Your content isn’t “one and achieved” when published.
You’ve spent a lot time growing that piece of content. So it makes sense to get as a great deal mileage as you can out of every piece you create.
How do you do this? Content repurposing.
on this publish, you’ll learn the following:
content material repurposing is while you discover a new use for all or parts of your existing content material. It normally entails changing up the layout of the content material, e.G., from a video to a weblog put up.
right here are three motives why you should repurpose your content material:
1. It’s green
You don’t constantly have to create every piece of content from scratch. Not simplest is it time-eating, however it also makes it difficult to scale up your content material advent.
alternatively, take benefit of what you’ve already created. You’ve positioned in the difficult work to create that piece of content, so make full use of it.
Remix and reformat it for unique channels.
2. It lets in you to reach audiences who prefer distinct formats
all of us have one-of-a-kind tastes.
There are a few folks that choose analyzing. Others decide upon looking, whilst the relaxation decide on listening.
converting your content material into unique codecs permits you to attain these distinct sets of audiences.
3. It offers your present content material a new rent of life
In 2017, we posted this put up on how lengthy it takes to rank on Google. Years later, we turned it into a Twitter thread:
in case you’re doing purchaser search engine optimization, new customers will in all likelihood ask you this question:
“How long until my website/page ranks on pinnacle of Google?“
the usual reaction: it depends.
however is there a better solution?
We did a study in 2017 to discover.
A thread 👇
— Ahrefs (@ahrefs) October 1, 2019
We didn’t rerun the study. Neither did we update nor refresh the content. Nothing turned into modified. However it regained new existence when it turned into changed into a Twitter thread.
content material discovery is a perpetual problem. If your posts are not ranking on Google, the possibilities of them being “rediscovered” are low. But they’re probable nevertheless correct portions of content material. They’re just below-observed.
So while you turn your content material into new formats on different platforms, you assist other human beings rediscover your older content material.
there’s no “one piece of content material” you should repurpose. It subsequently depends for your desires and strategy.
but, content material repurposing does require a few paintings. It’s now not a one-to-one conversion—you have to count on to perform a little rewriting or enhancing so that the content material suits the new format and platform.
professional “repurposers” like GaryVee have a group in the back of them. They’re not going about it alone. That also approach that if you are doing it on my own, you will now not be able to repurpose every single piece of content material.
Translation: You need to prioritize.
a good way to do this is to study what the platform needs and repurpose content material in particular for it. As an instance, suppose you need to repurpose one among your weblog posts right into a YouTube video.
as opposed to selecting at will, find out what subjects people are looking for on YouTube. Then locate the first-class-suit weblog put up for that topic and repurpose it for this reason. We’ll cross into extra element on how to achieve this shortly.
rather, you can absolutely find your first-rate-acting portions and repurpose them. In spite of everything, in the event that they’re doing properly on one channel, there is a better probability they’ll also do well on any other.
this could be as easy as seeing which of your movies on YouTube have the most perspectives:
you can also enter your internet site into Ahrefs’ web page Explorer and go to the pinnacle pages report to look which of your pages get the most search traffic:
content material repurposing ideas
ready to repurpose your content material? Right here are some thoughts you can do not forget:
1. Turn your weblog submit right into a video (and vice versa)
We regularly try this at Ahrefs. As an instance, our blog publish on influencer advertising and marketing became repurposed right into a video.
As referred to in advance, this is not executed randomly. To discern out which content material we need to repurpose, we first find out which topics human beings are searching for. Here’s how we do it for YouTube:
- visit Ahrefs’ key phrases Explorer
- choose YouTube
- enter a few applicable key phrases (e.G., seo, advertising, and many others)
- go to the Matching phrases report
Eyeball the record and notice if there are any topics that in shape an present blog put up you have got. As an instance, we can see that the time period “influencer advertising and marketing” receives round 1,500 month-to-month searches on YouTube—precisely the purpose why we repurposed the blog submit into a video.
in case you’re doing it the alternative way round—turning a video right into a blog post—then comply with the same steps however switch the search engine to Google.
Likewise, look through the record and see if there are any topics that healthy an current video.
2. Repurpose your motion pictures into a path
most of your content material is probably posted chronologically. But chronology isn’t always a first-rate manner to devour content material.
So why now not organize portions of content material in a logical manner and turn them right into a path?
as an instance, our seo education path is a sequence of YouTube movies neatly arranged into more than one modules.
Likewise, our “a way to use Ahrefs” course is made up of in-app tutorials that exist already inside our reports.
How do you already know what publications to create? Here’s how:
- go to Ahrefs’ keywords Explorer
- input a few applicable key phrases (e.G., search engine optimization, advertising, and so forth)
- visit the Matching terms file
- within the include box, input terms like “path,” “academy,” “training,” and many others
- pick Any word
leaf through the report and spot if there are any guides you can create by repurposing your content material.
3. Flip your blog posts into a book
What’s the written version of a route? A ebook!
Likewise, you may assemble and organize your blog posts and flip them into a e-book. This could stay on your website online definitely as an e-book. Or you could even go big and publish it as an real paperback.
that is what CoSchedule did.
the problem, but, is that e-book discovery has no longer kept up with the times. So even after repurposing, you’ll want to sell your e-book.
One way to do that is to locate sites that collate lists of the nice books to your niche and get your book stated.
right here’s how to locate these web sites:
- visit Ahrefs’ content material Explorer
- search for “best [topic] books”
- Set the live/broken filter out to stay best (you need to be blanketed, so the web page needs to be live)
- test One page consistent with area (you don’t want to attain out to the same website greater than once)
- kind the effects by using page visitors to prioritize your efforts
undergo the listing and notice if your book is a great suit for any of these pages.
four. Turn your motion pictures into multiple short-form movies
With the recognition of TikTok, short-form films are a rising format. Even YouTube is getting into on the sport with #shorts.
when you have an current video, it makes perfect feel to divide and flip it into multiple shorter movies. You can then republish them on facebook, LinkedIn, Twitter, Instagram Reels, or whilst YouTube shorts or TikTok motion pictures.
for instance, this 1 ½ minute video on Twitter become firstly part of an extended YouTube video we posted.
5. Turn your weblog posts into visitor posts
We spend pretty a chunk of time getting to know each blog publish. A few posts are so comprehensive that they span a few chapters:
each bankruptcy can without difficulty be a blog publish on its personal.
So right here’s the idea: Why now not flip each of these chapters into a visitor publish for different web sites? Not only is it efficient—you’ve finished the studies in the end—but you furthermore mght get extra publicity, referral traffic and, higher, a hyperlink back to your very own website online. (And links are an critical ranking factor for ranking higher on Google.)
We name this idea the “Splintering technique”:
- Write an top notch, targeted piece of content for your blog
- smash it into “splinters” and put up every one as a visitor article to some other blog
you may even move similarly by changing the angle for each topic. For example, chapter 2 on “how to build hyperlinks” can easily be converted into more than one blog posts:
- the way to construct hyperlinks for startups
- the way to build links for nonprofits
- a way to build links for ecommerce businesses
- how to build hyperlinks for nearby groups
And so on.
We time period this the “perspective approach”:
This idea isn’t “new.” It’s used substantially within the world of book publishing. See, as an instance, the books written by using commercial enterprise guru Eliyahu Goldratt:
It’s essentially Eliyahu’s well-known principle of Constraints version implemented to exclusive perspectives.
With a gaggle of content you can “splinter” off, how do you locate web sites you can pitch to? Right here’s how:
- go to Ahrefs’ content material Explorer
- look for phrases applicable on your area of interest (e.G., keto)
Then, set these filters:
- check One web page per domain
- test Exclude subdomains
- test Exclude homepages
- Set stay/damaged filter to simplest live
- Language clear out to English (or language you write in)
If the list is still too massive to manage, you may set extra filters (e.G., area score) to slim it down to the excellent web sites.
since those sites cover topics similar to yours, they’re in all likelihood to simply accept your guest post pitch. locate the website owner’s or editor’s electronic mail, reach out, and pitch them your topics.
6. Flip your weblog submit into Twitter threads
each time we post a publish, we encourage every character writer to repurpose their content material right into a Twitter thread.
if you’re looking to solve key-word cannibalization, you is probably cutting off your nostril to spite your face. 🔪👃😱
right here’s why.
— Joshua Hardwick (@JoshuaCHardwick) December 8, 2021
Google claims that it uses name tags ~87% of the time after the most recent updates.
nicely, we analyzed 953,276 pages and were given a far decrease 66.6% in shape charge 😈
— Michal p.Cánek (@michalpecanek) November sixteen, 2021
As you can see, they get a ton of traction.
you may flip the entire blog put up or parts of it into a thread. As an example, this thread is from a section of our weblog submit on technical search engine optimization:
one of the hardest things for SEOs is prioritization. There are a number of satisfactory practices, however a few modifications can have greater of an impact on your rankings and visitors than others.
right here are a few technical search engine optimization short wins 🧵
— Ahrefs (@ahrefs) September 13, 2021
Don’t restrict yourself to blog posts. Motion pictures, podcasts, and many others.,—they’re all Twitter thread-worthy material.
Ahrefs simply crossed $100M ARR being bootstrapped — I talked to their CMO for 1 hour — right here are the 13 motives for their fulfillment (#10 surprised me)
— Guillaume Moubeche (@GuillaumeMbh) January 25, 2022
How do you write a great thread? Allow’s get meta and examine from creators on Twitter themselves:
Twitter threads are the brand new blogs.
over the past five weeks, I’ve 32x my Twitter following posting a thread a day.
those 15 learnings will assist your threads move viral 🧵
— Alex Garcia 🔍 (@alexgarcia_atx) may also 6, 2021
7. Turn blog posts/videos/current content material into Quora answers
a few years in the past, I started out actively answering questions about Quora. In the method, I’ve gained over a million perspectives.
but most of my answers had been no longer generated from scratch. Alternatively, I repurposed them from our present content.
How do you discover the right questions to reply? Here’s how:
- enter quora.Com into Ahrefs’ web page Explorer
- visit the top pages file
- in the include field, enter subjects applicable to your content material
You’ll see a listing of questions which are actually ranking on Google. So with the aid of answering those questions, you could get site visitors from each Google and Quora.
pick out those who you may repurpose content for and answer them.
eight. Flip your content material into Reddit posts
marketers have a tendency to bypass out on Reddit due to the community’s severe hatred for something promotional. But Reddit remains a social network—and social networks need content material to thrive.
meaning entrepreneurs are welcome, as long as the content material they put up is beneficial and valuable.
One way to do that is to submit a tl;dr model of your content material and strip away all internal and outside hyperlinks. Handiest at the cease of your put up do you go away a hyperlink returned in your unique piece of content material.
That’s what our leader advertising and marketing officer, Tim Soulo, lately did on the r/bigseo subreddit.
With 74 upvotes and a Silver award, it become quite nicely received.
advocated studying: Reddit advertising: the way to Self sell on Reddit and Get more visitors
nine. Reuse bits and pieces of your present content as social media posts
At Ahrefs, we like to create custom photos that illustrate positive principles in our content. No longer pretty, we additionally repurpose them on our social media money owed:
content material can turn out to be previous. While that happens, you’ll have to update your content.
Do you update the whole lot? No, specifically when you have hundreds of blog posts like us. As an alternative, you’ll should prioritize. Do that with the aid of following this flowchart 👇 %.Twitter.Com/g7yejRgKOg
— Ahrefs (@ahrefs) January 10, 2022
go through your content material. Every tip, idea, answer, lesson, custom image, or takeaway in your content can be extracted and reused as a standalone publish on social media.
Don’t waste it.
very last thoughts
most of the people repurpose their content after it has been posted. However content repurposing, like content advertising, has to be baked into the advent method.
For content merchandising, meaning considering how you want to promote your content earlier than you begin creating it. Likewise, for content repurposing, you need to reflect onconsideration on the way you want to repurpose your content before you create it.
Then, at the same time as you’re growing the content material, you’re also repurposing it on the same time. That way, it’s now not a mad dash after publication. As a substitute, your repurposed content may be released collectively with your posted content material—and help distribute it further.
Ryan McCready, head of content material advertising and marketing at basis Inc., calls this “energetic repurposing.” I endorse reading this post to look how he places it into motion.
Any questions or feedback about content material repurposing? Allow me recognize on Twitter.