10 ways to repurpose content for greater reach (examples included!)

When it comes to content marketing, one of the most important things to remember is to "repurpose, repurpose, repurpose." 

When you create great content, you want to get the most out of it. You don't want it to just sit on your website and gather dust. You want to share it with as many people as possible. You need to define your content strategy.

When done correctly, repurposing content can help you reach a wider audience, distribute your content better, and generate more leads and sales.

In a Six Sessions episode, Harry Dry from MarketingExamples.com explained how he grew his newsletter to 85K+ by repurposing content and optimising the type of content that was shared according to the channel.

The same notion is important when repurposing content from a blog post, video, or long-form piece of content.

Symbiotic to repurposing content is honing your distribution strategy. The type of content should vary according to the distribution channel. There isn't a one-size-fits-all.

Distribution strategies for your content

Some examples of different distribution strategies that can be applied to repurposed content include:

1. Create an email newsletter series
2. Share the content on social channels
3. Add links to blog posts
4. Create gated content
5. Add the content to your website
6. PPC Ads
7. Sponsored Content
8. Paid social ads
9. Forums
10. Slack channels
11. Facebook & LinkedIn groups
    
    

In order to repurpose content, you need to start somewhere. So, for the purpose of this blog post, we will be using a piece of video content as our starting point. However, this notion can be applied to any initial form of content.

How to Repurpose Video Content

So, you've created some video content, now what? Whether it's sitting idle on your YouTube channel or has thousands of views, your distribution strategy shouldn't stop there.

There are ways to keep it growing. Ways to continue your inbound marketing. But, how? Well...

1. Break the video clip into smaller pieces

Video is a powerful tool. And, it's easy to turn your 10-minute video into, say... five two minute videos! While your long-form video may be performing well on YouTube, it's highly unlikely it has the same success rates on other channels.

2. Turn content into an infographic

People digest content in different ways. Some may prefer to consume the content in video format, others through an infographic.

You may choose to offer a high-level summary of the entire video, or dive deeper into specific elements and offer an in-depth guide.

3. Create blog posts

This is the simplest way, and often the most common form of repurposing content. If you created a video, it's highly likely you have a script on hand. Use that as a reference point for converting your video into a blog post!

Here is an example of a repurposed blog post we created:

4. Generate a social media post from key takeaways

Visuals and videos tend to perform well on social media. Referencing the original video, or the content you have already reproduced, break down the subject matter into visual carousels!

Here is an example of a LinkedIn post we repurposed:

Or, convert a topic into a GIF!

When developing your social strategy, it's a good idea to mix in some educational pieces with light-hearted content!

5. Develop an ebook or whitepaper

Use your video script as a starting point for creating an ebook. If you created long-form video content, it's a good idea to break the video down into chapters. You can then reference these chapters to create sections of your e-book.

We created a HubSpot Vs. Salesforce video ad turned the content into an in-depth PDF guide!

👉 Access the repurposed guide

👉 Watch the video

6. Create a podcast episode

You can also use a podcast format to do a deep dive into one particular topic mentioned in your original video content. This way, you can bring in a subject matter expert and leverage their network as well!

Remember when we mentioned that blog post with Harry Dry? Well, he was actually featured on our podcast, The Six Sessions first.

7. Share content on popular communities

Online communities like Indie Hackers offer a distribution channel to repurpose your blog post, video, or podcast interview. Personal stories, experiences, and inputs from subject matter experts tend to do quite well on Indie Hackers. So, next time you create a video or podcast episode, think about converting it to a written copy and sharing it to an online community!

8. Deliver answers to Quora or Reddit questions

The content you create is valuable right? You wrote it to solve a pain point, problem, or challenge.

With the rise in popularity of forums like Quora and Reddit, the odds of somebody having a question about the solution you wrote about is pretty likely. And, there's a good chance they haven't come across your video or blog post yet.

So, break your content up into smaller pieces and offer valuable insight into the questions being asked! In turn, you'll be able to improve your user-generated content marketing strategy.

9. Create a Twitter thread

Twitter is not only a distribution strategy but a place to write content. And, what better way than to break down your video or blog article into a series of Twitter posts.

10. Build a template or a workbook

You may have created a video that walks your audience through how to achieve something. But, what if they want to follow along?

By creating a template or workbook, you are giving your audience something tangible that they can use while watching your video or reading your blog post.

This also helps to increase engagement and further solidifies you as an expert on the topic. 

Six & Flow achieved this in our blog of “How to create your ICP”. Referencing our strategy documents used with enterprise clients, we created a template that enabled visitors to create their own ICP. 

… Use this as your reminder to create your Ideal Customer Profile and personas…

Benefits of repurposing content

1. Elevate your SEO: If you're looking to elevate your SEO content strategy, repurposing content is a great way to do it. Create multiple forms of content that target the same keywords. This tells Google that your website is relevant to these keywords and should rank higher.
   
   
2. Build content around pillar pages: Create a variety of content that surrounds a pillar page. This pillar cluster will help you rank for more keywords and get in front of a larger audience.
   
   
3. Get more leads: By creating different types of content, you're increasing the chances that someone will stumble across your content and become a lead. And, if you include a CTA (call-to-action) on each piece of content, you're going to increase the likelihood of converting leads.
   
   
4. Builds thought leadership: If you're able to provide valuable content in different formats, you will be seen as a leader in your industry. People will begin to look to you for answers because they know you will have them.
   
   
5. Deliver on content consumption preferences: Some people prefer to read, while others would rather listen or watch a video. By providing content in multiple formats, you're giving your audience the ability to consume the content in their preferred format.
   
   
6. Deliver content more frequently: Creating new content can be time-consuming. By repurposing old content, you can deliver new content more frequently without having to start from scratch each time.
   
   
7. Reach a larger audience: You're not only reaching different people with different consumption preferences, but you're also increasing the likelihood that your content will be seen by more people.
   
   
8. Improve your distribution strategy: Content is king if distribution is queen. By repurposing, you will be symbiotically improving your distribution strategy.

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