Do you want to reach more people with your message but just don’t have time to keep coming up with new material for all the different platforms? Relax and read this article because I am here to help you create more great content in less time and serve more people.
This is the power of repurposing content. I’m going to take you through how to stop spinning your wheels and make more use of your existing content so you can take your content marketing to the next level.
What is repurposing content?
If you haven’t heard of repurposing content, it means taking one piece of original content, perhaps a blog post or video content, and coming up with more ways to make use of it. This could be reproducing it in a different format or using it on different social media platforms. One piece of high-quality content can be repurposed in lots of different ways. And the good news is, you can do this very quickly and easily.
People often overlook just how much content they have available and how they can put it to good use helping the people they want to serve.
Are you creating the right content?
Before we get on to repurposing content though, let’s talk about whether you are creating the right content. You start off creating content you think people want from you. Over time as you grow your list and talk to your audience you will start to find out what people actually want to know about. Here’s how to create content your audience will love.
But it’s not enough to be writing or recording about the things your audience is looking for, you need to be creating content in the way they want to receive it. Not everyone in your community will enjoy the same format. If you only ever record video, people who prefer to read blog content will miss out on what you have to say.
Creating different types of content enables you to test and see what hits home with your audience. But this doesn’t mean you need to spend hours coming up with new things. You create one piece of content and repurpose it into different formats so it becomes engaging for more people.
Repurposing for your content for different channels
There are many ways to repurpose different types of content. To give you an example, I’m going to walk through how to repurpose a video for different channels. For a start, your video can immediately go on Youtube, Facebook and LinkedIn. That’s three ways to use one thing with very little effort.
You can then rip the audio off that video and turn it into a podcast. That can be shared on iTunes, Spotify, iHeartRadio, Stitcher, Google and Podbean. You’ve immediately widened your audience.
The next step is to get your audio transcribed so you can turn that into a blog post and turn your blog post into an infographic. You can even take it one step further and turn it into slideshare presentations! See how that one piece of published content is now being made accessible to people who like consuming different formats? It is also helping you get discovered in more places.
Make sure you share your content across your different social media platforms. It is very easy these days to resize your imagery to fit different types of post using a service like Canva. This will take one image and change the dimensions to fit Twitter, Facebook, Instagram, Pinterest or wherever you want to put it.
Some people will be drawn to images, others will be drawn to videos, or want to read a mini blog post. Come up with different ways of sharing your content. For example, you could go back to your video and cut it down into much smaller clips. People might not have time to watch a full 15 minutes or more, but they will look at a minute clip which you can use to plug your longer content. I recommend this awesome video service called Splasheo to create repurposed social videos.
Repurpose your live broadcasts
Are you hitting the live button? Live is great for creating that all-important people to people connection. But when you’ve finished your broadcast, that’s not the end of that video’s useful life. Just because someone didn’t get to see you live, doesn’t mean they are not interested in what you had to say. Make use of it across your channels and send a link to the replay out in your newsletter.
I have a whole repurposing set up so while I’m looking at the camera and recording live, I also have the audio being recorded and another camera on me so we have everything I’m saying saved and ready to reutilize.
Repurpose your content to create products
How many articles or videos have you got already? You can repackage these to create new products like an ebook or a mini-video course you can send out to subscribers. Perhaps you have material you could turn into a How-To guide that could act as a lead magnet for an email series on your website.
The last thing you want to be doing as a personal brand entrepreneur is spinning your wheels. Your time is precious, you need to get the most out of it. Content repurposing is a powerful way to make your message go further, reach more people, and build your business.
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