The most inefficient use of a MarketerTime consists of spending several days researching, reporting, writing, editing, and SEO priming a single blog post, only to spend the ages gathering dust in the archives – and then the Repeat the process from scratch.
Every marketer needs to make content repurposing part of their process – especially if they want to work smarter, not harder.
What is content repurposing?
Take some piece of content you’ve already created and give it a new spin or adapt it to a new format, e.g. B. Editing a podcast interview transcript and turning it into a blog post. This is one way to produce content more efficiently.
What is the benefit of content reuse?
By reusing content, marketers can get the last drop of the work already done. And because their time and resources are often limited, they can fill content calendars with maximum efficiency.
By changing its use, a marketer’s work can also find new target groups – or meet existing ones in new places, strengthen a company’s web presence and give people additional opportunities to deal with the content.
Perhaps most importantly, repurposing content gives existing content a second chance to make an impact. Maybe they didn’t find an audience the first time around, or maybe they have a lot of traffic to begin with and then eventually die out. With a simple tweak, content that doesn’t rank high on search engines can get the refresher it takes for the algorithm to get it on the first page.
How to reuse content
While content reuse is supposed to make a marketer’s job easier, there is much more to it than copying and pasting the same material from one medium to another.
One way to efficiently reuse content is to start with core content and break it down into multiple formats.
Content reuse ideas
- Start with an in-depth interview.
- Publish it as a podcast.
- Upload it as a video on YouTube.
- Use video highlights for Facebook ads.
- Use audio snippets for Instagram stories.
- Transcribe the interview and edit it in a blog post.
- Bundle multiple blog posts into one e-book.
- Use quotes from blog posts to create social cards.
- Use statistics from the blog post to create infographics.
Create your ‘Hero’ content
The first thing you need to do is create your core content. Think of this as a large slab of stone that you will later break down into multiple assets.
A prime example of hero content is an in-depth interview with someone who is an expert on any topic you write about.
This is what Elise Dopson, a content writer and consultant, does for her Peak Freelance membership community. Once a week she records an interview with an expert, which she (with the expert’s permission) distributes to her audience. She uses that as the “basis for everything else,” she said. From there, “it’s just about optimizing things.”
Publish audio as a podcast
After completing the interview, edit the audio recording using a service such as GarageBand or Audacity. Publish the finished product to iTunes, Spotify, Stitcher and elsewhere.
Upload the video to YouTube
If the interview was conducted on a video conferencing platform, edit it with a video editor and then upload it to YouTube.
Use video for Facebook ads
If your interview with a client or user is being conducted for a Case studyFor example, you can take a short segment of it and use it as a video for Facebook ads (assuming this is a marketing channel your business uses). Make sure this use case is included in the approval form. Customers shouldn’t be surprised if they see yourself in your ad.
Create audio snippets for Instagram stories
Find the most memorable quote or hottest recording from your interview and cut it into a 10-second audio clip. Combine it with a background image (an audiovisualizer and headshot of the source work great) and post it as an audiogram on Instagram Stories.
Turn the transcript into a blog post
Import the audio file of your interview into a transcription service, e.g. descriptionto make a text version of it. Clean up the subsequent sentences, add some section headings, and post them as questions and answers on your company blog. (You may need to read the transcript while listening to the interview to identify any inconsistencies.)
… or a series of blog posts
To get even more miles out of the interview, make it a series of blog posts. Identify the most important points of the interview and address each point with your own comment in greater detail and in greater detail in a separate blog post. Use your subject matter expert for key insights and citations, but write the meat of each post yourself.
Cross-post the blog post on Medium
To reach an even larger audience, you can publish a copy of the blog post on Medium. Make sure you Put the original post as a canonical link. This way search engines know which version of the post to prioritize in their rankings and you won’t be penalized for posting duplicate content.
Turn multiple blog posts into one e-book
When your archive has enough blog posts dealing with the same topic or sharing similar topics, you can bundle them together and publish the collection as an e-book. This works especially well for lead generation, where you offer the e-book for free in exchange for a prospect’s contact information.
Use key insights on social media posts
Customize your blog post on a Twitter thread. Make sure that every tweet has a single point. Remember: you only get 280 characters per tweet.
Another way: pull out the quickest quotes and surprising stats from your interview (or the blog post you created from it) and create social cards with them. These beautiful images can be created with services such as Canva.
These social posts don’t have to promote your blog post either (although that works, too). It can be stand-alone content that provides bite-sized value to people who scroll down their feeds.
Customize surprising facts and statistics into an infographic
Numbers are often most effective when presented visually rather than through words on a page. This is where infographics come in. With tools like Canva, marketers can quickly pull the most interesting stats from their interviews and put them into a shareable, socially friendly image. A copy of the text version can also be included to give the infographic a guidance.
What content is worth reusing?
Not sure where to start repurposing your content?
Jason Bradwell, director of marketing and inventor of the B2B Bite newslettersuggests starting with the elements on your website that are already generating high traffic and click-through rates.
“These are good indicators that you have a compelling story that people are interested in,” he said. “It is worth checking whether this story can be resolved and reassembled in a different format.”
He also suggests asking your sales team: What content did they send their leads to? What’s resonating with their prospects? Did your customers refer to one of our contents?
“If you have a good feeling from your sales team that there is some momentum behind a piece and that it just needs to be repackaged so it can be consumed in other ways,” Bradwell said, “this is an opportunity for you want to use. ” follow.”
Perhaps there is a whitepaper that is well received. Try turning this into an infographic or short blog post tailored to give a busy manager a quick look inside.
Which sales channels should you focus on?
Unless you have a large team and budget, it is a matter of deciding which marketing channels to focus on. You can’t always be everywhere, said Bradwell. This is “one of the biggest mistakes growing B2B companies can make.”
This is why Bradwell suggests using a 60/20/20 rule as a guiding principle: 60 percent of your focus should be on creating content for the channel you know works best – anywhere Research, hang out, and convert your buyers. Pour the bulk of your content creation effort there.
The next 20 percent of your focus should be on reusing that original hero content across other channels. (See the “Reusing Content” section above.)
And the last 20 percent of your efforts should go to the places Bradwell calls the “left field channels” – places where you can test some ideas and meet your prospects where they don’t expect to see you or your competitors (Places how Tick tock or Clubhouse).
“It’s good to be a big fish in a small pond,” said Bradwell.