Repurpose Your Content
How to Get the Most Out of the Content You Create
Most valuable online asset… Content. It represents every piece of the virtual you and it’s the only you anyone will encounter right off the getgo.
So once you have it, what do you do with it?
Content doesn’t have to be a one-and-done deal. Finding ways to reuse content keeps your ideas flowing and saves you time in the creation process.
Everything you create takes research, design, copy, and planning. A.K.A. time. So of course, you’d want to do whatever you can to preserve it and make it work for you.
Is it kosher to repurpose content?
You betcha. Repurposing content is something businesses do all the time. It works because your potential audience is full of people that consume content in different ways. Some prefer video over text, infographics over long-form informational content, conversation over concise bullets and stats. By reusing content, you revive it and expand your reach to attract other viewers.
It’s a cost-effective way to squeeze more shelf life out of a smashing idea.
Tip: Taking one piece of created content and turning it into different forms of media increases its lifespan and your audience reach. By doing so, you get it in front of the people you want to see it.
Defining content types.
Trending topics work well when transformed into social content like posts and stories, email and newsletter updates. Blogs work here too, but the content in a ‘trending topic’ blog may only be relevant on a seasonal or a bell-bottoms-are-in, bell-bottoms-are-out kind of basis.
Its shelf life may be shorter than other blog content, but sometimes you only need it to pack a punch in the moment.
Long-lasting content can be used over and over (perfect for blog, video & PDFs). It’s called evergreen content and contains info that can stand the test of time. Relevant for a long while like web copy.
Something to think about, 85% of internet users like to view video content. Many people are visual learners and video is the perfect way for them to absorb content.
Educational topics, tutorials, and lessons work well as evergreen because they’re a type of content someone may save, refer back to and/or share with a friend.
Ways to repurpose content.
One way you can repurpose your web copy is by turning topics into blog posts. Many practice websites have condition and treatment description pages. The great thing about these pages is that they are considered evergreen content —rarely need updating and will be relevant down the line. Many ideas can be born from those topics. By taking medical-based pages and turning them into blog posts, you create a foundation for trend-based discussions.
Tip: Use your disease state web copy and turn it into blog topics or social posts.
Example:
A description page about eczema can become a blog or social post about:
types of eczema
tips for dealing with dry skin
how dry skin differs from eczema
triggers that cause eczema to flare
One topic just turned into four. You can even turn each topic into video content, and repurpose it in your emails.
Find topics like this and turn them into a seasonal post about winter flares, or an emotional post about scratching in public.
Tip: Use your treatment description web copy and turn it into how-to’s or tutorials for proper care at home.
Example:
For instance, a web copy excerpt on topical acne treatment can become a ‘how-to’ on applying skincare products, what order, and what to expect. This ‘how-to’ can take blog, vlog, or checklist form. You extend the life of information when it becomes more of a resource than a one-time read.
Again, each form of content delivers the message in a new way, and because of that, you’ll delight a broader range of viewers. Maybe they’ll refer to it down the road, show their teenager, send it to a friend, etc.
Tip: Turn treatment pages into case study discussions.
Example:
You’ve probably treated countless patients for certain conditions—highlight case studies of patient journeys for popular and unpopular treatments. People love to hear personal experiences that they can relate to rather than a dry general discussion of the treatment. One study showed 42% of people look to social media for info on health-related consumer reviews on treatments and products.
If a person can visualize themself in an experience, they’re more likely to want to get involved or purchase a product.
Case studies also improve your medical authority and expertise. You can showcase a step by step process, before and after photos and follow-ups.
Tip: Myth bust.
Example:
Almost any condition or treatment you perform has some myth associated with it. You can do a series on myth-busting and take the opportunity to use your website copy to define specific conditions and treatments. You already have the content, and now you can repurpose it in a social post or email. Some myth-busting topics are more fleeting because of seasonality and can be reused month after month, season after season (e.g., summertime myth: the sun’s UV is good for acne because it dries it out).
WIFM Bonus: What’s in it for me?
We talked about how to stretch your content so you can squeeze more juice out of it. But now that you have gobs of content out there, what do you do next?
Publishing on different platforms increases your reach to new audiences. Once you start spreading your wings, it’s time to make your content start working for you.
You can use the very same content we’re referring to above to create pdf freebies like checklists or guides. These become lead magnets to encourage people to sign up for your newsletter to receive the download. People are especially willing to join your community if you’re serving them value.
In doing so, your subscribers are consenting to have a more intimate relationship with you. Instead of stumbling upon your online presence or seeking you out when they want info, you now have permission to contact them and drop valuable pearls right to their inbox. You have a direct connection.
As you nurture your relationship, you have the potential and are earning the right to begin offering your services.
Final and substantial benefit.
Adding content to your website is the perfect way to give it a refresh, makeover, and the SEO boost it needs to make the Google all warm and fuzzy over your site. Anytime you add content to your website that’s relevant, high quality, and serves your reader, Google rewards you by giving you more visibility.
Tip: After making any updates to your site, always head to Google Search Console and have the bots reindex your site. This is your opportunity to take your revised book report back to your teacher for a new grade.
If you liked this article sign up for my newsletter to get more goodness delivered right to your inbox. Isn’t delivery anything great?!