13 Sensible Methods to Repurpose Content material


Content material repurposing is the follow of reusing all or components of your present content material. This normally entails altering up the format, e.g., from a weblog put up to a video.

On this put up, you’ll learn to repurpose your present content material in several methods.

What are the advantages of repurposing content material?

Repurposing content material means that you can attain extra folks with out having to create new content material from scratch.

For instance, our search engine optimisation guidelines at the moment will get an estimated 800 month-to-month search visits: 

Amount of organic traffic coming to Ahrefs' SEO checklist post, via Ahrefs' Site Explorer

However we repurposed it right into a video a number of years in the past, and it has since generated over 230,000 views on YouTube:

Number of views of Ahrefs' YouTube video about SEO checklists

Which content material do you have to repurpose?

Content material repurposing requires work. It’s not a one-to-one conversion—you’ll possible must do some rewriting or modifying in order that the content material matches the brand new format and platform. 

So once you see somebody like Gary Vaynerchuk expertly repurposing his content material throughout all platforms, do not forget that he has a crew. For those who’re doing it alone, you received’t be capable of repurpose each single piece of content material.

That you must prioritize. 

One of the best ways to do that is to repurpose content material that targets evergreen subjects. 

Evergreen subjects are subjects with constant curiosity and search demand over time. Listed below are some examples of evergreen subjects:

  • Easy methods to drop pounds – Since time immemorial, folks have all the time been curious about dropping pounds.
  • Easy methods to tie a tie – As long as distant work isn’t the norm and formal apparel is required, folks will need to know tips on how to tie a tie.
  • Soccer scores – Followers will all the time be curious about understanding the scores of the most recent sport.

How are you aware in case your content material is focusing on a subject that’s evergreen? To search out out, enter the subject into Ahrefs’ Key phrases Explorer and verify the tendencies graph. 

For instance, you’ll be able to see that “digital advertising” is on the rise:

Search trend for "digital marketing," via Ahrefs' Keywords Explorer

Whereas, as a result of crypto winter, the subject “nft” is on the steep decline:

Search trend for "nft," via Ahrefs' Keywords Explorer

13 content material repurposing techniques

Check out these repurposing concepts in your present content material:

1. Flip your movies into weblog posts

Our video on internet online affiliate marketing for freshmen has acquired >290,000 views:

We then turned it right into a weblog put up, and it at the moment receives an estimated 38,000 month-to-month search visits:

Search traffic coming to Ahrefs' blog post on affiliate marketing, via Ahrefs' Site Explorer

Right here’s tips on how to discover subjects you must repurpose:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Enter one or a number of related key phrases
  3. Go to the Matching phrases report
Matching terms report, via Ahrefs' Keywords Explorer

Eyeball the report and see if there are any subjects that match an present weblog put up you have.

2. Flip your weblog posts into movies

We do that usually at Ahrefs. search engine optimisation guidelines is one instance. We additionally repurposed our weblog put up on influencer advertising right into a video:

To search out out what you must repurpose, seek for your subject on YouTube and see if the top-ranking movies have views. For instance, if we seek for “construct backlinks,” we are able to see that they get tons of views:

Top results for "build backlinks" on YouTube

If now we have an present put up on this subject, we are able to repurpose it right into a video.

3. Repurpose your movies right into a course

Your content material is probably going printed chronologically. Sadly, that’s not a really perfect option to eat content material.

So why not manage content material items in a logical order and switch them right into a course?

For instance, our “Easy methods to use Ahrefs” course is made up of in-app tutorials that exist already inside our studies.

The course breakdown for "How to use Ahrefs"

How are you aware what programs to create? Right here’s how:

  1. Go to Ahrefs’ Key phrases Explorer
  2. Enter a number of related key phrases (e.g., search engine optimisation, advertising, and many others)
  3. Go to the Matching phrases report
  4. Within the Embody field, enter phrases like “course,” “academy,” “coaching,” and many others
  5. Select Any phrase
How to find course-related keywords, via Ahrefs' Keywords Explorer

Look by means of the report and see if there are any programs you’ll be able to create by repurposing your content material.

4. Sew the person course movies into one lengthy video

Just a few years in the past, we launched every lesson from our search engine optimisation coaching course one by one. 

SEO training course on Ahrefs' YouTube channel

Afterward, we stitched all the movies into an extended (~two hours) video:

As you’ll be able to see, not solely did we obtain views for every particular person video, however the mixed video has additionally acquired ~1.8 million views!

Number of views on Ahrefs' two-hour course for SEO beginners

We’ve since achieved that for a number of different programs, and so they’ve all achieved effectively.

5. Flip your weblog posts right into a ebook

What’s the written model of a web-based course? A ebook!

You’ll be able to compile and manage your weblog posts and switch them right into a ebook. This may reside in your web site as an book or you’ll be able to go large and publish it as a hardback/paperback.

That is precisely what we did. We turned the content material from our newbie’s information to search engine optimisation right into a hardcover ebook:

Ahrefs CMO Tim Soulo amid stacks of the company's book, "SEO Book for Beginners"

Publishing a ebook means you’ll must put it on the market. A method is to run a giveaway, like what we did:

You may also discover websites that collate lists of one of the best books in your area of interest and get your ebook talked about. Right here’s tips on how to discover these websites:

  1. Go to Ahrefs’ Content material Explorer
  2. Seek for “greatest [topic] books”
  3. Set the Reside/Damaged filter to Reside solely
  4. Test One web page per area
  5. Kind the outcomes by Web page visitors to prioritize your efforts
How to find book lists to promote to, via Ahrefs' Content Explorer

Undergo the listing and see in case your ebook is an efficient match for any of those pages.

6. Flip your movies into a number of short-form movies

Brief-form movies are an in-demand format. So when you have an present video, it is sensible to divide and switch it into a number of shorter ones. 

You’ll be able to then republish them on many alternative platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, and extra. 

For instance, this 1½ minute video on Twitter was initially a part of a YouTube video:

7. Flip your weblog posts into visitor posts

A few of our weblog posts are so complete that they every span a number of chapters:

Table of content for Ahrefs' link building guide

And every chapter could be a put up on its personal.

So right here’s an concept: Why not flip every of those chapters right into a visitor put up? It’s environment friendly, plus you will get extra publicity, referral visitors, and a hyperlink again to your personal web site. 

We name this the “Splintering Method”:

  • Write an unbelievable, detailed piece of content material in your weblog
  • Break it into “splinters” and submit each as a visitor article to a different weblog
The Splintering Technique

Once you’ve “splintered” your content material, right here’s how yow will discover websites to pitch to:

  1. Go to Ahrefs’ Content material Explorer
  2. Seek for phrases related to your area of interest (e.g., keto)
  3. Set Language filter to English (or language you write in)
  4. Set Reside/Damaged filter to Solely reside
  5. Toggle Filter specific outcomes on
  6. Test One web page per area, Exclude subdomains, Exclude homepages
How to find guest blogging opportunities, via Ahrefs' Content Explorer

Since these websites cowl subjects much like yours, they’re prone to settle for your visitor put up pitch. Discover the web site proprietor’s or editor’s e mail, attain out, and pitch them your subjects.

8. Flip your weblog put up or e-newsletter into Twitter threads

Each time we publish a put up, we encourage every particular person creator to repurpose their content material right into a Twitter thread.

You’ll be able to flip your entire weblog put up or components of it right into a thread. For instance, this thread is from a piece of our weblog put up on web site construction:

9. Flip present content material into Quora solutions

Just a few years in the past, I began actively answering questions on Quora. Within the course of, I’ve gained over 2 million views.

Number of views on Si Quan's Quora profile

Most of my solutions weren’t generated from scratch. As an alternative, I repurposed them from our present content material.

How do you discover the correct inquiries to reply? Right here’s how:

  1. Go to Quora
  2. Click on your profile and go to Advertisements Supervisor
  3. Click on New marketing campaign
  4. Ignore every part and click on Proceed
  5. Underneath Contextual, click on the Questions tab
  6. Click on Bulk Add
How to find questions to answer on Quora

Then, add your subject of selection (e.g., search engine optimisation) and click on “Proceed.” You’ll see a bunch of questions and their weekly views:

Weekly views of important SEO questions on Quora

Pick these which you could repurpose content material for and reply them.

10. Flip your content material into Reddit posts

Entrepreneurs are likely to skip out on Reddit due to the neighborhood’s hatred for something promotional. 

However Reddit wants content material to thrive. Which implies entrepreneurs are welcome, as long as the content material they put up is useful and beneficial. 

A method to do that is to publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your put up do you allow a hyperlink again to your authentic piece of content material.

That is what Tim Soulo, our chief advertising officer, does:

Tim Soulo's Reddit post on link building

With 77 upvotes and optimistic suggestions, it was effectively acquired.

11. Reuse bits and items of your present content material as social media posts

At Ahrefs, we create customized photos for instance ideas for our written content material. Not surprisingly, we additionally repurpose them on our social media accounts:

Undergo your content material. Every tip, concept, answer, lesson, customized picture, or takeaway in your content material will be extracted and reused as a standalone put up on social media.

12. Flip your convention slide decks into SlideShare decks

Creating slides for a convention isn’t any stroll within the park. So it’d be a pity if nobody else may view your presentation anymore as soon as your session was over.

That’s why we add all our slide decks on SlideShare:

Ahrefs' decks on SlideShare

Apart from the convention attendees, we are able to get tons of (and even hundreds) extra views on our convention slide decks. 

13. Add podcast episodes as YouTube movies

Your podcast could also be in audio format, however that doesn’t imply it may possibly’t work on YouTube. In reality, earlier than he moved to video podcasts, Tim Ferriss used to add his audio-only podcast episodes on YouTube:

It obtained him hundreds of extra listens.

 

Content material repurposing examples

In search of profitable examples of how firms have achieved content material repurposing? Listed below are three to be impressed by:

1. Ahrefs

All through the put up, I’ve included loads of examples of how we’ve approached content material repurposing at Ahrefs. And the rationale why I shared so many examples is that content material repurposing is a part of our modus operandi. 

We stroll the speak.

So although now we have separate content material groups for our weblog, YouTube channel, and socials, content material repurposing is a part of our course of:

  1. When Sam Oh, our head of video content material, wants to jot down a script for a video, he checks our weblog to see if there’s content material he can reuse.
  2. When the weblog crew creates outlines, we verify the YouTube channel for content material to repurpose (for instance, I created my put up on vacation search engine optimisation based mostly on Sam’s video).
  3. Each Twitter thread or long-form LinkedIn put up is repurposed from our movies and weblog posts (learn this put up on our Twitter technique to see how we do it).

2. Sahil Bloom

Sahil Bloom is a content material creator and investor. Right here’s an instance of how he repurposes his content material:

  1. He creates a podcast episode for his chosen subject (“Easy methods to Get Out of a Rut”). That is distributed to the key podcast platforms (e.g., Apple Podcasts, Google Podcasts, Spotify).
  2. He then turns the script right into a e-newsletter for his subscribers, and that’s additionally printed on his web site as a weblog put up.
  3. That is in a while was a Twitter thread.
  4. He then turns it right into a long-form LinkedIn put up.

One other instance: Sahil first obtained quite a lot of consideration from his thread on the Feynman Method. 

Take a look at how he has made probably the most of that piece of content material:

  1. He republished the thread on his Substack.
  2. He turned it into a number of new tweets and threads, approaching them from barely completely different angles.
  3. He additionally republished them on his LinkedIn and his e-newsletter.
  4. He then added visible components and turned that right into a new thread.
  5. That is then republished on Instagram.

With only one piece of content material, he has possible obtained 6X–7X of the worth.

3. Purple Bull

Purple Bull sells vitality drinks. However it’s additionally a content material advertising machine. It has a whole media arm—Purple Bull Media Home—devoted to producing content material for TV, YouTube, music, movies, print, and extra.

These media properties are shared throughout all Purple Bull verticals—Purple Bull itself, Purple Bull [Country], Purple Bull BC One (breakdancing), Purple Bull Skateboarding, Purple Bull Gaming, Purple Bull Racing, and many others. 

As a result of it owns the content material and has groups behind it, its repurposing technique is extremely subtle. It’s not merely doing one-to-one reposting and republishing, just like the examples above. Slightly, it’s mixing footage out and in of various movies, compilations, reels, TikToks, and extra. 

For instance, the occasion footage for Purple Bull BC One—a prestigious occasion for breaking—culminates in a number of compilation movies like this, this, and that

Remaining ideas

Repurposing shouldn’t be an afterthought—as a substitute, it must be baked into the creation course of. Meaning fascinated by the way you need to repurpose your content material earlier than you create it. 

In that manner, your repurposed content material will be launched collectively together with your printed content material and assist distribute it additional.

Any questions or feedback about content material repurposing? Let me know on Twitter.



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