RE-PURPOSE CONTENT TO GET MORE BANG FOR YOUR BUCK
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 an effortless 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 means finding new ways to use your existing content – and it has several benefits.
Reaching a new audience: You might write killer blogs, but not everyone likes to read. Some people prefer watching videos or listening to podcasts. Some want to look at pictures. Reformatting your content in different mediums allows you to appeal to a broader audience.
Reach leads in different stages of the buyer's journey: When a potential buyer is thinking of making a purchase, they go through several 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 essential to put out content that will reach people at 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 ideal for different products. Sometimes, there can even be different buyer personas for the same product. Re-purposing content into other 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 differently 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 have 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:
Refresh old posts. This one’s easy: Take some of your older blog posts and update them with more recent facts and references. Don’t forget to re-share them on social media!
Convert a listicle into a series of articles. Just take each item from the list and turn it into an individual blog post.
Create a presentation. Have a white paper or case study with tons of facts and statistics? Turn them into a slideshow.
Build an infographic. This one requires a bit of design prowess, but you can take those same facts and figures and turn them into a compelling visual outline.
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!
Write an eBook. Have a bunch of blog posts on the same or similar topics? Gather them together and turn them into an eBook!
Create a podcast or video. Chances are, there are members of your audience that don’t love to read. You can take any written content and re-purpose it as a podcast or video to better reach this segment.
Try Facebook Stories, Instagram Reels, or even TikTok. Short, easily digestible, videos are quickly becoming THE format of choice for a younger audience.
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?