To grow your online business you need to think strategically and that means getting your message, product or content in front of more people.
Here at The Conversions Lab, I focus on the 80/20 rule to content marketing.
I spend less time creating content and more time promoting the content I do create to grow my business.
Your content should have three purposes:
- To generate leads for your business.
- To “Engage” your audience(relationship building).
- To convert your audience into paying customers(Monetize).
You can have the best content in the world, but without an audience it won't do you much good to create more.
In this blog post I want to share with you a strategy I use to get more leverage for every piece of content I create.
- Blog posts
- Information products you've created
- Webinar presentations
- Live Events
- And more….
Now before I dive into the “HOW” to repurpose your content, I want to sell you on why you should be using content repurposing in your business and how you can get more leverage without producing volumes of content.
(P.S. Want a printable copy of the full blog post with all 71 ways to repurpose your content? Click The Image Below To Download Your Copy Now!)
Why Repurpose Content?
- To make content more shareable in order to drive social traffic back to the content.
- To create and display social proof.
- To encourage a 2-way dialogue with your visitors/subscribers/customers to boost engagement.
- To capture emails to build your email list.
- To persuade people on the fence to buy your product.
- To have people register for a webinar.
- To create a funnel process that upsells customers onto other product/service solutions.
- To create more value using a variety of modalities for your customers/members.
- To incentivize customers/members to remain customers/members after the refund period(reduce attrition).
- To grow your brand/positioning/authority/exposure.
- To drive more traffic to your web properities.
- To have alternative modalities to split test.
Content Repurposing Will Be Useful For Two Types of People:
A.) You have an existing business and resources and want to leverage the work you've already created to get a bigger result.
B.) You're just starting out with your business and want to focus on creating, growing and monetizing your audience without constantly creating new content.
Now before you jump in I want to let you know this post is “MASSIVE” and depending on what stage you're at in your business, some of these methods won't apply to you.
To make things easy to navigate there is a table of contents below that will allow you to skip directly to the section that is relevant to your business.
Section I: Blog Posts
If this section I will breakdown the best ways to get more leverage from each blog post you create.
If you already have content on your blog you can apply several of these steps to breathe new life into your content.
1.) Create a cheat sheet to summarize key ideas of the blog post
A cheat sheet is a simple 1-2 page report that breaks down the key ideas of your blog post or topic you're teaching about.
Example: If you write a large list post like the one you're reading you can summarise the best points into a 1-2 page report for someone to digest fast and implement immediately. Then you offer it is a freebie to build your email list.
You can see an example of cheat sheet for Low-Calorie Dieting By Dummies.com
2.) Turn the blog post into a downloadable PDF (print and read offline)
A great way to build your email list is to create a downloadable PDF that people can print and read offline.
When you're creating a large list post or a very detailed blog post some people will want a downloadable version they can refer to. I personally like this myself and upload the PDF's to my Ipad to reference from time to time.
3.) Turn the blog post into content upgrade
A content upgrade is one of my favorite methods for creating lead magnets to build your email list.
A content upgrade is essentially a complimentary piece of content that you offer alongside an existing piece of content, in exchange for the readers email address.
Clay Collins from Leadpages started using this method by offering free landing page templates to compliment what he was teaching in his blog posts.
Leadpages now has a podcast called Conversion Cast where they share strategies they implement in their business and with every episode they offer a content upgrade.
In this episode Tim Paige talked about how he tripled webinar conversions and offered the strategy he used as the content upgrade.
At the top of the post you can see how they implemented the content upgrade with a simple box and call to action.
In the middle of the post they have a bright yellow box with a different call to action offering the content upgrade a second time.
At the bottom of the post they have a large call to action box to download the content upgrade.
When you click on any of the images they use a simple leadbox from leadpages to popup and the reader can enter their email to get the content upgrade. I use Clickfunnels to do this.
Examples of content upgrades:
If you just did a post on Facebook ads, your content upgrade could be an over the shoulder case study breaking down one of your successful campaigns.
If you're in a health niche and you just did a post on why nutrition is key to getting a lean sexy body, you could then offer 3 of your favorite smoothie recipes like girls at Simple Green Smoothies did with their 7 Day Experience freebie.
If you're in the photography niche and just did a post on how to edit pictures with Photoshop, you could then offer your PSD file(Photoshop template) as a content upgrade.
Helpful Tip: Pay attention to which blog posts get the most traffic and engagement and consider creating an epic content upgrade in the future. This could be a piece of software to automate a process, a full Ebook of cooking recipes or something of extremely high value.
4.) Create a slide deck of the key ideas and upload to PDF sharing sites
Another great way to get more visitors to your content is to turn the key ideas of your blog post into a slide deck and then submit it to all of the big PDF sharing sites.
This is a strategy that most business owners aren't implementing and you could be missing out on a lot of potential visitors. According to Slideshare they have over 70 million visitors.
You can see an example of a slide deck below…
5.) Turn the blog post into a webinar
Webinars are my favorite way to deliver content to my audience.
If you're spending time writing epic blog posts, consider turning your blog posts into a step-by-step live training and really breakdown the concept into bite size chunks so your readers can implement what you're teaching easier.
Kevin Rogers from Copy Chief did this recently with his epic post on How To Sell Like The UFC.
The blog post is all about how to create your USP(unique selling proposition) and it was so detailed that he turned it into a webinar series.
If you're spending time creating epic blog posts then one of the best ways to increase engagement, generate more leads and sales is to offer a live webinar to compliment the blog post.
Helpful Tip: Once you run the webinar you can turn the webinar into a evergreen webinar(webinar replay) and offer it as a content upgrade for the blog post to build your email list.
6.) Turn the blog post into social media posts
Once you create a blog post take time to create an engaging image for your favorite social media channels.
If you don't have the money to outsource graphic images you can use Canva which is a great free tool to create images and they have exact templates for each social media platform you may want to use.
7.) Turn the blog post into a series of Tweets
If you use Twitter you should be tweeting your content more than once to get maximum exposure.
You can turn your blog post into a series of tweets by using “quotes” from your blog post to get people back to your content.
8.) Turn blog posts into a Email mini series
One way to breathe life into your old content is to take 5-10 of your best blog posts and turn them into a free email course and drip them out over a 1-2 week period.
This will not only expose people to your best content to increase engagement and deliver goodwill, but you also will get more social shares to your content to help expose your blog to new readers.
9.) Turn blog post into a Podcast
One way to get extra exposure to your blog posts is to create an audio version and upload it to Itunes.
10.) Turn blog post into a video
One of my favorite ways to produce content is video.
If you're creating blog posts you can increase your exposure by shooting a quick 3-4 minute video to upload to Youtube and syndicate on your Facebook page to bring people back to your blog post.
You have a few options when creating videos for your blog posts:
- Create talking head videos like I do that summarise the key points of your blog post.
- Create a static image and you can read the blog post and record the screen with software like Camtasia or Screenflow.
- Create a PowerPoint presentation and record the screen with Camtasia or Screenflow.
When shooting your videos use the 4-Step Video Formula to engage your visitors:
Step 1- Introduce yourself.
Step 2- Tell them what they will learn or ask a question to get their attention and then tell them what they will learn.
Example: Are you burned out from creating endless blog posts? In this video I'm going to show you how to repurpose your content to create, grow and monetize your audience.
Step 3- Deliver the content you promised in step 2.
Step 4- Call to action to get them to take the action you want them to do.
Helpful Tip: You can rip the audio from your videos with Audacity like I outlined in method #9.
11.) Turn a “list post” into multiple video topics and new blog posts
If you're creating detailed list posts you can break it down into multiple video tips.
Example: With this post I could take my favorite steps and create individual 3-5 minute videos on each step. I could also spin those into a new written blog post with images showing how to implement the step.
12.) Turn the blog post into a Twitter card
Promote your blog post with Twitter cards.
A Twitter card allows you to add a call to action with an image or video to grab peoples attention.
Here's how to setup a Twitter Card:
Step 1- Choose the card type you want to use.
Step 2- Add the pertinent meta tags to your page.
Step 3- Run your URL against the validator tool to be approved.
Step 4- After approval you can Tweet the URL and see the Card appear below your tweet.
Step 5- Use Twitter Card analytics to track your results.
13.) Turn the blog post into a infographic
One of the best ways to get readers to pay attention and digest your content is to turn it into an infographic.
Market Domination Media created this infographic to show how effective using infographics can be to small businesses.
14.) Regularly share old content on social media
A great social media strategy consists of sharing content on a regular basis.
One of the best ways to do this is to promote your old content to get more exposure.
(P.S. Want a printable copy of the full blog post with all 71 ways to repurpose your content? Click The Image Below To Download Your Copy Now!)
15.) Create an over-the-shoulder case study video from an old blog post
Case studies are one of the best ways to engage your audience.
A great way to repurpose your content is to do a detailed breakdown of one of your blog posts that is a demonstration of a strategy you're teaching.
This can be added into a paid members area, emailed out to your email list with a “buy now” button displayed towards the end of the video, or offered as a free video optin on a landing page.
16.) Create an epic blog post and then use it as a freebie
You can create “The Ultimate Guide” to <your topic? or “The Definitive Guide” to <your topic”, and then repurpose the guide into a PDF report.
You can leverage this report as a free lead magnet and run paid Facebook ads to build your email list.
You then can add a call to action at the end of your Youtube video to get the report.
You can also leverage this report on live webcasts like Facebook Mentions, Periscope or Blab.
Section II: Create A Swipe File
17.) Offer a swipe file as a content upgrade
A great way to build your email list is to offer a swipe file that compliments the blog post and offer it as a content upgrade.
18.) Use a swipe file as a bonus offer to promote your own product
Swipe files are a great bonus to promote your own product.
Swipe files are extremely valuable when they can help your customers achieve a desired result.
Example: I offered a step-by-step case study and swipe file of one of my email promotions with a product I sold in the past.
I had an email list that I didn't email for months. Most marketers will tell you that if you don't email your list often they will forget about you and the list will essentially be useless.
I proved this theory wrong by showing that if you build a strong connection with your list and deliver massive value that you can revive a “dead list” and generate income by offering a great offer.
This particular campaign made me $10,000 + and I did a 3-hour case study breaking down step-by-step what I did to re-engage the list, deliver goodwill and then offer a product they could purchase.
I included the emails for my customers so they could tweak them to use for their own campaigns.
19.) Use a swipe file to as a bonus offer to promote an affiliate offer
You can use a swipe file also for affiliate promotions.
Just like in step 18, I could use that same offer to promote someone else's product and it would be valuable to anyone who decides to purchase through my affiliate link.
20.) Use a swipe file to build your list and offer a relevant upsell on the thank you page
A great way to use a swipe file is to offer it as a lead magnet to build your list and then offer a relevant product or service that compliments the swipe file for sell on the thank you page.
Section III: Webinars
21.) Create a downloadable/printable worksheet to support your webinar
A great way to boost engagement with your webinars is to offer a downloadable worksheet that is used to support your discussion points on your webinar, and attendees will work from during the webinar.
22.) Create a video that teaches 1 aspect of your webinar presentation
You can create a video that teaches 1 aspect of your webinar presentation.
You can make this available to webinar registrants on the “Webinar Confirmation Page” or you can email it out in the days prior to the webinar.
This will deliver goodwill and increase your show up rate to your webinar.
23.) Get your webinar transcribed and turned into a PDF
After your webinar you can get your webinar transcribed, add relevant slides and turned into a PDF.
You then can email this out to your list and add a link at the bottom of the PDF to your sales offer from the webinar.
24.) Offer the webinar replay as bonus or a paid product
If you create epic webinars packed with value then you can offer this as a bonus for purchasing one of your products.
You also can offer the webinar for a small fee in the future as a standalone product.
Section IV: Email Marketing
25.) Package up a series of your best emails into a swipe file
A great way to build goodwill with your audience is to offer a swipe file of your best emails.
This can be positioned as a bonus for one of your products and you release the bonus after the refund period as an incentive to stay with the course(reducing refunds).
A second way you can offer the swipe file is to give it to your buyers as an unannounced bonus to give your customers more more value than they were expecting. This will boost your goodwill and integrity of the product.
A third way you can position the swipe file is to offer it as an up-sell in the sales funnel process.
26.) Package up a series of emails and sell them as a product
When I first started online marketing I struggled to write engaging emails and I used to purchase swipe files.
This helped me learn how to write engaging emails by modifying the templates to fit my writing style.
You can package up your best emails and sell them as a standalone product so your customers can tweak the emails for their own promotions.
27.) Create over-the-shoulder video case studies of one of your email marketing campaigns
Just like I mentioned in step #18, you can do a detailed case study of one of your best email marketing campaigns.
You can walk your customers through the full email sequence, share the open and click-through rates, and how this translated into sales revenue for your business.
You can use this as a free lead magnet, a standalone paid product, or add it to your paid membership site.
Section V: Video
28.) Do an over-the-shoulder case study of one of your best videos
Take one of your high value videos and create a “deconstruction” breakdown of the call, and provide it as a training module in your paid product or membership.
29.) Upload your Youtube videos to Facebook
If you spend time creating videos you should be uploading them to your Facebook fan page as well.
Videos uploaded to Facebook can get significantly more views than Youtube.
Comedian Nicole Arbour uploaded her video “Dear Fat People” to Facebook and Youtube.
At the time of this post it has 8,728,753 views on Youtube and 34,206,937 views on Facebook.
The video was liked 306,458 times and got 198,398 shares.
Regardless if you agree or disagree with what she is talking about……you can't deny the potential for videos to go viral on Facebook.
30.) Upload your Youtube videos to Facebook and run paid ads to the video
A great way to repurpose your videos is to upload your best Youtube videos that got engagement to Facebook and run paid video ads.
This is a great way to get new fans, build relationships and generate leads for your business.
31.) Turn your talking head video into a mp3 and upload to Itunes
Repurpose your talking hide videos by stripping the audio and uploading them to Itunes as an audio podcast.
32.) Get your video transcribed to use as a blog post and lead magnet
If you prefer to do video blogs you can get your videos transcribed and put the transcription on your blog post below the video to help with search engine rankings.
You can then turn the transcription into a PDF and offer it as a free lead magnet.
33.) Run Youtube paid ads to one of your videos on your Youtube channel
Take a public-listed video from your Youtube channel and leverage the power of paid Youtube video ads.
Not only will this help you to get more views, subscribers and leads, but if you can get 10's of thousands, or even millions of views, you can leverage this social proof that your video marketing methods work on webinars, blog posts, credibility boosters with influencers, your email list and a video case study for your paid membership site.
Tai Lopez did this with his “Here in my garage” video and amassed 65 million + views.
Section VI: Podcast
34.) Email your list when being interviewed on someone else's podcast
When you get interviewed on someone else's podcast you should email your list to share the interview. This is good for social proof, branding and a great way to deliver value to your audience.
This also helps you with building relationships with influencers because you're helping promote their podcast/brand.
35.) Post on your Facebook fan page and group about being interviewed on someone else's podcast
Just like in step #34 you should share the interview on your Facebook fan page and group(if you have one) to help get exposure to the podcast.
36.) Create additional content to support your podcast episode to make it a more complete training
A great way to expand on your value packed podcast is to create additional content to support your training. You can create a video, PDF, mind map, templates and make this complete “podcast full media training” available only to paid members.
Andrew Warner of Mixergy does something similar for his members.
37.) Create a video podcast and turn it into an audio podcast or vice versa
A great way to get more leverage from your podcast is to create both a video and audio version.
To make things simple you can record yourself on video doing the the podcast and then strip the audio with Audacity.
You can upload the video to Itunes video, Youtube and upload the Audio to Itunes.
38.) Create a cheatsheet, or summary cliff notes for your podcast interview that the host can provide to their audience
When you get interviewed on someone else's podcast create a cheatsheet or PDF of the cliff notes and offer it to the host to give to their audience.
Include helpful images and links to support your training and content you covered on the podcast.
Section VII: Coaching And Consulting
39.) Package your core foundational framework for consulting and turn it into a digital product
If you're spending a lot of time doing one on one coaching consider packing your core framework into a digital product to serve a bigger audience.
Create a Facebook group or forum to answers questions and leverage your time.
40.) Do an over-the-shoulder case study and breakdown one of your calls and include it in your product or members area
A great way to leverage your time is to use a program like Skype Recorder and record your consulting calls.
You then can do a complete case study breaking down what you taught in the call and include this to your paid members of your digital product.
41.) Turn one of your consulting calls into a lead magnet
A great way to create a lead magnet is to take one of your consulting calls and offer it for free in order to join your email list.
This will deliver goodwill up front and show your potential customers what they can expect from purchasing your consulting.
Section VIII: Existing Training Courses
42.) Splinter your flagship product
A great way to get people to purchase your flagship product is to use “content splintering”.
You can take a case study or a specific training module from your product and offer it at a low barrier to entry price($7-$10).
You then create a sales funnel around the low tier product and offer the flagship product as the upsell.
The sales funnel would look like this:
Free lead magnet > Low tier product for $7-$10 > Upsell to flagship product
Note: Whatever you promise on the lead capture page/squeeze page should be emailed to the subscriber.
Once the visitor puts their email into the lead capture page you redirect the visitor to your low ticket offer and let them know the freebie you promised is on it's way. You then try to get them to purchase your low ticket offer to get them to become a customer.
43.) Splinter your flagship product for a lead magnet
With this method you would use content splintering to offer the module as a free lead magnet.
So instead of offering the “low ticket offer” for $7-$10 you would give it to the subscriber for FREE and then try to upsell them to your flagship product.
The sales funnel would look like this:
Free lead magnet > Upsell to flagship product
44.) Splinter your flagship product and turn it into a webinar
Another way to splinter your flagship product is to create a webinar presentation on one specific module.
You deliver a value driven webinar presentation and then pitch your flagship product at the end of the webinar.
45.) Provide PDF transcription of your video training content
A great way to compliment your training is to offer a PDF transcription of your videos for your customers to read offline.
This is extremely helpful if you're teaching an advance concept that requires your customer to implement the process in several steps.
46.) Strip the audio from your video to create mp3 downloads
Another great method to make your training user friendly is to strip the audio with Audacity and offer it as a download so your customers can listen to your training on the go.
I go one step further and upload the audio to Soundcloud so my customers have the option to listen to audio online instead of watching the video.
47.) Create 30-45 minute interviews/training/case studies of your best students who purchased and applied your course
A great way to add additional value to your product is to interview your successful students of your course and provide these as bonuses inside the paid members area.
You then can break these down to smaller 5-6 minute case studies/testimonials and use in your sales marketing material.
48.) Create a mind map and over-the-shoulder video training
Create a mind map of your training system, turn this into a downloadable PDF and then create an over-the-shoulder video training talking over the mind map explaining each concept in detail.
49.) Create an over-the-shoulder video of your members area
A great way to demonstrate the value of your product is to create an over-the-shoulder video showing inside the members area.
This allows you to leverage your product to sell your product.
(P.S. Want a printable copy of the full blog post with all 71 ways to repurpose your content? Click The Image Below To Download Your Copy Now!)
50.) Upload your existing products to various marketplaces
51.) Create an over-the-shoulder case study of what of your funnels
Case studies are one of the best ways to repurpose your content and deliver goodwill to your customers.
You can record an over-the-shoulder video of you breaking down a sales page, webinar, upsell funnel, squeeze page or Video Sales Letter and demonstrate everything you did to help your customers duplicate your success.
You can offer this a bonus to a product that you release after the refund period as an incentive to stick with the course.
You also can offer this as an unannounced bonus to give your customers more value than they were expecting to boost goodwill and integrity of your product.
Section IX: Software
52.) Create a simple software to automate a process in your business and offer it on your blog
Get a piece of software created that serves a purpose in your business to automate a process.
This could be a calculator, generator/builder, researcher and make it available on your blog. You then can offer an upsell to users at some logical stage in the process.
My favorite example of this is a tool I use regularly called Buzzsumo, which offers 5 + researched website pages for free, or a premium paid version with unlimited website pages.
Section X: Live Webcasts
53.) Use your best webcasts as a lead magnet or add it to your paid members area
Starting with your content/training rich live webcasts(Facebook Mention, Periscope, Blab), repurpose them into transcripts, session cliff notes, blog posts and mp3 audio.
You can have multiple options:
- Free blog post with downloads of the webcast recordings.
- Free blog post with content upgrades(webcast video recording, transcript, mp3 audio, session cliff notes).
- Turn them into a paid product or add them to your paid membership site.
Section XI: Testimonials
54.) Get your webinar attendees to provide feedback on a Facebook post for social proof
This is one of my favorite ways to use content repurposing and I don't see many people taking advantage of it.
Once you deliver a value packed webinar ask your attendees to leave a testimonial for you on a Facebook Post or if you use Twitter you can ask them to use a hashtag on what they thought about your presentation.
You can use these testimonials to:
A.) Add to your sales page for social proof to get more sales.
B.) Use on your webinar registration pages to get more people to register and show up to the webinar.
55.) Leverage video testimonials as Facebook Carousel ads
A great way to leverage customer testimonials is to run Facebook Carousel ads to a selection of your best testimonials with a clear call to action.
56.) Leverage text testimonials on your webinars, sales page, checkout page and squeeze pages
A great way to increase sales for your product is to use testimonials on your live webinars, on your sales page, your checkout pages and even on your squeeze pages.
57.) Leverage video testimonials at the end of your sales video
One of the best places to leverage your video testimonials is at the end of your sales video. I always close out my Video Sales Letters with customer testimonials sharing their results with my products.
58.) Create a 30-45 second mashup of your customer testimonials, that you can use as an intro or outro for your sales video
A great way to leverage all of your image/video testimonials is to create a short 30-45 second mashup that you can use as an intro or outro to your sales video.
59.) Leverage your testimonials with your email marketing campaigns
A great way to increase sales and get better click-throughs with your email marketing campaigns is to use customer testimonials showing proof your product works.
You can do this with affiliate marketing campaigns if you don't have your own product. To do this you can borrow customer testimonials from the product sales page and use it in your email to drive clicks to the sales page.
Section XII: Live Events And Conferences
60.) Use the recordings of your live event and offer them as a bonus to buy a product you're an affiliate for
If you hold live events or small group workshops you can record the event and then use it as a bonus to purchase a product you're promoting as an affiliate.
To add more value have the recordings turn into Mp3 audio.
61.) Use the recordings of your live event and offer them as a bonus to buy one of your own products
You can also use your recordings from your event to increase value for your own product you're selling.
62.) Use the recordings of your live event and offer them as an unannounced bonus to one of your products to help reduce refunds and increase goodwill
A great way to boost engagement, deliver goodwill and reduce refunds is to offer the recordings after your members purchase the product as an unannounced bonus.
63.) Take one of the videos from your live event and sell it for $7-$10 to generate a buyer and then offer the whole package as the up-sell.
With this method you're using “content splintering” and offering one specific presentation from your live event and offering it as a low ticket offer to create a buyer.
Once they purchase the video for $7-$10 you offer all of the live event recordings as the upsell.
64.) Turn the recordings from your live event into a membership site and drip feed the videos.
A great way to create content for your membership site is to drip feed the video recordings from your live event as new training each month.
65.) Turn the recordings from your live event into a free podcast
Another way to get more exposure with your live event recordings is to strip the audio with Audacity and then upload them to Itunes as a free podcast series.
Section XIII: Mentions/As Seen On
66.) Create a “Media” tab on your blog and list out the authority sites you've been mentioned or interviewed on.
If you're being interviewed on authority sites or you're showcased on a big site like Forbes.com you should create a “Media” tab on your site and link out to where you've been featured.
You can see how Jillian Michaels does it with her “Press” page.
67.) Use 3rd party “mentions” on your free and paid webinars for social proof.
When you run live webinars make sure to mention everywhere you've been featured and interviewed for extra social proof.
68.) Use 3rd party “mentions” on your free 3-part launch video series.
You can also use your 3rd party mentions in your 3-part video series to show you're a credible source and to keep people engaged with your content.
69.) Use 3rd party “mentions” on your squeeze/landing/sales pages.
A great way to increase your conversions is to leverage your 3rd party mentions along side your testimonials from customers.
70.) Email out to your list about being profiled on authority sites like Forbes and Entrepreneur
When you get featured on an authority site like Forbes or Entrepreneur make sure to help promote the article by emailing your newsletter subscribers.
71.) Post on your Facebook fan page and group about being profiled on authority sites like Forbes and Entrepreneur.
The final method is to post to your Facebook fan page and Facebook group to let your fans know you've been featured on the authority site.
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