Learn how to Repurpose Your Previous Content material – Whiteboard Friday

Breathe new life into your current content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to remodel your outdated content material into invaluable belongings that drive outcomes and enhance model authority.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 at the moment about methods to 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 just truly invested in that’s amassing mud, content material that not drives outcomes, not does something for what you are promoting, however you want, you want it might convey some sort of life for what you are promoting, some sort of pleasure to what you are promoting, some sort of ROI for what you are promoting. And in at the moment’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Your outdated content material is burning cash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 website, not amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for what you are promoting, could 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 That is proper, we’ll go to city on that outdated content material, give it new life, convey it again, and in the end provide the potential to unlock new ranges of development for content material that you just thought was useless.

Let’s leap into it. So we’re all there. We’ve all had content material that we have invested in. We have all heard a guru communicate 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 belongings, 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 correct and every thing seemed lovely, however now, eh, it is beginning to tank. It’s beginning to tank. It is not driving outcomes. The site 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 just and what you are promoting needs. How will you convey these items again to life? We’re gonna discuss it.

As well as, you would possibly’ve had just a few items that had been a one-hit surprise. Once they hit the web, after they went stay, 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 correct course. 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 discuss methods to convey these one-hit wonders again to life.

And at last, there may be a bit that you just, your staff, your group created early on that basically communicated a number of the key messages that you really want your viewers to listen to, a number of the key tales, a number of the key concepts, a number of the key ideas that actually 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 wish to get again on the market. It is a key message that at one level resonated so intently along with your viewers that you just really feel like your staff might have misplaced the best way and have overpassed the important thing message that you just needed to articulate.

How do you convey all of those items again to life? Issues which might be presently simply getting zzzs, individuals 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 vitality in them. How do you convey ’em again to life? That is what we’re gonna discuss.

We’re gonna discuss 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 forms of content material you can repurpose, you can 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 invaluable on the time that they went stay, 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 just a few issues that you are able to do with textual content content material that may 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 taking a look at now. Kinda meta, however you are taking a look at a video asset. These video belongings can be utilized nonetheless at the moment. A webinar that you just would possibly’ve created, a truly simply speaking head video the place you arrange a digital camera and also you talked into the display screen. All of these kinds of belongings could be repurposed. They are often remixed, and they are often reshared in your numerous channels. We’re gonna discuss that.

Audio content material is the very same factor. There may be 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 would possibly’ve created two years in the past, three years in the past, could be repackaged even at the moment.

Learn 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 likely one of the fundamentals of the web. If you had been desirous about text-based content material, as an example you may have a weblog put up. Do you simply press publish and name it a day? No, you have to take that outdated weblog put up 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’ll begin placing up posts on social immediately 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 put it on the market. You are gonna amplify it. You are gonna share it on these channels. Then, we’ve got issues like carousels. Carousels are a really partaking technique to inform a narrative a couple of piece of content material that you just created however inform it in a means 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 as an example, for instance, you may have a weblog put up which might be 5 easy issues that each search engine marketing must know to succeed. Each single a type of slides in a carousel might characterize a type of 5 concepts. In order somebody scrolls they usually begin to swipe their thumb, as they go from one carousel display screen to the subsequent, they’re studying a summarized model of that weblog put up that you just created. And whenever you begin to share these on social and use hashtags which might be related to your ICP, it provides you the power to now take an outdated asset that was burning gap in your pocket, not producing outcomes, however give it the power to succeed in new individuals, to succeed in 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 they usually wish to have interaction through a carousel. You should use instruments like Canva to have the ability to do that, and it’s a tremendous device that I strongly advocate that you just take a look at.

Electronic mail content material. All these outdated weblog posts, plenty of manufacturers make the error of urgent publish on these items, after which, they simply name it a day. They do not go anyplace. You will have people who find themselves presently in your website in all probability 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 essential to you. As a result of by doing that, you are capable of 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 convey it again to life in your viewers to like, care about, and see once more.

Learn how to convey your video content material again to life

Now, one other sort of asset is video content material. When you’ve got weblog posts, in case you have e-books, in case you have 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 you can learn on digital camera. 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 digital camera 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 potential 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 possibly can win on each websites. That’s the play. Now, that is textual content content material. If you get that video asset created, when you create it and also you develop it, now you are right into a trifecta of scenario. As a result of now you can take that video content material that you just developed and you’ll flip it into a complete bunch of recent 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 totally different channels.

Now, you now have two totally different belongings. You will have a podcast episode. You will have that, and you’ve got the video. Take these belongings and embed them into weblog posts that you’ve produced. That very same weblog put up that you just wrote just a few 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 immediately into that piece. And now, you may have a extra interactive expertise for the person and the reader who’s consuming that content material, proper? Then, as soon as you have completed that, you ought to be taking a look at pages in your website which might be already rating excessive.

When you’ve got items of content material which might be rating properly, which might be producing natural site visitors, take these video belongings, 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, when you’ve bought video content material and you might be ranging from floor zero with video, as an example 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 fireplace with similar to no outcomes, you had been investing in YouTube. For example you had been investing in webinars. A variety 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 belongings that you have 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 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 means that’s human, pleasant, individuals would love, individuals would adore, and get them to eat it.

Then, the subsequent factor you wanna do is begin chopping up that video. You wanna search for key moments inside 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 just a few key moments the place you are saying one thing particular, saying one thing impactful and essential, after which clip it after which begin sharing that on social. And the entire cycle begins once more.

Learn 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 reveals the voice wave. So once more, when you’re not any individual who likes to be on digital camera, it is an important different. And begin distributing these on social. Share them on your whole platforms. Share them out, hashtag, let individuals eat them, have interaction. 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 you have to apply to those items of content material that you just invested a lot time and vitality into. And when you can, run by way of these sequences and convey them again to life, replace them, enhance them, and begin to repurpose them.

Acquire larger return on funding, enhance 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 a long time 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 about shopping for your answer, your product, your service, no matter it might be. And from this, by having a content material engine that does not let content material simply accumulate mud and get on fireplace, you are additionally gonna have the power to extend your BA.

Your model authority out there goes to have the power to begin to rise, proper? That’s the final objective. You wish to enhance 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 ought to be enjoying. And whenever 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 not going to be making an attempt to seize scraps, and you’ll not be within the rat race of at all times making an attempt to determine what content material you need 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 in all probability been created.

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