Posted to Volacci's blog on July 10th, 2013

Reduce, Reuse, Repurpose Content

Picture this: you’ve just finished writing a blog post about your personal take on a recent event and how to apply the lessons learned to your specific niche. It’s original, timely, useful and unique. You’ve just generated very valuable content.

What if we told you that you can multiply the value obtained from that single piece with minimal effort? Much like with recycling, you can give new life to old material with just a bit of creativity and not that much elbow grease.

It’s not that hard--all you need to do is dress it up a little differently and that’s what we’re here to talk about: repurposed content. Repurposing is the upcycling of your original material; it’s one of the easiest and most efficient ways to get the most out of your content marketing efforts. It takes what you’ve already done, gives it a different spin and sends it back out to a fresh audience that may have missed it the first (or second or third) time around.

We’ve said it once, and we’ll say it again: content marketing is valuable-- much time, thought and effort goes into creating good, original material. When you create an original piece of content for your business or website, you are generating value for yourself by asserting your expertise in the field. You’re also generating value for your customers by offering them useful, timely information, and building their trust in you. This will eventually turn them into paying customers.

Why repurpose?

Repurposing your content extends the lifetime of your material. It also allows for more people to access the same knowledge base in different ways at different points of time. Some of your followers may prefer to watch you in action, while others may prefer an easily-accessible PDF. The more versions of your expertise you offer, the more people you’ll reach.

Here are a few tips for you to get the most out of your hard work.

* Turn a current content piece into a live webinar- add personal anecdotes and expand on points that are important to you.


* Offer the recording as downloadable material. This would be likely to appeal to the crowd that likes to listen to podcasts.

* Record a video for YouTube: Give your original content a more visual angle. Use props, creative editing, etc. to create a visually appealing version of your unique material.


* Turn the audio into a podcast.

Wait, there’s more...

* Transcribe the podcast, and post it together. Some people may not be able to listen to the podcast the minute they follow your link. But if they can read it, you’ve still attained significant value through repurposing and so have they! 

* Create a presentation using SlideShare, Powerpoint or Prezi. These very appealing and easy-to-read forms of content reach an audience who wants important information but may only have time for a summary.

* Send part of your article out in your newsletter and link to the full content within the email. This is a great way to increase the click-through rate of your newsletters while still providing valuable information for your subscribers. You’ll also learn what topics are most interesting to your audience, allowing you to expand on those in the future.

Content Syndication
* Syndicate your content. By allowing other websites to post your content, you’re not only adding value to their sites and readers, but you’re increasing the amount of readers your material will have.

Finally, remember that no matter how you repurpose your material, take out any sales pitches from the equation. People are becoming more and more averse to traditional advertising which is why you should focus first and foremost on building trust between you and your readers. Make your primary aim to educate your readers on a subject you know well. Putting yourself in your readers’ shoes, who are you more likely to buy from-- someone who claims to know what they’re talking about or someone who has proven to you over time that they are an authority in their subject matter? The latter, right? When developing and executing a any sort of business strategy, especially in content marketing, it is very important to work smarter, not harder. Make your content work for YOU and not the other way around.

Reduce your workload, reuse information, and repurpose your content!