We recently covered how to use content marketing to boost your ecommerce sales. Hopefully, you picked up a few tips. The next logical step is learning to repurpose content into multiple pieces that create even more touch points.
Many brands make the mistake of only churning out new articles or filming new videos without fully reusing their existing content. Having to think of new ideas can be exhausting and time-consuming.
Yet, with a few simple tweaks, you can make your current content efforts go further and turn visitors into customers.
Here’s how you can maximize your return on content spend with repurposing and a few tweaks. Don’t work hard! Work smart and repurpose content!
Is Repurposing Content A Fancy Way Of Saying Share?
While your content marketing plan should involve sharing a link to your latest blog post or video on social media and in your general email blast, that isn’t repurposing content.
The overall idea is to take an existing piece of content and tweak it to work for a different medium.
For example, you could turn your blog post into an audio podcast by simply recording it using your phone or laptop. You’ll end up with two pieces of content. Plus, you can splice the audio into shorter clips that can tease the complete episode.
If you film an overview of each product, you could cut these videos into short TikToks or Reels for Instagram. You can still post the original video on your website or YouTube.
Repurposing content shouldn’t be difficult but should allow you to create more touch points that help build trust with potential customers.
10 Ways To Repurpose Content You’ve Already Created
There are hundreds of ideas to repurpose content, but not all will work with the type of content you create or where your customers hangout. So, it’s worth finding a few ideas you can easily execute and create documentation to streamline the process.
Here are 10 ideas to consider when thinking about maximizing your content creation efforts:
- Create videos
- Podcast episodes
- Social media posts
- Email sequence
#1 Create Videos
If you’re comfortable writing blogs or short social media posts, the idea of turning them into videos might make you feel slightly uncomfortable. However, some of your potential customers prefer video.
Most people wrongly assume that filming video is difficult, time-consuming, and costs thousands in gear alone. And that’s before they think about what to film.
The smartphone in your pocket is powerful enough to shoot a decent video with audio that you can use to market your business. Don’t spend thousands buying the latest 4K camera or hiring a studio at the start. If your videos do well, you can invest in better gear.
There are many ways to repurpose blog content into videos, but here are my top two ideas.
You could film yourself reading the article and add images later to illustrate your points. There’s plenty of free video editing software available, including Shotcut (which I use).
With a few staff members, you could film a panel discussion. Turn the subheading and main points into questions that you discuss.
As with any skill, with practice, you can talk and act naturally on camera. My Friend, Dan Bennett runs Video For Entrepreneurs, which teaches small business owners how to look and sound great on videos.
#2 Audio podcast
If you’ve filmed someone reading the article or a panel discussion, export the audio and release it as a podcast episode. Another way to work smarter, not harder!
Otherwise, you can record audio of someone reading the article on your phone. Another option is to record a few people discussing the topics covered in the article on your phone.
Again, don’t spend thousands on gear at the start. If your podcast starts to reach thousands of listeners per episode, you can upgrade to a proper recording setup.
There are plenty of platforms to upload your podcast, including Apple Podcasts, Spotify, and Google Podcasts. Also, attract new listeners by uploading your episodes to the numerous podcast directories available.
If you’re spending hours writing or filming content, why not team up with magazines or niche websites and allow them to republish your content? There’s nothing new with content syndication, but it works well.
You might have to tweak your content to fit within a publication’s guidelines or brand style; or repurpose video content as an article. However, the effort is worth it, as these are great ways to build awareness of your ecommerce brand and your own profile.
#4 Social Media Posts
Repurposing content for social media can be a full-time job. There are so many ideas you can choose from.
For example, blog posts can become text or image quotes. You could post videos as full or shorter clips. Short video clips could become audio with sound wave graphics. If you’re writing how-to posts, you can re-publish sections that answer a specific question.
I’d encourage you to pick a few ideas and stick with them. Create documentation and templates to speed up the process, allowing you to batch. By repurposing content into multiple forms, you keep your social media fresh and engaging.
You’ll probably have lots of data or information that can be repackaged as a quiz. Yes, it’ll take time to build this but can be a great way to add fun to your ecommerce brand and encourage potential customers to interact with you more meaningfully.
As a long-form image, there’s an art to building infographics. So you probably want to work with a freelance graphic designer. Similar to a slide presentation, you need to summarise your article into concise points and use images to tell the story.
The best place to start is by reading: How to Make an Infographic in 30 Minutes.
What I love about infographics is you can use them on your own website and social channels. You can also use them to build backlinks and mentions on other websites.
You might struggle to get a backlink from a niche-related blog if all you have to offer are products. However, by offering an infographic, the editor is more likely to want to use your research in their content and give you a backlink in return.
#7 Create An eBook
Turn a few blog posts into an eBook that explores a topic. It might take a few hours to format them into something you can publish. But once done, your eBook can market your business around the clock.
You can give the eBook away as a lead magnet in return for an email address or use it to reconnect with customers who haven’t recently made a purchase by emailing them a link to download it.
#8 Email Sequence
Imagine you run a Jewelers and sell watches online. You could use your about us page, promotional videos, and blog posts to create a welcome email sequence.
By mixing different media types (text, video, images), you create a more immersive experience that builds trust and attractively introduces your brand. The great news is you probably have all of these assets already.
But the even better news is few of your competitors will take the time to build such an experience. So the effort is worth it, especially as you’ll increase your brand awareness on autopilot!
#9 Frequently Asked Questions (FAQs)
If you’re creating a lot of how-to content, you’ll probably have a ton of content that can be repackaged as Frequently Asked Questions (FAQs).
With written content, you might need to tweak the subtitle into a question, but your section should be fine as is.
You can take existing videos and insert an image or voice-over asking the question that the clip answers. Any video editor will allow you to add static images or audio.
By repurposing content into FAQs, you create a ton of new content you can share on social or with potential customers who have fairly basic questions and don’t need to chat with your support team.
Similar to FAQs, if you’re using industry terms or acronyms, why not create a single page? Firstly you’ve already spent the time to define them. Secondly, you don’t want to waste time explaining them over and over again, so having a glossary can solve many problems at once.
Plus, you can reuse common definitions as social posts or as a fun fact at the bottom of every email newsletter.
Repurpose User-Generated Content In The Mix
Collecting and using reviews and other forms of user-generated content (UGC) is a great way to boost conversion and build trust. Plus, you don’t have to create any content!
You can weave UGC into blog posts, videos, product descriptions, and more. Doing so helps you find new ways to repurpose content, including mixing different sources together. Plus, few ecommerce brands are reusing UGC, so you can stand out further with a little bit of effort!
Repurpose Content And Drive More Sales!
There are plenty of ideas of how to repurpose content you already have. Plus, by trying to maximize your return on investment, you’ll probably find a ton of new content ideas.
The more content you have out in the world, the more likely they are to drive sales for your ecommerce brand as your potential customers will see your brand more often.
So consider what ideas you can try now to produce even more content using what you’ve got. For each idea, make notes and build templates to speed up the process and make it easier to outsource.
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