Making good content material is hard. It’s important to make investments a ton of time, effort, and sources.
However for those who repurpose it, you may make it go the additional mile.
Content material repurposing is the follow of reusing all or components of current content material. This normally entails altering the format, comparable to from a weblog submit to a video.
For instance, we turned this video on vacation website positioning right into a weblog submit.
There are two primary causes:
- Attain extra individuals. Individuals who like movies received’t devour your content material if it’s a weblog submit. However repurpose it as a video and so they may.
- Lower your expenses. Making new content material is pricey. Repurposing your current content material requires fewer sources and is less expensive.
Comply with this course of:
1. Embrace the ‘zero-click’ mindset
If you consider it, content material repurposing is a type of content material distribution. You’re taking bits and items of your current content material and dispersing them on different channels.
However right here’s the place many individuals journey up. Most entrepreneurs’ idea of content material promotion is to drive clicks. So, they count on that content material repurposing will do the identical.
Doing this can be a disservice to your repurposing efforts.
Irrespective of the kind of content material you produce, they’re in the end vessels in service of a bigger purpose: sharing an necessary concept. For us, that concept is that Ahrefs is the best-in-class website positioning instrument. So, it doesn’t matter which format we use or whether or not we get the click on.
So long as the thought is lodged within the brains of our audience, the job is completed. That’s why we’re comfortable to make zero-click content material—content material that gives beneficial, standalone insights with out the necessity to click on.
Our model can be top-of-mind for anybody who encounters us on a number of channels and acquire worth from our content material. It doesn’t matter whether or not they clicked by. Finally, when it comes time to buy, we’ll probably be their number-one selection.
If you need your content material repurposing efforts to go properly, that you must embrace zero-click content material.
2. Discover your best-performing content material
It’s virtually unimaginable to repurpose each single piece of content material.—particularly for those who’re going at it alone. So, you need to prioritize.
One of the simplest ways to do that is to concentrate on content material that’s already performing properly.
Whereas there is no such thing as a assure that content material performing properly in a single channel will carry out properly in one other, it is a sign that there are people who find themselves searching for the matter.
Discovering content material that’s performing properly will depend on the first kind of content material you’re producing. For instance, for those who’re creating weblog posts, you then’ll need to use a instrument like Google Analytics to see which articles have been getting probably the most site visitors. You are able to do this by going to Engagement > Pages and screens.
In case your main content material kind is movies, then chances are you’ll need to take a look at your most-viewed movies on YouTube:
3. Begin with channels which are comparable
It’s best to begin by repurposing your content material into codecs which are most much like your main kind of content material. For instance, in case your main content material kind is weblog posts, you must concentrate on text-based codecs, like X (previously Twitter) and LinkedIn.
I like to recommend this as a result of content material repurposing takes effort. Many entrepreneurs wish to recommend content material repurposing as an ‘simple’ tactic, however that’s not true. Somebody like Gary Vaynerchuk can repurpose at scale as a result of he has a devoted staff.
So, whereas there are easy instances (e.g., reposting your whole article on X), know that the majority repurposing is just not one-to-one.
For instance, say you need to flip a weblog submit right into a video. Even when the weblog submit content material may be tailored into the video script, you’ll nonetheless have to storyboard, file, and edit. That’s plenty of work.
That’s why I recommend beginning your content material repurposing journey with comparable channels. (Simply ensure your audience is there.)
Since I write for the Ahrefs weblog, I primarily repurpose my content material on LinkedIn and X. Right here’s an instance the place I repurposed one of many use instances from my article on find out how to use each ChatGPT and Ahrefs:
It did tremendous properly, producing >25,000 impressions:
4. Adapt your content material for every channel
Each platform has a most popular format, distinctive tradition, and its personal algorithm. So, don’t submit the identical issues all over the place and count on it to be a 100% hit.
For instance, our Chief Advertising and marketing Officer (CMO) Tim Soulo discovered that he acquired differing outcomes when he posted the identical factor on LinkedIn and X:
You need to adapt your content material for every channel you’re posting in.
For instance, say you need to repurpose your YouTube video right into a weblog submit. You’ll be able to’t simply publish your script verbatim. You’d need to optimize the weblog submit for a goal channel, probably Google search.
To do that, that you must ensure the article is focusing on a subject persons are trying to find. For instance, our video on affiliate internet marketing did properly on YouTube. So, I needed to repurpose it right into a weblog submit. To do this, I looked for “affiliate internet marketing” in Key phrases Explorer to see if there was search quantity.
Subsequent, I need to study why persons are trying to find “affiliate internet marketing” on Google so we will present them with a related weblog submit that solutions every part they’re searching for. I did this by scrolling all the way down to the SERP Overview and clicking Determine intents.
This tells us that individuals trying to find “affiliate internet marketing” on Google want to perceive what affiliate internet marketing is and find out how to begin affiliate internet marketing. We’d need to reformat our script to one thing like a newbie’s information, masking the definitions and steps on find out how to begin.
To make our article as complete as attainable, we will click on on the highest three rating pages, click on on Open in, and select Content material hole:
This opens up the Content material hole report, which reveals you the frequent key phrases these three pages rank for. A few of them can be subtopics you must cowl in your article.
For instance, trying by this report, we see potential subtopics like:
- What’s affiliate internet marketing
- The way to do affiliate internet marketing
- How does affiliate internet marketing work
- How a lot does affiliate internet marketing make
All of those made it into my repurposed weblog submit:
In the present day, my article will get round 8,800 month-to-month visits from Google:
Listed below are some concepts to kick you off in your content material repurposing journey:
1. Flip movies into weblog posts
Moreover affiliate internet marketing, we’ve additionally turned many movies from our YouTube channel into weblog posts:
I repurposed the affiliate internet marketing video again within the good previous days, so I didn’t have any entry to AI. However right this moment, you may make the method faster with ChatGPT. For instance, right here’s the immediate I gave:
I’m going to present you a video script about affiliate internet marketing. Please flip it right into a weblog submit with these subheadings:
- What’s affiliate internet marketing
- Why do you have to do affiliate internet marketing
- How does affiliate internet marketing work
- How a lot cash do affiliate entrepreneurs make
- Getting began with affiliate internet marketing
- Internet affiliate marketing instruments
Right here’s the script:
*script*
Right here’s what ChatGPT generated:
Not adequate for a publishable weblog submit (imo), but it surely’s sufficient as an overview so that you can fill within the gaps.
2. Flip weblog posts into movies
The reverse additionally works: We’ve repurposed lots of our weblog posts into movies.
I attempted utilizing ChatGPT for this use case, and it even gave me the photographs and voiceover I wanted for the video:
This isn’t sufficient if you wish to make a talking-head video or perhaps a video that’s wonderful, but it surely may very well be one thing to work off on.
3. Flip movies right into a course
Content material is usually printed chronologically. Sadly, it’s not a really perfect technique to devour content material. So, why not arrange these movies in a logical order and switch them right into a course?
For instance, our content material advertising and marketing course is solely a set of YouTube movies we’ve printed in regards to the matter:
Be sure these programs have demand by coming into your goal key phrase into Key phrases Explorer and filtering for phrases like “programs”, “coaching”, and many others.
4. Flip particular person movies into one lengthy video
A number of years in the past, we launched every lesson from our website positioning coaching course one by one.
Afterward, we stitched the entire movies into a protracted (~two hours) video:
Not solely did we get views for every video, however the mixed video additionally acquired 2.6 million views!
We’ve since finished that for a number of different programs, and so they’ve all finished properly.
5. Flip weblog posts right into a ebook
What’s the written model of a web-based course? Duh, a ebook.
You’ll be able to compile and arrange your weblog posts and switch them right into a ebook. This will stay in your website as an e book, or go large and publish it as a hardback/paperback.
We determined to go large (or go house) and turned our newbie’s information to website positioning right into a superbly designed hardcover:
6. Flip movies into a number of short-form movies
When you’re producing movies, you may extract the very best moments that can resonate along with your audience and switch them into short-form movies. These can then be printed on a number of platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, Fb, and extra.
For instance, Slidebean made a video about Elon Musk. They turned a number of key moments into YouTube shorts:
This quick was additionally republished on Instagram and Fb.
You should use YouTube’s built-in instrument to create Shorts. Go to the YouTube app, select your video, click on Remix, then Edit right into a Quick.
Different instruments to do that embody Descript and inShot.
7. Flip weblog posts into visitor posts
A few of our weblog posts are so complete they span chapters:
Every chapter may very well be a submit by itself. So, why not flip them into visitor posts?
We name this the “Splintering Approach”:
- Write an unimaginable, detailed piece of content material in your weblog
- Break it into “splinters” and submit every one as a visitor article to a different weblog
Right here’s find out how to discover websites to pitch to:
- Go to Ahrefs’ Content material Explorer
- Seek for phrases related to your area of interest (e.g., keto)
- Set Language filter to English (or language you write in)
- Set Reside/Damaged filter to Solely stay
- Toggle Filter specific outcomes on
- Examine One web page per area, Exclude subdomains, Exclude homepages
Since these websites cowl matters much like yours, they’re prone to settle for your visitor submit pitch. Discover the web site proprietor’s or editor’s e mail, attain out, and pitch them your matters.
8. Flip weblog posts or movies into social media posts
Every tip, concept, use case, resolution, lesson, takeaway, and customized picture in your content material may be extracted and repurposed as a standalone submit on social media.
Right here’s an instance the place I posted one in all my classes from writing 100 weblog posts for Ahrefs.
Right here, I merely reposted one in all our customized photographs:
What I like about doing this recurrently is you can collect concepts from the group and replace your posts sooner or later. For instance, I posted all of the errors from my website positioning errors submit and requested if I missed something.
The feedback gave me a lot of errors that I may embody within the submit after I replace it subsequent time.
9. Flip weblog posts into Reddit posts
Entrepreneurs are likely to keep away from Reddit due to the group’s hatred for something promotional.
However Reddit wants content material to thrive. As long as your content material is useful, you’re welcome to the entrance web page of the Web.
To do that, publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your submit do you allow a hyperlink again to your authentic piece of content material.
Right here’s an instance of how Tim does it:
Closing ideas
Have a look at this masterclass in content material repurposing:
- Sahil Bloom creates a podcast episode for his chosen matter (“The way to Get Out of a Rut”) and distributes it to the foremost podcast platforms (e.g., Apple Podcasts, Spotify).
- He then turns the script right into a e-newsletter for his subscribers and publishes it on his web site as a weblog submit.
- The submit is was a X (Twitter) thread.
- Afterward, he turns it right into a long-form LinkedIn submit.
Simply since you’ve printed one thing doesn’t imply everybody has seen it. Make your content material go the additional mile by reusing, repurposing, and reformatting it for a number of platforms so extra individuals can view your content material.
