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In the world of social media marketing, SMEs face challenges such as the constant need for fresh material, writer's block, and a lack of inspiration. However, in 2023, a powerful solution is at your fingertips: content repurposing.
Content repurposing is a strategy of reusing existing content in new formats to reach more people and expand its lifespan. This allows you to:
- Extend reach: Give old content a fresh makeover to reach new audiences.
- Save time: Maximize existing assets without starting from scratch.
In this blog, we'll explore the benefits of content repurposing and provide practical strategies. By the end, you'll know how to extend your content's reach, save time, and boost efficiency in 2023.
Let's dive in and unlock these strategies!
Repurposing Video Content
Long form videos such as interviews, talks, documentaries, and case studies can be great sources of repurposed content.
They're full of value, they're highly relevant to your audience and they're aligned to your business. So every new viewer of such content is a potential lead.
Here are a bunch of ways you can repurpose them.
1. Teaser video
Before you actually release the long form video, you can increase the number of views it will get by preparing your audience for it.
Sneak peeks of the guest, the controversial one-liners, and the core of the video can make for a good teaser video.
Need inspiration? Check out a few movie trailers.
2. Short video clips
Crop 30 second bits from your long tail video and schedule it on your social media.
💬 Make sure to subtitle it carefully. CapCut allows you to generate auto-captions, making this process a lot easier.
✍️ Add a nice caption to it. Here's a guide to help you write a good caption.
🔗 Link to the original video in the caption or in the first comment.
✂️ Don't forget to crop your content to the right size! For Instagram and TikTok, go for 1080x1920. You can easily do this using free tools like CapCut.
3. Use the video transcript
Utilize the video transcript to translate the core message into different formats.
Craft blog posts that extract key points and insights from the video, allowing you to delve deeper into specific aspects of the content.
Additionally, create engaging social media carousels condensing main takeaways into bite-sized, shareable slides complemented by eye-catching visuals.
For a video that you feel has done well and keeps getting traction on Youtube or wherever you've posted it, you can create a podcast based on it in two ways:
- Simply separate the audio from the video using Audacity or convert it to mp3 and upload it as a podcast through your preferred podcasting platform. This will, of course, make more sense if the video doesn't depend too heavily on the visual elements in it.
- If your video relies heavily on visuals, consider creating a podcast centered around the same topic using the video's content. Vary the podcast format, such as turning it into an interview-style discussion or a narration enhanced with sound effects, to ensure it works effectively without visuals.
6. YouTube ads
Video ads get some of the highest conversion rates of digital ads.
You've already invested in created this long form video, might as well use snippets and highlights from it in your social media ad if you don't want to spend additional budget creating something from scratch.
It can be that simple. Pick a simple idea or a quote from the video, put it in a template in Canva, and schedule it on your social media. You can link to the original video in the caption or in the comments too to get more traffic to it.
Overtime some evergreen blogs might start bringing in regular traffic to your website through organic search, or through backlinks from other websites.
It's never a bad idea to repurpose these blogs to tap new channels. Here are a few ideas.
1. LinkedIn Newsletter
The LinkedIn Newsletter feature enables you to curate and share content directly with connections and followers, making it an effective way to repurpose blogs from your website.
By leveraging the LinkedIn Newsletter feature, you can breathe new life into your valuable content, spark meaningful conversations, and establish yourself as a thought leader in your industry.
Plus, it provides an avenue for direct interaction with your connections, further enhancing your professional relationships.
So, if you've got those evergreen blogs driving traffic, don't hesitate to tap into this powerful feature and maximize the impact of your content.
For content that is comprehensive and packs a truckload of value for your audiences, you want to help them get that value, and you want to capture them as a lead if they're that interested in it.
That's where an ebook works like a charm.
Combine your blog or series of blogs around a similar topic into one ebook. The paid app Designrr helps you create an ebook just by plugging in a few urls, picking a template, and then hitting publish.
Place your Call-to-Action allowing people to leave their email to download the blog as an ebook, and you have yourself a lead generating machine created from repurposed content.
3. Carousel post
Carousel posts are having their moment on at least 2 platforms: Instagram and LinkedIn. They generally get good engagement, they're visually appealing, they're a great way to fill your social media calendar and get more traffic back to your original blog too.
To repurpose your blog into a carousel, break it down into it's 8-9 main bullet points, and then create a carousel.
This short tutorial teaches you exactly how to use Canva to make carousels for Instagram and LinkedIn.
Remember to link back to your original blog in the caption or in the comments, and to save one image in the carousel to create a call-to-action.
If you can distill the long form blog into one infographic, you're going to ensure that it is shared with a lot more people.
Instead of a few bullet points like in a carousel, your infographic needs to make sense as one connected picture.
With your blog in mind, start with browsing through these free infographic templates here in Canva. Choose the one which can convey the idea or the process the best way. Replace the text and pictures, add your logo, and publish it on your social media channels.
If it makes sense for your audience, you can also post your infographics on Pinterest with the right tags and link it back to your original blog.
Do you think the longform blog is worth its own live discussion?
Use a platform like Zoom to do a webinar with an expert within your own business or an external partner to talk about the topic. Feel free to draw heavily on the long form blog to build a slide deck to use in the webinar.
Ask people to register using a link for the webinar or just broadcast live for everyone on your social media channels. Plug the website and the original blog at the end, and ask people to drop their emails so you can send them a recording of the webinar later.
6. Update older blog
Blogs like "Top Trends in..." will get outdated in a year, but Google will still keep showing it if you keep it updated.
Take this blog for instance. A lot of these ways to repurpose your content might cease to exist in the next few years. Updating it in a year will...
- show Google that this piece of content is still relevant a year from now.
- and it will give us the excuse to post it again on our social media channels.
Backlinks are the best way to increase your domain authority. Your best posts are your currency in the process of getting backlinks. When you've targeted a few other websites to place your link on, and reached out to them to write for them, you'll need to lead with quality content.
At the end of the day, people want other people to visit their website. If your amazing content can do it for them for the cost of a backlink on their website, they won't always say no.
7. Email campaign
If your blogs naturally lend themselves to being organized into a series or thematic grouping, this is an excellent opportunity to create impactful email lead campaigns.
Essentially, you can summarize key points and insights from your blogs within your email content, making it concise and engaging.
Use the email as a teaser, offering valuable information and a clear call to action, and then link readers directly to the relevant blog pages for deeper context and exploration.
This approach not only repurposes your blog content effectively but also allows you to nurture and engage your email subscribers with valuable insights, encouraging them to further explore your expertise on your website.
Save time, maximize impact and reach
Incorporating these content repurposing strategies into your 2023 marketing plan can unlock a world of possibilities, enabling you to reach wider audiences, save valuable time, and maximize the potential of your content assets.
Discover the transformative power of content repurposing today with Willow, offering a 14-day free trial to explore its capabilities. Start repurposing, start thriving!