Your content can live a long life on the interwebz, especially if it’s a good content. And the great thing about it, is it doesn’t have to stay in the initial form you published it (blog post, video, podcast, imagery, etc).
The same piece of content can take different forms and shapes and it can speak to very different audiences.
It all comes down to your creativity.
Yes, I am talking about the why and the how of repurposing content.
Let’s take them one by one.
Why Repurposing Content Matters
Repurposing your content matters, and the first reason is because you make sure your content lives longer.
Sure, you can share the same article over and over again, but this doesn’t mean it will live longer.
It just means you will bore your audience to death.
When repurposing content, you have the chance to reach more people if you adapt your content to each social media channel.
And you bring more traffic to your website and blog.
After all, that’s why you created it in the first place, right?
Repurposing your content helps you build relationships with your community. You speak directly to them about what matter most to them.
Another reason why you should be repurposing content is because it makes you more creative.
Once you set your brain to find ways to repurpose existing content, you will see opportunities everywhere.
Those opportunities will lead to more content ideas, which you can later repurpose.
It’s like creating those content maps Gini Dietrich talks about in The Content Secret to Closing More Clients Masterclass. You never run out of content ideas.
Your PR content holds undiscovered treasures that will help you better connect with your audience.
Don’t waste this opportunity.
Repurposing Content: How to Do It
There are so many ways to keep repurposing content for your audiences over and over again.
Here are some of them:
You know by now video is the preferred channel for pretty much everyone.
Use this to your advantage and create a short video with the main takeaways from your piece of content.
You can use AdobeSpark to create a video or your own smartphone camera to narrate it.
If you want to go wild, record yourself talking on the main takeaways and then add text in the post processing.
If you don’t have the skills to do it, hire a videographer. It is worth it.
Another way for repurposing content is through ever-lasting quotes.
Split your content in byte-size evergreen pieces of wisdom that can be shared over and over again.
I am an advocate of high-quality imagery.
Choose powerful images that enhance your content.
They may not be free, but they are worth it.
Don’t forget to add your logo on the imagery, so people know who you are.
Talk about your chosen piece of content on a podcast.
Whether it’s your own podcast, or you’re a guest, make sure you tell people what they need to remember.
Use your storytelling skills to make it memorable.
You can always repurpose your best content as an infographic.
People love visuals and sometimes you connect better with your audience through visuals rather than the written word.
Infographics are easy to read and easy to share on social media.
Find a good designer and uplift your content to the next level.
We love eBooks.
They are a great way to generate leads and bring more traffic to your website.
Turn your content into an eBook, put it behind a landing page, and start promoting it when the initial hype around the original piece of content has died down.
Slideshows are another great way for repurposing content.
On each slide have one key point or takeaway from your original piece.
Once you finished your slides deck upload it to SlideShare.
You’ll give your content another life and reach a different audience.
Live video is an entire different story.
Use Facebook Live to talk about the key points in your article.
Plan in advance and invite people to participate during your live show.
Answer their questions and make it interesting for your audience.
Make yourself available to them to further the conversation after your live appearance.
You can do that on the comment section of your Facebook page.
Keep in mind people don’t like to leave Facebook to go to brands’ websites, so make the most of that conversation.
Likewise you can use Instagram video, though unlike Facebook live, Instagram videos disappear after the broadcast ends.
Instagram live is a great way to engage your audience precisely because it has a short life and people won’t want to miss it.
One important thing to note is no matter how you decide to repurpose your content, you have to be smart with how you space it in time, so you won’t overwhelm or bore your audience.
How do you repurpose your content?
A version of this article originally ran on Spin Sucks.