Content repurposing and repackaging can be as simple as Tweeting carefully crafted copy along with one of your best performing blog post, or it can be as complicated as turning that same content into an email course.
Whichever method you choose, repurposing and repackaging content allows you to use the premium content you already have, and reach a new subset of your target audience.
As a general rule of thumb, for every single piece of content you create, you should also have at least 10 ideas for future repurposing.
Sound a bit daunting? We’ve found a few tricks that makes the process of repurposing much easier. We’ll also share with you our favorite places to share that repurposed content.
Start With Content That Resonates With Your Target
This might be a no brainer, but it’s worth mentioning. When you’re looking to repurpose content you’ve already created, take a look at your analytics and social shares first. Choose a piece that performed well and that you can transform with relative ease.
Utilize Your Buyer Personas
The easiest way to reach that 10 repurposing-idea mark is to review your buyer personas. Each piece of content you create should be aimed at a specific buyer persona. (If you’re just getting started with your buyer personas and need help, check out our step by step guide to creating buyer personas.)
Once you’ve determined what buyer persona the content piece at hand is targeting, you can dig and see how repurposing it would allow you to reach another one of your target personas.
For example, perhaps you have created a blog post that’s full of statistics. That’s great for an analytical persona, but what about the visual learners? Transform that blog post into an infographic, and POOF, you’ve just repackaged your content to reach a new persona.
Repackaging Options & Repurposing Locations
Your buyer personas will lead you to your final decision on content repackaging. Below, we’ll go into the most common options for repurposing your content online. For each repackaging option, we’ll list the best places for that content to live.
A piece of content doesn’t always start as a blog, but it should be repackaged as one! If you’re starting from an infographic or video, a blog post gives a great opportunity to add in more details that didn’t fit in the original piece.
Many people are visual learners and in the online world, visuals get shares. 90% of information transmitted to the brain is visual, so take advantage of that by transforming information into a beautiful infographic.
If budget doesn’t allow for a full-blown infographic, images are a fabulous alternative. We really love Canva for creating quick and striking images. Transform a quote or statistic from a piece into an image that’s perfect for social media sharing.
Repurposing Locations – Facebook, Twitter, Pinterest, Tumblr
Turning your content into an Ebook is not only a great option for repurposing, it also gives a chance for your content to live on syndication. Create an Ebook, set up a landing page, and start collecting information!
If creating an Ebook seems a bit too labor-intensive, create a slideshow instead! (It’s really best if you have both, but time constraints impact us all.) Creating a slideshow is a great way to synthesize information into a more palatable form for users.
If you have the capabilities to create a video, you should take advantage of them. Videos open up a whole new region of reach for your piece of content. And with video marketing popularity on the rise (it’s anticipated that global online video traffic will be 55% of all consumer internet traffic in 2016), it’s a great use of your content marketing dollars.
Put those vocal skills to good use by creating a Podcast. Podcasts are great for putting your own personal touch into a piece of content. So much more is conveyed through actual speech, and it gives you the opportunity to really drive home your message. In addition, creating a Podcast gives you a chance to reach your target in a location other than the computer! Many individuals (myself included) download Podcasts and listen to them while driving or cleaning.
Repurposing Locations – iTunes Podcast
Webinars create an instant connection with your target and provide an opportunity for you to incorporate other forms of content you’ve created. For instance, a Webinar typically requires a slideshow. This slideshow can then be sent out to attendees after the fact.
If your content is particularly in-depth, consider creating an email or online course focusing on the topic at hand. This content is excellent at building credibility as a source of reliable information. It also shows how helpful your brand is to its consumers.
The Artistry Of Repurposing & Repackaging
As you can see, repurposing and repackaging your content is a true art. It requires insight into your target market, knowledge of your own capabilities, and a lot of thinking outside of the box.
Have you tackled the art of content R & R? We’d love to hear about what you’ve learned.