Repurposing content to save time & maximise marketing impact
Content marketing, done well, can take a lot of time. It’s no quick thing to write a 500-word blog post, record a 30-minute podcast episode, or shoot and edit a short video. Which is why repurposing your content is so valuable.
Coming up in this video, how I take one piece of content and repurpose it in several ways, to save time and maximise marketing impact.
One of the barriers to content marketing is the time it takes to create and distribute content. And I get that. We’re all busy people, we’ve got clients to see, teams to manage, families to spend time with. That’s why content marketing and marketing more generally, often slips down the list of priorities.
From my early days as a Financial Planner, I talked a lot about our ‘integrated’ approach to content marketing. That means we always maximised the effort and made the most out of each activity. You might call it lazy marketing. The popular term now is repurposing.
Here’s a quick example of what repurposing might look like in practice. Let’s say you record a podcast interview with a guest expert. After a bit of editing, so you and the guest sound the best you can sound, you publish the episode and share it with your listeners. That’s great, but it’s also I think a wasted opportunity.
As well as publishing the podcast episode, your editor can take a few 30-second clips, the ‘best bits’, and turn them into what are known as ‘audiograms’. These are social media cards with audio and moving waveforms on top of an image. They are highly engaging and encourage a lot of people to click through and listen to the episode in full.
Another thing you can do with the episode is to upload it to a voice transcription service like Rev.com, get the whole conversation transcribed (this costs 10 cents a minute using their 90% accurate AI transcription service, or $1 a minute for 98% accurate human transcription), then you highlight the best quotes, and create some quote cards to share on social media. Again, a quick task, especially if you outsource it, but multiplying the reach and impact of the original content piece.
With that transcription in hand, it’s easy to turn the podcast interview into an article, to post on your website blog, or third-party sites like LinkedIn or Medium. And once you’ve got a collection of articles or blog posts, that’s your material for an e-book or traditional book.
One podcast interview quickly becomes several different bits of content. This repurposing multiplies the reach and impact of your content marketing, and it doesn’t require much work to do.
This video, this video right here, this is an example of repurposed content. I spent some time over the weekend writing up notes for a keynote presentation I’m delivering this week. Rather than use that material once, in front of an audience of 50 or 60 advisers, I can take some of the segments from the presentation, build on them and expand the ideas a little, and then repurpose them into videos like this, articles for LinkedIn or Medium, and (in the future) podcast episodes or webinars.
There are opportunities for this content marketing repurposing everywhere. Let’s say you host a webinar. If you’ve gone to all the effort of creating a webinar, planning its content and putting together slides, it would be a shame to leave it at that. You could reshoot the webinar, or sections of it, as a video tutorial on YouTube. Or put together a downloadable cheat sheet based on the top tips you share.
If you’ve been blogging for a while, you’re likely to have a sizeable back catalogue of content you can repurpose. Why not take blog posts on a similar theme and then repackage them as an e-book. You can give access to this e-book in return for an email address and permission to add the person to your email newsletter list. While some website visitors and search engine traffic might be finding your old blog posts, you can drive fresh visitor activity to a refreshed e-book covering a collection of topics.
Blog posts are a great foundation of repurposing as podcast episodes or videos too. Just because you’ve written something and published it once, don’t assume that more than a tiny percentage of your target audience has seen it; repurpose it and bring it back to life in a different format.
As well as saving time and reaching a new audience, one of the things I love about content repurposing is that it helps drive a consistent message. You’re sharing the same messages in different ways, but injecting new life into each one. This is positive from a branding and marketing perspective, but it’s consistent messages, delivered over time, that will build trust with your target audience.
How are you repurposing your old content?