Content material advertising is a machine that wants a continuing enter of latest content material to get a linear output of views, visits, and leads. It’s onerous to scale outcomes with out an equal quantity of labor.
That’s until you reuse components from one piece of content material to create dozens of latest property you share throughout many channels.
That’s exactly the kind of content material repurposing our panel of selling consultants shared with me for this information. They confirmed the way to flip a single weblog put up, case research, or transient interview into dozens of property that generate months’ price of consciousness and conversions.
Even higher, they gave real-world examples so we are able to all step off the content material advertising treadmill and get extra out of each piece of content material.
Contents
What’s content material repurposing?
In case you’re new to the idea, content material repurposing includes taking components from an current piece of content material and utilizing them to create new property for different channels.
For instance, I could take a number of of the consultants’ quotes beneath, add them to carousel slides, and publish them on LinkedIn. I might even have recorded the interviews and printed snippets of the conversations to Instagram Threads or Reels.
There are three predominant advantages to repurposing content material:
- Save time: Create a number of property rapidly from one root piece of content material.
- Scale ideation: Fill your advertising calendar with out having to give you a brand new concept for each put up (which is commonly the toughest a part of content material advertising).
- Improve footprint: One root piece of content material can discover an viewers on a number of channels if you repurpose it.
Content material repurposing acts like a lever, permitting one piece of content material to do much more of the heavy lifting in your advertising technique.
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8 skilled content material repurposing examples
Most of us are conversant in repurposing a weblog article into a number of social media posts. The concepts our group of selling professionals shared go manner past that. They clarify the way to amplify the impact of a single piece of content material in a dozen methods, together with the way to get different folks to do it for you (totally free!).
1. Use unpaid channels for unlimited ROI
The content repurposing calculus is fairly easy: get the best attain from the fewest assets. That’s the way you scale advertising whereas staying on budget.
Brittany Wren, Chief Wordsmith at Stingray Writing, nailed that equation by turning a single 30-minute interview right into a ton of no-cost engagement, earned PR placements, and numerous impressions.
“This instance comes from one in all my nonprofit shoppers, Lincoln Literacy, which affords free English language and job-related lessons to adults in Lincoln, Nebraska,” Brittany defined. “Nonprofits don’t at all times have large budgets, however with slightly creativity, you can also make a huge impact by repurposing a number of concepts on unpaid channels.”
To do it, Brittany used excerpts from an interview with the nonprofit’s government director to:
- Pitch and place a characteristic article within the Lincoln Journal Star and one other in 55+ Journal.
- Write e-mail e-newsletter content material.
- Create a number of social media posts that generated 1000’s of impressions and an 8.43% engagement price.
- Land two visitor spots for the chief on two radio applications (Nebraska Public Media and KLIN’s The Dan Parsons Present).
- Embrace a quote within the non-profit’s annual report.
Brittney Wren turned a single 45-minute government interview into numerous free impressions.
There’s quite a bit to study from what Brittany completed right here. One standout takeaway for me is to open your thoughts to all of the locations you may repurpose a fantastic concept. Utilizing quotes in an annual report is such a wise technique to get slightly additional payback from a root piece of content material.
2. Lead with the idea, not the content material
When a current courtroom ruling shook up the healthcare advertising business, Mark Rogers, Director of Content material Advertising at Freshpaint, might have merely written a blog post describing the fallout. As a substitute, the Freshpaint staff invited a healthcare lawyer to affix them on a webinar—then turned that discuss into a number of property to assist their viewers perceive the repercussions.
A weblog put up is pretty straightforward to publish; an expert-led webinar takes extra effort. However for Mark, profitable repurposing is constructed on ideas price sharing.
“Right here’s a elementary reality of content material repurposing: it has to start out with a fantastic concept that’s became a fantastic piece of content material,” he mentioned.
The ideas shared throughout the webinar turned the seeds of a number of new items of content material. First up was a collection of social media posts that featured spliced parts of the video.
Mark additionally wrote a Q&A-style blog post with embedded video clips. It is a good technique to current data in a number of codecs so folks can eat it nonetheless they like. It’s additionally a good way to seize some incidental SEO advantages.
Lastly, Mark used the webinar transcript as the idea for a number of extra blog posts, which relieved him of lots of content-ideation burden.
Slicing up long-form movies for short-form platforms is an environment friendly use of time. So is utilizing one large asset to information a number of weblog posts. However Mark mentioned that what you share is at all times extra essential than the way you share it. “Should you take a mean website positioning weblog put up, repurposing it received’t get you very far.”
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3. Have a repurposing-first mindset
Content material strategist Ryan Baum takes the highest prize for sharing essentially the most bold content material repurposing instance I’ve ever heard of.
“Once I consider a ‘case research’ for content material repurposing, my first thought is the best way Justin Simon and the Metadata advertising staff packaged and distributed their DEMAND convention after they had been nonetheless there,” Ryan mentioned.
DEMAND is a full-day digital convention that includes over 20 instructional periods for demand-gen entrepreneurs. Ryan defined that the convention was designed to generate content material for blogs, social media feeds, e-mail, and extra.
The Metadate staff designed their 2021 convention as a supply for future content material repurposing, Ryan Baum mentioned.
“The convention was constructed to finish up in these completely different codecs, in order that they deliberate it accordingly,” Ryan mentioned. “You may see this of their construction and line of questioning, pre-recorded periods, selecting audio system with audiences, and so forth.”
It is smart. You’re recording the very best concepts from dozens of the neatest folks in your business. What the Metadata staff did very well was systematize the entire course of so they may create months’ price of content material from the occasion with minimal effort.
“Justin and Mark Huber cowl all of it actually properly in a podcast episode,” Ryan mentioned. That episode itself was one other artistic technique to repurpose their occasion expertise, which, Ryan joked, “put the meta in Metadata.”
A podcast episode about repurposing content material as a technique to repurpose content material is the final word content material repurposing technique.
Though you could not put collectively a whole convention anytime quickly, you may repurpose this concept for any occasion you host, like a webinar or a panel dialogue.
“It’s not repetitive, it’s a system,” Ryan added. “And methods are the one manner I’ve ever seen content material repurposing or distribution occur each successfully and constantly.”
4. Fill the complete funnel with case research
Case studies are the gold normal of gross sales enablement content material. However they’re typically forgotten after a quick stint as newsletter fodder. Stella Inabo, Content material Marketer at Float, says that after interviewing 10 clients to create new case research, she couldn’t “simply depart them to assemble mud on the advertising web site.”
And he or she definitely didn’t. The Float staff mined these conversations for an unbelievable quantity of content material that will get shared throughout 5 channels and helps each stage of the shopper journey.
Float used its case studies throughout its total advertising funnel.
For starters, Float created PDFs for the gross sales staff, making it straightforward for them to make use of for buyer outreach and coaching.
“We additionally requested interviewees for permission to make use of their clips throughout completely different channels,” Stella mentioned. “As soon as we received their okay, we reduce snippets of the interviews and despatched them over to a artistic company to make movies with Q&A segments that includes them speaking about their ache factors and the way we helped clear up them. We uploaded these to our YouTube web page.”
Float’s YouTube channel is a helpful place to park case research movies, collect extra views, and enhance the model’s general website positioning efforts.
Right here’s the place issues get actually fascinating. The Float staff employed an website positioning company to determine key phrases from the research associated to the core challenges they clear up for patrons. Stella mentioned that resulted in over 10 website positioning articles “primarily based totally on our buyer tales.”
Then, they up to date current articles with mentions of the case research and embedded YouTube movies in others. Meaning they bolstered dozens of current property with social proof in only a few minutes!
Subsequent up was social media. “We created a plan that may information us in repurposing the case research into carousels, textual content posts, video posts, and quote posts on LinkedIn,” Stella mentioned. “Since January, we’ve created over 70 LinkedIn property from the case research alone.”
And eventually, they posted buyer tales to their Slack neighborhood. “These posts caught the eye of three clients who requested a case research interview.”
I don’t know many companies that get extra mileage from their case research than Stella and Float. The very best half is that none of those techniques are out of attain for many entrepreneurs. You may put up movies to YouTube and slice them as much as LinkedIn totally free. If in case you have entry to an SEO tool, you may pull out a number of key phrases from the conversations. And even when you don’t have your individual brand community, you might be able to share related buyer tales on current boards.
5. Gas worker advocacy with case research
Take a look at your exercise on LinkedIn, Twitter (okay, X), or Threads. Should you’re like most, you have interaction with private accounts far more than model posts. That’s why worker advocacy is changing into a much bigger a part of so many advertising methods.
The robust half is making it straightforward in your staff to put up rapidly, constantly, and on model.
Rease Rios, Director of Content material at Qase, solves these challenges by repurposing case research into ready-to-share social media content material for her staff.
Rease Rios writes LinkedIn post copy to assist her gross sales staff grow to be influencers and model ambassadors.
The ready social put up copy helps Rease make sure that the messages her gross sales staff shares are consistent with the better advertising technique. It additionally saves the staff a ton of time since lots of them will not be LinkedIn consultants themselves.
To get the complete image of Rease’s repurposing plan, right here’s what she created throughout the first spherical of repurposing for a brand new case research:
- 5 social posts from the Qase account.
- Three variations of textual content for the gross sales staff to “repost with ideas” on LinkedIn.
- 5 distinctive posts to publish straight from the gross sales staff’s accounts, every discussing key factors from the research.
- A number of quote photographs.
- Quotes for a e-newsletter opener.
Rease mentioned to needless to say lots of good materials will not be applicable for the research itself, but it surely shouldn’t be wasted.
“A terrific case research is a lot greater than the polished completed piece,” she mentioned. “All of the insights from the interview, ache factors mentioned, and quotes that didn’t fairly match into the case research are extremely helpful. Utilizing all of those items permits us to speak concerning the buyer and their work from many various angles on numerous channels.”
6. Repurpose by means of influencers
Should you heard influencer marketing a number of years in the past, you might need pictured make-up tutorials or a meals vlogger hyping the following Thai fusion cafe. The apply has grown quite a bit not too long ago, with consultants in nigh on each B2B and B2C vertical serving to manufacturers attain broad, engaged audiences.
That’s the place Sneh Ratna Choudhary, Chief Repurposer at Scaling Rad Content, sees many repurposing alternatives. “My concept is expert-led distribution works manner higher.”
The speculation is just like worker advocacy, solely on a bigger scale. Sneh shared a current instance as an example how properly it really works, even (or particularly) on LinkedIn for B2B companies.
She contributed her writing chops to this text about A/B testing methods for Convert. No less than two consultants within the house turned the important thing elements of the piece into carousels on LinkedIn.
Influencer posts selling Convert’s information to A/B testing generated lots of engagement.
Collectively, these carousels generated a whole lot of reactions and feedback—a a lot better consequence than if the model had simply shared the content material themselves. “The identical weblog put up, when shared on Convert’s LinkedIn firm web page, didn’t get as many likes,” Sneh mentioned. “The content material was nice. Individuals who had been tagged commented on it. However the algorithm nonetheless didn’t decide it up.”
Sneh additionally mentioned the put up format issues. “Repurposing weblog posts into carousels for LinkedIn is a good way to get extra distribution,” she defined. “Carousels work a lot better for this objective, primarily based by myself analysis.”
The trick is getting skilled influencers to do the repurposing for you. Listed below are a number of methods to make it occur:
- Pay them: Discover somebody in your area of interest with a large, engaged following and provide a partnership. Even when they don’t take into account themselves an influencer, they could be keen to share your finest content material for a small payment.
- Commerce with them: Search for individuals who commonly write visitor posts for backlinks. If in case you have a well-visited weblog, you may commerce hyperlinks in your content material for social shares.
- Characteristic them (my favourite): Ask consultants to share their data for a weblog put up, give them a quotation and backlink within the piece, and ask them to share snippets of it on their social feeds.
Right here’s one last little bit of repurposing knowledge from Sneh: don’t make all of it concerning the unique piece of content material. “Deal with delivering worth natively as an alternative of ‘hey go learn this factor I wrote.’ And 0 in on the distinctive angle, predominant POV, or concepts you wish to distribute as an alternative of breaking apart the weblog put up into sections precisely as they’re laid out and posting these on social. Distribute concepts, not weblog posts.”
7. Flip visitor appearances into weblog and social content material
I like this content material repurposing concept from freelance fintech author Anna Burgess Yang as a result of it attracts on a supply of concepts most individuals aren’t leveraging but.
“A part of my advertising technique consists of visitor appearances on podcasts,” Anna mentioned. “Whereas the hosts will normally ship me clips to share on social media, there’s a lot extra I can do with that content material.”
Together with being a author, Anna additionally advises solopreneurs and small businesses on workflow and automation techniques. She’s created a slick technique to make repurposing content material even simpler. “As soon as the episode has aired, I feed the transcript to ChatGPT to tug out my predominant concepts so I can flip them into future social media posts and even an overview for a future weblog put up.”
Repurposing is a good use of AI as a result of it extracts concepts from one thing you’ve created as an alternative of attempting to generate novel concepts from the software.
Strive utilizing Anna’s method for any talking engagement you or your staff participate in. That might embrace webinars, in-person talks, interviews, and so forth.
8. Lead with website positioning
Colby Flood, founder at Brighter Click, has an fascinating tackle repurposing content material. As a substitute of searching for potential website positioning weblog put up concepts from an current asset, he creates a repurposing system that begins with SEO keywords.
“At Brighter Click on, we’ve crafted a content material pipeline permitting thought leaders to take a position minimal time in creating video content material that will get re-purposed into numerous mediums,” he mentioned. “We leverage website positioning key phrase analysis to craft interview questions for a podcast episode. This interview is then transcribed and became a number of weblog articles.”
website positioning key phrases aren’t simply helpful for serving to your content material get discovered on Google. They can be a consciousness bellwether, telling you which of them matters your viewers needs to know higher. Constructing your repurposing plan round key phrases means you’ll share concepts individuals are excited about.
As soon as the weblog posts are up, Colby and his staff proceed to slice and cube the concepts into different codecs for extra publicity. “The podcast video and weblog articles are re-purposed into social media posts throughout numerous channels,” he mentioned. “Lastly, we create a LinkedIn and e-mail e-newsletter. This content material pipeline permits us to generate 3-4 weeks of content material from one 45-minute interview.”
You don’t wish to begin with very fundamental 101 key phrases right here. It’ll be onerous to seek out an fascinating angle on “how do I take a screenshot.” However when you look by means of your keyword research docs, you’ll discover some niche-specific choices open to spicy takes.
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Content material repurposing is your advertising lever
A lever is a straightforward machine that amplifies your potential to elevate giant hundreds with minimal effort. Content material repurposing works a lot the identical manner. With slightly planning and the concepts our consultants shared, a single artistic effort will do lots of heavy lifting in your advertising technique.
I’ve had the pleasure of talking with consultants like these on a number of matters. Should you’re searching for extra advertising methods with confirmed leads to the actual world, these guides will assist:
