Content creation is an integral element of all marketing and growth efforts — with a particular emphasis on maximising returns on investment and time. We’ve said it before, and we’ll say it again — repurposing, reusing and recycling content is a boon for any of you looking to make the most out of your time and energy.
From webinars to workshops, blog posts and podcasts, there are myriad ways to keep your content fresh without starting from scratch. So, without further ado, here’s our easy guide to help you on your way to generating symbiotic content.
Envisioning your content as building blocks can be a fantastic way to squeeze the most out of your concepts. That said, ensuring that each piece is fit for purpose, should be top of your list — so always consider alterations when switching between mediums.
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Instead of one macro piece that broadly covers all the elements of an idea, breaking it down into bite-size chunks to be later collated can be a great way of squeezing the most out of your content. Focusing your efforts on more comprehensive and exploratory points can help you to reach niche audiences, bolster your SEO efforts, and give you key references for later pieces.
What’s more, utilising multiple formats breeds familiarity, and establishes you as a thought leader in the field. The more options for engagement and interaction, the more exposure and credibility you lend to your brand. Simple.
But breaking your content up into more bite-sized texts isn’t the only way — you can also reverse engineer the process. Say you have a webinar recording that you’ve posted in full — you could increase traffic to the original video through ‘taster’ videos, sound bites and quotes across social media.
On Tevent, your recorded past events will remain on-demand on Stage, so you could even direct them to the event itself from your short-form content.
Generally speaking, evergreen content is your best friend as a marketer. One important question to ask yourself when repurposing your content is what this new output will bring to the table. The aim is never to push out diluted, or inexplicably linked points — but to enrich your current body of work, and draw in traffic from new sources.
For example, say you have a long-form listicle that’s garnered a fair bit of attention. Turning the text into an explainer video with typography and motion graphics could bring in a new audience. The majority of us favour video content for digesting information, and you may just pull in traffic for those who don’t have time to read your whole list.
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Re-purposing is, however, a precarious art that can go awry if you’re not careful. That 5-minute explainer video might read drab and dreary if no alterations are made, and your 2000-word blog post might not perform well as a static talking head. Get creative — you’re not reinventing the wheel, you're simply finding a new way to spin it.
If you’re low on resources or time, content syndication can be a great way to reach new audiences. This can be anything from re-publishing guest pieces on your own blog (with permission, of course), to posting text across different platforms that could gain more traction.
Upcycling your content won’t just save you time and money, it can also benefit your brand presence and credibility. As we mentioned earlier, the SEO benefits of refreshed content are hard to ignore. And it’s not just about keywords — search engine crawlers favour worthwhile content that adds value, so doubling down on the topics that offer this will keep those crawlers happy.
We all consume content in myriad ways — and offering up different formats can help make your message more accessible. Some formats are situational and suit a certain user or occasion, so giving your audience the choice will do wonders for your reach. Video content may be the broadest of all, yet not everyone wants to or can watch your content, so try not to be a one-trick pony.
Giving control back to the audience stops your content from becoming stagnant, and allows them to decide how deep they’d like to dive. Some will lap up your detailed analysis, others will want a synopsis, so knowing which eyes you want where is important. Following the life-cycle of your target users will help you to get the right eyes on each piece — knowing where they come from, and, more importantly, where you want them to go is crucial.
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Modular approaches can also be used for different purposes — polished guides lend themselves to FAQs, product tours, and launch videos. Not only is this efficient, but it also keeps your messaging and style consistent, and reinforces both.
There are countless ways to reuse, repurpose and recycle your content, but we’ve put a little list together of some of our favourites for those of you that still need some ideas.
Your blog has a wealth of content, spanning all the way back to your very first SEO or informative endeavour. If you’ve been careful to create a steady stream of evergreen content, you’ll likely have a wealth of topics ripe for the picking. If your blog posts are of a decent length, and well researched, you should have no issues pinpointing which pieces would be the perfect fit. Depending on the post, you could:
1. Turn your blog post into a webinar or video:
Visual content is a great way to engage your audience, and if you’ve already done the research, you’re already well into the planning phase. For webinars, add polls, questions and chats to boost engagement in the topic at hand. For videos, typography and motion graphics are classic winners with audiences — choosing a formula that your audience is familiar with will help them to digest information.
2. Turn your blog posts into a podcast:
Like videos, podcasts can be a lot easier to digest for audiences and can help you to establish yourself as a thought leader in your field. You can find sponsors, spark debates, and generate a healthy fan base to cycle through your other content pieces.
3. Pull quotes for social media:
Since you’ve already done the groundwork, why not use all that interesting research you’ve collated to double down on social media. Your messaging will likely be entwined with your research, so don’t let that good info go to waste.
Webinars are fast becoming an incredible tool in the arsenal of marketers. In 2022, “90% of marketers who held a webinar said it was an effective tool, making it the most widely praised video marketing channel of all those listed.” But investing your time and money into webinars doesn’t have to end when the show’s over, you can also:
1. Grab sound bites from your webinar recordings to use across social media:
We’ve all seen the power of FOMO, well, it’s time to harness that power for good. Sound bites taken from recorded webinars can be a great way to generate intrigue, without giving away all that sweet, sweet content. They’re also highly shareable, so with the right guest, and the right selection, you might just go viral.
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2. Use your webinar recordings to make GIFs:
GIFs are a great way to add a visual break to any text, and are now widely supported across many platforms. Sprinkle them across your social media and blogs to breathe a bit of life back into your posting. It’s time to get down with the kids.
3. Hand-pick testimonials with a personal flare:
Sometimes a quote just isn’t enough. Screen grabs of the chat (with the appropriate permission, of course) from the Stage of your webinar can add a more personal touch to your testimonials. It also adds authenticity — some quotes simply seem too manufactured, so keeping in any avatars, names, and even imperfections can help to bolster genuineness.
Though these formats often rank high in SEO, it can’t hurt to give them a little boost. Though they can be used much like your longer-form thought leadership blog posts, they have the added benefit of being naturally quite modular. Chopping up this content, and exploring the segments in more depth, is the next logical step — you can:
1. Turn them into social media carousels:
Whether it’s an Instagram flick-through of tips or a Twitter thread of your listicles, carousels are a great way to get fresh eyes on your content. You can direct them back to the full blog posts to boost engagement or keep them completely standalone to drive your audience elsewhere. Whichever floats your boat.
2. Make short-form videos that cover each topic:
Short explainer videos, when utilised correctly, are a great way to captivate your audience. With the right visual aids, you can bring your content to life, and spark interest in niche groups — you can even make your own template to save time and money.
These are just a few of our favourites, but there’s still so much more you can do with the tools available. Turn your interviews into well-rounded case studies; product tours into guides; ad campaigns into welcome videos. Quizzes, polls, games, sales decks — you could even make your own comic strip if you wanted. The age-old statement is unequivocally true, you have to work with what you’ve got. Happy recycling, folks. ♻️
It’s about time we outgrew the teething pains of current virtual and remote solutions. Let’s start making remote fun, collaborative and workable for all.
