Repurposing Content 101


We’ve all heard that repurposing content is the way to make the most of your content marketing. And it’s true – especially if the Caffeine Update has you posting to your blog daily (sometimes more than daily) the lifecycle of your pieces is not long.

It’s quite a big trade off. Would you rather post once a month and have every visitor that comes to your site see your stellar blog post? Or, would you rather post three times a week or more and have 12x the visitors. We thought so; everybody wants more traffic and wants more of the right type of traffic.

So what do you do when your gems get lost in the shuffle? The good news is there is a LOT you can do.

First, establish which of your pieces are the gems of your blog. Especially if you do writing in-house you will find that some of your post fall flat whereas others hit it out of the park. Ideally this is based on traffic and conversion rates but if you don’t have enough information for that it can simply be the ones you feel are the best.

Then, think of how you can easily and cheaply repurpose the content. And this is going to be different for everyone. I happen to do voice over work on the side so slapping together some MP3s so our blogs can be listed on podcast directories is a no brainer. Podcasting is a traffic goldmine. If you have a decent mic (I suggest a Blue Yeti) and a decent recording program (I suggest Wavepad) you are golden.

On the other hand, maybe you love powerpoint. I am not a graphics person at all. However, there are a lot of people out there that love to do graphics as a hobby. For those people putting together a slideshare is the ideal way to repurpose content. Yesterday I found a pretty nifty blog post about how to use Slideshare by @jorgensundberg

As mentioned by Jorgen, you can easily convert Powerpoint into slideshares and vice versa. So if you are a graphic hobbyist I would go for it.

If on the other hand you are a whiz at graphics, maybe it is your day job you might consider creating infographics. They are all the rage these days. Companies like KissMetrics use infographics for all their posts. I assume that’s because they have a few people in house that enjoy doing them.

The other major step to repurposing is to take it to its logical conclusion. Take Content Marketing Institute for example. I receive their monthly magazine, their daily email newsletters and I check their blog each morning. I can tell right away which posts they value the most because I can see which posts I see the most. If I see a spread in their magazine, I can guarantee I will see it on their blog, in their newsletter and more.

Now, obviously CMI has a legion of people on their staff and that’s why they have so much content but when you repurpose effectively you make your company seem bigger than it is.

The bottom line to repurposing – people learn differently. Just like your copy should cater to different target demographics, you must repurpose your content with different types of learners in mind.

How do you repurpose your content? If you had another full time staff member what would you have them do to repurpose your content?

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Amie Marse is the founder of Content Equals Money. She lives in Lexington, KY with her two dogs: Billie and Lily. She has been writing content for her web based clients since 2005. She launched Content Equals Money in Oct of 2010, home of conversion focused content writing services. She loves to chat about small business development and how to make content equal money!

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