11 Advanced Techniques for Repurposing Old Content

When it comes to content marketing “hacks,” this is one of my absolute favorites.

So many marketers finish a piece of content and never touch it again. But why do that when you can get so much mileage out of one piece of content?

That’s the power of repurposing content.

It’s a lot like creating passive income. You do the hard work once, and you continue to reap the benefits.

With repurposing content, it’s the same idea. You create a piece of content once and then use it in a bunch of different ways.

That means less work and more results. It seems too good to be true, but I promise you it’s not.

The beauty of this technique is that you can repurpose any type of content. Articles, videos, checklists—you name it.

So grab a piece of your content you want to repurpose, and let’s look at 11 advanced techniques for repurposing.

1. Create a SlideShare deck

If you’re on LinkedIn (and you probably are), you can leverage SlideShare to get more life out of your content.

SlideShare is an extremely popular site that showcases slideshows from professionals all over the world. It’s a great way to get your voice heard and expose your content to an entirely new audience.

List-type articles or guides work especially well for slide decks. But just about anything will be successful as a slide deck—you just have to format it correctly. Here’s a great example of a SlideShare deck from Barry Feldman.

What’s even better is that Barry adapted this from an old blog post of his:

image02

The content works well as both a blog post and a slide deck. By repurposing the content, Barry put his content in front of two completely different audiences.

2. Make a video tutorial

Video marketing is a hot topic right now. Because videos are so widespread and popular, more and more marketers have been using them.

Videos are easy to watch, share, and save for later. You can watch them at home or on the go. And they don’t take too long to make.

When you repurpose existing content as a video tutorial, the process gets even easier. People love how-to videos, and if you offer a high-quality video tutorial, you’ll get a lot of traffic and shares.

Follow these 11 advanced techniques for repurposing old content.

So, what kind of content makes for a good video tutorial?

If you’ve ever held a webinar, you can quickly and easily turn it into a video tutorial. This is an awesome way to repurpose content. It’s taking a limited resource (webinar) and making it unlimited in the form of a video.

image04

Source: WordStream.com

Here are some more ideas:

  • In-depth blog posts can be slimmed down into a whiteboard or explainer video
  • A list post can become a list video
  • Turn a slide deck into a narrated presentation

The only limit is your imagination.

3. Turn your blog posts into an ebook

If I told you to write an ebook, you’d probably be bewildered. You might not know where to start or how to write a huge ebook.

But if you blog, you have an almost completed ebook right before your eyes.

You’ve probably amassed some blog posts. If so, you can make these into an ebook.

Ebooks make excellent lead magnets, and you can sell them too. I love using ebooks in my marketing strategies because of how flexible (and popular) they are.

When your readers look at a site for the first time and see an offer for a free ebook, they’ll automatically position you as an authority in their minds. And if they download it, you’ll get an email and possibly a customer out of it.

Michael Hyatt offers new visitors a free guide on his blog:

image00

Whether you call it a guide, a blueprint, or something else entirely, an ebook is a powerful way to repurpose content.

4. Transform your slides into an infographic

Infographics can drive more traffic than you’d think. At Kissmetrics, we’ve used infographics to generate millions of visitors and tens of thousands of backlinks.

But sometimes, infographics can take a while to create. You’ve got to find the right facts, get the right visuals, and combine the two well.

If you have a slide deck, you probably have everything you need for an infographic. Like infographics, slides present information in a short and sweet format and often incorporate media.

To get started, you can use a free infographic maker such as Piktochart or Canva. Just plug in the data from your slides, format it a little, and voila!

(Another tip: You can combine slide decks to create a single infographic, or you can split up one slide deck into multiple infographics.)

5. Get your blog posts on the air as podcasts

Podcasting has gotten pretty big lately, and it shows no signs of slowing down.

Podcast listeners don’t like fluff—they want substance.

What better way to create an awesome podcast episode than by repurposing a blog post?

If you have some detailed blog posts in your archive, pull them out and dust them off. With a little reformatting, editing, and scripting, they’ll make excellent podcasts.

Keep in mind that if your posts use lots of media, you’ll have to find a different way of communicating that information. And you’ll probably need to rework some of your writing so it sounds more natural when spoken.

Even though this option can be a little tricky, it’s worth it. You can share your podcasts on all kinds of platforms, including iTunes, Soundcloud, Stitcher, and Podbay. And with each platform you use, you’re sharing your content with a new audience.

6. Include your comment responses in a newsletter

If you’re regularly responding to comments on your blog, you’re creating helpful content without even knowing it.

In my opinion, this is one of the most powerful “content hacks” you can use. When you respond to comments, you’re not thinking about creating content—you’re thinking about helping people.

And when you take that raw advice and edit it, you’ve got some powerful tips and tools, perfect for newsletters.

Readers expect bite-sized advice in newsletters. Pop in a comment (or a few), and you’ll satisfy your readers while breathing new life into content you thought you’d never use again.

7. Use factoids as social media posts

When you maintain a blog, you come across a lot of facts. Some of these are small factoids perfect to be reused as social media posts.

Factoids give your readers something new to learn, and they don’t take up much space. Statistics, trivia, and other “did you know?” type of facts all work well.

Here’s Microsoft using a statistic to spread awareness of Internet unavailability:

image03

A little goes a long way. Factoids definitely deserve to be a regular part of your social media strategy.

8. Share shorter blog posts on Medium and LinkedIn Pulse

Most people think LinkedIn is a boring, stuffy place, but it’s not. In fact, it can be your secret marketing weapon if you use it correctly.

Medium is a popular blogging platform where professionals and experts share articles on all kinds of topics. If you spend some time with it, you’ll find it can be a powerful tool.

Besides SlideShare, another cool LinkedIn feature is Pulse. Like on Medium, you publish a post there and hope it gets featured. If it does, you can gain new followers.

And don’t worry, republishing old content on Pulse or Medium won’t get you penalized by Google.

9. Make new content out of old

Buffer’s Kevan Lee suggests refreshing old posts that might not be as relevant today as they were when you first published them.

Usually, these old posts just need a bit of an update to become relevant again. It’s worth it to take a look at your archives and see which posts need a touch-up or two.

Here are a few easy ways you can modify old posts:

  • Find a new title
  • Update the post with new facts and figures
  • Add more substantial content

Once you’re done, you can either publish the new post or update the old one (if it ranks well and brings in traffic).

10. Share your old content on social media

Certain social media sites work insanely well for sharing content—if you do it right.

Two excellent options are Reddit and Quora.

Reddit can drive a ton of traffic, but self-promotion is usually frowned upon. To combat that, find a relevant subreddit, and only post content that you genuinely know will help readers. (You can also try Reddit ads.)

Quora is a little friendlier about self-promotion. As a bonus, if you find a question that a piece of your content answers, you can give a short, helpful answer and then link to that piece of content. This is another great traffic builder.

11. Merge multiple pieces of content into a webinar

Everyone loves a good webinar.

If you’ve never hosted a webinar, you’re missing out. Webinars create a high level of engagement and communicate your value to everyone watching.

Obviously, it’s super easy to turn slides into a webinar. It’ll take almost no work, but you’ll have a completely new piece of content.

I suggest merging multiple pieces of content into a webinar. If you have a slide deck and a blog post on the same (or a similar) topic, integrate both of those into the webinar.

The more content you use, the more value you’ll be able to provide. (But don’t overdo it!)

If you’re on a budget, I recommend using Google Hangouts to create a webinar for free.

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Source: Tutsplus.com

Conclusion

Repurposing content is hands down one of the most useful content marketing strategies I know. This is a strong tool—don’t be afraid to use it.

It helps you avoid one of the worst pitfalls of blogging: stale content.

Too many people let their well of content run dry. Eventually, all that’s left is an outdated collection of subpar content. But it doesn’t have to be that way.

Think of all your content as living, breathing documents. They can be changed and improved over time.

Once I realized this, my blogging strategy was transformed. If a piece of content performed well for me, I knew I could reuse it in the future.

The next time you create a piece of content, remember to revisit it down the road. Maybe you’ll turn your next article into a video in a year.

What’s your favorite way or repurposing content?

Comments

  1. Grigoriy Ichshenko :

    Wow! Amazing to do list, seems like it can bring a lot of work. I think on the basis of this list you can make an offer for current clients haha ) Thanks again!

  2. Great list! If you ever need help with creating content, I’d be glad to assist! I run a content creation business, dedicated to creating high-quality content! This includes blog posts, infographics and more!
    My website is http://www.growthwizards.co, is this of interest?

  3. Hi Neil,

    Love the ideas here, so many creative ways to re use your blog posts.

    Medium really seems to be delivering results at the moment, seen a lot of info about the results.

    Infographics work well and with Brian Deans guestographic method we can get a huge amount of value.

    Thanks for sharing Neil…
    Joe

  4. Brilliant post there Neil. Lots of very valuable ideas to mull over. I have been hearing a lot about repurposing old content but did not know where to start. Now I do! My site is still new but it’s great to have this information so I can plan my content more strategically.

    Diana

  5. Hi Neil,

    Another trailblazing post! The more I read your blogs, more addicted I become to your content stream on quicksprout and neilpatel.com.

    I have a question though! When we rewrite an old post from our blog updating current data and stats etc. Will there be a chance that google counts it as duplicate content? Or would you advise paraphrasing most part of the older blog?

    Please let me know your thoughts on this.

    Thanks
    Mandeep

  6. One of the ways I’m repurposing my blog’s content is turning it into a free ecourse. Most of my posts are between 3-5k. So one of those posts is being turned into an ecourse and a workbook for newsletter subscribers.

    Love the idea of turning posts into videos. A blogger I follow has been doing live videos on Facebook about existing blog posts and encouraging folks to ask her questions.

  7. Tiffany Simpson :

    Excellent article, as always. Thanks for sharing.

  8. Quick question Neil.. Say I wrote a “best of 2016” post – will it rank for 2017 if I change the title and url to 2017 from 2016 and add some additional content?

    -Thanks,
    Dylan

  9. Vibha Bhaskar :

    Rearrangement is the key to reutalize the old content. All these are great ideas Neil and we already use many of them for our clients.

  10. Kallol Parida :

    Hi Neil,

    I like the concept of converting blogs into ebooks

    Great Sharing!!!

  11. Adam Franklin :

    Hi Neil,

    Thanks, these are great such great ideas for repurposing. I’ve tried creating an e-book out of blog posts, and making infographics from lead magnets, plus recording webinars as videos and using comments in emails.

    I love the idea of repurposing a blog post into a podcast. I’ll try that next!

    Cheers, Adam.

  12. Advanced lol? Not sure if that’s accurate. I assume you don’t really believe that either but just wanted to entice clicks.

    • As with anything Barry, it will be advanced for most not all.

      • How is almost anything advanced for most?

        I assume you are referring to your audience being beginners, right?

        Because surely, your statement doesn’t make sense if you are trying to apply it across the board.

        • I try to pitch the article where I see it fits with who does read the site and that includes people new to marketing. But I do appreciate it may not be seen as advanced for everyone who reads the site.

  13. Another Great Post Neil.

    Is its necessary to add original source link when republishing old content on Pulse or Medium?

  14. Krishna Shekhawat :

    Hello sir, i have a little bit confusion. Google reads slide share and PDF and we use same content. Then it will not harmful for ranking.

  15. If I update my old article, should I delete the old one or not?

  16. Hey,

    Nice read. Loved it as usual.
    Just a heads up. The URL for Michael Hyatt has a typo in the word welcome.

    Take care

  17. Knowledgeable steps many new things I know from this blog. Good going

  18. Hi Neil,

    Thanks for these awesome ideas for repurposing. We have created e-books out of blog posts in the past for our website on WordPress support.

    The idea of converting a blog post into a podcast or a webinar sounds good. Will definitely give it a try.

  19. Globus Logistics :

    Thank niel.

  20. Creative Solutions :

    Very well written

  21. I like the concept of converting blogs into ebooks

  22. Solid advice as per usual and a few tips here I didn’t know about. I already re-share old/already published content on my social accounts (using a wp plugin) and I have started syndicating my blog content on medium (also using a wp plugin). Thanks!

  23. Robin Jiggler :

    Hi Neil, Awesome Blog again…. Thanks for Sharing…

    @ Nitin Patel you don’t have to delete the old post, but actually you have to re-modify your old content. The strategies of SEO changes according to search engine guidelines, so re-modification can boost your traffic again.

  24. My favorite technique to repurpose content is creating infographics based on old posts and then posting them on social media for shares.

  25. Hey Neil,

    Those are some of the awesome ways to repurpose old content. Of course blog content needs to be used as much as possible because so much work goes into any high quality piece created by us bloggers.

    And with repurposing, it becomes possible to market that piece of content effectively – as in doing justice to it.

    We just have to make sure that the content is of great quality, otherwise the whole purpose won’t be served!

    Thanks for sharing.

    Cheers,
    Jane.

  26. Great article with lots of good tips. I’ve been in sales for a long time myself but I am always looking to learn new things. I came across a great book recently. http://www.top-sales-results.com/

  27. This post is really helpful. I have been looking for ways to repurpose old content on my website but instead of repurposing, I have been deleting most of these old posts. Mostly because of the quality issues. The low content quality has been affecting my site. But again, I think not every old content should be deleted. Repurposing old content as per the techniques mentioned here can surely make things better. I should try doing it. Thanks a lot for these tips.

  28. uthman saheed :

    I started using most of these techniques to make my old blog posts relevant. Its really worked and increased my traffic. I do also reshare my old contents on social media for audience that might have missed it.

  29. Hi Neil,

    Another amazing post, splendid :). I have a query, what exactly mean “comment responses in a newsletter”.

    Thanks & Regards

  30. Great list. Thanks. Always useful and easy to read

  31. Thanks for sharing valuable information Neil! Re-purposing an old content leads to huge spike in organic traffic and gets fresh backlinks processing the site to higher ranking.

    It’s really interesting to use your old content to drive new traffic. Story telling is an another excellent way to add life to your old boring blogs. Thanks again Neil!

  32. Hello Neil,

    Incredible post! There is lot of effort need to do but outcome would be great.

    Additionally, let you know that there is broken link or typo mistake on Michael Hyatt’s free guide on his blog in 3rd point.

    Is there any specific websites or something else or what are the technique are you using to generate new marketing method?

    Keep going great job.

  33. Thanks for posting this article and I loved and enjoyed this article. But I would like to ask about how to start getting SERP traffic?

  34. technique is really work. After content update with adding couple tips, have + 10 + 20 by keywords on this page

  35. Cristina Sliva :

    Thanks for sharing this informative blog. This blog is very useful for everyone. keep it on.

  36. Thanks for the informative article neil, I have been looking forward for the same techniques to grow my blog http://www.voiceable.org which is having a lot of old content and i’m trying to implement the same techniques into it.

  37. Great advice. As someone who writes a lot of blog content, I now have some good ideas about how to get more mileage out of it.

  38. I’m wondering if repurposing my old content will look like I’m baiting my audience? Won’t they think that I’m repeatedly sharing the same content on social media, only because it was a massive hit once. Audiences are really sensitive these days, they sense baiting tricks from miles away, so I’m wondering if it will hamper my brand reputation in long run?

  39. Yachika Verma :

    Hey Neil,

    Video tutorial is really helpful. I have been using this for my clients to explain how wordpress backend works. Videos are always better than writing documentations. Things can be explained better. Thanks for sharing this article. Loved it !

  40. Wow! Add all posible in article and today reach #1!!! 1500 words adding, 3 weeks, and grow from #41 to #1

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