How to Repurpose Your Old Content – Whiteboard Friday

Breathe new life into your current content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your outdated content material into useful property that drive outcomes and enhance model authority.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 talk with you right now about tips on 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 gathering mud, content material that now not drives outcomes, now not does something for your online business, however you want, you want it might convey some sort of life for your online business, some sort of pleasure to your online business, some sort of ROI for your online business. And in right now’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your outdated content material is burning cash

Had 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 online business, may 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 That is proper, we’ll go to city on that outdated content material, give it new life, convey it again, and in the end provide the capacity to unlock new ranges of progress for content material that you just thought was useless.

Let’s leap into it. So we’re all there. Now we have all had content material that we have invested in. We have all heard a guru converse onstage at a convention and say, “Content 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 suitable and the whole lot regarded stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is now not driving outcomes. The visitors is now not there. It is now 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 now not driving the outcomes that you just and your online business needs. How are you able to convey these items again to life? We’re gonna speak about it.

As well as, you may’ve had a number of items that had been a one-hit surprise. Once they hit the web, once they went dwell, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. The whole lot was flowing in the suitable route. However time went on and people items that had been at one level successful, that resonated with individuals, that folks embraced, that folks shared, that folks talked about, these items are now not producing any buzz for you. They’re now not producing any outcomes for you. We’re gonna speak about tips on how to convey these one-hit wonders again to life.

And eventually, there could be a bit that you just, your crew, your group created early on that basically 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 really 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 need to get again on the market. It is a key message that at one level resonated so intently together with your viewers that you just really feel like your crew could have misplaced the best way and have overpassed 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 presently simply getting zzzs, persons are sleeping on them, they don’t seem to be studying them, they don’t seem to be partaking with them. It is primarily 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 major varieties of content material that you could repurpose, that you could 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 just created that, once more, had been very useful on the time that they went dwell, however perhaps obtained 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. One in all 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 right now. 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. All of these kinds of property may 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. However it’s oftentimes misunderstood that these podcasts that you just may’ve created two years in the past, three years in the past, may be repackaged even right now.

How 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 among the fundamentals of the web. Once you had been serious about text-based content material, as an example you’ve gotten a weblog publish. Do you simply press publish and name it a day? No, it is advisable take that outdated weblog publish 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 straight in your numerous channels, whether or not it is LinkedIn, whether or not it is X, whether or not it is Fb, you identify 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 have now issues like carousels. Carousels are a really partaking technique to inform a narrative a few piece of content material that you just created however inform it in a approach that the person, the viewers, the people who find themselves on these channels, may truly get worth from. What do I imply by that?

So as an example, for instance, you’ve gotten a weblog publish which might be 5 easy issues that each website positioning must know to succeed. Each single a kind of slides in a carousel might symbolize a kind of 5 concepts. In order somebody scrolls and so they begin to swipe their thumb, as they go from one carousel display to the subsequent, they’re studying a summarized model of that weblog publish that you just created. And if 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 if you first revealed that piece, but additionally have a private connection to extra interactive content material and so they need to interact through a carousel. You should use instruments like Canva to have the ability to do that, and it’s a tremendous instrument that I strongly suggest that you just try.

E mail content material. All these outdated weblog posts, plenty 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 will have people who find themselves presently in your web site most likely 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 surprise, and convey it again to life to your viewers to like, care about, and see once more.

How to convey your video content material again to life

Now, one other sort of asset is video content material. If in case you have weblog posts, when you’ve got e-books, when you’ve got 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 that you could learn on digicam. Flip it right into a script that’s price studying, price speaking about, and in case you are personally not like in the entire thought of desirous to be on digicam and that form 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 this planet is? It is YouTube. YouTube goes to provide the capacity 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 this planet. And it simply so occurs that Google owns YouTube, so eh, you may win on each websites. That’s the play. Now, that is textual content content material. Once 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 just developed and you may flip it into a complete bunch of latest content material as properly.

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 superb. 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 individuals hear the audio that was in your video on these completely different channels.

Now, you now have two completely different property. You will have a podcast episode. You will have that, and you’ve got the video. Take these property and embed them into weblog posts that you’ve produced. That very same weblog publish that you just wrote a number of years in the past, replace the dates, add new data, and now embed both the YouTube video that you just created or the podcast audio that you just created straight into that piece. And now, you’ve gotten a extra interactive expertise for the person and the reader who’s consuming that content material, proper? Then, as soon as you’ve got finished that, you ought to be pages in your web site which might be already rating excessive.

If in case you 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 further attain, get further eyeballs. And it in the end will affect your rating within the Spotifys, within the Apples, and in YouTube itself.

Now, should you’ve obtained video content material and you might be ranging from floor zero with video, as an example 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 over time, once more, previous to it being set on hearth with identical to no outcomes, you had been investing in YouTube. For instance you had been investing in webinars. Loads 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, of us. 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 primarily based 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, individuals would love, individuals 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 throughout the video that you just developed years in the past, or principally, proper off of that textual content, you wanna take sure clips from that and begin to repackage and repurpose them. Establish 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 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, should you’re not someone who likes to be on digicam, it is an important different. And begin distributing these on social. Share them on your entire platforms. Share them out, hashtag, let individuals devour them, interact. 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 it is advisable apply to those items of content material that you just invested a lot time and power into. And should you can, run via these sequences and convey them again to life, replace them, enhance them, and begin to repurpose them.

Acquire 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 just created many years in the past. And if 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 inquisitive about shopping for your resolution, 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 aim. 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 web new leads, web new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that every one of us must be enjoying. And if you do this, you are gonna primarily set your self up as a rocket ship. You are gonna be heading to the Moon. You might be now not going to be attempting to seize scraps, and you’ll now not be within the rat race of at all times attempting to determine what content material it’s best to create subsequent. As a result of the content material that you ought to be optimizing, the content material that you ought to be producing has already most likely been created.

The subsequent step is easy: return, do an audit, determine your one-hit wonders, determine the depreciating ROI property that you just invested in earlier than, determine the important thing messages that you just wanna reiterate to your viewers. And upon getting these, begin to run them via 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.