Repurpose your writing to maximize revenue

Just because a blog entry has been published doesn’t mean that it never can be used again. Instead, you want to repurpose your writing, meaning reformat and reuse it across multiple books as well as marketing and social media channels.

Doing so helps you reach a wider audience. That’s because some people prefer receiving information in very specific ways – some like videos, others prefer infographics, a few want books – and these potential buyers of your books or service may never read your blog. If played right, repurposing also maximizes your income by allowing you to produce more products or ad revenue streams. Lastly, repurposing helps alleviate the stress of constantly coming up with new content.

To repurpose your writing, begin by identifying your evergreen content. This writing is relevant to your readers for a long time; for example, if you write about skiing, “10 Tips for Beginning Skiers” will be good for years to come. Non-evergreen writing usually centers on trends or news events, such as an analysis of the ski competition at the last Olympics.

Repurposing involves reworking the writing so that it can be seen in a new medium. Information always is presented slightly differently in each medium. For example, in radio you can’t refer to or show pictures and so with words or sound effects must describe a scene; in television, you can brings up pictures for viewers to see, so spoken descriptions can be pared down and often deleted.

There are several ways to repurpose your blog entries:
 Roundups – For a new blog entry, offer a collection of links to all of the articles you’ve written about a theme/topic. This then can become an outline for a new book that you’ve already partially written!
• Ebooks – After identifying blogs with similar themes/content, outline and begin writing a new ebook. You likely will have to write new content to introduce the book and to fill in the gaps, but those in turn can be new blog entries.
• Videos – A blog entry can be the basis for a great script. The video can be posted on your website or at YouTube.
 Infographics – Distill your blog down to a few key takeaways and add some illustrations to it for a visually pleasing, quick read. Free infographic templates are available online.
• Slide shows – Using programs like PowerPoint, you can convert blogs entries to slide shows by breaking paragraphs into bullet points presented across several slides. These can be become new blog entries, used at presentations, or posted on SlideShare at LinkedIn.
• Newsletter articles – If you put out a newsletter to promote your service or books, find an old blog entry that might be of interest to your readers today.

Of course, repurposing isn’t limited to blog entries. Content you’ve written for the above mediums easily could be repurposed into a blog or any of the other ways given. A blog can be broken down into blog entries. Scripts for videos could become an ebook. Slide shows can become videos. Be creative!

When you repurpose your content, remember to always do the following:
• Update the facts – Stats and even facts quickly become outdated, and you want to be as current as possible. In our information age, you can bet that new studies and reports have come out if more than a year has passed since you wrote the blog. The more recent numbers and facts actually are likely to bolster your arguments. An outdated number or fact undercuts your piece, however.
• Check the links – You’ll also want to check any links you may have in the blog entry. Over time, website pages disappear, and you don’t want to send out material with links that were good three years ago but are now broken. If they don’t work, you’ll need to either find new, relevant links or eliminate any reference to the link.