Reconstructing Your Original Content

When the content that you add to your website begins to lose its luster, chances are that you need to inject a bit if jujz (and it took me a long time to find out how to spell that!)

When their content isn’t delivering the results expected, oftentimes website owners or managers will immediately look at their SEO strategies and analyze how well they promoted that content across their various inbound marketing channels. But what they perhaps should be looking at is how they’ve presented that content.

After all, not everyone enjoys reading blog posts. Consider the possibility of delivering the great written content that you have, through a different medium.

Repurposing or Reconstructing Your Unique Content

Repurposing your “old” content can make it look shiny and new, and can increase your brand/product/service exposure too. You can give your written content a chance to appeal to a new non-blog-post-reading audience, by using it as a script for a video, embed it into a post – and capture YouTube browsers as well.

There are many benefits to repurposing content, from opening your company up to a new potential customer base, through to saving you and your team the time needed to come up with content ideas. Of course, the process is much easier when you are working with material that was well written in the first place.

Here are some ideas of where you can look for great pre-existing content that’s dying to be given a makeover:

Where to Look

When searching for content to deconstruct and rebuild into something new, look at things like:

Past blog posts (really focus on past “favorites” [i.e. most visited]
Previous newsletters
Email marketing messages (again, focus on the “favorites” [i.e. those with the highest click through rate, “CTR”)
Past webinars and tutorials that you had broadcasted
Use print material content, such as brochures, pamphlets, or any material that you used in a direct mail campaign
Look at your FAQs and look at where you can perhaps expand on a few points
If you have provided material for other websites, such as any guest blogs, look at how you can use that content to create new blog posts
Social media content

How to Repurpose Content

So how can you repurpose and leverage this original content? Let’s begin with the most obvious…

Curate Past Blog Posts

The easiest way to repurpose any content is to curate your own blog posts and articles. This can be as simple as you taking a slightly different approach to a previous blog, or updating it with new information, or combining several blog posts into a single article.

Create Podcasts

Another great way to repurpose your content using a different medium is to create podcasts. Once you’ve hunted down some of your best blog posts, take out your microphone and turn it into a podcast. As an added benefit, you can then turn the podcast into a great lead generating offer that you can use on your site and/or landing pages.

Start a Video Series

Video marketing is generating impressive results for those who are committed to producing information-rich material, and smart marketers should be breaking out their web cam and be creating videos. Why not use your existing content to create a video series and then upload it to sites like YouTube and Hulu?

You can do something as simple as taking your FAQs and creating short 2-2.5 minute videos that address the question and provide the answer to your viewers. Easy peasy.

Have an Automated Webinar

This is somewhat along the same lines as the above point. You can create an automated webinar that answers FAQs or focuses on a particular topic and “host” it online. Automated webinars are a great way to increase lead conversions they can be set up to have visitors sign up and provide personal information (i.e. an email address) to view your webinar at a predetermined time.

Create a Slideshow of your Webinar

If you’ve hosted a webinar or a tutorial, you can take the content that you provided in that presentation and then put it into a slideshow. That way, those who did not attend your presentation – or those attendees who want to revisit it – can still enjoy it.

Base a Whitepaper on your Webinar

Speaking of webinars, one quick and easy way to put together a whitepaper is to include any important points from that webinar in the whitepaper download. Extra points if you create visual content such as graphs that you can then also use elsewhere (such as post them to Pinterest) to help increase your company’s online footprint.

Make or Break a Report or eBook

As you’ve invested in premium material, why not take some time to put those blogs into a concise and helpful eBook or report? Alternatively, you can deconstruct an eBook that you’ve produced in the past and create articles or blog posts from it.

Create Visually Appealing Content

Visually engaging content is becoming increasingly important on the interwebs. You can take information that you’ve provided in a previous blog or webinar and present it in the form of an infographic. Even the most visually unappealing companies (!) can come up with ideas for creating great looking visuals.