Repurposing Content (And Dog Toys!)
There are many ways to repurpose content, and it’s an important strategy for getting the most out of every piece of content you make the effort to create. Learn a couple of easy ways to repurpose content in this blog (I connected it to something I do with my dog toys – and who doesn’t want a glimpse of my handsome dog Max?)
Repurposing content is one of my favorite parts of content marketing. After putting the effort into creating content you want it to work for you! The great thing about recycling content is you can reach new audiences with the same pieces of content in a new format. Plus it can help you to create consistent content when you’re stuck in a rut.
Take a moment to watch the video to see one way you can repurpose your previous content effectively. In the video we discuss:
0:23 – Repurposing content and how it can benefit you and your business.
0:58 – How you can repurpose content by combining pieces of your existing content.
1:11 – I use my fun dog toy analogy (this can be applied to so many things!)
1:41 – How you can change smaller pieces of nurturing content into a larger catalyst piece of content.
2:31 – You’ve already spent time creating content – make it work double time for you by recycling it.
2:57 – Max’s YouTube debut!
Once you’ve spent time creating your content you don’t need to drop it after a single use! Some things are too good and too important to use then forget about. Switch them up, redesign or give a twist to your content so you can reuse it time and time again while having an impact.
In the video I talk about how my dog Max has so many toys that he’s lost interest in – but when I create a new toy (made from the unused toys) Max is suddenly interested! You can do this to your existing content to excite your customers – recycling past content into a new format can even capture the attention of new customers.
Its not a great strategy to keep showing your customers the same content in the same format over and over. The last thing you want is for your customer to look at your content and think they’ve seen it all before!
While there are many ways to repurpose content, one of the easiest ways is to turn nurturing content into catalyst content. Remember the dog toy analogy – you can merge a few small pieces of nurturing content into a new piece of catalyst content. By doing this you create a new funnel for customers!
Part of this process involves changing the format of the content, like I mention in the video. Say you have a handful of blog articles, when you add an introduction and a few transitions this becomes an ebook! You could compile videos to create training content. The possibilities are endless! Reviving your ‘dead’ content is so simple. And in return you get some brand new content for your business.
One major benefit of repurposing content is that it makes content so much easier to develop. It saves time and makes your marketing efforts more efficient. In other words: you don’t need to write every post, shoot every video and design each piece of content from scratch. Instead you can use something you have already spent time creating and use it as a basis for your webinars, downloads, and other resources.
Remember – even when you’re repurposing content, be creative! Sometimes looking at what you have and thinking about how you could repackage it is a great way to get your creative juices going. What themes jump out at you? How could you use what you have to create what you need next?
There are so many opportunities when it comes to repurposing your content. There is a whole chapter on the subject with more ideas and ways to repurpose content in my book Content That Dances. If you need some help creating, strategizing or repurposing your content, please don’t hesitate to contact me.