How to Repurpose Your Content – Correctly
We’ve discussed a variety of ways to repurpose content lately. But it’s important to take look at the right way – and the wrong way – to republish content in various places, or in different formats.
The most common questions I get asked usually go something like this: “Should I submit my article to EzineArticles.com and publish it on my blog post at the same time?” No…
I’ve also been asked: “Should I take the articles on my website and ‘spin’ them, then submit them to article directories?” Again, No.
These are both good examples of the wrong way to repurpose content.
You want to keep your visitor – and their path to and through your website – in mind at all times. When developing your content strategy, you want to attract visitors, and then strategically lead them into your funnel…
It wouldn’t make sense to attract visitors to your site or blog through a free report, and then offer them that same free report as an incentive to subscribe to your mailing list once they got there. Right? Oddly enough, I see people do it.
Marketing is a step-by-step process where you meet your buyer, form a relationship with them, and then make the sale. It can happen in a matter of minutes, or over the course of days or weeks. The point is that it is a process – and you can easily lose them anywhere along the way.
Regurgitating the same old content over and over is one surefire method of killing any hope of a profitable relationship with your target market. Nobody wants to hear you say the same thing 7 different ways every step through your funnel.
There’s a big difference between regurgitating the same old words – or ‘spinning articles’ – and strategically repurposing content.
One very simple way to repurpose your content is to offer it in a variety of formats. Text can easily be converted into audio, and even video content. Your text format can be used as an article with reprint rights, or as a post on your blog or website. The audio version can be uploaded to BlogTalkRadio. The video version to YouTube. This gives you at least 3 different ways to reach your target market, and all 3 formats can lead into the same call-to-action.
Likewise, a great audio interview can be repurposed into a short report or PDF format. This is a great service to your target market, as some prefer listening over reading, and others prefer reading over listening. It also instantly doubles your opportunities for exposure.
Let ideas expand into exceptional content…
One of the easiest ways to repurpose content is to take small snippets, and expand on them. Twitter has been a great source for many of my blog posts over the last year. That seems to work exceptionally well if you publish the post while the conversation or topic is still ‘warm’ and tweet the link to your blog post. I’ll often quote tweets, or use screen shots of tweets, and then expand on the topic in my blog post.
Forums are another great source. Anytime I post a long and resourceful reply in a forum thread, I copy and paste that reply to notepad and save it in a folder on my hard drive. When I am running dry on content ideas, I open that folder and look for pieces I can expand on for a blog post or a new article.
If you write product reviews, you can repurpose your reviews into a Top 10 list of recommended products. A tech blogger might publish The Top 10 Gadgets of 2009, for example – linking back to each product review and including a short description of why it made the list.
Have a great blog post buried in your archives? Dig it out and turn it into a short report or tip sheet. You can use this as an incentive for visitors to subscribe to your mailing list.
Phone calls or emails, or pretty much any conversation, can also be repurposed into web content. Keep a running log of your most frequently asked questions, and use those to create articles or blog posts. Your email replies are a great source, and need very little editing to be turned into usable content.
You can also publish your FAQ as a piece of content in and of itself, and link to the pages or posts that go into full response for each question on the list.
Speaking of conversations, I once turned a conversation over lunch into a blog post, as well as a conversation during a short flight. Get creative, and realize that if you’re thinking… or talking… you’re creating content!
The most important aspect of content development is that each of your pieces work together to achieve your main objective. Is your goal traffic, is it sales, is it list-building? Know your objective upfront, and develop your content strategy to achieve that objective.