Easy methods to Repurpose Your Previous Content material – Whiteboard Friday

Breathe new life into your current content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to remodel your outdated content material into priceless property that drive outcomes and enhance model authority.

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Video Transcription

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

I’m tremendous excited to speak with you at present about learn how to take one thing that all of us have, you may odor it, you may odor it, it’s content material that’s burning cash in your pocket, content material that you just truly invested in that’s amassing mud, content material that not drives outcomes, not does something for your enterprise, however you want, you want it may convey some sort of life for your enterprise, some sort of pleasure to your enterprise, some sort of ROI for your enterprise. And in at present’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your outdated content material is burning cash

Have been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your enterprise, could be introduced again to life. That is proper, we’ll go to city on that outdated content material, give it new life, convey it again, and finally provide the means to unlock new ranges of progress for content material that you just thought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 house owners, as entrepreneurs, as CMOs. We have invested in these property, 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 appropriate and every part seemed stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is not driving outcomes. The site 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 enterprise needs. How are you going to convey these items again to life? We’re gonna speak about it.

As well as, you may’ve had just a few items that have been a one-hit marvel. After they hit the web, once they went stay, the web went wild. The leads have been flowing. The income was flowing. The hyperlinks have been flowing. The whole lot was flowing in the appropriate path. However time went on and people items that have been at one level successful, that resonated with folks, that folks embraced, that folks shared, that folks talked about, these items are not producing any buzz for you. They’re not producing any outcomes for you. We’re gonna speak about learn how to convey these one-hit wonders again to life.

And eventually, there may be a chunk that you just, your group, 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 actually perceive and talk the worth that you just convey 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 together with your viewers that you just really feel like your group might have misplaced the way in which and have overlooked the important thing message that you just wished to articulate.

How do you convey all of those items again to life? Issues which might be at present simply getting zzzs, persons are sleeping on them, they are not studying them, they are not participating with them. It is primarily cash simply being burned since you invested time or vitality in them. How do you convey ’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 you can repurpose, you can 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 priceless on the time that they went stay, however perhaps received crickets, perhaps have been a one-hit marvel, or perhaps they have been rating primary and now they’re beginning to tank. How do you convey these items again to life?

There’s just a few issues that you are able to do with textual content content material that may allow you to win. Equally with video content material. Considered one 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 property can be utilized nonetheless at present. A webinar that you just may’ve created, a truly simply speaking head video the place you arrange a digicam and also you talked into the display screen. All of these kind of property could 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 may’ve created two years in the past, three years in the past, could be repackaged even at present.

Easy methods to convey your textual content content material again to life

So let’s begin with text-based content material. Textual content-based content material is likely one of the fundamentals of the web. Whenever you have been excited about text-based content material, to illustrate you’ve a weblog put up. Do you simply press publish and name it a day? No, you’ll want to take that outdated weblog put up 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’re going to begin placing up posts on social instantly 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 issues like carousels. Carousels are a really participating approach to inform a narrative a couple of piece of content material that you just created however inform it in a approach that the consumer, the viewers, the people who find themselves on these channels, may truly get worth from. What do I imply by that?

So to illustrate, for instance, you’ve a weblog put up which might be 5 easy issues that each search engine optimization must know to succeed. Each single a type of slides in a carousel may characterize a type of 5 concepts. In order somebody scrolls they usually begin to swipe their thumb, as they go from one carousel display screen to the subsequent, they’re studying a summarized model of that weblog put up that you just created. And while you begin to share these on social and use hashtags which might be related to your ICP, it provides you the flexibility to now take an outdated asset that was burning gap in your pocket, not producing outcomes, however give it the flexibility to succeed in new folks, to succeed in an viewers which may not have been on-line on the similar time while you first printed that piece, but in addition have a private connection to extra interactive content material they usually 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 a tremendous instrument that I strongly advocate that you just try.

Electronic mail content material. All these outdated weblog posts, loads 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’ve people who find themselves at present in your web site in all probability downloading issues, signing up for issues. Use your e mail sequences to reshare these outdated weblog posts that you just created which might be so vital 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’ll convey that outdated 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.

Easy methods to convey your video content material again to life

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

What do you assume the second hottest search engine on the planet is? It is YouTube. YouTube goes to provide the means 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 planet. And it simply so occurs that Google owns YouTube, so eh, you’ll be able to win on each websites. That’s the play. Now, that is textual content content material. Whenever you get that video asset created, if you happen to 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 effectively.

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 wonderful. 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 the entire 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 property. You’ve a podcast episode. You’ve that, and you’ve got the video. Take these property and embed them into weblog posts that you’ve produced. That very same weblog put up that you just wrote just a few years in the past, replace the dates, add new information, and now embed both the YouTube video that you just created or the podcast audio that you just created instantly into that piece. And now, you’ve a extra interactive expertise for the consumer and the reader who’s consuming that content material, proper? Then, as soon as you’ve got achieved that, you have to be pages in your web site which might be already rating excessive.

When you have items of content material which might be rating effectively, which might be producing natural site visitors, take these video property, 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, if you happen to’ve received video content material and you might be ranging from floor zero with video, to illustrate you didn’t embrace the thought 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 hearth with similar to no outcomes, you have been investing in YouTube. For instance you have been investing in webinars. A number 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 property that you have created and run this very same playbook, people. Run the very same playbook. Take these outdated webinars, flip them into podcasts, begin embedding them into weblog posts, or write long-form content material based mostly 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 approach 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. Determine just a few key moments the place you are saying one thing particular, saying one thing impactful and vital, after which clip it after which begin sharing that on social. And the entire cycle begins once more.

Easy methods to convey 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 exhibits the voice wave. So once more, if you happen to’re not anyone who likes to be on digicam, it is an excellent different. And begin distributing these on social. Share them on all your 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’ll want to apply to those items of content material that you just invested a lot time and vitality into. And if you happen to can, run by means of these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.

Acquire better return on funding, enhance 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 while 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 taken with shopping for your resolution, your product, your service, no matter it might be. And from this, by having a content material engine that does not let content material simply acquire mud and get on hearth, 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 purpose. You wish to enhance your model authority, as a result of if you are able to do that, then you might be 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 taking part in. And while you do this, you are gonna primarily set your self up as a rocket ship. You are gonna be heading to the Moon. You’re not going to be attempting to seize scraps, and you’ll not be within the rat race of all the time attempting to determine what content material it’s best to create subsequent. As a result of the content material that you have to be optimizing, the content material that you have to be producing has already in all probability been created.

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