How you can Repurpose Your Outdated Content material – Whiteboard Friday

The writer’s views are completely their very own (excluding the unlikely occasion of hypnosis) and will not at all times replicate the views of Moz.

Breathe new life into your current content material. Be a part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your outdated content material into useful belongings that drive outcomes and enhance model authority.

Digital whiteboard image for Ross Simmond's Whiteboard Friday episode on how to repurpose your old text, video and audio content.

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Video Transcription

Howdy, Moz followers. Howdy, “Whiteboard Friday” followers.

I’m tremendous excited to speak with you right this moment about how one can 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 amassing mud, content material that now not drives outcomes, now not does something for your small business, however you want, you want it might convey some kind of life for your small business, some kind of pleasure to your small business, some kind of ROI for your small business. And in right this moment’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your outdated content material is burning cash

Image showing a trash can on fire. Bring your old content back to life and gain a greater return on investment. Bring back your one-hit wonders, and get your key messages back out there.

Have been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your small business, may be introduced again to life. That is proper, we will go to city on that outdated content material, give it new life, convey it again, and in the end provide the means to unlock new ranges of development for content material that you just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 now have 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 best and all the pieces regarded stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is now not driving outcomes. The site 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 small business desires. How will you convey these items again to life? We’re gonna speak about it.

As well as, you may’ve had just a few items that have been a one-hit marvel. After they hit the web, after they went reside, the web went wild. The leads have been flowing. The income was flowing. The hyperlinks have been flowing. Every part was flowing in the best path. However time went on and people items that have been at one level a success, that resonated with individuals, that individuals embraced, that individuals shared, that individuals 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 how one can convey these one-hit wonders again to life.

And at last, there may be a chunk 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 prospects 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 carefully along with your viewers that you just really feel like your crew might have misplaced the best way and have overlooked the important thing message that you just wished to articulate.

How do you convey all of those items again to life? Issues which can 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 basically 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 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 kinds 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, sources that you just created that, once more, have been very useful on the time that they went reside, however perhaps obtained crickets, perhaps have been a one-hit marvel, or perhaps they have 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 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 belongings can be utilized nonetheless right this moment. A webinar that you just may’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 some of these belongings may be repurposed. They are often remixed, and they are often reshared in your varied 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. Nevertheless 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 this moment.

How you can convey your textual content content material again to life

Bring your text content back to life with with social media posts, carousels, infographics, email and video content.

So let’s begin with text-based content material. Textual content-based content material is among the fundamentals of the web. If you have been fascinated by text-based content material, as an example you’ve a weblog publish. Do you simply press publish and name it a day? No, it’s essential to 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 try this with social media posts.

So you’re going to begin placing up posts on social immediately in your varied 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 market it. You are gonna amplify it. You are gonna share it on these channels. Then, we now have issues like carousels. Carousels are a really partaking method to inform a narrative a few piece of content material that you just created however inform it in a manner that the consumer, 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 a weblog publish which can be 5 easy issues that each search engine marketing must know to succeed. Each single a kind of slides in a carousel might signify a kind of 5 concepts. In order somebody scrolls and so they 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 publish that you just created. And if you begin to share these on social and use hashtags which can 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 identical time if you first revealed that piece, but in addition have a private connection to extra interactive content material and so they need to have interaction by way of a carousel. You should utilize instruments like Canva to have the ability to do that, and it’s an incredible software that I strongly suggest that you just try.

E mail content material. All these outdated weblog posts, a whole lot of manufacturers make the error of urgent publish on these items, after which, they only name it a day. They do not go wherever. You have got 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 can be so essential 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 marvel, and convey it again to life to your viewers to like, care about, and see once more.

How you can convey your video content material again to life

Bring your video content back to life using podcasts, blog embeds, long-form content and social clips.

Now, one other kind of asset is video content material. You probably have weblog posts, when you’ve got e-books, when you’ve got content material that you’ve got developed from the textual content lens, why do not you are taking that very same textual content and switch it right into a script? Flip it right into a script that you could learn on digital camera. Flip it right into a script that’s price studying, price speaking about, and if you’re personally not like in the entire concept of desirous to be on digital camera and that form of weirds you out, then as an alternative, perhaps you do a faceless video the place it is simply your audio with animations within the background. However video content material is an incredible 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 suppose the second hottest search engine on this planet is? It is YouTube. YouTube goes to provide the means 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, in case 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 latest content material as effectively.

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 varied 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 belongings. You have got a podcast episode. You have got that, and you’ve got the video. Take these belongings and embed them into weblog posts that you’ve produced. That very same weblog publish that you just wrote just a few years in the past, replace the dates, add new information, 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’ve a extra interactive expertise for the consumer and the reader who’s consuming that content material, proper? Then, as soon as you’ve got finished that, try to be pages in your web site which can be already rating excessive.

You probably have items of content material which can be rating effectively, which can be producing natural site visitors, take these video belongings, 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, in case you’ve obtained video content material and you’re 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 through the years, once more, previous to it being set on fireplace with identical to no outcomes, you have been investing in YouTube. To illustrate you have been investing in webinars. Lots 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’ve got 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 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 manner 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 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 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.

How you can convey your audio content material again to life

Bring your audio back to life through audiograms on social, long form text, and blog embeds

Now, one other kind of content material that comes out of this that we talked about was podcasts, audio content material. Take clips of these audio, these elements 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, in case you’re not someone who likes to be on digital camera, it is an awesome various. And begin distributing these on social. Share them on your entire 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 it’s essential to apply to those items of content material that you just invested a lot time and vitality into. And in case you can, run by way of these sequences and convey them again to life, replace them, enhance them, and begin to repurpose them.

Acquire better return on funding, enhance your model authority, and skyrocket

Bring your audio back to life through audiograms on social, long form text, and blog embeds

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 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 excited 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 acquire mud and get on fireplace, 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 purpose. You need to enhance your model authority, as a result of if you are able to do that, then you’re 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 if you try this, you are gonna basically set your self up as a rocket ship. You are gonna be heading to the Moon. You might be now not going to be making an attempt to seize scraps, and you’ll now 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 try to be optimizing, the content material that try to be producing has already most likely been created.

The following step is easy: 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 upon 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.