Time is money.
But creating content is a crucial,yet time-consuming, part of your marketing strategy. By providing valuable content to your target market, it draws them in and allows them to learn about your business.
Wouldn't it be nice if you could spend less time creating content and reach more people at the same time? Well, you can.
I'm talking about repurposing your existing content.
You've already put a significant amount of time into creating it the first time around. So find one of your best pieces, put a spin on it or give it a refresher, and boom! You've got a new piece of valuable content.
But how do you do that, exactly?
The idea is to take the meat, the core of your content, and transform it into something new. If you had a great post from a year ago, update it with your fresh, wise perspective. What has changed since you last wrote about that topic? What were you right or wrong about?
You could also give it a new format, or use an entirely different medium.
Here are five examples of repurposed content with terrific results:
1) Joe Pulizzi’s Epic Content Marketing Book
In 2013, Content Marketing Institute founder Joe Pulizzi had committed to publishing another book, Epic Content Marketing, but he struggled to find time to write it.
He needed 25 chapters at about 2,000 words each to complete his book. Every week, he produced content that was relevant to the chapters of his book for LinkedIn and the blog at Content Marketing Institute. As the deadline for the book neared, Joe was able to utilize those blog posts to fulfill all of his content obligations — including the new book.
2) Jay Baer: Short Videos into Multiple Content Pieces
Jay Baer, founder of Convince and Convert, creates three-minute informational videos on a variety of topics — from business to social media. To maximize the reach of this content, his team repurposes his video content into a variety of formats and content pieces to publish on his site. These include:
- iTunes audio podcasts
- Blog content for the Convince and Convert website
- Blog content for the Jay Today website
- LinkedIn Pulse posts
- Posts on Medium
- Promotions through various social channels
3) Copyblogger: Leveraging Slide Decks
Copyblogger’s teams are well-known for the high-quality content they produce on the subjects of copywriting, content marketing, and engaging audiences through the power of words. They’re also no stranger to the power of repurposing content. They took one blog post, The 3-Step Journey of a Remarkable Piece of Content and transformed it into a SlideShare.
That SlideShare presentation has earned 38K+ views to date.
4) Internet Business Mastery: Creating Audio Blogs to Boost Downloads
Jeremy and Jason host the Internet Business Mastery podcast, but they also have individual blogs to maintain. They decided to run an experiment where they read and recorded their more popular blogs and then uploaded them to their podcast. Those audio blogs saw 60-100% more downloads than their featured podcasts.
5) ProBlogger: From Blog to Ebook
Darren Rowse, founder of ProBlogger, received a lot of positive feedback on his series, “31 Days to Build a Better Blog.” To streamline the content and monetize it, Rowse packaged the series into an ebook and started selling it for $29.99. Even years after the initial launch, the book is still available, and it’s even bought and used as material in online courses.
6) Backlinko: Boosting Organic Traffic
Brian Dean of Backlinko received a great case study from a user, but instead of promoting it on its own, he added it to an older post and promoted that updated content to his social followers and subscribers. With a simple update and a quick promotion, that old post saw a111.37% increase in organic traffic.
You can read 6 more examples over at HubSpot.
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