Content repurposing is becoming more and more crucial for an effective content marketing mix.
Not too long ago having a blog for your business was considered edgy…ahead of it’s time. But today it is becoming more and more the norm.
So how do you stand out?
You become omnipotent. And you do so by repurposing your content.
With just a few tweaks, you can take a single piece of content that may be sitting in a singular location (i.e. your blog) and spread it through different platforms, and different audiences.
Further down in this post I will share a brilliant example of content repurposing. But first let’s jump into some basics…
Let’s start with content. What is it? One of the many definitions at Dictionary.com states that content is…
all that is contained or dealt with in a discussion, piece of writing, etc; substance
The definition of “repurpose” on Dictionary.com is harder to come by, however. Apparently this is too new of a word. Google saves the day however…
re·pur·pose verb /rēˈpərpəs/ repurposed, past participle; repurposed, past tense; repurposes, 3rd person singular present; repurposing, present participle 1. Adapt for use in a different purpose
In essence, content repurposing is content recycling.
Much in the same way that a glass bottle might be used for beer, and then recycled to be used for soda, content can be recycled and adapted for use in a different purpose (repurposed).
When we talk about recycling glass bottles, we can do a few things. We can change their shape. We can use the same bottle to store a different substance. Or we can just clean it up and leave it unchanged, to be re-used for the same purpose again.
When we talk about repurposing content, however, we usually focus on the format or the platform. You can alter the format of your content to make it suitable for different platforms (i.e. text to video). Or, you can change it slightly to share it on different platforms that support the same format (i.e. text to text).
So understating the “what” is pretty easy here. But what about the “why?” Why would anyone want to spend time repurposing content that already exists?
Well, first of all, it doesn’t take that much time. There is certainly a learning curve with putting content into different formats. But once you get used to it, it can be done with ease. So it’s a marginal amount of work for potentially huge results.
The major benefit of repurposing content is that you can reach different audiences on different platforms without actually having to create “original” content for each platform. Different people prefer to consume their content in different ways. Some people like to read blog posts. Some people like to listen to audio. Others prefer video.
You can make them all happy.
In short, no. If you commonly publish new content, no matter what format it may be in (blog, podcast, etc), you have probably felt the pressure of creating something new for your audience at some point. But…
If you are sharing your content with a new audience, your old content is new again.
In fact, if you create really good, valuable content, people will be glad to consume it multiple times. For example, have you ever signed up for a webinar knowing you’ve already sat through the presentation from the creator before? I have. Good content is always good.
Now let’s jump into the different formats of content that people consume…
Below is a list of content “types” that you can generally choose from. Below each type are some examples of how the content format can be used. However, the examples are not meant to be an exhaustive list.
Now that we more or less have a handle on the content formats that we have to work with, we can start to think about repurposing our existing content.
And in the new age of content marketing, you should consider covering as many of the formats listed above as possible.
Once you get the hang of content repurposing, it becomes very easy.
Let’s walk through an example of content repurposing that I might do here at Content Strategy Hub.
A while back I created a series of list posts about generating content ideas. Each post had 8 ideas and there were three posts total. So, in total, there were 24 different ideas listed (for which I created a resource page).
This type of content is prime for repurposing. In fact, I have already done some repurposing with that series of posts. This is what I have done so far…
I’ve taken the post series and compiled it into an eBook. I used to use that eBook as a subscription magnet by offering it as a free download. Today it is a bonus for my Strategic Content Launch Pad course. The buyers may have never found the content otherwise, and some people prefer consuming content in a nice, compiled format rather than jumping around different blog posts. It’s a nice free bonus.
I’ve also created a PowerPoint slideshow by taking each of the 24 ideas and creating a slide for each one. This slideshow is now published on SlideShare (which has a huge audience). SlideShare marketing is highly underrated and underutilized. In fact, I didn’t have to do any repurposing after the eBook creation because SlideShare excepts PDF uploads. So I could, technically, upload the same content twice in two different formats.
This is the PowerPoint presentation: