How to Repurpose Content in Content Marketing

How to Repurpose Content in Content Marketing


So now that you know how
repurposing content can help your content marketing, how do
you extend the value of your content by curating it into a
new format? Let’s dive into some repurposing content
strategies and best practices. There are a few different ways
to repurpose content: you can republish content and you can
recycle it. Let’s start with republishing content. Content
republishing is the act of reposting your content, mainly
blogs, on other websites with proper credit given to the
original author. This approach allows you to focus on creating
a great piece of content that you can promote on other
websites besides your own. To start, there are a few things to
consider when republishing content to make sure your search
engine optimization is not penalized. First, make sure the
source uses a canonical tag, which tells search engines this
article is republished content-a copy of the
original. This will connect search engine bots crawling the
page with the original article, so they can pass the “link
juice” to the appropriate website or author. Second, make
sure the repurposed content has a link at the beginning or the
end of the post that connects back to your website. This is
important, as new readers know where to go if they want to
learn more from the original source. And third, have the
source “NoIndex” their copy of the article. This avoids
duplicate content issues, by telling search engines not to
rank this content. However, this will not impact your rankings or
the value of your inbound links. Here are some best practices
when republishing your content. First, there are hundreds of
websites where you can republish your content, but strive to
choose reputable sites to partner with. Sites like
Business2Community, Social Media Today, Business Insider, Next
Web, HuffingtonPost, Quora, and Reddit are good places to start.
Websites with higher domain authority will give you a
stronger lift in search engine rankings. Additionally, there
are sites where you can republish your content and
manage it, like LinkedIn, Medium, and Inbound.org. These
sites make it easier to control messaging and timing of posts.
Second, don’t republish all of your content, just top
performing content. Not all of your content is going to produce
high results. Only republish your bestperforming content; if
the content performed well on your blog, chances are high it
will perform well on other sites. Third, take the time to
update the headline of each republished piece of content.
This will help each post stand out, especially when someone
performs a search query. They’ll see multiple
variations of your content, keeping it fresh. When marketer
and entrepreneur, Ryan Battles, publishes a blog post, he
republishes it to LinkedIn, Medium, Reddit, and other
relevant channels- maximizing the reach of his content. But
here’s the kicker: he alters the headline of the republished
articles to differ from the original blog post. Notice
Battle’s blog post headline on his website, “Finding Your
Customer’s Pain Points,” then see how the content is
republished to LinkedIn and Reddit with the headline,
“Nailing Your Audience’s Pain Points.” Fourth, wait at
least two weeks before you republish your content. You want
to give search engines enough time to index the original piece
of content so that it ranks higher than the republished
content. Fifth, include internal links throughout your post. This
will allow readers the opportunity to learn more about
specific products, services, or other pieces of content you have
to offer. Notice how when you click through to Battle’s post
on LinkedIn, there’s a link in the first sentence titled
“knowing your audience.” When clicked, it takes you to a
relevant article on his website about knowing your audience.
Six, make sure your content is a great fit for the site it’s
being published to. If there’s not a section that’s relevant
to what you’re writing about, then it’s not a good fit, and
the value isn’t there. And seven, make sure you include a
call-to-action within your blog’s post. Remember, blogs
are a great tool to convert visitors into leads. Not
including a relevant call-to-action is a missed
opportunity. Scrolling down Battle’s post, you’ll notice
he uses a hierarchy of helpful call-toactions. Now that we know
how to republish content, let’s take a look at how to
recycle it. Before diving in, recycling content isn’t as
simple as copying and pasting material from one content format
to another. If you want effective recycled content, then
you’ll want to use the ACE method, which stands for Adjust,
Combine, and Expand. To start, you may need to adjust content
to make sure it provides a good user experience. Ask yourself
questions like, “What needs to be added, removed, or
reworded?” Next, you may be able to combine related or
unrelated content to provide new value or meaning. Lastly, is
there an opportunity to expand on something you’ve already
done in order to dig deeper into that topic? Think comprehensive
big-picture view. Keeping these three things in mind, let’s
see how we can put them into action. When recycling content,
think from the ground up, like the growth of a tree. Every
healthy tree has roots, a trunk, and a crown which is made up of
multiple branches. Think of your roots as a series of short-form
content, like blog posts, social messages, and videos. The
purpose of roots is to form connections–bonds with other
roots that grow into a tree, which produces a trunk. Think of
the trunk as a long-form content offer, like a guide or ebook.
And what grows from the trunk? Branches! Think of each branch
as an extension of your content offer into a new format, like a
webinar or infographic. Your content marketing plan should be
filled with a forest of trees that have strong roots and
branches. Interesting concept, right? But how do you do it?
What you need is an end goal, something that can be grown
into. If you have an end goal, like a comprehensive guide, then
weekly content creation activities like social media and
blogging can serve a much larger purpose to supporting your
overall content marketing plan. Don’t create content just to
create content. If your goal is to attract, convert, close, and
delight your potential prospects into valuable customers, then
you should look to the buyer’s journey for all of your buyer
personas. Think of each content idea that provides value to your
buyer persona’s journey as a seed. This seed is something
that can be planted. And if you consistently nurture that seed,
really give it the attention it needs and deserves, then it will
sprout and start to develop a foundation of roots that grow
into a healthy sapling. And if you continue to nurture it, that
sapling will go on to develop into a mature tree with strong
branches. Simply identifying content in the buyer’s journey
will help cultivate strong seeds for your content creation
efforts. To better understand this concept, let’s build a
comprehensive guide by identifying the seed first. To
determine your seed, you need to have an idea that you care
about, something that you’re willing to nurture and help
flourish. Here’s how I did it. My wife, Ariele, and I are
wanderers. We’ve moved around from state to state and realized
this is a lifestyle that suits us well. Through our journeys,
we’ve learned how to repurpose everything in our lives to
reduce clutter, including our truck. Meet our truck, George.
George is a 2009 Ford f250 Super Duty work truck. George may look
like your average work truck, but looks can be deceiving –
he’s much more than that. I’m someone who loves to
stretch the value out of things, so Ariele and I decided to
repurpose George into a storage unit that doubles as a camper.
Our goal was to help other like-minded minimalists by
documenting our experience and creating an in-depth,
step-by-step guide to help them convert their vehicle into a
functional living space. Here’s how we created a
76-page guide during the span of two months using Instagram,
YouTube, and our blog, blog.wildwewander.com. First, we
identified the content format and topic, a step-by-step guide
on how to convert a truck into an off-grid truck camper. This
is the overarching idea of what we want to write about. This is
the seed for the tree we want to produce. We had to identify this
first before planting and growing the roots. Next, we made
a list of subtopics that supported the overarching topic.
The important thing to consider here is choosing subtopics that
are strong enough to provide value by themselves, like
creating an off-grid electrical system, but also complement the
other subtopics in our comprehensive guide. These are
our roots. We need these to grow into a strong, compelling offer.
One thing to keep in mind when it comes to identifying
supporting topics is to make a list of as many ideas as
possible. The more topics you can identify the better, as
it’s only going to strengthen your roots. But don’t feel
that you need to recycle each topic into the content offer.
Just choose the strongest, most relevant supporting topics. If
you have extra topics, then you can use these down the road for
potential content ideas in support of the overall theme.
Notice how we identified “building a rooftop deck” as
a subtopic, but decided not to include it in the guide-I
attempted multiple variations of the rooftop deck build, but just
couldn’t get it right. Instead of letting that subtopic bog
down progress, we decided to leave it off the list and do it
later. Alright, here’s the outline for our guide. Notice
how our content theme resembles our title, and our subtopics
serve as a chapter within the guide. Now we can focus on
creating content for each subtopic as opposed to thinking
about the entire guide, which makes this process so much more
consumable and manageable. Next, we started the project and
documented our progress via Instagram. We chose Instagram to
document our journey because this is our primary social media
channel where we engage with our audience. You could do the same
with Facebook, Twitter, or Snapchat. Next, we wrote a blog
post for each subtopic. And because we knew we were going to
need visual aids for each post, we embedded Instagram photos
throughout each blog post. Next, we created a video for each blog
post. We hosted the videos on YouTube and embedded them at the
end of each blog post. This was a nice value-add for readers, as
it gave them the opportunity to view progress after reading
about it. Again, the video content follows the same story
of our Instagram page and our blog, but it’s in a different
content format on a different distribution channel. Let’s
take a look at this blog post about repurposing a blanket into
a ceiling cover and curtains. See how we used Instagram photos
and videos to help tell the story. Scrolling down the blog
post, notice how we inserted a YouTube video at the end of the
post. Are you noticing a trend here? Not only are we telling a
cohesive story across multiple channels, but also, and more
importantly, we integrated all the content formats together.
Readers now know what other channels we have and can choose
to engage and follow us there as well. Once we had all of the
content for the guide, we downloaded a free ebook template
from HubSpot’s Marketing Library. If you’re looking for
marketing resources and templates for downloadable
offers, then you should definitely check out HubSpot’s
Marketing Library. From resources about lead generation
to building editorial calendars, there’s something for every
content marketer. We recycled all of the blogs, various
Instagram photos, and YouTube videos to help build our
comprehensive guide. And while we could have just copy and
pasted the blog content, we adjusted and expanded upon each
of the blog posts’ content to provide additional context and
value within the guide. All we needed to do to complete the
guide was add an introduction and a conclusion. Effective
writers always wait to do these tasks last. By nurturing
continuous growth of the roots, they helped form into our
step-bystep guide. And there you have it, an effective way to
form a compelling long-form offer by recycling short-form
content activities. But we’re not done yet! We still have to
connect everything with call-to-actions. Because each
blog post was created before the offer launched, we didn’t have
a relevant call-to-action to offer. Instead of just leaving
the call-to-action out, we allowed visitors to subscribe to
email updates. This way we could promote the guide to them once
it was available. Once the offer launched, we went back and
inserted an image call-to-action in each blog post to promote the
guide. This framework can work for any type of content offer
you want to create. You just need to take the time to plan
out the contents of your offer so you can make use of your
weekly content activities. Once you have a content offer, start
thinking about how you can reuse this content. There’s a great
deal of value that you can draw from by branching it out into
additional content formats. Start by asking yourself, “How
else might this content be consumed?” If you’re looking
for a place to start, then consider looking to your buyer
personas’ journey. Not only will this help ensure you’re
creating content with a purpose, but also, and more importantly,
this will help keep your message consistent through each stage of
the buyer’s journey. To help us understand this, let’s
quickly recap our guide example. We’ve identified a format and
topic to an offer we wanted to create, built a foundation
through a series of Instagram posts, videos, and blog posts,
and we recycled that content into a comprehensive guide. Now,
let’s review how we could branch out this content into new
formats for our buyer personas to consume. To start, what about
recycling the guide into a slide deck? We could take key
information from each chapter and create a slide for it. This
would condense the information while still communicating the
value in a more visual way. And we could take your slide deck
and post it to SlideShare. Now that we have a slide deck, what
about recycling it and using it to host a digital training or a
webinar? This could be a great opportunity to create a more
engaging learning experience for our audience, one where they
have the opportunity to ask questions and learn more about
our thought leadership and what we have to offer. And we could
offer a recording of our webinar on our website or upload it to
YouTube and Vimeo. What about recycling our slide deck into an
infographic? Infographics are a great way to visually tell a
story. They’re also great attention drivers that could
help get the word out about the guide. We could write a blog
post about the infographic and share it across all our social
channels. What about recycling our infographic into a
videographic by animating it and adding a voiceover to provide
additional context? We could upload to YouTube and Vimeo,
write a blog post about the videographic, and share it
across all our social channels. We could even take it a step
further and launch a content series that’s released over
time. What about recycling our guide into an email series? We
could help organize the project by splitting up each chapter
into a series of emails over a specific span of time. This
could make the content more digestible as opposed to reading
it all at once. We could offer a landing page that allows people
to subscribe to the email series. What about recycling the
email series into a podcast? We could recycle the email content
into an audio episode. This way, people could listen to our
content while actually doing the project. We could offer a
landing page that allows people to subscribe to the podcast and
host through Soundcloud, Podbean, or iTunes. As for my
example, after going through this process and making many
trips to the hardware store for materials and tools, we decided
to first recycle the guide into a checklist. This way, if the
reader wants to get started they have everything they need to
stay organized. I really could have used a checklist during our
build. Whew. And because we used the content from the guide to
create the checklist it only took us a few hours to complete.
That’s what I like to call efficiency! The opportunities to
recycling content are endless. Just make sure to always tie
content creation back to the buyer persona and the buyer’s
journey to make sure it supports your topic. In the next video,
you’re going to see an example of how a list of online articles
were repurposed into a successful product.

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