Easy methods to Get Extra Mileage From Your Present Content material


Making good content material is hard. You must make investments a ton of time, effort, and assets.

However if you happen to repurpose it, you can also make it go the additional mile.

Content material repurposing is the apply of reusing all or elements of current content material. This normally includes altering the format, equivalent to from a weblog publish to a video.

For instance, we turned this video on vacation search engine marketing right into a weblog publish.

We repurposed our video into an article

There are two important causes:

  1. Attain extra folks. Individuals who like movies received’t devour your content material if it’s a weblog publish. However repurpose it as a video they usually would possibly.
  2. Get monetary savings. Making new content material is dear. Repurposing your current content material requires fewer assets and is cheaper.

Observe this course of:

1. Embrace the ‘zero-click’ mindset

If you consider it, content material repurposing is a type of content material distribution. You’re taking bits and items of your current content material and dispersing them on different channels.

However right here’s the place many individuals journey up. Most entrepreneurs’ idea of content material promotion is to drive clicks. So, they count on that content material repurposing will do the similar.

Doing this can be a disservice to your repurposing efforts.

Irrespective of the kind of content material you produce, they’re finally vessels in service of a bigger purpose: sharing an essential thought. For us, that concept is that Ahrefs is the best-in-class search engine marketing device. So, it doesn’t matter which format we use or whether or not we get the click on.

So long as the thought is lodged within the brains of our target market, the job is completed. That’s why we’re pleased to make zero-click content material—content material that provides useful, standalone insights with out the necessity to click on.

Our model will likely be top-of-mind for anybody who encounters us on a number of channels and acquire worth from our content material. It doesn’t matter whether or not they clicked by means of. Ultimately, when it comes time to buy, we’ll probably be their number-one alternative.

If you would like your content material repurposing efforts to go effectively, you might want to embrace zero-click content material.

2. Discover your best-performing content material

It’s nearly inconceivable to repurpose each single piece of content material.—particularly if you happen to’re going at it alone. So, you need to prioritize.

One of the simplest ways to do that is to give attention to content material that’s already performing effectively.

Whereas there isn’t a assure that content material performing effectively in a single channel will carry out effectively in one other, it is a sign that there are people who find themselves searching for the matter.

Discovering content material that’s performing effectively relies on the first kind of content material you’re producing. For instance, if you happen to’re creating weblog posts, then you definately’ll wish to use a device like Google Analytics to see which articles have been getting probably the most visitors. You are able to do this by going to Engagement > Pages and screens.

Finding the articles that send you the most traffic via Google AnalyticsFinding the articles that send you the most traffic via Google Analytics

In case your main content material kind is movies, then you could wish to have a look at your most-viewed movies on YouTube:

Most viewed videos on the Ahrefs YouTube channelMost viewed videos on the Ahrefs YouTube channel

3. Begin with channels which can be related

You must begin by repurposing your content material into codecs which can be most just like your main kind of content material. For instance, in case your main content material kind is weblog posts, it’s best to give attention to text-based codecs, like X (previously Twitter) and LinkedIn.

I like to recommend this as a result of content material repurposing takes effort. Many entrepreneurs wish to counsel content material repurposing as an ‘straightforward’ tactic, however that’s not true. Somebody like Gary Vaynerchuk can repurpose at scale as a result of he has a devoted staff.

GaryVee has a dedicated team for content repurposingGaryVee has a dedicated team for content repurposing

So, whereas there are easy circumstances (e.g., reposting your complete article on X), know that the majority repurposing will not be one-to-one.

For instance, say you wish to flip a weblog publish right into a video. Even when the weblog publish content material may be tailored into the video script, you’ll nonetheless must storyboard, file, and edit. That’s plenty of work.

That’s why I counsel beginning your content material repurposing journey with related channels. (Simply make sure that your target market is there.)

Since I write for the Ahrefs weblog, I primarily repurpose my content material on LinkedIn and X. Right here’s an instance the place I repurposed one of many use circumstances from my article on how you can use each ChatGPT and Ahrefs:

My repurposed post on LinkedInMy repurposed post on LinkedIn

It did tremendous effectively, producing >25,000 impressions:

Number of impressions for my LinkedIn postNumber of impressions for my LinkedIn post

4. Adapt your content material for every channel

Each platform has a most popular format, distinctive tradition, and its personal algorithm. So, don’t publish the identical issues all over the place and count on it to be a 100% hit.

For instance, our Chief Advertising and marketing Officer (CMO) Tim Soulo discovered that he obtained differing outcomes when he posted the identical factor on LinkedIn and X:

You wish to adapt your content material for every channel you’re posting in.

For instance, say you wish to repurpose your YouTube video right into a weblog publish. You possibly can’t simply publish your script verbatim. You’d wish to optimize the weblog publish for a goal channel, probably Google search.

To do that, you might want to make sure that the article is concentrating on a subject individuals are looking for. For instance, our video on online marketing did effectively on YouTube. So, I needed to repurpose it right into a weblog publish. To try this, I looked for “online marketing” in Key phrases Explorer to see if there was search quantity.

Search volume for "affiliate marketing"Search volume for "affiliate marketing"
There are 175,000 month-to-month searches for “online marketing”.

Subsequent, I wish to be taught why individuals are looking for “online marketing” on Google so we are able to present them with a related weblog publish that solutions every part they’re searching for. I did this by scrolling right down to the SERP Overview and clicking Determine intents.

Identify intents in Keywords ExplorerIdentify intents in Keywords Explorer

This tells us that folks looking for “online marketing” on Google need to perceive what online marketing is and how you can begin online marketing. We’d wish to reformat our script to one thing like a newbie’s information, protecting the definitions and steps on how you can begin.

To make our article as complete as doable, we are able to click on on the highest three rating pages, click on on Open in, and select Content material hole:

Open in content gap feature in Keywords ExplorerOpen in content gap feature in Keywords Explorer

This opens up the Content material hole report, which reveals you the widespread key phrases these three pages rank for. A few of them will likely be subtopics it’s best to cowl in your article.

Content gap reportContent gap report

For instance, wanting by means of this report, we see potential subtopics like:

  • What’s online marketing
  • Easy methods to do online marketing
  • How does online marketing work
  • How a lot does online marketing make

All of those made it into my repurposed weblog publish:

Table of contents for my affiliate marketing postTable of contents for my affiliate marketing post

Right now, my article will get round 8,800 month-to-month visits from Google:

Number of search visits to my affiliate marketing articleNumber of search visits to my affiliate marketing article

Listed below are some concepts to kick you off in your content material repurposing journey:

1. Flip movies into weblog posts

Moreover online marketing, we’ve additionally turned many movies from our YouTube channel into weblog posts:

I repurposed the online marketing video again within the good outdated days, so I didn’t have any entry to AI. However in the present day, you can also make the method faster with ChatGPT. For instance, right here’s the immediate I gave:

I’m going to provide you a video script about online marketing. Please flip it right into a weblog publish with these subheadings:

Right here’s the script:
*script*

Right here’s what ChatGPT generated:

ChatGPT's repurposed blog post from a videoChatGPT's repurposed blog post from a video

Not ok for a publishable weblog publish (imo), but it surely’s sufficient as an overview so that you can fill within the gaps.

2. Flip weblog posts into movies

The reverse additionally works: We’ve repurposed lots of our weblog posts into movies.

I attempted utilizing ChatGPT for this use case, and it even gave me the photographs and voiceover I wanted for the video:

ChatGPT created images and voiceovers for my videoChatGPT created images and voiceovers for my video

This isn’t sufficient if you wish to make a talking-head video or perhaps a video that’s superb, but it surely might be one thing to work off on.

3. Flip movies right into a course

Content material is often printed chronologically. Sadly, it’s not a really perfect strategy to devour content material. So, why not manage these movies in a logical order and switch them right into a course?

For instance, our content material advertising course is solely a assortment of YouTube movies we’ve printed in regards to the matter:

Lessons for our content marketing courseLessons for our content marketing course

Ensure these programs have demand by coming into your goal key phrase into Key phrases Explorer and filtering for phrases like “programs”, “coaching”, and many others.

Finding course-related keywords in Keywords ExplorerFinding course-related keywords in Keywords Explorer

4. Flip particular person movies into one lengthy video

A number of years in the past, we launched every lesson from our search engine marketing coaching course one by one.

Our SEO training course on YouTubeOur SEO training course on YouTube

Afterward, we stitched the entire movies into a protracted (~two hours) video:

Not solely did we get views for every video, however the mixed video additionally obtained 2.6 million views!

We’ve since achieved that for a number of different programs, they usually’ve all achieved effectively.

5. Flip weblog posts right into a e book

What’s the written model of an internet course? Duh, a e book.

You possibly can compile and manage your weblog posts and switch them right into a e book. This could dwell in your web site as an book, or go large and publish it as a hardback/paperback.

We determined to go large (or go dwelling) and turned our newbie’s information to search engine marketing right into a fantastically designed hardcover:

Ahrefs' SEO book for beginnersAhrefs' SEO book for beginners

6. Flip movies into a number of short-form movies

Should you’re producing movies, you’ll be able to extract the perfect moments that may resonate along with your target market and switch them into short-form movies. These can then be printed on a number of platforms: TikTok, Instagram Reels, YouTube Shorts, Twitter, Fb, and extra.

For instance, Slidebean made a video about Elon Musk. They turned a couple of key moments into YouTube shorts:

This quick was additionally republished on Instagram and Fb.

You need to use YouTube’s built-in device to create Shorts. Go to the YouTube app, select your video, click on Remix, then Edit right into a Quick.

YouTube's Edit into a short featureYouTube's Edit into a short feature

Different instruments to do that embrace Descript and inShot.

7. Flip weblog posts into visitor posts

A few of our weblog posts are so complete they span chapters:

Table of contents for our link building postTable of contents for our link building post

Every chapter might be a publish by itself. So, why not flip them into visitor posts?

We name this the “Splintering Method”:

Splintering TechniqueSplintering Technique

Right here’s how you can discover websites to pitch to:

  1. Go to Ahrefs’ Content material Explorer
  2. Seek for phrases related to your area of interest (e.g., keto)
  3. Set Language filter to English (or language you write in)
  4. Set Stay/Damaged filter to Solely dwell
  5. Toggle Filter specific outcomes on
  6. Examine One web page per area, Exclude subdomains, Exclude homepages
How to find guest post opportunitiesHow to find guest post opportunities

Since these websites cowl subjects just like yours, they’re more likely to settle for your visitor publish pitch. Discover the web site proprietor’s or editor’s electronic mail, attain out, and pitch them your subjects.

8. Flip weblog posts or movies into social media posts

Every tip, thought, use case, answer, lesson, takeaway, and customized picture in your content material may be extracted and repurposed as a standalone publish on social media.

Right here’s an instance the place I posted one in all my classes from writing 100 weblog posts for Ahrefs.

Right here, I merely reposted one in all our customized photos:

What I like about doing this commonly is that you would be able to collect concepts from the group and replace your posts sooner or later. For instance, I posted all of the errors from my search engine marketing errors publish and requested if I missed something.

The feedback gave me a number of errors that I might embrace within the publish once I replace it subsequent time.

9. Flip weblog posts into Reddit posts

Entrepreneurs are inclined to keep away from Reddit due to the group’s hatred for something promotional.

However Reddit wants content material to thrive. As long as your content material is useful, you’re welcome to the entrance web page of the Web.

To do that, publish a tl;dr model of your content material and strip away all inside and exterior hyperlinks. Solely on the finish of your publish do you permit a hyperlink again to your authentic piece of content material.

Right here’s an instance of how Tim does it:

Tim Soulo's post on RedditTim Soulo's post on Reddit

Remaining ideas

Take a look at this masterclass in content material repurposing:

  1. Sahil Bloom creates a podcast episode for his chosen matter (“Easy methods to Get Out of a Rut”) and distributes it to the most important podcast platforms (e.g., Apple Podcasts, Spotify).
  2. He then turns the script right into a e-newsletter for his subscribers and publishes it on his web site as a weblog publish.
  3. The publish is changed into a X (Twitter) thread.
  4. Afterward, he turns it right into a long-form LinkedIn publish.

Simply since you’ve printed one thing doesn’t imply everybody has seen it. Make your content material go the additional mile by reusing, repurposing, and reformatting it for a number of platforms so extra folks can view your content material.



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