The phrase "reduce, reuse, recycle" can be applied to more than paper products and aluminum cans. In fact, adopting this mantra can make your content marketing campaign far more powerful.
As a Knowledge Commerce professional, you already know that content is king. Your knowledge serves as a reliable queen.
In this particular royal family, content recycling and content repurposing become the prince and princess.
Repurposing content allows you to get the most mileage possible out of your hard work. It rejuvenates old posts and other forms of content and allows them to help you convert more potential customers.
But what does it mean to repurpose content? And how can you leverage this practice to help grow your Knowledge Commerce business?
Why Should You Repurpose Content?
It is essential to repurpose content if you want to keep growing your Knowledge Commerce business without having to steadily pump out new content every day. Think of it as a break for your mind and an opportunity to focus on projects, such as online courses, that will generate revenue.
Repurposed content can help spread your brand message farther and reach new audiences. Remember that people don't consume the same content.
Some people, for example, prefer to watch videos. Others like to read articles, view infographics, or scroll through social media.
Additionally, depending on how long you've been in business, you might have years' worth of articles or other content that people who have only just begun to follow you have never seen.
You don't want us to miss out on the opportunity to present those followers and potential customers with content that might help them decide to buy from you.
7 Benefits of Repurpose Content
There are myriad reasons to repurpose your content. The precise benefits depend on the type of content that you are repurposing and the audience you wish to target.
“When deciding what type of content to repurpose, you need a specific goal. That way, you're not just publishing content for the sake of having something to post. #Kajabi” — Tweet this!
For instance, have new leads begun to stagnate? Maybe you want to repurpose a piece of content that's designed to get people to sign up for your email list.
Maybe you have just released a new online course. In that case, consider repurposing content related to comparing different course options.
Following are some of the most important benefits that you can realize from repurposing content.
Capture a New Audience
One of the great things about repurposing content is that you can reach people you might not consume the content in its original form. As we mentioned earlier, everyone has certain preferences when it comes to seeking out content online.
For instance, a potential customer who doesn't enjoy reading long articles online might get exposed to your content if you created a video series with the same information included.
The important thing is to understand your audience and what they expect from you. When repurposing content, you don't want to waste time on a project that won't get seen.
Reinforce Your Message
Repurposed content can also help you solidify and message in your audience members' minds. Psychologists and researchers have long believed that repetition is one of the best ways to help people remember something.
That's why you see the same television commercial over and over again. It might seem annoying in the moment, but the brand behind it knows that the more you see the commercial, the more likely you will become to buy the product.
Additionally, everyone learns in different ways. Some people retain knowledge more effectively when they hear it, while others need to read it or copy it down.
By repurposing content, you give your audience a chance to retain more of the knowledge you share and to become more entrenched in your brand.
Give New Life to Old Content
Depending on how long you've been in business, you might have years of archived content that nobody ever sees unless they discover it with a Google search. That's a bad thing because you want your content to keep working for you year after year.
Furthermore, older content often becomes outdated. Statistics, pop-culture references, and other details can make the content less relevant to your audience.
Revisit old content and give it a facelift. Replace any outdated references, add new information that might help your audience, change out images that might have become irrelevant, and otherwise spruce it up.
You can even change the publishing date so that it appears next on your blog. Including a revision history at the top of the page will let long-term readers know that they are reading an updated version of an old post.
Make the Most of Your Hard Work
Let's face it: There are never enough hours in the day for an entrepreneur, especially in the Knowledge Commerce marketplace. When you create an amazing piece of content, you want it to give you the most bang for your buck.
Repurpose that content into other forms so that it works harder for your business. Turn it into an infographic, a video, a series of social media posts, or something else entirely. The point is to make it as accessible and as potentially profitable as possible.
You can do this at the time you first publish the original piece of content or you can rework an older post that gets lots of attention or that created a big splash. Either way, you want to give that content as much of a platform as possible.
Shared on social media, invite others to share it on their own websites, and link to it from other articles or content on your site. This will not only improve the content's visibility, but it can also improve your SEO.
Improve Organic Reach
Organic reach is becoming increasingly difficult to master, especially for new businesses. The Internet is saturated with content, which means that you have to work twice as hard to get half as many eyeballs on your content every time you publish.
If you repurpose your content, however, you increase its potential organic reach. Since it will be hosted on different pages of your website or even on different platforms, you have more opportunities to show up in search engines as well as in social feeds.
Of course, you want to make sure that every version of your piece of content is as valuable to the consumer as possible. Just because you've decided to repurpose a piece of content doesn't mean that you shouldn't give the subsequent version as much attention as you gave the first.
Diversify Your Content Portfolio
When you have a diverse content portfolio, you can appeal to more people you might eventually become customers. Additionally, you show your audience that you are willing to experiment with different types of content in your quest to meet their needs.
Blogging, for example, is an excellent way to reach your audience and to provide the nominal value. But maybe you could reach even more people and create double value by starting a video series or publishing shareable infographics related to your niche.
When you repurpose content, you explore new ways to connect with people you might be interested in your Knowledge Commerce products. That's always a good thing. You might find that you enjoy creating certain types of content more than others, but you'll never know until you give each one a shot.
Enhance Your Knowledge and Skill Set
Many people think that Knowledge Commerce is all about a one-direction education machine. It's not.
When you create content for your audience, you purposefully or invariably educate yourself, as well. You research concepts with which you might not have much familiarity and learn as you go.
It is essential for Knowledge Commerce professionals to continue to learn and grow. Otherwise, how can they serve their audiences?
What Content Deserves a New Lease on Life?
While we recommend repurposing content for all of the reasons listed above, it's important to realize that not all content deserves another chance at getting an audience. If you try to repurpose every piece of content you've ever created, you'll simply generate more work for yourself and reduce your ROI.
That's not a good way to do business.
Instead, you want to find the best pieces of content that you have produced. These are the ones that deserve a new lease on life.
This is why many businesses repurpose older content. They want to know how the original Performance before they invest time or money into creating a new version.
First, focus on your evergreen content. This is the content that remains relevant month-to-month and year-to-year.
Evergreen content works best for recycling purposes because it will continue to work for you long after you publish it. Don't repurpose newsworthy or timely pieces because they will quickly fade from public interest.
How do you know whether a piece of content is evergreen? Ask yourself whether the content depends on the season of the year, a recent event, a potentially short-lived pop culture reference, or anything else that dates it.
You also want to take a look at your analytics before deciding whether or not to repurpose a piece of content. Did the original get lots of likes on Facebook? Did it generate lots of comments? Has traffic been consistent since it was published?
If you're just starting out, popularity won't matter as much is it would for an established business. Still, you want to capitalize on content that produces lots of interest and conversation.
You can also look for trends in your content. For instance, you might notice that a certain type of post gets more traffic than others. Consider repurposing those types of posts because you know that your audience craves them.
We mentioned outdated content earlier, but it bears a second look. When your content gets stale, it no longer has any value for the consumer.
Have you ever run a Google search and come across an article from 10 years ago? You might have immediately discarded that information because of its age. After all, think about how much is changed in a decade.
You might only have a few outdated references in your older content, but they can still signal to the reader or viewer that the information is no longer relevant. That's not a good thing for your brand.
While you're updating older content, you can also repurpose it in other ways. Essentially, you cut your work and half and you get a brand-new piece of content to share with your audience.
16 Ways to Repurpose Content
Now that we have covered the what’s and why’s of repurposing content, let’s talk about the how’s. After all, you need actionable strategies if you’re going to use repurposed content effectively.
Fortunately, it’s not difficult. In fact, in many ways, it’s easier than creating a new piece of content from whole cloth. You already have the raw material.
Webinars to Video Tutorials
Have you recently conducted a webinar for your audience? Don’t let that one-time event go to waste now that it’s over. Instead, repurpose it into a video tutorial.
You can use pieces of the webinar to help your audience resolve a specific problem or reach a goal. Many webinars take on a tutorial format already, so it only makes sense to allow the content to live on in a different form.
Just remember to remove any references to discount codes or freebies that you gave to the webinar’s attendees. You don’t want to make them feel like they attended for no reason.
Old Blog Posts to Guides
In-depth guides can serve a number of purposes, from improved SEO to the potential for a lead magnet. A series of old blog posts on similar subjects can become a huge guide that your audience will appreciate consuming as one document.
You could publish the guide for free on your website or create a downloadable e-book as a lead magnet. Many marketers add graphics and other visual cues to make online guides even easier to read and scan.
It’s true that many people won’t read 10,000+-word guides. However, many will, especially if they’re looking for in-depth information. And they would rather read a single guide than several blog posts.
Internal Data to Case Studies
As a Knowledge Commerce professional, you likely collect lots of data. That’s perfect if you want to help demonstrate your value to your audience.
Turn that data into case studies to which your target market can relate. Show them how you’ve succeeded where others have failed, for example, and demonstrate your ability to help your customers achieve real results.
PowerPoint Presentations to Slideshares
While many companies and marketers still use PowerPoint presentations during internal meetings or pitches to potential investors, slideshares are becoming the preferred medium. You can share a slideshare online and generate tons of backlinks, clicks, and conversions.
It's easy to migrate data from a PowerPoint presentation into a slideshare. You might also want to update it with fresh graphics, fonts, and branding to make it stand out.
Consider linking to the slideshare from your blog posts, social media accounts, and other online properties. The more people who see your slideshare, the greater the return on your efforts.
Interviews to E-books
Have you ever conducted an interview with an influential person in your niche? Or perhaps with a customer? You might have published the interview in a Q&A format on your blog or elsewhere on your website, but you can also use it to create a fascinating e-book.
Intersperse the questions and answers with your own observations. Update the information from the interview based on any recent changes in your industry.
You could even combine multiple interviews into one document. You would have to put forth less effort in the process and you would create a more valuable piece of content for your audience.
You could offer the e-book for free to your followers or as a lead magnet.
Visual Content to Pinterest Board
Do you have a folder of images saved on your desktop? Many people collect images that inspire, educate, or entertain them.
Instead of keeping those images to yourself, consider converting them into a Pinterest board. Pinterest allows you to group images based on a specific topic or theme, which makes it easy for your audience to find images that you deem valuable.
Additionally, social media has grown in importance when it comes to e-commerce sales. Consumers often purchase items directly from social media platforms like Pinterest. You could create a board of images that represent your online course, membership site, or other digital products.
Quora Q&A to Blog Post
Many marketers are using Quora to enhance their brands and to make themselves more visible online. After you conduct a Quora Q&A, consider converting that content into a blog post.
Q&A-style posts often generate lots of shares in traffic because they are equally digestible and because they answer questions that your audience has asked quite often.
Plus, you don't have to do much work. The content has already been written, so you can simply publish it and wait for your audience to find it. Of course, you don't want to forget to share it on social media.
Slideshow to Infographic
Visual content has become increasingly popular among consumers of all types. Infographics, in particular, are highly shareable because they relay seemingly boring data (such as statistics) in an engaging way.
If you’ve already collected data for a slideshare, you might as well convert it into an infographic. Free tools like Canva allow you to design an infographic without any design skill or knowledge.
You can submit your infographic to directories that make it searchable and shareable.
Statistics to Social Media Posts
Take the same data that you shared via slideshow and infographic and share it again with your social media audiences. Twitter is perfect for this, though Facebook, Instagram, and LinkedIn can also work.
For instance, you might share screenshots of portions of your infographic on Instagram. Together, all of those images tell a complete story. You could also release the statistics in text form on Twitter.
Blog Post to Podcast
Do you have a blog post that has consistently performed well with your audience? Don’t let it languish in text forever — or, at least, not just as text.
Instead, create a podcast around the topic. Introduce each of your subheads during the podcast, then hit your main points while tossing in a few extra tidbits of information or insight. You could even do a series of podcasts or combine several blog posts for one podcast.
Remember that there aren’t any rules. You can create a podcast around any topic you wish.
Blog Post to E-book
You can also turn a blog post into an e-book with minimal extra work. Simply expand on the content you’ve already written, adding new subsections or more detailed material.
When you have the bones of a blog post structure on which to base repurposed content, adding to it becomes easier. You might create a few custom graphics to give it more heft as well as a checklist, F.A.Q., or other extra section.
Blog Post to Video
Blog posts can also become videos. Use the post’s structure and points to create a brief, actionable video that tells your audience how to accomplish something.
Outdated Post to Updated Post
As we mentioned above, it’s easy to update an old blog post with new information, recent statistics, and other data to make it seem fresh and new again. Change the publication date and include revision history so your loyal followers understand what you’re posting.
Blog Posts to Medium and Linkedin Pulse Posts
Sometimes, the best way to repurpose content is to simply republish it. Publications like Medium and LinkedIn Pulse provide you with a fresh audience and a new layout for your blog post.
You can also link to the original from both Medium and LinkedIn. Alternatively, publish teasers for the blog post on those publications and link back.
Long Articles to Video Series
If you have a long, detailed article on your blog, you might not want to turn it into a single video. Short, concise videos tend to get the most leverage on YouTube and other channels.
Instead, break up the article into smaller sections and use each section to create its own video. You’ll get more content out of the deal as well as more exposure.
Blog Posts to Email Series
You could do the same thing for your email marketing campaign. When you send out your newsletter, include pieces of a longer blog post as a “tip of the week.”
Example of Repurposed Content
You can generate incredible results by repurposing your old content. Not only does repurposing allow you to get more engagement for every piece of content you create, but it can also expand your audience and grow your brand.
Slipstream Time Hacking author Benjamin Hardy, for instance, grew his email subscriber list from zero subscribers to more than 20,000 subscribers by reposting his blog content on Medium.
It was quite an impressive accomplishment, especially since he managed to get those results in just six months.
He started growing his platform on Medium without any idea about how to get subscribers. After one of his articles went viral, he realized that he needed a better call to action and a more robust website.
As soon as he made those two minor changes, his subscriber rate skyrocketed.
Use Kajabi to Turn Your Knowledge and Content Into Products You Can Sell
If you want to get results like Hardy’s, you don’t have to generate thousands of pieces of fresh content. Instead, you need to repurpose each popular, evergreen article or other content type that you produce.
Kajabi can help with that. Our blogging platform lets you get started publishing right away. We also have the functionality necessary to build your email list from scratch, host webinars, publish videos, and perform tons of other marketing feats.
Recycling isn’t just about the green bin that you put at the curb every Tuesday morning. It’s also about content.
Repurposing your content allows you to reach new audiences, revive old content, increase the ROI of your hard work, and improve your organic reach. It can diversify your content portfolio and expand your knowledge base.
The best content for recycling is evergreen, popular, outdated, or all three. You can use Kajabi’s built-in analytics to find the data you need.
From there, try out our 16 strategies for repurposing content. Turn webinars into video tutorials, internal data into case studies, interviews into e-books, blog posts into podcasts, and more.
How do you repurpose your content? What success have you found with this strategy?
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