Double your content creation in half the time (or less).
Posted: Tue Jan 21, 2025 8:30 am
I admit you actually are creating new content with this strategy. But you’re not working from scratch. You’ve already done all the hard work. You just have to repackage your content into another format.
Why Content Marketing Fails from Rand Fishkin
The folks over at Internet Business Mastery started recording a few of their most popular blog posts for their podcast. Those audio blog posts get 60% - 100% more downloads than their feature podcast.
There are several benefits to repurposing your content.
By appealing to individual learning styles and preferences, you can reach people paraguay phone number library who otherwise wouldn’t be interested.
And you’ll be more persuasive to those who consume the content in more than one format. Studies show that people believe information more when it’s repeated.
You could also boost your SEO. More content related to your keywords means more opportunities to earn backlinks. Be sure to include internal links within your content to give juice to your most important pages on that topic.
Now that you know the “what” and the “why” of repurposing your content, it’s time to focus on “how.”
Choose the right content.
Dig through your analytics to identify your best performing pieces. This could be based on your SEO traffic, number of shares, leads generated or any other metric you want to focus on. These metrics are a good indicator of how well your repurposed content should perform.
Once you’ve identified these proven winners, eliminate anything tied to a particular event or date. By the time you have measurable results on these, it is usually already be too late to repurpose. You want to be able to maximize the shelf-life of this content.
Choose your new format.
Consider what types of content your target audience prefers, what your goals are and how your content will translate into the new format. For instance, it makes sense to use blog posts as chapters of an ebook, because they are both text-based.
Adjust for the medium.
You wouldn’t want to use a blog post as is for a Slideshare presentation. Nobody would want to read all that text in that format. It would be much more effective to pull out subheads and quotes and even add new images.
Take another look at the example from Rand Fishkin above. He doesn’t simply copy and paste from one format to another. He presents his story in ways that take advantage of the strengths of each.
Why Content Marketing Fails from Rand Fishkin
The folks over at Internet Business Mastery started recording a few of their most popular blog posts for their podcast. Those audio blog posts get 60% - 100% more downloads than their feature podcast.
There are several benefits to repurposing your content.
By appealing to individual learning styles and preferences, you can reach people paraguay phone number library who otherwise wouldn’t be interested.
And you’ll be more persuasive to those who consume the content in more than one format. Studies show that people believe information more when it’s repeated.
You could also boost your SEO. More content related to your keywords means more opportunities to earn backlinks. Be sure to include internal links within your content to give juice to your most important pages on that topic.
Now that you know the “what” and the “why” of repurposing your content, it’s time to focus on “how.”
Choose the right content.
Dig through your analytics to identify your best performing pieces. This could be based on your SEO traffic, number of shares, leads generated or any other metric you want to focus on. These metrics are a good indicator of how well your repurposed content should perform.
Once you’ve identified these proven winners, eliminate anything tied to a particular event or date. By the time you have measurable results on these, it is usually already be too late to repurpose. You want to be able to maximize the shelf-life of this content.
Choose your new format.
Consider what types of content your target audience prefers, what your goals are and how your content will translate into the new format. For instance, it makes sense to use blog posts as chapters of an ebook, because they are both text-based.
Adjust for the medium.
You wouldn’t want to use a blog post as is for a Slideshare presentation. Nobody would want to read all that text in that format. It would be much more effective to pull out subheads and quotes and even add new images.
Take another look at the example from Rand Fishkin above. He doesn’t simply copy and paste from one format to another. He presents his story in ways that take advantage of the strengths of each.