So, you’ve gone to all the trouble of researching and typing up a great article. But as far as content goes that’s it, right?
You’ve put so much work in, it would be foolish to just leave it. That’s where repurposing content comes in. Repurposing content just means that you are using the content you’ve already created, and re-creating it in other formats.
In this guide we’ll look at why you should be repurposing your content, what formats you can present it in, and how exactly you go about doing it.
If you’re a website or blog owner, this method will dramatically increase your traffic. Remember, the way people consume content is changing at a dizzying pace. You need to be able to keep up with that demand.
So, if more traffic for the content you created sounds good to you, keep on reading.
Why Should You Repurpose Content?
Still not convinced huh? Well let’s look at all the reasons you should be reusing your content.
For one, think about how you use the internet or consume content. Is it solely written? Or do you watch videos, listen to podcasts, and flip through online presentations? The chances are you do and that’s exactly what your audience is doing as well.
Reading through articles is great, but it can become tiresome. Sometimes, people are in the mood to have the main points shown to them via a video. At other times, reading just isn’t feasible; while commuting for example.
People expect content in various ways and as content creators, coming up with ways to meet these demands can be tiresome. So, instead of creating content for every single channel, isn’t reusing what you already have a more time-effective plan?
One avenue of traffic that isn’t used widely is creating presentations. More specifically, it’s creating presentations and hosting them on SlideShare.
Owned by LinkedIn, SlideShare is a must for your traffic strategy. Here you will need to design clear and informative presentations that have the potential to be shared easily. You can insert links into your presentation by adding them using Adobe Acrobat. Once you have created your SlideShare, you’ll receive a link that allows you to embed it on your own website.
This is a particularly useful way of garnering traffic if you have a large twitter following. Presentations that get shared the most on Twitter end up being featured on the SlideShare homepage and it doesn’t take a lot of shares to get them there…
Even if you don’t have a large Twitter following, you can still expect a steady stream of traffic to be viewing your presentations on a daily basis. The more they like and download your presentation, the higher it ranks in search results. Another nice feature is the ability to collect leads on your presentations. This allows the collection of emails and can be highly beneficial for people whose business is dependent upon them. This is a paid feature but well worth it in my opinion.
So, identify a piece of content that you can easily break down into actionable points. Plan your presentation and concentrate on making it highly visual. Remember, presentations with too much text won’t hold someone’s attention for very long. Slides that have a sentence of text but high quality graphics, will.
Youtube is an absolute powerhouse when it comes to content, but you’d be surprised how many people are ignoring it when it comes to their own content strategy. People are consuming more video now than ever and you can see how much emphasis is but on video by bigger brands.
Facebook is also inundated with video. Every other post on your newsfeed seems to be a video on autoplay. The thing is, it catches peoples attention! An article written by Adage written by Adage last year highlighted the fact that facebook users were posting 75% more video that the year before. That is a staggering increase and it is only.
The key to creating a video that does well on social media is to create a story and keep it short. As many people will watch video without sound, it’s also imperative that the video is captioned.
Again, as with the presentation, pick your article and choose the main points from it. If you feature a lot of ‘How-To’ guides on your website, then an over-the-shoulder type video of you taking your viewer through the process works really well. If you have a blog that focuses on current events or celebrity news for example, turn breaking stories into short videos that contain the main points.
Pick a format that works well with your brand and look at what others are doing. The chances are your competitors are already doing this and receiving a lot more traffic because of this.
Another video format to look at is periscope. If you’re confident and have a decent following on your social media channels, it’s not hard to gain a large amount of live viewers as you speak into a camera. This is still a very large area and one that people are experimenting with. I’ve seen people use it in an interview format that works very well. I’ve seen it used as a breaking news format which i believe is going to be the staple of news broadcasters going forward. I have also seen it being used by Buzzfeed as they attempted to inflate a balloon until it exploded…
Silly you might say, but when I caught the video it had already been going on for 5 minutes and 28 thousand people were watching it.
Finally, Snapchat is a rapidly growing social media channel and an area where you really need to start exploring. Think about creating mini-videos for your snapchat account and how that would attract the kind of audience you’re seeking.
Be creative, but most importantly, be true to your brand. Think about the best way your existing piece would work in video format.
Infographics have been very popular for a while and still do well. Not only are they very shareable, when done correctly they can help to create a lot of backlinks to your content. To achieve this, you’ll need to make sure you have a well designed infographic. If you’re a designer yourself then this will be of huge help to you. If not, you can hire the help of someone using freelancer sites.
Again, infographics serve to condense large amounts of text to actionable points. They do so in a visual manner that allows the eye to scan through quickly, while still taking the information in.
Another place that infographics do well is on Pinterest. If you put up a good infographic you can expect it to get repinned quickly. Pinterest is a fantastic source of traffic, especially if you have rich pins enabled, and you should be sure to keep this in mind when designing your content.
Another piece of advice for Pinterest is to design a specific image with the title of your article to feature at the top of your post. You’ll notice on this website that we include these right after the introduction section. They’re designed at 735px X 1100px as they seem to do well on Pinterest. Remember, vertical images do much better on Pinterest than horizontal ones so make sure you only share these to maximize on repins.
You should have sharing buttons enabled on your site which means if someone who uses Pinterest a lot stumbles across your article, they’re likely to repin the image you’ve created in order to add your article to their boards. Pinterest is a great traffic source as it grows over time, which makes a nice difference from Facebook and Twitter which falls off quickly after each post. In fact, just 4% of your audience will see your posts organically on Facebook according to the latest research.
Here’s the infographic we created for this article:
Podcasts are an excellent way of gathering a following, being known as a leader in your field, and increasing traffic. But what should you base your podcast on?
Why not dedicate an episode to an article you’ve written? Take this article for example. You could spend twenty minutes discussing the techniques needed to repurpose content; what works well, how to do it, and where you should be concentrating your efforts. What works really well is if you invite someone else to take part in the podcast, like an interview, or panel discussion. However, if you don’t have anyone available then solo efforts work well too.
But keep in mind the other benefits that come with inviting other people to take part in your podcast. The person you’re speaking with will share your show and encourage their followers to listen. On top of this, if you keep your podcast consistent and gain a following, you’ll find it easier to start attracting bigger names in your sector.
As with anything in the world of blogging, it takes time to grow. However, podcasting is an area that’s much less saturated than actual blogging so if you’re providing good content, you won’t find it difficult to attract a group of listeners.
Another option in the audio format is to record yourself reading your article and offer it as a download. This is useful for long articles and many people download these types of files to listen to while they’re doing something else, commuting for example.
If you’re writing on a particular topic, there’s a good chance you have plenty of content available that could form the basis of a book.
eBooks are particularly popular and there are many markets you can sell your book on, or even from your own website. Your ebook needs to completely cover a topic and will need to be well edited in order to appeal to your readers.
Start thinking about what you could write your book on and see what content you’ve already written on the subject. Gather all of this and write whatever’s left to cover the subject. If you’re planning on selling your ebook you’ll need to make sure there are plenty of potential buyers. For a full guide on finding a popular topic and writing an ebook for the purpose of selling, check out our article: How to become a self-published author.
Now, you don’t have to sell your books. You can create a 4000-5000 word article to give away on your website and capture emails in the process. This is a really useful marketing technique and gives your audience something in exchange for their email.
This covers the main ways in which you can repurpose your content, however there are many other smaller techniques you can use to generate traffic. Things like posting smaller excerpts of your content on social media. Emailing out the first 10% to your list in order to get them back to your website to carry on reading. Creating images with quotes that are shareable. The list is endless if you really think about it.
When you’re creating your content, try to get into the mindset of thinking how else you’ll be able to use this. You put a lot of effort into researching, writing, sourcing images, editing, and promoting your content. Why not make it work a little harder for you?
If you have any ideas or want to suggest ways you repurpose your content, feel free to let us know in the comments.
Remember, the more places you share your content, the greater the chance of finding the people who are interested in it. Learn to think like your audience and research the places they like to spend their time. Then create content that fits into those channels. It takes time but you will create a following in multiple places. This is what it takes to create a successful online business.