Is it hard to figure out the how to make the time to create all the content that you need to in your business? Repurposing is a great way to do that it takes lets you take one piece of content and use it across multiple channels.
But I used to get so frustrating when people would tell me to do that, because I didn’t understand what that actually meant. How do you actually repurpose your content? So that’s what we’re going to talk about today.
Choose a Pillar Content Topic
So the first step to repurposing your content is to make sure that you choose a topic that’s big enough. So we’re going to call this our pillar content. It’s like your one big idea. This is something that you can create a longer piece of content about that has several sub points. And the points under it are really important, because that’s what’s going to let you really easily split up your content to use across multiple channels.
So what do you actually need to do? What does that look like? For me, it looks like video, but it doesn’t have to for you. Video is easiest for me, because I can talk out my ideas and easily turn that into a transcript, and then the transcripts into posts. And so that makes it easy to do.
But creating video is not easy for you don’t feel like you have to start there. Where do you feel the most comfortable creating content? That’s what we want to start with.
Add Your Pillar Content to YouTube or Your Blog
So after you’ve finished your one piece of pillar content, this is where it really gets fun, you’re going to add that content to one channel. So if you have a written piece of content, it’s probably going to go on to a blog post. If you did a video like I do, then you’re probably going to add it onto YouTube.
Make sure that you add that content to the place where it’s going to get you the most good over the long term. Social media is great, but things have a very short shelf life basically right? There are only going to last there for so long. So for our pillar content, we want to make sure that it ends up somewhere that someone can find it if they search for something on Google.
Create a Transcript if You Did a Video
Alright, so if you’re like me created video, you’re going to add that video to YouTube, I turn around and add that video from YouTube to my blog, I add a blog post I have a transcript made I use Otter.AI for that. It transcribes the whole video and actually works really well. I might have to edit it a little bit, format it to add in headings and add some pictures, things like that. But overall, it’s pretty quick. And because I already have those points that I made in the video, those are what become the headings within my blog posts.
Create Pins for Pinterest
Alright, so you have a video and you have a blog post. Now what what can you do from there? First of all, no matter if you have a written piece of blog post, or if you have a video one, make sure to create a couple pins in Canva and add it to Pinterest, it’s a great way for additional traffic to find your website just from Pinterest.
Split Up Your Pillar Content into Posts & Emails
Alright, so once you have that done, we’re going to get back into your blog posts. And we’re gonna split up those topics that you made those different points into different posts and emails.
Here’s some ideas on how to split up your one piece of content into many posts or emails.
- Split one long video up into several shorter videos for social media posts.
- Extract the audio from your video and use it for an episode of your podcast.
- Split up your blog post into several written posts or emails, using one subtopic for each post.
- Pull out a single quote and use it for a short social media post.
The idea is that different people love to consume content in different ways, right. And we want to reach the most people as possible in the way that makes the most sense to them. So within your audience, you’re going to have people who love to read, you’re going to have people who love to watch videos and you’re going to have people who love to listen to audio. You can use the same piece of content to reach all of those people without adding a ton of extra work to yourself.
So you have a video, the short video posts, you have a written posts, you might take it in your entire video and just cut the audio off and use that for a podcast. That’s a great way to add audio content. You can pull quotes so it doesn’t even have to be the entire point. Maybe you pull a single quote out of something that you said and use that for a social media post.
How Many Posts to Get From One Pillar Content Piece
Make sure whatever you do that you want to get at least five to six posts from every blog posts. I don’t do very long videos. I don’t think most people have the time to sit around and watch a half hour video unless it’s on something super in depth. I’d like to do things that are shorter and so if I make a seven to 10 minute video and I can get five to 10 posts for social media out that and maybe three to four emails that I can add send to my list. That’s a great way for me to repurpose content without adding a ton of extra work.
And let’s face it, it takes so much brain space in order to come up with all these ideas for content. So use that one idea, use it on a YouTube video, use it on your blog, add it to Pinterest, add it to a podcast. If you have one, add it to emails and add it to social media posts. Make sure to choose a topic for your content that is big enough that you can have three to five points in it. This will help you really split up that content very naturally to use for social media posts.
And for people who are watching your video or listening to your podcast and help them feel like they got enough information out of it that it was worth their time. People on social media want a quick one. But if you’re gonna sit down and watch the video, you really want to learn a bit a little bit something more.
You Don’t Have To Schedule All Content at Once
Something important to remember is that you don’t have to schedule this content to go out all at the same time. So don’t feel like just because you did a video on content repurposing that same week, you also have to publish it as a blog post and put it out on your blog. And that’s all you’re talking about on social media.
It doesn’t have to be that way, it just means that you have content to go back to. So you can schedule things out for the next three to six months, let’s say and split those posts and videos up over that time. So that way, it’s not like you’re in someone’s face constantly talking about the same thing over and over again. It’s okay to break things up, split it up and give yourself that breathing room when it comes to creating content.
Don’t Forget Your Call to Action
The most important thing to remember when you’re creating content is for every single piece of content that you produce, or reproduce, to have a call to action at the end. Make sure that it’s not just about you making someone smile. Your content needs to have a purpose that leads your audience back to the main goal, which as a service-based business, is to book a call with you.
For most of your posts, there should be some kind of call to action that leads back to your website. Your website is the central hub for all of your content. It’s where people can contact you where they can find you where they can reach your social media, see your blog posts, whatever it is. So make all your your call to action to go back to that website.
Your website’s going to work for you 24/7, so that you don’t have to. It’s going to be showing people your testimonials, and letting them know how you help them what services you offer. It’s going to help people see if they’re interested in working with you.
But if you’re just leading them to another spot on social media, and you’re not bringing them back to your website, then you’re missing out on that opportunity for your website to work for you. You really want to make sure that all your content leads back to your website.
Make sure that your website is up to date and has testimonials on there that really show how you get amazing results for your clients. Let them know how they can contact you and what those next steps are. Because we want to make sure that everything goes back to the ultimate goal.
If you are booking clients, then your goal is for people to book calls with you to get in contact with you to book your services. That’s the goal that you’re leading people to and your website helps move people along that buyers journey because it has all the information strategically laid out. Or at least it should.
If your website doesn’t do all of those things for you right now, let’s talk about how you can get a website that really shows the world that you mean business
2 thoughts on “How to Repurpose Your Content Step by Step”
This was amazing, Dara…so clearly explained and encouraging! Thank you for spelling out the details carefully and specifically. I would love to know a resource or method for the cool adds in your video…sliding in captions, etc. If you have a training, I’d love to know about it!
Hi Sharon, I use Adobe Premiere Rush for my video editing but there are a bunch of other great editing softwares out there. Descript is another one you might look into.