Smart bloggers don’t just know how to create content; they are experts at repurposing content. Repurposing a blog post into another format is a way to get the most miles out of a popular post. This episode is going to share some creative ways to repurpose content and how one three-night workshop into over $2100.
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Listen to Episode 90 – Repurposing Content Like a Boss
Repurposing Content Like a Boss
When you create content (like a blog post, for example), you should never think that it’s DONE when you hit publish. That’s only the beginning. Repurposing content can be a way to effectively utilize what you’ve already created, save time in the creation process, and to build on ideas that have already been vetted by an audience.
Tips for Repurposing Content
Choose content that has done WELL. When it comes to repurposing content, you want to choose the kind of content that is already resonating with an audience. Whether that’s your podcast episode with a ton more downloads than usual or a blog post that just keeps going viral, find what’s already working for you. Then make it work HARDER.
Choose a new format. You COULD take a blog post that is doing well and turn it into a series. But where repurposing really gets going is when you translate that content into a new context. Think about making your blog post into an ebook. Or creating a video. Or taking the video that’s doing well and turn it into part of a course or training series. This not only gives the same people who liked it something more to read or engage with, it might capture people who prefer to consume in a different way.
Create freebies to grow your list. A super simple way to repurpose existing content is to turn it into a freebie that you can offer to grow your list. Take that blog post with a ton of views and create a checklist related to the content and put an opt-in box in the post itself. If you’re sharing tips or resources, make it an attractive printable that people can receive in exchange for their email. Or maybe you can take a topic that really drew people in and break it up into an email series and create a free course as a list-growth tool.
Consider making paid content. When you have content that has legs, consider how that might be the starting point of a sales funnel or even how you might promote right within that content itself. Becky Mansfield saw that her blog post on Potty Training kept getting shares and comments. She created an ebook (and then had me record it into an audiobook for her) and now makes sales every single month. If you need potty training help, you can check out the book with my affiliate link HERE for the book.
Examples of Repurposing Content
Talk > Podcast > Blog Post > Freebie
Last year I spoke at the Business Advancement Conference on branding your writing voice. To practice, I spoke out my talk and utilized that as a podcast episode. Then I created show notes (aka a blog post like this one) and a free guide as a content upgrade. You can check out my post on branding your writing voice to see this in action!
Email to Subscribers > Blog Post
Often I will pre-test a blog post idea by writing on that topic for my email subscribers. My tone is usually a bit more personal and different than what I use in a blog post, but the idea is the same. If I get a good response (usually in people responding to my emails by hitting reply), then I will make that into a full post. Even if I DON’T get a huge response, I’ll sometimes still turn it into a blog post but rework it in a way that may make it resonate better with an audience.
Popular Blog Posts > Book
Back in the day when bloggers were first creating freebies to grow their list, the popular advice was to utilize old blog posts by putting them together in a book and offering the book for free. I made the mistake of choosing posts I loved but that weren’t super representative of my blog and using that as my freebie. (I LOVE the book, but it wasn’t great as a freebie. Read more about how to create the perfect freebie!) This is a super-quick way to write an ebook, whether you sell it on Amazon or
Monthly Challenge > Book
If you’ve ever created or run a challenge, you have a ton of content that you could potentially turn into a book. I always suggest beefing up the amount of content if you are turning something free into something paid. You don’t want to sell something that people could totally get for free. But often people will pay for convenience. I’ve taken part in Nathalie Lussier’s 30 Day List Building Challenge (this is my affiliate link!) and one of the first emails you’ll get is one asking if you just want to outright buy it instead of getting the content dripped out over 31 days. I totally paid for that. Someone else will too.
Here’s my FAVORITE example of repurposing content from Create If Writing.
Last year I had a 3-part workshop called the Foundation Series on applying your why to your blog, your email, and your images. Once a week for three weeks, I went live in a workshop fashion and shared slides and free content for an hour. No sales pitches. Just info.
I grew my list through hosting the series and made deeper connections with people who showed up. (Because that’s the beauty of webinars or workshops.) Then I taped one more video privately on applying your why to social media. I packaged all three together as a mini course with a $50 price tag, then promoted to the 200 people who registered for the workshops and sent three emails over the course of a few days, making about $600. I also included it in a bundle and made another $1500 in sales, plus email subscribers. You can check out the Foundation Series here and even watch one module for free!
I’M STILL REPURPOSING.
Want to see all the dirty details? Click to download the case study! Plus you’ll receive a handy guide to walk you through creating profit through one of your pieces of content!
How have you succeeded in repurposing content? Share a link or example in the comments!