5 Ways to Repurpose Existing Content

kathryn by Kathryn Hawkins on April 5, 2012
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For most businesses, content marketing — through articles, blog posts, webinars, speeches, or other communication methods — is key to attracting new prospects and establishing expert credibility. But it takes time and money to produce large volumes of content.

You can streamline your efforts and cut costs by repurposing existing content. Here’s how.

  1. When emailing advice to another party, ask the recipient if you can go public with your tips. Successful entrepreneurs often receive emails asking for advice about starting a business or managing an industry-related problem. If you have time to be helpful, go for it — but plan to offer your valuable insights to a larger audience, too. Ask the email’s recipient for permission to publish your private exchange (with the other party’s name removed, if needed) on your business blog. Check out Michael Hartzell’s tips for more ways to repurpose your personal emails.
  2. Expand on content you’ve written previously. If you wrote a blog post last year about 10 promising up-and-comers in your industry, go back to that post and update it with details about what they’ve accomplished since then — and add some new names to the list. You can re-title your post and spotlight it on your site by updating the publication date.
  3. Turn a webinar or presentation into a white paper. Webinars and in-person presentations take time and research to produce, so make an extra effort to convert this material into a format that grants access to a broader audience. Use your slides, videos, and written notes as the basis for a white paper that includes an introduction, conclusion, and additional research. If you don’t have time to convert the materials yourself or are unfamiliar with the process, outsource the production to an agency that specializes in business marketing communications.
  4. Turn a white paper into a series of blog posts or bylined articles. Your white paper is likely to be a relatively substantial document. (Many white papers are 10 pages long or longer.) Pull out the main points of each section, and break them up into short, specific blog posts or articles that you can put on your website or pitch to other sites and publications. Imittcopy shares some tips on converting white papers to blog posts.
  5. Convert your written content to video. If you’ve written a blog post or article, consider creating a brief video based on the same topic. There’s no need to get fancy: You can use your computer’s video camera to record yourself talking, and edit in visual aids later, if you’d like. Need a more professional sheen? Hire an agency for help. Putting up videos on YouTube and other video-sharing sites will give you a better chance to rank highly in search engines and may attract new prospects or customers who’d rather watch you talk than read your words.
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