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Your contented is not “one and done” erstwhile published. You’ve spent truthful overmuch clip creating that portion of content. So it makes consciousness to get arsenic overmuch mileage arsenic you tin retired of each portion you create. How bash you bash that? Content repurposing. In this post, you’ll larn the following: Content repurposing is erstwhile you find a caller usage for each oregon parts of your existing content. It usually involves changing up the format of the content, e.g., from a video to a blog post. Here are 3 reasons wherefore you should repurpose your content: You don’t ever person to make each portion of contented from scratch. Not lone is it time-consuming, but it besides makes it hard to standard up your content creation. Instead, instrumentality vantage of what you’ve already created. You’ve enactment successful the hard enactment to make that portion of content, truthful marque afloat usage of it. Remix and reformat it for antithetic channels. We each person antithetic tastes. There are immoderate radical who similar reading. Others similar watching, portion the remainder similar listening. Converting your contented into antithetic formats allows you to scope these antithetic sets of audiences. In 2017, we published this station connected however agelong it takes to fertile connected Google. Two years later, we turned it into a Twitter thread: If you’re doing lawsuit SEO, caller clients volition apt inquire you this question: “How agelong till my website/page ranks connected apical of Google?“ The modular response: it depends. But is determination a amended answer? We did a survey successful 2017 to find out. A thread 👇 We didn’t rerun the study. Neither did we update nor refresh the content. Nothing was changed. But it regained caller beingness erstwhile it was turned into a Twitter thread. Content find is simply a perpetual problem. If your posts are not ranking connected Google, the chances of them being “rediscovered” are low. But they’re astir apt inactive bully pieces of content. They’re conscionable under-discovered. So erstwhile you crook your contented into caller formats connected different platforms, you assistance different radical rediscover your older content. There is nary “one portion of content” you indispensable repurpose. It yet depends connected your goals and strategy. However, contented repurposing does necessitate immoderate work. It’s not a one-to-one conversion—you person to expect to bash immoderate rewriting oregon editing truthful that the contented fits the caller format and platform. Expert “repurposers” similar GaryVee have a squad down them. They’re not going astir it alone. That besides means that if you are doing it alone, you volition not beryllium capable to repurpose each azygous portion of content. Translation: You request to prioritize. A bully mode to bash this is to look astatine what the level wants and repurpose contented specifically for it. For example, suppose you privation to repurpose 1 of your blog posts into a YouTube video. Rather than choosing astatine will, find retired what topics radical are searching for connected YouTube. Then find the best-fit blog station for that taxable and repurpose it accordingly. We’ll spell into much item connected however to bash truthful shortly. Alternatively, you tin simply find your best-performing pieces and repurpose them. After all, if they’re doing good connected 1 channel, determination is simply a higher probability they’ll besides bash good connected another. This tin beryllium arsenic elemental arsenic seeing which of your videos connected YouTube person the most views: You tin besides participate your website into Ahrefs’ Site Explorer and spell to the Top pages report to spot which of your pages get the astir hunt traffic: Ready to repurpose your content? Here are a fewer ideas you tin consider: We often bash this astatine Ahrefs. For example, our blog station connected influencer marketing was repurposed into a video. This is bidirectional. We besides crook our videos into blog posts. For example, this blog station connected affiliate marketing was created utilizing contented successful our video. As mentioned earlier, this is not done randomly. To fig retired which contented we should repurpose, we archetypal find retired which topics radical are searching for. Here’s however we bash it for YouTube: Eyeball the study and spot if determination are immoderate topics that lucifer an existing blog station you have. For example, we tin spot that the word “influencer marketing” gets astir 1,500 monthly searches connected YouTube—exactly the crushed wherefore we repurposed the blog station into a video. If you’re doing it the different mode around—turning a video into a blog post—then travel the aforesaid steps but power the hunt motor to Google. Likewise, look done the study and spot if determination are immoderate topics that lucifer an existing video. Most of your contented is astir apt published chronologically. But chronology is not a large mode to devour content. So wherefore not signifier pieces of contented successful a logical mode and crook them into a course? For example, our SEO grooming course is a bid of YouTube videos neatly arranged into aggregate modules. Likewise, our “how to usage Ahrefs” course is made up of in-app tutorials that already beryllium wrong our reports. How bash you cognize what courses to create? Here’s how: Look done the study and spot if determination are immoderate courses you tin make by repurposing your content. What’s the written mentation of a course? A book! Likewise, you tin compile and signifier your blog posts and crook them into a book. This tin unrecorded connected your tract simply arsenic an ebook. Or you tin adjacent spell large and people it arsenic an existent paperback. This is what CoSchedule did. The issue, however, is that publication find has not kept up with the times. So adjacent aft repurposing, you’ll request to beforehand your book. One mode to bash this is to find sites that collate lists of the champion books successful your niche and get your publication mentioned. Here’s however to find these sites: Go done the database and spot if your publication is simply a bully acceptable for immoderate of these pages. With the popularity of TikTok, short-form videos are a rising format. Even YouTube is getting successful connected the crippled with #shorts. If you person an existing video, it makes cleanable consciousness to disagreement and crook it into aggregate shorter videos. You tin past republish them connected Facebook, LinkedIn, Twitter, Instagram Reels, oregon adjacent arsenic YouTube shorts oregon TikTok videos. For example, this 1 ½ infinitesimal video connected Twitter was primitively portion of a longer YouTube video we published. We walk rather a spot of clip researching each blog post. Some posts are truthful broad that they span a fewer chapters: Each section tin easy beryllium a blog station connected its own. So here’s the idea: Why not crook each of these chapters into a impermanent station for different sites? Not lone is it efficient—you’ve done the probe aft all—but you besides get further exposure, referral postulation and, better, a nexus backmost to your ain site. (And links are an important ranking factor for ranking higher connected Google.) We telephone this conception the “Splintering Technique”: You tin adjacent spell further by changing the position for each topic. For example, Chapter 2 connected “how to physique links” tin easy beryllium transformed into aggregate blog posts: And so on. We word this the “Perspective Technique”: This conception is not “new.” It’s utilized extensively successful the satellite of publication publishing. See, for example, the books written by concern guru Eliyahu Goldratt: It’s fundamentally Eliyahu’s celebrated Theory of Constraints exemplary applied to antithetic perspectives. With a clump of contented you tin “splinter” off, however bash you find sites you tin transportation to? Here’s how: Then, acceptable these filters: If the database is still excessively ample to manage, you tin acceptable much filters (e.g., Domain Rating) to constrictive it down to the best sites. Since these sites screen topics akin to yours, they’re apt to judge your impermanent station pitch. Find the website owner’s oregon editor’s email, scope out, and transportation them your topics. Recommended reading: Guest Blogging for SEO: How to Build High-Quality Links at Scale Every clip we people a post, we promote each idiosyncratic writer to repurpose their contented into a Twitter thread. If you’re trying to lick keyword cannibalization, you mightiness beryllium cutting disconnected your chemoreceptor to spite your face. 🔪👃😱 Here’s why. //THREAD// Google claims that it uses rubric tags ~87% of the clip aft the astir caller updates. Well, we analyzed 953,276 pages and got a overmuch little 66.6% lucifer complaint 😈 A fewer much highlights from our latest @ahrefs information survey 👇 pic.twitter.com/JHn1PkevTm As you tin see, they get a ton of traction. You tin crook the full blog station oregon parts of it into a thread. For example, this thread is from a conception of our blog station connected method SEO: One of the hardest things for SEOs is prioritization. There are a batch of champion practices, but immoderate changes volition person much of an interaction connected your rankings and postulation than others. Here are immoderate method SEO quick wins 🧵 Don’t bounds yourself to blog posts. Videos, podcasts, etc.,—they’re each Twitter thread-worthy material. Ahrefs conscionable crossed $100M ARR being bootstrapped — I talked to their CMO for 1 hr — present are the 13 reasons for their occurrence (#10 amazed me) How bash you constitute a large thread? Let’s get meta and larn from creators connected Twitter themselves: Twitter threads are the caller blogs. Over the past 5 weeks, I’ve 32x my Twitter pursuing posting a thread a day. These 15 learnings volition assistance your threads go viral 🧵 A fewer years ago, I started actively answering questions connected Quora. In the process, I’ve gained implicit a cardinal views. But astir of my answers were not generated from scratch. Instead, I repurposed them from our existing content. How bash you find the right questions to answer? Here’s how: You’ll spot a database of questions that are really ranking connected Google. So by answering these questions, you tin get postulation from both Google and Quora. Pick retired those that you tin repurpose contented for and reply them. Recommended reading: Quora Marketing: ~1 Million Views Generated. Here’s How to Replicate Our Success Marketers thin to skip retired connected Reddit due to the fact that of the community’s aggravated hatred for thing promotional. But Reddit is inactive a societal network—and societal networks request contented to thrive. That means marketers are welcome, arsenic agelong arsenic the contented they station is adjuvant and valuable. One mode to bash this is to people a tl;dr mentation of your contented and portion distant each interior and outer links. Only astatine the extremity of your station bash you permission a nexus backmost to your archetypal portion of content. That’s what our main selling officer, Tim Soulo, recently did on the r/bigseo subreddit. With 74 upvotes and a Silver award, it was beauteous good received. Recommended reading: Reddit Marketing: How to Self Promote connected Reddit and Get More Traffic At Ahrefs, we similar to make customized images that exemplify definite concepts successful our content. Not surprisingly, we besides repurpose them connected our societal media accounts: Content tin go outdated. When that happens, you’ll person to update your content. Do you update everything? No, particularly if you person hundreds of blog posts similar us. Instead, you’ll person to prioritize. Do that by pursuing this flowchart 👇 pic.twitter.com/g7yejRgKOg Go done your content. Each tip, idea, solution, lesson, customized image, oregon takeaway successful your contented tin beryllium extracted and reused arsenic a standalone station connected societal media. Don’t waste it. Most radical repurpose their contented aft it has been published. But contented repurposing, similar content promotion, has to beryllium baked into the instauration process. For contented promotion, that means reasoning astir however you privation to beforehand your contented earlier you statesman creating it. Likewise, for contented repurposing, you person to deliberation astir however you privation to repurpose your contented earlier you make it. Then, portion you’re creating the content, you’re besides repurposing it astatine the aforesaid time. That way, it’s not a huffy dash aft publication. Rather, your repurposed contented tin beryllium launched unneurotic with your published content—and assistance administer it further. Ryan McCready, caput of contented selling astatine Foundation Inc., calls this “active repurposing.” I urge speechmaking this post to spot however helium puts it into action. Any questions oregon comments astir contented repurposing? Let maine cognize on Twitter.1. It’s efficient
2. It allows you to scope audiences who similar antithetic formats
3. It gives your existing contented a caller lease of life
Content repurposing ideas
1. Turn your blog station into a video (and vice versa)
2. Repurpose your videos into a course
3. Turn your blog posts into a book
4. Turn your videos into aggregate short-form videos
5. Turn your blog posts into guest posts
6. Turn your blog station into Twitter threads
7. Turn blog posts/videos/existing contented into Quora answers
8. Turn your contented into Reddit posts
9. Reuse bits and pieces of your existing contented arsenic societal media posts
Final thoughts
English (US)