What is Content Repurposing?
Content repurposing means recycling your existing content into new formats to increase its reach. For example, taking a webinar and extracting the highlights into a LinkedIn carousel. Or transforming a podcast into a compelling blog post. Recently, content repurposing has become an industry “buzzword”, and for a very good reason! In this article we are going to show you the six key reasons you should embrace repurposing and show you how you use it effectively:
- Minimize your workload
- Maximize your output
- Get great returns on investment
- Create meaningful interactions with your clients
- Reach new audiences
- Soar up the SEO rankings
Let’s get started!
Use content repurposing to minimize your workload!
The content landscape has become more demanding in recent years – with the most successful marketers and creators uploading fresh content daily. All of this comes at a heavy price, with 61% of content creators and 83% of marketing professionals reporting symptoms of burnout. Luckily, by utilizing content repurposing, we can break the burnout cycle and get our creative mojo back.
The first step is to find an existing long-form video or audio piece, and then examine it for possibilities. For example, does an old webinar contain some great key moments that could be attractively repackaged into social media shorts? Let’s go! Could that same webinar be turned into an eBook as well? Why not? Your options are only limited by your imagination.
The good thing about repurposing is that most of the hard work has already been done! When you created your original content piece you had the idea, you executed it, you compiled it, and you published it. Now it’s time to exploit that piece to its fullest. Let’s take an example from a content creator that makes travel documentaries. Using just their existing content they could transform an hour-long Italian documentary into:
- A listicle (Top 10 Places to Visit in Rome)
- A blog (Things We Wish We Knew Before Traveling to the Amalfi Coast)
- An eBook (Italy: Your Ultimate Guide to Adventure)
- Multiple video shorts (How to spend 24 hours in Positano or Hunting for the Best Pizza in Naples)
- Tens of highlight reels (best restaurants, favorite beaches, unmissable architecture etc. etc. etc.)
- Social media stills for all the above
By exploiting a single long-form content piece, and breaking it down into multiple fresh formats, creators get maximum value for minimal effort.
It’s all about the ROI
Because creating new content is labor intensive and costly, content repurposing allows for a significantly better return on investments. Consider that a business may have a whole team on staff just to service their content needs. This can amount to a huge expense. For example, according to Asana, 6 out of 10 marketers will spend the majority of every work day in content creation. Even outsourcing labor doesn’t provide a good enough solution. Finding, vetting, managing, and retaining external contractors often feels like a full-time job itself.
Eliminating the need to constantly create new content allows for an instant reduction in content production costs (and an instant uptick in your sanity). And by repurposing each content piece into dozens of new options, your cost to value ratio decreases, and your return on initial investment increases.
Consider how real people interact with content
Content repurposing also allows us to organically reach people using tried and true advertising techniques. Think about the last time you purchased a new product online. You probably saw some sponsored ads, or a product promoted by an influencer in a video short. You might have followed the brand’s page on social media, and clicked into the website to view the price and reviews before purchasing. If you’re like the average consumer, you probably saw the product or brand at least seven times before you decided to buy.
Repeated exposure is a key component to selling products and building followers, and most of this initial exposure is done through short-form content rather than long. If you’re only creating long-form content, you’re making it much less likely people will discover you, and far less likely that they’ll do so over and over again. However, if you transform that same long-form content into dozens of short-form pieces you’ll increase the odds dramatically.
Reach New Audiences
Your repurposed short-form content needs to be posted in as many places as possible and in as many formats as possible. You should consider posting each piece onto both your website, and every available social media channel to maximize your exposure.
You should also repurpose it into a wide variety of formats. Some people love to watch YouTube videos, whereas others prefer to read articles on websites. If you’re only creating one and not the other, you’re missing out on potential clients.
Use content repurposing to soar up the SEO rankings
Repurposing content also allows you to maximize your business’s SEO performance. Algorithms across search engines prioritize new or updated content pieces. By modifying or updating your content you signal to the search engine that your content is up to date and relevant to audiences.
Furthermore, repurposing content creates an opportunity to target a variety of fresh keywords, and to create new backlinks to reputable or established sites. For example, a video upload may contain metatags, and links in its description. That same video repurposed into a blog post can utilize new relevant keywords, contain more opportunities for links, and even have embedded images which provide further opportunities for new meta-tags.
How AI can be your secret little helper
You can minimize your workload and maximize your profits further by employing GlossAi’s content generator as your new personal assistant. Essentially, GlossAi makes content repurposing easier and faster than doing it alone.
How does it work?
You upload your long form video or audio content into GlossAi and select your desired formats. Then you let the AI generator work its magic. In near real time it will transform your original piece into up to a dozen new options – both written and visual.
How will it know what to include?
Unlike other AI content generators, GlossAi has been specially trained to recognize voice fluctuations, pauses, volume changes, body language, text on screen and more to automatically find and extract the highlights. Its editing software is so human-like that it needs no outside input at all to create ready-to-go results.
What if I still want to make changes?
GlossAi has an easy-to-use inbuilt editor that will allow you to add or delete any sections you want! It also learns your preferences overtime, so that it becomes more personalized with each use.
What if I want it to reflect my brand?
Too easy! GlossAI allows you to upload your brand book – fonts, colors, logos, and automatically adds these into the final product.
Will it be truly ready to upload to social media?
Absolutely! GlossAi automatically writes posts, chooses still images, and even adjusts aspect ratios for each platform – ready for instant upload.
It sounds too good to be true
We stand by our product so much that we are offering to repurpose your first two videos for free. We are confident that once you try our software you’ll never go back to manual repurposing again.
Still not sure? Check out these testimonials from satisfied customers.