Chapter 8: Content Repurposing
Chapter 8 of 15
Chapter 8: Content Repurposing
8.1 Repurposing Strategies
Repurposing content maximizes value from existing assets by adapting them for different formats and channels. This extends content reach and improves ROI.
Repurposing Benefits:
- Extends content lifespan
- Reaches new audiences
- Improves content ROI
- Saves time and resources
- Reinforces key messages
Repurposing Strategies:
- Format Conversion: Blog to video, video to blog
- Platform Adaptation: Adapt for different social platforms
- Audience Segmentation: Tailor for different audiences
- Update and Refresh: Update old content with new information
- Compilation: Combine related content into guides
Common Repurposing Examples:
- Blog post → Social media posts
- Video → Blog post transcript
- Webinar → Blog series
- E-book → Blog posts
- Case study → Infographic
- Podcast → Blog post
Repurposing Workflow:
- Identify high-performing content
- Determine repurposing opportunities
- Choose appropriate formats
- Adapt content for new format
- Optimize for target channel
- Distribute repurposed content
8.2 Content Atomization
Content atomization breaks down large content pieces into smaller, reusable assets. This creates multiple content pieces from one source.
Atomization Process:
- Start with pillar content (comprehensive piece)
- Extract key points and insights
- Create smaller content pieces
- Adapt for different formats
- Distribute across channels
Atomization Examples:
- E-book → Multiple Assets: Blog posts, infographics, social posts, emails
- Webinar → Multiple Assets: Blog posts, videos, slides, social posts
- Research Report → Multiple Assets: Blog posts, infographics, presentations, social posts
Content Hierarchy:
- Pillar Content: Comprehensive, in-depth piece
- Supporting Content: Related articles and posts
- Micro-Content: Social posts, quotes, tips
8.3 Repurposing Best Practices
Follow best practices for effective content repurposing.
- Start with high-performing content
- Maintain quality in repurposed versions
- Adapt for each format and channel
- Update information when needed
- Track performance of repurposed content
8.4 Content Library Management
Organize repurposed content for easy access and reuse.
- Create content library or database
- Tag content by topic and format
- Document repurposing history
- Track content performance
- Maintain content inventory