Repurposing is in the air! And no wonder: who doesn’t want to multiply a piece of content into a dozen or more?
19 Ways and a Process
Readytalk’s Bo Bandy started the ball rolling with a process for building 19 pieces of content from one. An infographic diagrams the process (below).
Because ReadyTalk is in the webinar business, their procedure starts with a webinar. The most important takeway is not so much where they republish, it’s the way they built it into a machine. Each quarter, they produce an event and their procedures and people take it from there. As the best minds in content marketing keep saying, “think like a publisher.”
Want a more comprehensive list of ways to republish? BufferSocial’s article (thank you, Boots Wang for sharing this find) details 21 ways to repurpose content.
Republishing is not just a cut and paste job; some finesse is required. Customize the content to take advantage of the medium and drive traffic. For instance, I might do a blog post that refers to an article I posted. The blog post would be highlights, with a link to the article. Think about the intent: do you want to tell the whole story, or lead readers to the article?
And replicating the article without editing would look like duplicate content to the search engines.
I’ll See Your 21 and Raise You…
Finally, my friend Erin Mannas sent me the beast of republishing, claiming 100 pieces from one! From Oracle, comes How to Turn ONE Piece of Content Into 100.
There are limits to what you can do but here are some more ideas from Bill Widmer for how to post, repost, and post again.
The point is not just massive cloning and productivity — it’s about reaching customers and prospects with material that appeals to their needs. What do your targets want, where do they hang out, what would they read and pass along?
If done well, you can not only multiply your content, you can spread the impact over time. Do that for all your content and you have achieved a drumbeat of marketing that your desired audiences cannot fail to notice.
That’s how you “think like a publisher.”