ASP 07: How to Repurpose Content to Build Your Author Business

Quote of the day

A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.

– Wayne Gretzky

In other words, don’t just think about what’s working right now. Think about what’s going to work down the road.

What does it mean to leverage content?

Leveraging your content means taking existing content and turn it into books—or vice versa (turning your book content into other kinds of content). There is no reason to limit yourself to one format. Look for opportunities to visit other platforms and release your content across other types of media, such as videos, audio, and courses. You can also supplement your content and make it more in-depth by interviewing experts, offering related tips, etc.

Quick and dirty on SEO:

Very briefly, to maximize your SEO presence, go to Google Keyword Planner, a tool which gathers data from around the planet. This can help you figure out which keywords to utilize. As a general rule of thumb, if you’re on the first page of a decent term, that’s a big source of traffic.

In general, long tail keywords (strings of four to five words) target serious searches and result in better long-term traffic. However, these keywords are quite specific.

Why should an author even be thinking about this? What is the goal of repurposing content?

People like to consume content in different ways, so it’s up to you to take advantage of this. These days, many consumers prefer videos, largely because of how current technology is targeted. So every time you create something, you need to think about other ways that it can be used. And don’t limit yourself! You can leverage just about anything: book chapters, outlines, blog posts, lists, course materials, webinars, videos, speeches, research studies, statistics, and even podcasts. (In fact, if you are reading this article right now, you are reading a podcast that has been leveraged into written content!)

What are some of the ways you can leverage content?

www.tinybuddha.com – This site started out simple, with a Twitter account and quote images. Now it is a big brand, largely because they started posting images on Instagram and Pinterest, and blogging on LinkedIn.

www.slideshare.net/stevescottsite – On this website, old content from blog posts and books has been turned into SlideShare presentations. Was the effort worth it? Well, this site has been Steve’s second largest source of email subscribers!

How can you use re-purposed or leveraged content as a tool to build your following?

The key is to use external content to hook readers in and funnel them to your email offer. To do this, create great giveaways that offer things people want. For instance, Eben Pagan gave away the juiciest part of his book. This increased his opt-in rate, and resulted in people also buying his course.

Another good strategy is to offer content that fills specific needs. You can also bring people in by creating assessment tests or quizzes, then sending subscribers tailored information based on their answers.

If you’re a fiction writer, leveraging content can be a bit trickier—but it is still possible. Just be creative! One idea is character-driven Twitter accounts.

A couple examples of leveraged fiction content can be seen at https://www.facebook.com/AuthorJAHuss (not safe for work!) and www.selfpublishingpodcast.com, which talks about self-publishing from a fiction standpoint.

The important thing is to not throw anything out. You may find a way to leverage even the simplest content!

Is there any conflict in re-using content or repurposing it for marketing or lead generation?                

If promoting a book thru KDP Select, you will have to work within the 90-day exclusivity clause, which only allows 10% of the content to be republished elsewhere. But you always have the option to rewrite your content.

What are some things you need to remember before you repurpose content?

Make it timeless (so you don’t have to update it) and relevant. Don’t offer outdated info, change up the language where necessary, re-write if you have to, add images to freshen it up a bit, and even consider changing the title. The point here is to give your audience a fresh experience.

Also, it’s important to note that the Google algorithm wants original content. If you are looking to move up the search engine results (which you should be), spun content is not going to cut it! (You can always test content to make sure it is original by copy and pasting it into Google and seeing if it shows up anywhere else. If it does, it’s duplicate content.)

At first, you may be uncomfortable making videos, audio, podcasts, and other new forms of media that you are not familiar with. But remember that you’re reaching a new audience, and that the added exposure is worth the discomfort. You will get better with these new formats as you experiment with them, and gain new readers in the process.

Content upgrades:

If you get stuck and need some inspiration, http://www.authorityhacker.com/content-upgrades/ goes into thorough detail about how to create different types of content for the Internet.

Get out there and leverage your content!

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