Content Marketing Repurposing

5 Ideas To Extend Your Existing Content By Repurposing

Creating content for your inbound marketing campaigns can take be a labour intensive process so it makes sense to maximize it’s reach and shelf life beyond a single channel. Instead of creating independent content for each of your distribution media (video, blogs, social media, opt in pages etc.) repurposing for multiple media can be a really efficient way of making the most of the pieces of content you produce.

Here are 5 ideas for extending your existing content by repurposing.

1) Transcribe Videos

If you have videos, screencasts or webinars produced for your content marketing campaign then getting these transcribed into an eBook can offer a valuable way to create a new opt in offer. Not everyone wants to consume their information in a visual format and having the information in an eBook format is useful for referring to when you’re on the move without an internet connection.

2) Break Up eBooks Into Bite Sized Social Messages

If you’ve created an eBook for either your opt in pages or for general download, consider taking some of the key quotes or one liners from it and using them as regular social media messages. Formulating tweets from your long form content can pique interest and make sure you’re also linking back to the opt in page for the full download to increase engagement and build your list.

3) Create Blog Posts Around Your Long Form Content

When you create any long form content such as a webinar or eBook it’s usually an in depth insight into a complex topic. If you run a blog on your business website consider breaking your long form content into shorter bite size pieces and run a series of blog posts on your topic over a number of days or weeks. It’s a great way to increase your returning visitor rate and increase regular engagement with your audience, and captures readers that may prefer consuming your content in a more snappy format.

4) Create A Podcast

Many people miss podcasting as a content marketing channel but it can bring in a significant new audience through the many online audio channels available. If you have a webinar or video produced you can simply strip out the audio from your video content and save it as an MP3 file. You can record your blog posts as an audio blog and add these to your podcast release schedule too which increase your podcast publishing output. If you’re at a trade show or conference consider pulling out your mobile phone or tablet and recording an ad hoc interview too and include this in your podcasting output, and don’t forget to repurpose your interviews into text based content for your blog too. Distribute your podcast through iTunes, Spreaker Radio, Stitcher Radio and don’t forget to create a podcast RSS feed too.

5) Use Your Blog Posts & Social Media For Newsletter Content

Not all of your audience will keep up to date with all of your blog posts and social media output so to help them stay informed why not include a selection of your best work of the week into your newsletter. It’s a great way to compile a digest of your latest media from all your channels and informing your audience of the multiple ways they can interact with you.

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Simon Dunant

Founder at New Rise Digital
Simon Dunant is the founder of digital marketing consultancy New Rise Digital and author of "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London)
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