Awhile back I did a short video on the importance of republishing your blog posts. Just one aspect of repurposing.
But the fact is, I not only talk about repurposing your content, but am a huge fan of doing it myself. The bottom line is that it works
So here are some ideas and tips to help you as you consider how to get the most out of all of your content no matter what medium it is.
What You Need to Know About Repurposing Your Content
There are so many ways to repurpose your content. I will cover several of them as well as offer some strategic and specific tips on repurposing.
There really are two things you need to know.
The More Content, the Better
It is obvious that the more content you have produced, the more you have for repurposing. That only means that you need to be more careful on how you change it and send it back out. If you are pushing it out to other platforms via various mediums, then it can be a bit easier. But if you are doing it to generate more content on your own site, make sure that you give your content enough time to settle with your readers before you start in on repurposing it.
Doing it too soon may turn off your readers because they will think, hey, didn’t I just read this?
Understand Your Readers
This is important if you are repurposing your content for any medium, for example, from text to audio or video, or any other combination. Do your readers want video? Are there other formats they are looking for? Do you also want to make your content more digestible for and useful to other people who happen to land on your site? These are good questions to consider when you plan your strategy.
Three Important Reasons to Repurpose Your Content
There are three top reasons most people are interested in repurposing their content.
Generate More Content
One of the biggest challenges we have as content creators is, well, creating more content. We all have times when the well runs dry and ideas aren’t coming fast and furious. Repurposing your content means that you have to come up with fewer new ideas. They are already there for you.
Expand Your Readership
Before I talked about knowing what your readers want. But also there is the flip side to this. It’s getting new visitors to your blog. If you haven’t touched on video or audio yet, the fact that you can repurpose existing content gives you a chance to meet the needs of people who prefer their content in visual form (think video and transcripts of audio) or by hearing it (recordings).
SEO Loves Content
Google loves content. But it must be good content. And what better way than to repurpose some of your content to get even more of it out there. But there are some things to be aware of, which I will touch on shortly.
Updating Your Existing Content
One of the oldest forms of repurposing is updating your existing content. There are several reasons you might want to do this. Take, for example, my site. I talk a lot about WordPress and eCommerce: products and services. And often are updated, in one way or another.
Instructional content is ideal for this. You may have old posts that still get a lot of traffic (and you definitely want to repurpose high-traffic content), but it’s out-of-date. Even though a lot of it may still ring true, there might be things you could change to improve it.
These are the simple ones, where only one or two changes are needed. So you will make those changes and just update the post.
Now there is a caveat here. If you do these small tweaks, you may still want to let your readers know that it was updated. There are ways to have an updated date show up in your meta (next to the original published date) or it can be replaced. But beware. This will happen even if you find a type and update. So will that mean it’s actually updated? I have a post that tells you more about updating your WordPress posts here.
Rewrites and Edits
What if the post needs some major editing? Well, there is nothing wrong with republishing with a new date.
But in the case of WordPress, you will want to do it this way:
- Go to the post and change from published to draft.
- Make your changes.
- Reschedule your post.
What’s important not to do is change any of the meta, especially if the post is already ranking well with Google. Do not touch the URL or permalink— or change it. Keep all of your SEO settings the same except if it hasn’t ranked, you might consider reworking your keywords. Keep the title as is, especially if it’s already ranking high.
Repurposing Audio to Video
Whether you currently have a podcast, or are thinking about starting one, if you do audio only, take that next step. There are several different ways you can do this, both with a service and manually. In a nutshell, it’s taking your audio, eg. a podcast, and creating a video. Yes, depending on the content, some people do listen only to videos. Again, it gives you a chance to create your existing content as a new medium and even put it on a site like YouTube. I go into this subject much deeper and the services I have used to do this in this post: How to Easily Repurpose Your Audio Files on YouTube
How To Avoid Duplicate Content
Duplicate content: that gray area where we aren’t always sure what we can and can’t do to avoid pissing off Google. To play it safe, I treat it the same as when I have published a guest post here that I wrote for another site. I make sure to give it a canonical link. If you use Yoast SEO plugin, it’s easy to do. I suggest you read up on that if you don’t know what I’m talking about.
Also, Yoast has a whole slew of posts around duplicate content. So if you really want to dive into it, I suggest you get it from an expert like Yoast.
Extract and Expand From Your Content
This is where your canonical link will play into your strategy.
Pulling Out the Content
You may have content on your blog, a simple paragraph or two (something more than 350 words to appease Google), that will work great as a stand-alone post. Consider this. You do an interview with someone about Facebook ads. You ask them 5 questions. One of the questions is, what’s the difference between sponsored and ads on Facebook? There you have it. A post in itself. What’s great is that is answers a specific question. So some may want to learn all about Facebook ads, while others may be more interested in simply understanding the differences between the two.
I have a post where I go into this even more here: An Interview Question from Your Podcast is a Potential Blog Post.
Expanding Your Content
Extracting the content is pretty easy. But on the other end of the spectrum, how many posts do you have with 10, 15 or 20 tips about something. Guess what? Depending on the subject and your original post, you can make a longer post out of each one of those specific tips. Obviously, it will take you more, but it provides even deeper content for the reader and allows you to interlink both posts within you site. The same goes for lists.
In both cases, the SEO is going to be good. If you are like me and a huge part of your traffic is organic search, this is a win-win for you.
Video, Audio, Text and Images. Repurpose with Media.
At this point this is a no-brainer. Audio to video or visa versa. Transcripts or posts written from videos. The options are endless.
Let me give you an example. As I mentioned before, one of the good reasons to repurpose is that people ingest content in different ways, including reading text, watching a video and listening to a podcast.
In our post podcast, the BobWP Monetizer I offered the content in a post, a video and an audio. You may ask why all of that on the same post.
- When someone lands on that post, they have a choice. And choice is good.
- I can also post the content elsewhere, for example, posting the videos on YouTube and creating a specific RSS feed for the podcast.
- And as I will say again, it’s good for SEO.
I can’t say that I do this with every post, but I can say people love it. For example, my old tutorials on some Genesis child themes had two videos. One showed what they could not do with the theme. The second included how to set it up like the demo and tips on how to go beyond the basic look. Then I followed those videos with screenshots explaining everything I had shown in the second video.
Was it a lot of work to do? Yes.
Did people like the format? For sure!
Discover Your Repurposing Workflow
So far, we have talked about repurposing certain content. But as you get more into this and develop strategies around repurposing, you are going to figure out your own workflow and repurposing will no longer be a matter of grabbing content here and there.
A couple of examples.
One person I read about would start with their email list and a newsletter. Then, on the second day, that content appeared as a post on their blog. The next two days were a video and a podcast based on the content.
With one of our previous podcasts, the Monetizer, I had my own workflow. First I write the post. Then I create a video using the post as talking points. Once the video is done, I extract the audio from it and post it with the podcast feeds I’ve created for it. After the post is published, I upload the video to YouTube.
You will find your own workflows as you get more and more into this repurposing business.
Repurposing Using Social Media
In a way social sharing, is, in its own way, repurposing. On a smaller scale, you are putting your content on these platforms.
And when you look at all of these social platforms, you are going to find some unique and creative ways to repurpose your own content.
Here are a couple of examples.
When you share a post on Facebook, LinkedIn or Google+, you do not have a character limit. Sure, you don’t want to overwhelm anyone with your full content, but you can use the first paragraph from your post as a nice introduction and an encouragement for people to click through. Or maybe you will find some other content in your post that will catch someone’s interest.
Then there are LinkedIn articles. This is a great way to pull in a piece of content from a post and lead people to click through to the original post. It may be that single-question interview I mentioned before. Or perhaps you have a post with 10 tips for SEO and you can share two of those tips in the LinkedIn article.
Whatever you choose to do with social, think outside the box and get creative.
So Many More Options for Repurposing Your Content
Think about it, there are numerous options for repurposing:
- Online Courses
- Membership Sites
And that is just the tip of the iceberg
Posts have been written on creating eBooks from your blog, with posts as potential chapters on the same topic. In another example, when we closed down one of our membership sites, we didn’t just stash away all the content we created for it. It came to life on our blog. In fact, you can read more about how to take advantage of content you are no longer using in a way it was intended originally: What to Do With Content That You Are No Longer Selling Online.
Of course, it’s up to you to discover your own sweet spot.
Swinging Back to the SEO Thing
Yes, repurposing your content is good for search engine optimization. If done right, it won’t bite you back.
Because in the end it’s all about keeping your content fresh and building even more on the knowledge you share with your readers through all the various mediums.
It’s Take Some Work
I honestly believe that many people are attracted to the concept of repurposing because they think it will make life easier for them. And in some ways it will. It may even give your brain a break from the hard work of coming up with new ideas. But in the end, repurposing takes work.
But heck, don’t most things that are worthwhile take time?
An audio option for this post.