As a marketer, you undoubtedly have a variety of work to do (and never sufficient time to get it performed). You may also really feel often struck by author’s block relating to creating contemporary, distinctive content material.

Given these challenges, you are all the time trying to find methods to make your job simpler whereas persevering with to provide high-quality content material on a daily schedule. Fortuitously, content material repurposing is right here to take a number of the weight off your shoulders.

At first look, content material repurposing might seem to be a technique to cheat the system, however it’s not. You’re remodeling your present, high-quality content material and presenting it in a unique type on new channels. On this publish, we’ll cowl the fundamentals of content material repurposing, define the advantages it will possibly deliver to what you are promoting, and focus on particular methods to repurpose content material you’ve already created. We’ll additionally discuss tips on how to create new content material with future repurposing in thoughts.

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As I discussed above, content material repurposing may really feel like a cop-out in the event you’re unfamiliar with the technique. You don’t need your audiences to really feel like your content material is repetitive, or that you do not care about creating distinctive content material on each channel. You additionally might imagine that content material repurposing means taking one thing that another person has created and remodeling it to suit your model message. Content material repurposing is neither of this stuff. You’re not being repetitive, you’re utilizing content material you and your groups have purposely created, giving it new life, and guaranteeing that every one segments of your viewers can acquire worth from what you need to provide.

For extra readability, let’s briefly go over what content material repurposing is and what it isn’t.

Content material repurposing is…

Content material repurposing isn’t…

Sharing an previous weblog publish that you simply’ve up to date with new, related knowledge and thought management quotes.

Sharing an previous weblog publish in your Twitter profile with out updating content material for relevancy and easily altering the outline. (This might definitely be seen as lazy.)

Taking heavy-hitting key statistics from an E-book and creating an infographic to publish on Twitter.

Taking a information article from one other website and modifying it to suit your model or enterprise picture.

(Technically this might be repurposing, however it’s principally stealing.)

Creating video clips of podcast recording periods to publish on Instagram to generate hype and pleasure for an upcoming episode.

Posting a marketing campaign on completely different social media channels. (This isn’t repurposing, it’s cross-channel advertising and marketing.)


Why ought to I repurpose content material?

When repurposing previous content material, or creating new content material with repurposing in thoughts, you’re saving your self time. You have already got the information to level you in the direction of high-performing items of content material to reshape and redistribute, otherwise you’re already within the course of of making a weblog publish that you realize will do properly as a podcast episode, quote snippet in your Instagram account, or a part of an E-book assortment.

Repurposing content material may probably offer you an search engine optimization increase. When you may have a number of items of content material centered round related focused key phrases, search engine crawlers will typically acknowledge you as a supply of authority. You’re not simply creating content material for the sake of it — you’re placing out useful assets, in a number of completely different types, that present worth to your customers.

Moreover, repurposing content material helps you scale, each by way of content material quantity and viewers attain. Merely making a weblog publish offers you a presence, however making a weblog publish that may be changed into an e-mail publication or a how-to YouTube video offers you three various kinds of content material in a single, and a presence on three separate platforms with three separate and various viewers teams.

The HubSpot Academy’s free content material repurposing mini-course discusses the advantages of content material repurposing in additional depth in the event you’re taken with studying extra.

Given the advantages that it will possibly deliver to your advertising and marketing efforts, let’s go over numerous methods to repurpose your content material.

The right way to Repurpose Content material

As talked about above, repurposing content material means taking one asset and reusing it someplace else. In case your aim is to repurpose present content material for various channels, begin by having a look at your metrics. Pay attention to what has carried out properly, and brainstorm methods to proceed to supply worth to your completely different goal audiences with the identical content material in numerous types.

Should you really feel as if there’s no potential technique to repurpose the content material you may have or could have, there in all probability is an answer. We’ll go over some choices beneath.


How To Repurpose Weblog Content material

Should you run a weblog, you doubtless have a big quantity of high-quality weblog posts. Whereas it could not seem to be there’s a technique to convert your text-heavy items into completely different codecs, there are definitely methods to take action.

1. Create a YouTube video.

How-to posts are nice to transform in to visible guides on YouTube, particularly with graphics-heavy items. Suppose you’re a enterprise that coaches salespeople on mastering a gross sales name. You may write a script to incorporate in a weblog publish, however it may be transformed right into a YouTube video the place an precise salesperson runs by means of the script.

2. Create a SlideShare.

This is without doubt one of the simpler methods to repurpose your weblog content material, as you’re merely changing it into presentation type. Establish a chunk of high-performing content material, and reproduce it right into a SlideShare. SlideShares are useful as a result of they’re simply shareable, and it introduces audiences to your phrases in a unique, palatable means. Plus, displays assist you to incorporate different graphic parts that aren’t all the time current in long-form weblog posts.

Copyblogger, a content material advertising and marketing firm, went this route with one in all their high-performing weblog posts, as proven within the picture beneath.

repurpose blog post into a slideshare presentation example3. Create an infographic. 

Have a weblog publish stuffed with statistics or knowledge? Think about creating an infographic.

Customers recognize visuals, so making a abstract of essentially the most hard-hitting statistics out of your posts is a brand new, partaking technique to give that means to your content material. You may place these infographics throughout the weblog publish, however they can be repurposed and posted on social media (which we’ll cowl beneath).

4. Create an book.

Creating an book is a good choice for long-form weblog content material that gives instructional worth to your viewers. In your weblog publish, you possibly can contact on particular key parts of your topic and provide the book as a extra in-depth dialogue of the content material you’ve created. Search Engine Journal, a widely known search engine optimization useful resource, went this route with their weblog publish sequence about Content material Advertising and marketing. They’ve ten free-to-access articles in regards to the topic however provide a extra in-depth book information.

repurposed blog content into an ebook example from search engine journal

5. Extract thought management quotes.

Do you usually recruit trade consultants or thought leaders to contribute to your items? Should you do, you recruit these folks as a result of you realize they’ve useful perception (and your viewers will assume in order properly). Take heavy-hitting quotes from articles and publish them in your social media accounts, create infographics, or use them as snippets in e-mail newsletters. Right here’s an instance from the HubSpot Academy Instagram account.


6. Create a podcast episode. 

In the identical vein as extracting quotes from thought management or trade chief posts, think about creating podcasts out of those high-performing posts. You should use the copy as a script, invite thought leaders again for extra in-depth discussions of the perception they’ve given for the posts, or just focus on the weblog publish in its authentic type.

So, there are numerous methods to repurpose your text-heavy weblog posts to present them new life and expose their content material to completely different audiences. We’ve briefly talked about it above, however we’ll cowl extra examples of repurposing content material for social media beneath.


Repurposing Content material for Social Media

Social media websites can accommodate many various content material sorts, lots of which may be repurposed out of your present content material. Let’s go over six choices beneath.

1. Use previous photos as publish backgrounds.

Have high-quality visuals that you simply’ve solely used as soon as? Attempt utilizing  them as publish backgrounds. So long as you’re following the Instagram dimension necessities, you need to use these photos because the background for quotes you extract from weblog posts or just publish the pictures on their very own to attract viewers consideration to a previous undertaking.

2. Submit snippets of present video content material.

Do you may have YouTube movies or any sort of business-related video content material? Submit snippets on social media.

Most platforms assist you to publish video content material, so in the event you edit it down to suit inside their video-length necessities, you possibly can simply repurpose a video for every of the platforms you may have a presence on. Should you’re hesitant to go this route, or new to video general, think about the next stats from Wyzol: 86% of video entrepreneurs say that video has a excessive return on funding (ROI), and 85% of companies already use video as a advertising and marketing instrument.

3. Submit user-generated content material.

Consumer-generated content material may be something from evaluations in your product pages to one-off tweets from a happy buyer. Though it could seem to be these solely present worth of their authentic channel, they are often repurposed for social media. Right here’s an instance from magnificence model Black Lady Sunscreen the place they’ve used buyer evaluations in an Instagram video for a brand new product launch.

Right here’s an instance from Starface, utilizing their Twitter account to Retweet buyer testimonials.

4. Repost social media content material out of your different profiles.

It could appear reasonably convoluted, however you possibly can repost content material out of your social media profiles to your different social media profiles.

This might appear to be taking a screenshot of a Fb publish to share on LinkedIn, an image of a YouTube thumbnail to advertise a brand new video in your Instagram Story, or a screenshot of a Tweet in your Instagram web page. Right here’s an instance of the latter from Stacey Abrams, former Congressional Consultant and Atlanta-based activist.

5. Create new infographics.

As talked about earlier than, creating infographics out of your present content material is a useful repurposing technique, particularly relating to knowledge.

Whereas your viewers can examine your findings in weblog posts or ebooks, knowledge visualizations, and visualizations on the whole, improve the impression of your phrases. Your audiences fairly actually get an image of the importance of the data you’re giving them, and pictures usually tend to be retained. The truth is, photos are 65% extra memorable after a interval of three days.

The publish beneath is an information infographic from the HubSpot Instagram account.


6. Extract quotes from present content material.

I discussed this earlier on, however the technique of extracting quotes from top-performing content material, particularly after they include perception from trade leaders, is especially impactful on social media channels like Instagram or Twitter. Extract these quotes, create social media posts, and re-use them on all of your favourite social platforms.


How To Repurpose Webinars and Movies

Webinars and movies are distinctive types of content material. They’re an thrilling means in your customers to attach with what you need to provide, however, sadly, they aren’t all the time accessible to all members of your target market. Fortunately, there are methods to repurpose them so everybody can profit from what you need to provide. Beneath, we’ll go over tips on how to repurpose video content material to satisfy the completely different wants of your viewers.

1. Create textual content transcripts of your movies.

One of many best methods to make sure that your movies and webinars are accessible to everyone seems to be to create transcripts. When you can definitely create captions in your content material, creating transcripts creates a further means in your viewers members that use Assistive Expertise to get pleasure from what you need to provide.

2. Flip video transcripts into weblog posts.

One other profit to creating transcripts is that they can be repurposed as weblog posts. Should you create a scripted video that follows a logical construction, a transcript doubtless gained’t want a lot modifying earlier than it will possibly change into a weblog publish. For instance, Moz, an search engine optimization instrument, produces a weekly video sequence referred to as Whiteboard Friday. Every video is its personal piece of content material however in addition they use a transcription instrument to show the movies into weblog posts.

3. Create a podcast episode.

Other than accessibility strategies, you may also repurpose webinars and movies into podcasts. Merely extract the audio file, use your most popular instrument to wash it up (right here’s a information from Adobe), and publish it in your most popular podcasting platform.


How To Repurpose Podcasts

Many small-to-medium-sized companies have only recently begun using the podcast wave. Should you’re new to podcasts, otherwise you merely need a refresher, think about testing HubSpot’s information to beginning a podcast for what you are promoting. The useful resource will train you tips on how to construct your feed, manage content material, and market to your target market.

hubspot free guide to creating podcasts

Podcasts are distinctive in that they permit creators to attach with their viewers on a private stage, as hosts humanize a model or enterprise with their very own private experiences and anecdotes, usually with lighthearted conversations. Podcasts are additionally an effective way to achieve youthful audiences, particularly Millennials and Era Z. Given this, let’s go over just a few methods to repurpose your podcasts to achieve wider audiences.

1. Report your podcast periods for social media.

One of many attracts to podcasts is that they really feel human. Use this to your profit and think about taking video of your recording periods. When you may have upcoming episodes, you possibly can launch video snippets on social media to generate pleasure in your viewers, or just publish snippets of current episodes. Queen Enterprise, a podcast created by Black girls for Black girls, does this and posts their snippets on Instagram. They invite well-known company to take part within the podcasts, which provides a component of pleasure to their listeners and followers.


It’s also possible to publish full-length periods on YouTube, or create smaller video snippets of heavy-hitting sections.

2. Pull out quotes for social media.

This has been talked about a number of occasions, however pull out related quotes for social media, particularly in case you have invited company in your present. Quotes from trade consultants or celebrities that your viewers look as much as and think about as useful assets may be posted on completely different social media platforms, and even inside your weblog posts.

3. Create transcripts of your podcasts.

Simply as you possibly can in your movies and webinars, you possibly can create transcripts of your podcast audio for accessibility functions and for weblog posts. Nonetheless, it’s vital to notice that the podcast audio might require extra modifying than a scripted video or webinar if the conversational tone of your episodes doesn’t mirror your running a blog fashion.

4. Embed your podcasts into your weblog posts.

Virtually something may be embedded as of late. Not solely does it assist you share completely different types of content material, however it’s an effective way to supply further worth and context to your customers. Should you’re a HubSpot CMS person, you possibly can embed podcasts episodes immediately into your weblog posts. Right here’s an instance from a HubSpot weblog publish.

repurpose podcasts by embedding into blog posts example


Repurpose by Updating Older Content material

Let’s face it: issues change.

May a few of your older posts use updating? In all probability. There could also be new developments or recommendation you possibly can share on a subject you’ve already written about prior to now. So, take your previous publish, make some changes and additions, and re-publish it. You shouldn’t need to do a whole overhaul,(though that’s additionally an choice)  simply ensure that it appeals to in the present day’s viewers.

One other trick is to research your content material and determine top-performing weblog posts. Should you discover {that a} weblog article isn’t as up-to-date because it might be however remains to be producing a ton of site visitors, leads, or is rating extremely for a aggressive key phrase, don’t publish as a brand new publish.

As an alternative, replace the content material throughout the identical publish so you retain the present URL and search engine optimization worth, and promote the updates you’ve made. Some running a blog platforms even assist you to change the publish date, enabling to show it in your weblog as a model new publish.

It’s additionally price contemplating updating (or including new) calls-to-action to articles which can be nonetheless producing site visitors to extend lead technology potential.

You are able to do the identical with Ebooks. Whether or not you’ve printed it final 12 months or 5 years in the past, make some refreshing updates and re-promote it! This can prevent the time of making a weblog publish or E-book from scratch when you nonetheless acquire the advantages {that a} new E-book has to supply.

Do you have to select to go this route, think about using UpContent to create e-mail digests and social media posts to share up to date, high-performing items along with your viewers (displayed within the gif beneath).

upcontent social media scheduler tool demo

Leverage Your Current Content material to Drive Additional Engagement

All-in-all, as a content material creator, you do what you do as a result of you realize you possibly can present worth to your audiences. Sadly, creating high-quality content material doesn’t simply occur in a single day. It takes time, care, and assets — which may generally be a tedious course of.

Repurposing your present content material isn’t meant to be an alternative choice to creating new content material, however reasonably a supplementary technique. You may proceed to create new content material whereas on the identical time giving new life to your present, high-quality items and offering your viewers with related, timeless info.

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