How to Repurpose Your Content for the Best Content Marketing Results

You’ve put a lot of effort into developing your content to get it ‘just right.’  Now, what do you do?  Abandon it and move on to the next piece of content?  No, repurpose it!  In this episode, Chris Casale and Ryan Smith discuss some of the best strategies and tactics, including free tools you can use, for repurposing your content to achieve the best content marketing results.

Podcast Highlights:

Ryan Smith: [00:02:26] The rule of seven is one of the oldest concepts in marketing. So although it’s old, it doesn’t mean that it’s outdated. So the rule of seven simply says that the prospective buyer should hear or see your marketing message at least seven times before they’re going to buy it from you. So today we’re going to show you examples of how to effectively repurpose your content. So, as Chris says, you can work smarter and not harder, simple ways to distribute your content. That was gonna save you time and money in order to do this. We figured we’re going to show you at least tell you how we do it here at Digital Marketing. Happy Hour.

Ryan Smith: [00:03:07] This is going to be sort of our use case that we’re going to start with and then we’ll get into other examples with that. You always have to start with some sort of centerpiece content, your pillar content. Now, that could be a blog post. 

And the example here we’re going to use is a podcast, audio recording. So for us, it’s actually easier to talk through on the content and then after, you have that content and a podcast episode. 

So once you have that long-form content, now you can slice and dice it, and put it on two different social media platforms and repurpose that content. So we’re gonna start with how we do it first on Digital Marketing Happy Hour with our podcast episode. 

So a couple of things we do when we record our podcasts we do it on Zoom. Breaking news. Everybody uses Zoom, right? 

So we also record the video at the same time. The audio gets pulled from the video. And the audio obviously is what you’re hearing right now on the podcast. Now you also have your video that you could repurpose for other forms. 

We then take the audio and we create a blog post out of it. Now, creating that blog post, we like to use highlights of what is said and have the timestamps on it. So that way, if you come to the website, maybe you don’t hear about it, you know, on Spotify or on Apple, you find it through a search engine. 

And when you get to our website, you’re going to see the highlights of it with timestamps. So there’s something I want to hear. Then you could fast forward and go to the spot that you’re reading about. You know, where it gets into maybe a more detailed information on it. 

Also the very top. We embed at the top of the blog posts, the full episode in audio. So you’re going to get the audio version and the written version all on our blog post. 

Now, once you have that on autoplay, so when you come, it’s automatically going to start. Once you now have the video part of it, you can again edit that down to either the full episode that you can put on YouTube or you can cut 15 seconds, 10 seconds, 60 seconds, and you can have those little snippets that you can produce and put on the different, you know, social media channels where it’s on Facebook, where it is on Instagram and so forth. When you have that full episode, you could even on YouTube, you can embed that in your blog post or snippets from the episode in your blog post as well. 

Additionally, when you have the blog posts, you can create quote graphics. So if you have a guest on, for example, and they say something really awesome, you can create a graphic from that and then embed that into the blog post as well. What’s also great about the quote graphic and this is where you see it the most, you’re going to see it shared on Instagram. 

You’re to see it shared on Facebook, LinkedIn, Pinterest as well, and Twitter. So there’s a lot of places you can put that, quote graphic, which, again, for us, it started off as from the podcast interview. So now that we have that, you can share your blog posts on social media. So all the major channels that you’d want to share it, you can share it. 

Chris Casale: [00:06:44] The first thing you think of is the same thing that you go to when you’re working on a marketing campaign, which is, you know, what’s the goal? What’s the goal if the content is trying to achieve? Who is the audience you’re trying to reach? And then based on that, where does that audience live, work and play? 

So if you’ve decided that Pinterest or Instagram are good places for you to post content because that’s where your audience lives, well, then, as Ryan said, you take the content that you’ve got, whether it’s a podcast or a blog post, and you create sort of an infographic or an image out of it, and you can do that. 

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In a previous podcast, Ryan and I talked about some of the tools that are out there. Canva is one of the ones that we recommended. That’s a great tool to be able to go in in some infographics, some photos, and put together an image that then you can use on those social platforms. For blogging, WordPress is the number one blog in the world. Everybody seems to have a copy of that. But whether it’s Wix or Squarespace, those are other great examples of other tools that you can be used as well to post content. 

Podcast Audio – Repurpose Content Use Case

  • Record video at the same time as audio recording
  • Blog post
    • Audio player embedded
    • Embed youtube video in the blog post
    • Create quote graphic
      • Share in Instagram, Pinterest, Twitter, LinkedIn and Facebook
    • Share blog post link on social media 
      • Facebook
      • Instagram
      • Twitter
      • LinkedIn
    • Email your audience blog post

Podcast Video

  • Record your podcast episodes on Zoom, Skype, etc
    • Add to Youtube channel
  • Share short snippets (e.g. 10 sec, 15-sec) on social media
    • LinkedIn
    • Facebook
    • Instagram
    • TikTok

Blog Posts

  • Take old blog posts and update to make them current and relevant
  • Curate your blog posts into an ebook
    • Great for a lead magnet
  • Take popular blog posts and create a Guide or Cheatsheet
    • These are great for lead magnets
  • Create a video series of blog content and post on YouTube, LinkedIn, Instagram and Facebook
  • Based on blog engagement ( number of articles read, time on page, etc) create an online course that digs deeper on those topics
  • Native ad on Facebook, Instagram or LinkedIn
  • Repurpose blog posts on LinkedIn as a LinkedIn Article and on Medium with a link back to the original blog post on your website
  • Curate your most engaging 3rd party articles on social media (e.g. Twitter posts) and create a curated blog post of that week’s articles

Additional Ways To Repurpose Content

  • Webinars to video tutorials
  • Take your visual content, in addition to posting on Instagram, and create a Pinterest Board. Great for linking back to your blog.
  • PPT/Slideshow presentation and create an infographic

Testimonials

  • Add video testimonials to your website
  • Use testimonials in remarketing ads to users that viewed your sales page, but did not convert
  • Add testimonials toward the end of your lead nurturing sequence

Collect data and research

  • Turn data into an infographic
  • Take internal data and create case studies
  • Promote stats on social media – works great on LinkedIn and Twitter

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