By Melanie Graham
Most of us understand the importance of reusing and recycling. Whether it’s a plastic bottle, egg carton or a cardboard box, many items can live another life after their original use.
The same idea can be applied to content.
After your team has put hours into an article, blog post, or video, it’s wise to get the most return on your investment. Instead of sharing content on just one channel or platform, think about how you can repurpose and reuse the content in a different format. You can create content and bolster your marketing campaign without starting from scratch.
Transforming content for different platforms can also help your campaign achieve a wider reach. While a blog post may serve one audience, a video or infographic could tap in to a different demographic. Your messages are also reinforced and more likely to be remembered when they are repeated on different platforms.
Need some ideas? Here are a few suggestions for finding success in your existing content library:
- Create an infographic. Not everyone is interested in reading a full article or blog post. Why not take the key information and create an easy-to-read infographic? These can be embedded into the related blog post or shared individually on social media platforms. You may want to also think about breaking up the infographic or creating smaller images to share on Twitter or Instagram Stories. Remember to keep the graphics simple, on-topic, and visually interesting. You can also check out these other infographic “dos and don’ts” from HubSpot.
- Don’t forget about Slideshare. Slideshare is sometimes overlooked by marketers, but it is a powerful network that boasts 80 million users and more than 18 million uploads. The site, which is part of the LinkedIn family, is primarily used for sharing presentations. Posting slides from conferences or seminars is OK, but you can also create original presentations using existing content from your blog or website. Plus, Slideshare presentations can be embedded on websites, blogs, and social networks. Similar to infographics, the information in your Slideshare presentation should be presented in a visually interesting way and include a few surprises along the way.
- Break it down into a blog. Do you have a new case study, white paper, or eBook you just released? Consider pulling key takeaways and presenting them in a blog post. You can draw in readers with important points and encourage them to learn more by clicking through or downloading the larger, more detailed piece of content.
- Make a short video. Videos boost traffic, clicks, and conversions. If you’re planning to interview an expert for an article or blog post, think about filming a quick video during your interview. It doesn’t have to be a highly produced, formal interview — just something that hits the important information you plan to share in your article. If you don’t have a chance to film the content expert, think about creating a short video with a voiceover and graphics.
- Think beyond YouTube. If you’ve produced a quality video, don’t restrict it to just one channel. Share parts of it on other platforms, like Instagram or Facebook. You can also turn it into a blog post, or create a transcript for your website. Looking for more? Check out our post on ways to repurpose your video content.
- Try a podcast. Podcast popularity is on the rise, and it’s a great opportunity to repurpose some of your existing content. Tap into information from popular blog posts or website articles. Or, if you’re already planning to interview a patient, doctor, or other expert for a blog post, consider recording the conversation as well. You can also take existing videos and pull the audio to create a podcast episode. Podcasts can be published on platforms like iTunes or Google Play, or you can embed them in your websites or blog.
What are some ways you like to repurpose existing content? Share your ideas with us in the comments section below!