Picture this: you’ve spent hours and hours researching, writing and designing your latest ebook. You’ve promoted it on social media - with budget to give it that extra kick - and it’s been really successful.
But that’s it. Your beautiful eBook just kind of sits there, on its landing page, gathering dust.
Sound familiar? What if I told you there were tons of ways you could reuse this content, without having to completely re-do it?
Repurposing your content is a great way to maximise its lifespan and re-engage your audience. You’re giving them content you know they’ll love, that takes nowhere near the time and work a full ebook or webinar would take.
Derek Halpern from Social Triggers takes a similar approach. He says: “You don’t have to create content, day in, and day out. You just have to work on getting the content you already have… in the hands of more people.”
Don’t get me wrong, we’re not telling you to send out the same content again and again. What’s the point in that? Just be aware that there are so many cheaper, faster and more creative ways to get your content into people’s hands...
Why should I do this?
Repurposing content can help your business achieve maximum exposure and increased traffic at a faster rate.
Think improved organic visibility and a much needed SEO boost.
Having multiple pieces of content around one topic boosts your SEO for the target keyword. And if you link these pieces of content back to each other, you’ve got yourself the beginning of a great internal linking strategy.
This best practice helps spread your link juice and boost page views, all while increasing time spent on site - win win!
The rule of seven
You’ve probably heard of the rule of seven; it’s the theory that says a prospect must hear your message a minimum of 7 times before they take action.
Yeah, okay - that seems pretty simple. But psychological research has found that repeating a message enough times really does work, and it’s pretty darn effective too.
Dr. Jeremy Dean confirms that "Repetition is one of the easiest and most widespread methods of persuasion". Familiarity connects us to brands, products and services...
As a marketer, reinforcing your message and repeating it in various forms is key to success.
Of course, there’s a bit more to it than just sending out the same tweet every day, or posting the same blog post again and again. Instead, repurpose a quality piece of content in different forms while repeating your key message.
This approach will allow you to hone in on the market and prove yourself as a reliable source.
Authority in your space
Think of it this way: you’re a customer looking for the best content marketing agency to help you build your strategy and grow your business. You’ve narrowed it down to two agencies - one with 1X ebook around content marketing, and the other with 1X ebook, 1X infographic, 6X blog posts and various social media posts all centered around content marketing.
Which one are you going to go with?
Which do you think is more influential?
Which one do you trust to build your business?
Based on that information alone, you’re going to choose the second one. Right?
Providing various ways of absorbing your content gives readers the opportunity to see you as an authoritative business in your specialism. Allowing them to digest your content in the way they like to - be that through social media, quality blog posts or numbers and stats in an infographic.
You can provide your readers with options, while increasing your knowledge and skill set.
Finding your ‘Unicorn’ content
It’s all well and good talking up the benefits, but first you need to work out which content to repurpose and which to leave well alone.
This is where you need to find your diamond in the rough, or as Larry Kim says, your “Unicorn content”.
Unicorn content is content that’s timeless. It’s not predictions for this year, or stats around a subject. It’s meaty. You don’t struggle to talk about the topic - you find yourself writing and writing and writing, until you realise you’re 10 pages deep into what was meant to be a short blog post.
And of course, it’s high quality and extremely useful to your audience.
What you don’t want to do is repurpose low-quality, uninteresting content - this won’t get you anywhere in the world of content marketing. You need to inspire, inform and energise with your words.
Got a piece of content in mind? If not, comb through your old content - blog posts, ebooks etc - and look at what was successful (using analytics), as well as the topics you cover in-depth.
Once you find your Unicorn content, the next step is figuring out HOW to repurpose it…
Repurposing content 101
There are tons of ways to repurpose your content, but remember, not every way is relevant for your audience. Now’s a good time to go back through your buyer personas and look at where they hang out and the type of content they like engaging with.
If you’re suddenly thinking, buyer personas, erm... what? Then click here for a no-frills guide to creating your first B2B buyer persona.
You need to understand your audience and start listening to your customers. This is another great opportunity to go back through your content, like you did before, and see what worked.
But this time look for content types that worked.
If you’ve only ever created one or two types, then experiment with some of the ideas below. If you’ve already experimented a lot, then take a look at what worked and what didn't, then replicate these content types for new topics and messages.
Republish on LinkedIn
This is a super quick and effective way to republish blog content. You might be thinking: but what about duplicate content?
According to Rand Fishkin, the SEO Wizard of Moz (yup, really his job title), this approach is pretty low risk when it comes to established sites. However, it can pose an issue for small/new sites where Google sees the LinkedIn post as the original. But - there’s always a but - this issue can be mitigated by making sure you link to your original post.
The 3 don’ts of republishing on LinkedIn:
- Don’t automatically repost your content - you need to give Google enough time to index your content. HubSpot’s Content Marketing Certification course suggests you wait a minimum of 2 weeks before republishing content elsewhere.
- Don’t publish the whole article - don’t give away all of your hard work without getting something back (referral traffic is perfect for an SEO boost). Tease your readers with a few intriguing paragraphs, and then offer a way to keep reading on your blog with a link at the bottom.
- Don’t re-publish every article - not only will this just fill up your LinkedIn, but also not every post meets the needs of your customers. As Gene Simmons from Kiss says, “You have to understand that nothing appeals to everyone”. Remember, republish your Unicorn content, the content of legends!
Write a quiz
How many quizzes have you completed on social media? So far I’ve learnt that I am: a “True Disney Fan”, Monica from Friends, a Stracciatella (a type of Gelato), the Beyonce song lyric “'you got me sprung and I don't care who sees”, the Disney movie quote “Don't just fly, soar", and so on and on and on (what can I say, I’ve spent a lot of time doing quizzes…).
But seriously, quizzes are a great way to engage your audience.
Interactive content isn’t meant to focus on an immediate sale - it should be used to build a relationship with your customers. With customer attention spans getting shorter and shorter, new fun ways of interacting with brands are super important.
A quiz is an easy way to repurpose your content with minimum execution. Not all of your content would be easily repurposed into a quiz, but I’m sure you’ll have something.
There’s tons of free tools out there, so go have a search and find one that works for you.
Create a short video
Have you ever done a webinar? Yes? Then you already have valuable content ready to reshape and repurpose in a multitude of ways…
From creating a Q&A blog post, to syndicating the whole webinar into a full recording, there’s so much you can do with this great piece of content.
One of our favourites has to be turning a webinar into a series of short 3-5 minute videos ready to share on social media. Easily shareable, small snippets of key information can help engage your time-poor consumers.
Create blog posts from your eBook
Do you have an eBook, full of great insights your audience seemed to love? Well you can repurpose this content into blog posts.
There’s more to this than copying and pasting - after all, you don’t want it to be word for word the same. For the best results, take the core topics (chapters) and expand on them in separate blog posts. Build on the key points you make in the eBook and make sure you link back to the original eBook.
Create an eBook from your blog posts
By now you should’ve analysed your content and established the topics you should really focus on, as well as the key opportunities for repurposing content.
This may mean you have a load of blog posts around one core topic. This is prime picking to create yourself an ebook.
Usually it’s the blog posts that are created from the ebook, but switching the process around is a great way to rapidly engineer a truly mighty piece of content. eBooks help you to become an authoritative figure in your area, prove yourself as a leader and build your database at the same time.
If you’ve already got reams of content around a core topic, it should be relatively easy to spin it up into an eBook with some extra content to fill in the gaps.
And that’s not all...
There really is no end to the ways you can repurpose your content. From changing presentations into slide decks, interviews into blog posts, eBooks into infographics, statistics into tweets, blog posts into guides, or internal data into case studies - your options are limitless...
Just be sure to choose the best option for you and your audience, and I’m sure you’ll have no problems!
We’d love to hear about your favourite ways to repurpose content, so be sure to let us know in the comments below. And don't forget to subscribe to our blog to keep up to date with all things inbound marketing.