How can you spend less time creating new content while maximizing the impact of a single
blog post, podcast or video?
Details inside this video!
Hey, it’s Chia from Brand24 and today I want to talk about repurposing your content.
So, whether you’re starting with a blog post, podcast or video - finding ways to repurpose
it is a good way to get the most mileage out of your content and all the time and resources
that you invested in creating it.
Plus, sharing your content through different mediums and platforms maximizes the number
of people who get to see and hear it.
And since everybody absorbs content best in different ways, this makes your message a lot
more accessible to a much wider audience.
So, it is a no-brainer: if you create content, then you should be repurposing it - the only
question is ‘how’ and are there any restrictions?
So, we’ll go over the ‘how’ in just a moment, but first, the main rule of thumb for repurposing
content!
Taking a single piece of content and repurposing it in, let’s say,3 different ways is generally
less time-consuming than creating 3 brand new articles, videos or podcast episodes.
However, this doesn’t mean that you should repurpose every single piece of content that you
have.
Stick to repurposing “evergreen” materials that people will be interested in for years
to come.
Basically, you can skip real-time content like a special event to celebrate your bakery’s
5th year of business - and stick to repurposing more evergreen topics, like 'how to bake the
perfect birthday cake' or 'where to find the best bakeries' - things like that.
Anyway, let’s take a quick look now at a few different ways you can repurpose a single
piece of content - plus a few tools that can help you with this.
So, one of the first things you want to consider is different mediums.
Let’s say there are 3 basic forms: text, audio and video.
If you’re a blogger, you might consider turning a blog post into a podcast
or a video.
If you’re a podcaster, you could turn an episode into a blog post or video, and the
same goes for vloggers - you can turn a video into a blog post or podcast.
So, these formats are not exclusive anymore; it’s kind of a content round-robin
and there are definitely tools that can help you with this too.
Like Audacity - this is free recording software that you can use to turn
a blog post into a podcast episode.
Just hit record, start talking, and then upload your recording onto a platform like Soundcloud.
Add some intros & outros, and the rest are just details.
You can also use Audacity to strip down the audio from one of your videos and then reformat
it into an mp3 for your podcast.
And Trint is a transcription tool that you can use to turn your podcast or video into
a blogpost.
The AI automatically generates a transcription of any file that you upload,
and then you can edit it, format it, and add some images to turn it into a blog post.
Or you can even use YouTube to get text from your audio or video files.
Just upload your file onto YouTube, and then have subtitles that you can then download,
edit, format and turn into a blog post.
And it’s actually not that much more complicated to turn a blog post into a video anymore either.
Tools like Lumen5 use AI to simplify the process.
Basically, it will scan your blog post, summarize it and then match it with relevant images
and videos from their library.
It’s actually pretty easy now to take a single piece of content and repurpose it for
various mediums with the right technology.
And a 2nd way to repurpose your content - this time, staying within the same medium: the
most popular one, text - is with roundup posts.
There are 2 main types of roundup posts: Content roundup and Expert roundup.
The content roundup is when you feature a few of your best articles inside a
single post.
Usually, the titles for these sound like “Best makeup application techniques
of the month”... or something like that.
An Expert roundup is when you compile a bunch of expert tips into a single post.
This is usually a little more effective than a content roundup because people are more eager to share
content when they’re mentioned, and this can give your post huge social media reach
if the experts you mention happen to be influencers.
Plus, it’s a great way to repurpose content from all those interviews that you’ve conducted.
And a 3rd way that you can repurpose content is by republishing or syndicating it on different
platforms.
While this can be an effective way to boost referral traffic and brand awareness, you
definitely want to watch out for content duplication; if you have several versions of one piece
of content lying around, Google can get confused about which version they should show people
- even if the version from YOUR site is the original.
We’ll talk about content duplication and what to look out for inside another video.
So, these are just a few ways that you can take a single piece of content and make it
work in different mediums and on various platforms.
But the most important part of content repurposing is your strategy.
Some of the content that you create is going to be real-time, so people will only be interested
for a limited time.
And other content will be more evergreen, on topics that consistently generate interest.
I recommend repurposing evergreen content only.
After all, the whole point of repurposing content is to save time, energy and resources
that would otherwise have to be spent on creating brand new content.
It would be pointless to repurpose content that won’t have an audience in a few months
anyway.
So, definitely prioritize your evergreen content, and not just for content repurposing either.
Anyway, that’s it for today.
If you have any questions or know of even more ways to repurpose your content, definitely
share it in the Comments section below.
And if you found this video helpful, feel free to Like, Share and Subscribe to our YouTube
channel where I will be explaining how you can do even more in social media & digital
marketing each week.
Thanks so much for watching - and I hope you learned something new - I’ll see you next time.
Bye!