When it comes to content marketing, one of the most important things to remember is to "repurpose, repurpose, repurpose."
When you create great content, you want to get the most out of it. You don't want it to just sit on your website and gather dust. You want to share it with as many people as possible. You need to define your content strategy.
When done correctly, repurposing content can help you reach a wider audience, distribute your content better, and generate more leads and sales.
In a Six Sessions episode, Harry Dry from MarketingExamples.com explained how he grew his newsletter to 85K+ by repurposing content and optimising the type of content that was shared according to the channel.
The same notion is important when repurposing content from a blog post, video, or long-form piece of content.
Symbiotic to repurposing content is honing your distribution strategy. The type of content should vary according to the distribution channel. There isn't a one-size-fits-all.
Some examples of different distribution strategies that can be applied to repurposed content include:
In order to repurpose content, you need to start somewhere. So, for the purpose of this blog post, we will be using a piece of video content as our starting point. However, this notion can be applied to any initial form of content.
So, you've created some video content, now what? Whether it's sitting idle on your YouTube channel or has thousands of views, your distribution strategy shouldn't stop there.
There are ways to keep it growing. Ways to continue your inbound marketing. But, how? Well...
Video is a powerful tool. And, it's easy to turn your 10-minute video into, say... five two minute videos! While your long-form video may be performing well on YouTube, it's highly unlikely it has the same success rates on other channels.
People digest content in different ways. Some may prefer to consume the content in video format, others through an infographic.
You may choose to offer a high-level summary of the entire video, or dive deeper into specific elements and offer an in-depth guide.
This is the simplest way, and often the most common form of repurposing content. If you created a video, it's highly likely you have a script on hand. Use that as a reference point for converting your video into a blog post!
Here is an example of a repurposed blog post we created:
Visuals and videos tend to perform well on social media. Referencing the original video, or the content you have already reproduced, break down the subject matter into visual carousels!
Here is an example of a LinkedIn post we repurposed:
Or, convert a topic into a GIF!
When developing your social strategy, it's a good idea to mix in some educational pieces with light-hearted content!
Use your video script as a starting point for creating an ebook. If you created long-form video content, it's a good idea to break the video down into chapters. You can then reference these chapters to create sections of your e-book.
We created a HubSpot Vs. Salesforce video ad turned the content into an in-depth PDF guide!
👉 Access the repurposed guide
👉 Watch the video
You can also use a podcast format to do a deep dive into one particular topic mentioned in your original video content. This way, you can bring in a subject matter expert and leverage their network as well!
Remember when we mentioned that blog post with Harry Dry? Well, he was actually featured on our podcast, The Six Sessions first.
Online communities like Indie Hackers offer a distribution channel to repurpose your blog post, video, or podcast interview. Personal stories, experiences, and inputs from subject matter experts tend to do quite well on Indie Hackers. So, next time you create a video or podcast episode, think about converting it to a written copy and sharing it to an online community!
The content you create is valuable right? You wrote it to solve a pain point, problem, or challenge.
With the rise in popularity of forums like Quora and Reddit, the odds of somebody having a question about the solution you wrote about is pretty likely. And, there's a good chance they haven't come across your video or blog post yet.
So, break your content up into smaller pieces and offer valuable insight into the questions being asked! In turn, you'll be able to improve your user-generated content marketing strategy.
Twitter is not only a distribution strategy but a place to write content. And, what better way than to break down your video or blog article into a series of Twitter posts.
You may have created a video that walks your audience through how to achieve something. But, what if they want to follow along?
By creating a template or workbook, you are giving your audience something tangible that they can use while watching your video or reading your blog post.
This also helps to increase engagement and further solidifies you as an expert on the topic.
Six & Flow achieved this in our blog of “How to create your ICP”. Referencing our strategy documents used with enterprise clients, we created a template that enabled visitors to create their own ICP.
… Use this as your reminder to create your Ideal Customer Profile and personas…
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Link: 10 ways to repurpose content