How to Repurpose Your Content

So, you put together a really cool 10-page whitepaper that took a ton of research and time… What comes next? Well, hats off to you—that is no easy feat! If your anything like me, it’s frustrating to think it might not get the attention it deserves. One key step I’ve found is to make a repurposing plan to help make the most of your content and reach as many customers as possible! Below are some ideas on how you can start repurposing your content.

Write Social Posts to Help Promote the Content

If you’re passing your content on to another team member who might not be as familiar with the content as you, help them out and write down some social posts for them to help promote the piece. Your LinkedIn and Facebook posts can be a bit lengthier and offer more details than your 140-character Twitter posts, but you don’t have to include an essay. Pick out some of the big buzzwords or topics and include them in your social posts. You could also identify some of the key topics in the content to pass along to help them select appropriate images or tags for their social posts.

Turn it into a Blog

Reuse some of the research or content that you’ve already put together and turn it into a blog. Say that your 10-page white paper was about the benefits of content marketing. A good way to reuse that white paper is to identify the top 3-5 benefits you found in your research and highlight them in a list (think “Top 3 Benefits of Content Marketing” or “5 Ways Content Marketing Can Help”). Of course, your blog won’t be as in-depth as your original white paper, but it can give readers a little taste of the topic you researched. From the blog, you can point people to the original white paper you put together for more reading. The blog will also give you another opportunity to talk about the topic on social media!

Chop it Up into Smaller Pieces

Not everyone is going to want to read a 10-page white paper. That’s okay—your research and content is not lost! They would probably find value in the topic, but just don’t want to dedicate that much time in one sitting. Help them out and chop up some of the key points of your white paper into mini white papers/articles that are a little bit easier to swallow in one bite. Identify some of the most interesting topics within your original white paper and split them into individual topics. You might have to do a small amount of re-writing to avoid having the individual topics sound too choppy, but most of your work has already been done. Of course, you can share the mini white papers/articles socially, but another idea might be to use them in a multi-email campaign. Each email could feature one of your newly chopped mini white papers. You could also tease and gate your original white paper throughout the campaign for people that enjoyed the sample you already gave them.

Make Some Videos

Similar to chopping your white paper up into smaller white papers/articles, you could use that main topics and make short video segments. This works especially well if there’s anything you can demo or walk through. Event better if you have someone talented enough on camera to walk through the topics that are important. A long white paper isn’t for everyone, which is why short clips can help reach more people. If you don’t have an expert who wants to be in front of the camera, videos can also be effective if you just give a short audio presentation. Have a couple slides and images prepared to go with your topics and just tell people about some of those main points that you wrote about. Of course, you can share those videos on social media too J The videos don’t have to be lengthy or overly produced—you’re just providing people with another way to consume your topic!

Create Something Pretty

Try turning some of your content into an infographic or another more designed piece that can be shared! People love lists and tips and tricks, which happen to look pretty great on a one page infographic. If your design skills are a little more introductory, there are lots of great, pretty cheap templates you can buy that can give you a good starting point to work from. Try to match the colors and the fonts to your brand’s style as much as possible. Infographics make great additions to emails and social media as well, so the time you put into the infographic will certainly be worth it!

You worked hard to put together all this content—now go… start repurposing the excellent content you’re building to take it even further!