One of the most important concepts in the online marketing space is that everything is content.
If the local news crew does a feature story about you, that’s content. Create a video and post it on YouTube? That's content. If a client gives you 5 stars on Yelp, that’s content too.
Anything that someone can look at online, that has an effect on what people think of your business is content.
Your job is to shape that conversation. One way to do that is by putting your own content out there. And if you’re going to create content, you may as well do a little content repurposing so you get as much bang for the buck as you can.
But let’s not get it twisted, we’re not talking about cranking out a bunch of fluff just to fill up the Internet.
Different people digest the Internet in different ways. Repurposing your content allows you to be where more people are looking, with more of what they’re looking for, with a lot less effort.
So What is Content Repurposing?
It’s taking one piece of content and turning it into four, five or even six other pieces of content. Then pushing those new pieces of content out to other online platforms so you can direct people back to your website.
Let’s say you have this nice article you want to hang on your blog. The easiest way to repurpose that article is to turn it into a video. This used to take a whole lot of heavy lifting, but now we’ve got the benefit of technology on our side.
Two sites you may want to investigate are InVideo.com or Vidnami.com. Silly names. Great software.
Simply cut and paste your article into their software and the system spits out a video, complete with images, scenes and subtitles in less than 10 minutes. If you want to fiddle with it after that you can. But they’re pretty sweet right out of the box.
I use InVideo most of the time these days but I used Vidnami when I was putting together the Client Finder Course.If you want to give either of these a try use one my affiliate links: https://chriscarter.net/vidnami or https://chriscarter.net/invideo.
The Vidnami link will get you a 14 day free trial and the InVideo link gives you 50% of for life which is pretty sweet. InVideo also has a free for life tier so you can try either one of these platforms out without really having any skin in the game.
So now that you’ve got a video and an article, you’ve got options. Obviously, you’re going to slap your video on YouTube, but why stop there?
There are a ton of other video sharing sites you can use for content repurposing. Just Google video sharing sites and you’ll see what I mean.
Audio Repurposing: Podcast Without Being a Podcaster
You know what else you can do with a video? Pull out the audio and create a podcast.
I know that sounds like a bridge too far, but let’s get real. It’s not like you need to be a technical savant.
As your duly deputized Internet Sherpa, if you want to fire up a podcast so you can get more milage out of your content, I will take care of the geekery and get you over the hump.
Whether you do or not, is up to you. I just want to remove the technical hurdle so this form of content repurposing is open to you.
Repurposing with Social Media
So, you’ve got a banging article and a killer video. Your next step should be obvious.
Social media loves video. Facebook, Instagram video posts and stories. Twitter and of course TikTok.
You’ve got options.
You know what else social media loves? Images. Pictures. Photos.
Take that original blog article, chop it up into a few snippets, slap some cool images on them and push them out all over your social media as well.
Facebook, Instagram, Twitter, LinkedIn Pinterest. More bang for your buck.
Reblogging for Content Repurposing
You can get additional milage, even if you don’t chop up your original article.
Repost it to the different blogging sites that are out there :
- and More
Same content. Wider audience.
The Wrap Up
This has been a lot of what, without much of the why. I’ll dig more into the why in another article.
For now, just think of this way. Whether you like it or not, your company has an online profile and so does your local competition.
For a lot of your future customers, that’s all they get to go by. What you look like online in the various places you show up is their only point of reference.
You can actively shape your online profile or you can let it shape itself and see what you end up with.
Repurposing content is just one of the tools in the toolbox you can use to shape that conversation.
If you want to take a deeper dive into shaping what your business looks like to your future customers, just schedule a call so we can chew the fat a little.
Thanks for the attention. Talk to you next time.