September 27, 2023

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

Breathe new life into your current content material. Be a part of Ross Simmonds on this Whiteboard Friday as he shares methods to rework your outdated content material into useful property that drive outcomes and increase model authority.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 speak with you at the moment about learn how to 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 just truly invested in that’s amassing mud, content material that now not drives outcomes, now not does something for your enterprise, however you would like, you would like it might deliver some sort of life for your enterprise, some sort of pleasure to your enterprise, some sort of ROI for your enterprise. And in at the moment’s “Whiteboard Friday,” that is precisely what we’re gonna be diving into.

Your outdated content material is burning cash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 amassing any income, not driving any gross sales, driving no hyperlinks, driving no outcomes for your enterprise, might be introduced again to life. That is proper, we will go to city on that outdated content material, give it new life, deliver it again, and finally provide the capability to unlock new ranges of development for content material that you just thought was lifeless.

Let’s leap into it. So we’re all there. We’ve 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 house owners, 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 precise and all the things seemed 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 just and your enterprise desires. How are you going to deliver these items again to life? We’re gonna discuss it.

As well as, you may’ve had just a few items that had been a one-hit surprise. After they hit the web, once they went dwell, the web went wild. The leads had been flowing. The income was flowing. The hyperlinks had been flowing. All the pieces was flowing in the precise route. However time went on and people items that had been at one level a success, 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 learn how to deliver these one-hit wonders again to life.

And eventually, there is likely to be a chunk that you just, your staff, your group created early on that basically communicated a number of the key messages that you really want your viewers to listen to, a number of the key tales, a number of the key concepts, a number of the key ideas that actually perceive and talk the worth that you just deliver to the market, the ache factors that your clients are having. And these key messages are messages that you just wish to get again on the market. It is a key message that at one level resonated so carefully along with your viewers that you just really feel like your staff might have misplaced the best way and have overpassed the important thing message that you just needed to articulate.

How do you deliver all of those items again to life? Issues which are presently simply getting zzzs, persons are sleeping on them, they are not studying them, they are not participating with them. It is primarily cash simply being burned since you invested time or power in them. How do you deliver ’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 kinds of content material you could repurpose, you could 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 just created that, once more, had been very useful on the time that they went dwell, 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 deliver these items again to life?

There’s just a few issues that you are able to do with textual content content material that may allow you to win. Equally with video content material. One among my favourite codecs is video content material as a result of it is so versatile. That is precisely what you are taking a look at now. Kinda meta, however you are taking a look at a video asset. These video property can be utilized nonetheless at the moment. A webinar that you just may’ve created, a truly simply speaking head video the place you arrange a digital camera and also you talked into the display screen. All of these kinds of property might 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. But it surely’s oftentimes misunderstood that these podcasts that you just may’ve created two years in the past, three years in the past, might be repackaged even at the moment.

deliver 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 without doubt one of the fundamentals of the web. Whenever you had been fascinated with text-based content material, for example you could have a weblog publish. Do you simply press publish and name it a day? No, it is advisable to take that outdated weblog publish that you just created two years in the past after which begin to share it on social. And also you try this with social media posts.

So you’ll begin placing up posts on social instantly 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 just’re utilizing, you are going to take that asset and also you’re gonna advertise. You are gonna amplify it. You are gonna share it on these channels. Then, we’ve got issues like carousels. Carousels are a really participating approach to inform a narrative a few piece of content material that you just created however inform it in a approach that the consumer, the viewers, the people who find themselves on these channels, may truly get worth from. What do I imply by that?

So for example, for instance, you could have a weblog publish which are 5 easy issues that each search engine optimization must know to succeed. Each single a type of slides in a carousel might characterize a type of 5 concepts. In order somebody scrolls they usually begin to swipe their thumb, as they go from one carousel display screen to the subsequent, they’re studying a summarized model of that weblog publish that you just created. And if you begin to share these on social and use hashtags which are related to your ICP, it offers you the flexibility to now take an outdated 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 that may not have been on-line on the identical time if you first revealed that piece, but in addition have a private connection to extra interactive content material they usually wish to interact by way of a carousel. You should use instruments like Canva to have the ability to do that, and it’s a tremendous device that I strongly advocate that you just try.

E-mail content material. All these outdated weblog posts, a whole lot of manufacturers make the error of urgent publish on these items, after which, they only name it a day. They do not go anyplace. You might have people who find themselves presently in your website most likely downloading issues, signing up for issues. Use your e-mail sequences to reshare these outdated weblog posts that you just created which are 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’ll deliver that outdated content material, particularly if it is a one-hit surprise, and produce it again to life on your viewers to like, care about, and see once more.

deliver 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. In case you have weblog posts, when you’ve got e-books, when you’ve got 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 could learn on digital camera. Flip it right into a script that’s price studying, price speaking about, and in case you are personally not like in the entire concept of eager to be on digital camera and that sort 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 a tremendous play so that you can repurpose, repackage a few of these outdated textual content items that you just developed after which deliver them again to life.

What do you suppose the second hottest search engine on the earth is? It is YouTube. YouTube goes to provide the capability to now take these weblog posts that you just created, that you just hoped would rank in Google, and now rank within the second hottest search engine on the earth. 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. Whenever you get that video asset created, for those who 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 just developed and you may flip it into a complete bunch of latest content material as effectively.

What do I imply? In order that video content material asset that you just simply created, a brand new video, new script that you just 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 totally different channels.

Now, you now have two totally different property. You might have a podcast episode. You might 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 publish that you just wrote just a few years in the past, replace the dates, add new data, and now embed both the YouTube video that you just created or the podcast audio that you just created instantly into that piece. And now, you could have a extra interactive expertise for the consumer and the reader who’s consuming that content material, proper? Then, as soon as you’ve got completed that, you need to be taking a look at pages in your website which are already rating excessive.

In case you have items of content material which are rating effectively, which are 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 finally will affect your rating within the Spotifys, within the Apples, and in YouTube itself.

Now, for those who’ve received video content material and you might be ranging from floor zero with video, for example 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. A number of manufacturers create webinars. They put them behind a gate. They get a bunch of signups after which, they by no means truly use them once more. Take these video property that you’ve got created and run this very same playbook, people. Run the very same playbook. Take these outdated 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 just simply created or that you just created years in the past, and begin to transcribe it. Rewrite all of that into content material in a approach 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 just 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 just a few 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.

deliver 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 components 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, for those who’re not any person who likes to be on digital camera, it is an excellent different. And begin distributing these on social. Share them on your whole platforms. Share them out, hashtag, let individuals devour them, interact. 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 it is advisable to apply to those items of content material that you just invested a lot time and power into. And for those who can, run by means of these sequences and produce them again to life, replace them, enhance them, and begin to repurpose them.

Achieve higher 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 just created many years in the past. And if you begin to see this, you are finally 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 acquire 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 wish to improve your model authority, as a result of if you are able to do that, then you might be finally going to have web new leads, web new alternatives, and also you’re gonna set your self up for long-term success, which is the sport that every one of us ought to be enjoying. And if you try this, you are gonna primarily 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 you must create subsequent. As a result of the content material that you need to be optimizing, the content material that you need to be producing has already most likely been created.

The following step is easy: return, do an audit, establish your one-hit wonders, establish the depreciating ROI property that you just invested in earlier than, establish the important thing messages that you just wanna reiterate to your viewers. And after you have these, begin to run them by means of this engine and provides your content material new life. I am Ross Simmonds. Thanks a lot for trying out my “Whiteboard Friday.” I hope you loved it and I’ll see you on the web.