One term you are starting to hear more of in the world of online business is Repurposing. It’s really not new though – I’ve been talking and writing about it for years! You create content for social media, for your blog, your webinars and more. All this content creation can become overwhelming at times. To manage the load, start repurposing now. Repurposing allows you to get more mileage out of each piece of your content.
Another reason to repurpose your content is that it has a very short productive lifespan on the internet. As shown in this graphic:
So where do you start?
Review Your Current Content
The first step in repurposing your content is to take stock of what you have. In my work with entrepreneurs, they frequently tell me they have “a ton” of content. So I’m excited to get started making it work for them and then I hear, “But I need to find it.” Did you feel my high spirits just crash? So let’s start at the starting line:
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Dig all of your content out of your hard drive and have a look at it. Here is what you need to consider for each piece:
- What content is completely out-of-date and can’t be salvaged?
- What content needs to be edited or added to?
- What content can be kept as-is (in other words, it’s as relevant today as when you wrote it)?
- What topics haven’t you covered that you could cover now?
Evaluate Which Past Content Performed Well
You should also review your past published content and look at which content performed the best. In other words, which content got the most engagement in terms of traffic, comments, shares, and so on. Take a good look at this content and ask yourself why it performed so well. Use this information to create new content. This high-performing content should be given first priority in repurposing. It worked before and it’s likely that it will work again.
By now, you should have a decent list of content to start repurposing.
Here is how you can repurpose past content:
- Keep your blog posts effortlessly bringing your target audience from your social media platforms to your website for an entire year with Missinglettr.com.
- Pull key ideas from your longer content to create social media content.
- Pull key ideas from your content to create motivational graphics. Do you have a tip or quote that you can place over a relevant image? You can then share the graphic on your blog and on social media sites.
- Use key ideas to create a video. This can be particularly effective if you have a report, eBook, or online learning program. You can simplify the information and use the video to motivate purchases.
- Combine short pieces from relevant content to create a live event, eBook, or online learning program. You’ve probably already published enough information to create a fuller product. Blog posts can be pulled together to create a report. Reports could be compiled to create an eBook or a downloadable course.
- Record live events and have them transcribed to create tons of written content that can be used in your newsletter, blog posts, or for downloads.
- Explore how you can present old content in a different format. For example, product reviews could be used to create a product comparison.
The list of ideas is extensive and with proper planning and attention, you can repurpose just about every piece of content you’ve created. The key is to make small changes to your content so that you’re providing relevant information and value to your audience.
Having a repurposing strategy is just one way to take your content marketing to the next level. It makes the most of your assets and saves you valuable time, energy, and money.