Over the past few years, I have been talking to multiple B2B entrepreneurs: Asking them about their thoughts on content marketing and how are they approaching the same.
Majority of them show enthusiasm around the topic and are convinced about its business value. However, one concern inevitably comes up in all our conversations: Their inability to take out time from their busy schedule to write content.
Hence, they either end up hiring a content marketer or an agency for the job.
However, while content writers/agencies have good content understanding, they take time to understand the domain. This means it takes days for them to publish a quality piece of content.
Even after this much effort, they are not sure whether the content would get enough eyeballs. Hence, any content efforts from these entrepreneurs eventually die down.
It is natural for anyone putting this much effort to expect maximum out of each content piece. This is exactly what content re-purposing does.
What is Content Re-purposing?
Content re-purposing, in simple terms, is identifying your existing piece of content(s) and changing its format or length so that it can be used and consumed on a different platform.
Before I get into details about how it can be done, there is 1 thing you need to keep in mind before you pick up any content for re-purposing: The content should be evergreen – Evergreen content is always relevant for the audience.
If you are picking up a content piece which was relevant at the time you wrote it and is not relevant now, you won’t get the desired benefit from re-purposing.
Broadly speaking, any content re-purposing can be put into 3 buckets:
- Re-purpose an existing content piece into a new format
- Re-purpose multiple smaller content pieces into 1 big rock content
- Re-purpose an existing big rock content into multiple smaller formats
1. Re-purpose Existing Content Piece into a New Format
Content comes in a variety of formats.
Every channel operates in a unique way and has its own content requirements: Facebook is meant for images and native videos, YouTube is meant for videos, Twitter is meant for short character text updates, Slideshare is meant for presentations etc.
The best way to capitalize on all these channels is to post content in a format which is accepted by the audience of that channel. You can do that by identifying an existing high-quality content piece, altering its format and making it appealing to the audience.
This not only helps you to reach a new audience and establish trust with them but also gives a powerful SEO boost to your website.
Let’s take Hubspot’s example to understand how to do it: Hubspot started by writing an article on “How to generate leads from Social Media”.
This article was them re-purposed into different formats.
1. It was converted into a presentation and then posted onto SlideShare. This presentation was also embedded in the blog post to increase its reach.
This got them 46,000 views approximately.
2. This blog post was converted again, this time into a video. This got them additional 45,000 views.
This is how Hubspot, who, even after not a lot of budgetary constraints, relied on content re-purposing to maximize its reach across platforms with minimum effort.
There are numerous examples on their blog where they have taken existing content pieces and even converted them into checklists, templates, infographics, podcast etc.
2. Re-purpose Multiple Smaller Content Pieces to Form a Big Rock Content
You shouldn’t stop after just changing the formats of your existing content.
Once you have multiple content pieces around a similar topic, you can bring them all together, form a coherent structure and then offer it as a big rock content: e-Book, Guide. Webinar or a Course.
Let’s continue with our Hubspot example: “How to use Social Media for Lead Generation”.
Apart from writing broad tips around How to use Social Media for Lead Generation, they also covered how someone can use Facebook, Twitter, LinkedIn etc. individually for Lead Generation.
So, now they had around 5-6 content pieces around the same topic. As a next step, they brought all these content pieces together and used it in different ways:
Publish an e-Book
Created a course around this topic on Hubspot Academy
Host a webinar around it
The same content topic has been chosen by their speakers in their annual Hubspot Inbound Conference as well.
These content pieces have then been used by Hubspot to generate thousands of leads from their blog. It is simple. All they have done is: They have picked their best performing content pieces and then twisted and turned it into multiple formats to build reach, establish credibility and increase the number of leads.
When you start re-purposing your content, you will realize how little an effort it takes to do all this once you have written a quality piece of content at the start.
3. Re-purposing Existing Big Rock Content into Multiple Small Content Pieces
You can also follow the inverse route of content re-purposing.
You can write a big piece of content (e-Book, Guide etc.) and then break it down into small chunks and then further work around these individual small chunks to suit them to different channels.
The Combined List
For your convenience, here is a list of various re-purposing methods you can evaluate based on the type of content you have written before.
Short Form to Short Form Content Repurposing
- Article to Infographic
- Article to Video
- Article to Presentation
- Article to Infographic
- Article to Checklist
- Article to Templates
- Article to Tweets
- Article to E-mail Newsletter
- Article to Description of your YouTube Video
- Article to Quora answer
Please note 2 things here:
- You can also convert other formats back to articles. It works both ways. An infographic can as easily be converted into an article as an article being converted into an infographic.
- We are not only dealing with articles. You can also convert an infographic to a video without converting it into an article.
Long Form to Long Form Content Repurposing
- e-Book to Webinar
- e-Book to Course
- e-Book to in-person keynote
Long Form to Short Form Content Repurposing
- e-Book to Article (and then Article to Infographic etc.)
It takes time to produce a quality piece of content, especially when you have 10 other things on your plate. However, content marketing, when done well, helps you to increase your reach and build long-term credibility in the market.
You don’t have to spend long hours to do it though. There are shortcuts (I would say smartcuts), which you can use to push more content across various platforms while maintaining quality at the same time.
What is your favorite content re-purposing technique? Please comment below