Are you regularly creating one type of content, such as infographics, blog posts, videos, podcasts, or presentations? If so, then you have the potential to generate even more content types through repurposing the content you are already creating. In this post, we’re going to look at the ways you can take one base piece of content and turn it into even more.
So why should you repurpose content, you ask? For starters, it can help you reach new audiences. For example, if you took a tutorial-style blog post and turned it into a video, you could upload that video to reach YouTube and Vimeo audiences. Or if you took a Google+ Hangout and extracted the audio into a podcast, you could upload that to iTunes and reach the podcast-loving audiences.
Another reason to repurpose is to get more mileage from the content you develop. Let’s say that you outsource your content development, and pay $1,500 to get an infographic developed. If you don’t do anything else with that infographic, then you will have spent $1,500 on one piece of content. If you cut up that infographic to be part of a video and a presentation on SlideShare, you’ve now spent $1,500 on three pieces of content. That makes it more bang for your buck!
Some businesses find that they are not getting a lot of business from the one type of content they create. If this sounds like your business, you can start experimenting with a new content type without having to start completely from scratch. If your YouTube channel isn’t thriving, for example, you can use the topics and transcriptions from your videos and turn those into blog posts first.
Last but not least, having repurposed content means that you can keep sharing it again and again. You might drive your social media audience nuts if you keep sharing a blog post link, but if you share a blog post, then a video, and then an infographic, you will connect with even more of your audience. Plus, those that see all three shares will see something unique each time.
Content Types to Repurpose
Without further ado, here are the top types of content businesses create and some ways repurpose each.
Chances are, if you are doing any content marketing, the primary type of content you’re developing is blog content. Written blog content is extremely versatile and can be repurposed into just about any other content type, including the following.
- Ebooks – Have a popular series on your blog? Take your posts, organize them, and turn them into ebooks. You can use these as lead magnets for your mailing list, or to drum up exposure for your business by adding them to the Amazon Kindle Store.
- Whitepapers – Whitepapers are longer than blog posts and shorter than ebooks. They can also act as lead magnets and gain publicity.
- Social Media Posts – Since LinkedIn has introduced their own professional publishing platform and Facebook’s latest page redesign now includes notes in the sidebar (see the Facebook for Business page), it means that you will want to consider content for your social media profiles beyond just short status updates. Take your longer blog posts, break them into parts, and then publish shorter versions on LinkedIn and Facebook.
- Videos – Do you have a lot of tutorial-style blog posts? Start turning those tutorials into videos. Depending on your business, you might not even need to be in front of the camera – a simple screencast would suffice. Or you could use tools like GoAnimate to create animated versions of your blog content.
- Podcasts – If you’re good at speaking, then turn your blog content into podcast content. Aside from tapping into the podcasting audience, you can add your podcasts as an audio version of your content for those who come to your blog and would rather listen than read.
- Infographics – If you like to share statistics, then turn that data into infographics that can be shared with the blog post and separately on networks like Pinterest, Flickr, infographic directories, etc. Sites like Infogr.am and Piktochart make it easy for non-designers to turn data into shareable infographics.
- Presentations – Break blog posts down into smaller points, grab a great image for each point, and turn them into PowerPoint presentations. Then upload them to SlideShare for new audience exposure.
Depending on the type of video content you create, there are many options for repurposing it. Here are some specifics.
- Podcasts – If your video’s audio could stand alone (think TED talks, interviews, Google+ Hangout panels, etc.), then definitely separate it and turn them into audio-only podcasts that people can take with them on their smartphones and iPods. If not, turn them into video podcasts that they could still take with them, but just not listen to in the car.
- Transcriptions – Consider turning your video transcription text into blog content, whitepaper content, and ebook content. Supplement with images (even good screenshots from your video will do) when needed. If you can’t hire someone to do the transcriptions, you can get a very rough text based version of your videos from YouTube’s Transcript tab, which can be found beneath any YouTube video next to the “Add to” tab.
- Presentations – Similar to what you would do with a blog post, break your longer videos up into smaller points, grab a great image for each point, and turn them into PowerPoint presentations to submit to networks like SlideShare.
Podcasters – there are great content opportunities outside of iTunes! Here’s what you can do with your podcasts.
- Videos – If you have video podcasts, then it’s a no-brainer to put them on YouTube to get a huge boost in audience. If you have audio-only podcasts, think about ways to translate that content to video.
- Transcriptions – Similar to what you would do with a video, consider turning your podcast transcriptions into blog content, whitepaper content, and ebook content.
- Presentations – Break your podcasts up into smaller points, grab a great image for each point,and turn them into PowerPoint presentations to submit to networks like SlideShare.
For those who regularly create presentations for conferences, clients, and colleagues, here are some ways to turn those presentations into even more content.
- Blog Posts, Whitepapers, and Ebooks – Expand upon the points within your presentations and turn them into blog posts (for short presentations), whitepapers (for technical presentations), and ebooks (for longer presentations).
- Videos – There are several options to turning presentations into video. You can stand up and record you doing the presentation, you can just voice over the presentation slides, or you can voice over more dynamic slides by converting your presentation into a Prezi.
- Podcasts – Once you create a video version of your presentation, you have the option to strip the audio and turn it into a podcast, or you can upload it as a video podcast.
Marketers love infographics thanks to their sharing potential. Here’s how to get even more out of them.
- Blog Posts – Be sure to share your latest infographics in a blog post with additional information as opposed to just on a separate page on your website.
- Images – Are there parts of your infographic that can stand alone? If so, upload those parts as separate images on networks like Flickr, Pinterest, etc. As a bonus, share them as Creative Commons images for those who might want to embed part of your infographic, but not all of it.
- Videos – Services like Infogr.am are launching the first video infographic creator. You can use this to leverage your infographic with YouTube and Vimeo audiences.
- Presentations – Divide up your infographic into smaller parts and make each one a slide for a PowerPoint presentation that can be submitted to networks like SlideShare.
Last, but not least, if your business is publishing ebooks, you can divide up the content in a multitude of ways that can help you reach more audiences and promote your ebooks.
- Blog Posts – Take out certain topics from your ebook and turn them into blog posts as teasers / previews for your ebook.
- Podcasts – Likewise, take out certain topics from your ebook and turn them into podcasts.
- Videos – Create video content from certain topics within your ebook, or create a video commercial for your ebook’s promotion.
- Presentations – Take the strongest points of your ebook, or points that would lead people to get your ebook, and turn them into PowerPoints to submit to networks like SlideShare.
The Next Steps…
If these ideas have inspired you to repurpose your content, get started by doing the following.
1. Take an inventory of your content.
Create a simple spreadsheet where you list URLs to the content you have (blog posts, videos, etc.), titles, and ideas on how to repurpose each piece of content.
2. Determine who will repurpose each type of content.
Find out who in your business is strongest at specific content types, and see if they are interested in repurposing the content.
3. Plan how you will release your newly repurposed content.
Like most content strategies, you’ll need a plan for success. Think about how you will release and promote your newly repurposed content. Will it be a video or podcast a week? Blog posts three times a week? Monthly presentations? Set up a calendar, release accordingly, and make sure everyone is promoting it!
How do you implement repurposing content in your content marketing strategy?