October 2, 2023

The creator’s views are completely their very own (excluding the unlikely occasion of hypnosis) and should not all the time mirror the views of Moz.

Breathe new life into your current content material. Be part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your previous content material into helpful property that drive outcomes and enhance model authority.

Digital whiteboard image for Ross Simmond's Whiteboard Friday episode on how to repurpose your old text, video and audio content.

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

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

I’m tremendous excited to talk with you in the present day about how you can take one thing that all of us have, you may scent it, you may scent it, it’s content material that’s burning cash in your pocket, content material that you simply really invested in that’s accumulating mud, content material that now not drives outcomes, now not does something for what you are promoting, however you want, you want it might carry some sort of life for what you are promoting, some sort of pleasure to what you are promoting, some sort of ROI for what you are promoting. And in in the present day’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your previous content material is burning cash

Image showing a trash can on fire. Bring your old content back to life and gain a greater return on investment. Bring back your one-hit wonders, and get your key messages back out there.

Have been gonna be speaking about how that content material that’s simply burning cash, simply sitting in your website, not accumulating any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for what you are promoting, could be introduced again to life. That is proper, we will go to city on that previous content material, give it new life, carry it again, and in the end provide the skill to unlock new ranges of development for content material that you simply thought was useless.

Let’s soar into it. So we’re all there. We now have 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 property, 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 best and all the pieces appeared stunning, however now, eh, it is beginning to tank. It’s beginning to tank. It is now not driving outcomes. The visitors is now not there. It is now not on web page one of many SERP. You’re beginning to see that content material that at one level was a money cow is now not driving the outcomes that you simply and what you are promoting needs. How will you carry these items again to life? We’re gonna discuss it.

As well as, you may’ve had a number of items that had been a one-hit surprise. Once they hit the web, once they went reside, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. Every thing was flowing in the best course. However time went on and people items that had been at one level successful, that resonated with individuals, 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 how you can carry these one-hit wonders again to life.

And eventually, there is likely to be a chunk that you simply, your group, your group created early on that basically communicated a few of the key messages that you really want your viewers to listen to, a few of the key tales, a few of the key concepts, a few of the key ideas that really perceive and talk the worth that you simply carry to the market, the ache factors that your clients are having. And these key messages are messages that you simply need to get again on the market. It is a key message that at one level resonated so intently together with your viewers that you simply really feel like your group might have misplaced the way in which and have overlooked the important thing message that you simply needed to articulate.

How do you carry all of those items again to life? Issues which can be at the moment simply getting zzzs, individuals are sleeping on them, they are not studying them, they are not participating with them. It is basically cash simply being burned since you invested time or vitality in them. How do you carry ’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 you can repurpose, you can repackage, on the web.

Textual content content material falls into the class of issues like weblog posts, of white papers, of e-books, sources that you simply created that, once more, had been very helpful on the time that they went reside, however possibly received crickets, possibly had been a one-hit surprise, or possibly they had been rating primary and now they’re beginning to tank. How do you carry these items again to life?

There’s a number 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 now. Kinda meta, however you are a video asset. These video property can be utilized nonetheless in the present day. A webinar that you simply may’ve created, a really simply speaking head video the place you arrange a digicam and also you talked into the display. All of most of these property could 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 simply may’ve created two years in the past, three years in the past, could be repackaged even in the present day.

carry your textual content content material again to life

Bring your text content back to life with with social media posts, carousels, infographics, email and video content.

So let’s begin with text-based content material. Textual content-based content material is among the fundamentals of the web. While you had been interested by text-based content material, as an instance you’ve a weblog put up. Do you simply press publish and name it a day? No, you want to take that previous weblog put up that you simply 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 will begin placing up posts on social straight in your numerous channels, whether or not it is LinkedIn, whether or not it is X, whether or not it is Fb, you title it. No matter channel it’s that you simply’re utilizing, you are going to take that asset and also you’re gonna market it. You are gonna amplify it. You are gonna share it on these channels. Then, we have now issues like carousels. Carousels are a really participating strategy to inform a narrative a few piece of content material that you simply created however inform it in a method that the consumer, the viewers, the people who find themselves on these channels, may really get worth from. What do I imply by that?

So as an instance, for instance, you’ve a weblog put up which can be 5 easy issues that each website positioning must know to succeed. Each single a type of slides in a carousel might 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 to the subsequent, they’re studying a summarized model of that weblog put up that you simply created. And if you begin to share these on social and use hashtags which can 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 succeed in new individuals, to succeed in an viewers which may not have been on-line on the similar time if you first revealed that piece, but additionally have a private connection to extra interactive content material and so they need to have interaction through a carousel. You should utilize instruments like Canva to have the ability to do that, and it’s an incredible device that I strongly advocate that you simply take a look at.

E mail content material. All these previous weblog posts, quite a lot of manufacturers make the error of urgent publish on these items, after which, they simply name it a day. They do not go wherever. You will have people who find themselves at the moment in your website most likely downloading issues, signing up for issues. Use your e-mail sequences to reshare these previous weblog posts that you simply created which can be so vital to you. As a result of by doing that, you are in a position to join with people who find themselves assembly you and interacting with you for the very first time. And you may carry that previous content material, particularly if it is a one-hit surprise, and produce it again to life to your viewers to like, care about, and see once more.

carry your video content material again to life

Bring your video content back to life using podcasts, blog embeds, long-form content and social clips.

Now, one other sort of asset is video content material. You probably have weblog posts, you probably have e-books, you probably have content material that you’ve got developed from the textual content lens, why do not you’re taking that very same textual content and switch it right into a script? Flip it right into a script you can learn on digicam. Flip it right into a script that’s price studying, price speaking about, and if you’re personally not like in the entire thought of desirous to be on digicam and that type of weirds you out, then as an alternative, possibly you do a faceless video the place it is simply your audio with animations within the background. However video content material is an incredible play so that you can repurpose, repackage a few of these previous textual content items that you simply developed after which carry them again to life.

What do you assume the second hottest search engine on this planet is? It is YouTube. YouTube goes to provide the skill to now take these weblog posts that you simply created, that you simply hoped would rank in Google, and now rank within the second hottest search engine on this planet. And it simply so occurs that Google owns YouTube, so eh, you’ll be able to win on each websites. That’s the play. Now, that is textual content content material. While you get that video asset created, in case 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 simply developed and you may flip it into a complete bunch of recent content material as effectively.

What do I imply? In order that video content material asset that you simply simply created, a brand new video, new script that you simply 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 all the numerous podcasting platforms, and let it sing. Let it attain new audiences. Optimize that for search on the podcast platform and let extra individuals hear the audio that was in your video on these completely different channels.

Now, you now have two completely different property. You will have a podcast episode. You will have that, and you’ve got the video. Take these property and embed them into weblog posts that you’ve got produced. That very same weblog put up that you simply wrote a number of years in the past, replace the dates, add new data, and now embed both the YouTube video that you simply created or the podcast audio that you simply created straight into that piece. And now, you’ve a extra interactive expertise for the consumer and the reader who’s consuming that content material, proper? Then, as soon as you’ve got performed that, try to be pages in your website which can be already rating excessive.

You probably have items of content material which can be rating effectively, which can be producing natural visitors, take these video property, 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 case you’ve received video content material and you might be ranging from floor zero with video, as an instance you didn’t embrace the concept 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 hearth with identical to no outcomes, you had been investing in YouTube. For instance you had 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 really use them once more. Take these video property that you’ve got 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 primarily based off of the fabric inside that video. Take that, an export of the transcript from the video that you simply simply created or that you simply created years in the past, and begin to transcribe it. Rewrite all of that into content material in a method that’s human, pleasant, individuals would love, individuals would adore, and get them to devour it.

Then, the subsequent factor you wanna do is begin chopping up that video. You wanna search for key moments inside the video that you simply 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 number 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.

carry your audio content material again to life

Bring your audio back to life through audiograms on social, long form text, and blog embeds

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 basically a visible that reveals the voice wave. So once more, in case you’re not any person who likes to be on digicam, it is an ideal different. And begin distributing these on social. Share them on your whole platforms. Share them out, hashtag, let individuals devour them, have interaction. Additionally, flip these podcasts into long-form textual content, after which, once more, embed them into your weblog posts.

Of us, that is the playbook you want to apply to those items of content material that you simply invested a lot time and vitality into. And in case you can, run by way of these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.

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

Bring your audio back to life through audiograms on social, long form text, and blog embeds

It is possible for you to to see new ROI, new income, new outcomes from content material that you simply created a long time in the past. And if 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 enthusiastic 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 accumulate mud and get on hearth, 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 need 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 internet new leads, internet new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that each one of us needs to be taking part in. And if you do this, you are gonna basically set your self up as a rocket ship. You are gonna be heading to the Moon. You’re now not going to be making an attempt to seize scraps, and you’ll now not be within the rat race of all the time making an attempt to determine what content material it is best to create subsequent. As a result of the content material that try to be optimizing, the content material that try to be producing has already most likely been created.

The subsequent step is straightforward: return, do an audit, establish your one-hit wonders, establish the depreciating ROI property that you simply invested in earlier than, establish the important thing messages that you simply wanna reiterate to your viewers. And after 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.