How one can Repurpose Your Previous Content material – Whiteboard Friday

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 Be a part of Ross Simmonds on this Whiteboard Friday as he shares methods to remodel your outdated content material into precious property that drive outcomes and increase model authority.

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

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

I’m tremendous excited to talk with you immediately about how one can take one thing that all of us have, you would possibly scent it, you would possibly scent it, it’s content material that’s burning cash in your pocket, content material that you simply truly invested in that’s gathering mud, content material that not drives outcomes, not does something for your enterprise, however you want, you want it might convey some sort of life for your enterprise, some sort of pleasure to your enterprise, some sort of ROI for your enterprise. And in immediately’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Your outdated content material is burning cash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 gathering any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your enterprise, may be introduced again to life. That is proper, we will go to city on that outdated content material, give it new life, convey it again, and in the end provide the capacity to unlock new ranges of progress for content material that you simply thought was useless.

Let’s bounce into it. So we’re all there. We’ve got 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 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 best and every little thing regarded stunning, 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 might be beginning to see that content material that at one level was a money cow is not driving the outcomes that you simply and your enterprise needs. How will you convey these items again to life? We’re gonna speak about it.

As well as, you would possibly’ve had a number of items that had been a one-hit surprise. After they hit the web, after they went reside, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. Every little thing was flowing in the best route. However time went on and people items that had been at one level successful, that resonated with individuals, 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 how one can convey these one-hit wonders again to life.

And eventually, there could be a chunk that you simply, your staff, your group created early on that actually communicated among the key messages that you really want your viewers to listen to, among the key tales, among the key concepts, among the key ideas that really perceive and talk the worth that you simply convey to the market, the ache factors that your clients are having. And these key messages are messages that you simply need to get again on the market. It is a key message that at one level resonated so carefully along with your viewers that you simply really feel like your staff might have misplaced the way in which and have overpassed the important thing message that you simply needed to articulate.

How do you convey all of those items again to life? Issues which might be presently simply getting zzzs, persons are sleeping on them, they are not studying them, they are not participating with them. It is basically cash simply being burned since you invested time or power 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 varieties of content material that you would be able to repurpose, that you would be able to repackage, on the web.

Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, assets that you simply created that, once more, had been very precious on the time that they went reside, however perhaps bought crickets, perhaps had been a one-hit surprise, or perhaps they had been rating primary and now they’re beginning to tank. How do you convey these items again to life?

There’s a number of issues that you are able to do with textual content content material that can allow you to win. Equally with video content material. Certainly 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 immediately. A webinar that you simply would possibly’ve created, a truly simply speaking head video the place you arrange a digicam and also you talked into the display screen. All of a majority of these property may be repurposed. They are often remixed, and they are often reshared in your varied 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. However it’s oftentimes misunderstood that these podcasts that you simply would possibly’ve created two years in the past, three years in the past, may be repackaged even immediately.

How one can convey 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. If you had been occupied with text-based content material, for instance you will have a weblog submit. Do you simply press publish and name it a day? No, you might want to take that outdated weblog submit that you simply created two years in the past after which begin to share it on social. And also you try this with social media posts.

So you will begin placing up posts on social straight in your varied 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 simply’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 have now issues like carousels. Carousels are a really participating technique to inform a narrative a couple of piece of content material that you simply created however inform it in a method that the person, 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 will have a weblog submit which might be 5 easy issues that each web optimization must know to succeed. Each single a kind of slides in a carousel might signify a kind of 5 concepts. In order somebody scrolls and so they begin to swipe their thumb, as they go from one carousel display screen to the following, they’re studying a summarized model of that weblog submit that you simply created. And whenever 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 achieve new individuals, to achieve an viewers which may not have been on-line on the similar time whenever you first printed that piece, but additionally have a private connection to extra interactive content material and so they need to interact through a carousel. You need to use instruments like Canva to have the ability to do that, and it’s an incredible software that I strongly advocate that you simply try.

E mail content material. All these outdated weblog posts, a number 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 presently in your web site most likely downloading issues, signing up for issues. Use your electronic mail sequences to reshare these outdated weblog posts that you simply 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 may convey that outdated content material, particularly if it is a one-hit surprise, and produce it again to life to your viewers to like, care about, and see once more.

How one can convey your video content material again to life

Now, one other sort of asset is video content material. You probably have weblog posts, you probably have e-books, you probably have content material that you’ve got 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 that you would be able to learn on digicam. 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 digicam and that form of weirds you out, then as an alternative, perhaps 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 outdated textual content items that you simply 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 capacity to now take these weblog posts that you simply created, that you simply 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 possibly can win on each websites. That’s the play. Now, that is textual content content material. If you get that video asset created, should you create it and also you develop it, now you are right into a trifecta of state of affairs. As a result of now you can take that video content material that you simply developed and you’ll flip it into an entire bunch of latest content material as properly.

What do I imply? In order that video content material asset that you simply simply created, a brand new video, new script that you simply 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 varied podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra individuals hear the audio that was in your video on these totally different channels.

Now, you now have two totally 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 submit that you simply wrote a number of years in the past, replace the dates, add new information, and now embed both the YouTube video that you simply created or the podcast audio that you simply created straight into that piece. And now, you will have a extra interactive expertise for the person and the reader who’s consuming that content material, proper? Then, as soon as you’ve got completed that, you have to be pages in your web site which might be already rating excessive.

You probably have items of content material which might be rating properly, which might be producing natural visitors, take these video property, take these podcasts, embed them in these items so these items get extra attain, get extra eyeballs. And it in the end will affect your rating within the Spotifys, within the Apples, and in YouTube itself.

Now, should you’ve bought video content material and you might be 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 over time, once more, previous to it being set on hearth with similar to no outcomes, you had been investing in YouTube. To illustrate you had been investing in webinars. Plenty 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’ve got 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 simply simply created or that you simply created years in the past, and begin to transcribe it. Rewrite all of that into content material in a method that’s human, pleasant, individuals would love, individuals would adore, and get them to eat it.

Then, the following factor you wanna do is begin chopping up that video. You wanna search for key moments inside the video that you simply 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 a number of 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.

How one can 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 elements 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, should you’re not any individual who likes to be on digicam, it is a terrific different. And begin distributing these on social. Share them on your whole platforms. Share them out, hashtag, let individuals eat them, interact. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.

People, that is the playbook you might want to apply to those items of content material that you simply invested a lot time and power into. And should you can, run by these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.

Achieve larger 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 simply created many years in the past. And whenever you begin to see this, you are in the end 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 concerned with shopping for your answer, 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 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 objective. You need to improve your model authority, as a result of if you are able to do that, then you might be in the end 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 each one of us ought to be taking part in. And whenever you try this, you are gonna basically set your self up as a rocket ship. You are gonna be heading to the Moon. You might be 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 most likely been created.

The following step is easy: return, do an audit, determine your one-hit wonders, determine the depreciating ROI property that you simply invested in earlier than, determine the important thing messages that you simply wanna reiterate to your viewers. And after you have these, begin to run them by 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.