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Repurposing Content: Leveraging Your Ideas, Copy & Media to Grow Your Business

Content marketing is one critical way that you can expand your online bulls eye on the Internet through your website and social media properties.  If you’ve kept pace with what Google is looking for, you know that it is fresh, meaningful content to provide the best possible results for information seekers.  If you’ve been blogging or using some other kind of media to bring your content to life, you also know how tough it can be to “create” content from thin air.  Writer’s block doesn’t begin to capture the challenge in an online world where business owners need to be producing more great information several times a week if not daily in order to keep relevant.  Keep reading to learn to leverage the great material you do have and repurpose it through packaging, media formats, and outlets to expand your reach and develop more business leads than ever.

Multi-Media Content

I learned this a decade ago in the National Speakers Association (NSA) from dozens of clever marketers disguised as professional speakers (or was it the other way around?).  We see this every day when a movie comes out.  Iron Man becomes not only a sequel, but a kid’s action figure, a lunchbox, a board game, a video game, and a CD soundtrack.  You can do the same with your fantastic content creations.

Written Word

Blogs, articles, whitepapers—all form the basis of your business written content that you can share with the public to educate them and to market your business.  We start with a blog post, the most common type of inspiration for entrepreneurs and small business owners.  That blog post is written with SEO in mind, on your website, and indexed by the search engines. Great!


Now you can physically show the “how-to” that you blogged about by recording a video, uploading to Youtube, Amazon S3 or some other video hosting platform, and you have a fresher, more SEO-friendly piece of video that will rank higher in Google and Yahoo search and, if done reasonably well, lure in people to your sales funnel for potential conversion.

Video not your talent?  If you’ve got great content, there are plenty of videographers you can find online, sometimes even in places like Fiverr, that will help translate the written word to video.  One of the coolest things we do is transform your written content into video via SmartVu Executive Video Interviews, where you’re interviewed by a pro and the questions bring out your valuable content for viewers as well as your own authenticity.


Audio content is getting bigger and bigger these days through iTunes podcasts.  Record the information in a radio-style format or, for even easier mulit-media repurposing, use the audio track from your SmartVu interview to create a podcast for sharing via iTunes and other podcast outlets.  EZ-PZ.

Within the Family

You can also repurpose content without having to change media type, and this makes it even easier.  The important thing here is that you create a largely original piece of content with each effort.  Let’s use blogging and written content for ease of understanding.  You can apply this to audio and video content as well.


If you blog, you likely have a specialty.  That means you have a lot of content on a similar area of expertise.  You know what I call each of those blog posts?  Chapters.  My first Leadership book was a compilation of 10 articles I wrote on the subject.  The material is timeless and was written around the turn of the century (THIS century!) before the word “blog” ever entered the public consciousness.

Take your blog posts, organize them, and make an eBook out of them.  If you have enough of them, you can turn that into a printed book as well.  eBooks have the advantage of digital download sales that cost you nothing to deliver.  Just sit back and watch the cash roll in.

For audio, let the song become an album (in the music business, separating tracks for individual sale from the album is now the trend).  Video vignettes become a business learning course.


This is a bit tougher than compilations, but just as effective.  Each blog post you have has its own sections within the piece.  This article has information on Multi-Media Content, Within the Family Content, and Social Sharing.  As a subject matter expert in your field, you can re-use sections or even paragraphs from different blogs and sew them together into a different tapestry to create original content.  This assumes that the material is good and that the new slant makes some logical sense.

How many times have you purchased a Tony Robbins 6-lesson program and thought that you heard a few of those lessons before?  You may be angry and feel ripped off, but when he does it right and it makes sense, it enhances your experience and you like the end product anyway.

Music artists do this at the end of their runs by putting together the combination and compilation strategy.  I present to you, the Best of Aerosmith, a new album with the same songs of other albums packaged differently and re-sold.


This one is specific to Article Marketing and requires skill in light of Google’s Panda algorithm change.  It’s a great idea to get your articles/blogs published in other outlets than your own website.  The old strategy to do this was to submit your article to the major article farms like Ezine Articles or Articles Base, and then dozens if not hundreds of individual blogs would pick up your stuff, backlink to your site via your author’s box (if they’re honest), and give you that much more of a web in the search engine world. The challenge is, Google and the other major search engines want “original” content, and in light of Panda can now penalize you for having duplicate content out there that is exactly the same.  You certainly won’t benefit from it any longer if you have a great article SEO’d to the hilt when the search returns come in.  Google won’t display your “10 Ways to Torture Your Cat” piece on page 1 of returns from multiple sources.

So spinning came around, little online tools that allow you to partially rewrite the same content in dozens of different ways.  This is designed at repurposing content to provide “semi-original” articles (no two are alike) to different blogs for publication.  There are plenty of tools out there.  I use one called Spin Rewriter, and it works pretty well.  This process is not for the faint of heart, however.  Spinning tools generally use a synonym library to replace words.  If you write with a bit of flair like I do, unchecked these tools can make your spun articles unreadable and you sound stupid.  This helps neither your positioning nor the conversion pull of any spun articles.

Instead, I have an assistant who takes two of my articles per week and runs them through this tool, completely manually, and puts in multiple versions of titles, subtitles, and darn near every bit of text in the article.  She is very good at it so every version of the article is not only unique, but super readable and content-rich.  I review the articles and make final edits.  Then we submit these by hand to about 10 high-PR, business relevant blogs for publication, and only if they make sense.  I have ceased mass submissions through the directories to avoid the irrelevant blog penalty that occurs when robots publish my business articles on sites containing concert tickets and porn.

Warning:  If you don’t manually review your spin articles, you are asking for trouble and will produce crappy content, be seen as a spammer, and it won’t work.

I’ve had multiple versions published of similar content, and each publisher is receiving a one-of-a-kind that readers will like.

Social Sharing

This goes without saying in today’s world of Facebook, Twitter, LinkedIn and the like.  Whatever content you have, share the daylights out of it using your Social Media properties.  Tweet links to your Youtube channel, blog pages, and podcasts.  Share in appropriate LinkedIn discussion forums where that information can add value for the readers.  Put on your Facebook wall.

Even better, promote the 3rd-party sites that carry your content.  For instance, Site Pro News often publishes my articles.  I take that listing and promote it via social media, driving people to that site.  It makes the editors happy to get readers, still positions me as the expert in whatever it is I wrote about, and I know that through the links in the articles or the author’s box, interested, qualified prospects will eventually find me.

Content creation is not easy.  The great news is, repurposing your content in a variety of media formats, packages, and outlets leverages your efforts and provides your valuable information in multiple forms to capture the interest of those who prefer their information in certain formats and locations in cyberspace.

 Try repurposing your message or them using Carrier Bags!

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