If so, you are probably leaving 90% or more of the potential benefits of the content untapped.
What’s more, research shows that producing enough content is one of the top three challenges faced by businesses that pursue content marketing.
The good news is that repurposing existing content:
- Multiplies the amount of content you have in circulation.
- Is generally a whole lot quicker, easier and cheaper than creating the original content in the first place.
Digital marketing pioneer, Jay Baer (@jaybaer), refers to content repurposing as content atomization. He uses it both for his own business, and that of clients using his services.
Here’s just one example of his approach.
- A video on YouTube and his Facebook page.
- An iTunes episode.
- A video iTunes episode.
- An episode on Jay’s own video site.
- A blog post.
- Separate posts on LinkedIn Pulse, Medium, and Google+.
- Multiple Tweets.
- LinkedIn social updates.
As you can see, the repurposing process multiplies the exposure that would otherwise be received from a single piece of content. It means you are:
- In front of your marketplace more often.
- More accessible. People in your marketplace have multiple content consumption paths available to them, based on their individual preferences.
In brief, content repurposing allows you to take advantage of multi-channel marketing. That’s important because…
…you need to be in all the places where your customers are searching for information and help them find it.
Michael Brenner, Marketing Insider Group
Communicating with consumers across multiple channels is not just important, it’s essential. Content repurposing is the quickest, most cost-effective way to achieve it.
With that in mind, this post gives you over
40 50 different and powerful ways to repurpose content and reach people in your market across multiple channels.
1. Blog post
Sure, I generally talk about content starting life as a blog post before it’s repurposed elsewhere. That’s simply because it tends to be the model I use here. But of course it can work the other way too.
For example, the transcription of a podcast episode or an interview with an expert can easily form a new blog post. From there, it can be repurposed into other content too.
Turn that epic blog post into a whitepaper or downloadable report or guide that can:
- Help build your list by using it as a lead magnet.
- Be added to sites where you can upload PDFs such as SlideShare and Scribd to build your exposure.
3. Slide show/presentation
Create a presentation in PowerPoint or Google Presentations from other content such as a blog post. Use your presentation as the basis for public speaking activities such as workshops and for upload to SlideShare. Similar sites include:
See related content: How To Repurpose Your Blog Post As A SlideShare Presentation
Infographics combine both text and graphics in an effective way to get a message across in an interesting and digestible way. As a result, when done well, they can be very engaging pieces of content that have a number of benefits.
Imagine an animation that takes “the content from your blog post (or infographic) and turn[s] it into an animated video” (source). That’s a videographic.
Once created, the video can be uploaded to a number of different platforms:
- Facebook videos
- SlideShare (embedded in a presentation)
Gifographics are infographics in the form of an animated GIF image. It’s a type of media Neil Patel brought to prominence in 2014.
Here’s one such example he shared that gives you the idea, although they can also be a lot larger:
7. Video of the slide show
A presentation or slide show (see 3. above) can be repurposed into a video.
Upload the video to sites listed in 5. above.
8. Audio Podcast
Podcasting is continuing to grow strongly after experiencing a resurgence in popularity from 2010.
Apple have stated there have been over 1.6 billion subscriptions, and 20 billion downloads, since podcasts were added to iTunes.
Use your blog post or some other content as the basis of a new podcast episode. Create the audio by:
- Doing it yourself or using someone on your team.
- Extracting it from a video you have otherwise created.
- Hiring a voice talent from a site like Fiverr or Freelancer.
- Information from iTunes on making a podcast
- Services that help you create, share or otherwise distribute a podcast:
9. Video podcast
Podcasts aren’t just audio. They can also be video!
If you’re creating regular videos anyway as part of a systemized content repurposing schedule, why not designate them as episodes within a video podcast? This can of course be in addition to an audio podcast.
Video podcasts can be just as easily added to iTunes. Here’s an example of TEDTalks’ video podcast.
- Experienced podcaster, Daniel J. Lewis (@), lists some pros and cons of both audio and video podcasts ehere,
10. Video of a blog post (talking head)
I’ve already mentioned creating a video from a slide show. Another way to repurpose say a blog post into a video is to use it as the basis of a ‘talking head’ video. This is where you are talking to camera and going through the advice presented in the original content.
The video can of course be interspersed with other shots, such as charts and demonstrations, that help add value to the video.
Recommended Resource: 23 Awesome Tools for Video Content Marketing
11. Live video broadcast
Use existing content as the basis of live video streaming through:
12. Hangout On Air
Use the content as the basis of a live broadcast via Google’s Hangouts On Air. You could for example run a discussion with other expert(s) within your niche.
Webinars are one of the most engaging forms of online content and can form the basis of close relationships with your community.
Try turning a blog post into a training webinar to add further value to your audience. Test the effectiveness of leading into a sales presentation from the training.
Repurpose the webinar further as follows:
- Publish the same slides from the webinar to SlideShare and other similar sites (see 3. above).
- Publish the recording of the webinar as a video.
14. Case study
Repurpose internal data, or perhaps data or other information provided by customers, to form case studies. These can form the basis of a range of content, including supporting your sales message where relevant.
15. Book (digital)
Longer blog posts can be repurposed into an ebook, and/or compile a number of such posts together.
Alternatively, do it the other way around. Create the ebook, and you’ll have material for multiple future pieces of content.
Pressbooks provides software enabling you to create a book in various formats needed by different ebook stores, including compatibility with Amazon Kindle and Apple iBooks.
Related content: Kindle Content: Attract Leads by Repurposing Content for Amazon
They can also provide the print-ready files needed for a…
16. Book (printed)
There’s nothing like the authority a printed book can give you! See Amazon’s CreateSpace for ways to do this.
You can also start smaller. Consider offering a…
17. Contributory chapter to a book
As well as, or instead of, putting your name to an entire book, collaborate with others as a co-author.
For example, seek out opportunities where you can contribute a chapter or two to a book.
18. Printed publication
Can you repurpose content for a printed publication – perhaps a regular printed newsletter or magazine – or contribute such content to publications printed by others?
- How to Get Paid to Write for Magazines – The Ultimate Guide – this content is aimed more at freelance writers, but contains a lot of useful advice for getting content published in major, mainstream magazines. This can result in more authority, credibility and a lot of traffic from engaged eyeballs.
19. Email autoresponder message
Repurpose content as the basis of an email in an autoresponder campaign, enabling you to provide ongoing value to subscribers.
You can potentially link back to the original content such as a blog post, and help familiarize the subscriber with your website. Clicking a link in an email is also a micro-step that helps deepen the subscriber’s sense of trust in your business and their relationship with you.
20. Email newsletter
Similarly, re-use such content within a regular email newsletter. This is how I currently approach it:
21. Email course
Create an email course out of existing content, and use it to help attract more subscribers to your email list.
This could work with say a single blog post, as well as a series of posts that have something in common.
For example, this post could be repurposed as Free Email Course: Learn Over 40 Ways to Repurpose Content You’ve Already Got… and Help Your Business “Be Everywhere”.
22. Pinterest post
Use the images from a blog post as the basis of pins on Pinterest.
Featured images in your post are particularly useful for this. You can also post infographics and other visual content such as videos and SlideShare content.
For an example, see vWriter’s board.
See related content: 25 Top Free and Paid Stock Photo Sites
Create multiple Tweets scheduled out over time based on your published content. Ideally, create different Tweets based on different aspects of your content.
Too many businesses just create one or two Tweets from content that often took hours to produce. However, consider the following:
- Each Tweet reaches its peak rate of engagement within just a few minutes.
- The vast majority of your followers will never see it at all.
In other words, too few Tweets represents a wasted opportunity.
Tweets have the shortest lifespan of postings across all social media platforms… the typical tweet will reach half the value of its total engagement within the first 16 minutes after it was posted.
Alexandra Rohlfs, The Half-Life of Social Media Posts
Instead, create at least a half-dozen Tweets. Focus each one on a different aspect of your content. Schedule them out over several days if not weeks.
- Multiply the traffic you drive back to the content from Twitter.
- Increase the rate of activity and the value provided to followers through your Twitter feed.
(The more Twitter followers you have, the greater the effect – here are 5 different ways to increase your Twitter followers).
24. Facebook Page update
Create one or more updates for your Facebook Page.
For example, you might:
- Post an immediate update after a piece of content has been published.
- Schedule the publication of other post(s) further down the line. This maximizes the exposure the content gives you.
25. Facebook personal profile update
Similarly, add an update to your personal profile.
26. Facebook Group discussion
Can you use existing content as the basis of a discussion or to spark conversation within one or more Facebook Groups?
27. Google+ page post
Google+ is largely a micro-blogging platform. Content such as blog posts can easily be adapted to suit the platform and provide material for posts here. You can also post videos.
Generally, however, most engagement will come through personal profiles rather than company pages.
So a general approach would be to:
- Add a post to the Google+ page.
- +1 and share it further through your personal profile.
28. Google+ personal profile update
Either share the Google+ page update through your personal profile, or create one or more different posts.
Post similar content again at a later date. Share through communities for additional exposure and to attract an audience.
29. Instagram update
Post existing images and other visual content to Instagram. You can also repurpose them specially for the platform.
For example, try overlaying text.
30. LinkedIn company page update
Schedule one or more posts for your LinkedIn company page whenever you publish new content.
31. LinkedIn personal profile update
Add links to your content to your personal profile, via the Publications section.
32. LinkedIn Group discussion
Within one or more relevant LinkedIn Groups, use your existing content as follows:
- As the basis of a new discussion or to stimulate conversation.
- To help answer and respond to ongoing conversations.
33. Tumblr post
Repurpose existing content as posts on Tumblr.
See related content: Using Tumblr for Business: The Ultimate Guide
34. Medium post
Medium is a mix between a blogging and social media platform. It can attract a lot of engagement for your content over time.
See related content: How To Blog On Medium (And Why Your Business Should!)
35. Quora answer
Use existing content as the basis of responding to questions on Quora. The site can drive a surprising amount of traffic when used in the right way.
Approach it on the following basis:
- Add as much value as possible in your answers.
- Link to some other content in order to provide further detail.
- Refer to your website within your profile information.
The more questions you answer, the more opportunities you receive to answer other similar questions on the site.
For more information, see our complete guide on using Quora for business.
36. Quora blog post
Quora blogs offer another possibility for tapping into the vast traffic potential that Quora offers using your existing content. By repurposing existing blog content regularly for your Quora blog and building up followers, you can attract thousands of views for your content.
Click here for more information about how to start your own Quora blog.
37. Snapchat story
Repurpose content as a Snapchat story.
- 5 Ways to Use Snapchat for Business
- How to Use SnapChat: A Small Business Guide
- 5 Creative Ways Brands Are Using Snapchat
38. Guest post
Repurpose existing posts as guest posts on other sites. This will often involve rewriting them in order to create original content. You will also need to adjust the content to suit the requirements of the blog in question.
Look for opportunities to be interviewed by others (perhaps as part of a podcast).
Existing content can be effectively repurposed as the basis of the interview.
This is most often done in relation to book publishing for example. It can be approached in a similar way with other content too.
40. RSS updates
Many of the sites you can publish content on provide you with a personal RSS feed. Look for opportunities to use these feeds to your advantage.
See related content: How To Increase Traffic To Your Blog Using Your RSS Feed
41. Contribute content to other niche websites
Look out for websites in your niche that accept guest contributions.
Locate suitable and relevant subreddits on reddit where you can utilize your content in some way. Look to contribute and add value. Don’t regard it as simply a place for link grabbing.
Add links to your content where it:
- Adds value.
- Is permitted by the specific rules for the subreddit in question.
43. LinkedIn Pulse
Repurpose blog posts and other content into posts for LinkedIn Pulse.
Pulse can generate some excellent engagement. Rather than attempting to sell or self-promote from the content, focus on providing value to the reader. This encourages readers to share the content within their LinkedIn network. Drive traffic and attract leads by linking to:
- Relevant posts on your blog (from where you convert them into leads through various mechanisms).
- Suitable content upgrade offers directly.
Each time you post, it also updates your LinkedIn profile. Here’s how it looks on my own profile:
You can post similar content to that posted to Medium (see 34.).
44. Article directories
True, they’re not as effective as they once were. But article directories like EzineArticles.com still do drive traffic and increase your overall exposure.
For example, EzineArticles.com is in the top 10,000 sites worldwide (based on Alexa information at the time of writing).
Are you already posting content to LinkedIn Pulse and/or Medium? It takes little extra effort to post to these additional sites too.
45. Udemy course
Convert content into educational training content for Udemy.
As well as reaching Udemy’s large info-hungry audience, you can also earn an additional revenue stream from your repurposed content.
46. Guides.co content
Repurpose content into a guide for Guides.co. Guides are generally structured with multiple sections (like mini-chapters) that users can easily navigate through.
You can include multi-media, such as video, audio, images and so on, as well as (do-follow) links back to your site.
It’s ideal for repurposing how-to type blog posts, with guides attracting hundreds to thousands of views.
47. Skillshare content
Skillshare.com is in the top 10,000 sites worldwide (Alexa) and claims to have a million students in their community. It’s similar in nature to Udemy, in that you can earn from developing classes that you publish on the platform.
With classes generally 10-25 minutes long, broken down into shorter videos, existing blog content and tutorials you may have elsewhere can be easily repurposed for the platform.
While for business purposes the revenue share is less significant, the platform helps with brand building and for connecting with an engaged audience via your content.
48. Blab conversation
According to Mashable, “Blab video chat is like Periscope for groups of friends”. It’s a live streaming platform that combines some features of Periscope and Google Hangouts. Can your content be used as the basis of a Blab conversation?
Viewers can also request to join the conversation (as well as watch and leave comments). As such, it can be a useful tool for engagement and connection with your audience.
NOTE: As of August 2016, Blab is no longer available but is being recreated as what may be a more powerful ‘always on’ type platform. Full update from the Blab team here.
Jelly is a Q&A platform like Quora in some ways, but very different in others.
Rather than a social platform (Quora incorporates a lot of social elements), Jelly is designed more as a search engine where people can quickly get answers to questions. If an answer to a question doesn’t already exist, people who can potentially answer the questions are invited to submit their answers.
For the marketer, you can repurpose content by answering suitable questions, and including link(s) back to related content such as on your site.
50. BizSugar post
Suitable for small business and entrepreneurial topics, you can add your content here and hope you attract Sugars (a vote for your content) via the site’s community rating mechanism. The more Sugars you gain, the more visibility your content enjoys.
The type of content you can add includes blog posts, videos, podcasts and more.
Content that achieves the best ratings gains further exposure via the site’s Top Stories widget, their weekly Top 10 newsletter, and their Twitter feed.
51. Facebook Notes
Facebook Notes allows you to add longer content to your Facebook Page. It means Facebook users can read longer content without needing to leave the platform, and allows Facebook to obtain more data from those users for advertising purposes.
For marketers, it’s another opportunity to put your content directly in front of your marketplace, rather than expecting them to click through to somewhere else.
Similar to Medium (see 34.), Quora (see 36.) and LinkedIn Pulse (see 42.), add a repurposed version of your blog post to Facebook Notes too.
See the following article for more information on using Facebook Notes:
In the same way as running webinars (see 13.) on repurposed content, you can do the same with teleseminars.
Blog posts for example can be repurposed in a relatively straightforward way to form the basis of the teleseminar content, and is another way to engage closely with your audience.
There are literally thousands of online forums relating to every conceivable topic, and frequented by your market.
Find relevant forums, for example by searching for “forum [your topic]” on Google.
Get involved and offer your expertise. For example, use repurposed content to help answer questions, stimulate discussion, and generally build your authority and credibility.
Content repurposing is key to building up your online presence. It can multiply your visibility rapidly.
Because you’re creating new content based on content you already have, it’s also the most cost-effective way you can start to ‘be everywhere’ for your marketplace.
Obviously it’s not something that’s achieved overnight, but stay focused by doing the following:
- Get the ultimate content repurposing list with 50+ ways to repurpose your content.
- Aim to incorporate one new content repurposing method a month into your publishing schedule (try setting a calendar item to remind you!). As you do so, tick it off and check your progress over time.