The World’s Largest Webinar happened last Wednesday (#WLW14). Hosted by Hubspot, it featured three awesome leaders from today’s most powerful online platforms: Hubspot, Facebook, LinkedIN and Twitter. We at Express Writers were a part of the lucky 34,000 who attended. Our exclusive recap blog features our notes from the webinar.
During the webinar, Russ, Twitter’s speaker, spoke about some ingenious ways to get more mileage out of your web content. He basically described content as if you have “fundamental” pieces like blogs, ebooks, etc. These can be cut up and delivered in bite size pieces to your social media audience and go a LONG way.
How Do You Repurpose Web Content?
It’s pretty simple, really. It may seem a little daunting at first, but you will find yourself getting more bite size pieces of content quicker than ever before. In the following section, we will talk about the different ways in which you can repurpose your content and get more mileage out of one simple post! How nifty is that?
1. Use Your Email Campaigns. This is often a lost gold mine of information. Russ, Twitter speaker at #WLW14, shared some awesome tips regarding using email campaigns for Twitter. You might not realize it, but those emails can produce some amazing Twitter content! Here are a few ways you can use your email content in this fashion:
- Cut Up That Newsletter. Instead of telling people to click the link and read a longer blog, give them small pieces of information from your newsletter. You can fashion this by saying, “did you know?” or giving other information that your client base will appreciate.
- Send Out Tips All Day. An important aspect with Twitter is consistent interaction. Once a tweet has been made, it will be seen for a few minutes before being lost in the myriad of other tweets. Tweet out tips from your long newsletter or blog post. Those bullet points you love so dearly will help a lot when doing this!
Always remember TL;DR (Too long; didn’t read) when it comes to content and Twitter. The Twitter universe relies on short tidbits of info, not long drawn out opinions or news.
2. Cut Up E-Books Into Blogs. Give your blog copywriters your ebook — they can easily use that as fodder for more than 5-15 blogs, depending on the length and the topic areas covered in your company ebooks. The sub-sections of an ebook will make excellent blog postings and each post can end by encouraging people to pick up your ebook to learn more.
3. Re-share Older Blogs. SocialMediaToday often retweets blogs published on their site over a week ago. They re-purpose the blog by tweeting it many days after it was published. Consider doing this for your “older” blogs. In Internet-land, a few days old is very old and a week old blog is ancient. If you want to make sure your readers read a specific blog or blogs, retweet, retweet, retweet!
4. For Your Social Media, Get Someone Who Can Speak Social. It’s not easy to write those one-liners that go viral on Twitter – being concise, short and still impactful can be more difficult for some brains. A social media manager is a great investment. That is, someone who knows how to copy write for your social media. For example, a person can take your old blogs and give them a fresh new one-liner for a short Twitter message. These one-liners are what will bring in the Millennials and the Millennials are who will bring in the business for many companies.
5. Create a SlideShare. Many people love slideshows. It gives them the ability to learn bits of information at their speed and is always divided up nicely. This is a great way to highlight the most important parts of your content. This ensures that your readers will read what you want them to. Just make sure you don’t over share on a slide show. Professors did this to us in university and we all hated it, so don’t make their mistake.
6. Make a Whitepaper Post Out of Your Content. Do you want higher-ups to take notice of a content piece your company has published? Craft a Whitepaper. This may be a chance for you to hire a professional, but creating a Whitepaper for your business is a great way to publish content in a more professional setting. It will get you noticed from professional entities and they are more apt to take your company seriously if the content isn’t in blog format.
7. Turn that Long-winded Post Into A Handy Infographic. The Internet really has a hard time sticking with long posts, as we stated above. Millennials use that annoying semi-colon phrase (TL;DR) but it holds a lot of weight when it comes to constructing great online content. Infographics are very popular with many in the web community and are great if you are aiming to get your content viral, according to Quicksprout.com. Don’t worry, you can still write up that long-winded post! Infographics serve as a chance for you to highlight key points that readers might miss if they are reading the long version. These are easier to read for many people and you’ll find those people want more, in-depth information after reading one. (This is where that long-winded post comes in handy.)
8. Lights, Camera, Action: Make A Blog Post A Video Post! Video blogs and posts are all the rage right now. This is a chance to put a face and voice to the business. Videos make readers feel like they are getting a different, more personal experience when they see someone from your company sharing information via video blog (also known as a vlog). You can write up a script from your blog or select a specific aspect of your blog to define. A great example of this is Mashable’s blog series on the Heartbleed bug that affected a huge portion of the Internet. They wrote various articles on different aspects of the bug and attached a video at the bottom discussing what the bug was. This helped readers learn what the bug was without having to search through hundreds of articles. It is important to have someone who is comfortable being in front of the camera and speaking without notes. It needs to come across as natural. If you are afraid of the camera, don’t put yourself in front of it. Ask other employees or hire someone – an awkward presentation will chase viewers away pretty quickly.
9. Podcasts Are The Future. These handy audio tools are great for commuters or those who work data entry jobs. Many listen to a wide selection of podcasts and always look for new ones to learn about different topics. Some non-science folks find themselves listening to science podcasts while non-literature folks find themselves listening to literature podcasts. Podcasts vary in length and are generally broken up into a multi-week series. This will work perfectly to repurpose your blog post or article. Talk about one point in one podcast and unpack it with further detail than made available in your blog. For example, if we were to do a podcast on this topic, we would do one session focusing on the first, and possibly, second points and expound on them and then the following week we would do points three and four and so on. This will engage your reader base and provide some excellent, sharable resources. The same rule from point eight applies to this point, as well. Get someone who is comfortable talking into a microphone and being recorded. The less awkward the person sounds, the better.
10. Share Your Knowledge: Provide A Webinar. Webinars are excellent ways to repurpose your content and teach information to others. These are done in a class format and are easily viewed at any time. You can break your content down and share it in teachable moments. Use this as a way to share information with others in your field and help their knowledge base grow. This works particularly well for librarians or those who can’t travel to conferences. They are able to learn about one specific topic and focus on implementing that into their daily work. Webinars can also be done in a live format where you can have viewers ask questions and can interact with your client base. It is recommended that you field questions instead of letting them appear live without being checked. You never know when someone is going to play a little prank!
11. Don’t Leave the Leftovers To Rot. Don’t throw out those clips and snippets you took out of your video for the sake of length. Don’t let them gather dust and grow moldy. Utilize those leftovers. C.S. Lewis said that you could always tell the quality of a writer’s content by how full the wastebasket is; what he didn’t say is that “waste” can actually be put to good use. If you are unsure of how to use the leftovers, call a professional in and have them create different content from them. Put it in an infographic, in a slideshow; use it in a Whitepaper post, or as a point in your next blog post. The only time you need to leave content in the wastebasket is if it is really stinky, but you can usually find someone who can freshen it up.
12. Repurpose Your Content While You Are Still Writing It. While you are writing up your long content, how about Tweeting out a few tidbits or trying out smaller bits to see how well they work. This will help you see if the content you are crafting will work and if it doesn’t, you can change before making the huge commitment of writing it all and then publishing. This can save you a lot of time if you find you have to change your approach to your content strategy.
13. Take That Blog Post and Format It Every Which Way. Seriously, don’t ignore any format – you’ve got to catch them all! Every format will bring in a different type of reader and viewer. If you focus on one form of content only, you will only bring in a select few – you don’t want this. You want a diverse reader and client base because diversity will grow your business. Hubspot discusses the importance of using multiple formats for your content and points out that you will generate more leads for your company, therefore, increasing sales. If you find yourself struggling to adapt your content into multiple formats, ask others in your company if they are skilled with a particular format. You can also hire professionals to do things such as videos or making infographics. The money you put into multiple formats will be worth it. People love variety; the more you mix it up the better.
14. Stop Yakking About Yourself, Write About Others. Repurposing your own content might get a bit droll; consider having guest bloggers on your site and repurposing their material. You can utilize their writings for your site in other formats and can generate new leads if the person redirects their readers to your site. You can also gain inspiration from your competitors and repurpose lessons you’ve learned from them. However, we will say that if you repurpose something a competitor has done, it is important that you do so without plagiarizing. Plagiarism is awful, often illegal, always unethical, and you need to avoid it. If you find yourself plagiarizing your competition too much, scrap it.
15. Make It Pin-able. Pinterest is a social network that seems to be on the sideline of all the social network excitement, but it is becoming quite the contender in the social media marketing world. This is a great opportunity for you to not only reach out to a new demographic but to begin a marketing strategy many of your competitors aren’t thinking about yet. Craft your content into a pin-able format such as an infographic or photograph with a quote from your blog. By doing this, you can link the pin to your website so that pinners are able to follow the link to the source material. You can also set up your content in a format that allows people to do crafts, do a DIY project with your product or that promotes your product, and also gives them life hacks for basic every day projects. Pinterest is an easy way to share all of these on “boards” and doesn’t take up a whole Facebook feed. Go take a look at Pinterest and the way some companies are using it to see how your company can benefit from this social media format.
16. Cheesy Photo – Simple One-liner. We’ve all seen those cheesy stock photos with a quote over them and while we all joke about them, we like them. We also know that others like them and will share them. This is a great opportunity for you to highlight poignant quotes from your blog and create a shareable format this is easily shared on Facebook, Twitter, and Pinterest. This is a great way to cover your content on multiple sites and repurpose it for those multiple sites. If you don’t want to keep using stock photos, hire a photographer or take your own photos. Just make sure they are eye-catching; this is the only way these photos and quotes stand out on Facebook.
How Does Repurposing Content Benefit You?
The simple answer is that repurposing content saves you time spent on crafting content. Yes, you want to stay fresh but staying fresh does not mean publishing consistently new content. You can stay fresh with your content by reusing it in different formats and those “old” blogs can still be relevant in the “future.”
Here are a few ways repurposing your content will benefit your company:
1. It is Excellent For Your SEO Strategy. This is a simple concept to grasp. You utilized certain SEO practices with your original content and repurposing it gives you a chance to utilize those practices again. Repurposing will improve Google’s view of you and will bump your rankings right on up.
2. You Reach A Wider Audience. As we’ve said, repurposing brings in a lot of different clientele for your business, which is important to business growth. All of these different formats are difficult to maintain but repurposing your original content into the different formats will save you time and bring in a diverse reader base.
3. Repurposing Will Retain Clients and Generate New Leads. By repurposing your content, you are able to publish great content while also spending time by building relationships with your customers. Customers that have a relationship with a company will stay with that company for a long time. In addition, the consistent updates of repurposed content will generate buzz and bring in new readers and clients.