We all know that creating valuable content is the premium currency of the online marketing world, especially since Google Panda & Penguin algorithm updates.
Repurposing content is a great online marketing strategy as it equals one thing…leverage.
It means putting the hard work in once to create the valuable content piece – whether it’s an article, an ebook, a presentation, a video, an audio interview – and then using it again to reach more people in different ways. So the net result when done correctly, is more traffic and more proliferation of your message and value proposition (i.e. your valuable content) and that should translate to more leads and sales, as long as your conversion and sales funnel is tight.
There is a right way to repurpose your content and a wrong way to do it. The wrong way is to rehash old articles, to write the same thing.
For example, historically, SEOers would ‘rewrite’ articles and post on different article sites. They’d do this by ‘spinning’ the article. Just changing around words and sentence structure in the article but not the sentiment. Content marketing has changed somewhat from those days though, Panda & Penguin have a lot to do with it.
We’ve always steered clear of this at iBrand Boost – my personal feeling is that it’s just as easy to write a new article on the same subject (especially if you’re an expert and know your stuff – you’d likely be able to write 50,000 words on the subject and not get hung up on creating a new 500 word article).
Here’s 8 solid ways to repurpose your content in the right way, for great exposure, more traffic to your site and greater time on site/lower bounce rate:
Multiple platforms – this is the best way to repurpose your content and it’s simple – you post your content onto different online platforms. So here’s an example… You create a 5 minute screencapture video (using Powerpoint/Keynote and then recording in Camtasia or Screenflow) tutorial of something your audience would appreciate learning about. Post that video on Youtube, embed that video onto your blog, write a short article explaining what the video is about and also add it to that blog post, share that blog post with your Facebook page and tweet it out to your Twitter followers, take the presentation and add it to Slideshare, take the audio from the video and add it to a some other audio recordings to make a ’10-part audio tutorial’ that you could sell. So with that one video, you’ve just created 6 different content pieces for 6 different media platforms. It’s powerful and what’s more, since you’re using the same original content that you’ve created, you can get an assistant or outsourcer to do the repurposing and its still in your own style and voice
Slideshare – mentioned above but deserves its own point. Slideshare is very powerful and a great platform for improving your SEO and generating new traffic. SO take all of your old presentation slides and video screencapture slides and upload them. Slideshare also has a premium feature which means that you can ollect names and e-mails directly from your embedded presentation.
Link to old posts / related posts – either use a ‘related posts’ plugin on your WordPress website, or simply link to other related website pages and posts within your content. This is called ‘deep linking’ and it’s great for SEO, navigation, increasing visitor time on your site, reducing visitor bounce rate and for helping the search engines to crawl your site. Plus it takes no time at all to do.
Transcribe your audios and turn them into blog posts – say you interview an expert in your field for an hour. This would roughly give 10,000 words of transcribed text. You could potentially turn this into 10+ high quality, fresh bog posts. A great transcribing service I like, which is reasonably priced is www.speechtotextservice.com or www.rev.com.
Create standard tutorials – these should be timeless valuable pieces that you can link to over and over again in other content. for example, in my alkaline diet niche site, have created a standard alkaline foods list that I link to in e-mails, other articles, refer to in my YouTube videos, you can see it here www.alkaline-diet-health-tips.com/alkaline-foods/alkaline-food-list. As it stands, it has received almost 200 Facebook shares, largely due to it being a standard tutorial item that I share and repurpose a lot in my other content.
Add your web images to Pinterest – Pinterest has a functionality where it can grab your website images and pin them onto your boards, so it does the repurposing for you. Use it!
Create a ‘best of’ list post of all your top blog posts – assuming you have a lot of blog posts, this saves the the reader the time of trawling through your archives to find all your best posts (who does this?), a handy list post ca do this for you.
Create a weekly/monthly e-mail newsletter – depending on which e-mail autoresponder service you use, you can send an automatic newsletter to go out weekly, monthly or as soon as you have a specified number of new blog posts to your e-mail list. I use and recommend Aweber and you can easily do this.
Do you have any other ways that you repurpose your content? Do you use any of these content marketing strategies already? Leave a comment with your experience, I’d love to hear!