One of the key skills for any internet marketer is recycling content. Also called re-purposing. In this post I’m going to talk about three ways you can repurpose content. This will save you a ton of time and quite frankly make you a ton more money!
So, in order to get into this. Let’s first define this notion of “content”. Then I want to talk about some basic marketing know how. Finally, I’ll show you a few of the ways I use to repurpose content.
What Is Content?
I’m so tempted to say….content is…well…content! But in all fairness that won’t help! Content is what communicates a message. I create and sell information products and software for a living. In the case of info products, content is the message that’s being delivered. So, in a product about how to blog, the form of the content might be short videos, but the content itself would be the steps required to create and grow a blog. Do you see how content is separate from the form that it’s communicated in? I could have just as easily written a PDF with the same content. Or, I could have created an in person presentation with the same content. Same content, different forms. Think of the content as the gift and the form as the box it comes in and the wrapping paper. (Not a complete analogy, btw! But, I’m trying!)
The Part Everyone Misses–Who’s Receiving The Content?
So, content is a message, a communication. In the info marketing works, it’s generally something being taught. Well, if there’s a message, then there’s a sender and receiver of that message. Or at least there’s an intended or theoretical recipient. No need to create content if you live on a desert island and you’re absolutely sure no one ever will find you. (Although, you might just do it anyway to keep from going crazy!)
In marketing terms, the recipient of the message is called the audience or even a collection of prospects for a given offer that you might want to sell. When “normal” people create content, they generally consider only where the content is coming from. Them. When marketers create content, they greatly consider the recipient of the content.
Who is your content designed for? Will they like it? Do they need it? Much more importantly….do they WANT it? (Even I am guilty of creating products that my market needs, but doesn’t necessarily want.) Great content that no one wants is just a waste of time.
Before you create any content, you need to know the following:
- Who the content is for
- Do they really want the content
Get this part right and you’ll create content that people will trip all over themselves to buy!
3 Ways To Repurpose Content
Now that we’ve got all that straight, let’s talk about how to repurpose content.
So, the content stays the same. It’s the form of the content that gets changed when you repurpose. And, with that it mind it all becomes very easy to do.
Think about what forms content comes in.
- A blog post
- An in person presentation
- A video or series of videos
- A webinar
- Kindle books
- Physical books
And, on and on and on, right?
Now that you know that it’s just the form of the content you’re creating, you can easily change the form. If you wrote a blog post (like this), then turn it into a video. Or how about an in person presentation. Well, if you’ve got that, then you have a webinar. Hmmm…forgot to mention a podcast. Exactly the same content, different box that it comes in.
So, that’s way more than three, or five, or even seven! Overdelivery baby!