70+ Top Ways to Repurpose Content
Here are over 70 different ways to repurpose your content. Download the full list as a cheatsheet so you have it to refer back to:
No doubt you’re already doing some of them.
Others you’ve probably heard of but haven’t yet incorporated.
Others likely represent brand new opportunities...
While some won’t fit every type of business, those that fit yours can deliver significant benefits once put into action, putting you in front of audiences you wouldn’t otherwise reach.
Speaking of which, just so we’re clear…
What Exactly Are the Benefits of Repurposing Content?
Most businesses are publishing content through a blog, with some social sharing tagged on.
If that’s you, there’s nothing wrong with that strategy per se… except you’re leaving much of the benefit from creating that content still on the table.
With repurposing, you multiply the benefits over and over.
“Why is multi-channel marketing important? Because you need to be in all the places where your customers are searching for information and help them find it.”
— Michael Brenner, Marketing Insider Group
Rather than regarding your latest blog post as the finished article, see it as the seed content that can grow into a huge network of other content that spreads around the web.
Of course, it requires some adaptation for each new environment to suit the audience you find there, and the format of content required.
But it’s a lot quicker than creating the original, and can be easily delegated.
As you start to repurpose content, publishing across multiple different platforms, that content can still be generating traffic, leads and other benefits for your business years from now.
And with growing audiences on those platforms — fed by your regular content — the impact is amplified over time.
So let’s look at the multitude of ways in which you can repurpose content — prepare to be inspired!
For each, I’ve suggested three types of content that can be repurposed into the suggested format.
70+ Ways to Repurpose Content
Repurposing Content on Your Blog or Website
Unlike public platforms, when you publish content on your own blog or website, it’s an environment you fully control.
For many businesses, including my own, it provides the original content for most of your repurposing activities.
1. Blog Post
The blog post is what I personally use as my seed content — it’s what eventually grows into a whole network of repurposed content across the web.
As you’ll see from this list, it’s one of the easiest types of content to repurpose into other forms, like these:
Another benefit I get is this.
While repurposing an original blog post into something else — such as a story here on Medium — I nearly always see ways in which to improve the original.
That improves rankings by adding more value to the post for visitors.
Your seed content doesn’t have to come from a blog, of course.
With that in mind, what types of content can be repurposed into a blog post?
- A podcast episode
- The latest video on your YouTube channel
- A whitepaper
2. Customer support response
Repurpose content from say a blog post or FAQs on your site as potential responses your customer support team can use for common queries.
This might be copied and pasted into email responses, or used as reference or training materials for handling incoming phone calls.
What types of content can be repurposed as a customer support response?
- An autoresponder email message
- A customer FAQ
- An answer on Quora
3. Customer FAQs
Speaking of FAQs…
Having a section of your website dedicated to the questions that customers and prospects most commonly ask means that visitors can get answers more quickly while at the same time cutting customer support workloads.
Here’s an example from Airbnb, or you can see other examples here:
Much of the content for an FAQs section can often be created by repurposing content you have elsewhere, such as:
- Answers on Quora
- Blog posts
- Responses to blog comments
4. Case study
Positive feedback received from customers can often be repurposed into case studies that you can then use as a powerful form of marketing.
Train your customer support team to look out for positive comments from customers or users that could be used as a testimonial.
A proportion of such customers will be willing to provide further information that allow fuller case studies to be developed, particularly if they receive some kind of reward for the additional time involved.
You may also be able to create case studies by repurposing internal data, such as:
- Information on how long it took to complete a requested service
- The amount of money you know was saved for a client
- Job completion photographs
What types of content can be repurposed into a case study?
- Internal data
- Survey responses
- A customer testimonial
5. Ebook
Use ebooks as powerful lead generation tools, such as by:
- Offering it as a lead magnet
- Incorporating opt-in opportunities inside the ebook, and adding it to Amazon for the Kindle
Amazon is not just one of the biggest content platforms, but also one of the largest search engines in the world.
“Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon.”
— Eric Schmidt, Google
Blog posts of a few thousand words are ideal for repurposing into ebook form.
Or related posts can be grouped together in a similar way.
This is most effective when planned in advance. For example:
- Decide on a valuable topic for your niche that could be covered via an ebook.
- Break down the topic into multiple sub-topics that could be covered by individual chapters.
- For each sub-topic, use your content calendar to plan a corresponding blog post.
Once all the blog posts have been published, compile them all together into ebook form.
Editing will still be required, but the bulk of the writing and the research will have already been done.
What types of content can you repurpose as an ebook?
- A whitepaper
- Blog posts, as just described
- Podcast episodes, approached in a similar way
6. RSS feed
Various types of content you create is likely to come with an RSS feed you can then use elsewhere, including for content repurposing.
You’ll find RSS feeds with content channels such as:
- Your blog — Wordpress creates one automatically for you, which you’ll find at /feed off your main website URL.
- YouTube — e.g. https://www.youtube.com/feeds/videos.xml?channel_id=[CHANNEL_ID]
- Medium —there’s more info on Medium feeds here.
One way to use your RSS feed is to submit to RSS submission sites (here’s a list) to attract a range of benefits including traffic and links.
What types of content are repurposed for you into an RSS feed?
- Medium stories
- YouTube channel
- Wordpress blog posts
Republishing Articles
7. Facebook Instant Articles
You can create long-form content on Facebook via their Instant Articles feature.
Because Facebook prefer to keep people on their platform, they encourage content that links internally.
As a result, by repurposing articles as Instant Articles, you can attract 52% more views.
You can also embed Email Newsletter Sign-Up Units to generate leads:
What types of content can be repurposed as a Facebook Instant Article?
- A blog post
- A chapter of a book
- A Medium story
8. LinkedIn article
Similarly, you can publish long-form content on LinkedIn via their article platform.
Benefits include:
- Increased visibility on search
- Lead generation
- Attracting more connections
What types of content can be repurposed as a LinkedIn article?
- A Medium story
- A video tutorial
- A blog post
9. Medium story
Medium is a top content channel, ideal for building an audience on via repurposed blog posts and other content.
Medium also has Publications, a kind of online magazine that lives within Medium’s ecosystem.
You can start from the bottom up, and create your own to start contributing to (and accepting contributions from others if you wish).
Or you can contribute to Publications that are already established, and in-so-doing potentially attract a lot more exposure for your content.
Or of course a mixture of the two.
What types of content can be repurposed as a Medium story?
- LinkedIn article
- Guest post
- Blog post
10. Guest post
By guest posting on other blogs, you get your content in front of other audiences who may otherwise never come across you.
You also get SEO benefits:
One way to approach guest blogging is to repurpose your existing content — such as an existing blog post — rewriting it to suit the requirements of the blog in question and to keep the original content unique.
While you may attract some additional short-term exposure, the real benefits come from:
- Long-term visibility via someone else’s blog, including on search
- The inbound links and traffic
- The authority and credibility it often affords
Finding blogs willing to publish your content can be time intensive in the beginning.
However, as you get established and published in more outlets, this eases.
What types of content can be repurposed as a guest post?
- A Quora answer
- A chapter of a book
- A blog post
11. Expert roundup post (contribution)
Making a contribution to an expert roundup post can be a quick but very powerful way to repurpose your content.
Such posts often get a lot of exposure, thanks to the contributing authors sharing the content to their (often significant) social media audiences.
However, you generally have to wait to be invited to contribute to one.
Alternatively, while it requires more legwork, you can create your own.
Choose a relevant topic, invite potential contributors, and compile their content (alongside your own potential contribution) into a coherent post.
Once published, invite them to share.
The post can then be further repurposed across multiple other channels, further boosting your own authority and credibility through the power of association.
What types of content can be repurposed as a roundup post contribution?
- Reddit post
- Blog post
- Quora answer
12. Tumblr post
Repurpose content as a post on the microblogging and social networking site, Tumblr.
Tumblr is a massive content platform (owned by Wordpress-owners, Automattic) with billions of posts, and largely appeals to under-25s in the US.
You attract followers on the platform, with your content appearing in their feeds when you publish.
Many businesses use it successfully, as outlined in Crello’s post here, which also shows you how to get started.
What types of content can be repurposed as a Tumblr post?
- Blog post
- Video content
- Infographic
13. Triberr
The idea with Triberr is that you join tribes that then support each other by helping to promote each other’s content.
You can join for free, with additional benefits for paid members.
BloggingWizard shares multiple tips on how to use it effectively.
What types of content can be be repurposed as content on Triberr?
- A story on Medium
- A blog post
- A LinkedIn article
14. BizSugar
BizSugar shows summary information for articles and other content relating to small businesses, linking through to the full content.
Users upvote content, increasing its visibility and helping to drive traffic, and also have the ability to comment.
So, if you create content — articles or videos — for a small business audience, repurpose that content by simply submitting it to them.
The site is US-based, run by a team based in Florida.
What types of content can be repurposed for submission to BizSugar?
- A Medium story
- A LinkedIn article
- A blog post
15. Business 2 Community
Business 2 Community is a growing website, currently one of the top eight thousand or so most popular sites in the world according to Alexa.
Content can be submitted for publication in a range of categories including:
- Sales and Marketing
- Business and Finance
- Digital and Social
- Tech and Gadgets
- Life and Entertainment
Content should be at least 300 words, and can include links, infographics and videos.
You need to apply first in order to contribute, which includes providing some writing samples, and it can take a while to hear back.
If you’re accepted, contribute regularly to keep the facility available.
What types of content can be repurposed for submission to Business 2 Community?
- A blog post
- A Medium story
- An article on LinkedIn
16. GrowthHackers
The focus on GrowthHackers is content related to fast-growing businesses — so user acquisition, product launches, engagement, ‘growth hacking’… really anything relating to driving growth.
Rather than the full article, you submit a title, description and a link.
Users are able to upvote content, as well as comment on it and share.
The more engagement you attract, the higher visibility you’ll achieve.
What types of content can be repurposed as content on Growth Hackers? As #15 above.
17. Hacker News
What can be posted on Hacker News? Apparently, “anything that gratifies one’s intellectual curiosity”.
Generally though, the focus is on computer science and entrepreneurship.
It’s not as straightforward though as just logging in, adding a link and leaving.
In some ways, it’s similar to Reddit in terms of its culture. You are expected to contribute rather than using it purely for self-promotion.
Like some other sites listed here, after posting a link, other users then upvote the content and add comments. Links are seen as sparks for conversation.
It can be used effectively, but it’s best to become familiar with the site and the culture before, say, posting a link back to your blog.
What types of content can be repurposed for Hacker News? As #15 above.
18. SocialMediaToday
If you create content related in some way to social media — such as content marketing, digital strategy or social marketing — then SocialMediaToday might be a good option.
However, this is more one for the future. While they have a prominent Write for us link, they are “not currently accepting any new contributor applications”.
If the site otherwise looks like a good potential match, check back with the site regularly in case that changes.
What types of content can be repurposed for SocialMediaToday? As #15 above.
19. Updating old blog posts
This has got to be one of the most effective ways to repurpose content.
By doing so, you can dramatically increase search rankings for content that may have otherwise been slipping down and out of site, replaced by newer, fresher content.
“51% of companies say updating old content has proven the most efficient tactic implemented”.
— SEMrush (source)
So add a regular activity to revive older posts and other content, and give it a new lease of life.
As well as your blog, also consider periodically updating content such as:
- Medium stories
- Quora answers
- LinkedIn articles
Repurpose as Images/Graphics
20. Infographic
Infographics attract 3x more shares and likes on social than other content.
In fact, over half of marketers use them in their marketing because they’re so effective.
With all the tools now available, you can also create them relatively easily.
For example, here’s one created using Canva:
Note that an infographic doesn’t have to contain lots of charts and data. Like the example above, it can just as easily show other types of information.
What types of content can be repurposed as an infographic?
- Quora answer
- Internal research
- Blog post
21. Gifographic
What’s a gifographic? Essentially, it’s an animated version of an infographic.
The example here is from trainedto.com:
What types of content can be repurposed as a gifographic? As #20 above.
Repurpose as Audio Content
22. Be interviewed
Podcasting is continuing to rise in popularity.
Spotify, for example, attracted 24% more subscribers and increased ad revenue by nearly a third within the space of just a year, after tripling the number of podcasts on offer.
But they can be time intensive to organize and run.
The good news is, you don’t have to in order to take advantage.
Podcast hosts are always looking for suitable guests to interview. Rather than approaching them directly, a couple of services designed to help include:
- MatchMaker.fm
- PodcastGuests.com
What types of content can be repurposed as a topic of interest as an interviewee?
- Webinar
- Whitepaper/guide/report
- Book
23. Audio podcast
But if you do want to run your own podcast…
I’ll look at video podcasts shortly, but podcasts are predominantly audio as it’s simply the most convenient format for listeners.
To record and publish your own podcast, use a platform such as:
- Anchor.fm
- Podbean
- Podomatic
What types of content can be repurposed as an audio podcast?
- Video podcast
- Webinar
- Blog post
24. Teleseminar
While no longer as popular a format as it once was, with webinars largely taking over, teleseminars are still used successfully in many markets.
There’s no visual presentation — instead, participants call a number and listen in, and are potentially able to contribute too if invited.
Platforms include the following:
- EzTalks
- OnConference
- Instant Teleseminar
What types of content can be repurposed as a teleseminar?
- Podcast episode
- Webinar
- Book
Repurpose as Video Content
25. Live streaming video
“Armed with a smartphone and a social media account, anyone can be the director of their own live spectacular… Social media live streaming is dynamic, authentic and engaging… The best part is that you don’t need any special equipment or tools to tap into the world of self-broadcasting.”
— Stacey McLachlan, writing on Hootsuite.
Most major social media platforms now support live video, including:
- YouTube
It’s a good way to repurpose existing content and, because live video is so engaging, extract a lot more value out of it.
The live video itself can then also be repurposed elsewhere after the event.
What types of content can be repurposed as a live video?
- Teleseminar
- Live event
- Blog post
26. Video podcast
I’ve already referred to an audio podcast.
What if that were in video form too?
Many podcasters are now doing just that, skimming off the audio for the more traditional podcast format, including hosts like Lewis Howes and Joe Rogan.
The video can be distributed on YouTube, and repurposed in a variety of other ways.
What types of content can be repurposed as a video podcast?
- A chapter from a book
- A blog post
- A SlideShare presentation
27. Webinar
A webinar provides for an engaging experience for your audience via an educational and informative presentation.
Designed properly, they are valuable for both the attendee and the host.
Existing content can often be repurposed into a webinar format, extracting further value from that content.
To host a webinar, use a platform like:
- WebinarJam
- Livestorm
- GoToWebinar
What types of content can be repurposed as a webinar?
- A whitepaper/guide/report
- An email course
- A video tutorial
28. Videographic
A videographic, as you may have guessed, is essentially a cross between a video and an infographic.
You can create one using software such as Biteable — this is a shot of one of their templates/example videographics:
What types of content can be repurposed as a videographic?
- A blog post
- An infographic
- A gifographic
Repurpose as Presentation/Slideshow
29. SlideShare presentation
Many marketers don’t give SlideShare the attention it deserves .
It’s one of the top few hundred most popular websites in the world and attracts millions of visitors every month — and is easy to take advantage of through repurposing.
By uploading presentations to SlideShare:
- SlideShares are ranked on search like any other content, so you attract additional rankings for your keywords.
- Presentations can be embedded into other content, which helps engage visitors and boosts rankings.
- You grow visibility on SlideShare itself — as you use it more regularly, you can attract followers, amplifying future content.
- The presentations can in turn be repurposed into video, giving you visibility on YouTube — and attracting all the other benefits that come with video content.
What types of content can be repurposed as a slideshow for SlideShare?
- A video tutorial
- A blog post
- A webinar
Once you‘ve created a slideshow for SlideShare, you can repurpose it further by uploading to the following platforms too…
30. SlideServe
31. Scribd
32. Speaker Deck
33. AuthorStream
Repurpose on Forums/Q&A
34. Forum post
Most businesses focus on the predominant social media platforms — and completely forget about forums, which can still be a powerful source of quality, targeted traffic.
There are forums on a wide range of topics that potentially attract thousands of people who may have an interest in what you sell.
Because people go to forums to learn, they’re ideal for repurposing other informative content that you’ve already published on other channels.
How do you find suitable forums?
Search on Google for say ‘vbulletin’ (a popular piece of software for running forums) followed by a keyword for your niche — see the example above.
Some topic areas have a forum on a dedicated website. Or you may find the topic covered in a specific area within a larger forum.
You can also peruse Wikipedia’s list of forums.
Once you’ve found a forum or two that match your niche, start looking for opportunities to contribute and help people, including repurposing existing content.
What types of content can be repurposed in a forum?
- An answer on Quora
- A blog post
- A customer support response
35. Quora answer
Quora is a type of social platform predominantly focused on questions and answers.
The social elements include upvoting content (likes on other networks) and the ability to attract followers and build an audience.
Helping to answer questions gives you exposure not just on Quora itself (it attracts hundreds of millions of monthly visitors) but on search engines too — this is where around 60% of their traffic comes from.
And with repurposing, answering a question can literally take just a few minutes.
What types of content can be repurposed as a Quora answer?
- An answer from your customer FAQs
- A blog post
- A video tutorial
36. Reddit post
Reddit is a huge community-based site based on a forum-type format, seen by many as the front page of the internet:
- It has over a million subreddits — in other words, community areas focused on specific topics.
- It’s one of the top twenty most popular sites worldwide — and one of the top ten in the United States (Alexa). On both counts, that makes it bigger than Twitter.
However, you need to be careful how you approach it — Social Media Examiner have a useful post on how to use Reddit successfully.
What types of content can be repurposed onto Reddit?
- A Quora answer
- A customer support response
- A blog post
37. Blog comment
While leaving comments on other blogs doesn’t do much for SEO, it can nonetheless send you a healthy supply of traffic and leads.
Neil Patel for example found that:
- By leaving comments on related blogs, he not only attracted traffic, but also increased authority and influence.
- The most response came from longer comments that took more time and thought to compose, rather than short, relatively meaningless comments.
- The earlier he left a comment (following the blog post’s publication), the more traffic it generated.
- He also got both leads and traffic from guest posts he’d written by taking the time to respond to comments.
As well as immediate lead generation, you can build ad audiences and use retargeting ads to follow up with visitors arriving as a result of your comments.
How does this relate to content repurposing?
Quite often, you’ll find blog posts published in your industry that relate to other content you’ve created or had published.
Aspects of that content can be repurposed as a comment to add value to this other posts, potentially linking back to your own post for further information.
You might link via your name, or even a direct link within the comment itself, depending on the blog’s policies and the type of comment they tend to permit.
What types of content can be repurposed as a blog comment?
- An answer on Quora
- A social post
- A blog post
Repurpose as Courses/Tutorials
38. Video tutorial
Many blog posts are written as a ‘how-to’ type of post, which are ideal for repurposing into video tutorial format.
For example, you might want to repurpose it first into a slideshow presentation before recording your screen and walking the viewer through the information to create the video tutorial.
This has the advantage that you can further repurpose that slideshow, such as by publishing it on SlideShare (see #29 above).
Or where the information relates to how to do something offline — such as upgrading a computer —this can be recorded directly via a smartphone.
What types of content can be repurposed as a video tutorial?
- A customer FAQ
- A blog post
- A customer support response
39. Teachable
Teachable is an education platform that entrepreneurs can use to sell online courses and coaching services. They provide you with the web hosting, the payment processing, and the pool of potential customers to sell to.
It’s a big site, so far responsible for the sale of over $500 million worth of expertise to more than 18 million customers worldwide.
When you repurpose content you may have already created — in the form of blog posts and other content —you can create an additional revenue stream while also reaching additional audiences with your message.
What types of content can be repurposed as a Teachable course?
- A blog post
- A video tutorial series
- A book
In addition to Teachable, there are other similar sites that you can repurpose content to in a similar way, including:
40. Udemy
41. Skillshare
42. Guides.co
Repurpose Content Offline
43. Contributory chapter to a book
One of the most powerful ways to boost authority is of course to author a book.
I’ve already referred to creating an ebook above (see #5).
But a printed book confers a higher level of status and authority.
However, if writing a whole book sounds a little overwhelming, the next best option is to contribute a single chapter to a book instead.
You may be in an industry that offers this kind of opportunity, potentially co-writing alongside other authoritative figures in your space, usually under the guidance of an overall editor.
Sometimes this involves paying a fee to take part, in return getting the exposure and status lift that such an opportunity affords.
It may also become available via networking, or could be something you initiate yourself, inviting others to join you and building some powerful relationships in the process.
What types of content can be repurposed as a contributory chapter to a book?
- A whitepaper/guide/report
- A Teachable course
- A blog post
44. Book (printed)
Or of course, you could write the whole thing…
After all, a printed book that you’re the sole author of — or possibly a co-author alongside one other person — is one of the most powerful tools you can use for marketing purposes.
“Since publishing, my world has become a lot bigger really quickly. I’m reaching people who I didn’t think I could reach, and that’s allowed me to be much more selective about who I work with. Lately, I’ve actually slowed down on the speaking and media because I can’t handle all the business — I don’t know what to do with all the phone calls.”
— Doug Brackmann, author of Driven (quoted on Scribe)
See the ebook section above (#5) for information on how to approach this via repurposing .
By using repurposing strategically, writing a book may not be anywhere near as onerous a task as it may sound at first.
What types of content can be repurposed as a printed book?
- An ebook
- An email course
- Multiple related blog posts
45. Live event
Thinking of running a workshop, weekend event or seminar?
A lot of the content for such events can be created by repurposing content from say a book you’ve written, a course you sell on Teachable or a series of blog posts.
In fact, this is common practice.
Live audiences get additional value:
- By seeing and hearing the information being presented live.
- By hearing additional insights, more in-depth information, receiving handouts and so on.
- From the networking opportunities available at such events.
- From additional speakers.
What types of content can be repurposed as a live event?
- Multiple related blog posts
- A book
- A course on Teachable
46. Printed publication
We’ve already mentioned a printed book, but don’t forget other offline opportunities for repurposing content, such as in a printed magazine or newsletter.
As well as the exposure you get for your business, you can even get paid directly for your contribution — Smartblogger has a post on doing just that.
It’s unlikely you’d be able to submit content as-is that’s already published elsewhere, but it’s straightforward enough to rewrite existing content to suit.
What types of content can be repurposed for a printed publication?
- A chapter in an ebook
- An autoresponder message
- A blog post
Repurpose for Lead Generation and Nurturing
Email marketing remains a powerhouse of growth, with 80% of marketers reporting that email engagement is increasing.
One of the major reasons to repurpose content is because of the power it has to generate leads for your business, most of which will primarily be via email.
Research has shown that:
- Content marketing is 6 times more effective than traditional marketing for conversions, both for lead and sales generation.
- Content marketing costs 62% less than outbound marketing while producing 3x as many leads.
Repurposing content forms a vital part of the mix, reducing content creation costs and maximizing visibility across channels.
47. Email course
One potential lead magnet to help encourage leads onto your list is an email course, in other words, a set of emails delivered over time.
At the same time, such a course provides an opportunity to soft-sell your products and services, educating the subscriber on how you can help them.
As an example, within my own business I offer an eSeries on how to master blogging, providing them with a weekly strategy delivered via email.
What types of content can be repurposed into an email course?
- An ebook
- A video tutorial
- A series of blog posts
48. Autoresponder message
Setting up messages that go out on a schedule to new leads via autoresponder is a good way to build trust, grow your relationship and convert leads into customers.
To this end, your existing published content can be put into action.
For example, add a blog post or video link to an email, or even repurpose a blog post into an email as-is.
To ensure your autoresponder messages remain relevant, review and update them every 3–6 months.
What types of content can be repurposed into an autoresponder message?
- A video
- A blog post
- An answer on Quora
49. Email newsletter
In addition to email messages in an autoresponder, repurpose existing content for broadcast emails too.
Email newsletters are growing in popularity again because of their effectiveness for connecting with subscribers on your list, and growing open rates and deliverability.
As an example, with my own newsletter, I repurpose a blog post (linking back to the original), as well as including other content.
Here‘s a run through of some other examples of email newsletters, many of which repurpose content:
What types of content can be repurposed into an email newsletter?
- A video
- A book
- A blog post
50. High-relevance opt-in offer
As an environment you fully control, your blog should be optimized for lead generation.
One of the most powerful ways to do this is via a high-relevance opt-in offer.
Because you know exactly what the visitor is interested in when they visit a particular post, you can create a lead magnet directly attuned to that interest.
An easy way to do this is by repurposing the blog post itself into say a PDF download that contains the key information the visitor needs.
Or, after repurposing a post as a video, try offering the video as a lead magnet.
That same lead magnet can then be re-used elsewhere when you repurpose your post for other channels.
What types of content can be repurposed into a high-relevance opt-in offer?
- A blog post
- Video content
- Internal research
51. Whitepaper/guide/report
Speaking of lead magnets, another good option is to offer a whitepaper, guide or report.
Or, rather than requesting an email address, you could simply link to the resource from your website as additional value for the visitor.
Such a resource can easily be created by say repurposing an in-depth post.
is usually in PDF format, which can itself be then repurposed onto other sites such as Scribd (see #31 above) to further extend your online reach.
What types of content can be repurposed into a whitepaper, guide or report?
- A video
- Internal research or study
- A blog post
Repurpose as Social Media Posts
Repurpose your content across social media channels in order to:
- Attract visitors to your website
- Build authority, credibility and influence
- Connect with followers
This section covers some of the main types of post to social media platforms you can create. For most, share your content more than once.
52. LinkedIn personal post
Posts on LinkedIn tend to be more effective coming from personal rather than company profiles.
After all, people are looking to build relationships with other people.
But to cover both bases, try sharing posts from your company page through to your personal profile, or vice versa.
What types of content can be repurposed as a personal post on LinkedIn?
- An answer on Quora
- An article on LinkedIn
- A SlideShare presentation
53. LinkedIn Company Page post
As mentioned above, the most engagement will tend to come from your personal rather than Company Page profile.
So reshare any posts on your Company Page through your personal profile to maximize reach.
What types of content can be repurposed as a post on your LinkedIn Company Page?
- A blog post
- A video tutorial
- A Facebook post
54. LinkedIn Group post
LinkedIn Groups are a good way to get additional exposure for content, particular for Groups that are more active with an engaged community.
However, be sure to check the rules of the relevant Group first before posting.
What types of content can be repurposed as a post to a LinkedIn Group?
- A SlideShare presentation
- A blog post
- A Facebook Page post
55. Facebook personal post
It doesn’t suit all businesses but, depending on your followers and the appropriateness of your content for that audience, it may be appropriate to repurpose content by sharing it through your personal profile.
What types of content can be repurposed as a post on your personal Facebook timeline?
- A blog post
- A live event, such as posting a personalized video
- A video tutorial
56. Facebook Page post
Facebook’s organic reach is just a fraction of what it used to be, but posting to your Page regularly helps to keep it fresh and updated.
And of course such posts can be boosted to enhance your reach.
What types of content can be repurposed as a post on your Facebook Page?
- A live event, such as a short video
- An infographic
- A blog post
57. Facebook Group post
For relevant Facebook Groups, you may be able to add value by sharing your content with them.
Just check the Group’s rules first.
Aim to repurpose your information in a way that helps build relationships with others and adds value to the Group.
What types of content can be repurposed as a post to a Facebook Group?
- A video tutorial
- A blog post
- A presentation on SlideShare
58. Tweet
Content should generally be repurposed multiple times into Tweets, and there are various ways to approach it.
This story for example could be shared as 70+ separate Tweets going out over time, each focused on a different way to repurpose content.
Not all of your Tweets need link back to the original blog post, if that’s what you’re repurposing.
Some can simply repurpose the content as a text-based Tweet to add value for your audience and help to attract followers.
What types of content can be repurposed as a Tweet?
- An answer on Quora
- An infographic
- A blog post
59. Instagram post
Instagram tends to offer more engagement than Facebook, one reason why many marketers tend to prefer it.
But for those who are new to the platform, it‘s not always obvious how to use it effectively in terms of attracting traffic back to your website.
This article from Social Media Examiner outlines ways to share links on the platform, and may prove helpful.
What types of content can be repurposed as a post on Instagram?
- A live event, such as photo stills or short videos
- A Tweet
- A blog post
60. Pinterest post
Many marketers still overlook Pinterest, but with over 450 million monthly active users, it has more than the total for Snapchat and Twitter together.
Even better, two thirds of users head to Pinterest to find a service, product or idea they can trust.
Its users tend to be:
- Affluent
- Action takers
- 3x more likely to click on a service or product than from other platforms
What types of content can be repurposed as a post on Pinterest?
- A video
- An infographic
- A blog post, such as the feature or header image
61. Pinterest board
Repurpose longer content via a dedicated Pinterest board (here’s how to create one).
Take a SlideShare presentation for example. Post the individual slides as separate pins to a dedicated board.
For blog posts, try creating a board that reflects all the different images you have from a post.
There are also group boards available that invite contributions (here’s a list of several fairly generic boards).
As established boards with potentially thousands of followers, these can generate more traffic.
For best results though, aim to contribute to boards that are directly relevant to your intended audience.
What can be repurposed as a Pinterest board?
- A SlideShare presentation —pin the different slides
- A live event
- A blog post, pinning different images from the post
Paid Distribution
Organic strategies, while powerful, generally only get you so far. Use paid distribution too, repurposing content into ads to reach new audiences.
The following lists some of the main ad networks available.
62. LinkedIn
Get started advertising on LinkedIn by simply boosting a post — in effect, repurposing it as an ad — that shares content such as a post on your blog.
Generate leads from these ads by integrating opt-in offers into your posts (see #50 above for more information on high-relevance opt-in offers).
Or you could do the same with a LinkedIn post that points direct to a squeeze page for an opt-in offer, perhaps offering a report or video that may have been repurposed from elsewhere.
What types of content can you repurpose as a paid ad on LinkedIn?
- A high-relevance opt-in offer, offering a lead magnet direct via its own squeeze page to a targeted audience
- A whitepaper/guide/report, again via its own squeeze page
- A blog post that incorporates a high-relevance opt-in offer
Try taking the same approach with the following few options:
63. Facebook
See Facebook’s advertising options here.
64. Twitter
See Twitter’s advertising options here.
65. Tumblr
See Tumblr’s advertising options here.
66. Pinterest
See Pinterest’s advertising options here.
67. Nativo
Their ‘Native Article’ ad format is described as “the most effective… in digital media for driving engagement”.
It works by matching your content to relevant sites, and then formatting it so it’s consistent with the website it’s published on.
What types of content can be repurposed for Nativo? See #62 above.
68. Outbrain
Outbrain is a well-known advertising option, with content widgets showing recommended articles appearing on various popular sites.
It works by mixing sponsored links in with content on the publisher’s website.
Targeting options include lookalike audiences, retargeting, demographics and interests.
What types of content can be repurposed for Outbrain? See #62 above.
69. Taboola
Taboola works very similarly to Outbrain, with sponsored content recommendations mixed with internal links on the publishing websites.
What types of content can be repurposed for Taboola? See #62 above.
70. ZergNet
Zergnet adds content recommendations to your website, and in return you receiving traffic from other websites in their network doing the same thing.
What types of content can be repurposed for ZergNet? See #62 above.
71. Zemanta
Zemanta “empowers brands and agencies to buy advertising that is optimized for post-click engagement” with your content.
You buy traffic from their native ad exchanges, alongside their display and video networks.
What types of content can be repurposed for Zemanta? See #62 above.
Finally…
Alongside content marketing as a whole, content repurposing is most effective when done regularly and consistently for specific channels.
This is how your audiences on those channels, and thus your results over time, grow.
This story gives you over 70 opportunities for content repurposing, some of which you’ll already be familiar with, others less so.
To start with, just try picking one or two options from this list to add into your content marketing workflow.
Once mastered, then repeat the process with additional options — you’ll soon have a network of content that grows across the web each time you publish.
Make sure you to download this list as a free cheatsheet so you have it to refer back to:
Sincerely,
Steve Shaw
EverywhereMarketer
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