Content material repurposing is like insurance coverage.

Name it “advertising and marketing insurance coverage,” if you would like. It is there to choose up the slack on the days or even weeks whenever you simply haven’t got the time to create advertising and marketing collateral and different content material.

Content material repurposing is taking a bit of selling content material and turning it into one thing else—for instance, taking an article you revealed in a commerce journal and turning right into a collection of weblog posts in your firm web site. Easy, proper?

Why repurpose content material?

Two causes. First, it saves you time since you will not at all times be scrambling to create content material from scratch. Second, repurposing content material helps you promote and amplify that piece of content additional. It offers your content material extra mileage since you’re utilizing completely different kinds to get it in entrance of extra individuals.


Positive, you may nonetheless need to create contemporary content material once in a while. However repurposing offers you a breather. As a substitute of taking 3-4 weeks (or longer) to create a brand new weblog put up collection, you’ll be able to take a whitepaper or article you have already written and switch that right into a collection of weblog posts in a matter of hours. You’ll be able to then promote each bit past your weblog to get it in entrance of extra individuals.

Webinars are terrific for content material repurposing

A webinar usually incorporates quite a lot of content material, similar to slides that present buyer outcomes, product particulars, trade issues, and academic “how one can” data. You’ve got received a product skilled speaking you thru these slides, as properly.


There’s often sufficient materials in a webinar to provide you a couple of months of repurposed content material.

However let’s get particular: You’ll be able to flip a webinar right into a whitepaper, a weblog put up collection, a SlideShare presentation, a press launch, social media posts, an article for a commerce journal, an e mail publication, a tradeshow handout, or a speech. And people are simply the content material sorts I may checklist off the highest of my head.

Let’s speak about the way you truly repurpose a webinar, step-by-step

1. Add the webinar slides to SlideShare

Importing slides to SlideShare is the quickest solution to get your webinar in entrance of a wider viewers. And contemplating how straightforward it’s to do, it must be step one you’re taking.

2. Transcribe the audio

Your product skilled will likely be speaking via the slides and giving webinar attendees plenty of data. So why not take that audio and have it transcribed to textual content?

There are transcription providers or apps that can transcribe audio for you in 24-48 hours, relying on size. I’ve used Rev myself, and I’d positively advocate it.

3. Polish the audio textual content

Transcriptions are not often good, so you may have to undergo it and polish up the textual content. However that should not take lengthy—a day at most. Be sure that the textual content flows, phrases are spelled appropriately, and the whole lot is sensible.

The transcription and slides now type the premise for each piece of further collateral or content material you create.

For instance, the textual content may be formatted right into a speech, and the slides can be utilized as presentation handouts at a tradeshow occasion. You’ve got already received the slides, so that does not take a lot time. A speech would possibly take 3-4 days of forwards and backwards to agree on the primary speaking factors.

4. Create a whitepaper

A webinar typically begins by highlighting a standard trade drawback, then goes onto present how a product solves that drawback. Whitepapers do the identical factor after they’re used on the high of the funnel: They take a problem-solution format that educates the reader about the issue, after which exhibits them how one can clear up it.

Take the textual content out of your transcription and use it for the whitepaper. Since you are not creating something from scratch, it ought to take a few week, at most.

Whitepapers must be goal and academic, so guarantee there are not any gross sales pitches in there. And do not point out the product or your organization till the tip.

5. Convert the whitepaper right into a collection of 4 weblog posts

An issue-solution whitepaper follows a selected format. First, you introduce the subject; then, you determine a standard trade drawback. You define what has been accomplished earlier than to unravel that drawback (and why it has failed). Lastly, you introduce a brand new and higher answer to the issue.

So take these 4 sections from the whitepaper and switch every one right into a separate weblog put up. It’s best to want just a few hours.

6. Format the weblog posts into an e mail publication

Sending every of the weblog posts as a separate e mail publication will assist to place it in entrance of a wider viewers. Some individuals in your mailing checklist will not learn your organization weblog; and, after all, the weblog posts will attain people who find themselves not in your checklist.

7. Use the whitepaper or weblog posts for {a magazine} article

You could possibly simply publish the whitepaper itself, however some magazines and journals do not settle for articles which were revealed elsewhere. Some do. The article would have the identical format because the whitepaper, solely a bit shorter.

8. Write a press launch…

A lot of the content material for the press launch may be taken straight from the unique audio transcription.

9. … and social media posts

Take small snippets of data from the transcription and post them on social platforms similar to LinkedIn and Twitter. Embody a hyperlink to obtain the complete webinar or whitepaper.

And there you might have it: 9 varieties of content material in lower than two weeks!

Create a content material repurposing plan for each webinar

Define how you are going to flip each new webinar into different items of content material. Even higher, begin repurposing webinars you have already created. It is a terrific solution to get extra mileage out of your webinars and get them in entrance of extra individuals.

Your content material “insurance coverage”—repurposing—may be your inventive breather everytime you want one.

Extra Assets on Content material Repurposing

How to Reuse Old Content to Boost Your SEO and Keep Your Audience Engaged

How to Repurpose Your Content Correctly [Infographic]

Content Marketing: The Leftover Trick