Stephanie Vermillion

Repurpose Content with These Six Tools

By: Stephanie Vermillion | April 16, 2015 | 
31

Repurpose Content with These Six ToolsBy Stephanie Vermillion

I often wonder if Hermione Granger knew how good she had it. I mean, one day she’s dating the top Quidditch player in the world, and the next she has the power to stop time.

Now, Quidditch players aren’t really my type (too much injury risk in flying broomsticks), but stopping time to read, write, and learn more?

I could get used to that.

Sadly, that time turner has yet to find its way to me. So, I’ve moved on to one of the most valuable marketing superpowers of all—how to repurpose content.

Repurpose Content: The Content Marketing Superpower

Say what? That’s a superpower?

For (busy) content marketers, I’d argue yes, because it’s the closest we can come to being Emma Watts—er, I mean, freezing time.

For example, if you’re a blogger, reaching and attracting new audiences is probably on your goals list.

But, at the same time, you already have a community of readers you’re writing for  and you write for that loyal group first and foremost.

So how can you reach new readers and continue pleasing your audience?

I’ll say it again: Repurpose content.

(Enter triumphant victory music here.)

If you turn those posts into presentations, visuals or eBooks, you can reach new readers across a variety of platforms.

The following six tactics are my go-to to repurpose content and reach new audiences.

SlideShare Turns Content into Presentations

Are list posts part of your blog strategy? What about step-by-step or how-to guides?

Then it’s time to make presentations out of blog posts.

Develop a branded presentation (add social handles, website URL); give each number, step or section its own abbreviated slide; and upload that presentation to SlideShare.

If you repurpose content, it allows you to embed your new presentation on your blog, your LinkedIn profile, or both.

Here’s a blog post I turned into a SlideShare presentation, recapping tips from @AnnHandley’s book “Everybody Writes.”

Make it Visual with Canva

Similarly, those how-to guides and checklists can easily be turned into visuals and infographics with one of my favorite tools ever: Canva.

To create your visual:

  • Pull out those highlights (usually the subhead or bolded part of the list);
  • Paste them into a pre-designed or custom template (based on where you plan to share it);
  • Add some graphics to illustrate the story; and
  • Place your brand’s logo somewhere small (so the visual won’t get stolen).

For example, here’s a simple checklist my agency developed to complement a blog post about B2B content marketing.

Screen Shot 2015-04-11 at 8.54.52 AM

Create a Video Legacy through YouTube

If you’re reading Spin Sucks, you already know why video is important for marketing (SEO, engagement, community building, and more,)  so I won’t belabor the point.

But YouTube is also the perfect place to repurpose content.

Follow the lead of Convince and Convert with Jay Today, and summarize your most compelling, thought-provoking, or helpful blog posts in a short YouTube clip.

It doesn’t have to be professional. It doesn’t have to be perfect. As long as it’s authentic, your audience will enjoy getting to know you in a more personal way.

Tell a Story with Storify

Does your brand host Twitter chats? Or perhaps you had a live Twitter stream during a client event or news conference?

Either way, if there’s a conversation trending on Twitter, there’s a story to be shared on Storify.

Every month the PRSA New Professionals social media chairs host Twitter chats with prominent PR pros. The chats include great conversation, insightful tips, and a lot of takeaways.

Following each chat, the social chairs embed the #NPPRSA tweets into a Storify post, then embed that Storify post onto the PRSA New Professionals main blog.

Recap the conversation to repurpose content and be at its very best. We are able to show participants they were heard, and provide engagement content for new readers. 

Repurpose Content the eBook Way

If you have a set of series posts, or you’re following a content hub strategy for blogging, compile similarly themed posts into one comprehensive eBook.

Another PRSA example to repurpose content follows this strategy: With the PRSA New Professionals blog, we have a monthly series of #ThrowbackThursday posts in which established PR pros share lessons from their days as new pros, along with tips for young pros in the industry.

At the end of the year, we’ll combine all 12 #ThrowbackThursday posts into one downloadable “career tips from the pros” eBook for section members.

Take Advantage of LinkedIn Publishing 

The LinkedIn Publisher tool is quickly becoming one of my favorite tools to repurpose content and star staple in my blog strategy.

A few days after publishing on my blog, I’ll share the post (with a link back and mention to where it originally appeared) on LinkedIn Publisher for those connections who may not regularly visit my site.

Once published, LinkedIn notifies connections about my new post, which is great for both reaching new readers and staying top-of-mind in case those connections just happen to need PR help now or in the future.

Stretch Your Content Further

While we may not have enough magic to stop time, to repurpose content gives us the power to increase efficiency, expand our reach, and further business goals. Just make sure the altered content aligns with the platform you’re publishing on (e.g., short videos, succinct presentations) to keep those new readers engaged.

And, more importantly, if you do happen to have that coveted time turner, please take note that my birthday is April 28, and my shipping address is 969 Parad…

photo credit: Penton’s Clock via photopin (license)

About Stephanie Vermillion


Stephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is co-chair of the PRSA National New Professionals blog, The Edge, and she runs her own weekly blog, PR State of Mind.

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31 Comments on "Repurpose Content with These Six Tools"

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ginidietrich
1 year 1 month ago

You know what I do NOT like about this post? You’re forcing me to do more work. But they are really good ideas and I think I shall heed your advice on this media relations series I’m writing. Thank you!

SMVermillion
1 year 1 month ago

ginidietrich Haha! Well at least the thinking is already taken care of? That’s half – or maybe 75 percent of – the battle. Let me know which of these you end up using, though! I’ll be interested to hear what you think.

blfarris
1 year 1 month ago
I’ve got some other ideas if you are up for it? 1. Take your best podcast episodes and send them off to Rev.com to turn into an ebook. I’ve also used them to turn webinars into text for an ebook. 2. Take a popular post and rewrite it (or hire a freelance writer to do it) and then use that for a guest post on another blog. 3. Take a blog series and make it into an email “class”. I bet the smart people in this community could come up with a few more — but I’m in LOVE with… Read more »
SMVermillion
1 year 1 month ago

blfarris Oh my Lord. Rev.com sounds like the robot I’ve always dreamed of having in my life! 
I love all of these ideas, Brad. Definitely adding them to my list! (Which means I have more work to do now, too, ginidietrich …)

biggreenpen
1 year 1 month ago

SMVermillion ginidietrich I want to play with SlideShare …. will let you know how it goes.

LauraPetrolino
1 year 1 month ago

I love this post so much. Great ideas and I’ve had the slideshare thing on my to-do list every since we discussed it. I’m determined to start making it happen soon!

LauraPetrolino
1 year 1 month ago

SMVermillion blfarris ginidietrich Rev.com! Whoa!

SMVermillion
1 year 1 month ago

LauraPetrolino Thanks, Laura! And I know that whole endless to-do list feeling. I’ll hear about an interesting new tool, add it to my to-do list, and re-add it every single day so I don’t forget. (And that can usually last up to a month since it’s not deadline-driven or pressing.) 
Let me know what you think when you start using it!

SMVermillion
1 year 1 month ago

biggreenpen Yes! Please do let me know, Paula!

creativeoncall
1 year 1 month ago

blfarris Just started using Rev.com myself to transribe my Branding Magazine interviews… what a great, affordable service.

creativeoncall
1 year 1 month ago

Many great ideas… particularly the overall encouragement to repurpose… but I still shudder at the general trend represented by Canva, in  terms of the dumbing-down of “design,” just as the oversimplification of anything can rob it of some power (not that one can’t create great visuals with Canva… but even moreso, many can create multitudinous terrible, or just terribly pedestrian, visuals with it, further contributing to the Content Shlock that amplifies the negative effect of Content Shock).

SMVermillion
SMVermillion
1 year 1 month ago

creativeoncall Not a Canva fan? Thanks for reading, Chuck.

creativeoncall
creativeoncall
1 year 1 month ago

SMVermillion canva is very smart; I just regret the devaluation of design talent and the amplification of “so what” visual clutter

SMVermillion
SMVermillion
1 year 1 month ago

creativeoncall Ah. I see where you’re coming from & totally agree: Canva has nothing on true designers. But sadly there’s not always budget

jolynndeal
1 year 1 month ago

I need to look into your idea with spotify. Excellent!

I’ve been using slideshare for quite some time. It’s such a great way to repurpose content and the platform has millions of users. Your slideshare example is another great tactic where you’ve repurposed another person’s content (Ann Handley). I have seen that done with a different angle where someone shares tips from 10 experts, etc. It generally results in a high share ratio. (if I’m saying that right)

SMVermillion
1 year 1 month ago

jolynndeal Yes! I love that idea of sharing tips from 10 experts. I know ginidietrich has talked about that as a content generation idea, and pairing that with SlideShare would be a great way to combine both concepts (and have a good chance for shares!).

SMVermillion
1 year 1 month ago

creativeoncall As I mentioned, I completely agree on the fact that Canva “designers” have nothing on true designers, and they never will. 
But for those who may not have designers on staff, do you have any posts with tips on how to make sure Canva content doesn’t look terrible or pedestrian? I know I can always improve in that category, so any resources would be welcome!

creativeoncall
1 year 1 month ago

SMVermillion  This is a little like asking where talent and ideas come from… there is an undefinable quality to creativity that can’t be conveyed in a 600 word post or compilation of “tips from the experts.”   That said, just as anyone with real design talent still needs to develop it and educate themselves, we can all at least learn what constitutes great design.  At minimum, we can steep ourselves in the appreciation of good work… turn to classic resources like Communication Arts or Print magazine  or How   (there’s a big HOW design conference coming up in Chicago).

SMVermillion
1 year 1 month ago

creativeoncall Great — thanks for the suggested resources & for reading!

Corina Manea
1 year 1 month ago

Great post Stephanie! I like the Spotify idea. Thanks for that. 
I´ve been playing with the idea of repurposing content on Slideshare for while, I just have to find the time to sit down and do it. 
LauraPetrolino reminds me from time to time to get on video. I´m getting there Laura!

SMVermillion
SMVermillion
1 year 1 month ago

corinamanea Thank you!!

corinamanea
corinamanea
1 year 1 month ago

SMVermillion My pleasure! Useful tips!

LauraPetrolino
1 year 1 month ago

Corina Manea LauraPetrolino YES! You know maybe if you were ogre-like I wouldn’t encourage it as much. So take my pushes for a Corina video presence as a compliment!

SMVermillion
SMVermillion
1 year 1 month ago

LucentPR Thank you for the share & hope you enjoyed it!

SMVermillion
SMVermillion
1 year 1 month ago

LTPR Thanks for the share!

Digital_DRK
1 year 1 month ago

Awesome post Stephanie thank you! [I had no idea who http://harrypotter.wikia.com/wiki/Hermione_Granger was, now I do].

SMVermillion
1 year 1 month ago

Digital_DRK Oh my! You need to get to reading your Harry Potter!! 
(Or, if you need a Cliff Notes version, I’m always happy to talk Harry!) Thanks for reading 🙂

Digital_DRK
1 year 1 month ago

thanks SMVermillion I’ll add it to my bucket list book reading fiction section. 😉

SMVermillion
SMVermillion
1 year 1 month ago

MaturePreneur Thank you for the share!

SMVermillion
SMVermillion
1 year 1 month ago

lorenmeck Thanks, Loren!

lorenmeck
lorenmeck
1 year 1 month ago

SMVermillion Kudos on a great blog! Repurposing content to leverage clients investment and social presence is a great way to faster ROI.

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