You put in a lot of time and effort into your newsletter content. By repurposing that content, you not only deepen its impact (e.g., improving your website SEO), you also make your own work time more efficient. First however, there is an important misconception that should be addressed:
Repurpose ≠ Reuse
When content is repurposed, it does not mean that the same exact content and wording is syndicated on a social media site, blog or other venue. What it does mean is that the content is altered to deliver the same message but in a different format. Alternately, the content might be linked to current events and news. It might also be expanded.
In essence, you’re not repeating the same exact message that you presented in your newsletter. Rather, you are providing a kind of Part II to your original content, continuing the story through different means and relaying its message to a larger audience.
So, how can you do this creatively and without repeating your original content? Here are eight different ways:
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1. Generate a blog post.
Many newsletters and blog posts are written in the same style, enabling an easy transfer of content from one format to another. While creating your newsletter-inspired blog post, be sure to insert keywords and create an eye-catching title. Add some timely information that was not available at the time you sent out your newsletter. Finally, you may wish to remove all call-to-actions, or you may want to have them remain and see how well your blog post converts as a kind of landing page.
2. Generate an epic/pillar article.
In many cases, your newsletter’s content only touches on a larger topic or issue that could easily be explored with a more in-depth article, which in today’s marketing lingo is frequently termed an epic or pillar article. Such an article promotes additional traffic and conversions by virtue of it being more informative and lengthy (2,000+ words) than regular content. Example epic content often includes How to’s and tutorials.
Generally speaking, pillar articles are geared towards newbies who do not yet know the subject matter very well. Providing newbies with good and lengthy information results in you being perceived as the resident expert on a given topic; this credibility helps your content go viral as it is shared on social media platforms.
3. Create a webinar/podcast.
Some “readers” prefer to receive their content via other sensory means, include sight (webinar) and sound (podcast). Because not every one of your email subscribers likes to read, it doesn’t hurt to repurpose some of your content into other formats. Switching up your media generates depth to your website or blog and helps capture audience interest. It also saves you from having to always be “punching in” on the keyboard.
4. Create an infographic.
Infographics can be a great way to display information to your audience in a less traditional (i.e., text-heavy) format while still getting the most important points across quickly. Other bloggers and webmasters are very much inclined to republish infographics on their own websites, which is great news for you because you can easily embed a website link into your infographic. This link can lead the reader back to your own website or selected landing page.
5. Explore each point separately.
Many email newsletters provide readers with lists of items or ideas. Such list emails are popular because they break up complicated concepts into doable action items or understandable bits of information. However, you can further develop each individual item or bit of information in order to capture your readers’ attentions and get their creative juices flowing. Depending on the complexity of the item/idea list, you might conceivably repurpose and even expand your content into a series of blog posts, webinars/podcasts or even a set of pillar articles.
6. Back up your content with data.
An email newsletter is typically too short and informal of a medium to fully expand with facts, figures and other first-source data. However, such information can easily be included in a white paper that uses repurposed newsletter content. You might consider fleshing out a single newsletter into a three to five page white paper, or you might compile several newsletters and expand their scope into a detailed online publication. Add curated industry news to this content piece, if appropriate, or other timely information.
Depending on the nature of the data, you might consider making such content gated; in other words, your readers will need to submit their contact or other information before being allowed to download your content.
7. Release a case study.
If your newsletter provides tutorial-style content, you may wish to work with several example readers on implementing your advice and then featuring these readers as case studies. In this way, you benefit from receiving direct feedback from your audience, and your audience benefits by learning directly from you. Likewise, publishing case studies establishes you as an expert in your particular subject matter.
8. Publish an interview.
In addition to case studies, which operate like biographies of specific audience members, you may wish to focus on one or two members and have them provide an “autobiography” of their experiences via personal interviews. Such approaches work well for garnering audience interest and social sharing because they highlight the personal and more private side of an audience member. Likewise, an interview is immensely easier to produce than a case study because most of the material is supplied by the actual audience member, not you.