Does it sometimes feel like all you do is create content?
From recording podcasts to creating graphics to writing blog posts, by the time you’re done, it’s time to start the next batch.
But what if there was a way to prolong the lifespan of your content? What if you could squeeze every last drop of quality out of your podcast episodes, blog posts, live streams and other core content by making it live over and over in different formats?
In this blog post and podcast episode, we explore content repurposing.
Tune in to the podcast episode…
Or read on to find out more about what content repurposing is, what content you can repurpose and 5 ways to put it into practice.
What is content repurposing?
Content repurposing is about getting the most value from every single piece of content that you create.
It’s not about copying and pasting content from one place to another!
Instead, it’s about being imaginative and creative with the content that you already have so it can be used in different ways.
Often, when we talk about content repurposing, we consider repurposing a blog post, podcast episode or video.
But it doesn’t stop there.
Perhaps you have written an in-depth post on LinkedIn, recorded a webinar, created a sales page, or attended a recorded event. All of these types of content can be repurposed into different formats.
Not only that, physical content, such as books, can be repurposed for your online audience too.
It’s safe to say that the vast majority of content you create could be repurposed in some way.
The key thing is that you continue to provide value to your audience.
One thing to remember: your repurposed content isn’t simply secondary content. It should also be standalone content that can be consumed on its own.
There may even be occasions where your repurposed content proves to be more effective than the original piece, and there’s nothing wrong with that!
To be in a position to repurpose content effectively, you should start repurposing at the planning stage. However, if you already have loads of excellent content to repurpose, you can go back and do that too!
Have a listen or read of episode 239, ‘Creating & Repurposing Content Before Distribution’, for more on why repurposing should start at the planning stage.
Repurposing is not just a content thing
Repurposing is all around us.
The Marvel franchise is one great example. It originated with comics. They were made into blockbuster movies and those movies have been repurposed time and time again into sequels, prequels and remakes, not to mention TV series, magazines, pajamas and Funko Pop figures!
And it’s not just media that’s repurposed either. Architects repurpose buildings like power stations in art galleries or warehouses into new apartment blocks.
Grapes are repurposed from wine, cheese is repurposed from milk…you get the picture.
But if you need more reasons why you should repurpose your content, here are 5:
1. Increase your audience reach
Everybody consumes content in different ways. By repurposing your content, you put yourself in front of everybody interested in your topic, whether they are social scrollers, blog readers or podcast listeners.
Read or listen to episode 8, ‘How to Repurpose Content to Connect With Your Audience’, for more.
2. Boost your SEO
Repurposed content that links back to your website will provide you with an SEO boost.
The more people share your content also means more links leading back to your site, which also gives you some love with the search engines and more traffic to your website.
3. The Zero Moment of Truth (The Rule of 7)
The Zero Moment of Truth (ZMOT) is the last part of the consideration stage, as your audience takes time to think about whether the investment is right for them before they sign (or not) on the dotted line.
According to Google, to reach and win the ZMOT, your audience needs to spend seven hours with your content across 11 separate interactions in four different locations.
Content repurposing is an effective way to encourage this ZMOT in your audience, because it makes it so much easier to get your content out to the four different locations, boosting the chances of 11 separate interactions....
Find out more in episode 210, How Content Repurposing Can Help You Win the Zero Moment of Truth.
4. Touch all of the senses
People learn in different ways – some read, some watch and some listen.
Some people are way more visual and graphics appeal to them more than sentences. This is why, if you want to boost your audience and get the maximum ROI, repurposing your content into different formats is so important.
5. Gain authority and credibility
If you repurpose your content, you’re finding new and creative ways to communicate the same message. The more you talk about something, the more you get ‘known’ for it.
Reiterating your advice, points, and ideas and being consistent with your message allows you to demonstrate your knowledge and expertise and helps you build authority.
It’s such a great way to get people to know and trust you. Find out more about this in episode 179, ‘How Content Helps People Know, Like and Trust You’.
If you repurpose content effectively, you reach more people, generate more leads, and get more traffic.
Focus on quality over quantity by producing less but promoting, sharing and repurposing more.
So when you spend time creating a really good piece of content, you don’t say goodbye at the click of ‘publish’. Instead, it's just the start of the journey!
If you need a hand with your content repurposing, we can help! We offer fully done-for-you content repurposing services for video and audio content. Check out our services to see if they’re right for you.
If you are keen to find out how effective your content repurposing is, you can take our free content repurposing effectiveness scorecard. It’s a quick questionnaire and, when you’re done, you will receive a detailed report from us on how and where you can improve in order to get the maximum ROI from your content.
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