Do you have some really great content on your website but, for some reason, it didn’t get too many views?
Perhaps you created it back when you didn’t have much of a following; or were too busy to promote it properly?
Or, who knows, maybe it just didn’t resonate with your audience at the time?
It’s a common misconception that, once you’ve tackled a particular subject, you’re done with it forever. But really, that’s just wasteful. After all, you’ve put in a lot of time and effort, so you owe it to yourself to make the most of what you’ve created. Besides, sometimes, making your content work harder might be much easier than you think.
In fact, what if it was just a question of repackaging – or repurposing it – into a different format?
When Should You Repurpose Content?
Of course, it goes without saying that not all content deserves to be repurposed. Sometimes, a blog post or video may not have worked out simply because it wasn’t up to par.
On the other hand, if your content is evergreen and shareable, but for some reason it fell through the cracks, repurposing it just makes sense
But even if your content isn’t entirely evergreen, not all may be lost.
Perhaps it’s just a matter of changing the title of your blog post from “What Gangnam Style Teaches Us About Content Marketing” to something a bit more timeless. I mean, I’m sure you can come up with something better than that, anyway. Right?
Either way, if the gist is still valid, relevant and useful, there’s no reason why you shouldn’t repackage your content and re-share it once again. In fact, there are some very good reasons why you should.
Why Repurpose Content?
Let’s face it.
People are busy.
They’re also lazy. More often than not, they’ll skim through your first few blog entries, and the older ones are all but forgotten. Repurposing your content is a great way of pulling out content that, for some reason, has ended up at the back of the shelf, dusting it off and putting it front and centre in an entirely new light.
More importantly, though, some people might not be into reading blogs at all. Perhaps they’d rather watch a video, or have a look at an infographic.
In that case, repurposing your blog post into a different medium means appealing to a wider audience and expanding your reach, which sounds like a smart thing to do, right?
Besides, repurposed content, if done right, can also be used to generate new leads or even passive income.
How To Repurpose Content Effectively
There are several ways you can repurpose your content. Here are just five ideas:
1. Create An Infographic
Turning a blog post into an infographic is really a no brainer.
These days, infographics are exploding in popularity. To give you an idea, search volume for them has increased by a staggering 800% in less than two years.
It’s not hard to understand why infographics are so popular. We humans are visual creatures, and we just love ourselves some pictures and colours. Infographics are easy on the eyes, they can be scanned quickly and have the potential to go viral, bringing tons of exposure to your brand.
They’re also not that hard to create. Just choose one of the many free tools you can find around the web and you can create your very own infographic in as little as five minutes.
2. Compile An Ebook
Do you have a series of blog posts on a related topic?
If so, you could compile them into an ebook.
Other than some editing and re-formatting, it shouldn’t take too much time to make. And if you give it out for free to whoever signs up for your blog, the minimal effort could pay off in spades when it comes to new leads. After all, everyone likes free stuff.
You don’t have to make your ebook available just in .pdf, either. In fact, why not make it available as a free download on multiple platforms like, say, Kindle or Apple’s iBooks?
3. Turn A Series Of Blog Posts Into An E-Course
Even better, you could develop your series of related blog posts into an e-course, complete with worksheets and actionable tasks. Send the course out as a series of email newsletters to paid subscribers or just plain sell the whole course as a standalone premium product.
Besides increasing brand awareness and making your content more widely available, e-courses have the added benefit of increasing your authority as an expert in your field. Oh, and you’ll also generate a nice stream of passive income in the process, which is always a great idea.
4. Hold A Live Q & A Session
If you’re comfortable in front of a camera, you could consider holding a live Q & A session on one or more topics you’ve dealt with on your blog or even through other channels.
There’s a lot to be said about the benefits of interacting with your audience in a live setting. Clearly, if you’re willing to engage with people in a setting where things are unscripted and could go wrong, you’re going to come across as much more transparent and trustworthy. In turn, this will boost your authority and credibility.
5. Record A Podcast
Podcasts are great because they’re so easy to consume. You can listen to a podcast wherever you are: while driving, at work, at the gym or even on a plane.
Podcasts greatly increase your reach, because you’re opening up your doors to people who don’t have the time to read or downright just don’t like doing it (and, make no mistake, there are LOTS of them).
They’re also really easy to do. In fact, you don’t even need to be involved: just hire someone to read your blog posts for you and you’re done. Easy peasy, right?
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