How to Maximise Your Content ROI Through Repurposing

by Kate Jones Inspiring Interns

Creating a great piece of written content takes time, energy and, often, a financial investment. Therefore, it makes sense to maximise your return as much as possible. If you simply post it on your blog, you’ll be missing out on opportunities for further exposure.

The best way to achieve a greater return is by repurposing your content across multiple platforms. The benefits of this strategy are numerous: you’ll avoid spreading your resources too thin by focusing on doing one piece well, you’ll reach new audiences by expanding your exposure, and you’ll increase your authority by showcasing your knowledge in different mediums.

Here are nine simple and cost-effective ways to repurpose your content:

Slideshare

Use Google Slides or PowerPoint to turn your content into a visual presentation. Pull out interesting stats or quotes that summarise your message concisely instead of copy-pasting your entire article. Finish with a list of actionable tips, use plenty of great visuals throughout and make sure you include a link back to your site.

Podcasting 

Record yourself and a colleague discussing the theme of your article in audio format and upload it to platforms such as Buzzsprout and Soundcloud. It’s worth investing in a decent microphone to ensure that your audio is of good quality.

Cross-posting 

Repost your article on sites like Medium and LinkedIn. You may have been told to avoid doing this because Google’s algorithm doesn’t like duplicate content, but many experts suggest it will not damage your SEO. Wait for a week after your post goes live on your site to give your site a chance to be indexed by Google.

Guest-posting 

Offer your piece to popular sites in your industry as a guest post. The benefit of this strategy is that you are able to approach the sites where your target audience is most likely to show up. Just make sure they will include a backlink to your site in your author bio.

YouTube

Use the slides you built for Slideshare to create a video of you presenting your content. Use a free screen recording software tool such a Quicktime and, as with podcasting, make sure your audio is of good quality by investing in a decent microphone.

Infographics 

Create a visual representation of the key stats and facts within your piece and share it on visual sharing sites like Pinterest. If you don’t have the design software available to do this yourself, freelance sites like Fiverr provide professional options at a very low cost.

Social sharing

Your video, audio and infographics – as well as a link to your original article – will provide you with a wealth of content for your Twitter and Facebook pages.

Lead magnet 

Turn your article into a free eBook and use it to drive email sign-ups on your site. Simply place an email signup form with a call to action in an easy-to-spot area of your website.

Quora

When searching for information, Quora is the go-to place for many people: they simply ask a question and wait for the experts to respond. Great answers get upvoted and often rank highly in Google searches on the topic. Search through questions related to your blog post and simply paste the relevant content as an answer, ensuring you provide a backlink to your site.

 

Repurposing your content in one or more of the ways listed here will increase the value of your output exponentially. This is an opportunity for you to grow your audience without having to churn out multiple articles each month.

 

Kate Jones writes for Inspiring Interns, which specialises in sourcing candidates for internships and graduate jobs, including digital jobs.