Sponsor Failory and get your business & product in front of +20,000 CEOs, startup founders, entrepreneurs, developers and marketers every month.

Do you want to grow your business? With GenM you can get free marketing from an apprentice as part of their training . The student will work 40 hours per month creating content, increasing SEO rankings, carrying out advertisement campaigns...

Want to take ownership over the growth of your business, but don't know where to start? Get 1-on-1 advice from vetted growth experts about your business .

No more changing developers every time you start a new project. With our full range of development services, no project is too big, too complex, too mobile or too software for us to complete. We’re the only web-dev partner you’ll ever need.

Want clarity on your next best steps to ramp up growth? A Tuff Growth Marketing Lead will analyze your marketing, product, and business and present your top growth marketing opportunities in a PDF. A $1,000 value free for a limited time .

Crafting and publishing content takes a lot of time. That's why promotion is essential. But sometimes, promotion campaigns don't work really well and you feel as if you have lost money, time and a great opportunity to reach new customers. But don't worry, there are ways to repurpose that published content.

✉️ Invite us into your inbox We're publishing articles like this one all weeks. Submit your email if you want to receive them in your inbox + get 80+ deals on tools to help you scale your startup (worth up to $50,000)! Your subscription could not be saved. Please try again. Your subscription has been successful. Subscribe

Hire digital marketing interns. 40 hours for $49/month.

Learn More!

AD

Reach +20,000 Startup Founders!

If you are looking to get your product in front of founders, CEOs, VPs, web and mobile developers, makers, consultants, marketers, bloggers, product managers, and many other thought leaders, then we can help you.

👉 Sponsorships

Would you like to receive our weekly newsletters featuring more startup help articles and interviews? Yes, please! No, thanks. Thank you. Check your inbox :) Oops! Something went wrong while submitting the form. Try again.

Your one-stop shop for everything dev-related.

Anything you need, our devs can build: complex e-commerce solutions, custom software or SaaS, beautiful WordPress websites… anything. We’ll fix, upgrade & customize your website, so you never have to worry about troubleshooting web stuff ever again.

Let’s get to work!

Grow your business. Get 1-on-1 calls with +100 mentors.

Learn More!

AD

6) Record a Podcast A podcast may be the easiest way to repurpose content. You don’t need fancy equipment or editing software. You can get away with a cheap mic and an editing program like Audacity. The great part about a podcast is you’re exposing your brand to a group of people who’d never discover you otherwise. That is, not everyone likes to consume written work or only go to very specific websites to find it. They’re more willing to try a podcast because they can listen to it while doing something else. Even people who would normally read will choose to listen to a podcast when the option is presented. Here are a few steps to create compelling podcasts from your blog posts: Filter through your content to see which ones will work best. Not all of your old content will work well as a podcast. Look for evergreen content and niche specific content that you can tell stories around. Great podcasts are the ones who can incorporate stories and lessons. Write a script. The way you go through a podcast is different than a blog post. You’ll need to write a script to guide you.If you’re going deep on storytelling then you’ll want to write the script out verbatim. If not, you can just use talking points to guide you. Record and edit your podcast. You don’t need fancy recording tools to make this work. Just make sure your audio is clear. Editing is where the magic happens. Remove most of your sentence fillers like “um.” Promote it. there are tons of places that aggregate podcasts. The most prominent one is the Apple Podcast player. In addition to that, there’s Soundcloud, Stitcher, Podcast addict, TuneIn, Podcast Subreddit, Castro, and Bello Collective. Use a platform like Soundcloud or Libsyn to host your audio files. You can use your own website hosting but it’ll slow your main site to a crawl when a few people are listening to the files. Once you’ve uploaded the file, add it to iTunes and other podcast aggregators. It’ll be discovered by more and more people over time. ‍ 7) Use internal data for proprietary research As a startup, you have a lot of proprietary data. You do track how your users use your platform so you can optimize it right? Of course you do. You should have a lot of data just sitting around on your servers. Why not share it with the world. We have a lot of data on how people convert and what works best for people in different niches. We could easily turn that data into interesting research that no one else on the web has. With a few pretty graphs and a topic that touches your niche, it’d be sure to be shared far and wide. Buzzsumo found that image heavy posts received double the amount of social shares. Spotify used internal data to determine the most patriotic states in the nation and the most popular songs. To determine what data will do well as repurposed content, use Buzzsumo to find the most popular content in your space. In the above screenshot, I searched for the most popular fitness content. From the results, I can see walking and building muscle mass get shared the most. If I had a fitness app, I could create content that showed people the most popular walking trails based on usage or the most popular workouts people use to build muscle. Think about what’s working in your space and how you can use your data (or even public domain data) to create compelling content. Search Buzzsumo for popular content. Ideally, this will be content that’s supported by some kind of research and is relevant to your space. Look at your own data. Can you make something with proprietary data?. Can you slice and dice your statistics to tell a compelling story? Use your data to create a narrative. Just throwing out statistics won’t get the job done. You’ll need to draw conclusions and guide readers through what you’ve discovered. Create compelling graphics. It’s one thing to write 33% of people walked for 15 minutes. It’s another thing to make a graph that compares different segments of information. Combine everything into an article or infographic and publish. ‍ BONUS: Repurpose multiple blog posts into an Ebook Over time, you’ll create a large library of content for your audience. They will be focused on multiple topics relevant to your business and likely get a decent amount of traffic. You have two options at this point, leave them as is and hope for the best or turn them into a different format and spread it across the internet. The Ebook is a staple of the online marketing world and many startups have used it to gain initial traction. In fact, Unbounce used an Ebook to get their first email subscribers which eventually turned into paying customers. Look through your website to find topic clusters where you’ve written at least five blog posts. If you’re following best practices then that should equate to thousands of words of high quality content. Here’s a quick outline of how to write the Ebook: Highlight different blog posts and subheadings (if there’s enough content) as chapters for your ebook. You should be able to expand each blog post into at least two chapters.

If the content was created a while ago, be sure to update it so it’s current for new subscribers. Your best bet is to choose evergreen topic that only require more detail.

Flesh out the content and edit out the parts only relevant to your blog. A blog post can almost never do a topic justice. Add in the things you’d like to talk about but couldn’t because of space. There is no character limit for blog posts.

Order the content in a logical way. Even though you may have written a specific post a year ago, that doesn't mean it should be the first chapter in your Ebook. Create an outline if that helps order the content in a logical way.

Write a new introduction and a conclusion.

Add calls to action throughout the Ebook.

Bonus: set up a few automated emails to highlight specific portions of the Ebook. Most people download Ebooks and don’t read much (or any) of the book. When you send emails, it increases the likelihood that people will open and read what you’ve created. Baremetrics took this route by adding their most popular blog posts to an Ebook and making it available for purchase at select retailers retailers. They generate revenue from the book, but more importantly, they use it to introduce customers to their startup. ‍ Conclusion When you just get started with repurposing content, choose your best performing content and only one or two other formats. Start small and test the reaction to your new format. If it does well, continue until you’re comfortable with that method of repurposing then move on to the next one. If it doesn’t do well, try again with a different format. There’s no way to tell which format your audience prefers ahead of time. Repurposing content is a powerful way to extend the shelf life of your hard work. It takes a bit of effort to get right. Once you understand it, you can develop a system to speed up the process. Let me know what you think in the comments and don’t forget to share.

