Content material repurposing is the follow of reusing all or elements of your present content material. This often includes altering up the format, e.g., from a weblog put up to a video.
On this put up, you’ll discover ways to repurpose your present content material in several methods.
Repurposing content material permits you to attain extra folks with out having to create new content material from scratch.
For instance, our web optimization guidelines presently will get an estimated 800 month-to-month search visits:
However we repurposed it right into a video a number of years in the past, and it has since generated over 230,000 views on YouTube:
Content material repurposing requires work. It’s not a one-to-one conversion—you’ll doubtless need to do some rewriting or modifying in order that the content material suits the brand new format and platform.
So whenever you see somebody like Gary Vaynerchuk expertly repurposing his content material throughout all platforms, keep in mind that he has a staff. When you’re doing it alone, you gained’t have the ability to repurpose each single piece of content material.
It’s essential prioritize.
One of the simplest ways to do that is to repurpose content material that targets evergreen matters.
Evergreen matters are matters with constant curiosity and search demand over time. Listed below are some examples of evergreen matters:
- Methods to shed pounds – Since time immemorial, folks have at all times been desirous about dropping pounds.
- Methods to tie a tie – As long as distant work shouldn’t be the norm and formal apparel is required, folks will need to know find out how to tie a tie.
- Soccer scores – Followers will at all times be desirous about understanding the scores of the most recent recreation.
How have you learnt in case your content material is concentrating on a subject that’s evergreen? To search out out, enter the subject into Ahrefs’ Key phrases Explorer and examine the traits graph.
For instance, you may see that “digital advertising and marketing” is on the rise:
Whereas, because of the crypto winter, the subject “nft” is on the steep decline:
Check out these repurposing concepts in your present content material:
1. Flip your movies into weblog posts
Our video on affiliate marketing online for learners has obtained >290,000 views:
We then turned it right into a weblog put up, and it presently receives an estimated 38,000 month-to-month search visits:
Right here’s find out how to discover matters you need to repurpose:
- Go to Ahrefs’ Key phrases Explorer
- Enter one or a number of related key phrases
- Go to the Matching phrases report
Eyeball the report and see if there are any matters that match an present weblog put up you have.
2. Flip your weblog posts into movies
We do that usually at Ahrefs. web optimization guidelines is one instance. We additionally repurposed our weblog put up on influencer advertising and marketing right into a video:
To search out out what you need to repurpose, seek for your matter on YouTube and see if the top-ranking movies have views. For instance, if we seek for “construct backlinks,” we will see that they get tons of views:
If now we have an present put up on this matter, we will repurpose it right into a video.
3. Repurpose your movies right into a course
Your content material is probably going revealed chronologically. Sadly, that’s not a great strategy to devour content material.
So why not set up content material items in a logical order and switch them right into a course?
For instance, our “Methods to use Ahrefs” course is made up of in-app tutorials that exist already inside our reviews.
How have you learnt what programs to create? Right here’s how:
- Go to Ahrefs’ Key phrases Explorer
- Enter a number of related key phrases (e.g., web optimization, advertising and marketing, and so forth)
- Go to the Matching phrases report
- Within the Embody field, enter phrases like “course,” “academy,” “coaching,” and so forth
- Select Any phrase
Look by the report and see if there are any programs you may create by repurposing your content material.
4. Sew the person course movies into one lengthy video
A number of years in the past, we launched every lesson from our web optimization coaching course one by one.
In a while, we stitched the entire movies into a protracted (~two hours) video:
As you may see, not solely did we obtain views for every particular person video, however the mixed video has additionally obtained ~1.8 million views!
We’ve since finished that for a number of different programs, and so they’ve all finished effectively.
5. Flip your weblog posts right into a e-book
What’s the written model of a web based course? A e-book!
You possibly can compile and set up your weblog posts and switch them right into a e-book. This could stay in your web site as an e book or you may go huge and publish it as a hardback/paperback.
That is precisely what we did. We turned the content material from our newbie’s information to web optimization right into a hardcover e-book:
Publishing a e-book means you’ll need to market it. A technique is to run a giveaway, like what we did:
It’s also possible to discover websites that collate lists of one of the best books in your area of interest and get your e-book talked about. Right here’s find out how to discover these websites:
- Go to Ahrefs’ Content material Explorer
- Seek for “finest [topic] books”
- Set the Dwell/Damaged filter to Dwell solely
- Verify One web page per area
- Kind the outcomes by Web page visitors to prioritize your efforts
Undergo the listing and see in case your e-book is an efficient match for any of those pages.
6. Flip your movies into a number of short-form movies
Brief-form movies are an in-demand format. So you probably have an present video, it is smart to divide and switch it into a number of shorter ones.
You possibly can then republish them on many alternative platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, and extra.
For instance, this 1½ minute video on Twitter was initially a part of a YouTube video:
7. Flip your weblog posts into visitor posts
A few of our weblog posts are so complete that they every span a number of chapters:
And every chapter is usually a put up on its personal.
So right here’s an concept: Why not flip every of those chapters right into a visitor put up? It’s environment friendly, plus you may get further publicity, referral visitors, and a hyperlink again to your individual web site.
We name this the “Splintering Approach”:
- Write an unimaginable, detailed piece of content material in your weblog
- Break it into “splinters” and submit each as a visitor article to a different weblog
Once you’ve “splintered” your content material, right here’s how yow will discover websites to pitch to:
- Go to Ahrefs’ Content material Explorer
- Seek for phrases related to your area of interest (e.g., keto)
- Set Language filter to English (or language you write in)
- Set Dwell/Damaged filter to Solely stay
- Toggle Filter express outcomes on
- Verify One web page per area, Exclude subdomains, Exclude homepages
Since these websites cowl matters much like yours, they’re prone to settle for your visitor put up pitch. Discover the web site proprietor’s or editor’s e mail, attain out, and pitch them your matters.
8. Flip your weblog put up or publication into Twitter threads
Each time we publish a put up, we encourage every particular person creator to repurpose their content material right into a Twitter thread.
You possibly can flip the whole weblog put up or elements of it right into a thread. For instance, this thread is from a bit of our weblog put up on web site construction:
9. Flip present content material into Quora solutions
A number of years in the past, I began actively answering questions on Quora. Within the course of, I’ve gained over 2 million views.
Most of my solutions weren’t generated from scratch. As a substitute, I repurposed them from our present content material.
How do you discover the best inquiries to reply? Right here’s how:
- Go to Quora
- Click on your profile and go to Adverts Supervisor
- Click on New marketing campaign
- Ignore every little thing and click on Proceed
- Beneath Contextual, click on the Questions tab
- Click on Bulk Add
Then, add your matter of selection (e.g., web optimization) and click on “Proceed.” You’ll see a bunch of questions and their weekly views:
Pick these that you may repurpose content material for and reply them.
10. Flip your content material into Reddit posts
Entrepreneurs are likely to skip out on Reddit due to the neighborhood’s hatred for something promotional.
However Reddit wants content material to thrive. Which implies entrepreneurs are welcome, as long as the content material they put up is useful and useful.
A technique to do that is to publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your put up do you permit a hyperlink again to your authentic piece of content material.
That is what Tim Soulo, our chief advertising and marketing officer, does:
With 77 upvotes and constructive suggestions, it was effectively obtained.
11. Reuse bits and items of your present content material as social media posts
At Ahrefs, we create customized photographs for instance ideas for our written content material. Not surprisingly, we additionally repurpose them on our social media accounts:
Undergo your content material. Every tip, concept, answer, lesson, customized picture, or takeaway in your content material will be extracted and reused as a standalone put up on social media.
12. Flip your convention slide decks into SlideShare decks
Creating slides for a convention isn’t any stroll within the park. So it’d be a pity if nobody else may view your presentation anymore as soon as your session was over.
That’s why we add all our slide decks on SlideShare:
In addition to the convention attendees, we will get tons of (and even 1000’s) extra views on our convention slide decks.
13. Add podcast episodes as YouTube movies
Your podcast could also be in audio format, however that doesn’t imply it could actually’t work on YouTube. In actual fact, earlier than he moved to video podcasts, Tim Ferriss used to add his audio-only podcast episodes on YouTube:
It bought him 1000’s of further listens.
In search of profitable examples of how firms have finished content material repurposing? Listed below are three to be impressed by:
1. Ahrefs
All through the put up, I’ve included loads of examples of how we’ve approached content material repurposing at Ahrefs. And the rationale why I shared so many examples is that content material repurposing is a part of our modus operandi.
We stroll the discuss.
So although now we have separate content material groups for our weblog, YouTube channel, and socials, content material repurposing is a part of our course of:
- When Sam Oh, our head of video content material, wants to jot down a script for a video, he checks our weblog to see if there may be content material he can reuse.
- When the weblog staff creates outlines, we examine the YouTube channel for content material to repurpose (for instance, I created my put up on vacation web optimization primarily based on Sam’s video).
- Each Twitter thread or long-form LinkedIn put up is repurposed from our movies and weblog posts (learn this put up on our Twitter technique to see how we do it).
2. Sahil Bloom
Sahil Bloom is a content material creator and investor. Right here’s an instance of how he repurposes his content material:
- He creates a podcast episode for his chosen matter (“Methods to Get Out of a Rut”). That is distributed to the main podcast platforms (e.g., Apple Podcasts, Google Podcasts, Spotify).
- He then turns the script right into a publication for his subscribers, and that’s additionally revealed on his web site as a weblog put up.
- That is in a while become a Twitter thread.
- He then turns it right into a long-form LinkedIn put up.
One other instance: Sahil first bought quite a lot of consideration from his thread on the Feynman Approach.
Take a look at how he has made probably th