Making good content material is hard. It’s important to make investments a ton of time, effort, and assets.
However when you repurpose it, you can also make it go the additional mile.
Content material repurposing is the apply of reusing all or elements of current content material. This often entails altering the format, reminiscent of from a weblog publish to a video.
For instance, we turned this video on vacation web optimization right into a weblog publish.
There are two most important causes:
- Attain extra individuals. Individuals who like movies gained’t devour your content material if it’s a weblog publish. However repurpose it as a video and so they may.
- Get monetary savings. Making new content material is dear. Repurposing your current content material requires fewer assets and is less expensive.
Comply with this course of:
1. Embrace the ‘zero-click’ mindset
If you concentrate on it, content material repurposing is a type of content material distribution. You’re taking bits and items of your current content material and dispersing them on different channels.
However right here’s the place many individuals journey up. Most entrepreneurs’ idea of content material promotion is to drive clicks. So, they anticipate that content material repurposing will do the similar.
Doing it is a disservice to your repurposing efforts.
Regardless of the kind of content material you produce, they’re in the end vessels in service of a bigger aim: sharing an essential thought. For us, that concept is that Ahrefs is the best-in-class web optimization device. So, it doesn’t matter which format we use or whether or not we get the click on.
So long as the thought is lodged within the brains of our target market, the job is finished. That’s why we’re blissful to make zero-click content material—content material that provides worthwhile, standalone insights with out the necessity to click on.
Our model shall be top-of-mind for anybody who encounters us on a number of channels and acquire worth from our content material. It doesn’t matter whether or not they clicked by way of. Ultimately, when it comes time to buy, we’ll probably be their number-one selection.
If you would like your content material repurposing efforts to go effectively, it’s worthwhile to embrace zero-click content material.
2. Discover your best-performing content material
It’s nearly inconceivable to repurpose each single piece of content material.—particularly when you’re going at it alone. So, you need to prioritize.
One of the best ways to do that is to give attention to content material that’s already performing effectively.
Whereas there is no such thing as a assure that content material performing effectively in a single channel will carry out effectively in one other, it is a sign that there are people who find themselves searching for the matter.
Discovering content material that’s performing effectively is dependent upon the first kind of content material you’re producing. For instance, when you’re creating weblog posts, you then’ll need to use a device like Google Analytics to see which articles have been getting probably the most visitors. You are able to do this by going to Engagement > Pages and screens.
In case your main content material kind is movies, then chances are you’ll need to take a look at your most-viewed movies on YouTube:
3. Begin with channels which might be comparable
You must begin by repurposing your content material into codecs which might be most much like your main kind of content material. For instance, in case your main content material kind is weblog posts, you must give attention to text-based codecs, like X (previously Twitter) and LinkedIn.
I like to recommend this as a result of content material repurposing takes effort. Many entrepreneurs wish to counsel content material repurposing as an ‘simple’ tactic, however that’s not true. Somebody like Gary Vaynerchuk can repurpose at scale as a result of he has a devoted crew.
So, whereas there are simple instances (e.g., reposting your total article on X), know that the majority repurposing isn’t one-to-one.
For instance, say you need to flip a weblog publish right into a video. Even when the weblog publish content material will be tailored into the video script, you’ll nonetheless must storyboard, document, and edit. That’s a number of work.
That’s why I counsel beginning your content material repurposing journey with comparable channels. (Simply ensure your target market is there.)
Since I write for the Ahrefs weblog, I primarily repurpose my content material on LinkedIn and X. Right here’s an instance the place I repurposed one of many use instances from my article on learn how to use each ChatGPT and Ahrefs:
It did tremendous effectively, producing >25,000 impressions:
4. Adapt your content material for every channel
Each platform has a most popular format, distinctive tradition, and its personal algorithm. So, don’t publish the identical issues in every single place and anticipate it to be a 100% hit.
For instance, our Chief Advertising and marketing Officer (CMO) Tim Soulo discovered that he acquired differing outcomes when he posted the identical factor on LinkedIn and X:
You need to adapt your content material for every channel you’re posting in.
For instance, say you need to repurpose your YouTube video right into a weblog publish. You’ll be able to’t simply publish your script verbatim. You’d need to optimize the weblog publish for a goal channel, probably Google search.
To do that, it’s worthwhile to ensure the article is focusing on a subject persons are trying to find. For instance, our video on affiliate internet marketing did effectively on YouTube. So, I wished to repurpose it right into a weblog publish. To try this, I looked for “affiliate internet marketing” in Key phrases Explorer to see if there was search quantity.
Subsequent, I need to be taught why persons are trying to find “affiliate internet marketing” on Google so we are able to present them with a related weblog publish that solutions every little thing they’re searching for. I did this by scrolling right down to the SERP Overview and clicking Determine intents.
This tells us that individuals trying to find “affiliate internet marketing” on Google need to perceive what affiliate internet marketing is and learn how to begin affiliate internet marketing. We’d need to reformat our script to one thing like a newbie’s information, protecting the definitions and steps on learn how to begin.
To make our article as complete as doable, we are able to click on on the highest three rating pages, click on on Open in, and select Content material hole:
This opens up the Content material hole report, which reveals you the frequent key phrases these three pages rank for. A few of them shall be subtopics you must cowl in your article.
For instance, trying by way of this report, we see potential subtopics like:
- What’s affiliate internet marketing
- How one can do affiliate internet marketing
- How does affiliate internet marketing work
- How a lot does affiliate internet marketing make
All of those made it into my repurposed weblog publish:
Immediately, my article will get round 8,800 month-to-month visits from Google:
Listed below are some concepts to kick you off in your content material repurposing journey:
1. Flip movies into weblog posts
Apart from affiliate internet marketing, we’ve additionally turned many movies from our YouTube channel into weblog posts:
I repurposed the affiliate internet marketing video again within the good previous days, so I didn’t have any entry to AI. However immediately, you can also make the method faster with ChatGPT. For instance, right here’s the immediate I gave:
I’m going to present you a video script about affiliate internet marketing. Please flip it right into a weblog publish with these subheadings:
- What’s affiliate internet marketing
- Why do you have to do affiliate internet marketing
- How does affiliate internet marketing work
- How a lot cash do affiliate entrepreneurs make
- Getting began with affiliate internet marketing
- Online marketing instruments
Right here’s the script:
*script*
Right here’s what ChatGPT generated:
Not ok for a publishable weblog publish (imo), but it surely’s sufficient as a top level view so that you can fill within the gaps.
2. Flip weblog posts into movies
The reverse additionally works: We’ve repurposed a lot of our weblog posts into movies.
I attempted utilizing ChatGPT for this use case, and it even gave me the photographs and voiceover I wanted for the video:
This isn’t sufficient if you wish to make a talking-head video or perhaps a video that’s wonderful, but it surely might be one thing to work off on.
3. Flip movies right into a course
Content material is often revealed chronologically. Sadly, it’s not a perfect method to devour content material. So, why not set up these movies in a logical order and switch them right into a course?
For instance, our content material advertising and marketing course is just a assortment of YouTube movies we’ve revealed concerning the matter:
Make certain these programs have demand by coming into your goal key phrase into Key phrases Explorer and filtering for phrases like “programs”, “coaching”, and so on.
4. Flip particular person movies into one lengthy video
A couple of years in the past, we launched every lesson from our web optimization coaching course one by one.
In a while, we stitched the entire movies into an extended (~two hours) video:
Not solely did we get views for every video, however the mixed video additionally acquired 2.6 million views!
We’ve since accomplished that for a number of different programs, and so they’ve all accomplished effectively.
5. Flip weblog posts right into a e-book
What’s the written model of a web-based course? Duh, a e-book.
You’ll be able to compile and set up your weblog posts and switch them right into a e-book. This will stay in your web site as an e book, or go huge and publish it as a hardback/paperback.
We determined to go huge (or go dwelling) and turned our newbie’s information to web optimization right into a fantastically designed hardcover:
6. Flip movies into a number of short-form movies
In case you’re producing movies, you possibly can extract the most effective moments that can resonate together with your target market and switch them into short-form movies. These can then be revealed on a number of platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, Fb, and extra.
For instance, Slidebean made a video about Elon Musk. They turned a number of key moments into YouTube shorts:
This brief was additionally republished on Instagram and Fb.
You should utilize YouTube’s built-in device to create Shorts. Go to the YouTube app, select your video, click on Remix, then Edit right into a Quick.
Different instruments to do that embody Descript and inShot.
7. Flip weblog posts into visitor posts
A few of our weblog posts are so complete they span chapters:
Every chapter might be a publish by itself. So, why not flip them into visitor posts?
We name this the “Splintering Method”:
- Write an unimaginable, detailed piece of content material on your weblog
- Break it into “splinters” and submit every one as a visitor article to a different weblog
Right here’s learn how to discover websites to pitch to:
- Go to Ahrefs’ Content material 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 stay
- Toggle Filter specific outcomes on
- Verify One web page per area, Exclude subdomains, Exclude homepages
Since these websites cowl matters much like yours, they’re prone to settle for your visitor publish pitch. Discover the web site proprietor’s or editor’s e mail, attain out, and pitch them your matters.
8. Flip weblog posts or movies into social media posts
Every tip, thought, use case, answer, lesson, takeaway, and customized picture in your content material will be extracted and repurposed as a standalone publish on social media.
Right here’s an instance the place I posted one among my classes from writing 100 weblog posts for Ahrefs.
Right here, I merely reposted one among our customized photos:
What I like about doing this usually is that you could collect concepts from the neighborhood and replace your posts sooner or later. For instance, I posted all of the errors from my web optimization errors publish and requested if I missed something.
The feedback gave me plenty of errors that I might embody within the publish once I replace it subsequent time.
9. Flip weblog posts into Reddit posts
Entrepreneurs are likely to keep away from Reddit due to the neighborhood’s hatred for something promotional.
However Reddit wants content material to thrive. As long as your content material is useful, you’re welcome to the entrance web page of the Web.
To do that, publish a tl;dr model of your content material and strip away all inner and exterior hyperlinks. Solely on the finish of your publish do you permit a hyperlink again to your authentic piece of content material.
Right here’s an instance of how Tim does it:
Closing ideas
Have a look at this masterclass in content material repurposing:
- Sahil Bloom creates a podcast episode for his chosen matter (“How one can Get Out of a Rut”) and distributes it to the key podcast platforms (e.g., Apple Podcasts, Spotify).
- He then turns the script right into a publication for his subscribers and publishes it on his web site as a weblog publish.
- The publish is changed into a X (Twitter) thread.
- In a while, he turns it right into a long-form LinkedIn publish.
Simply since you’ve revealed one thing doesn’t imply everybody has seen it. Make your content material go the additional mile by reusing, repurposing, and reformatting it for a number of platforms so extra individuals can view your content material.