If your blog has been active for a while you likely have so many articles you are losing track. When you hear people talk about the need and value of content marketing it might even tick you off. I mean, you have content. Lots of it!
It’s not a lack of content you are struggling with. It’s actually the opposite!
You have so much content you aren’t sure what to do with it!
Yeah, I get it. One of the sites I manage has so many pages it’s crazy! Last check it had over 500 pages and over 300 posts. But decreasing traffic.
With that much content I think we’d all agree that it’s not a lack of content that is hurting this site. It’s more likely a lack of useful content. Or a lack of content being in a useful format.
Everything we offer our readers needs to be easily consumed. That means it needs to be available in a format anyone can consume and turn around and implement the suggestions.
So, what can you do with all of your content to keep your site fresh, make it consumable by everyone, and not continue to spend your days coming up with more, new and shiny content?
You repurpose what you have!
Repurposing old content is a huge timesaver and can make your site fresh again. It’s a great way of taking the work you’ve already done and finding a way to update it, make it current and give it a new audience.
Below you’ll find a list of the most effective and efficient ways you can take your old content and make it new again.
Do Facebook lives based on your existing blog content. You know that Facebook is giving a lot of weight to live videos, and that great content in your videos will drive engagement, and Facebook serves up posts with more engagement more often. But maybe you struggle with what to talk about. Take a glance through your old blog posts and do a Facebook live on that topic.
Download your Facebook lives and upload them to YouTube. Use YouTube to keep driving traffic to your videos and your website. Optimize the details of your videos, load up the SEO tags, and keep people engaging with your videos.
Build an FAQ from the questions that come in. If your blog has been getting comments and interaction you can take the questions that have come in and create an FAQ page.
Answer questions live on Facebook. Use the questions that come in to drive your Facebook strategy. Choose a day, or two or three, and answer the questions that are coming in live. Let your audience know when they can catch you, and enjoy the live interaction with them.
Give your posts a facelift. Update the title, images and key content to keep it in line with your current strategy.
Websites and business strategies change over time and your posts may be a bit outdated. Remove dated material to make your posts evergreen. Remove old screenshots and replace with updated ones. Then send an announcement of your latest 3 or 4 updated posts to re-engage and drive new traffic to your site.
Create an infographic. Studies show that infographics on sites like Pinterest get 54% more traffic than blog posts.
You can take any blog post with sufficient content and turn it into an infographic. If you’re like me and aren’t the artistic type you can find someone else to create one for you. Sites like Upwork and Fiverr offer tons of options for getting your content transferred.
Add links in your posts for people to opt in to your list. Make your posts do double time by adding offers into the posts themselves. Whether you are offering a product or service or simply the opportunity to opt in to your email list, the fact that you are taking an engaged reader and offering them the opportunity to interact with you more will increase your results.
Take your most popular posts and make them a podcast. Similar to using the content for videos, you can use the same idea to build a podcast. Once you’ve identified the topics that are of interest to your readers you have an advantage…you know what to talk about to get people to listen. Use that information to grow your footprint to new audiences.
Schedule recurring posts on social media. The best blog posts in the world won’t do you any good if no one is seeing them. I use MeetEdgar to make sure my blog posts stay current and in front of my ideal audience. I schedule them once and it rotates through, sharing articles and driving traffic as long as I keep it running. (You can check out MeetEdgar here. Oh, and if you use this link to sign up you’ll get $10 off your first month!) Turn an old webinar into smaller how to videos. If you had a successful webinar, you can break it up and use it as a lot of smaller videos. Like a tv talk show posts their segments as individual videos rather than the entire show as one, you can use a webinar to create 4, 5 or even more videos that can be evergreen content.
Repackage similar blog posts into comprehensive guides. Once you’ve written several blog posts on the same subject you can pull them together into a single guide. Then you can use the guide as a lead magnet to grow your list, and direct people from your website to download your guide, making sure you get their name and email just in case they aren’t already on your list.
Use data you’ve been tracking to create case studies. One of the most powerful thing people can read are case studies.
The realistic nature, combined with specific data, are very convincing and can be one of the most powerful sales tools you have in your toolbox. If you’ve been tracking the data from your website, you likely already have everything you need to create and share powerful case studies.
Gather multiple interviews together into an Advice from the Masters book. If you’ve been running a podcast, doing webinars with guest experts, or any other form of interviews then you have a treasure chest of content at your fingertips! Gather some of your best interviews and put them together into an Advice from the Masters book. If you are able to get quotes and advice from some giants in your industry, you will have a great book almost ready to publish.
Put existing platforms to use for you. Sites like Quora and Udemy are growing by the day, increasing their market share and getting their content in front of people who are actively searching on topics. Make these platforms work for you by using them to research your topic, then putting your answer, with a link to your blog post, on their platform.
Give Twitter users what they want. Twitter is a fantastic place to share stats and great quotes. Put it to use in your online strategy by sharing the most tweetable content with your audience. Add a plugin like ClicktoTweet to your blog, and make it easy for visitors to share your content.
Turn your blog posts into a tip of the week newsletter. Even the most passionate fans won’t read every blog post. Not because they don’t want to read them all, but because like you, they are busy. Take your blog posts and send out links and tips each week in a newsletter. The inbox is often the best and quickest way to reach your audience.
10X a piece of existing content. Take a successful post you’ve written and 10X it. That means you’ll take the base you’ve already created and maximize its value. Do additional research, add content that can’t be found anywhere else, make it bigger and better than anything else out there. Then share it everywhere! The idea of 10X is really popular, so riding its popularity will help expand your reach.
There you have it. My favorite 17 ways to repurpose and reuse content you’ve already created to build your audience, your list, and your revenues.
You’ve gone to a lot of trouble to create the content you have on your site. You’ve spent time writing and creating, adding images and optimizing for SEO. Don’t let that time go to waste. Maximize it. Get as much out of it as you can, and do it efficiently.
I’d love to hear your ideas. Did I miss anything? Are there any other repurposing secrets that you use that aren’t listed here? Drop them below in the comments. Maybe I’ll add them to an updated list in the future. 🙂
One of the most common reasons I hear for unsuccessful marketing results is “Our niche is different.”
I’m going to share something with you, something that may tick you off. But you need to hear it.
No, your niche isn’t different.
Before you click off this article, let me explain what I mean by that.
Your audience’s challenges might be different. Your niche’s needs might be unique. Your niche might struggle with things others don’t understand.
But, your niche is not different.
It is still filled with people. People who respond as people to your emails, your ads, and your marketing messages.Whether you market via email, social media, search ads, direct mail, or other methods, you are still marketing to people. Click To Tweet
And regardless of the industry, your people buy based on feelings. Fear, hope, sadness, happiness…we all experience feelings and make decisions based on those.
Let me share an example or two.
Let’s say you are a success coach. You help busy female entrepreneurs build businesses that allow them to share their voice with the world.
You will want to identify your audience’s key pain, find their dreams, and discover what their journey will likely be.
Your marketing will need to reflect that journey. You’ll want to talk to them at different points along their journey. Your message will change depending on the point in the journey you are attempting to reach them.
You will reach out to them frequently enough to make sure they hear the message, and not so frequently that they get frustrated with you. You want to stay top of mind and build a perceived relationship with them so they will trust that you can help them build the business of their dreams.
Now, let’s say you have a local restaurant. You serve amazing American cuisine in a 50’s style family diner.
Your marketing will need to reflect that style. You’ll want to reach your ideal customers at various points in their lives as well. You’ll want to make people aware of your restaurant. You want them to think about you and even crave your food.
When they are getting ready for dinner and are making their plans to go out, you want them to think of you. You want to make appealing offers that make their mouths water at the moment they are choosing their dinner destination.
You’ll want to be in front of them frequently enough to keep your restaurant top of mind, but not so frequently that you annoy them into boycotting you. You want to stay top of mind and build a perceived relationship with them so they will trust that you will provide them a great meal at a fair price that they and their guests will enjoy.
Let’s look at one more scenario. Let’s say you are in the business of helping people make money. Whether it’s business opportunities, internet marketing or affiliate marketing, you help people go from struggling to pay the bills to having enough money to live the lifestyle of their dreams.
Your audience may be a bit more cynical, having been burned by opportunities in the past that have never panned out. They are cautious of sales letters, and believe most of what they read is a bunch of hype without much substance.
You will want to talk to people at different points along their journey. You’re messaging will need to reach people at the beginning of their journey, when they are frustrated and even a bit angry, as well as toward the end of their journey, when they believe there is a solution and are making their decision about who to buy into.
Your messaging will need to be consistent throughout their journey, reaching them at multiple points along the way. You want to stay top of mind and build a perceived relationship with them so they will trust that you can help them when they are ready to make a decision.
Notice the common thread?You want to stay top of mind and build a perceived relationship with them so they will trust you. Click To Tweet
This is what your marketing is designed to do, regardless of your industry. And the way you do this is the same across industries as well.
You stay top of mind by being consistent in your messaging and reaching your ideal clients/customers when they are listening. You build a perceived relationship and trust by demonstrating that you mean what you say, being consistent in your messaging, and sharing your life with them.
When you are able to do these things with consistency and transparency, you will notice increases in your subscriber base, customer base, and client loyalty. Regardless of your industry or niche, always remember you are still talking to people about their hopes and fears. And that doesn’t change.