If there’s one thing all business owners are short on, it’s time.
I mean, that’s why I have a job! People hire me because they’re too busy to write their own blogs, or social media posts, or whatever. But that’s neither here nor there.
The point is, if you’re a business owner, you’re probably burning the candle at both ends.
I’m going to tell you a secret: There’s a really simple way you can gain some hours back in your week.
What’s that mean? Take a piece of content you’ve already created (like a blog) and turn it into something new (like a podcast).
Sure, it’ll still take some time – but not nearly as much time as creating something from scratch.
Here’s everything you need to know about re-purposing content – from what it is and why you should do it, to what kinds of content are worth recycling in the first place:
Why should you re-purpose content?
“Re-purposing” content just means finding new ways to use your existing content – and it has several benefits.
Reach leads in different stages of the buyer’s journey: When a potential buyer is thinking of making a purchase, they go through several different stages during their decision-making process. This is referred to as a “marketing funnel” or the “buyer’s journey.” Where they are in the funnel (“awareness”, “evaluation”, or “purchase”) dictates their frame of mind. It is important to put out content that will reach people at all of the different stages.
Reach leads in different buyer personas: A “buyer persona” is the type of person who is a fit for your product or service. Typically, most companies will have multiple buyer personas – different types of people who are an idea fit for different products. Sometimes, there can even be different buyer personas for the same product. Re-purposing content into different formats may allow you to reach more of those personas!
Making the most of your efforts: Last, but certainly not least, re-purpose content so you can get the most bang for your buck. You spend a lot of time and effort creating it. Using it in different way ensures that it will get in front of more eyes – and, ultimately, you’ll have to put in less work in the future.
How do you know what to re-purpose?
If you’ve been in business for a while, you probably have tons and tons of content – whether it’s in the form of blogs, or videos, or something else. Is it all evergreen? Probably not.
"If you're not putting out relevant content in relevant places, you don't exist." Gary Vaynerchuk
So how do you know what deserves to be re-shared and what does not?
Review the materials you’ve created and ask yourself these questions:
Is it still relevant? Or can it be updated to make it relevant?
Is it high quality?
How well did it perform? Did it get a lot of traffic/shares/comments?
Do you I more to say about the topic?
Ideas for re-purposing content
Now that you know what you’d like to use again, do you know how to use it again? Here are a few ideas:
Create a series of emails. If your blog posts lean towards the wordy side, you can break them down into more bite-sized chunks. Share them with your mailing list as a series of emails, and leave them eager to keep reading more each day!
Bottom line? No matter what you do, remember this: The goal is to make your content fresh and appealing for a new audience!
How do you re-purpose your content? Have you tried anything that's NOT on my list?