Do it! Repurposing your content is a clever way to re-share your old content, getting as much use out of it as possible, potentially reaching a new audience. There are more ways, though, of sharing content than just using social media platforms. Using different formats, like white papers, videos, podcasts and SlideShare will help to get your content to new places, helping you tap into new resources.
It’s important to share your content on the right platforms – YouTube for videos, iTunes for podcasts, SlideShare for slideshows. Once you have posted on these platforms, get those content links out there by using Twitter. The more your content is shared on social media, the more traffic and re-tweets you’ll get.
Ensure the content you want to repurpose is not outdated – if your content is evergreen (it is still completely relevant a year later) it will get excellent traction. Updating and tweaking a blog post to make it more up-to-date is a wise move; it may take you more time than you’d like, but it’s still less time than it takes to create something new.
One massive fail is to pretend your repurposed content is new. Your readers aren’t stupid and you’ll be the one looking like a fool and losing credibility. Make sure people know the content is repurposed by saying things like: “This is as relevant now as when we first posted it”. Don’t forget to keep writing new content – repurposing is a clever way to use what you have again, but you still need fresh content to keep your site updated.
Google Analytics will be able to show you your most popular posts over the past year, which is a good place to start your repurposing plan. Here are some ways to repurpose content:
- Turn a webinar into a YouTube video.
- Turn a series of blog posts about a specific topic or product into a guide, which you can then use in your email marketing.
- Edit the slides from a PowerPoint presentation for a consumer audience, upload to SlideShare and embed the presentation on one of your web pages.
- Edit image heavy blog posts into a post suitable for Pinterest.
- Use Quora Q&A to find a question that’s promising, write a blog post about it, then answer the question on Quora, linking it back to your more in-depth blog post answer.
- Turn a slideshow or PowerPoint into an infographic – informative and easy to read, infographics are more readily shared than other types of media.
- If you have a blog with statistics or fascinating facts, use these points as tweets. Your content is more shareable in this format, helping you reach a wider audience.
- Promote your blogs in a weekly newsletter – if you post regularly, some of your followers might miss some of your blogs, so a weekly round-up will get people reading your older content.
- Turn a blog post into a podcast – more and more people are listening to podcasts when commuting.