If you’ve been blogging for a long time, like me, you have probably published a lot of educational content in an effort to attract prospects for your business and get new leads.
People consume information in a variety of ways, so if you’re only writing blog articles, you’re missing out on the audience that only wants to watch videos, for instance.
My recommendation is to repurpose those blog articles, (or any other content you produce), so you can get more mileage out of them, and reach more people who will be interested in what you have to say.
I have tackled this subject twice before:
Those previous articles focused on written blog articles as the source material. But you may not have a written blog. The bulk of your content may be in the form of videos. No matter what source material you have, you can still repurpose it into different formats to reach the widest possible audience.
Here are my top 7 ways to repurpose old content:
- Enewsletters – Social media gets all the publicity when it comes to marketing, but email is still a powerful way to nurture prospects. If you’re sending out a regular enewsletter to your list, this is the perfect place to include blog articles. I don’t mean to copy the entire article into your email. A better tactic is to tease the subject matter with a sentence or two and then include a link to the article in the email. This allows you to track the open rate and see if the article resonates with your subscribers. You can also share videos in your emails, although you probably will have to include a screenshot of the video and then link it to where the video is hosted, such as YouTube.
- Video – Whatever content you have written is definitely ripe for turning into a video. There are several ways you can do this too. You can simply record the information – “talking head” style into a camera, or as a Facebook Live. You can create a powerpoint and talk over the slides. There are also software products like Lumen5 which can do this for you too. Conversely, if you have a video already recorded, get it transcribed and then use that content as a blog article!
- Slideshow – If you turn your blog article into a powerpoint for video, the next step would be to upload that powerpoint to Slideshare! Make sure you keep the text to a minimum on the slides. Use bullet points and images to get your point across.
- Podcast – Another way to make use of evergreen content is to make audio recordings that can be used for a podcast. You can then embed the podcasts onto your blog to give your subscribers another way to consume the information. I did this when I started my Write $ell Succeed podcast in 2015.
- LinkedIn – The social networking site allows members to publish content on their profile sites. It’s great if you have the time to write an original article to post on LinkedIn. That’s preferred. But if you don’t have time, and would still like to share useful information with the vast numbers of people on LinkedIn, you can republish an older article on the site. Tip: Add a sentence at the end, stating the article was first published on your blog and include the URL. Ex: Article originally published on GloriaRand.com
- Infographic – Translate your content into a visually appealing infographic. However, don’t make the mistake I’ve seen many times which is to just put all the words of your article on a graphic. Think simple. The content needs to be easy to read, otherwise, it will just turn off your audience. Here is an example of a LinkedIn blog article I wrote that I turned into an infographic:
Click here to get this infographic
- Ebook – Have you written extensively on a particular subject? You’ve got the makings of a book! CreateSpace is a free service that will enable you to turn that material into an ebook or paperback book (depending on the length of the manuscript). Now, you can call yourself a published author, and if you get it listed on Amazon and enlist your friends and followers to buy it the day it’s published, you could even be a best-seller! That’s an added boost of credibility you can use to attract new clients.
- NEW Blog Posts – I realized after I started writing this article that there were actually 8 ways to repurpose old content. This blog article is a prime example. As I mentioned above, I’ve tackled this subject twice before, in 2010 and 2014. The concept is still worthwhile to talk about today, because I was able to freshen it up with new information. My advice is to scour through your old material, and look for articles that can be updated and repurposed as a video, powerpoint, podcast, etc. There’s no use reinventing the wheel – when you can just bring out a new model. 🙂
Do you know any other ways to repurpose old content? Please share them in the comments below!