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Content material repurposing is the observe of reusing all or components of your present content material. This normally entails altering up the format, e.g., from a weblog put up to a video.
On this put up, you’ll discover ways to repurpose your present content material in numerous methods.
Repurposing content material means that you can attain extra folks with out having to create new content material from scratch.
For instance, our SEO checklist presently will get an estimated 800 month-to-month search visits:
However we repurposed it right into a video a number of years in the past, and it has since generated over 230,000 views on YouTube:
Content material repurposing requires work. It’s not a one-to-one conversion—you’ll seemingly need to do some rewriting or modifying in order that the content material suits the brand new format and platform.
So once you see somebody like Gary Vaynerchuk expertly repurposing his content material throughout all platforms, do not forget that he has a crew. When you’re doing it alone, you received’t have the ability to repurpose each single piece of content material.
It’s good to prioritize.
One of the simplest ways to do that is to repurpose content material that targets evergreen matters.
Evergreen topics are matters with constant curiosity and search demand over time. Listed here are some examples of evergreen matters:
- Find out how to reduce weight – Since time immemorial, folks have all the time been desirous about dropping pounds.
- Find out how to tie a tie – As long as distant work just isn’t the norm and formal apparel is required, folks will wish to know the way to tie a tie.
- Soccer scores – Followers will all the time be desirous about understanding the scores of the newest sport.
How are you aware in case your content material is focusing on a subject that’s evergreen? To search out out, enter the subject into Ahrefs’ Keywords Explorer and test the traits graph.
For instance, you may see that “digital advertising” is on the rise:
Whereas, as a result of crypto winter, the subject “nft” is on the steep decline:
Check out these repurposing concepts on your present content material:
1. Flip your movies into weblog posts
Our video on internet affiliate marketing for novices has acquired >290,000 views:
We then turned it right into a blog post, and it presently receives an estimated 38,000 month-to-month search visits:
Right here’s the way to discover matters it’s best to repurpose:
- Go to Ahrefs’ Keywords Explorer
- Enter one or a couple of related key phrases
- Go to the Matching phrases report
Eyeball the report and see if there are any matters that match an present weblog put up you have.
2. Flip your weblog posts into movies
We do that typically at Ahrefs. SEO checklist is one instance. We additionally repurposed our blog post on influencer marketing right into a video:
To search out out what it’s best to repurpose, seek for your subject on YouTube and see if the top-ranking movies have views. For instance, if we seek for “construct backlinks,” we are able to see that they get tons of views:
If we have now an present put up on this subject, we are able to repurpose it right into a video.
3. Repurpose your movies right into a course
Your content material is probably going printed chronologically. Sadly, that’s not a great solution to eat content material.
So why not set up content material items in a logical order and switch them right into a course?
For instance, our “How to use Ahrefs” course is made up of in-app tutorials that exist already inside our stories.
How are you aware what programs to create? Right here’s how:
- Go to Ahrefs’ Keywords Explorer
- Enter a couple of related key phrases (e.g., website positioning, advertising, and many others)
- Go to the Matching phrases report
- Within the Embrace field, enter phrases like “course,” “academy,” “coaching,” and many others
- Select Any phrase
Look by the report and see if there are any programs you may create by repurposing your content material.
4. Sew the person course movies into one lengthy video
A couple of years in the past, we launched every lesson from our SEO training course one by one.
Afterward, we stitched the entire movies into a protracted (~two hours) video:
As you may see, not solely did we obtain views for every particular person video, however the mixed video has additionally acquired ~1.8 million views!
We’ve since completed that for a number of different programs, and so they’ve all completed effectively.
5. Flip your weblog posts right into a ebook
What’s the written model of a web based course? A ebook!
You may compile and set up your weblog posts and switch them right into a ebook. This may reside in your web site as an e book or you may go huge and publish it as a hardback/paperback.
That is precisely what we did. We turned the content material from our beginner’s guide to SEO right into a hardcover book:
Publishing a ebook means you’ll need to put it up for sale. A technique is to run a giveaway, like what we did:
You too can discover websites that collate lists of the most effective books in your area of interest and get your ebook talked about. Right here’s the way to discover these websites:
- Go to Ahrefs’ Content Explorer
- Seek for “finest [topic] books”
- Set the Reside/Damaged filter to Reside solely
- Test One web page per area
- Kind the outcomes by Web page site visitors to prioritize your efforts
Undergo the listing and see in case your ebook is an effective match for any of those pages.
6. Flip your movies into a number of short-form movies
Quick-form movies are an in-demand format. So you probably have an present video, it is sensible to divide and switch it into a number of shorter ones.
You may then republish them on many various platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, and extra.
For instance, this 1½ minute video on Twitter was initially a part of a YouTube video:
7. Flip your weblog posts into visitor posts
A few of our weblog posts are so complete that they every span a couple of chapters:
And every chapter could be a put up on its personal.
So right here’s an thought: Why not flip every of those chapters right into a visitor put up? It’s environment friendly, plus you may get extra publicity, referral site visitors, and a hyperlink again to your personal web site.
We name this the “Splintering Method”:
- Write an unbelievable, detailed piece of content material on your weblog
- Break it into “splinters” and submit each as a visitor article to a different weblog
Once you’ve “splintered” your content material, right here’s how yow will discover websites to pitch to:
- Go to Ahrefs’ Content 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 reside
- Toggle Filter express outcomes on
- Test One web page per area, Exclude subdomains, Exclude homepages
Since these websites cowl matters just like yours, they’re more likely to settle for your visitor put up pitch. Find the website owner’s or editor’s email, attain out, and pitch them your matters.
8. Flip your weblog put up or e-newsletter into Twitter threads
Each time we publish a put up, we encourage every particular person writer to repurpose their content material right into a Twitter thread.
You may flip your entire weblog put up or components of it right into a thread. For instance, this thread is from a bit of our weblog put up on website structure:
9. Flip present content material into Quora solutions
A couple of years in the past, I began actively answering questions on Quora. Within the course of, I’ve gained over 2 million views.
Most of my solutions weren’t generated from scratch. As an alternative, I repurposed them from our present content material.
How do you discover the appropriate inquiries to reply? Right here’s how:
- Go to Quora
- Click on your profile and go to Advertisements Supervisor
- Click on New marketing campaign
- Ignore every little thing and click on Proceed
- Underneath Contextual, click on the Questions tab
- Click on Bulk Add
Then, add your subject of selection (e.g., website positioning) and click on “Proceed.” You’ll see a bunch of questions and their weekly views:
Select these that you could repurpose content material for and reply them.
10. Flip your content material into Reddit posts
Entrepreneurs are inclined to skip out on Reddit due to the group’s hatred for something promotional.
However Reddit wants content material to thrive. Which suggests entrepreneurs are welcome, as long as the content material they put up is useful and helpful.
A technique to do that is to publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your put up do you permit a hyperlink again to your unique piece of content material.
That is what Tim Soulo, our chief advertising officer, does:
With 77 upvotes and optimistic suggestions, it was effectively acquired.
11. Reuse bits and items of your present content material as social media posts
At Ahrefs, we create customized pictures for example ideas for our written content material. Not surprisingly, we additionally repurpose them on our social media accounts:
Undergo your content material. Every tip, thought, answer, lesson, customized picture, or takeaway in your content material will be extracted and reused as a standalone put up on social media.
12. Flip your convention slide decks into SlideShare decks
Creating slides for a convention is not any stroll within the park. So it’d be a pity if nobody else might view your presentation anymore as soon as your session was over.
That’s why we add all our slide decks on SlideShare:
Moreover the convention attendees, we are able to get a whole bunch (and even 1000’s) extra views on our convention slide decks.
13. Add podcast episodes as YouTube movies
Your podcast could also be in audio format, however that doesn’t imply it could possibly’t work on YouTube. In truth, earlier than he moved to video podcasts, Tim Ferriss used to add his audio-only podcast episodes on YouTube:
It received him 1000’s of extra listens.
Searching for profitable examples of how firms have completed content material repurposing? Listed here are three to be impressed by:
1. Ahrefs
All through the put up, I’ve included loads of examples of how we’ve approached content material repurposing at Ahrefs. And the rationale why I shared so many examples is that content material repurposing is a part of our modus operandi.
We stroll the speak.
So regardless that we have now separate content material groups for our weblog, YouTube channel, and socials, content material repurposing is a part of our course of:
- When Sam Oh, our head of video content material, wants to write down a script for a video, he checks our weblog to see if there may be content material he can reuse.
- When the weblog crew creates outlines, we test the YouTube channel for content material to repurpose (for instance, I created my post on holiday SEO based mostly on Sam’s video).
- Each Twitter thread or long-form LinkedIn put up is repurposed from our movies and weblog posts (learn this post on our Twitter strategy to see how we do it).
2. Sahil Bloom
Sahil Bloom is a content creator and investor. Right here’s an instance of how he repurposes his content material:
- He creates a podcast episode for his chosen subject (“Find out how to Get Out of a Rut”). That is distributed to the main podcast platforms (e.g., Apple Podcasts, Google Podcasts, Spotify).
- He then turns the script right into a newsletter for his subscribers, and that’s additionally printed on his web site as a weblog put up.
- That is afterward become a Twitter thread.
- He then turns it right into a long-form LinkedIn post.
One other instance: Sahil first received a variety of consideration from his thread on the Feynman Method.
Have a look at how he has made essentially the most of that piece of content material:
- He republished the thread on his Substack.
- He turned it into a number of new tweets and threads, approaching them from barely totally different angles.
- He additionally republished them on his LinkedIn and his newsletter.
- He then added visible components and turned that right into a new thread.
- That is then republished on Instagram.
With only one piece of content material, he has seemingly received 6X–7X of the worth.
3. Pink Bull
Pink Bull sells power drinks. However it’s additionally a content material advertising machine. It has a complete media arm—Pink Bull Media Home—devoted to producing content material for TV, YouTube, music, movies, print, and extra.
These media properties are shared throughout all Pink Bull verticals—Pink Bull itself, Pink Bull [Country], Pink Bull BC One (breakdancing), Pink Bull Skateboarding, Pink Bull Gaming, Pink Bull Racing, and many others.
As a result of it owns the content material and has groups behind it, its repurposing technique is extremely refined. It’s not merely doing one-to-one reposting and republishing, just like the examples above. Quite, it’s mixing footage out and in of various movies, compilations, reels, TikToks, and extra.
For instance, the occasion footage for Pink Bull BC One—a prestigious occasion for breaking—culminates in a number of compilation movies like this, this, and that.
Remaining ideas
Repurposing shouldn’t be an afterthought—as a substitute, it must be baked into the creation course of. Meaning interested by the way you wish to repurpose your content material earlier than you create it.
In that means, your repurposed content material will be launched collectively along with your printed content material and assist distribute it additional.
Any questions or feedback about content material repurposing? Let me know on Twitter.
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