20 Creative Ways To Repurpose Content

As a marketer, you positively have quite a lot of work to do (and never sufficient time to get it completed). You may additionally really feel sometimes struck by author’s block in terms of creating contemporary, distinctive content material.

Given these challenges, you are at all times trying to find methods to make your job simpler whereas persevering with to provide high-quality content material on a daily schedule. Luckily, content material repurposing is right here to take a number of the weight off your shoulders.

At first look, content material repurposing could seem to be a technique to cheat the system, but it surely’s not. You’re transforming your present, high-quality content material and presenting it in a distinct type on new channels. On this publish, we’ll cowl the fundamentals of content material repurposing, define the advantages it may possibly deliver to what you are promoting, and talk about particular methods to repurpose content material you’ve already created. We’ll additionally speak about the best way to create new content material with future repurposing in thoughts.

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As I discussed above, content material repurposing would possibly really feel like a cop-out when you’re unfamiliar with the technique. You don’t need your audiences to really feel like your content material is repetitive, or that you do not care about creating distinctive content material on each channel. You additionally might imagine that content material repurposing means taking one thing that another person has created and remodeling it to suit your model message. Content material repurposing is neither of these items. You’re not being repetitive, you’re utilizing content material you and your groups have purposely created, giving it new life, and making certain that each one segments of your viewers can acquire worth from what it’s important to provide.

For extra readability, let’s briefly go over what content material repurposing is and what it isn’t.

Content material repurposing is…

Content material repurposing isn’t…

Sharing an outdated weblog publish that you simply’ve up to date with new, related knowledge and thought management quotes.

Sharing an outdated weblog publish in your Twitter profile with out updating content material for relevancy and easily altering the outline. (This might actually be seen as lazy.)

Taking heavy-hitting key statistics from an E-book and creating an infographic to publish on Twitter.

Taking a information article from one other web site and enhancing it to suit your model or enterprise picture.

(Technically this may very well be repurposing, but it surely’s principally stealing.)

Creating video clips of podcast recording periods to publish on Instagram to generate hype and pleasure for an upcoming episode.

Posting a marketing campaign on completely different social media channels. (This isn’t repurposing, it’s cross-channel advertising.)


Why ought to I repurpose content material?

When repurposing outdated content material, or creating new content material with repurposing in thoughts, you’re saving your self time. You have already got the information to level you in the direction of high-performing items of content material to reshape and redistribute, otherwise you’re already within the course of of making a weblog publish that you recognize will do properly as a podcast episode, quote snippet in your Instagram account, or a part of an E-book assortment.

Repurposing content material may doubtlessly provide you with an SEO boost. When you have multiple pieces of content centered around similar targeted keywords, search engine crawlers will generally recognize you as a source of authority. You’re not just creating content for the sake of it — you’re putting out valuable resources, in multiple different forms, that provide value to your users.

Additionally, repurposing content helps you scale, both in terms of content amount and audience reach. Simply creating a blog post gives you a presence, but creating a blog post that can be turned into an email newsletter or a how-to YouTube video gives you three different types of content in one, and a presence on three separate platforms with three separate and diverse audience groups.

The HubSpot Academy’s free content repurposing mini-course discusses the advantages of content material repurposing in additional depth when you’re serious about studying extra.

Given the advantages that it may possibly deliver to your advertising efforts, let’s go over numerous methods to repurpose your content material.

Find out how to Repurpose Content material

As talked about above, repurposing content material means taking one asset and reusing it elsewhere. In case your objective is to repurpose present content material for various channels, begin by having a look at your metrics. Pay attention to what has carried out properly, and brainstorm methods to proceed to supply worth to your completely different goal audiences with the identical content material in numerous kinds.

For those who really feel as if there’s no potential technique to repurpose the content material you’ve got or can have, there most likely is an answer. We’ll go over some choices under.


How To Repurpose Weblog Content material

For those who run a weblog, you probably have a major quantity of high-quality weblog posts. Whereas it could not seem to be there’s a technique to convert your text-heavy items into completely different codecs, there are actually methods to take action.

1. Create a YouTube video.

How-to posts are nice to transform in to visible guides on YouTube, particularly with graphics-heavy items. Suppose you’re a enterprise that coaches salespeople on mastering a gross sales name. You possibly can write a script to incorporate in a weblog publish, but it surely is also transformed right into a YouTube video the place an precise salesperson runs via the script.

2. Create a SlideShare.

This is among the simpler methods to repurpose your weblog content material, as you’re merely changing it into presentation type. Determine a chunk of high-performing content material, and reproduce it right into a SlideShare. SlideShares are useful as a result of they’re simply shareable, and it introduces audiences to your phrases in a distinct, palatable manner. Plus, shows help you incorporate different graphic components that aren’t at all times current in long-form weblog posts.

Copyblogger, a content material advertising firm, went this route with one among their high-performing blog posts, as proven within the picture under.

repurpose blog post into a slideshare presentation example3. Create an infographic. 

Have a weblog publish filled with statistics or knowledge? Take into account creating an infographic.

Shoppers recognize visuals, so making a abstract of essentially the most hard-hitting statistics out of your posts is a brand new, participating technique to give that means to your content material. You possibly can place these infographics throughout the weblog publish, however they may also be repurposed and posted on social media (which we’ll cowl under).

4. Create an book.

Creating an book is a superb choice for long-form weblog content material that gives academic worth to your viewers. In your weblog publish, you’ll be able to contact on particular key components of your topic and provide the book as a extra in-depth dialogue of the content material you’ve created. Search Engine Journal, a widely known search engine optimisation useful resource, went this route with their weblog publish sequence about Content material Advertising and marketing. They’ve ten free-to-access articles concerning the topic however provide a more in-depth ebook guide.

repurposed blog content into an ebook example from search engine journal

5. Extract thought management quotes.

Do you usually recruit business consultants or thought leaders to contribute to your items? For those who do, you recruit these folks as a result of you recognize they’ve helpful perception (and your viewers will suppose in order properly). Take heavy-hitting quotes from articles and publish them in your social media accounts, create infographics, or use them as snippets in e mail newsletters. Right here’s an instance from the HubSpot Academy Instagram account.


6. Create a podcast episode. 

In the identical vein as extracting quotes from thought management or business chief posts, take into account creating podcasts out of those high-performing posts. You should utilize the copy as a script, invite thought leaders again for extra in-depth discussions of the perception they’ve given for the posts, or just talk about the weblog publish in its authentic type.

So, there are numerous methods to repurpose your text-heavy weblog posts to offer them new life and expose their content material to completely different audiences. We’ve briefly talked about it above, however we’ll cowl extra examples of repurposing content material for social media under.


Repurposing Content material for Social Media

Social media websites can accommodate many alternative content material varieties, lots of which will be repurposed out of your present content material. Let’s go over six choices under.

1. Use outdated pictures as publish backgrounds.

Have high-quality visuals that you simply’ve solely used as soon as? Strive utilizing  them as publish backgrounds. So long as you’re following the Instagram size requirements, you can use these images as the background for quotes you extract from blog posts or simply post the images on their own to draw audience attention to a past project.

2. Post snippets of existing video content.

Do you have YouTube videos or any type of business-related video content? Post snippets on social media.

Most platforms allow you to post video content, so if you edit it down to fit within their video-length requirements, you can easily repurpose a video for each of the platforms you have a presence on. If you’re hesitant to go this route, or new to video overall, consider the following stats from Wyzol: 86% of video entrepreneurs say that video has a excessive return on funding (ROI), and 85% of companies already use video as a advertising device.

3. Publish user-generated content material.

Person-generated content material will be something from evaluations in your product pages to one-off tweets from a happy buyer. Though it could seem to be these solely present worth of their authentic channel, they are often repurposed for social media. Right here’s an instance from magnificence model Black Lady Sunscreen the place they’ve used buyer evaluations in an Instagram video for a brand new product launch.

Right here’s an instance from Starface, utilizing their Twitter account to Retweet buyer testimonials.

4. Repost social media content material out of your different profiles.

It could appear quite convoluted, however you’ll be able to repost content material out of your social media profiles to your different social media profiles.

This might appear to be taking a screenshot of a Fb publish to share on LinkedIn, an image of a YouTube thumbnail to advertise a brand new video in your Instagram Story, or a screenshot of a Tweet in your Instagram web page. Right here’s an instance of the latter from Stacey Abrams, former Congressional Consultant and Atlanta-based activist.

5. Create new infographics.

As talked about earlier than, creating infographics from your existing content is a valuable repurposing strategy, especially when it comes to data.

While your audience can read about your findings in blog posts or ebooks, data visualizations, and visualizations in general, increase the impact of your words. Your audiences quite literally get a picture of the significance of the information you’re giving them, and images are more likely to be retained. In fact, images are 65% more memorable after a interval of three days.

The publish under is an information infographic from the HubSpot Instagram account.


6. Extract quotes from present content material.

I discussed this earlier on, however the technique of extracting quotes from top-performing content material, particularly once they include perception from business leaders, is especially impactful on social media channels like Instagram or Twitter. Extract these quotes, create social media posts, and re-use them on all of your favourite social platforms.


How To Repurpose Webinars and Movies

Webinars and videos are unique forms of content. They’re an exciting way for your users to connect with what you have to offer, but, unfortunately, they aren’t always accessible to all members of your target audience. Thankfully, there are ways to repurpose them so everyone can benefit from what you have to offer. Below, we’ll go over how to repurpose video content to meet the different needs of your audience.

1. Create text transcripts of your videos.

One of the easiest ways to ensure that your videos and webinars are accessible to everyone is to create transcripts. While you can certainly create captions for your content, creating transcripts creates an additional way for your audience members that use Assistive Technology to enjoy what you have to offer.

2. Turn video transcripts into blog posts.

Another benefit to creating transcripts is that they can also be repurposed as blog posts. If you create a scripted video that follows a logical structure, a transcript likely won’t need much editing before it can become a blog post. For example, Moz, an SEO tool, produces a weekly video series called Whiteboard Friday. Each video is its own piece of content but they also use a transcription tool to turn the videos into blog posts.

3. Create a podcast episode.

Other than accessibility strategies, it’s also possible to repurpose webinars and movies into podcasts. Merely extract the audio file, use your most popular device to scrub it up (right here’s a guide from Adobe), and publish it in your most popular podcasting platform.


How To Repurpose Podcasts

Many small-to-medium-sized companies have only in the near past begun using the podcast wave. For those who’re new to podcasts, otherwise you merely desire a refresher, take into account trying out HubSpot’s information to starting a podcast for your business. The useful resource will train you the best way to construct your feed, arrange content material, and market to your target market.

hubspot free guide to creating podcasts

Podcasts are distinctive in that they permit creators to attach with their viewers on a private degree, as hosts humanize a model or enterprise with their very own private experiences and anecdotes, usually with lighthearted conversations. Podcasts are additionally an effective way to achieve youthful audiences, particularly Millennials and Technology Z. Given this, let’s go over a number of methods to repurpose your podcasts to achieve wider audiences.

1. Report your podcast periods for social media.

One of many attracts to podcasts is that they really feel human. Use this to your profit and take into account taking video of your recording periods. When you’ve got upcoming episodes, you’ll be able to launch video snippets on social media to generate pleasure in your viewers, or just publish snippets of current episodes. Queen Enterprise, a podcast created by Black girls for Black girls, does this and posts their snippets on Instagram. They invite well-known company to take part within the podcasts, which provides a component of pleasure to their listeners and followers.


You may as well publish full-length periods on YouTube, or create smaller video snippets of heavy-hitting sections.

2. Pull out quotes for social media.

This has been talked about a number of instances, however pull out related quotes for social media, particularly in case you have invited company in your present. Quotes from business consultants or celebrities that your viewers look as much as and consider as helpful sources will be posted on completely different social media platforms, and even inside your weblog posts.

3. Create transcripts of your podcasts.

Simply as you’ll be able to in your movies and webinars, you’ll be able to create transcripts of your podcast audio for accessibility functions and for weblog posts. Nevertheless, it’s necessary to notice that the podcast audio could require extra enhancing than a scripted video or webinar if the conversational tone of your episodes doesn’t mirror your running a blog model.

4. Embed your podcasts into your weblog posts.

Virtually something will be embedded as of late. Not solely does it enable you share completely different types of content material, but it surely’s an effective way to supply further worth and context to your customers. For those who’re a HubSpot CMS person, you’ll be able to embed podcasts episodes immediately into your weblog posts. Right here’s an instance from a HubSpot weblog publish.

repurpose podcasts by embedding into blog posts example


Repurpose by Updating Older Content material

Let’s face it: issues change.

May a few of your older posts use updating? Most likely. There could also be new developments or recommendation you’ll be able to share on a subject you’ve already written about previously. So, take your outdated publish, make some changes and additions, and re-publish it. You shouldn’t need to do a whole overhaul,(though that’s additionally an choice)  simply ensure that it appeals to as we speak’s viewers.

One other trick is to research your content material and establish top-performing weblog posts. For those who discover {that a} weblog article isn’t as up-to-date because it may very well be however remains to be producing a ton of site visitors, leads, or is rating extremely for a aggressive key phrase, don’t publish as a brand new publish.

As an alternative, replace the content material throughout the similar publish so you retain the prevailing URL and SEO value, and promote the updates you’ve made. Some blogging platforms even allow you to change the publish date, enabling to display it on your blog as a brand new post.

It’s also worth considering updating (or adding new) calls-to-action to articles that are still generating traffic to increase lead generation potential.

You can do the same with Ebooks. Whether you’ve published it last year or five years ago, make some refreshing updates and re-promote it! This will save you the time of creating a blog post or Ebook from scratch while you still obtain the benefits that a new Ebook has to offer.

Should you choose to go this route, consider using UpContent to create e mail digests and social media posts to share up to date, high-performing items along with your viewers (displayed within the gif under).

upcontent social media scheduler tool demo

Leverage Your Current Content material to Drive Additional Engagement

All-in-all, as a content material creator, you do what you do as a result of you recognize you’ll be able to present worth to your audiences. Sadly, creating high-quality content material doesn’t simply occur in a single day. It takes time, care, and sources — which may generally be a tedious course of.

Repurposing your present content material isn’t meant to be an alternative choice to creating new content material, however quite a supplementary technique. You possibly can proceed to create new content material whereas on the similar time giving new life to your present, high-quality items and offering your viewers with related, timeless data.

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