The right way to Repurpose Your Outdated Content material – Whiteboard Friday

Breathe new life into your present content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your previous content material into beneficial belongings that drive outcomes and increase model authority.

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Video Transcription

Howdy, Moz followers. Howdy, “Whiteboard Friday” followers.

I’m tremendous excited to speak with you as we speak about find out how to take one thing that all of us have, you would possibly odor it, you would possibly odor it, it’s content material that’s burning cash in your pocket, content material that you just truly invested in that’s gathering mud, content material that now not drives outcomes, now not does something for your enterprise, however you would like, you would like it may convey some sort of life for your enterprise, some sort of pleasure to your enterprise, some sort of ROI for your enterprise. And in as we speak’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your previous content material is burning cash

Had been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your web site, not gathering any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your enterprise, may be introduced again to life. That is proper, we will go to city on that previous content material, give it new life, convey it again, and in the end provide the means to unlock new ranges of development for content material that you just thought was useless.

Let’s leap into it. So we’re all there. We have now all had content material that we have invested in. We have all heard a guru converse onstage at a convention and say, “Content material is king. Write extra content material. Create extra content material.” And we have listened. We have developed tons of content material as enterprise homeowners, as entrepreneurs, as CMOs. We have invested in these belongings, however the ROI of a few of them has began to deprecate. It is began to go down.

At one level, it was up and to the fitting and the whole lot regarded stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is now not driving outcomes. The site visitors is now not there. It is now not on web page one of many SERP. You might be beginning to see that content material that at one level was a money cow is now not driving the outcomes that you just and your enterprise needs. How are you going to convey these items again to life? We’re gonna discuss it.

As well as, you would possibly’ve had a couple of items that have been a one-hit marvel. Once they hit the web, once they went dwell, the web went wild. The leads have been flowing. The income was flowing. The hyperlinks have been flowing. Every little thing was flowing in the fitting path. However time went on and people items that have been at one level successful, that resonated with folks, that folks embraced, that folks shared, that folks talked about, these items are now not producing any buzz for you. They’re now not producing any outcomes for you. We’re gonna discuss find out how to convey these one-hit wonders again to life.

And eventually, there may be a bit that you just, your crew, your group created early on that basically communicated among the key messages that you really want your viewers to listen to, among the key tales, among the key concepts, among the key ideas that really perceive and talk the worth that you just convey to the market, the ache factors that your prospects are having. And these key messages are messages that you just wish to get again on the market. It is a key message that at one level resonated so intently along with your viewers that you just really feel like your crew might have misplaced the best way and have overlooked the important thing message that you just needed to articulate.

How do you convey all of those items again to life? Issues which might be presently simply getting zzzs, persons are sleeping on them, they don’t seem to be studying them, they don’t seem to be participating with them. It is basically cash simply being burned since you invested time or power in them. How do you convey ’em again to life? That is what we’re gonna discuss.

We’re gonna discuss how you are able to do that with textual content content material, with video content material, and with audio content material. So these are the three major varieties of content material which you could repurpose, which you could repackage, on the web.

Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, assets that you just created that, once more, have been very beneficial on the time that they went dwell, however perhaps bought crickets, perhaps have been a one-hit marvel, or perhaps they have been rating primary and now they’re beginning to tank. How do you convey these items again to life?

There’s a couple of issues that you are able to do with textual content content material that can allow you to win. Equally with video content material. One in every of my favourite codecs is video content material as a result of it is so versatile. That is precisely what you are taking a look at now. Kinda meta, however you are taking a look at a video asset. These video belongings can be utilized nonetheless as we speak. A webinar that you just would possibly’ve created, a truly simply speaking head video the place you arrange a digital camera and also you talked into the display screen. All of these kinds of belongings may be repurposed. They are often remixed, and they are often reshared in your numerous channels. We’re gonna discuss that.

Audio content material is the very same factor. There’s much less versatility with audio content material, however audio content material is highly effective. Nevertheless it’s oftentimes misunderstood that these podcasts that you just would possibly’ve created two years in the past, three years in the past, may be repackaged even as we speak.

The right way to convey your textual content content material again to life

So let’s begin with text-based content material. Textual content-based content material is without doubt one of the fundamentals of the web. Once you have been enthusiastic about text-based content material, for example you could have a weblog submit. Do you simply press publish and name it a day? No, it’s good to take that previous weblog submit that you just created two years in the past after which begin to share it on social. And also you do this with social media posts.

So you’ll begin placing up posts on social instantly in your numerous channels, whether or not it is LinkedIn, whether or not it is X, whether or not it is Fb, you identify it. No matter channel it’s that you just’re utilizing, you are going to take that asset and also you’re gonna advertise. You are gonna amplify it. You are gonna share it on these channels. Then, now we have issues like carousels. Carousels are a really participating technique to inform a narrative a couple of piece of content material that you just created however inform it in a approach that the person, the viewers, the people who find themselves on these channels, would possibly truly get worth from. What do I imply by that?

So for example, for instance, you could have a weblog submit which might be 5 easy issues that each website positioning must know to succeed. Each single a type of slides in a carousel may characterize a type of 5 concepts. In order somebody scrolls and so they begin to swipe their thumb, as they go from one carousel display screen to the following, they’re studying a summarized model of that weblog submit that you just created. And while you begin to share these on social and use hashtags which might be related to your ICP, it provides you the flexibility to now take an previous asset that was burning gap in your pocket, not producing outcomes, however give it the flexibility to achieve new folks, to achieve an viewers that may not have been on-line on the identical time while you first revealed that piece, but in addition have a private connection to extra interactive content material and so they wish to have interaction through a carousel. You need to use instruments like Canva to have the ability to do that, and it’s a tremendous instrument that I strongly suggest that you just take a look at.

E mail content material. All these previous weblog posts, loads of manufacturers make the error of urgent publish on these items, after which, they only name it a day. They do not go wherever. You will have people who find themselves presently in your web site in all probability downloading issues, signing up for issues. Use your e-mail sequences to reshare these previous weblog posts that you just created which might be so vital to you. As a result of by doing that, you are capable of join with people who find themselves assembly you and interacting with you for the very first time. And you may convey that previous content material, particularly if it is a one-hit marvel, and convey it again to life on your viewers to like, care about, and see once more.

The right way to convey your video content material again to life

Now, one other sort of asset is video content material. You probably have weblog posts, in case you have e-books, in case you have content material that you have developed from the textual content lens, why do not you are taking that very same textual content and switch it right into a script? Flip it right into a script which you could learn on digital camera. Flip it right into a script that’s value studying, value speaking about, and if you’re personally not like in the entire thought of eager to be on digital camera and that form of weirds you out, then as a substitute, perhaps you do a faceless video the place it is simply your audio with animations within the background. However video content material is a tremendous play so that you can repurpose, repackage a few of these previous textual content items that you just developed after which convey them again to life.

What do you suppose the second hottest search engine on the planet is? It is YouTube. YouTube goes to provide the means to now take these weblog posts that you just created, that you just hoped would rank in Google, and now rank within the second hottest search engine on the planet. And it simply so occurs that Google owns YouTube, so eh, you may win on each websites. That’s the play. Now, that is textual content content material. Once you get that video asset created, in the event you create it and also you develop it, now you are right into a trifecta of scenario. As a result of now you can take that video content material that you just developed and you may flip it into a complete bunch of recent content material as properly.

What do I imply? In order that video content material asset that you just simply created, a brand new video, new script that you just simply recorded, it is superb. Take the audio file, extract it out of the video, and begin to add that factor to Apple Podcasts, add it to Spotify, add it to the entire numerous podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra folks hear the audio that was in your video on these totally different channels.

Now, you now have two totally different belongings. You will have a podcast episode. You will have that, and you’ve got the video. Take these belongings and embed them into weblog posts that you’ve got produced. That very same weblog submit that you just wrote a couple of years in the past, replace the dates, add new information, and now embed both the YouTube video that you just created or the podcast audio that you just created instantly into that piece. And now, you could have a extra interactive expertise for the person and the reader who’s consuming that content material, proper? Then, as soon as you have completed that, you ought to be taking a look at pages in your web site which might be already rating excessive.

You probably have items of content material which might be rating properly, which might be producing natural site visitors, take these video belongings, take these podcasts, embed them in these items so these items get further attain, get further eyeballs. And it in the end will affect your rating within the Spotifys, within the Apples, and in YouTube itself.

Now, in the event you’ve bought video content material and you might be ranging from floor zero with video, for example you didn’t embrace the thought of going from textual content to video, you simply occur to have video content material, as a result of through the years, once more, previous to it being set on fireplace with similar to no outcomes, you have been investing in YouTube. For example you have been investing in webinars. Loads of manufacturers create webinars. They put them behind a gate. They get a bunch of signups after which, they by no means truly use them once more. Take these video belongings that you have created and run this very same playbook, of us. Run the very same playbook. Take these previous webinars, flip them into podcasts, begin embedding them into weblog posts, or write long-form content material based mostly off of the fabric inside that video. Take that, an export of the transcript from the video that you just simply created or that you just created years in the past, and begin to transcribe it. Rewrite all of that into content material in a approach that’s human, pleasant, folks would love, folks would adore, and get them to eat it.

Then, the following factor you wanna do is begin chopping up that video. You wanna search for key moments throughout the video that you just developed years in the past, or principally, proper off of that textual content, you wanna take sure clips from that and begin to repackage and repurpose them. Establish a couple of key moments the place you are saying one thing particular, saying one thing impactful and vital, after which clip it after which begin sharing that on social. And the entire cycle begins once more.

The right way to convey your audio content material again to life

Now, one other sort of content material that comes out of this that we talked about was podcasts, audio content material. Take clips of these audio, these elements of your video, and begin to chop them up into audiograms. An audiogram is actually a visible that reveals the voice wave. So once more, in the event you’re not anyone who likes to be on digital camera, it is an incredible various. And begin distributing these on social. Share them on your entire platforms. Share them out, hashtag, let folks eat them, have interaction. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.

People, that is the playbook it’s good to apply to those items of content material that you just invested a lot time and power into. And in the event you can, run by way of these sequences and convey them again to life, replace them, enhance them, and begin to repurpose them.

Acquire better return on funding, improve your model authority, and skyrocket

It is possible for you to to see new ROI, new income, new outcomes from content material that you just created many years in the past. And while you begin to see this, you are in the end going to begin to see a rise within the quantity of individuals speaking about your model. You are gonna see a rise within the quantity of individuals eager about shopping for your resolution, your product, your service, no matter it could be. And from this, by having a content material engine that does not let content material simply gather mud and get on fireplace, you are additionally gonna have the flexibility to extend your BA.

Your model authority available in the market goes to have the flexibility to begin to rise, proper? That’s the final purpose. You wish to improve your model authority, as a result of if you are able to do that, then you might be in the end going to have web new leads, web new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that every one of us needs to be enjoying. And while you do this, you are gonna basically set your self up as a rocket ship. You are gonna be heading to the Moon. You might be now not going to be attempting to seize scraps, and you’ll now not be within the rat race of all the time attempting to determine what content material it is best to create subsequent. As a result of the content material that you ought to be optimizing, the content material that you ought to be producing has already in all probability been created.

The following step is easy: return, do an audit, establish your one-hit wonders, establish the depreciating ROI belongings that you just invested in earlier than, establish the important thing messages that you just wanna reiterate to your viewers. And upon getting these, begin to run them by way of this engine and provides your content material new life. I am Ross Simmonds. Thanks a lot for testing my “Whiteboard Friday.” I hope you loved it and I’ll see you on the web.