Or, Everything You Need to Know About Repurposing Content That Buzzfeed Hasn’t Seen Yet
Today’s guest post is from Yael Kochman, marketing manager at Roojoom – the content marketing platform that lets you connect and publish pieces of content into an engaging story. Research by Chloe Sehati.
Repurposing is the reincarnation tool of the marketing world; it’s the recycling of your hard work; it’s the key to productive production; it’s the ultimate method for mass outreach. Repurposed content is a reminder of the VALUE of your past ideas and the FUEL for your present ones, which is why it’s so powerful… And most importantly, repurposing content is why your hard work will never go to waste.
However, here’s the catch: to repurpose your content successfully, you need the right tools. Below you’ll find a broken-down guide with everything you need to know about repurposing your content, reaching out to larger, more diverse audiences, and why this tool is so valuable.
1) What does Repurposing Content mean?
Repurposing content is the changing of a work’s format and/or intended audience. Changing a work’s format, or medium, could be like reworking one of your Facebook posts in a Twitter post; changing the intended audience could be changing the words in an article for people in marketing to match the vocabulary used in a different field. Repurposing content is also taking a previously used idea or article and using it to support or be a part of a new idea or article.
Repurposing content, however, is not to be confused with revamping content. Revamping content is using an idea or piece of content again for the same purpose, whereas repurposing content is changed the entire purpose of an idea or piece of content.
Also, repurposing is often confused with republishing; yet, in repurposing, rather than reposting a previous post and being repetitive, you’re bringing elements of it back in a fresh piece of content.
2) Why and How Repurposing Will Benefit You & Your Audience
Repurposing content, in a nutshell, lets you “create less, promote more,” as Salma Jafri explains in her article “Repurposing Content: Top Benefits, Techniques & Tools.” By reusing your ideas to fuel your new ones, you’re able to do more with less. Doing this also adds value to your past content in a fresh, recent piece of content.
Also, keep in mind that since everyone is different, it means that they’ll also consume information in different ways, from different sources, and from different kinds of mediums (See part 4). Everyone in your audience, like you and I, has his or her more preferred form of media. Repurposing your content through different mediums allows your audience to see the same things in different ways, and this also gives your information several different perspectives. These perspectives also help you reevaluate your own content and come up with more ideas!
3) Collaboration to Repurpose Content
Another tool that comes hand-in-hand with repurposing your content is collaboration. “Everyone’s a marketer these days,” notes Kat Liendgens in her article “Five Benefits of Content Repurposing.” In other words, Kat recognizes the rising importance of content marketing, which means that collaboration between yourself and other marketers is an excellent way to give yourself a bigger name in the marketing world, while also helping other marketers. Whether collaboration comes in the form of repurposing your content with another part of the marketing world, or mentioning an idea from an outside force that supports your content, this will only benefit you and your readers.
4) 23 Tools to Repurpose Your Content
Believe it or not, you’ve most likely been repurposing your content daily– from sharing similar content on different social media sites, your website, or even your blog, you’re already reaching out to more people and extending your personal audience.
Short-form content (ie, Twitter) has its value of brevity, while long-form content (ie, articles or white papers) has its separate purposes of specificity; just keep in mind that your content can slip into these different sizes and forms, and in each form, your content will serve a new purpose.
Keep in mind that visual content is extremely powerful in keeping your audience’s attention; this could be anything from photos to videos to diagrams, visual tools for your audience that supports your valuable content.
Here are 23 tools that will help you get to new audiences by repurposing content:
1. Scoop.it: Curation, if used correctly, will become creation.
2. Spundge: This online notebook is something you can use to bring together text, images, Slideshares, videos, and more, all into one post.
3. Medium: A blog publishing platform that let’s you blog where other people are already coming to read.
4. Slideshare: made a deck for a meeting or a speaking event? Why not upload it to Slideshare to get more people to see it? You may need to rearrange it, but hey—that’s what re-purposing is all about!
5. Roojoom: A content marketing platform to create and curate content easily. Simply re-organize your content into a Roojoom, add your insights, and engage readers with a virtual story. This is great way to create a new story from existing content.
6. Press releases: News distribution sites help you push your content to other blogs and news platforms. To increase chances of your story being picked up, edit it to make it news-worthy.
7. BlogsRelease: Like a press release platform, but for bloggers. You’d be surprised how much quality traffic you can get by reaching out to relevant blogs!
8. Tribber: Join a “Tribe” and syndicate your blog to have relevant people get to your content.
9. YouTube: Upload a video of you speaking at an event, broadcast a company event, or upload a meeting. This is a great way to repurpose content from live events.
10. Visual.ly: made an infographic for your blog? Upload it to Visual.ly to get more exposure.
11. Social media: As long as you are not copying and pasting content and instead writing a customized post for each platform, you are in fact repurposing content.
12. Podcasts: Digital way to create series, whether it through be audio, video, ePub, or PDF
13. eBooks: Electronic books that could contain a compilation of your content, or detailed versions of your content. There are dozens of tools out there to help you design and publish your eBook, but to make it good you need to invest time and effort.
14. iBooks Author: A free application that allows you to create eBooks for iPads.
15. Pinterest: If your content is visually engaging, you could curate it together to make amazing Pinterest boards that would drive traffic back to your website.
16. Multi-Authors blogs: search for multi-authors blogs relevant to your topic and apply as an author. You can then edit some of your posts and repost there or simply write new posts about your daily experiences.
17. Share as image. Got something important to say but it gets lost in the see of text out there? Use this cool tool to turn the doll text into an engaging image and post to Instagram, Pinterest and other social networks.
18. Webinars: Got great content? Why not schedule a webinar and invite people to listen in. If your audience is local you can also set up a live event.
19. Forums/ group discussions: Do you participate in any online forums and group discussions related to your blog’s topic? If so, you can repurpose those into insightful posts. Don’t forget to add credit when needed.
20. Bubble.us: Just came out from a meeting? Take the discussion and repurpose it into a mind map. You can send it as a follow up to meeting participants and also post to social networks. It might even inspire your next blog post!
21. Product reviews: Are you using any tools on a daily basis, tools that might be relevant to your readers too? Why not review them or make a list of recommendations for products you’ve tested.
22. List.ly: This is the place to share lists online, just like the list I am writing right now. Bare with me a second as I go put it on List.ly…
23. Interviews: Great way to talk about the “behind the scenes” elements of your company. Since you’re probably doing interviews with different team members anyway, why not turn them into Podcast?
Check out Roomjoom’s platfom in action with this guide to repurposing content with great articles about how to repurpose content (so meta!)
Also, check out this article in Outbrain’s resource center for 6 more tips on how to repurpose content.
What is your experience in repurposing content? Are you using any cool tools? Please let us know in the comments below!