Upcycling For Authority — Smart Tips For Repurposing Content

authority content repurposingEverybody already knows that content is what truly drives authority (and SEO) and coming out with fresh content frequently keeps websites relevant and timely.

However, there’s an abundance of evergreen content that really does not have to be changed because they remain valuable through the changing times.

I've been studying and consulting on SEO for more than a decade, and it’s this type of content that’s the real money-maker because it can be repurposed in many ways; just like a big piece of beautiful fabric, it can be transformed into a scarf, a skirt, a bandanna, a bag, a dress, and so much more – people won’t even be able to tell that it was practically just one big piece of cloth.

The thing about repurposing content is that it’s very easy to do, because it already does away with the time-consuming research; all the important details are already provided by the “base” content.

All you have to do is come up with different presentations for it; we do this with the content on our podcast and this blog.

Here are some smart tips for repurposing content that you can use.

1. Determine the question that the content provides the answer to, and then present it as an informative blog post. If you want to take it to a higher level of creativity, use a slide show, present it in a tutorial video, and create an infographic for it. The old content will completely appear fresh.

2. Turn offline content into online content. Say you have a poster for a business event; just scan it and then provide important details and it can serve as infographic. In the case of a training video for a product or process, tweak it a bit to turn it into a more appealing vlog post for a website.

3. Turn a video into a podcast, and then turn the podcast into a transcript to be posted on the website. Or you can start with a written content and then create a video for it, rip the audio, and deliver it as a podcast – it’s all technical work, but it’s easy with the right technology and with professionals doing it.

4. Freshen up old content and integrate the latest developments regarding the topic, but don’t delete the old ones. Create a link for the new version on the old version’s page.

5. Create a review of a speech or presentation then share it as a blog post or article. You can build a lot of links from one material and this will serve your SEO objectives really well.

6. Break down lengthy content into comprehensive bite-sized pieces supported by images or infographics. In doing this, you can create a series that your target audience can follow.

Bottom line, there are several ways to do it, and you just have to find what works best for you.

My format is: podcast to blog post and video. Transcribe and share as a doc.  Make into a powerpoint for slide share.  Then create video.

The key is to JUST DO IT and put your content in as many forms and places as possible.

About the author

Brian Ainsley Horn

Brian Ainsley Horn is considered to be the “pioneer of authority marketing”, which has exploded in popularity recently. His unique methods have been talked about and covered on The Howard Stern Show, Wall Street Journal, ABC, Perez Hilton, CBS News , Forbes, Advertising Age and dozens of other media outlets. Brian is the co-founder of the consulting firm, Authority Alchemy, and also writes for Huffington Post and Entrepreneur Magazine about authority marketing and personal branding.

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