You can always rely on Neil Patel of Quicksprout for excellent advice, and this post is no exception.
If you've been committed to content creation for your business over a number of years, you'll know that there is still a great deal of value to be had from reusing older content.
And whilst we might be accustomed to some repurposing tactics, such as refreshing older blog posts or shining a light on seemingly forgotten eBooks for new audiences, Patel highlights here a range of other options for transforming your existing content.
If you've always been the kind of company that sticks to the "written" word, there are numerous other content arenas that you could explore, using your words as the foundation.
How about reworking your "how to" blog post into a video tutorial, for instance; as Patel notes, "videos are easy to watch, share, and save for later. You can watch them at home or on the go. And they don’t take too long to make." This could be an easy entry point for you into an increasingly popular medium.
Alternatively, you might consider developing a SlideShare presentation out of a list style post or a guide that you have written regarding a particular issue for your industry. Again, highly shareable and beloved of the LinkedIn community, by reworking your wordier content into a more digestible slide deck you could reach an entirely different audience.
Then there's the world of infographics. With many poor examples of the form, they're not necessarily easy to get right, but if you overcome the design challenges, then revitalising survey data into these highly consumable graphics can be a winner. Think about statistics or original data that you presented in a white paper transformed into an object of beauty, to be enjoyed, shared and re-posted.
And by way of final suggestion, Patel advocates merging older content pieces into a webinar: If you’ve never hosted a webinar, you’re missing out. Webinars create a high level of engagement and communicate your value to everyone watching.
He suggests reusing a number of types of your existing content, say a blog post and a slide deck, around one particular topic and working through the key points within a webinar format, with more content enabling you to provide your attendees with more value.
So, it's clear that there's enormous value in repurposing your current body of work; selecting the best performers or the most resonant and then transforming them into something fresh and newly topical. As Neil Patel puts it:"think of all your content as living, breathing documents. They can be changed and improved over time."
Certainly, this is an attractive prospect for those of us that wrestle with always trying to think of a new angle or original perspective; instead of having to "reinvent the wheel" all the time, why not try and recycle it?
When it comes to content marketing “hacks,” this is one of my absolute favorites. So many marketers finish a piece of content and never touch it again. But why do that when you can get so much mileage out of one piece of content? That’s the power of repurposing content. It’s a lot like creating passive income. You do the hard work once, and you continue to reap the benefits. With repurposing content, it’s the same idea. You create a piece of content once and then use it in a bunch of different ways. That means less work and more results. It seems too good to be true, but I promise you it’s not. The beauty of this technique is that you can repurpose any type of content. Articles, videos, checklists—you name it.