Do you wish it didn’t take as long as it does to create content for your small businesses blog and social media? Then it’s time to embrace content repurposing. It’s the best way to get value for money from the time you invest in research and creating content.
Today’s post will show you how to take a single blog post and repurpose and optimise your way to another 7 pieces of valuable content. Turn your content into a multi-media experience for your visitors and fans. The more you create, the more they have to share. So you benefit as much as they do.
WHAT IS REPURPOSING CONTENT?
It's taking content you’ve created and chopping it up and reusing it.
We all know how labour intensive creating useful content for blogs and social media can be. Repurposing is about squeezing every drop of goodness out of your work. Making those hours spent researching and writing worth your while.
But, it's not a case of copying and pasting the same content everywhere.
The key to making repurposing work, is to ensure you optimise each piece for its new home.
Optimise it for:
- the user;
- the platform;
- the format; and
- the action you want people to take.
Value for Money
The most important reason is that you get a better return on the time you’ve invested.
Creating useful, shareable content takes time. If you can make two or three times as much content for just an extra 30 minutes work, then it’s time well spent.
A content format that works for one person, may not work for someone else. Varying the format of your content means you will catch the attention of more people. Multimedia is the way to go, so try and include written, visual and audio.
Your followers will also have their preferred social hangouts. Not everyone is a blog reader. Not everyone has time to watch videos. If you write a blog post but don’t cross promote on social media, some of your fans may never see that content. If you create a blog post and video, you’ve just doubled your chances of being seen.
Sharing is crucial if you want to get your information in front of new people.
Just because you’re not a big user of Pinterest or Facebook, it doesn’t mean someone reading your blog isn’t. By creating a variety of platform-specific images, you encourage people to share, putting your content in front of their audience.
Research suggests that potential customers also respond to different forms of content at different points on their buying journey (Hubspot, 2014).
As you can see, variety in content created by repurposing can only reinforce your marketing efforts and broaden your reach.
Give your visitors as many ways to consume your content as you can, as many opportunities to engage with you as you can, and as many things to share as possible.
So, how do you do it?
ONE BLOG POST SEVEN WAYS
I’m going to show you various ways this post could be repurposed.
This is a list of ideas only. Don’t think for a second you have to do all of them every time you write a blog post. My intention is to provide inspiration and save you time, not finish you off completely!
1. Make a Video of a Presentation (+ a slideshow)
You’ve already written a script in the form of a blog post. Pull out the pertinent points, put each on a slide, add a memorable quote or statistic, plus graphics or images. You then present it to yourself, recording the screen as you talk.
You can use PowerPoint, Keynote or Google Slides to create and play the presentation. To record, look for screen-capture software. There are free and paid options for PC and Macs. Debut, from NCH Software, also allows you to include a webcam overlay.
If you are in the B2B market, consider turning your presentations into slide packs. You simply need to save your presentation as a PDF and upload to a site like SlideShare.
This Post: I’ve used Quicktime software to record the presentation here with a voiceover. I did some editing with iMovie. I’ve created simple graphics to illustrate the presentation, which I will repurpose when making an infographic.
Optimise: Upload to YouTube and optimise the title and description fields. Add a Video Card as a Call To Action. Make sure you cross promote your new video on your other social networks and encourage people to subscribe. When using SlideShare, make sure to enable sharing by others and use tags to help your presentation get found.
2. Record a Podcast or Create an Audio File
Although video and visuals are all the rage, podcasts are proving ever popular. People love listening to them on their way to work, while running, doing the housework or sitting in the car. You could open yourself up to a whole new audience who just don’t have time to read blog posts or watch videos.
Recording a regular podcast is a big commitment. There's a learning curve and some initial outlay for equipment. If you don’t enjoy writing, however, it may be something worth exploring.
You don’t have to start a full-blown podcast to record audio. You can offer a simple MP3 file for download on your blog post. This would be a great way to test the waters and find out if you like talking to yourself!
This Post: If you’re making a video of a presentation, you can detach the audio and save it separately as an MP3 file. If you intend to do this, remember to give a good introduction when you record your presentation, so the audio stands alone without the aid of visuals. I found I referred a few times to the detail on a slide and mentioned video in the introduction. I decided to record a fresh audio recording with Quicktime. It only took me about 15 minutes.
Optimise: Use good-quality equipment for the best sound and make sure your record in a quiet area. If you get frequent interruptions, make sure you put a friendly keep-out sign on your door. If you find you enjoy recording audio, consider starting a podcast and learning about wider distribution opportunities through iTunes and Stitcher.
3. Turn a Pull Quote or Question into an Image
Can you pull out the key message of your blog post, ask a question or make a bold statement? These are great conversation starters on social media.
This technique can be used for Instagram, Twitter, Facebook or Pinterest. Good image sizes (as at Apr 17) are:
- Instagram: 1080px x 1080px
- Twitter: 440px x 220px
- Facebook: 1200px x 630px
- Pinterest: 735px x 1100px
This Post: This is a simple graphic with the main message of the post in text. I’ve added my logo and will use this as a Twitter image to try and catch people’s eye.
Optimise: Make sure your images are the recommended size and have your branding. Don’t forget to include a logo or URL so people know it’s yours. Consider added the image to a Click-to-Tweet.
4. Make an Infographic
If you have the skills required, or the budget to outsource, you could make an infographic.
Infographics, in the purest sense of the word, are graphics that require little-to-no text to explain them. The key information is contained in the graphic elements. Many ‘infographics’ you see online are actually just extra-long images. Nonetheless, either form is popular and people love to share them.
Even the infographic can be chopped up and reused. The whole thing can be pinned to Pinterest, and small sections can be formatted for Twitter or Facebook, providing visual teasers to the full image.
This Post: A numbered list of ideas, with a graphic for each, would make a simple infographic. I've repurposed graphics used in the presentation to save time.
Optimise: Keep it branded and make sure you add a shortened or pretty link to the foot of the graphic. Shortened links can be tracked and pretty links are easier to remember. People will share these, so make sure your name goes with it wherever it goes. Backup any claims or statistics with a reference to the source.
5. Create a PDF as a Content Upgrade
Content upgrades are a way of capturing emails and adding value to the original post. Creating a PDF of just the blog post isn’t going to add much value to your visitor. Better still, if the content is suitable, you could create a checklist of the key points or a workbook with questions to prompt action.
This Post: For this post a workbook that includes questions as prompts with guidelines on optimising each content format would provide a useful download. I would add share buttons, making it easy for people to tweet or post to Facebook and Twitter, and to point people to my Resource Library landing page.
Optimise: Content upgrades need to add value, so make sure you are giving more than in the blog post alone. Again, as always, make sure it's branded and contains links to encourage people to follow you and keep in touch. You can also add social media share buttons to increase traffic a particular landing page.
6. Create MORE Blog Posts
It's surprising how much you leave out of a blog post. I certainly gather more research and put far more in the draft than ends up in the final version. The research and drafting, however, could generate a host of other ideas.
Or, why not pitch a guest post idea to another site? If you’ve created a video or slideshow, you could embed that in the guest post version of the post.
This Post: I could easily create a how-to posts for each of the repurposing ideas here. For example: how to edit a video, how to upload a podcast, how to create a pdf guide, how to create a social media image in Photoshop, etc.
Optimise: If you do create more blog posts, go back to the original post and add internal links to the new how-to articles. Read guest post guidelines on blogs before pitching. Good blogs get a lot of enquiries, so give yourself a better chance by showing you’ve read their guidelines and understand their audience.
7. Create an Ebook
Okay, this one isn’t completely without effort and time. But, if you’ve written a list post with a follow-up series expanding on each list item, considering combining these into an e-book.
You'll need to edit to ensure consistency and flow, and then create a cover and add a page with contact details and where to find you on social, etc. You can also add a click-to-share buttons on PDFs, which make it easier for people to spread the word.
Although this would be the most time consuming repurpose on the list, you'll have produced something of real value you can share as an email sign-up incentive or possible sell.
This Post: The contents of this post, followed by individual chapters on how to create these different formats, would certainly provide plenty of information for a small e-book. The book could include links to the video tutorials on the blog.
Optimise: Edit, edit, edit. Even though it's a series of blog posts spliced together, you don’t want it to read like a series of blog posts spliced together! See it as a good first draft that you can edit and expand with further text, images or hyperlinks.
KEEP IT EASY AND QUICK
Templates are your friend here. Have a pull-quote template ready branded, sized for different platforms and just edit the text. A branded template for your presentation slides is a great time saver and gives your work a professional, recognisable look. Create an intro and credits for your videos and podcasts you can use over and over again.
And, don’t forget your old posts. If you are short on time or short on ideas, why not look back at your popular posts and turn them into videos or podcasts? Are you missing images on some? Create a pull quote you can use to illustrate the blog post and promote in on social media to engage your audience and drive fresh traffic.
No content creation is going to be without effort but, compared to thinking of something new each time, you can see how much time you save by reusing material.