Get my Free Digital Marketing Jumpstart Kit!<\/a><\/div>\n<\/div>\n\n\n\nStep 3. Answer how you would make a bite-sized, condensed, or super charged version of the existing content.<\/h2>\n\n\n\n
This leads us into step number three, which is when we’re going to answer how we’re going to make bite-sized super condensed versions of the content that we already have so that we can repurpose it.<\/p>\n\n\n\n
For example, we can create something like Seasonal Lawncare Tips in Under Five Minutes. This could be an ongoing video series that we could then translate into audio format and then share with our customers.<\/p>\n\n\n\n
Another example I came up with was, Three Must Knows for Protecting your Lawn from Foot Traffic. We could record a super short video with a lawn and talk about some of the ways to prevent foot traffic. And then we could actually release that video on YouTube and then also make something like the audio only version, and then share that with our customers.<\/p>\n\n\n\n
We could also create something like essential landscaping tips for new homeowners. This, I would imagine, could be like a series that we send to anybody that we work with that’s a first time homeowner.<\/p>\n\n\n\n
And then the last idea I had was something like an infographic on the reasons to hire a landscaping company. This could be a great way for us to be the source, pull some core data and as well as potentially put it in a more visual manner than just the manner that we are showing things today.<\/p>\n\n\n\n
The biggest takeaway I want you to think about as we’re repurposing this content is you want to give as much upfront value as possible. So, what I mean by that is we need to be positioning ourselves to help as many specific customer profiles as possible. <\/p>\n\n\n\n
For example, first time homeowners, we need to put ourselves in the shoes of first time homeowner customers that we are constantly working with and talking about the sorts of problems that they’re often asking us as they’re getting a quote from us.<\/p>\n\n\n\n
Hopefully from these examples of some repurposed content, you’re starting to get a better sense of how you can reuse your existing content.<\/p>\n\n\n\n
As you’ll notice one of the easiest ways that you can stretch out your content even further is to create series of posts.<\/p>\n\n\n\n
So I alluded to something like a weekly series for first time homeowners. I also talked about reasons to hire a landscaping company. So you could actually drip that out to be four or five messages that it would be sustained value over time with your prospects.<\/p>\n\n\n\n
I know the big thing here that I’m doing is I’m thinking about things in terms of cross-platform distribution. So what I mean by that is, aside from YouTube, you could focus on, what sort of value you could give your email subscribers?<\/p>\n\n\n\n
So there are three ways that I can think of right off the bat in terms of repurposing this content and then sharing it with our distribution channels.<\/p>\n\n\n\n
One way could be like a welcome series for your new email subscribers. Another way, for example, it could be as a lead magnet, so you could put together every single key blog post in this blog and then specifically have it be a free download for anybody that visits your website.<\/p>\n\n\n\n
And a third way that this company could make further use of their existing content is to make a new section of their site for free downloads. That would be like a how to section. So what I would imagine in this situation is you would answer every single key question that people are always asking you, like mulch versus rock, whatever the case may be.<\/p>\n\n\n\n
I’m not that familiar with landscaping, to be honest, but ultimately what you’re trying to deliver is so much informational value that the customer or the potential customer is thinking to themselves, “Wow Landscaping is super elaborate. And maybe I just want to hire somebody to help me with this”.<\/p>\n\n\n\n
At that point, they’ve gotten so much valuable content from your site, and they’re probably just going to contact you because they know that you’re a trusted source for authority around that space.<\/p>\n\n\n\n
Step 4. Do or delegate. Get things done.<\/h2>\n\n\n\n
All right, so now that we’ve cooked up a ton of potential ideas for repurposing content, the fourth step is to decide whether you’re going to do or delegate. And what I mean by that is, are you going to do the legwork in terms of these content marketing ideas, or are you going to delegate it to somebody else?<\/p>\n\n\n\n
In this case, what I found was that this lawncare company actually engaged a local SEO agency that charges anywhere from 1000 to $5,000 a month for their services. There’s nothing wrong with that. If you have the budget in place, you can always hire an agency to potentially help you there.<\/p>\n\n\n\n
It can be a total hit or miss though, with respect to those agencies. So make sure you do your due diligence in terms of what you’re getting with these potential services.<\/p>\n\n\n\n
If I was to be engaged by a lawncare service in Dallas, I know exactly how I could beat this particular site because honestly, the things that this SEO agency did were just the bare essentials that got them on the first page rankings, but it didn’t create a protective mode.<\/p>\n\n\n\n
If I were to continue building out the authority of this site, what I would consider is adding some more story behind the website. And what I mean by that is they could have a short video in which the owner of this lawncare services sharing more about how they got started.<\/p>\n\n\n\n
By creating more authenticity with your potential customers, you can help create more opportunities for your prospective customers to connect with the values that you’d care about in your business.<\/p>\n\n\n\n
Honestly though, the decision to do or delegate this to somebody else really comes down to your budget, as well as the value of each potential new lead in your business. If each of these new customers is several hundred dollars of recurring revenue, then that’s something in which paying an SEO agency to work with you for a couple months for a couple of grand could be a great ROI.<\/p>\n\n\n\n
If on the other hand, each of your leads is only worth like $50 in value, then it’s probably not worth it to hire an SEO agency versus doing it yourself. It really comes down to what your cost of acquisition is as well as the budget that you have in place and how fast you’re looking to get results.<\/p>\n\n\n\n
Step 5. Schedule every piece of content’s repurpose release date and promote where possible.<\/h2>\n\n\n\n
The fifth step for repurposing our content is to schedule out every single piece of repurposed content that you’ve created and promote it wherever as possible.<\/p>\n\n\n\n
What I mean by that is let’s say you’re the lawncare company and you made that series of short videos that would repurpose your blog content. Well, in that situation, when you might want to do is you might want to distribute these in your existing Facebook pages, as well as your Twitter pages. You could also start to promote these videos or your new YouTube channel in your email newsletters or your old school handouts that you’re giving your customers already.<\/p>\n\n\n\n
The key thing I want you to remember here is, as you’re promoting, you want to always be coming from a place of delivering value for your customers. As long as you’re delivering something of value to your customers, they won’t find it annoying, but if you’re trying to just create something for the sake of creating something, then you’re going to start to get on their nerves.<\/p>\n\n\n\n
You’re going to want to go over whether you are promoting the repurpose content within the first few days of release, within a few weeks of release, within a few months, within a year, and so on. As long as you are recycling this content so that it can be seen by as many potential customers of yours as possible, it can be a great way for you to stretch your existing content even further.<\/p>\n\n\n\n
Big takeaways<\/h2>\n\n\n\n
There are two big takeaways that I want you to remember from today. <\/p>\n\n\n\n
- The first one is that there is almost always a way to repurpose existing content. What it requires you to do though, is it requires you to take a step back and think about the fundamental value that this piece of content is good for. And from there, you can think about all the potential customer profiles that you could help.<\/li>
- The second thing that I want you to remember is that you should always be trying to educate your buyer. We’re living in a world in which consumers prefer to buy things after they already know almost everything or everything that they think they need to know about this product before they buy.<\/li><\/ol>\n\n\n\n
It’s the same reason why the Apple store is so effective. You get to go to the store, try out the product for yourself, experience it for yourself, educate yourself, ask any questions with the genius, and from there, make a purchasing decision. So the same thing applies for your service or product.<\/p>\n\n\n\n
There you have it though, a real world example of how you can repurpose content using the five step method I went over in my prior article.<\/p>\n\n\n\n
If you haven’t already gotten access to my five steps for repurposing content, be sure to check that out here<\/a>. I include it in my digital marketing jumpstart kit, which will help give you a ton of tips and tricks to help you get started with your content marketing efforts.<\/p>\n\n\n\nIf you liked this article, be sure to check out my YouTube channel<\/a> to get new videos every single week. I’ll help take you from zero to self-starter as you grow your business, get more customers, and hone your business acumen. Also, feel free to share this with anybody that you think might benefit from learning how to repurpose their blog content.<\/p>\n\n\n\nIn my next post, I’ll go over how to find content ideas for free.<\/p>\n\n\n\n