One of the most common marketing advice is, write less, promote more. Just publishing article after article won’t help you. You need to get your content in front of people. One of the easiest ways to get your content in front of more people is to repurpose your content for various platforms.
You may think that you are already getting decent amount traffic, so you don’t have to worry about repurposing content. But if you aren’t repurposing content, you aren’t fulfilling your content marketing potential. There are other websites where your ideal visitors hang out and you can reach them without creating content from scratch.
Benefits of repurposing contents
You can repurpose your content into all kinds of formats. If you turn it into Infographics and videos, you’ll get more social media shares. It will play a minor role in your search ranking.
There are other benefits of repurposing contents. Benjamin Hardy copy-pasted all of his blog posts in Medium. In 6 months, he managed to get 20,000 blog subscribers. There are many other examples of similar success from repurposed content.
One thing about repurposing content that worries some marketers is, will they get penalized by Google? The answer is, No. Google will only penalize you if you are excessively copying your content in a manipulative manner. With repurposed content, you are trying to reach new people, so you won’t get penalized.
Now, let’s take a look at how you can effectively repurpose content and bring traffic.
Using Google Analytics or BuzzSumo, make a list of your most popular posts. Since they are already popular, they have a higher chance of resonating with new audiences. You can bundle your popular posts and turn them into an ebook.
Darren Rowse of ProBlogger created a series of posts titled 31 Days to Build a Better Blog. It was received so well that he turned it into a paid eBook. He currently sells it for $29.99. People bought it in droves because they are willing to pay for a convenience reading experience.
Darren Rowse isn’t the only one to do this successfully. Patt Flynn of Smart Passive Income started his blogging career by selling an eBook for $19.95.
So if you create high-quality content that people finds helpful, your visitors will show love to you and buy from you.
If your content has lots of graphics, you can turn it into slides. You can also turn lists posts and expert roundups into slides easily. You can use Canva to create slides. Then you can upload it on Slideshare.
If you have good long-form posts on business/marketing, publish it on LinkedIn. You can also share them on Medium. If your post is particularly good, you’ll get featured on the front page of Medium and get a lot of traffic.
You can also create an email drip course from your best contents. Create a landing page where people can signup to receive the course. You can also turn it into a webinar.
If you have a lot of articles on your blog, most of your old one will get almost no traffic. You can also update those with new information and re-promote it using your social media accounts and email list. This way you won’t have written too many new posts. All of your posts will also stay up-to-date.
Copy your own posts that worked well. For example, say you have recently written an article titled “How to benefit from Quora as an Entrepreneur”. It became very popular and six months later, you’re still getting a considerable amount of traffic on this post. Now write an article titled “How to benefit from Quora as an artist”. See how this post does.
When you are writing a new post, instead of writing, use the voice typing option. You don’t need a fancy software to do it. Google Docs has voice typing feature. Open Google Docs and go to Tools > Voice Typing. A microphone will pop up. Click on it. Then start talking. Record yourself with a camera. Now you will have a video, a podcast and a blog post.
Make some extra efforts
When you are repurposing contents, your goal is to get it in front of as many people as possible. Since most of the platform where you are sharing your content get high-quality posts, you need to put some marketing efforts to stand out. Once you manage to get some traction, you’ll automatically get traffic.
So embed your slideshare in your blog posts, in your guest posts. If you publish any article on Medium, share it with your email subscribers. Share everything on social media.
Do you repurpose your content? Which platform gives you the best result? Let me know in the comment.