How To Repurpose All Content Across All Platforms
Repurposing content lets you do more with less. Maybe you’ve already learned the only way to stand out from the crowd of competitors is by consistently publishing valuable information on leading sites. The question is – where to get enough good content?
Repurposing across multiple platforms is the only effective way to leverage a limited marketing budget. It’s easy to cast a wider marketing net simply by repurposing your existing content to cover more channels.
Use the tips and tricks listed below to repurpose content across all marketing platforms. Or, if you don’t have enough time and expertise in-house, the EAK Digital content marketing team can help.
Too many marketing platforms – not enough time, not enough content
To be successful in most business niches, you’ll need to create or find enough good content to cover the platforms and channels listed below. The most common marketing problem is the lack of content to cover all channels.
– YouTube & other video streaming channels
– Blog articles, web content & guest posts
Plan ahead to repurpose later
When you plan ahead, it’s easy to repurpose and leverage your content across all marketing platforms. You can build a strategic foundation of evergreen authority content, then amplify and spread the same message across all platforms. By reading the repurposing advice below, you’ll quickly learn to spot the successive cross-marketing opportunities inside your own business operations.
If you want to survive in a competitive niche, you’ll need to stand out from the crowd of voices online. Creating and publishing authority content regularly on leading sites is the best way to build an audience in any target niche. It seems intuitive that when other factors are equal, buyers always prefer the authority brand over other sellers.
Unfortunately, it’s easy to fall into the habit of simply republishing old content in the same format repeatedly. The resulting stale content upsets human readers and search algorithms alike.
Good content has magical power because it gives readers valuable insight, so they return for more. Best of all, good content can be quickly transformed into other types of content. It’s easy to repurpose evergreen authority content because the insights continue to ring true over time.
You can give your target community the same valuable information on a variety of platforms. Just be sure to use content free of dates or specific events. In doing so, this helps keep your content evergreen and fresh across all social media platforms and leading sites far into the future.
Benefits of repurposing content:
✓ More leads and inquiries
✓ Better-qualified prospects
✓ Bigger sales
✓ New markets
✓ Easier referrals
✓ More people read your blog
✓ More followers on social media
✓ Fresh partnership opportunities
Repurposing lets you be everywhere at once….
The best way to satisfy both humans and search algorithms is by offering good content to targeted communities across multiple platforms. Repurposing helps keep your voice and message consistent everywhere.
…with the same voice and message
Creating separate new content for each platform is too costly. The solution is to repurpose content by republishing and redistributing it with minimal adaptation for use across the widest range of platforms. As mentioned above, the key is to plan ahead for future repurposing even while creating content.
Best tips and tricks for repurposing content
The quickest and safest path to success is to focus your content on one fundamental theme. That’s your foundation for ongoing repurposing. Then simply create multiple branch topics arising from that same theme.
Once you’ve thought about your core competencies and chosen a fundamental theme, craft a brief generic intro and outro (call to action) that you can use across all written content. Just be sure to keep them short – 30 words or less works best.
Keep the tone conversational. That way you can use the same intro and outro for email, blog articles, and other written forms of marketing content.
Repurposing blog articles
Let’s say your business is a mid-size home-improvement retailer, a regional distributor of building materials for DIY homeowners. Here’s an example of a serial repurposing protocol for written content:
First, write a basic blog article titled ‘10 Most Popular DIY Remodeling Projects’. This root article aims to help ‘weekend warriors’ as they struggle to decide which project to tackle first.
The information in the root article highlights your deep authority in the home-improvement niche. It’s designed to stand on its own, yet there’s plenty of room for more detailed education later.
After putting together the root article, next you should create or find an image to accompany each of your top ten projects. Then ‘go social’ by sharing one project’s text and photo each day for a ten-day marketing campaign.
In this example protocol, the following step is to spread your content even further by expanding each of the 10 DIY project descriptions into a separate standalone blog article with plenty of detailed instructions.
Your next trick is to combine each of these 10 separate full-length blog articles back into a single eBook about home improvement projects. Just make sure to add a fresh new intro text that ties everything together again. Make it available online as well as on giveaway media inside your retail store locations.
Once the eBook has been published, you can abstract it down into eye-catching slides for an hour-long presentation that you can use across multiple marketing platforms – email, webinars, newsletters, even static ads. You could also tie the eBook to an in-store promotion such as a tool giveaway or demonstration of a new building material.
…to authority workshop
Next, dive even deeper by turning your presentation into a half-day authority workshop for professional home improvement contractors – and tie completion of your course to certification as a ‘preferred contractor’ with discounts.
Be sure to add some worksheets (lifted from parallel content) together with role-playing exercises and action steps. It’s easy to build contractor loyalty by showing them how to sell more of your products.
After starting with just one blog article about a fundamental topic, you’ll have 11 blog posts, 10 social media postings and a full-length eBook. If you want to be considered an authority in your target niche, then take the time to make the hour-long presentation. And, if you want to become a celebrity in the DIY home improvement community, consider a video series covering those workshops.
Whether it’s new or repurposed content, you should always give the audience a way to interact through comments or replies. Use the questions, comments and inquiries collected from your initial layers of content to compile FAQ pages.
Continuing with the same example, you could harvest the best or most-common DIY home repair questions and use them as topics for individual blog articles. Then flesh out that series of blog posts and gather them into an eBook for distribution to your followers.
By following these content repurposing tricks you’ll have FAQ pages and their underlying blog articles. Most important for your brand’s authority, going forward you’ll have a knowledge base to support customer service operations, whether online or at bricks-and-mortar stores.
Repurposing user-submitted content on social media
Here’s another useful repurposing trick that gathers market intelligence from customers and leverages it against your competitors – Just ask your clients and prospective clients to send photos or videos recorded while using your products and services, in exchange for an incentive.
By doing this you’ll gather the best feedback about your own products, and you may also receive market intelligence about your competitors. Repost, retweet and share your content highlights across all platforms.
You can repurpose this type of content even further by exploring unusual ways that people benefit from your products/services. Go a step further – don’t just highlight your standout client testimonials, use them to develop fresh content for your marketing team.
User-submitted content is more likely to give you momentum on social media, or even go viral. This type of repurposing is especially effective when you have video content that tells exciting stories with action shots.
Once you have a following on social media, life becomes much easier. Prospects are better qualified, sales increase, and referrals flow quickly.
Repurpose blog articles into podcasts, and vice versa
It’s easy to turn a blog article on any topic into a podcast. Simply record your narration of each article. You can also reverse the repurposing by transcribing your recorded audio into written text for an article.
Podcasts offer other great opportunities for repurposing. For example, you can conduct a monthly podcast featuring interviews with industry leaders and experts.
Following each interview, write a brief blog post that highlights the most important insights. You can also post those highlights on social media.
The next trick is to gather the best interview content from each month’s interviews, to be combined into a single monthly roundup or newsletter.
You can get even more mileage by combining all related blog posts and interviews into an online education course. As an alternative, the packaged content could be used as an incentive or bonus giveaway for your unrelated promotions.
So, using this repurposing strategy you’ll have blog posts, podcasts, social media posts, a newsletter and perhaps even course materials for both laymen and professionals.
Turn blog posts into scripts for YouTube videos
Good written content is easily adaptable for video scripts. If your content is well-written, you’ll be able to repurpose each blog post as the basis for a YouTube video.
There are two ways to repurpose articles into video – the easiest method is to read the article aloud as a script for voice-over narration in YouTube, for example. Use a good quality microphone, read slowly, and always use the same intro and outro.
Alternatively, you can use the written text from the article cut-and-pasted into a whiteboard-style video. Separately, you can also repurpose an audio-only version of the recording to use as a podcast.
Repurpose old YouTube videos through Facebook & Twitter
Instead of beginning with written content, you can also repurpose in the opposite direction, from existing audio/video into written form for platforms like Facebook and Twitter.
Here’s an example – let’s assume you have some five-minute promotional videos that you’ve already recorded for YouTube. With a single intro and outro you can bring them all together into a series.
You’ll get even more mileage from that same content by sharing it directly on Facebook. Likewise, by using small chunks you can create a repurposed mini-series on Twitter.
Use your blog text for YouTube descriptions
It’s important to have a description for each YouTube video – this improves the SEO for YouTube searches and gives a uniform appearance for authority branding.
You can use generic intro and outro text to package together your old YouTube videos and other descriptions. For example, let’s say you’ve already made some videos in the past that were loosely related in topic.
By adding the same intro and call-to-action for each video, you’ll give a consistent appearance that ties them all together into a more valuable package or series. For new videos following a related blog article, you can use the entire text as a script for the video, as mentioned earlier.
Repurpose blog graphics for social media
Whenever you’re creating or editing graphic content, consider how it could be repurposed later on. Try saving a few different sizes, that way you can repurpose the same graphics across all social media platforms.
Some graphics can be repurposed by embedding them into blog posts, while others are better suited for social media. For example, long infographics display very well on Pinterest, but graphics with short quotes or small images fit better on Twitter.
Of course, you can also repurpose across platforms by making all content shareable. Just add “Click to Tweet” and similar links across all social media platforms.
Repurposed content is the key to brand authority and marketing success
When you’re an authority in any niche you have more followers, faster sales conversions, more clients and better referrals. The key to building brand authority is to create top-quality content and consistently repurpose it across all marketing channels.
You can repurpose your own content by following the tips above. Or, if you don’t have enough time and expertise in-house, we can do it for you. The EAK Digital content marketing team can quickly build your brand authority and sales in any niche, while you focus on doing what you do best.