20 creative ways to repurpose content
You’re browsing the web and have an idea for a next-level piece of content.
Or hey, maybe you’re riding the train or even taking a shower – wherever you do your best thinking. You go into the office and pitch it to your coworker – the first stakeholder.
From there, your initial conception moves on to your strategist, then through a series of adept researchers, talented content writers and editors, maybe even a graphic designer before coming back to you for sign off.
You’re thrilled with the result and publish it immediately. But then what?
If you think that all sounded like a lot of work, you’re right. Creating high-value content is no easy feat, which is why it’s important to get decent mileage from everything you produce.
That’s where repurposing comes in. That blog post you thought of in the shower can actually be used over and over in a number of ways, getting your message out there again and again.
What repurposing content isn’t
Repeat after me: repurposing does not equal resharing.
There are benefits to resharing your content. Buffer identifies three:
- Increased traffic – up to 75 per cent more per retweet,
- The ability to reach new time zones …
- … and new followers.
That said, resharing is kind of like nagging your partner or your kids – you have less impact the more you do it. Once you’ve reached your target audience, it’s important to draw the line between promoting and spamming. While you can get plenty of traction out of a piece of timeless evergreen content, your social media strategy shouldn’t hinge on it.
Repurposing content isn’t ‘cheating’ either, you grade school thinkers. You’re still producing original content – something Google loves – just by working smarter, not harder. In fact, because you’re doing more with what you already have, you’re freeing up time and resources to create new stuff.
Beyond that, there are few restrictions. Repurposing is such a straightforward strategy, it comes as a surprise that so few of us do it. Only 17 per cent of SMB marketers regularly repurpose their content, 31 per cent do sometimes and 51 per cent say never.
Ready to give repurposing a go?
Or maybe you’re already giving it a go on your own. Either way, it’s important to have fun and make meaningful changes to your work.
This comes back to the idea of spamming. You can’t put lipstick on a pig, and if you routinely make superficial changes to your content, users will notice and interest will drop off.
That’s why we’ve come up with this list of 20 creative ways to repurpose content, your complete guide to getting the most value from whatever content you’ve got lying around.
WHAT TO DO WITH OLD BLOG POSTS
1. Turn blog posts into Ebooks
Everyone’s got a blog. In fact, 53 per cent of marketers say blogging is their number one inbound marketing priority. Fewer people, however, produce high-value content, such as Ebooks.
Ebooks are all about more – more ROI, more targeted leads, more traffic, more engagement, more value, but also more work. Fortunately, having a blog going can slash your workload significantly. Visit your archives and identify themes. Do you have a handful of articles on one topic? Did they perform well? This is the recipe for a great Ebook opportunity.
Check out our step-by-step guide for the details.
2. Take a listicle and expand on one point in its own piece
List articles are a hotbed of article inspiration. Take a look at some of your top performing listicles – does a certain point stand out? If so, expand upon this copy in a separate blog post that backlinks to the original article.
This list piece, for example, could easily lend itself to a breakout piece on any one country.
— Listicle (@listicleco) April 13, 2018
This strategy can be used similarly with a particularly interesting fact or piece of information. If you cited a report, for example, without going too deep into it, why not revisit the source and see how it can be used for future articles.
3. Make a resource kit
Resource kits are big in the B2B sector, particularly if you have a complex offering.
If you’ve written how-to pieces and guides for your blog, identify those around a particular product or service and compile them in a resource kit. You’ll also want to include other relevant media, such as whitepapers, manuals, images and webinars.
Added bonus – no rewriting necessary. With resource kits, you aren’t trying to change the content, you’re simply putting it in a more accessible, convenient place for your users.
— Mailjet (@mailjet) March 28, 2018
4. Create a newsletter
Love the sound of repurposing with minimal rewriting? Well, here’s another tip for you: create an email newsletter that summarises and drives traffic to your most recent blog posts.
Yes, there is some writing involved, including an introduction and a catchy hook on each piece, but you can even repurpose these from the articles or meta descriptions.
Having a blog and not sending the content out to your mailing list is like setting a trap and not putting any bait in it. You’re expecting users to simply stumble upon your content and missing out on a golden promotion opportunity – segmented and targeted emails generate 58 per cent of all revenue.
5. Make a series
Like a list article with one juicy point, sometimes there’s more to be done with a blog post. Creating a series is a great way to tell the rest of the story. Using the original article as your ‘first edition,’ you can boost traffic and foster engagement by writing a multi-article series about a particular topic or theme.
Say, for example, you’re a real estate agency offering property management services. You wrote an article addressing a question landlords often have and the response was great. Don’t stop a good thing! Create a blog series called ‘Landlord FAQs’ covering a range of issues your customers run into regularly.
Your readers aren’t the only ones who benefit from the series. Knowing what to write each week is a plus for you and your team as well.
6. Update facts and information
Here’s the really good thing about evergreen content: it can be reshared for years to come. Not based on trends or fads, evergreen pieces will always be valuable.
That doesn’t mean, however, you never need to go in and make adjustments. If you have an evergreen piece of content you’d like to bring back from the archives, be sure to dust off the cobwebs first and update facts and information. Replace old sources with new ones and ensure everything you said then is still accurate now.
Revisiting these posts is also a good opportunity to enhance them by writing a bit more, mixing up the formatting or embedding rich media.
BREATHE NEW LIFE INTO EBOOKS AND WHITEPAPERS
7. Create social snippets
Aptly named, infographics are where information meets design. Amazing for boosting engagement, infographics are absolutely worth investing your time and resources into – but they’re also a lot of work.
Instead, use small images to promote your latest asset. Pull the most compelling quotes and statistics from your content and match them with correlating images. Then, share these snippets across various social platforms to promote your Ebook or whitepaper.
No graphics experience necessary – tools like Canva make it easy to create professional custom images.
8. Turn how-to content into a tutorial
People love video – you could even say that they’re obsessed with it! The hottest content around, Social Media Today predicts that by 2020, video will account for 80 per cent of all consumer internet traffic.
And what kind of videos do people love most? While Justin Bieber is right up there, YouTube searches for ‘How to’ grew by 70 per cent from 2014 to 2015.
Get in on the action by turning you how-to content into a tutorial. This is a particularly effective method for conveying highly technical information. Pull the images, copy and screen captures directly from your content to repurpose effectively.
9. Make a slideshare
There are admittedly few ways to turn complex, B2B content into something visually appealing and engaging. Slideshare, however, is one of the best.
This indispensable tool from LinkedIn makes it easy to create attractive slide presentations and equally easy to share them with a massive audience – SlideShare receives 70 million unique users each month.
For more tips on repurposing content using SlideShare, check out our full post.
The highest-value content we create is often the stuff we never bother to repurpose. That’s because it can be tricky to push something like an Ebook or whitepaper any further.
There are ways, however, including building an online course. Online courses are very popular but difficult to produce. Fortunately, when you’ve already got the majority of the content in place, you simply need to give it a new spin and convert it into study material.
— HubSpot Academy (@HubSpotAcademy) November 14, 2017
11. Write blog articles for each Ebook chapter
Blog articles are great Ebook inspiration and the same is true in reverse!
In any Ebook there are countless blog articles waiting to be written. Peruse your book and see which topics could be explored on your blog. This might mean writing a blog post around each chapter or simply pulling out certain insights and exploring them more.
Not only is this a good way to find ideas and repurpose your copy, it’s also a golden opportunity to promote your Ebook even more by linking to it in your blog CTAs. A quick ‘For more insights, download our Ebook’ is a great way to get more eyes on your asset.
GET EXTRA ROI ON INFOGRAPHICS
12. Amplify over social – in a big way
Let’s be clear – repurposing is not to be confused with overamplification. That said, there are ways to genuinely repurpose infographic content in order to share it over social media. The most obvious being to capture parts of the infographic and turn them into the social snippets we described above.
You could also:
- Turn images into a Pinterest board,
- Tweet about each fact – with a snippet,
- Use the infographic in reference to related news stories,
- Use the infographic as the basis of a webinar on Facebook Live,
- Break the infographic into sections for use on ephemeral platforms like Snapchat or Instagram stories.
The annual Australian Bureau of Statistics (ABS) report on the number of schools, students and staff across Australia has been released. In this infographic, we look at some of the latest figures. https://t.co/l5ehYojUqk pic.twitter.com/V700rw8bYr
— Teacher ACER (@teacherACER) April 12, 2018
13. Blog about each fact and data point
Infographics are rich with data and stats, each of which could be turned into its own unique piece.
Expand upon each point, writing a blog article around that fact or the source it came from. Elaborate with additional research, fresh insights and a new angle. Then, accompany the piece with a snippet of the original infographic.
For example, how many headlines could you pull from this infographic on marketing to millennials?
The Psychology Behind Getting Millennials To Love Your Brand https://t.co/ayYWv8kMv2
— Daily Infographic (@DailyInfographc) April 10, 2018
14. Convert into a SlideShare
An infographic is a SlideShare waiting to happen. The best, most compelling slides are engaging statistics (or quotes) coupled with strong images, which is essentially what an infographic already is.
Take your infographic, break it apart, supplement other information and boom – you have a SlideShare presentation.
EXPLORE AUDIOVISUAL OPTIONS
15. Make a podcast
Have good content? Can you read aloud? Well, then you already have what it takes to make a podcast.
Extensive research shows readers are skimming and scanning your content. Among the grimmest reports is that 55 per cent of users spend just 15 seconds on your page. So if you can’t keep their eyes on page, why not try their ears?
Podcasts won’t just attract auditory learners, either. Many people like to listen to podcasts in situations where they simply can’t read – such as while driving or walking.
16. Host a webinar
You’ve heard all about webinars – how they’re a great way to foster engagement, build a prospect list and generally boost your brand. You’re at a loss, however, on what you’d ever teach one on.
Well, begin by looking at the content you already have. Like we said earlier, if you know enough about a subject to write high-value content on it, you definitely have the authority to teach about it.
Pore through everything you have on file – from Ebooks and whitepapers to blog content and infographics. This is your webinar material. Then, examine your human resources. Who in your organisation has a particular niche or expertise that would be well suited for this content? Bribe them to be your online teacher and you’re ready to host.
17. Create a video
Converting written content into video isn’t easy and it isn’t cheap. It is, however, almost always worth it. This, of course, is due to the worldwide obsession with video content.
The time is now to start producing videos and, fortunately, you don’t need to start from scratch if you already have plenty of written material. The right content can easily be arranged to support a storyboard.
If you’re new to video marketing, work with someone who’s experienced, as professionalism is a must. There are free tools, however, if you do want to get started on the DIY route.
EMBRACE USER-GENERATED CONTENT
18. Reach out to the user for an interview
When you want to maximise your reach – but not your spend – UGC is your best friend. The obvious reason being that it’s totally free!
The people behind UGC are your fans. Unlike paid influencers, they’re happy to post about your brand for nothing at all. Therefore, when you identify these people and discover UGC about your business, seize the opportunity with both hands.
When a strong piece of UGC comes across your desk, reach out to that person to see if you can take their content a bit further. An Instagram post bragging about your business, for example, could be the perfect basis for a testimonial piece. Reach out to the user and ask them why they decided to share? What they like about your brand? How their experience has been.
A staggering 88 per cent of consumers trust online reviews as much as recommendations from a friend. Testimonials from real-life customers (who you already know like you) are simply too good an opportunity to miss.
19. Turn customer testimonials into video testimonials
Already have testimonials? Perfect – turn them into videos.
This is a super easy way to repurpose UGC as the script is there already there. Reach out to the people who have written testimonials and ask them if they’d mind recording their thoughts on camera. While the video should be based around their written words, there’s no need to read verbatim. In fact, the piece will seem much more authentic if you allow your stars to improvise.
Pro tip – keep it short and sweet. While it’s nice to introduce the customer, you want to focus primarily on the benefits of your products and service. Keep in mind that more than half (56 per cent) of videos produced in the last year were less than two minutes long.
20. Create a case study
What’s one step better than a testimonial in showing off what your brand can do? A case study of course!
If there is a real success story behind any of your brand’s UGC, take it a step further and create a case study. Working closely with satisfied customers, you’ll be able to tell the story of how your organisation offered the right solution – and create a piece of super high-value content at the same time.
Keep in mind that case studies need to be backed by hard data and analysis, so choose users who can provide tangible evidence of the benefits they received working with you.
There you have it – 20 straightforward, creative ways to work smarter, not harder.
When you’re repurposing content, make sure you work closely with your strategy team and review analytics reports carefully. You want to make sure your repurposing is in line with your overarching content strategy – and it’s essential you put your repurposing efforts towards content that’s likely to perform well. If, for example, a blog post fared poorly, chances are it won’t make a very good Ebook either. Repurposing will be in vain if you end up wasting your time and resources.