How To Repurpose Written Content to Reach 6x the Audience




Creating valuable evergreen content is hard. In fact, most entrepreneurs and online marketers don’t want the stress — so they outsource the workload to writers, who often don’t enjoy most aspects of it.

Technical topics that require a lot of research, custom images, and step-by-step demonstrations can become quite tedious and boring. It takes dedication, time, and commitment to creating content that will take the target audience from Point A to Point B.

Now, imagine how awful it’d seem if after spending so much time and resources on a blog post, you let it waste away in some archive folder—It doesn’t make sense.

The truth is that your best articles and blog posts can find a new life in an entirely different form. You can reincarnate it, vitalize it, and use the same idea (but in a new package) to entice, educate, and help your audience.

To simply put it: Repurpose the content.

Many businesses are leaning towards the method of generating “snackable” content. This chart from Curata explains it better:

Let me show you exactly how to repurpose your written content into an ebook, a video, a podcast, among many other formats.

1. Assemble your Popular Blog Posts into an Informative Ebook

I read ebooks, and the majority of online consumers enjoy them as well. Although, videos and podcasts are gaining grounds, the demand for ebooks is still increasing.

Interestingly, between 2010 – 2016, the sales of ebooks in the U.S. peaked in 2013, at 242 million units sold.

You may not sell your own ebooks, but you could use it to acquire leads and educate your ideal customers. According to Yaro Starak, founder of Entrepreneur-Journey, revealed that books were a key door opener to a lot of exposure for him.

Producing an ebook is an excellent way to give more information to your prospects and customers about a particular topic. However, a lot of required to nail a valuable ebook.

Right off the bat, you can tell whether or not the topic of your ebook will be well-received by your audience based on demand.

That being that case, it makes sense to give your popular posts a new life — since they have been consumed and enjoyed by your audience. If you’ve got some viral posts, then you’re ready for that “ebook.”

All you have to do is select your best posts, organize them so they’re easy to read and navigate, explore your idea in more details with pictures and data. Make it colorful, like you would a whitepaper.

By giving your readers more value in your ebook, you’ll win their hearts and turn them into paying customers.

2. Extract Data from your Content and Design an Infographic

People love infographics. So why not repurpose your written content into a well-designed and impactful infographic?

An Infographic is a way of exposing your content to more readers. Your website visitors are more likely to view visual content than written content no matter how interesting and engaging your writing may be.

A study revealed that 90% of information transmitted to the brain is visual and visuals are processed 60,000X faster in the brain than text.

Designing an infographic is an excellent way of making your viral written content more popular and lifting up your posts that performed poorly. An infographic is 30X more likely to be read than text-based content.

By designing and promoting infographics, KISSmetrics was able to generate 2,512,596 visitors and 41,142 backlinks from 3,741 unique domains. The truth is, you can generate more buzz to your old posts by making an infographic out of them.

3. Design Custom Visual Content to Share on Pinterest

With over 200 million monthly users, Pinterest is a great place to share your content. It’s especially vital if your content or product is tailored towards women.

According to The Wall Street Journal, approximately 71% of Pinterest’s 72.5 million users in 2014 – 2015 were women, and this trend is still prevalent today.

Pictures and videos can be pinned to Pinterest boards. This could be an infographic about your post or a video explaining your product or post. If these visuals are visually appealing, then more users will repin your content.

Using this Pinterest method can make your content easy to share and direct more traffic to your old posts. This can also drive more leads to your business because of its simple shareability.

4. Turn your Content into Slideshare Presentations

With 60 million monthly visits and over 73% of them coming from search, Slideshare presentations expose you to a broad audience and also search traffic.

The data above makes Slideshare one of the best avenues to repurpose, distribute, and promote your content (as a presentation). You can even embed the same slide presentation into your posts to improve its real and perceived value.

Even though you have written a great article or post, only a handful of your visitors will read it in its entirety. Why? Because an average human being has an attention span of 8 seconds.

Through Slideshare, you can simplify complex concepts and organize them into slides so that your target audience (prospects and customers) will understand, consume, and take the right steps in their ideal timeframe.

By repurposing written content into slide presentations; distributing them on Slideshare and embedding on their posts, Drift got 30,000 views and also earned a spot on the front page of Google for the search term “product marketing.”

Slideshare receives 500% more traffic from business owners than Facebook, Twitter, YouTube, and LinkedIn. Which is good for your business right?

5. Produce an Advanced Guide with Your Best Content

Creating an advanced guide has many benefits for your content. It gives your content an evergreen feel as most people want to learn from an advanced guide. It’s also a distillation of your most shared posts which helps your readers to learn about a broad topic, all in one place.

One thing an advanced guide does is give you a bigger reputation as an expert in your field. Neil Patel is one of the biggest content marketers online today. One of the contributors to his position today is his advanced guide for content marketing.

I was shocked when I discovered that Neil spent $30,000 to produce these advanced guides on popular internet marketing subjects. Yet, he gives the guides away for free.

Your articles may be buried in the archive, and no one is reading them — don’t give up on them.

Assemble closely-tied topics by designing custom graphics or hire a professional graphic designer.Include timely data, share case studies, and make some quality advanced guides. This will surely build your personal brand and drive thousands of traffic to your website.

6. Turn your Latest Post into a Podcast to Reach a New Audience

When you turn your post into a Podcast, it’s not about reading your post to your readers. It’s much more than that. You’re giving your post a human feel—an actual voice. This explores all aspects of your posts and how it can be beneficial to your listeners.

It’s a common strategy to make a Podcast with a thought leader on the topic you’re talking about. It can even be in form of an interview with such an expert where they share their views on that topic.

This will give your listeners another point of view by helping them connect better with your brand and message. It also makes them understand your post better as you can bring out the best of your conversational style on a Podcast.

A Podcast also allows you to reach a lot of users on the iOS platform as 70% of podcast listening happens through iTunes or the native iOS Podcasts app.

Online entrepreneur, Pat Flynn, has been able to build an online business majorly through podcasting. “Every week I’m getting emails from people who are telling me they found me through the podcast,” Flynn said.

Below is the picture of a survey on his blog:

Conclusion

A post on your site that had a heavy share value at one point should not be left to decay and collect dust in the archives. You can repurpose it today into another format different from the written content.

This will bring in more website traffic and expose your brand to a new audience as you distribute the repurposed content. You’ll reach new people who will benefit from your old content. After all, that should be your main focus through content marketing.