In 2017, Flight Media made a massive shift in its content strategy by deciding to repurpose content.
Simply put, we stopped focusing on high volume (600-800 word blog posts) and began focusing on super high quality, long-form blog posts -- often pushing 2,000-3,000 words.
Once we finish each post, we follow a simple process called “repurposing content”.
This small shift has massively impacted a few things for us:
What is “Repurposing Content”?
Repurposing content is the concept of taking one form of content (written, audio, visual, video, etc.) and altering it to be consumed in a different way.
For example, if you write a blog post on “5 Ways to Bake Hot Dogs”, you could also make a video or podcast on it, too.
It’s the same topic and the same content, but on a different platform.
There are tons of ways to repurpose content (I’ll cover them in a minute), but the main reason you should be repurposing content is because people like to consume information in different ways.
Find previous, most popular content to repurpose. Google analytics, MOZ, etc.
Don’t repurpose EVERYTHING. It’s not worth your time. Be very selective about what and when you repurpose.
That said, here are 15 ways to repurpose your content and a flow to follow!
We start our repurposed content flow with a strong blog post. It covers a topic in depth and offers practical, how-to advice. Check it out here.
A YouTube video is an ideal way to repurpose content – especially if you’re starting with a blog. Your audience will be hungry for a visual way to process the information. But don’t worry. You don’t have to cover EVERY idea in depth. Give readers the big-picture view and cover high-level ideas. Then, invite readers to visit the blog at the end of the video. And don’t forget to populate the video description with the link for easy access!
If you already have a podcast going, kudos! If you don’t, consider getting this component of your content strategy up and running! Your audience will appreciate the ability to listen to your content while they’re on-the-go.
This is a short and simple method that really works. At the top of every blog page, offer readers the option to listen to the blog post. All you have to do is read it out loud and record yourself! Easy peasy.
Live sessions are the perfect way to engage your social media audience with your content. Repurposing a blog in this way lets you speak directly to the audience in a visual way while directing viewers to other forms of content to explore more – such as the blog itself, the podcast or the video.
If you’re strategic about outlining your blog content ideas/topics before you write them, you can then combine several related posts into a webinar. This strategy makes what would otherwise be a cumbersome, time-consuming process quick. Just transfer your information onto slides, have your blogs handy, and run a wildly successful webinar!
On the other hand, you can create a webinar and break it down into several blogs – or just repurpose it into a single blog, and direct readers to view the full webinar, like LWT does here.
Here’s another way to make your blog content visual. Create an outline of the “big ideas” from the blog, and place them into slides. Then, publish the slideshow and promote the heck out of it! Check it out here.
This is another way to repurpose content, but it takes some planning, like the webinar. Gather together several blog posts you’ve already written on a related topic, and voila! You’ve got an instant ebook!
We turned this three-part blog on selling more services into a free offer/ebook.
This type of content won’t work for every blog post you write. A case study needs to show proof. Like these. It should highlight actual success stories, like how your technology improves production line efficiency or how a customer has changed her career as a result of your coaching.
Stream-of-thought content is the new black. That’s why LIVE and Stories are so powerful. They allow you to express immediate thoughts and content that don’t necessarily have to be in blog or video format.
Anchor is a great app that allows you to make voice snippets throughout the day (think: Instagram Stories) and upload it to your timeline. Your recordings are available for 24 hours unless you make them permanently available.
This is a great way to break content into bite-sized pieces – similar to a podcast.
You can take a really long blog you wrote and break it up into a series of 5, 10 or even 15 emails. Call it a “course” and you’ll attract leads like crazy to this valuable content.
You’ve probably seen a ton of these types of videos on Facebook. There’s not an actual person starring in the video. Instead, it’s words on the screen with some images in the background, like this one.
Don’t forget this valuable platform if your audience is B2B (business to business). You should be publishing every blog post to LinkedIn Pulse to be sure you stay front-and-center with your audience.
There you have it! Fifteen ways to repurpose content. All it takes is the first blog post. Make it good and make it “meaty.” Then start repurposing to your heart’s content – and watch the leads pour in!
What does your repurposing strategy consist of?