How one can Repurpose Your Outdated Content material – Whiteboard Friday

Breathe new life into your current content material. Be a part of Ross Simmonds on this Whiteboard Friday as he shares methods to remodel your previous content material into worthwhile belongings that drive outcomes and increase model authority.

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Video Transcription

Howdy, Moz followers. Howdy, “Whiteboard Friday” followers.

I’m tremendous excited to talk with you at this time about the right way to take one thing that all of us have, you would possibly odor it, you would possibly odor it, it’s content material that’s burning cash in your pocket, content material that you just truly invested in that’s gathering mud, content material that not drives outcomes, not does something for your small business, however you would like, you would like it may deliver some sort of life for your small business, some sort of pleasure to your small business, some sort of ROI for your small business. And in at this time’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your previous content material is burning cash

Had been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not gathering any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your small business, will be introduced again to life. That is proper, we’ll go to city on that previous content material, give it new life, deliver it again, and finally provide the potential to unlock new ranges of progress for content material that you just thought was useless.

Let’s bounce into it. So we’re all there. We now have all had content material that we have invested in. We have all heard a guru converse onstage at a convention and say, “Content material is king. Write extra content material. Create extra content material.” And we have listened. We have developed tons of content material as enterprise homeowners, as entrepreneurs, as CMOs. We have invested in these belongings, however the ROI of a few of them has began to deprecate. It is began to go down.

At one level, it was up and to the fitting and every little thing seemed lovely, however now, eh, it is beginning to tank. It’s beginning to tank. It is not driving outcomes. The visitors is not there. It is not on web page one of many SERP. You’re beginning to see that content material that at one level was a money cow is not driving the outcomes that you just and your small business needs. How will you deliver these items again to life? We’re gonna speak about it.

As well as, you would possibly’ve had a number of items that have been a one-hit marvel. After they hit the web, once they went reside, the web went wild. The leads have been flowing. The income was flowing. The hyperlinks have been flowing. Every thing was flowing in the fitting path. However time went on and people items that have been at one level a success, that resonated with folks, that individuals embraced, that individuals shared, that individuals talked about, these items are not producing any buzz for you. They’re not producing any outcomes for you. We’re gonna speak about the right way to deliver these one-hit wonders again to life.

And at last, there may be a chunk that you just, your crew, your group created early on that actually communicated a few of the key messages that you really want your viewers to listen to, a few of the key tales, a few of the key concepts, a few of the key ideas that really perceive and talk the worth that you just deliver to the market, the ache factors that your clients are having. And these key messages are messages that you just wish to get again on the market. It is a key message that at one level resonated so carefully along with your viewers that you just really feel like your crew might have misplaced the best way and have overpassed the important thing message that you just wished to articulate.

How do you deliver all of those items again to life? Issues which are presently simply getting zzzs, persons are sleeping on them, they are not studying them, they are not partaking with them. It is basically cash simply being burned since you invested time or vitality in them. How do you deliver ’em again to life? That is what we’re gonna speak about.

We’re gonna speak about how you are able to do that with textual content content material, with video content material, and with audio content material. So these are the three main sorts of content material that you may repurpose, that you may repackage, on the web.

Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, sources that you just created that, once more, have been very worthwhile on the time that they went reside, however possibly bought crickets, possibly have been a one-hit marvel, or possibly they have been rating primary and now they’re beginning to tank. How do you deliver these items again to life?

There’s a number of issues that you are able to do with textual content content material that may allow you to win. Equally with video content material. One in every of my favourite codecs is video content material as a result of it is so versatile. That is precisely what you are now. Kinda meta, however you are a video asset. These video belongings can be utilized nonetheless at this time. A webinar that you just would possibly’ve created, a truly simply speaking head video the place you arrange a digital camera and also you talked into the display. All of a lot of these belongings will be repurposed. They are often remixed, and they are often reshared in your numerous channels. We’re gonna speak about that.

Audio content material is the very same factor. There’s much less versatility with audio content material, however audio content material is highly effective. Nevertheless it’s oftentimes misunderstood that these podcasts that you just would possibly’ve created two years in the past, three years in the past, will be repackaged even at this time.

How one can deliver your textual content content material again to life

So let’s begin with text-based content material. Textual content-based content material is among the fundamentals of the web. Once you have been serious about text-based content material, for instance you’ve got a weblog publish. Do you simply press publish and name it a day? No, you should take that previous weblog publish that you just created two years in the past after which begin to share it on social. And also you do this with social media posts.

So you will begin placing up posts on social immediately in your numerous channels, whether or not it is LinkedIn, whether or not it is X, whether or not it is Fb, you title it. No matter channel it’s that you just’re utilizing, you are going to take that asset and also you’re gonna advertise. You are gonna amplify it. You are gonna share it on these channels. Then, we’ve got issues like carousels. Carousels are a really partaking approach to inform a narrative a couple of piece of content material that you just created however inform it in a means that the consumer, the viewers, the people who find themselves on these channels, would possibly truly get worth from. What do I imply by that?

So for instance, for instance, you’ve got a weblog publish which are 5 easy issues that each website positioning must know to succeed. Each single a kind of slides in a carousel may characterize a kind of 5 concepts. In order somebody scrolls and so they begin to swipe their thumb, as they go from one carousel display to the subsequent, they’re studying a summarized model of that weblog publish that you just created. And once you begin to share these on social and use hashtags which are related to your ICP, it provides you the flexibility to now take an previous asset that was burning gap in your pocket, not producing outcomes, however give it the flexibility to achieve new folks, to achieve an viewers which may not have been on-line on the identical time once you first revealed that piece, but additionally have a private connection to extra interactive content material and so they wish to have interaction by way of a carousel. You should use instruments like Canva to have the ability to do that, and it’s an incredible device that I strongly suggest that you just take a look at.

E-mail content material. All these previous weblog posts, a whole lot of manufacturers make the error of urgent publish on these items, after which, they only name it a day. They do not go anyplace. You could have people who find themselves presently in your web site most likely downloading issues, signing up for issues. Use your e mail sequences to reshare these previous weblog posts that you just created which are so necessary to you. As a result of by doing that, you are in a position to join with people who find themselves assembly you and interacting with you for the very first time. And you may deliver that previous content material, particularly if it is a one-hit marvel, and produce it again to life to your viewers to like, care about, and see once more.

How one can deliver your video content material again to life

Now, one other sort of asset is video content material. When you have weblog posts, if in case you have e-books, if in case you have content material that you have developed from the textual content lens, why do not you are taking that very same textual content and switch it right into a script? Flip it right into a script that you may learn on digital camera. Flip it right into a script that’s value studying, value speaking about, and if you’re personally not like in the entire concept of eager to be on digital camera and that sort of weirds you out, then as a substitute, possibly you do a faceless video the place it is simply your audio with animations within the background. However video content material is an incredible play so that you can repurpose, repackage a few of these previous textual content items that you just developed after which deliver them again to life.

What do you suppose the second hottest search engine on the earth is? It is YouTube. YouTube goes to provide the potential to now take these weblog posts that you just created, that you just hoped would rank in Google, and now rank within the second hottest search engine on the earth. And it simply so occurs that Google owns YouTube, so eh, you may win on each websites. That’s the play. Now, that is textual content content material. Once you get that video asset created, for those who create it and also you develop it, now you are right into a trifecta of scenario. As a result of now you can take that video content material that you just developed and you may flip it into a complete bunch of latest content material as properly.

What do I imply? In order that video content material asset that you just simply created, a brand new video, new script that you just simply recorded, it is superb. Take the audio file, extract it out of the video, and begin to add that factor to Apple Podcasts, add it to Spotify, add it to all the numerous podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra folks hear the audio that was in your video on these completely different channels.

Now, you now have two completely different belongings. You could have a podcast episode. You could have that, and you’ve got the video. Take these belongings and embed them into weblog posts that you’ve produced. That very same weblog publish that you just wrote a number of years in the past, replace the dates, add new data, and now embed both the YouTube video that you just created or the podcast audio that you just created immediately into that piece. And now, you’ve got a extra interactive expertise for the consumer and the reader who’s consuming that content material, proper? Then, as soon as you have accomplished that, you ought to be pages in your web site which are already rating excessive.

When you have items of content material which are rating properly, which are producing natural visitors, take these video belongings, take these podcasts, embed them in these items so these items get further attain, get further eyeballs. And it finally will affect your rating within the Spotifys, within the Apples, and in YouTube itself.

Now, for those who’ve bought video content material and you’re ranging from floor zero with video, for instance you didn’t embrace the concept of going from textual content to video, you simply occur to have video content material, as a result of through the years, once more, previous to it being set on fireplace with similar to no outcomes, you have been investing in YouTube. As an instance you have been investing in webinars. Loads of manufacturers create webinars. They put them behind a gate. They get a bunch of signups after which, they by no means truly use them once more. Take these video belongings that you have created and run this very same playbook, of us. Run the very same playbook. Take these previous webinars, flip them into podcasts, begin embedding them into weblog posts, or write long-form content material primarily based off of the fabric inside that video. Take that, an export of the transcript from the video that you just simply created or that you just created years in the past, and begin to transcribe it. Rewrite all of that into content material in a means that’s human, pleasant, folks would love, folks would adore, and get them to devour it.

Then, the subsequent factor you wanna do is begin chopping up that video. You wanna search for key moments inside the video that you just developed years in the past, or mainly, proper off of that textual content, you wanna take sure clips from that and begin to repackage and repurpose them. Establish a number of key moments the place you are saying one thing particular, saying one thing impactful and necessary, after which clip it after which begin sharing that on social. And the entire cycle begins once more.

How one can deliver your audio content material again to life

Now, one other sort of content material that comes out of this that we talked about was podcasts, audio content material. Take clips of these audio, these components of your video, and begin to chop them up into audiograms. An audiogram is actually a visible that reveals the voice wave. So once more, for those who’re not any person who likes to be on digital camera, it is an amazing different. And begin distributing these on social. Share them on your entire platforms. Share them out, hashtag, let folks devour them, have interaction. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.

Of us, that is the playbook you should apply to those items of content material that you just invested a lot time and vitality into. And for those who can, run by way of these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.

Achieve better return on funding, improve your model authority, and skyrocket

It is possible for you to to see new ROI, new income, new outcomes from content material that you just created a long time in the past. And once you begin to see this, you are finally going to begin to see a rise within the quantity of individuals speaking about your model. You are gonna see a rise within the quantity of individuals focused on shopping for your resolution, your product, your service, no matter it could be. And from this, by having a content material engine that does not let content material simply gather mud and get on fireplace, you are additionally gonna have the flexibility to extend your BA.

Your model authority out there goes to have the flexibility to begin to rise, proper? That’s the final aim. You wish to improve your model authority, as a result of if you are able to do that, then you’re finally going to have internet new leads, internet new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that every one of us needs to be enjoying. And once you do this, you are gonna basically set your self up as a rocket ship. You are gonna be heading to the Moon. You’re not going to be making an attempt to seize scraps, and you’ll not be within the rat race of all the time making an attempt to determine what content material you need to create subsequent. As a result of the content material that you ought to be optimizing, the content material that you ought to be producing has already most likely been created.

The following step is straightforward: return, do an audit, determine your one-hit wonders, determine the depreciating ROI belongings that you just invested in earlier than, determine the important thing messages that you just wanna reiterate to your viewers. And after getting these, begin to run them by way of this engine and provides your content material new life. I am Ross Simmonds. Thanks a lot for testing my “Whiteboard Friday.” I hope you loved it and I’ll see you on the web.