way to drive traffic to your website. But if you really want to get traction on Quora, you have to spend a lot of time giving detailed answers to questions.
However, you could go about it a different way. Search for questions that have a lot of followers and cross-reference them with blog posts you’ve already written. When you’ve found the sweet spot, all you have to do is write a small intro and direct people to your blog post to read the more detailed answer.
Can you think of an easier way to repurpose content?
Turn Your Blog Posts into Informative Newsletters
This is a great way to reach people who are interested in what you have to say, but don’t have time to read a lengthy blog post. Give them a weekly “digest” of your blog activity instead.
Take the most important points from your blog posts and write bullet lists for your newsletter. Add links to the full posts for those who want to go more in-depth. This way, you won’t have to stress about the content of your newsletter AND you’ll drive more traffic to your blog.
Turn Blog Posts into Podcasts
Podcasts are a gem for marketers in all niches! Just think about all those people who don’t have enough time to read your blog, but get bored during long commutes. Podcasts are the ideal way to reach them.
Turn Blog Posts into Social Media Posts
This one is perhaps the easiest way to repurpose content. Just take small excerpts from your blog posts and publish them on your social media profiles.
You can add a link to the whole blog post or simply leave the excerpt as is: a small bit of wisdom.
Need help with creating the type of content that will keep on giving even when you change the format it’s in? You have to see what our amazing copywriting team can do! Fill in the form below – we’d be happy to help!