A Complete Guide to Repurposing Content
Keeping a social presence is important across all social media channels. Keeping your pipeline full of content can be very challenging. Reaching out to guest bloggers is one way to keep fresh content — repurposing your existing content is another way.
Here are 9 quick ways to fill your content marketing calendar
Use your existing content. Why? Great question. Let me explain why?
As a blogger or marketer, you spend countless hours creating engaging content. You research topics, create the framework, look for great images, proofread content, and then publish it. Only to find out that the lifespan of your content lasts from 18 minutes to up to 2 years. 2 years sounds great. How does 18 minutes sound? Not promising. How do you measure ROI on an 18 minute lifespan? Yes, yes, yes. I know you can mathematically measure an ROI.
Check out this graphic from Socialmediaonlineclasses.com
If you look at Twitter and LinkedIn, you can see that LinkedIn, the most widely used business platform only has a content lifespan of 24 hours. Twitter, 18 minutes. As a content writer, can you publish enough content to ensure brand awareness? If you can, that is awesome! If you can’t keep reading.
If you are an established blogger, you probably have a healthy repository to pull content from. By repurposing your existing content, you can quickly fill up your content publishing calendar quickly. On the other hand, if you have run out of ideas, check out these ideas.
Blog Posts — As the infographic notes, the lifespan of a blog post lasts roughly 2 years. If your content is evergreen, you are in good shape. Go back and review your content. If you track “likes” and “comments” look for content that received high engagement. Next, rework the introduction and the conclusion to give the content a new spin. Secondly, make sure you provide backlinks to the original article to increase traffic. Lastly, change the graphic. Some people have an eye for remembering images. If the article has a new image, there is a greater chance that the reader will re-engage.
Podcasts — Do you host a podcast or have you ever been interviewed? Regardless, its time to spread the word. If your employer or you host a podcast, prepare a small post summarizing the episode and post it on social media. Quote the interviewer and guest to spark interest in your audience and make sure you use backlinks to the original article to increase website traffic.
Vlogs (video logs) — Do you have a library of older vlogs. Why not repurpose them? If you have a video that is a little too long, edit the video and create two videos. Keep in mind, use your Evergreen content. Evergreen refers to content that is relevant, not time-sensitive and excludes dates. It’s content that has performed very well in the past.
Webinars — Yes, webinars. How do I repurpose a webinar? Start by creating updates. Let’s say your webinar was about augmented reality. And you recently attended a new workshop to learn about future advancements in design and application development. You can create an update showcasing the skills you just learned. As always, post it on social media. Additionally, if you had a Q&A session, you can follow up with an update of written answers and provide sample examples.
Another suggestion would be to post your webinar on YouTube. Make sure you optimize your SEO keywords. Now your video has the opportunity to reach a bigger audience and drive traffic back to your website.
eBooks — Do you have an ebook? Why not explore the possibility of creating one? And if you have written an ebook, maybe its time to add an addendum to it?
Are there topics within the ebook that you can expand your knowledge? Does the ebook lack a specific topic? Consider adding the topic then publishing an update. Don’t forget to add your backlink to the original ebook.
Create Guide Book — Let say you are a photographer. You have posted blogs on how to use a DSLR, how to shoot portraits, action, and live video; how to video edit and how to use Photoshop? I suggest you repackage those “How to’s” in a Guide Book and use it to drive more traffic.
Powerpoint Presentations — How you ever considered taking a company presentation and uploading them to Slideshare? It’s a great idea. There is no graphic presentation that shows illustrates the longevity of a powerpoint presentation, but I can attest that they don’t last long after reviewed. Why not upload them to Slideshare, create a web link back to a landing page. Measure the ROI on this quick hack. Seems like a no-brainer.
Slide Shows — If you have an evergreen post that is heavy in graphics, turn it into an infographic. There are so many benefits of using an infographic. They are easy to read, take only 5 minutes to create, great for SEO, persuasive, and engaging, ultimately leading to more traffic to your website.
Newsletter — Depending on the number of times you post, you might consider sending out a weekly/monthly newsletter with highlights from your weekly posts.
In short, driving traffic to your blog or website should be a priority. Having an unlimited supply of content takes time and money. Finding different ways to repurpose content takes a little imagination and modifications. Before you start outsourcing your content creation, consider some of these examples. Soon you will have more content and more traffic to your website.