Is there a way to expand the reach of the content you already have, without having to research a new topic altogether?
By repurposing the already amazing content you have!
This will benefit you for several reasons:
1. Reaching a new audience
Just like the fact that everyone learns in different ways, they consume content differently too!
They might not have time to read an entire pillar post but they can listen to an audio version or podcast on their commute to work. In the future, you can even tailor your audience based on how they prefer to consume content.
2. Creating traffic
When it comes to turning traffic into conversions, the more opportunities you give your audience to interact with your site, the better your chances are to get leads.
3. Saving time
Ask yourself, “how much time does my team spend writing brand new content?” Likely, it’s more than repurposing content you’ve already done the research for.
Not only that, but it will free up time to work on other new or ongoing projects for your company while still maintaining the amount of content you already post.
So, how can you actually transform dormant content?
What Content to Repurpose
Step one is to choose content that will last for years and still be relevant to searchers down the line.
Once you decide what content to repurpose, it’s time to figure out what new form the copy will take on! Here are five of our ideas that have proven to show results:
1. Turn Statistics and Data into an Infographic
A great way to display boring information is to make it visually appealing.
Infographics make all those numbers into something exciting. They can help put the information presented into perspective so that readers understand the reason for calling attention to the data.
The reason that infographics are useful when repurposing content is because the majority of people are visual learners. In fact, 65% of people are considered visual learners.
Typically, an infographic contains 5-10 interesting statistics arranged in an appealing design layout to extend the blog information.
There are tons of free and easy to use infographic creating websites that don’t require heavy knowledge of design tools or more complicated programs like photoshop. One option is the infographic option of Canva, it has a simplistic and intuitive layout that anyone can use!
2. Bundle Blogs into an eBook or Whitepaper
By now, you’ve probably written a lot of blogs that support one another or that relate to different aspects of one broad topic.
Or maybe you even have a dedicated pillar post. For those who aren’t familiar with pillar posts, Hubspot defines pillar posts as “the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. Pillar pages broadly cover a particular topic, and cluster content should address a specific keywords related to that topic in-depth.”
EBooks and whitepapers don’t have to be lengthy, think of them as just a longer blog post. And just like blogs, it’s always quality over quantity. Using all the blogs related to the broader topic, just stitch them together into a frankenstein mega blog.
Since all the main points are already written, it will take significantly less time!
3. Turn Single Blogs into Videos or Podcasts
People would rather watch a video than read text, it’s just a fact.
As marketers, it’s time to jump on the video train and create video content for our blogs. Not only will it have a high retention rate but it will also help your Search Engine Optimization (SEO).
When you embed a video to your blog, those that click on the video will show as a conversion. This means that Google will see that people are interacting with your blog and will be likely to recommend your blog post over someone who didn’t have that same interaction.
Even just turning prezis or slideshows into simple animations with a voiceover and music can help gain a high ranking.
If you don’t necessarily have the time to create a whole video for every blog, you can always create a podcast reading the blog.
Not everyone has the time to read an entire blog, so if they have time during a workout at the gym or on their way to work, they can listen to your blogs!
Not only are you tailoring your content to people’s needs but also the types of learners they are!
4. Break Down Long Blogs into Social Media Tips
Attention span is hard to maintain with the constant bustle of the online world.
If you have a blog that has a lot of little ideas that can be used individually, why not make social media posts that showcase these tips.
The best part is that you can even link to the blog post that inspired the tip within the social post and gain even more engagements.
5. Repurpose Videos into a Web Course
If you’re one of the companies that includes a mini video tutorials or explanations, this is easy to repurpose into fresh content.
You’ve already made the videos, and they’re doing great on your site. So why not make a little extra on the side when you’ve already put in the work?
Using a site like Udemy, you can upload your videos of the same theme and create a course out of it. Users will pay a flat fee for the entire course and then will have access to engage at their own pace.
What’s awesome about making a course on Udemy is that the courses allow for the creator of the course to get involved and help the users. Connections can be made and brand awareness can be developed!
Old content is not bad content, it’s just forgotten!
Repurposing your content is a great way to bring new life to your site and gain new traffic. Your information is sure to help someone out there find what they’re looking for, you just have to make your content heard!