5 examples of brand content repurposing done well
Imagine you’ve put hours into creating content. You’re waiting for it to go viral and increase your website visitors and conversion. But, it doesn’t happen. It’s now 2 months, and the content you created is still stagnant—no signs of popularity. You now restart by creating new content, hoping the content Gods will reward you this time, but, alas, the same results.
Often, you don’t need to create new content, but repurpose your old ones and land them in front of a new audience to reap maximum rewards for your efforts. So to help with your repurposing, we’ll share five examples of how successful companies are doing it—so you can get started.
1. Springworks turned a webinar into short-form videos (YouTube shorts/Instagram Reels)
Creating a webinar from scratch is a heavy investment: You’ve to research the topic, coordinate with speakers, prepare your speech, ensure tech stability, host the webinar, and engage viewers. So, naturally, you’ll want to gain the maximum ROI on your effort and time, right? That’s what Springworks, an HR company, did.
It cut its webinar into <60-sec clips of YouTube shorts and Instagram Reels that share insight and tips.
You might be wondering, “why to focus on short-form videos?"
a) Short-form videos rank #1 for lead generation and engagement and have the highest ROI.
b) 68% of users are happy to watch a brand video in under 1 minute.
c) Platforms like YouTube and Instagram are investing in short-form videos, and as a result, both these platforms’ algorithms prioritize short-form videos.
Now that you know how vital repurposing your content into short-form videos is, start doing it. All you’ve to do is cut your webinar into <60-sec clip. The video can share tips, product teasers, announcements, and behind-the-scenes, or it can be an explainer/education video.
2. Backlinko repurposed its blog into a YouTube video
YouTube is the best video platform to attract a new audience, engage them, and redirect them to your website (thus increasing your website traffic and search engine rankings). No one knows this better than Brian Dean (the founder of Backlinko).
He repurposed this blog post (originally published in 2013) into a YouTube video.
The result? 260,000 views and counting. Brian recycled the same blog content on YouTube and successfully ranked on YouTube and Google for the same keyword, attracted new users to his website, and increased his email subscribers. All he did was note down the key information in his blog and then record a video presenting the same information.
3. Zapier creates an ebook from its blog posts
Zapier recently converted its blog posts on remote work into an ebook titled The Ultimate Guide to Remote Work. You’ll find hundreds of similar ebooks on different topics on its website. How does it do it? It explained its process: Find blogs on a common topic and convert them into an ebook.
For example, say you’ve written five blogs on SEO: a) What is SEO, b) Guide to On-page SEO, c) Guide to Off-page SEO, d) Guide to technical SEO, and e) The top 10 SEO examples and case studies. Turn these blogs into an ebook titled “The Ultimate Guide to SEO: How to rank higher on search results.”
You can host the book on your website and share it through your email and social accounts. Users can download the content in a PDF format in exchange for their email. That way, the user will have an in-depth guide on a topic, and you’ll increase your email subscribers and brand credibility/awareness. Win-Win!
4. Social Media Examiner wrote a blog post out of its podcast
Social Media Examiner recorded an excellent podcast on how to promote your product and sell it via Instagram Live. It’s an educative and engaging podcast (must-listen for businesses wanting to increase sales through Instagram). The best part? It turned that podcast into an in-depth blog post.
This helped them cater to users who don’t listen to podcasts and consume information through blog posts. That way, through the same content (but after repurposing it into a different format), it widened its content reach.
Likewise, you should too convert your podcasts into blog posts. Start with transcribing your podcast into text. Then, identify the different subtopics you spoke about on the podcast. For example, if your podcast is about content repurposing, you might have talked about the meaning of content repurposing, its importance, examples, how to do it, and case studies. Segregate this information—so you can use them as headers/subheaders in your article. And then finally, add an introduction and conclusion.
5. Semrush repurposed a blog post into an Instagram carousel
Semrush, a leading SaaS SEO platform, created an Instagram carousel out of its article. It just highlighted the key points from its blog content and shared the visual takeaways.
Here’s how you can do it, too:
a) Identify your best-performing blog posts via Google Analytics by filtering for these metrics: top viewed blog posts, time spent on blog posts, and most share article.
b) After you find the top article to repurpose, pull out key points from it.
c) Ask your graphic designer to share those points into visual takeaways.
Pro Tip: You can even share the carousel post on LinkedIn and Facebook.
Content Repurposing for the win!
So, these were some of the examples of content repurposing done well. You might have now understood how to convert one piece of content into multiple formats and save time and effort. Plus, compound your returns on each content by reaching more people.