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As content marketers, we all have too much to do, and not enough time to get it done.
We’re also under pressure to deliver high-quality content our audiences want. That content also needs to be distributed across an ever-growing array of channels.
If you’re working on a small team, that pressure is further magnified. When resources are limited, you have to stretch everything you have to succeed.
So, how can you produce awesome 10X content when your time is limited?
Try turning one piece of content into five (or more).
Repurposing content simply means taking one asset and reusing it somewhere else. That sounds simple enough in theory, but it can get tricky in execution. To really make it work, it helps to produce content with repurposing in mind, so you can easily slice and dice it into different formats.
The benefits to repurposing content are considerable, too. When you focus your energy on producing one awesome asset (say, an in-depth blog post or video), you’re likely to produce a better piece of work than you would by dividing your attention across every platform you’re responsible for.
By creating said content with repurposing in mind from the beginning, you can reuse pieces of it elsewhere without your audience feeling like you’re cutting corners. That frees you up to focus on doing one thing really well, while still getting tons more work done with way less effort.
In this post, we’ll show you how to repurpose your way to content marketing nirvana.
This post goes deep into the content repurposing process. However, there are tons of different ways you can repurpose content. In fact, there are far too many to cover in this post alone (and once you get started, you’ll probably come up with even more of your own).
So, we thought you’d enjoy this bonus guide packed with 50 content repurposing tips. That way, you’ll have the process and the inspiration you need to create more awesome content in less time than ever. Plus, we’ve included a detailed infographic on all things repurposing for you to keep on hand as a reference.
In this post, we’ll show you some tools you can use to help with your content repurposing process:
If you’re unfamiliar with the term “10X content,” it refers to the idea of creating content that’s ten times better than anything that already exists.
In order to create that kind of content, you’ll need to buckle down and focus deeply on producing something truly exceptional.
If you’re working with limited time, money, and resources, you’ll want to make the most of every minute you’ve got. Starting with strong keyword research gives you hard data to ensure people are going to care about the content you’re creating before you get too far into your process.
One of the fastest ways to create a piece of 10X content is to apply the Skyscraper Technique.
Coined by Brian Dean of Backlinko, it’s an easy and repeatable process for creating the best stuff possible on a given topic.
Here’s how it works in simple terms:
There are a couple different ways you can find top-performing content (so you can scope out your competition):
While success isn’t guaranteed, if you follow this process correctly, you should start to see results.
Here at CoSchedule, we never write a blog post without an outline. They’re essential for saving time by figuring out what you’ll cover, before getting started and realizing your ideas are a disorganized mess. Plus, outlines also make it easier to break your post down into sections so you can think more clearly about how each piece might be reused somewhere else.
Remember, our goal here is to start off with one awesome 10X piece of content.
An ordinary, run-of-the-mill blog post isn’t going to cut it here.
You’ll need to dig deep and produce something truly great. Furthermore, you’ll need to write while keeping repurposing in mind.
Your post should:
Whether you’re creating your own images or working with a designer, include graphics you can share elsewhere in your post. Those could include:
The key is to create graphics that both:
Here’s an example of a tweet from our Twitter profile that uses an instructional graphic from this blog post:
— CoSchedule (@CoSchedule) February 19, 2017
Here’s another one for a landing page, where we took the page’s header graphic and made a Twitter-friendly version:
— CoSchedule (@CoSchedule) February 21, 2017
We’ll cover this further in a bit, but for now, take a look through this post (or most others on our blog) for more examples of what we’re talking about.
Now that you’ve got a draft of your post complete, let’s see how we can use pieces of it on other channels and platforms.
Consider crafting your intro with an email-friendly conversational tone. That way, you can easily copy and paste it into your email software, tweaking it slightly as necessary.
This will likely only work if your emails are text-heavy rather than image-based. If you send a lot of plain text emails though, this can be an immense time-saver.
You’ve heard the cliche that a picture is worth a thousand words.
That means video has to be worth like, what, half a library?
Well, something like that.
Anyway, what we’re getting at here is if someone wants to read about a topic, someone probably wants to watch a video about it, too. So, shoot a video based on your blog post. That’s something we’ve done in the past with our #OverheardAtCoSchedule video series, and it makes time spent on ideation go a lot quicker:
You can even use your blog post as the basis for your script (if you’ll be scripting out your post).
If you’re wondering exactly how you could turn a blog post into a video, try this:
Alternately, you might want to shoot your video natively for Facebook or Twitter.
For our purposes here, let’s say you’ve shot a five-minute video for YouTube. If you wanted to get further mileage out of it, consider sharing that video directly on Facebook too, or break it down into smaller chunks and create a mini-video series for Twitter.
If you created a video to include in your blog post, use your introduction for your YouTube description. Substantive YouTube descriptions are important for a few reasons, including:
Like reusing blog post content for email, feel free to adjust your wording as necessary to work within the context of a YouTube description. At the very least, your blog post can give you a solid foundation to dramatically cut down on writing time for YouTube.
For example, the description we used for this video …
… came straight from the introduction to the blog post we created for it:
When you’re creating graphics for your blog post, create a few different versions sized appropriately for your social networks. If you need a primer on the best sizes for every network, we’ve got you covered.
Also, consider which types of graphics you could both embed in your blog, and share on social media. Long infographics are great for Pinterest, while quote graphics and images with quick stats are a good fit for Twitter.
Here’s an example of a blog post graphic we repurposed on Twitter:
— CoSchedule (@CoSchedule) July 14, 2017
While there has been some questioning around its long-term future lately, SlideShare is an awesome place to share presentations and slide decks. Your blog post should easily have enough text and images to repurpose into a slide format (and you might even want to keep this in mind as you’re writing your post).
This isn’t too difficult, but there are some steps to follow:
For an example on how to do this, we’ve embedded this SlideShare deck about turning blog posts into SlideShare decks from Steve Shaw here:
Content upgrades are an excellent tool for building an email list. An easy way to build a content upgrade is to turn your blog post into a downloadable PDF, or convert data or information from your post into a downloadable infographic. You could also consider creating a checklist based on your post that helps readers apply your advice.
We’ve now covered how to turn one piece of 10X content into several smaller chunks of content. The next step is to take multiple pieces of 10X content and multiply its value by creating even bigger 10X assets without a ton of effort.
Do you have multiple blog posts you could group together under one topic? If so, why not turn them into an e-book? The process for self-publishing an ebook is in-depth, but it’s not too difficult. Here are some simple steps to follow:
Here’s an example of an e-book our team created. It’s available in .mobi format on the Kindle Store, or .epub or PDF.
Online courses are extremely popular. However, they can take a long while to build from scratch. According to this piece from Forbes, “it takes about the same amount of time as writing a book.”
Good thing we’ve already established a method for producing a book fairly quickly, then. You can apply a similar process for producing an online course, too.
Once you’ve got your blog packed with helpful how-to posts, it’s not too difficult to turn it into study material for an online course. If you need a technology platform to host your cost, check out these options:
For all the technical know-how you’ll need, follow this guide.
There are a lot of benefits to launching a course too, including:
You may have noticed a lot of our blog posts feature content upgrades. If you’re curious what we mean by the term “content upgrade,” we’re referring to the downloadable assets we include in each post to help readers (like you) put our advice into practice.
They’re great for adding value to our content, but they also have a lot of value on their own. That’s why we collect them all in our Resource Library (where you can find all our content upgrades in one place).
This helps give those content upgrades more visibility and creates a nice link magnet for SEO purposes. If you have content upgrades on your own blog and want to do something similar, work with a developer on your team to build out a resource library of your own.
This guide from Melyssa Griffin does a great job of walking through the how’s and why’s of building something like this.
Ready to start repurposing content? We’ve built some key features into CoSchedule that can help. Let’s take a look.
Before you start, you’d probably like to know which content has done well for you in the past. Top Content Reports make it easy to see which content has received the most social shares.
An easy way to repurpose content is to reshare it on social media. ReQueue automates that process by allowing you to group posts into categories and set them on an automated resharing schedule.
If you’ve got one core piece of content like we’ve described, that means you’ll need a project management tool to map out your production process for each additional piece you’ll break it into. With Marketing Campaigns in CoSchedule, you can create multiple related projects and filter out the rest of your content calendar, showing you only the pieces associated with your overall project. This makes it easy to manage the entire content creation process from idea to execution.
Here’s the complete calendar (notice the teal line, which is a Marketing Campaign):
If we click within a given project, we’re then given a filtered view, showing us every individual piece of content related to that broader project:
This is useful for tracking your progress and deadlines on every piece of content you’ll be spinning off from your primary post.
Content repurposing can be a complex process, and we’ve covered a lot of ground in this post. To make getting your team on board simple, we’ve created this detailed infographic you can share and keep on hand. It goes through the entire process, from start to finish:
Now that we’ve walked through an end-to-end process for repurposing content, we’ll hand it over to you. What’s your top tip you’d add?
This post was originally published on March 6, 2017. It was updated and republished on Aug. 21, 2017.
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