The right way to Repurpose Your Previous Content material – Whiteboard Friday

Breathe new life into your present content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your outdated content material into priceless belongings that drive outcomes and enhance model authority.

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Video Transcription

Howdy, Moz followers. Howdy, “Whiteboard Friday” followers.

I’m tremendous excited to talk with you at present about learn how to take one thing that all of us have, you would possibly odor it, you would possibly odor it, it’s content material that’s burning cash in your pocket, content material that you just truly invested in that’s amassing mud, content material that not drives outcomes, not does something for what you are promoting, however you would like, you would like it might deliver some kind of life for what you are promoting, some kind of pleasure to what you are promoting, some kind of ROI for what you are promoting. And in at present’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your outdated content material is burning cash

Have been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for what you are promoting, might be introduced again to life. That is proper, we’ll go to city on that outdated content material, give it new life, deliver it again, and finally provide the skill to unlock new ranges of progress for content material that you just thought was lifeless.

Let’s bounce into it. So we’re all there. We’ve got all had content material that we have invested in. We have all heard a guru communicate onstage at a convention and say, “Content material is king. Write extra content material. Create extra content material.” And we have listened. We have developed tons of content material as enterprise homeowners, as entrepreneurs, as CMOs. We have invested in these belongings, however the ROI of a few of them has began to deprecate. It is began to go down.

At one level, it was up and to the best and the whole lot regarded stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is not driving outcomes. The visitors is not there. It is not on web page one of many SERP. You might be beginning to see that content material that at one level was a money cow is not driving the outcomes that you just and what you are promoting desires. How are you going to deliver these items again to life? We’re gonna speak about it.

As well as, you would possibly’ve had a number of items that had been a one-hit surprise. After they hit the web, once they went stay, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. The whole lot was flowing in the best route. However time went on and people items that had been at one level a success, that resonated with folks, that individuals embraced, that individuals shared, that individuals talked about, these items are not producing any buzz for you. They’re not producing any outcomes for you. We’re gonna speak about learn how to deliver these one-hit wonders again to life.

And eventually, there is likely to be a bit that you just, your workforce, your group created early on that basically communicated among the key messages that you really want your viewers to listen to, among the key tales, among the key concepts, among the key ideas that really perceive and talk the worth that you just deliver to the market, the ache factors that your prospects are having. And these key messages are messages that you just need to get again on the market. It is a key message that at one level resonated so intently together with your viewers that you just really feel like your workforce might have misplaced the way in which and have overpassed the important thing message that you just needed to articulate.

How do you deliver all of those items again to life? Issues which can be at the moment simply getting zzzs, individuals are sleeping on them, they are not studying them, they are not partaking with them. It is basically cash simply being burned since you invested time or power in them. How do you deliver ’em again to life? That is what we’re gonna speak about.

We’re gonna speak about how you are able to do that with textual content content material, with video content material, and with audio content material. So these are the three major varieties of content material that you could repurpose, that you could repackage, on the web.

Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, assets that you just created that, once more, had been very priceless on the time that they went stay, however possibly acquired crickets, possibly had been a one-hit surprise, or possibly they had been rating primary and now they’re beginning to tank. How do you deliver these items again to life?

There’s a number of issues that you are able to do with textual content content material that can allow you to win. Equally with video content material. One among my favourite codecs is video content material as a result of it is so versatile. That is precisely what you are taking a look at now. Kinda meta, however you are taking a look at a video asset. These video belongings can be utilized nonetheless at present. A webinar that you just would possibly’ve created, a truly simply speaking head video the place you arrange a digital camera and also you talked into the display. All of these kind of belongings might be repurposed. They are often remixed, and they are often reshared in your numerous channels. We’re gonna speak about that.

Audio content material is the very same factor. There’s much less versatility with audio content material, however audio content material is highly effective. However it’s oftentimes misunderstood that these podcasts that you just would possibly’ve created two years in the past, three years in the past, might be repackaged even at present.

The right way to deliver your textual content content material again to life

So let’s begin with text-based content material. Textual content-based content material is without doubt one of the fundamentals of the web. Whenever you had been fascinated with text-based content material, for example you have got a weblog put up. Do you simply press publish and name it a day? No, you could take that outdated weblog put up that you just created two years in the past after which begin to share it on social. And also you do this with social media posts.

So you’ll begin placing up posts on social straight in your numerous channels, whether or not it is LinkedIn, whether or not it is X, whether or not it is Fb, you title it. No matter channel it’s that you just’re utilizing, you are going to take that asset and also you’re gonna put it on the market. You are gonna amplify it. You are gonna share it on these channels. Then, we now have issues like carousels. Carousels are a really partaking option to inform a narrative a couple of piece of content material that you just created however inform it in a means that the consumer, the viewers, the people who find themselves on these channels, would possibly truly get worth from. What do I imply by that?

So for example, for instance, you have got a weblog put up which can be 5 easy issues that each search engine marketing must know to succeed. Each single a type of slides in a carousel might symbolize a type of 5 concepts. In order somebody scrolls they usually begin to swipe their thumb, as they go from one carousel display to the subsequent, they’re studying a summarized model of that weblog put up that you just created. And while you begin to share these on social and use hashtags which can be related to your ICP, it provides you the flexibility to now take an outdated asset that was burning gap in your pocket, not producing outcomes, however give it the flexibility to succeed in new folks, to succeed in an viewers that may not have been on-line on the similar time while you first printed that piece, but additionally have a private connection to extra interactive content material they usually need to have interaction through a carousel. You should utilize instruments like Canva to have the ability to do that, and it’s an incredible software that I strongly advocate that you just take a look at.

Electronic mail content material. All these outdated weblog posts, loads of manufacturers make the error of urgent publish on these items, after which, they only name it a day. They do not go anyplace. You may have people who find themselves at the moment in your web site most likely downloading issues, signing up for issues. Use your e mail sequences to reshare these outdated weblog posts that you just created which can be so essential to you. As a result of by doing that, you are capable of join with people who find themselves assembly you and interacting with you for the very first time. And you may deliver that outdated content material, particularly if it is a one-hit surprise, and convey it again to life to your viewers to like, care about, and see once more.

The right way to deliver your video content material again to life

Now, one other kind of asset is video content material. When you’ve got weblog posts, in case you have e-books, in case you have content material that you’ve got developed from the textual content lens, why do not you are taking that very same textual content and switch it right into a script? Flip it right into a script that you could learn on digital camera. Flip it right into a script that’s price studying, price speaking about, and in case you are personally not like in the entire concept of desirous to be on digital camera and that sort of weirds you out, then as a substitute, possibly you do a faceless video the place it is simply your audio with animations within the background. However video content material is an incredible play so that you can repurpose, repackage a few of these outdated textual content items that you just developed after which deliver them again to life.

What do you assume the second hottest search engine on this planet is? It is YouTube. YouTube goes to provide the skill to now take these weblog posts that you just created, that you just hoped would rank in Google, and now rank within the second hottest search engine on this planet. And it simply so occurs that Google owns YouTube, so eh, you’ll be able to win on each websites. That’s the play. Now, that is textual content content material. Whenever you get that video asset created, when you create it and also you develop it, now you are right into a trifecta of state of affairs. As a result of now you can take that video content material that you just developed and you may flip it into a complete bunch of latest content material as effectively.

What do I imply? In order that video content material asset that you just simply created, a brand new video, new script that you just simply recorded, it is superb. Take the audio file, extract it out of the video, and begin to add that factor to Apple Podcasts, add it to Spotify, add it to the entire numerous podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra folks hear the audio that was in your video on these completely different channels.

Now, you now have two completely different belongings. You may have a podcast episode. You may have that, and you’ve got the video. Take these belongings and embed them into weblog posts that you’ve produced. That very same weblog put up that you just wrote a number of years in the past, replace the dates, add new data, and now embed both the YouTube video that you just created or the podcast audio that you just created straight into that piece. And now, you have got a extra interactive expertise for the consumer and the reader who’s consuming that content material, proper? Then, as soon as you have performed that, you ought to be taking a look at pages in your web site which can be already rating excessive.

When you’ve got items of content material which can be rating effectively, which can be producing natural visitors, take these video belongings, take these podcasts, embed them in these items so these items get extra attain, get extra eyeballs. And it finally will affect your rating within the Spotifys, within the Apples, and in YouTube itself.

Now, when you’ve acquired video content material and you’re ranging from floor zero with video, for example you didn’t embrace the concept of going from textual content to video, you simply occur to have video content material, as a result of over time, once more, previous to it being set on hearth with identical to no outcomes, you had been investing in YouTube. For instance you had been investing in webinars. Lots of manufacturers create webinars. They put them behind a gate. They get a bunch of signups after which, they by no means truly use them once more. Take these video belongings that you’ve got created and run this very same playbook, people. Run the very same playbook. Take these outdated webinars, flip them into podcasts, begin embedding them into weblog posts, or write long-form content material based mostly off of the fabric inside that video. Take that, an export of the transcript from the video that you just simply created or that you just created years in the past, and begin to transcribe it. Rewrite all of that into content material in a means that’s human, pleasant, folks would love, folks would adore, and get them to devour it.

Then, the subsequent factor you wanna do is begin chopping up that video. You wanna search for key moments throughout the video that you just developed years in the past, or principally, proper off of that textual content, you wanna take sure clips from that and begin to repackage and repurpose them. Determine a number of key moments the place you are saying one thing particular, saying one thing impactful and essential, after which clip it after which begin sharing that on social. And the entire cycle begins once more.

The right way to deliver your audio content material again to life

Now, one other kind of content material that comes out of this that we talked about was podcasts, audio content material. Take clips of these audio, these components of your video, and begin to chop them up into audiograms. An audiogram is basically a visible that reveals the voice wave. So once more, when you’re not any individual who likes to be on digital camera, it is an amazing different. And begin distributing these on social. Share them on all your platforms. Share them out, hashtag, let folks devour them, have interaction. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.

Of us, that is the playbook you could apply to those items of content material that you just invested a lot time and power into. And when you can, run by way of these sequences and convey them again to life, replace them, enhance them, and begin to repurpose them.

Achieve higher return on funding, enhance your model authority, and skyrocket

It is possible for you to to see new ROI, new income, new outcomes from content material that you just created many years in the past. And while you begin to see this, you are finally going to begin to see a rise within the quantity of individuals speaking about your model. You are gonna see a rise within the quantity of individuals desirous about shopping for your answer, your product, your service, no matter it could be. And from this, by having a content material engine that does not let content material simply acquire mud and get on hearth, you are additionally gonna have the flexibility to extend your BA.

Your model authority out there goes to have the flexibility to begin to rise, proper? That’s the final aim. You need to enhance your model authority, as a result of if you are able to do that, then you’re finally going to have internet new leads, internet new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that each one of us needs to be taking part in. And while you do this, you are gonna basically set your self up as a rocket ship. You are gonna be heading to the Moon. You might be not going to be attempting to seize scraps, and you’ll not be within the rat race of all the time attempting to determine what content material you must create subsequent. As a result of the content material that you ought to be optimizing, the content material that you ought to be producing has already most likely been created.

The following step is straightforward: return, do an audit, establish your one-hit wonders, establish the depreciating ROI belongings that you just invested in earlier than, establish the important thing messages that you just wanna reiterate to your viewers. And after you have these, begin to run them by way of this engine and provides your content material new life. I am Ross Simmonds. Thanks a lot for testing my “Whiteboard Friday.” I hope you loved it and I’ll see you on the web.