Is your selling squad overwhelmed by the changeless request for fresh, engaging content? Too galore businesses look this aforesaid issue: the unit to nutrient high-quality contented consistently and astatine scale. It gets adjacent much frustrating erstwhile you recognize your contented isn’t reaching arsenic galore radical arsenic you’d similar contempt your champion efforts. 

In different words, you’re investing time, resources and vigor into creating content, but it’s inactive not getting the visibility it deserves. If this sounds familiar, naturally, you privation a mode to summation the scope of your contented and prevention clip successful the contented accumulation process without pumping retired a clump of generic, unoriginal content. 

Enter the satellite of contented repurposing.

What is contented repurposing?

Content repurposing is the process of taking a azygous portion of contented and adapting it for usage successful aggregate formats and channels. It’s a mode to maximize the worth of your content, scope wider audiences and get much bang for your buck. 

Instead of penning each post, shooting each video and plotting each caller publication and societal station from scratch, you tin usage a portion of existing contented arsenic the ground for a full batch of caller content.

Before we determination on, let’s clarify thing first. There’s contented repurposing and past the processes and automation that marque this imaginable – which blends implicit into different areas successful the selling and income ops broadside of things. We’ll get to that a spot aboriginal successful the article. 

To assistance you ideate what this mightiness look like, present are conscionable a fewer types of contented you whitethorn beryllium creating and rather a fewer much you astir apt haven’t touched:

• Videos
• Podcasts
• Webinars
• Infographics and visuals
• Social media posts
• Emails
• Ebooks
• PDF guides
• Quizzes
• Tools
• Checklists
• Courses
• Slide decks and presentations
• And yes, blogs

With my team, I really notation to this arsenic contented multiplication due to the fact that “repurposing” oregon “recycling” makes it dependable similar your caller contented tin beryllium lazy oregon low-quality. 

This should ne'er beryllium the case. To debar being sticklers, though, we’ll usage these presumption interchangeably.

Benefits of repurposing content

In a satellite wherever the anticipation is to propulsion retired contented astatine a regular clip, it’s captious to recognize the gains successful repurposing effectively, arsenic you’ll apt person to get your squad connected committee with this concept. 

Here are the apical 5 benefits to highlight: 

• Highly efficient. Massively summation your content marketing efforts with a fraction of the clip and labor, reducing research, SEO and brainstorming time.
• Enhanced marque awareness. Reach caller audiences who similar antithetic contented formats, expanding your brand’s visibility.
• Increased traffic. Create much opportunities to thrust postulation to cardinal landing pages, boosting your income pipeline and revenue.
• Improved manufacture relationships. Enhance your quality to physique relationships wrong your manufacture done diversified content.
• Established authority. Cement your brand’s presumption arsenic an manufacture authorization by providing invaluable contented crossed assorted platforms.

While contented multiplication makes scaling contented accumulation overmuch easier and faster, you can’t conscionable people a podcast transcript and telephone it a blog post. As referenced successful a erstwhile MarTech article, buyers privation to beryllium well-informed – which is what contented does. It’s not contented for the involvement of content. 

And a podcast transcript is seldom (if ever) that absorbing oregon adjuvant to work for your audience. So, each repurposed portion of contented indispensable person a intent and a plan. In different words, to win astatine reusing your content, you request to person a system.

What is simply a contented repurposing system?

A contented repurposing strategy (also referred to arsenic a “content repurposing workflow” oregon a “content repurposing framework”) is simply a structured attack to adapting a azygous portion of contented for usage successful aggregate formats and channels. It’s a strategical mode to get much worth from your contented and maximize its scope and impact.

A contented repurposing strategy has immoderate basal overarching steps:

Selecting the close content

Choose high-performing, adaptable and comparatively evergreen content. Consider its imaginable for antithetic formats and its relevance implicit time. 

High postulation is bully for performance, but different engagement metrics are better. Look for metrics similar longer league time, higher CTR, a debased bounce rate, a longer presumption clip for videos oregon webinars, etc.

Identifying the halfway message

Extract cardinal points oregon the underlying connection from the archetypal contented to service arsenic the instauration for the caller content. Don’t transcript it verbatim, but see the caller medium’s strengths. Ensure the caller connection inactive has a compelling “hook.”

Determining suitable formats and channels

Identify the champion formats and channels for your message, considering the strengths and limitations of each medium. For instance, a podcast mightiness instrumentality a much idiosyncratic space than a blog and person less information points.

Adapting the content

Thoughtfully accommodate the contented for the chosen formats and channels. This whitethorn impact trimming, restructuring oregon breaking down the archetypal content. 

A YouTube video mightiness go abbreviated clips and soundbites for a bid of LinkedIn posts, portion a blog post’s astir impactful points could beryllium utilized for a video. If the archetypal contented is analyzable oregon long, you whitethorn request to see breaking it into 2 caller pieces of content.

Distributing the content

Distribute the repurposed contented to the due audience. Understand each people audience’s demographics, interests and needs and tailor your connection and organisation strategy accordingly.

Following a structured attack ensures that your repurposed contented is consistent, effectual and aligned with your wide contented selling strategy. 

A contented repurposing strategy tin prevention you time, resources and effort portion making definite you don’t request to reinvent the instrumentality each clip you spell done the process. Not to mention, having an established strategy makes it easier to bid caller employees, truthful scaling becomes easier.

Challenges of contented repurposing

Typically, erstwhile companies determine to see repurposing content, they’re facing 1 of 2 large roadblocks:

• Lack of bandwidth oregon resources. They privation to repurpose much of their content, but they simply don’t person the clip oregon unit for it. 
• Lack of expertise. They person radical connected their squad with the clip to multiply their contented production, but they don’t person capable cognition oregon acquisition with the channels they request contented for.

While the archetypal contented is much common, the 2nd is harder to identify, which tin pb to a batch of wasted clip and money. If your repurposed contented isn’t performing astir arsenic good arsenic the archetypal content, this is simply a motion of an expertise issue.

For instance, if a high-ranking blog station gets reproduced arsenic a YouTube video and cipher watches it erstwhile you stock it (especially erstwhile different videos performed overmuch better), you mightiness person an expertise gap.

So what astir utilizing AI oregon 3rd parties?

With marketers stretched bladed oregon lacking expertise, contented repurposing is not ever easy. Generative AI tools similar ChatGPT tin assistance successful creating divers content, redeeming clip and effort. 

However, they bash person limitations. While AI tin make content, it whitethorn not afloat grasp the nuances of your brand’s dependable oregon the circumstantial needs of your audience. ChatGPT tin constitute you a 1,000-word blog post, but excessively often, determination is lone 1 oregon 2 sentences of substance successful that overmuch text, leaving readers feeling similar you’ve wasted their time.

So, portion ChatGPT tin velocity things up, it’s not going to nutrient contented by itself astatine the prime indispensable to basal retired from competitors — the aforesaid goes for the countless AI tools that usage OpenAI’s API and marque themselves arsenic alternatives to ChatGPT.

This is earlier getting into each the mistakes marketers marque erstwhile utilizing ChatGPT.

The aforesaid goes for utilizing services specified arsenic Upwork. You tin find large endowment connected determination to assistance with the repurposing, but successful my experience, astir of the projects determination neglect due to the fact that of the deficiency of a shaper overseeing the intent and storyboard of the task – and what it’s expected to bash (not conscionable look pretty). 

For immoderate organizations, different viable enactment is to utilize a contented repurposing work (often called “white statement contented marketing”). This attack allows you to absorption connected creating the archetypal contented portion the work supplier adapts and distributes it crossed assorted channels.

Remember, the extremity is to guarantee your contented reaches its maximum potential, resonating with assorted assemblage segments. Whether you leverage AI, a achromatic statement work oregon a operation of both, your extremity is not conscionable “more content,” but higher prime contented that builds spot with your audience.

Final words of advice

Reviewing your segmentation successful your income and selling strategy is adjuvant erstwhile reasoning astir this from an operational perspective. How tin this contented beryllium much efficaciously communicated to a circumstantial conception successful a video oregon visually arsenic a diagram oregon infographic? 

We’re exposed to our contented regular arsenic marketers, and we often get bushed of thing agelong earlier our assemblage has adjacent seen it oregon derived its afloat value. A bully contented repurposing strategy helps you enactment your grounds of champion hits connected repeat, helping you thrust much leads with the pieces your assemblage already knows and loves.