Videos & Blogs

The Art of Repurposing Content

This is a topic I love and get really geeky about because I think as business owners and entrepreneurs it’s so easy to spin our wheels when it comes to content creation. It’s like we create all of this content and then it sort of just magically disappears and we never use it or repurpose it ever again. So if you’ve ever felt like you need to get better about repurposing your content, this post is for you!

Today I want to share with you how to repurpose your Periscope broadcasts (or any live streaming video) as well as how to repurpose your blog posts.

Periscope Broadcasts. First, I will say I do scope every day but I don’t repurpose every single scope. When I first jumped on Periscope last year I was broadcasting 2-3 times per day and getting a little burned out with having to come up with content. So this year I’ve changed my strategy a bit. I now broadcast M-F at 9:15am PST / 12:15pm EST in a show I call #CoffeeWithKatie. This is more of a morning chit-chat broadcast – we talk business, we talk social, we talk personal and mom stuff. So these scopes I don’t repurpose because they’re just meant to be community building.

I also decided to do one big scope a week – The #GetSocialSmart Show (every Thursday at 4:00pm PST / 7:00pm EST) where I dive a bit deeper into social media strategy. This is the scope that I really focus on repurposing – specifically for my blog. In fact, this post is repurposed from last week’s show on repurposing content (see below)!

How I do this is I save the scope using Katch.me and then embed it into the blog post. What I like about Katch is that it includes the hearts and comments from Periscope, capturing the whole essence of what Periscope is about. There are also some great SEO benefits from using Katch on my blog. Finally, I like that Katch is just easy to use. That’s part of the art of repurposing content – you want to find systems that work for you and are really easy and no fuss.

One of my favorite tools for repurposing Periscope broadcasts in Katch.me

One of my favorite tools for repurposing Periscope broadcasts in Katch.me

Another value of doing this is I do a lot of promotion around my weekly show – through Facebook, Twitter, Instagram, LinkedIn and Google Plus. I believe the art of repurposing content is not just to create content and blast it everywhere, rather, it’s creating content and seeing how far you can stretch it over the course of time. That’s when you really win the game; when you can take a piece of content and stretch it out over 7 days, 14 days, 28 days, 6 months later, etc.

Blog Posts. With a few of my blog posts, especially the really hearty posts or guides that I create, I like to slice them and dice them over time and again, see how far I can stretch them. A great example of this is my Periscope for Newbies post. With this particular post I created the blog post and then about a month later I created a SlideShare.net of the post and embedded that into the blog. I’m a huge fan of SlideShare and it’s a fantastic tool for repurposing content. SlideShare is also owned by LinkedIn so it connects to LinkedIn which is another great benefit.

Check out my Periscope for Newbies blog post as a great example of repurposing content.

Check out my Periscope for Newbies blog post as a great example of repurposing content.

Then, another month or so later I went into my SlideShare and created a video. I uploaded this video to YouTube as well as embedded it into the blog. Again, by doing this I was able to add new life to my original post. Finally, I created a graphic for Pinterest (using Canva.com) and embedded that into the post.

Now, the reason I bring up blog posts is because I believe the heart of repurposing content really starts and ends with your website. If you really want to build your brand, it’s important that your content lives on a platform that you own – your website. Generally that will be your website’s blog section.

Promoting Your Content. If you’re feeling like your spinning your wheels when it comes to content creation, I invite you to look at your promotion systems. When it comes to promoting content, I always say you can’t wait for people to come to you – you need to be putting yourself out there, repeatedly.

Here is a helpful checklist for promoting your blog posts.

Here is a helpful checklist for promoting your blog posts.

One of the first things I do when I’ve created a new piece of content is think, “Who are the 2 or 3 people I could send this to first?” Don’t forget there’s magic in the one-to-one. I know that may sound a little corny, but when you can reach out to people and tell them you thought of them when creating the content, it can go a long, long way.

Another key promotional effort we do is send content out through a dedicated email. Email marketing has been huge for growing my business. Not only do I send one-off emails, but a regular weekly newsletter full of tips, resources and helpful links – like my most current blog posts!

Other ways we promote content is putting a link out on Facebook (I like to post organically to Facebook and don’t use any 3rd party service). I also will generally boost these posts for a small amount of money for 4-5 days. I also use Hootsuite and Edgar to schedule out the content through Twitter several times over the first few days and then continue to auto-drip out over the course of time.

Finally, I’ll also post to LinkedIn and Google Plus, and create images for Instagram and Pinterest. Check out the graphic above for a complete list of ways to promote your blog posts.

Check out my Periscope on this topic:

Do you have a system for repurposing content? I’d love to hear! Leave a comment below OR head on over to our Facebook Group and join in the conversation.  Join Facebook group now >>

 

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