Content material repurposing is the apply of reusing all or elements of your present content material. This normally entails altering up the format, e.g., from a weblog publish to a video.
On this publish, you’ll learn to repurpose your present content material in several methods.
Repurposing content material means that you can attain extra individuals with out having to create new content material from scratch.
For instance, our SEO checklist at present 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 should do some rewriting or modifying in order that the content material matches the brand new format and platform.
So while you see somebody like Gary Vaynerchuk expertly repurposing his content material throughout all platforms, keep in mind that he has a staff. In case you’re doing it alone, you received’t be capable to repurpose each single piece of content material.
It’s worthwhile to prioritize.
The easiest way to do that is to repurpose content material that targets evergreen subjects.
Evergreen topics are subjects with constant curiosity and search demand over time. Listed below are some examples of evergreen subjects:
- The best way to shed pounds – Since time immemorial, individuals have all the time been keen on reducing weight.
- The best way to tie a tie – As long as distant work isn’t the norm and formal apparel is required, individuals will need to know how you can tie a tie.
- Soccer scores – Followers will all the time be keen on realizing the scores of the most recent recreation.
How have you learnt in case your content material is concentrating on a subject that’s evergreen? To search out out, enter the subject into Ahrefs’ Keywords Explorer and examine the tendencies graph.
For instance, you’ll be able to see that “digital advertising and marketing” is on the rise:
Whereas, as a result of crypto winter, the subject “nft” is on the steep decline:
Check out these repurposing concepts to your present content material:
1. Flip your movies into weblog posts
Our video on internet online affiliate marketing for rookies has obtained >290,000 views:
We then turned it right into a blog post, and it at present receives an estimated 38,000 month-to-month search visits:
Right here’s how you can discover subjects it is best to repurpose:
- Go to Ahrefs’ Keywords Explorer
- Enter one or just a few related key phrases
- Go to the Matching phrases report
Eyeball the report and see if there are any subjects that match an present weblog publish 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 is best to repurpose, seek for your matter 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 publish on this matter, we are able to repurpose it right into a video.
3. Repurpose your movies right into a course
Your content material is probably going revealed chronologically. Sadly, that’s not a great option to eat content material.
So why not arrange 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 studies.
How have you learnt what programs to create? Right here’s how:
- Go to Ahrefs’ Keywords Explorer
- Enter just a few related key phrases (e.g., website positioning, advertising and marketing, and so forth)
- Go to the Matching phrases report
- Within the Embrace field, enter phrases like “course,” “academy,” “coaching,” and so forth
- Select Any phrase
Look by means of the report and see if there are any programs you’ll be able to 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.
In a while, we stitched all the movies into a protracted (~two hours) video:
As you’ll be able to see, not solely did we obtain views for every particular person video, however the mixed video has additionally obtained ~1.8 million views!
We’ve since executed that for a number of different programs, they usually’ve all executed properly.
5. Flip your weblog posts right into a ebook
What’s the written model of an internet course? A ebook!
You possibly can compile and arrange your weblog posts and switch them right into a ebook. This may stay in your web site as an e-book or you’ll be able to 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 should put it up for sale. A technique is to run a giveaway, like what we did:
It’s also possible to discover websites that collate lists of the perfect books in your area of interest and get your ebook talked about. Right here’s how you can discover these websites:
- Go to Ahrefs’ Content Explorer
- Seek for “greatest [topic] books”
- Set the Dwell/Damaged filter to Dwell solely
- Examine One web page per area
- Kind the outcomes by Web page site visitors to prioritize your efforts
Undergo the record and see in case your ebook is an efficient match for any of those pages.
6. Flip your movies into a number of short-form movies
Brief-form movies are an in-demand format. So in case you have an present video, it is smart to divide and switch it into a number of shorter ones.
You possibly can then republish them on many alternative 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 just a few chapters:
And every chapter is usually a publish on its personal.
So right here’s an concept: Why not flip every of those chapters right into a visitor publish? It’s environment friendly, plus you may get further publicity, referral site visitors, and a hyperlink again to your individual web site.
We name this the “Splintering Method”:
- Write an unimaginable, detailed piece of content material to your weblog
- Break it into “splinters” and submit every one as a visitor article to a different weblog
While you’ve “splintered” your content material, right here’s how you 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 Dwell/Damaged filter to Solely stay
- Toggle Filter express outcomes on
- Examine One web page per area, Exclude subdomains, Exclude homepages
Since these websites cowl subjects much like yours, they’re prone to settle for your visitor publish pitch. Find the website owner’s or editor’s email, attain out, and pitch them your subjects.
8. Flip your weblog publish or publication into Twitter threads
Each time we publish a publish, we encourage every particular person creator to repurpose their content material right into a Twitter thread.
You possibly can flip your entire weblog publish or elements of it right into a thread. For instance, this thread is from a bit of our weblog publish 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 suitable inquiries to reply? Right here’s how:
- Go to Quora
- Click on your profile and go to Adverts Supervisor
- Click on New marketing campaign
- Ignore every little thing and click on Proceed
- Below Contextual, click on the Questions tab
- Click on Bulk Add
Then, add your matter of alternative (e.g., website positioning) and click on “Proceed.” You’ll see a bunch of questions and their weekly views:
Select these which you could repurpose content material for and reply them.
10. Flip your content material into Reddit posts
Entrepreneurs are likely to skip out on Reddit due to the neighborhood’s hatred for something promotional.
However Reddit wants content material to thrive. Which suggests entrepreneurs are welcome, as long as the content material they publish is useful and priceless.
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 publish do you permit a hyperlink again to your authentic piece of content material.
That is what Tim Soulo, our chief advertising and marketing officer, does:
With 77 upvotes and optimistic suggestions, it was properly obtained.
11. Reuse bits and items of your present content material as social media posts
At Ahrefs, we create customized photos as an example ideas for our written content material. Not surprisingly, we additionally repurpose them on our social media accounts:
Undergo your content material. Every tip, concept, answer, lesson, customized picture, or takeaway in your content material could be extracted and reused as a standalone publish 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 may view your presentation anymore as soon as your session was over.
That’s why we add all our slide decks on SlideShare:
In addition to the convention attendees, we are able to get lots of (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 may 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 obtained him 1000’s of further listens.
In search of profitable examples of how firms have executed content material repurposing? Listed below are three to be impressed by:
1. Ahrefs
All through the publish, I’ve included loads of examples of how we’ve approached content material repurposing at Ahrefs. And the explanation why I shared so many examples is that content material repurposing is a part of our modus operandi.
We stroll the discuss.
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’s content material he can reuse.
- When the weblog staff creates outlines, we examine 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 publish 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 matter (“The best way to Get Out of a Rut”). That is distributed to the most important 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 revealed on his web site as a weblog publish.
- That is in a while changed into a Twitter thread.
- He then turns it right into a long-form LinkedIn post.
One other instance: Sahil first obtained loads of consideration from his thread on the Feynman Method.
Take a look at how he has made probably 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 completely 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 obtained 6X–7X of the worth.
3. Purple Bull
Purple Bull sells power drinks. Nevertheless it’s additionally a content material advertising and marketing machine. It has a complete media arm—Purple Bull Media Home—devoted to producing content material for TV, YouTube, music, movies, print, and extra.
These media properties are shared throughout all Purple Bull verticals—Purple Bull itself, Purple Bull [Country], Purple Bull BC One (breakdancing), Purple Bull Skateboarding, Purple Bull Gaming, Purple Bull Racing, and so forth.
As a result of it owns the content material and has groups behind it, its repurposing technique is very refined. It’s not merely doing one-to-one reposting and republishing, just like the examples above. Moderately, it’s mixing footage out and in of various movies, compilations, reels, TikToks, and extra.
For instance, the occasion footage for Purple Bull BC One—a prestigious occasion for breaking—culminates in a number of compilation movies like this, this, and that.
Last ideas
Repurposing shouldn’t be an afterthought—as an alternative, it needs to be baked into the creation course of. Which means fascinated about the way you need to repurpose your content material earlier than you create it.
In that approach, your repurposed content material could be launched collectively along with your revealed content material and assist distribute it additional.
Any questions or feedback about content material repurposing? Let me know on Twitter.