How to repurpose a single video and 10x your impact - Ep #27May 20, 2021
13 Ways to Repurpose Your Content
What does it mean to repurpose content?
Repurposing your content means turning a piece of content you already created into many more pieces of content.
Almost all content creators I’ve come across have a significant unleashed potential to reach more people in one of two ways:
- Repurposing content they already created (the hidden treasure)
- Creating new content with the purpose of repurposing
Repurposing this content can be one of the easiest ways to impact more people. The crazy thing is that most don’t do so out of lack of time.
The steps to follow are easy:
- Prepare excellent teaching of a solid topic
- Pre-record your video or create a live video and export that
- Repurpose the video to upload to 13 different platforms or more
Benefits of Repurposing Content
The 5 primary reasons you should repurpose are:
- People are not all equally knowledgeable or aware or looking for the same level of depth in the information you are giving.
- People are spending time on several channels but these channels are designed differently and your content should fit each channel.
- Posting more frequently with a variety of hooks will increase the likelihood people will see and notice your content without that feeling of you spamming them with the same content over and over.
- People have different learning styles and preferences on how to consume their content - in general, and for specific channels.
- Make sure you have ENOUGH content without spending too much time.
4 repurposing strategies
- Create a tasting menu with short-form content
Whenever you create a piece of content, you address a certain level of preexisting knowledge and a certain level of awareness, interest, or importance to your audience.
A blog post of 1000 words may be too extensive for some parts of your audience who just recently got interested in the topic. To them, a smaller portion of the information or an infographic may be just right for their taste at this point. If they find that valuable they might continue to the bigger content piece.
Finding ways to give people a quick taste of what a particular topic or strategy may look like can help you get seen more often and make an impression without asking for too much of their time. Or it can simply fit the needs of those who don’t need or want to spend more than a few minutes or even seconds studying your content but are happy to engage and share their experience or perspective on the matter.
The tasting menu approach can allow the consumer of your content to get a preview before ‘ordering’ their main course and dive into the bigger piece of content. But it can also help show the richness, variety, and depth of your content more quickly.
- Pursue omnichannel strategy to meet people where they spend time
Your audience is likely to be present and active in more than one place. Social media platforms, search pages, conversation platforms like Messenger, etc. A coherent brand presence across many channels will boost your authority and credibility and elevate your brand in search results as well as in the mind of your audience.
However, each of these spaces works on its own terms, and to be efficient, your content should fit those terms. This can be how many pixels an image should be if a video should be vertical or horizontal, which hashtags will work or whether the platform is intended for entertainment, learning, gaming, conversations, or something else.
Though your end goal with the content may remain what the goal was for the original content, each channel has its own purpose that your content should support. So you need to think about relevancy to the channel from a more technical perspective as well. The better experience your content gives on the specific platform, the more likely the platform is to show your content to more people.
- Optimising delivery times requires more content to share
Your audience may be active on a certain platform 2-3 times a day or even 20. However, your content only shows up in the newsfeed of a fraction of your audience. News feed space is what the competition on social media is all about. Obviously, you can post your content multiple times a day but posting multiple variations of that content throughout the day also increases the likelihood of capturing people's attention.
Again, it may all lead back to the same original content piece or end goal but all people and all peoples online behaviour is not alike. More hooks usually mean more catching more fish. And if your topic is solid enough, you can create many hooks from a single piece of content.
- Finally, not all people have the same preferred learning styles
Some people learn the best by printing out stuff and highlighting important parts of a text. Others prefer ‘eye contact with the person they learn from and therefore prefer video. Others are great listeners and like podcasts. Some just want a resume and others want the deep dive. Some have a short attention span and prefer short-form content - others like to listen for hours.
Humans are 99% alike. But we all have our preferences on how we like to consume content and how we like to learn. And often these patterns are complex so we prefer one style for some purposes and another for other purposes.
For example, I like to listen using my phone during transportation and my daily walks. I listen to topics that will inspire my thinking. These can be super long and that’s ok. However, I find it very hard to stay focused if a video on Instagram is more than 3 min. On LinkedIn, I prefer only short posts. Others love to read longer articles on LinkedIn. We are not all alike and though the choice of channel and knowing your audience well will tell you what will most likely hit it out of the park, offering different formats and lengths is likely to increase how many will actually consume your content.
We want you to be productive and smart about your time. Rather create solid content of high quality and repurpose that to have enough than to spread yourself too thin attempting to create new content all the time.
Download the PDF checklist here!
#1 Upload your video on Youtube
Youtube is owned by google and therefore indexed by google. This means uploading videos to YouTube will help your Google ranking too. You need to set up a business channel. Make an effort with good lighting and audio quality.
Use a transcription service like https://www.rev.com/ or https://www.trint.com for automated transcription. Then edit to fit your blog format and add links, cross-links to other relevant content, and perhaps provide a content upgrade, like a PDF, that requires the reader to provide her email. Don’t upload your video directly to your website but embed your YouTube video for search ranking.
You can also easily extract the audio (so there is no visual) and use it as a podcast episode. You may want to add a different intro, some music, a different outro - or if you plan for audio-only when planning your video, you can simply use the audio as is. From the transcription you created for the blog post, you can easily create show notes to help people find the parts they are the most interested in and link to additional resources you mention in the show.
Select 60-second attention-grabbing clips - sections that spark curiosity for the topic - and use them for audiograms. An audiogram is technically a video but it’s created by adding a visual audio wave on top of an image and you can even add captions if you want. Of cause it includes the audio piece as well.
You can use one of these tools to create audiograms:
#5 Twitter text
Select short sentences with a maximum of 280 characters. You may consider those as part of your preparation of the video. Simply write tweetable sentences into your script. You can also post your audiograms or short video clips. Link to your blog post with the embedded YouTube video to see the rest - not directly to YouTube. You want Google to learn people are spending time on your blog.
If you are not using Pinterest, go back and listen to episode 21 with Cara Chace. Pinterest is a search engine not only relevant for home decoration and cake baking but very much for a broad variety of HOW TO topics. You can either create pin-able images, add short video clips or even post your audiograms. You don’t need to create long engaging texts to drive traffic to your blog post. You might even use the same texts on the pins as in your Twitter posts. Add the images to your blog post to allow the reader to pin the images on their Pinterest board (share).
There are several things you can do on Instagram. Even a few minutes live sharing the link to your blog post can drive significant traffic - even over time if you save it to highlights. You can also add the vertical graphics you created for Pinterest in Stories. Or you can use the small video clips or even create longer video clips to upload for IGTV.
#8 Share with your email subscribers
Add a short compelling story that leads to how you discovered the solution presented in the content or why you created this content in the first place. What happened to you or a customer that made you want to share this? Then send them to the blog post to watch the video.
#9 Quote graphics or videos for Facebook
Use some of the short texts to create images or even short-form videos for your Facebook page and stories. These are great for sprinkling out with a link to the blog post over a longer period of time. Make them shareable - people love to look smart on their own page. Test what works best for you: putting the blog post link in the post description or in the first comment you will then pin to the top.
#10 Turn it into a giveaway or lead magnet
If your initial video was a live video, consider taking your Livestream down if you use the actual video as a freebie. Or create your lead magnet more in a workbook style that goes with the live video so you can capture emails from your video. A really cool PDF or infographic that visually explains all the steps you talked about in your video can also be a great content upgrade to your blog post and help you collect emails there.
#11 If your audience is on LinkedIn
Create an article to build authority. Consider if you should make it shorter and lead them to your blog post or if you should publish the entire article. If you choose the latter, you can create a PDF summary, a complementing checklist, or whatever might be relevant and interesting to the audience after reading the article. Link to the blogpost for video, the podcast episode, or the lead magnet.
#12 Free training video series
If it’s a long video training you created, you can slice it up into 3 shorter videos and create a free mini-training on your website or send it out via email. This strategy works best if you planned your video to work like this from the beginning and record proper intros when recording your original video.
Give the transcript to someone + your branded ppt or keynotes template and have them turn it into an awesome SUBTITLED or self-explaining presentation. Then upload the presentation to Slideshare (LinkedIn platform).
And many more...
You can also create an article on quora.com, create an ebook, share the content in your group, well…. I could go on and on…..Your imagination is the limit.
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