How to turn one idea into 5+ pieces of content.
A lot of time and energy is invested in creating meaningful content. Whether you’re working on a well-written article, filming an entertaining video, or recording an insightful podcast episode, it’s easy to spend hours on just one task. Then, when it’s time to hit publish, you’re back to square one, deciding on the next great piece of content to share with your audience. This seemingly never-ending cycle can leave you feeling discouraged and soon enough you may realize you’ve lost consistency or your level of quality has taken a hit. To help with this, one of the best tactics you can implement into your content strategy is repurposing.
Repurposing helps you deliver quality content consistently so that you can spend less time thinking and more time creating. It’s the act of reusing quality content to expand your reach by populating several of your channels at the same time. Try turning one piece of content into five or more.
Here’s how it works…
Because it’s one of the most complex pieces of content to produce, we’ll use video as our example. Say you have a great YouTube video that generates a ton of buzz. Wouldn’t it be great to use that content for other platforms, expanding your reach and minimizing your workload at the same time? Repurposing your content can do just that. Think of it as repackaging your video so that it can do double duty. Before we break it down into the specific forms of content you can create out of your video, you’ll first want to extract the audio from your video and transcribe it. Then you’ll have written, video, and audio content and from there, you can take that one YouTube video and turn it into:
1. Social media posts
Video content is only becoming more popular on social media channels. You could share your YouTube video by uploading your full video to Facebook, sharing still shots and clips to Instagram, or uploading teasers to your Facebook and Instagram story.
2. A newsletter
Email marketing is a very effective marketing channel and to leverage its potential, you need to keep delivering useful content. One way to do this is by repurposing other content. Video is great to share on your email newsletter and offers you not just one newsletter but a sequence of newsletters if you decide to split your video up.
3. A blog post
Video can add value to your blog, but some people still prefer written content. By uploading your video to a blog post you give them the option to view your content or read it. This will also provide you SEO benefits.
4. A podcast
More people are now turning to audio sources because it gives them the freedom to be working on other things at the same time. They may be working on housework, exercising, or driving their car, and by providing an audio option to your video you’re still able to share your great content while reaching a larger audience.
5. Valuable ads
Using your video clips is a great way to add extra value to your paid social advertising. It may take a bit of tweaking before you upload, but they make for top-performing ads, especially when used in retargeting campaigns.
Produce content with repurposing in mind.
Repurposing content sounds easy enough, but the execution can get a bit tricky. To help with this, produce content with repurposing in mind. Another helpful tip is to remember to space your content out. If you have the same followers on multiple channels, you don’t want to bombard them with the same content in one sitting. Schedule your content over a few weeks and alternate the type of content you’re sharing.