Repurpose content

By now, you already know that you don’t have to let your content just sit there in the back alley of your Content Management System.

Some of your blog posts will do well in search engines and you are likely to find that roughly 20% of your content is responsible for 80% of all the incoming search-referred traffic to your blog or website (we just used the 80/20 principle).

The rest of your content, however, doesn’t have to go to waste. There are ways to make sure that the other 80% of your content also works hard to get you traffic. It’s like sending a bruised battalion of soldiers back into war (after a sufficient rest period).

The secret to making sure all of your content works for you is to repurpose it. Repurposing content is fast, easy, and enables you to produce content without even thinking much about it (since all the thinking and research already went into producing that content in the first place).

Repurpose content

Here are the types of content you could create for maximum impact (we are about to ignore any kind of work that’ll take time and efforts but doesn’t provide much in return):

Repurpose content: Blog posts to videos

You’ve been publishing blog posts for a while now, and it’s those blog posts that are bringing in all the traffic to your website so far. That’s awesome!

If there’s only one kind of content repurposing you should be doing, it’s this: Start by taking the best performing blog posts and convert them into videos (of any kind). After you run out of inventory, choose the lesser performing blog posts (choose multiple posts on the same topic) and start creating videos based on those (the blog posts might even supplement your video scripts).

Using Lumen5, you can also accelerate this process semi-automatically. Lumen takes your blog posts (each time you publish) and deploys artificial intelligence to convert your blog posts into videos.

It’ll help if you take time to edit, arrange your content properly and use these videos as additional content.

Use standalone videos on your own site using Wistia or distribute videos on YouTube.

Curate content and then some

You could use Curately to quickly research, manage, and create curated content to help add momentum to your content marketing strategy. Using Curately makes content curation simple, straightforward, and easy.

Content curation doesn’t mean you’d always have to go and find new content.

You could string together multiple old blog posts (with a new context or direction, maybe?) and create a new series of curated content as a refresher. Or you could create mini-courses by arranging your old blog posts into a meaningful sequence so as to educate your customers.

You can distribute these pieces of curated content just as you’d distribute your regular content (such as blog posts) — on social media, through email, and even through messenger bots.

Repurpose content: Blog posts to slide decks

SlideShare, for instance, has over 80 million users, according to Craig Smith, from expandedramblings. More than 17% of B2B marketers already use SlideShare for marketing purposes. Slide decks on SlideShare make for a completely visual experience allowing you to distribute content as over 40% of marketers worldwide already do.

SlideShare also has direct lead generation tools (straight off of your slide decks that are published, distributed, and shared) giving you an additional influx of leads from your content marketing efforts.

Pick your list type blog posts or other comprehensive blog posts and turn them into slide decks and presentations so that you can upload them to SlideShare and get some more back for your content.

Repurpose content: Blog posts to infographics

Infographics haven’t gone out of style nor did they fall out of favor. If you had to create infographics from scratch, that’d be full-time work (which only means additional time and resources for your business).

Infographics make for amazing content for generating backlinks, for getting traffic, and for making a huge impact for your content marketing strategy, while you can still create fresh, original, and unique infographics for your business.

While you can do that, there’s also an easier way to produce infographics way faster if you were to use your older blog posts within a category.

Pick a category within your blog; you’d have already published a few blog posts complete with statistics and research. Use a tool that can help you make notes (Zoho notes, Evernote, etc.) and go through your old blog posts to pick on statistics, information, or insights that you can help narrate a cohesive story using an Infographic from the content you already have.

These content curation and repurposing strategies are the best out there and provide maximum outreach (and hence results) for your business. You could try everything else but not without trying these out for a specific period of time first.

How do you repurpose your content? What are platforms and distribution sources you use? Tell us about your experiences.