How to Repurpose Content

How to Repurpose Content


– Experienced content
marketers have their own tips, tricks, and processes to
help recycle their content to provide new value and meaning. It really is an art form, one that can be learned and adjusted to meet the needs of
you and your business. Before diving in, recycling content isn’t as simple as copy and pasting material from one content format to another. If you want to get the most
out of your 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, what needs to be added, removed, or re-worded? Next, you may 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 review a proven method on how to repurpose content, one that I’ve been using
religiously for years. Please note, this is not the only way to go about repurposing content. This method is especially helpful for lead content creation teams that want to get the
most out of their time. When recycling content,
think from the ground up, like the growth of a tree. Every healthy tree has three things: roots, 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 that trunk as a
long-form content offer like a guide or an e-book. And what grows from that trunk? Branches. Think of each branch as an extension of your content off onto a new format like a webinar or an infographic. Your content marketing
plan should be filled with a force 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,
engage, 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, then it will sprout and start to develop a foundation of roots and
grow into a healthy sapling. And if you continue to nurture it, that sapling will go onto
develop into a mature tree with strong branches. Simply identifying content
in the buyer’s journey will 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 an example of how I did it. My wife, Ariele and I are wanderers. In three years, we’ve
traveled over 50,000 miles while working full-time from the road. Through our journey, we’ve
learn 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. Ariele and I decided to repurpose George into a storage unit that
also doubles as a camper. We know we’re not the only individuals trying to live this alternative lifestyle, so our goal was to help
other like minded minimalists by documenting our experiences
in 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 over the course of two months using Instagram, YouTube, and our blog. Step one, identify
content format and topic. We know our audience is made
up of doing-it-yourselfer project enthusiasts. Keeping this in mind, we knew we want to create a step-by-step do-it-yourself guide on how to convert a truck into a truck camper. This is the overarching idea or the seed for the tree we want to produce. We had to identify this
first before planning it and developing the roots. Step two, make a list
of supporting subtopics. The important thing to consider here is choosing subtopics
that are strong enough to provide value by themselves but also complement other subtopics that align with the specific
topic we’re writing about. These are our roots. We need these to grow into
a strong, compelling offer. When identifying supporting subtopics, list as many ideas as possible. The more subtopics you
can identify the better. It’s only going to strengthen your roots. Which brings me to step three. Choose the strongest supporting subtopics to recycle into your content offer. If you have extra subtopics, then you can use these down the road for potential content ideas in
support of the overall theme. Here’s a pro-tip. If you already have
content created for one of your subtopics, then consider
choosing that as a subtopic to repurpose into your guide. However, if it doesn’t make sense, or if there’s a subtopic
that’s yet to be created that would be more relevant, then don’t include it in
your repurposing plan. Remember, always solve
for your audience first, not your business. Notice how we identified
building a rooftop deck on your vehicle 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. All right, here’s the
outline for our guide. We identified a topic
for the content offer we plan to create and
to help us get there, we identified a series of
subtopics that we could create a blog post for first. Then, once all the blog posts are created, we repurposed that content
into chapters within our guide. This approach allows us to
focus on creating content for each subtopic as opposed to thinking about the entire guide, making
the process more manageable and less overwhelming. Moving onto step four. Create content for each subtopic. Before we started writing each blog post, we worked through each
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 should choose the social media channel your audience uses most. Here’s a pro-tip. When doing research for the
content you’re creating, jot down interesting things
you would be valuable to share via your social channels. These could be things like stats, quotes, or anything else you think you can explain within a limited character limit. This is a great way to
keep a consistent flow of interesting helpful content published to your social channels. Once we had the content we
needed for a given subtopic, we wrote and published a blog post for it. For visual aids, we
embedded Instagram photos throughout each blog
post where it made sense to include them and provided value. And to take our user
experience a step further, we repurposed our blog
content into a video. We host the video on our YouTube channel and embedded it near the
top of the blog post. This was a nice value add for readers as it gave them the opportunity to engage with the same
content in a different way. Again, the video content
follows the same story of our Instagram page and our blog post but it’s in a different content format on a different distribution channel. Let’s say for example, someone is looking to
weatherize their truck cap and they go to Google to perform research. This is what the search engine
results page would look like. Notice how we claim three
organic non-paid listings at the top of the page
for this search query. The featured snippet which is Google’s way of answering your query without
you having to click through to the page to learn more. The first listing within
the video results section. And finally, the coveted
number one ranking on Google. Clicking through the first
listing takes you to a blog post on our website. Notice how we lead with a
more engaging experience by offering a relevant
video that’s embedded from our YouTube channel
near the top of the page. In fact, this video is the
same video that’s featured twice above the number
one Google result listing. We did this because we know
we have a visual audience. One that prefers video content
over text based content. Scrolling down the blog
post, notice how we sprinkle in images and embed relevant posts from our Instagram channel
to help break up our text. Are you noticing a trend here? Not only are we telling
a cohesive piece of story across multiple channels,
but more importantly, we integrated all the
content formats together. Our site visitors now know
our other content channels and can choose to engage
and follow us there as well. Let’s move on to step five, download or create a
template for your guide. Once we hit all the content
we needed to repurpose into our guide, we downloaded
a free e-book template for HubSpot’s Marketing Resource Library. If you’re looking for marketing resources and templates for various
content offer types, then you should definitely check out HubSpot’s Marketing Resources Library. From resources about lead generation, to building editorial calendars, there’s something for
every content marketer. Step six, recycle blog content
and format it into chapters. We recycled all the
blog content we created. Various Instagram photos
and YouTube videos to help build the majority
of our comprehensive guide. While we could’ve just copied
and pasted the content, we adjusted, combined, and
expanded upon the content we already created to
provide additional context and value within the guide. Here’s a pro-tip, If you’re looking for a
way to set yourself up for content that can be
easily expanded upon, consider using bullet pointed lists in the original piece you create. For example, we frequently
use bullet pointed lists in our blog posts to
make it easier for people to sift through our content. Doing this also makes it easier for us to repurpose our content in the future because we can expand
upon that bullet point into several sentences or a paragraph. Moving on to step seven. Create the rest of the content needed to complete your guide. Once we finished our chapter content, all we needed to do to complete the guide was write 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-by-step guide. And there you have it. An effective way to form
a long form content offer by making sense of and recycling a series of short form content initiatives. But we’re not done yet. We still have one last step. Update the calls to
action on your blog post to connect everything together. Because each of our blog
posts were created before the content 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 our email updates. This way, we could
promote the guide to them once it was available. Once the offer launched, we went back and inserted
a call to action image in each blog post to promote the guide. This method of creating
and repurposing content 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
and make use of your weekly content activities. If you’re looking for a place to start, consider organizing your weekly short form content initiatives to grow into monthly or quarterly campaigns
tied to a content offer. This will help identify
connections more easily and get into a rhythm to become a content repurposing expert. Once you have a content offer, start thinking about how you
can recycle this content. Ask yourself, “How else might this content be consumed?” If you’re looking for a place to start, then consider looking into
your buyer persona’s journey. Not only will this help
ensure your created content with a purpose, but more importantly, this will help keep
your message consistent through each stage of the buyer’s journey. To better understand this, let’s quickly recap our guide example. We identified a format
and topic for 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
our guide into a slide deck? We could use that slide deck
to host a digital training or a webinar. This could be a great opportunity
to create a more engaging learning experience for our audience. When would they have the opportunity to ask questions and learn more about our thought leadership
and what we have to offer? We can take key information
from each chapter and create a slide for it. This would help condense the information while still communicating the
value in a more visual way. And we can upload the recording
of our digital training to our YouTube channel and embed it on a page on our website. Additionally, and now
that we have a slide deck, we can post a slide share
and embed it on our website underneath the recording of
our digital training video. 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 can help get the word out about the guide. We could write a blog
post about the infographic and share it across all of
our social media channels. What about recycling our
infographic into a video graphic by animating it and adding
a voiceover to provide additional context. We could upload to YouTube, write a blog post about the video graphic, and share it across all
of our social channels. What about recycling our guide into an automated 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 can make the content more digestible as opposed to reading it all at once. We can offer a landing
page that allows people to subscribe to the email series, helping to hold them accountable
to their transformation. 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 our 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 on their project they
have everything they need to stay organized. I really could have used a
checklist during our build. 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 call efficiency. The opportunities to
recycling content are endless. Just make sure to always keep in mind the buyer persona and the buyer’s journey to make sure you’re
getting the most impact out of your efforts. (upbeat music)

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