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13 Ways to Repurpose Content

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13 Ways to Repurpose Content

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Repurposing content is the art of stretching a single piece of content into as many other useful forms as possible. Your content is in an epic battle against every other piece of similar content out there. With social media algorithms dictating who sees what, ever-changing SEO tactics, and elusive ranking factors, content marketing success can feel impossible. Here are 13 ways to repurpose content, and squeeze every last bit of delicious juice from a single article.

Repurposing content is the art of stretching a single piece of content into as many other useful forms as possible. Your content is in an epic battle against every other piece of similar content out there. With social media algorithms dictating who sees what, ever-changing SEO tactics, and elusive ranking factors, content marketing success can feel impossible. Here are 13 ways to repurpose content, and squeeze every last bit of delicious juice from a single article.

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13 Ways to Repurpose Content

  1. 1. Repurpose Content 13 WAYS TO
  2. 2. WHAT THE HECK DOES ‘Repurposing Content’ MEAN?
  3. 3. Repurposing content is the fine art of stretching a single piece of content into as many other useful forms as possible. Pam Berg, BSTRO Content Marketing Specialist
  4. 4. REAL TALK Creating content takes time, money, and resources. It’s just plain smart business sense— and marketing strategy—to stretch each piece of content to the max.
  5. 5. Let’s assume that you’ve written an article for your brand’s website. It’s great as-is, but it has the potential to be so much more. Time to repurpose it!
  6. 6. Repurposing Content for Social Media
  7. 7. Content can’t market itself! Social media amplification helps your content hit the target. It’s a key step in your content marketing strategy.
  8. 8. Create an Infographic 1
  9. 9. Infographics explain steps, share lists, show stats, and illustrate a path between multiple concepts. If you don’t have a designer, you can use free infographic templates online. Then get sharing!
  10. 10. INFOGRAPHIC TIPS • Use branded or product images when appropriate • Be mindful of typefaces; keep text legible and uncrowded • Optimize the filename for search, and include optimized post text wherever it’s used on social media
  11. 11. 2 Create Engaging Pins
  12. 12. 55% of U.S. Internet users primarily use Pinterest for shopping 67% of Pinners consult Pinterest while shopping in stores Posts and tweets have short shelf lives, but Pins can live on indefinitely through repinning. 55% 67%
  13. 13. PIN TIPS • Research trends and stats before creating a Pin • Use rich Pins to add extra details • Optimize Pin post text for discoverability • Don’t forget that you can Pin GIFs and videos!
  14. 14. 3 Create a Social Media Ecosystem
  15. 15. No piece of content should fly solo. An ecosystem is an interconnected set of smaller content pieces created around a single piece of primary content, all working in harmony to drive traffic.
  16. 16. A SOCIAL MEDIA ECOSYSTEM MIGHT INCLUDE • Correctly sized sharing images for each social network • At least one stand-alone Instagram image, with post text containing a clear CTA • At least one Pin, with visual(s) and optimized Pin text • Researched hashtags for applicable networks • Researched video tags (if applicable)
  17. 17. Repurposing Content on Publishing Platforms
  18. 18. Maximize your efforts by publishing the same content on different platforms. This builds your brand’s following by helping you reach new audiences, and sometimes it’s as simple as a copy/paste…
  19. 19. 4 Publish on Medium or LinkedIn Publisher
  20. 20. Using a popular publishing platform helps you reach an entirely new audience. If your business has multiple contributors, consider having them publish under their own profiles to reach their unique social networks.
  21. 21. PUBLISHING TIPS • Wait a week before publishing, to allow search engine indexing • Link back to the original article to drive referral traffic • Encourage employees to share to personal networks
  22. 22. 5 Create a SlideShare Presentation
  23. 23. We’re going to get meta here, and talk about the value of SlideShare from within a SlideShare presentation. It’s a fun and easy way to invigorate your articles. This SlideShare might even be better than the original!
  24. 24. WHAT GOES INTO A SLIDESHARE PRESENTATION? • Slides can showcase highly engaging design skills • They can be silly combinations of photos, design, and text • They can be as long as 100 plus slides, or as few as a handful • Visitors can save individual slides – making the presentation as well as each individual slide within it a shareable piece of content
  25. 25. 6 Create an Engaging Email
  26. 26. While email isn’t technically a publishing platform, it is the leading method of direct marketing, and a means of pushing your content out to a targeted audience. Do you want to see an average ROI of $38 for every $1 spent? You need email.
  27. 27. EMAIL MARKETING TIPS • Use CTAs that tell users exactly where they’ll go, and what they’ll see when they get there • Instead of sending users right back to your blog, send them to other networks or platforms to add depth and texture to your brand storytelling • Include share buttons! The easier you make it, the more likely they are to do it.
  28. 28. Repurposing Content into a New Format
  29. 29. It’s almost too easy: Put a shiny new jacket on your content and call it something else. The new formats take your copy and shake it down through magical filters to create what appears to be a unique piece of content —but is secretly the same one, wearing a disguise.
  30. 30. 7 Create a Captivating Case Study
  31. 31. Audiences know when you’re hustling a sale. Stop telling them how great you are, and let them reach their own conclusions by showing proven results. Articles that present results and position your brand as experts make great case studies.
  32. 32. CASE STUDY TIPS • Use engaging visuals to keep statistics interesting • Be transparent and offer links to cite sources • Write confident copy
  33. 33. 8 Create an Ebook
  34. 34. An eBook is a great way to produce content your audience can keep, whether you use it to collect subscriber data or give it away for free. You can find eBook template software online. Tweak your text, trim any fluff, and break it up into pages.
  35. 35. EBOOK TIPS • Be succinct: less text is more on an eBook page • Keep it visual: use branded colors and typefaces if a designer isn’t an option • Promote on social media, and add download links on your website
  36. 36. 9 Create a Downloadable PDF
  37. 37. Not up to an eBook? No sweat. A simple downloadable PDF is another way to put your content in your audience’s hands. Articles that include lists, tutorials, best practices or procedures, and tips all make great downloadable content.
  38. 38. DOWNLOADABLE PDF TIPS • Reduce text to list/point-form or shorter paragraphs • Use visual elements such as branding and imagery • Promote on social media, and add download links to articles about that topic
  39. 39. Repurposing Content Using Technology
  40. 40. Ready to seriously level up your content marketing? Marketing and tech are BFFs. Take your brand’s content to innovative new places by incorporating tech into your marketing strategy.
  41. 41. 10 Create a Video
  42. 42. Video marketing is a favorite frontier for good reason. Putting human faces in your brand storytelling does wonders for building trust and loyalty. Tutorials, demos, and perspectives make great video content.
  43. 43. VIDEO TIPS • Find the right format: live action, narration over slides, animation, or interviews • Create video snippets during editing to use on Instagram • Create Instagram or Snapchat Stories while filming to create behind-the-scenes peeks that add further value
  44. 44. 11 Host a Podcast
  45. 45. Podcasts are on the rise, growing 23% in the last year alone. They’re fantastic for a mobile audience: accessible on commute, at the gym, or at home. The same number of Americans listen to podcasts as use Twitter. Think about it!
  46. 46. PODCAST TIPS • Consistency is key to a successful regular podcast, so plan a production routine that you can maintain • Look for opportunities to turn interviews for articles into podcasts and vice versa
  47. 47. 12 Create a Quiz or Poll
  48. 48. Can your content be turned into interactive questions? Quizzes are immensely popular, and viral, content. Publish a single quiz, embed it in your website, have rotating or daily quizzes as homepage features, or even have an entire section of your site dedicated to content- turned-quizzes.
  49. 49. QUIZ TIPS • Use SEO magic in the title of your quiz for discoverability • Include branded visuals where possible • Make the results engaging and shareable on social media
  50. 50. 13 Build an App
  51. 51. Not just anyone can build an app, and not every piece of content is app-worthy. Apps are a unique way to become part of your customers’ lives—and be with them everywhere they go.
  52. 52. APP TIPS • Don’t create an app just to create an app - be sure it’s useful • Study other apps with similar functions - see what already exists, what works, what doesn’t work • Read the user reviews and comments to see how you could improve on those products
  53. 53. There you have it: 13 Awesome Ways to Repurpose Your Content Go forth and conquer!
  54. 54. Download our simple content repurposing checklist (see what we did there?) Need help making sense of all this repurposing madness? Reach out to us: contact@bstro.com

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