By Adam Enfroy
Everyone and their dog tells you about how important content marketing is. “You have to try it!” shouts someone from one corner of the room. “You won’t regret it!” shouts another.
You’re in between them, finding it difficult to discredit their claims.
One represents B2C marketers, of which 90% use content creation.
And one is B2B marketers, of which 91% use content creation.
But despite all of that shouting, does content marketing really work?
The short answer is, yes. The long answer is, if you do it right.
And the sad part is that a lot of companies aren’t doing it right. They’re creating content but their process for doing so is absurdly time consuming and the results they see are meager at best.
72% of B2B content creators top priority is to start creating more engaging content, 65% are trying to understand what type of content is effective and what kind isn’t, and — more for our purposes — 57% are trying to find better ways to repurpose the content they already have.
If only the marketers knew that the answer to the first two challenges lies in the third.
Yes. Repurposing content has the ability to make your content marketing strategies more effective and even more engaging.
Why does repurposing your content see better results than simply creating brand new content every day, week, or month?
Well, to answer that question, here are 9 examples of businesses that repurposed their content correctly and why you should too.
1. Codeless — From blog post to infographic.
The simplest way to repurpose content is to transform text into images and vice versa.
Simply pluck out the primary takeaways and put them in a share-worthy visual. Plus, repurposing infographics open up a whole new world of promotion on new platforms and don’t land you in duplicate content hot waters, either.
If you have a piece of content that is performing better than most of your other content, whether a video, blog post, infographic, or podcast, that means that people like it. So turn it into another type of content in the next couple months.
The best part is, once you change your content to a new format, you can promote it on new promotion channels. Infographics often drive a lot of traffic via Pinterest, with the life of a pin spanning one week.
Doing this takes out the guesswork you have when creating a new piece of content — Will your audience like it? Will they share it? Will it be worth your time to create it?
Simply go to Buzzsumo and use the free version or buy the paid version. Look up your website to discover which of your pieces of content are trending and then take note.
Use an infographic template tool and you’ll have a shiny new piece of content in 30 minutes.
This strategy helped ecommerce company Rhone grow sales to $80,000 without spending a dime on ads. Instead, they repurposed content for every single platform, saving both time and money while producing 10x their existing content.
2. Epic Content Marketing — From blog posts to book.
Joe Pulizzi is the founder of Content Marketing Institute, where he writes and curates phenomenal articles.
For anyone who’s serious about content marketing, CMI has become the hub for strategy.
When Joe Pulizzi decided that he wanted to write his book, Epic Content Marketing, he struggled with finding the time to write it.
He went back to his other blog posts he’d already written at Content Marketing Institute, collected the ones that seemed most appropriate, re-edited with a grammar tool for coherence, and put them in his book outline.
While there was still a decent amount of work to do on the editing side of things, within a short amount of time, Joe had his first draft.
Then, he simply ensured that the content flowed correctly throughout the whole book and the ideas were consistent.
After that, he published the wildly successful copy of Epic Content Marketing.
A lot of you are starting blogs and writing consistently.
If you could easily turn all of that content into cold hard cash, why wouldn’t you?
A book is a great way to do that.
3. Copyblogger — From blog post to slideshare.
Copyblogger, an authority on content marketing best practices created a particularly successful blog post titled, The 3-Step Journey of a Remarkable Piece of Content.
Remember, when you’re repurposing content, you don’t necessarily need to make the whole thing new. Simply take what you already have and present it in a new way. If you have a blog post, put it in a podcast. If you have Slideshare, put it in a blog post. If you have an infographic, put it in a social media post.
The point of repurposing content isn’t to recreate content. It’s to use the same content and put it under a different light to increase your online presence.
Perhaps the best part about this is that almost no one ever notices what you did. And if they do, they’ll probably just appreciate the reminder.
4. Ben Hardy — From blog post to Medium.
Ben Hardy, an avid blogger with a massive readership didn’t come across his success by simply posting content on his blog.
He did do that, but he did something else as well.
Recognizing the opportunity that Medium — the public blogging space — presented for building a following, Ben decided to take the same blog posts he has published on his website and throw them on Medium.
Within six month, Ben had grown his subscriber list from 0 to 20,000.
Sometimes, just publishing content on your website puts you at an unnecessary disadvantage. If your website doesn’t have the traction it needs to attract an audience, repurposing your content onto a website like Medium might just be the place that you get the traction you need.
If you can’t get the audience to come to you, then go to the audience.
Another place you can do this is on your LinkedIn blog. So long as you retain the rights to your content, you can publish it on as many public platforms as you like, drawing an audience and driving traffic to the place that it really counts: your website.
5. Internet Business Mastery — From blog post to podcast.
The hosts of the Internet Business Mastery podcast, Jeremy and Jason, both run their own blogs.
As an experiment, they decided to turn those blog posts into audio recordings. They kept it dead simple. They simply read the blog post that they had already written. Meaning that recording these podcasts took very little time on their part.
How did it work out?
Their podcast downloads increased by over 60%.
The reality is that some people want to listen, some people want to look, and some people want to read.
Repurposed content offers a variety of different ways for your audience to digest your content. And, in the end, that means a bigger audience.
Since every person is unique and each person learns in a different way, you’ll attract more people if you provide more options.
And it doesn’t take long to do since you’re just repurposing content that’s already created.
Repurposing content into a new podcast can definitely be worth it.
6. Matthew Woodward — From blog post to LinkedIn.
Similar to Ben Hardy who repurposed his website’s blog content on Medium, Matthew Woodward — authority on all things SEO — started throwing his blog posts on LinkedIn.
He started by repurposing his most popular blog posts.
Quickly, he gained over 300 new subscribers at a magnificent 76% conversion rate.
Pretty amazing, huh?
And the effort he put in was nothing compared to the results he saw.
The best part is that you can easily do the same thing with your Medium or LinkedIn blog. If your website isn’t getting the traffic it needs to be successful, go find that traffic and drive it your website with these two platforms.
7. Backlinko — From old blog post to new blog post.
SEO expert over at Backlinko, Brian Dean, recognizes the power of repurposing successful content.
And his methods for doing it are dead simple.
In 21 Actionable SEO Techniques You Can Use Right Now, Brian Dean discusses how he repurposed a piece of content and the remarkable impact that repurposing it had on his traffic.
Emil, a Brian Dean fanatic and implementer, applied the tactics learned on Backlinko. When he started to see success with his Google and Alexa ranking, he emailed Brian and told him about what had happened and how he had done it. (This is also a lesson in how to make cold email outreach actually work.)
Brian, of course, saw an opportunity for a case study.
But instead of create a case study as a brand new blog post, Brian added the case study to an old post, White Hat SEO Case Study: 348% More Organic Traffic in 7 Days.
He added some additional tips along with the case study, kept much of the original content, and retitled the piece, White Hat SEO Case Study: How To Get a #1 Ranking.
Well, after Brian updated the piece of content, he saw a 111.37% increase in organic traffic to that blog post.
This illustrates not only the power of repurposing content, but the power of always being on the lookout to do so. Simply re-launching old content makes cheap PR incredibly easy, giving you a built-in reason to do outreach to the people who’ve already shared or linked to it before.
All of that old content sitting on your website is marketing gold if you give it the due respect. Just add a few additional tips to it and update the piece.
This will also save you loads of time since you’re not grinding to create brand new content every week.
8. Moz — From video to transcription.
Master of SEO, Moz turns each of their Whiteboard Friday videos into transcription blog posts.
To show you what I mean, here’s the video from Paid Social for Content Marketing Launches – Whiteboard Friday.
And here’s the transcript.
Now you might be thinking, “Why would anyone want to read a transcription instead of watch the video?”
And you’re partly right. A lot of people won’t read the transcription, they’ll simply watch the video and be done with it.
But, then again, anyone who has poor hearing or prefers words over visuals will probably read the transcription.
And yet, there’s something far more important that a video transcription does for your content.
It gives your video the ability to rank in Google.
Google reads words, not video. This means that, despite how amazing your video content is, Google is going to prioritize articles because they can robotically determine what the article is about. They can’t do that with your video — except for just the title.
Adding a transcription to your recordings makes it more likely that your piece will rank in Google and gain more organic traffic than it would otherwise. This is also why online video classes all include written transcriptions for search engines.
It’s an easy step that is necessary for any SEO-serious content creators.
To get a video transcription, check out Rev.
Orbit Media uses a similar strategy for their live event, Content Jam. After the event, they repurpose the conference into a blog post, such as what they did for “34 Ways to Get The Most From a Conference.”
9. Landbot – From Content to Conversations
When it comes to conversational marketing, perhaps there is no one better than Landbot.
When landing on their homepage, you experience a direct conversation with a chatbot, rather than a typical homepage.
But, it didn’t always start that way. In fact, it was built on accident. When trying to build a chatbot for their previous company, it accidentally ended up taking up the entire homepage screen.
This accident generated 4x the conversions in a single day and continued to skyrocket their lead gen.
The beauty? Content was repurposed for the chatbot from existing lead qualification documents and blog posts.
That’s right. When people engaged with the chatbot, it would direct them to blog posts on site or pull questions from previous lead qualification docs.
Now, their entire homepage experience is built on it.
If that isn’t the best example of repurposing content into functional lead generation, I don’t know what is.
Let’s re-ask the question from the beginning of this article: Why does repurposing your content see better results than simply creating brand new content every day, week, or month?
The answer lies in the examples above. From book to blog post and blog post to video, video to transcription and infographic to podcast, repurposing gives you the ability to say the same thing twice and experience the same results each time — and sometimes better results.
Creating new content takes a lot of time. It’s no secret that the heart, and thus energy, of content is in the ideation and creation phase.
But if you’re able to simply use what you already ideated and created, then that saves a whole lot of time.
In the end, repurposing content doesn’t just save you time, though. It saves you resources. Valuable resources that could be spent elsewhere — especially since repurposing content does just as good a job as creating it new.
Adam Enfroy is a writer, content marketing consultant, and strategic partnerships manager for BigCommerce. With 10+ years of digital marketing experience, he’s passionate about leveraging the right strategic partnerships and software to scale digital growth. Adam lives in Austin, TX and writes about affiliate marketing programs and scaling your online influence on his blog, adamenfroy.com.