This post is part of the Sales and Marketing Efficiency Hacks Series focused on helping you save time and increase productivity and effectiveness. For other resources in this series, click here.
Did I get your attention?
Do you want to create 8 pieces of content quickly and easily based off of one successful one?
Of course you do because although its a necessary part of business, content creation is extremely time consuming. And if you aren’t careful, it can suck up a large chunk of your working hours, leaving you overwhelmed and in danger of neglecting more important aspects of your business.
Like working with clients and generating revenue and staying in business so you can help more people.
Lets keep it real - you don’t get paid to create content.
It is a valuable activity, yes. But that doesn't mean that there aren’t other more valuable things to focus your time on.
You know that you cannot stop creating content, but you need more time to focus on the fundamentals of building our business – so what do you do?
Work smarter, not harder friend.
When I first got started on my entrepreneurial journey, I was a slave to content creation. Staying up until the early morning hours trying to balance client work with marketing, a day job and a family. Not fun. I loved working with my clients and helping them move closer to their goals but I was getting legit burned out.
Can you relate to this?
Then I discovered the power of content repurposing.
It's a powerful technique that will cut back significantly on your marketing creation time and dramatically increase your results.
Yup, its true and this article will get you up to speed on all things repurposing and provide a simple 4 step process to repurpose your best content.
Here's what you can expect to get out of this article:
- An easy overview of what content repurposing is
- Why you need to do this
- A guide on how you get it done:
- Using the right content
- Putting it in the right place
- Posting it in the right form
- The power of promoting
We even created a FREE Easy But Awesome Content Repurposing Checklist for you to use with the info here. Click below to download and get started.
Did you get your free download? I knew you were brilliant :)
Let's get this party started.
What Does It Mean To Repurpose Content?
Repurposing content is a straight forward concept. You use a piece of content that you have created as a “base” to create several more pieces of content. Here is a visual example if the base content is a blog post:
For example, right now we are working on repurposing a popular blog post from Selling With Soul on overcoming the fear of sales. And we are thinking about how we can reuse that content in different ways and in different forms such as video tutorials, a presentation or a webinar, maybe an Instagram story or two.
Sounds great right? All you have to do is copy and paste every blog post that you have directly onto Facebook and every other site, right?
No, not exactly. It will take a little bit more than that.
Repurposing is not taking the exact same content and reusing it over and over everywhere. True repurposing – the kind that will be most valuable, requires you to tweak each piece to make it fresh and appealing to a new audience.
It’s all based off of your original piece but from slightly different angles.
If not, don’t worry. We gotcha.
Download your Free "Easy But Awesome Content Repurposing Checklist" here:
10X your content creation using content repurposing
Then read on for all the details and the step by step process.
Why content repurposing is an essential strategy for a small business with limited resources:
- Content repurposing saves time. Content creation can take up A LOT of your precious time. And while it can be a great tool for building brand awareness, establishing your authority and warming up leads – it cannot be your primary job ladies.
As I often say, “Content doesn’t actually pay the bills.” As an entrepreneur with limited resources – time is your most valuable asset.
When you repurpose content, you are creating multiple pieces of content with only slightly more effort than it took to create one, freeing up more of your time to attend to other important areas of your business like generating sales and working with your clients.
- Content repurposing can help you expand your reach. Not everyone prefers to consume content or learn the same way. Some people are visual leaners and prefer video, others prefer printed step by step directions. Varying your medium can appeal to a wider range of people.
You can also focus your repurposing efforts on targeting buyers in different phases of the buying journey and ultimately increasing your reach.
Check out this great article from HubSpot they have a great process for determining how to target people at different stages based on your avatar.
- Content repurposing can help you find new audience members. Just like not everyone learns in the same fashion – not everyone hangs out in the same places at the same time. This means that if you repurpose a piece you wrote for Facebook as a video on YouTube, you can reach a whole new group of potential clients.
This also means that it is okay to repost that piece on Facebook again at some point because only a portion of your audience actually saw the first post. Yes, you can cycle through your content!
- Content Repurposing Gives Your SEO A Boost. Multiple pieces of content on the same topic can help you with targeting specific keywords. If you are placing the content outside of your site, you can also gain the benefit of backlinks into your site.
- Content repurposing builds authority. This is an important part of the “know, like, trust” factor that is so essential in sales and marketing. Quality content, spread over a variety of mediums exposes your knowledge to wide variety of people more frequently. This helps your audience learn to see you as an expert in your field.
When done well, repurposing is powerful.
One of my favorite examples is how Darren Rowse of ProBlogger repurposed his blog series, 31 Days to Build a Better Blog by combining all of the individual posts into an Ebook that people could buy and it was wildly successful.
So do you believe in this now? Ready to take your content output to the next level?
Here's How To Get It Done
Step 1: Start With The Right Content
Truth bomb: not all content is created equal. Some pieces that you publish will be more successful than others. Stinks, I know but its fact. When you are thinking of repurposing, you want to identify the content that has performed well for you since its proven that its relevant to your audience.
Look through your content both on and off of your site and find the pieces with the highest number of views, shares, likes, or comments. You can use Google Analytics to help you identify the most popular pages on your site. Tools like BuzzSumo can help you identify your most popular social media pieces.
If you’re a brand new entrepreneur with very little content or traffic (yet,) you can use BuzzSumo to research popular topics in your niche to get some direction on what type of content would resonate with your unique audience.
Lastly, you need to make sure that your repurposed content is still relevant or evergreen.
So in the Selling With Soul blog post example, the topic of overcoming sales fear will be just as relevant next year as it is right now, or it was when I posted it. That is an evergreen topic and can be used over and over again.
On the other hand, an article listing the top 50 sales and marketing tools in 2018 may not be relevant in the future because tools and technology will likely change.
Ok – now you have the perfect piece to repurpose, its relevant, popular and oh so evergreen.
What do you do with it?
Step 2: Figure Out Where Your Audience Is
Sure. You could blast out the same content to every site, but if your audience isn’t there and it’s not in a format that will catch people’s attention, it would likely be a waste of effort. And we hate wasting effort - don't we?
The goal here is to free up time to work on revenue generating tasks – increasing sales, working with clients etc. and gain a strong return on your marketing efforts.
You want to get the most bang for your marketing buck.
That means taking a few seconds to figure out where your ideal audience is hanging out.
This doesn’t need to be an exhausting or time-consuming task.
In fact, you only really need to do this once right now and you’ll know where to repurpose your content going forward.
I recommend reviewing the available platforms and their demographics once a year to keep up to speed.
Take a look at the demographics of each platform from Pew Research.
This gives you a nice indication of where your audience is.
Your audience is most likely in a variety of places. To limit the overwhelm and still maximize your marketing efforts, my advice is to pick a maximumof three platforms to really focus your attention on.
Learn those platforms inside and out – get really goodon those platforms. Be consistent on them.
Trying to be everywhere will spread you thin and sacrifice the quality of your work.
Two of the main demographics of the target audience for Selling With Soul are women working in the entrepreneurial space, between the ages of 30 and 49.
Based on that most of our Selling With Soul audience is on Facebook, YouTube, LinkedIn, and Instagram. These are the best places to repurpose our blog post on overcoming sales fear.
Lastly, spend some time on each of the chosen platforms – search your keywords and hashtags. If you see lots of activity around your topic/industry and many of your ideal clients, that is a sure sign you’re in the right place.
Ok so now you know what you want to share, and where you want to share I, now its time to actually share it.
Step 3: Repurpose In A Form That Works For Each Platform
True repurposing, the kind that drives interest in your business and sales, requires that we adjust each piece to make it fresh and appealing to a new audience in a new place.
It is SUPER important that we use a format that works for each particular platform.
Different networks, different preferences.
If you have spent some playing around in social media, then you know each of these platforms has its own unique culture. The expectations of the audience in each and how the prefer to engage with content can be very different.
If you don’t share your repurposed content in a form that resonates with the audience in that platform, your efforts will likely be wasted.
As you can see, the same type of content performs very differently depending on the platform. Lists really work on Twitter but are not as effective on Pinterest.
This is something that you will want to take into account when figuring out the best way to repurpose your content on your chosen platform.
Here are some easy, general guidelines on the best types of content for each platform from Bufferto help you narrow down your options:
Take your targeted list of platforms and find the optimal types of content from the list above, then rework your original content in the form that works for the platform.
Some types of content translate easily into new forms for each platform. Here are some examples:
To put this into action lets look at our Selling with Soul example again, we have decided to repurpose the content in our Overcoming Sales Fear post in the following ways:
- Live video focused on the importance of consistency in overcoming fear - Facebook
- Shortened Post and a Presentation taking a deeper look into the main causes of fear- LinkedIn
- 2 quick “tips and tricks” videos, demonstrating how to use the weekly tracking sheet and simple scripts for completing the sales activities – Facebook, YouTube
- Inspirational quote from post - Instagram
- Infographic listing the main types of evergreen content – separate blog post and pin-able image
This means that our one piece of content will turn into 8 pieces of content after repurposing.
I’d say that’s pretty damn good – right?
BONUS: If you’re looking for a tutorial on how to create great content for each platform, Buffer has an outstanding resource. Its literally my favorite.
Ok so heres the last but most important step to content repurposing....
Step 4: Promote Your Content
There’s a famous marketing saying, “Create less, promote more.”
You’ve created all of this stellar content – be sure to promote it.
Here are just a few ways to extend the reach of your content:
- Look for local media opportunities
- Create 20+ social media posts to share and schedule over the next several weeks using a scheduling tool like Buffer or Hootsuite. Don’t forget your #hashtags.
- Be sure to share your latest and greatest content with your email list.
- Connect with influencers that you cited in the various pieces of content.
- You can do this easily by mentioning them in your social media posts for these pieces. They may share this with their audience and drive additional traffic for you or give you a shout out.
- You can email them to let them know you’re featuring them and they may link to your article or share it with their audience.
- You can try direct messaging them in places like LinkedIn or Instagram or interacting with them in their groups.
- You can try paid advertising on places on Facebook.
- Guest blogging and syndication will get you in front of new audiences as well.
- Be a guest on a podcast and mention your piece and where to find it.
What others can you add to this list?
There are tons of ways that you can promote your content. Feel free to experiment but be sure to track your results.
Track, Track, Track
Keep doing what works. Stop doing what doesn’t.
Profound right? LOL.
Its basic but so very important and often overlookeWill you be one of the few who act on this .
You don’t have enough time (or money) to waste on things that don’t work. Check your analytics after about 30 days and again at 60 to see if your repurposed content generated more organic traffic, leads, or shares.
Download our Easy Content Repurposing Checklist and use it with your highest performing pieces to get the most out of your content marketing efforts.
It is the exact system that I use to get very best return on my marketing time.
Are you going to act on this?
I believe you are. You've invested time in reading this. Clearly you're brilliant already and can see the value. My money is on you.
Let me know how you make out. I am super interested in your thoughts and experiences and I care a whole hell of a lot about you and your success. Comments are open and email is on and waiting to hear from you.
All the best, you deserve it.