Repurposing content material is a good way to maximise the worth you get out of the ebooks, weblog posts, webinars and podcasts you create.

Making a advertising and marketing plan lays the inspiration on your development, however persistently producing content material and telling your story is the way you truly construct your model. By repurposing, you are able to do this extra effectively and successfully than if you happen to have been creating each piece of content material individually.

What’s Content material Repurposing?

Content material repurposing, often known as content material recycling or content material reusing, is a advertising and marketing technique that emphasizes presenting present content material in new codecs and distributing it via a number of channels. Repurposing allows content material creators to maximise the worth of their work and attain new audiences.

On this information, we’ll cowl the advantages of repurposing content material, easy methods to do it and which content material sorts are the perfect candidates. We’ll additionally share some real-world examples. However first, right here’s a narrative that illustrates the ability of repurposing:

In 2021, my first 12 months at York IE, we printed greater than 150 weblog posts. It takes loads of work to provide you with that many content material concepts and make them a actuality. Our technique was mainly, “determine key phrases that align with our core messaging and attempt to rank for as lots of them as attainable.” We have been creating each put up in a vacuum — along with dealing with the one-off posts that different workers have been creating, writing press releases, and so forth. It simply wasn’t sustainable.

Whenever you produce a lot content material, it’s onerous to present anyone piece all the eye it deserves — from creation and optimization to promotion and distribution — as a result of it’s important to transfer on to the following piece.

The following 12 months, we approached issues in a different way. We centered on creating two forms of pillar content material: month-to-month webinars and templates. Then we took these and repurposed them into extra content material (weblog posts, native LinkedIn posts, YouTube and social movies, and so forth.).

We ended up publishing 35 fewer weblog posts for the 12 months — a couple of 25% lower. However our annual site visitors truly elevated by 45%, and our natural site visitors greater than doubled.

Advantages of Repurposing Content material

Repurposing content material might help you construct credibility, attain a wider viewers and get essentially the most bang on your buck.

Larger Credibility

It’s so onerous to maintain your messaging aligned whenever you’re making a bunch of standalone items of content material. However if you happen to take long-form content material, corresponding to a video presentation or podcast, and also you slice and cube it into smaller items, corresponding to weblog posts and Twitter threads, they’ll all have constant messaging as a result of all of them circulate from the identical supply.

Whenever you ship a constant perspective to your viewers in new methods time and again, you start to turn out to be recognized for that perspective in your market — the last word objective of our drumbeat advertising and marketing philosophy.

Broader Attraction

I’m a giant social media individual. I don’t learn loads of newsletters, however I like scrolling via LinkedIn on the lookout for new concepts and recommendation. Numerous individuals love newsletters, although. Some favor blogs. Others immerse themselves in podcasts and movies.

In the event you solely publish weblog posts, you’re limiting your viewers to individuals who prefer to learn blogs. By repurposing content material, you can also make your messaging extra accessible to a bigger viewers.

Environment friendly, Organized Content material Creation

Content material advertising and marketing includes loads of transferring items. Irrespective of how organized you might be, there are issues out of your management. Writers miss deadlines. Material professional interviews fall via. Approval emails go unanswered.

And the extra particular person items of content material you intend, the extra these points compound, throwing your calendar into disarray.

Whenever you plan one massive piece of content material with repurposing in thoughts from the beginning, you possibly can eradicate loads of these issues. There’s extra upfront work that goes into producing an hourlong webinar or a 5,000-word e book, however as soon as the occasion is over or the e book is printed, you’ve gotten every little thing it’s worthwhile to begin creating content material.

For instance, final 12 months we turned one webinar into two YouTube movies, two social video clips, two weblog posts and 6 LinkedIn posts. It was July, and I used to be scheduling full, authorized, high-quality content material to be printed in November.

Higher ROI

Content material repurposing is extra environment friendly. It ensures each piece will get the promotion it deserves, as a result of distribution is baked into the method. In the event you can create much less content material and get extra site visitors, why wouldn’t you?

Which Content material Ought to I Repurpose?

You possibly can repurpose any sort of content material. Break up massive items and switch them right into a sequence of smaller posts. Or take a bunch of smaller items and switch them into a giant, premium product.

Listed here are a few of my favourite forms of content material to repurpose:

Giant Written Items

Ebooks, white papers and different longform content material are nice candidates for repurposing. A 5,000 phrase e book can simply turn out to be 5 or 10 weblog posts. And longform content material is normally organized into distinct sections or chapters, which suggests it’s simple to resolve easy methods to break it up.

From there, add the mandatory context to every part so it might probably stand by itself, embrace hyperlinks between the brand new items, and also you’re good to go.

Longform Multimedia

Webinars and podcasts can yield a number of smaller items of multimedia and written content material. The hot button is to plan for repurposing upfront so that you’re not poring over transcripts, attempting to determine easy methods to reuse what was mentioned.

Inside Communications

Look inside your organization’s personal partitions. Inside communications and different enterprise paperwork is usually a nice jumping-off level (or at the least function inspiration) for exterior advertising and marketing content material.

Up to now, we’ve turned a due diligence questionnaire response right into a weblog put up and turned a part of an investor replace right into a LinkedIn put up. We’ve even taken transcripts of staff technique calls and turned them into thought management items.

It goes with out saying that you may’t simply take these paperwork, reduce and paste them into your content material administration system and publish them. They typically include confidential or delicate materials that you may’t share with the world, they usually most likely want extra context for exterior audiences.

However they normally include broader insights that you may share together with your viewers. Make the most of this chance.

Previous, Profitable Content material

Do you’ve gotten a tweet or LinkedIn put up that carried out nicely this month? It is going to most likely carry out nicely subsequent month, too.

You don’t need to say the very same factor in the very same format, however small tweaks and modifications in presentation can maintain your content material feeling recent whereas hammering residence the identical general level.

And don’t fear that you simply’ll flip off your viewers by repeating your self. Repetition is the one approach to break via the noise and turn out to be recognized for one thing.

Find out how to Repurpose Content material

Listed here are a few of the finest methods to repurpose content material:

1. Flip ebooks and white papers into a number of weblog posts.
2. Use weblog sections as LinkedIn posts and Twitter threads.
3. Break webinars and podcasts up into YouTube movies.
4. Lower YouTube sound bites into social movies.
5. Write blogs primarily based on audio transcripts.
6. Create social graphics from charts.
7. Bundle up associated blogs as guides.

There are quite a few methods you are able to do it, relying on the kind of content material. For an instance, right here’s how we go about repurposing content material from our webinars, and how one can flip your webinars right into a content material engine too:

1. Plan in Advance

Give you questions that align together with your content material targets (focusing on particular key phrase phrases, constructing thought management, and so forth.).

2. Flip One Giant Video into A number of Smaller Movies

Lower the movies of every reply and put them on YouTube. Use the query because the title if it’s one thing individuals ask or search for lots.

3. Flip the Movies into Weblog Posts

Clear up and optimize the transcripts of every reply and publish them in your weblog. Embed the associated YouTube video in every put up.

4. Create Social Belongings

Lower the perfect sound bites into 30- to 60-second social video clips. Put the perfect quotes on graphics with the speaker’s headshot.

5. Flip the Blogs into Social Posts

Break every weblog put up up into smaller LinkedIn posts or Twitter threads. Publish them alongside the social movies and graphics. Hyperlink again to the weblog.

Content material Repurposing Examples

York IE CTO Mike Veilleux gave a webinar final 12 months on the trail to product market match. Following the steps above, we created two YouTube movies:

What Is Minimal Viable Product (MVP) and Viewers (MVA)?

Find out how to Place Your Startup’s Product

We then turned every video right into a weblog put up:

And we created a number of LinkedIn posts, corresponding to this one:

At all times Be Repurposing

Repurposing content material doesn’t must be an enormous course of.

It’s not all the time about planning an e-book or a podcast or a webinar and the way you’re going to interrupt that down into weblog posts after which the way you’re going to interrupt these weblog posts into LinkedIn posts and Twitter threads.

Don’t get me incorrect: That’s very priceless. But it surely takes loads of work.

Generally, although, content material repurposing is so simple as figuring out content material created for one goal and utilizing it for one more.

For instance, final 12 months Matt Shapiro, York IE director of investments, interviewed all of the founders in our most up-to-date funding cohort over Zoom. His preliminary thought was to incorporate the movies within the replace packet that we share with our traders.

However we may see the movies had extra worth, for a wider viewers. So we posted them on YouTube:

https://www.youtube.com/watch?v=videoseries

After which we realized that the founders’ solutions to the query “Why did you select to work with York IE?” offered some superb social proof. So we clipped these, added titles and captions and rolled them out on social media:

What makes or breaks a startup? It’s the individuals!

That’s why we’re so excited to spend money on @pieropoli and your complete Evorra staff. pic.twitter.com/uJEig6WlvU

— York IE (@yorkgrowth) August 17, 2022

At all times maintain your eyes peeled for brand new methods to make use of present content material. As soon as you know the way to repurpose content material, you’ll see alternatives all over the place.