Top 5 Repurposing Mistakes and What To Do Instead

Stop me if you’ve heard this one…

You can easily repurpose your content by putting your podcasts on Youtube!

Or this one:

Create a YouTube channel by uploading your livestreams!

Or this one:

You can record your blog posts and turn them into a podcast!

Or this one:

Transcribe your videos and put them on your blog!

Or this one:

Just use your webinars in your course or membership area!

No. No. No. NO.

Please don’t get sucked into this. You can do better than this. Your audience DESERVES better than this.

I know that creating content is a lot of work. It really is, and of course you want to get as much mileage and traction as possible from each creative effort you make.

And I LOVE repurposing. I have a whole company based around the idea.

But REPURPOSE does not mean the same thing as Copy/Paste – and when you take a piece of content that was made for one platform, and dump it unceremoniously into another one with the hopes of reaching a greater audience you’re way more likely to turn people off then get them interested in what you have to say.

Why is that?

Each platform has a superpower, and you should be making content for that platform that takes advantage of that superpower.

The superpower lies in how people use it. Think about the different ways and times you consume content. Are you doing the same thing when you’re listening to a podcast as when you’re attending a livestream? When you’ve paid for content and are sitting down to really dig in, is that the same feeling as when you’re browsing YouTube during your lunch break?

The way you are taking in and absorbing information is different in those scenarios, and what you’re able to do as a result of consuming that content is different as well. Because the way we interact with our audience changes depending on whether they are watching, listening, reading, or expecting to dialogue, we should be altering and modifying our content to fit, rather than trying to put square content pegs in round platform holes.

Super quickly, here are the superpowers of each platform:

• Youtube is for conversions, brand building and virality.

• Podcasts are for thought leadership, convenience for your audience and networking.

• Livestreams are for teaching and engaging.

• Blog posts are for big ideas, details and linking to more info.

• Webinars are for teaching, selling and offering support.

All right now that that’s out of the way – here’s a quick video of the WORST of the repurposing mistakes, then you can read on to see what to do instead.

Instead of Putting Your Podcast on YouTube…

Review your recording, and pull out a clip that really captured one idea, made a super interesting point, or described how to do something. Use that section, which will ideally be between 3 and 5 minutes, and turn it into a post trailer that you can share on social media, in your blog posts, that your guest (if you have one) could share.

This doesn’t have to be super complicated, and while ‘talking head’ style videos where you can really get up close and personal with your audience serve you the best in terms of increasing the personal relationship between you and your audience, they can be time consuming and expensive to produce. Do-It-Yourself services like AdobeSpark, GoAnimate, Lumen5 and Bitable are fine for when you’re just starting out and what to have video assets LEADING to your podcast episode that are way more sharable than the whole episode.

Instead using a Transcript as a Blog Post…

Pick one of the important ideas from your podcast or video and write a blog post that goes deeper into that topic. A straight transcript is important for accessibility, and you should have them, if possible along with your show notes – they aren’t the same as a well-written and fascinating blog post that can really dig into some subject matter, develop an idea, and lead into other content on your blog or website.

They sound like, well, transcripts. What makes for great listening or watching doesn’t usually make for good reading – all of the nuance is lost. The tones, the expressiveness, the sarcasm- they’re all gone when you strip a piece of content down to the words alone.

Instead of Recording a Blog Post as a Podcast…

Look at the blog posts you have that have performed the best in terms of engagement in the comments and on social media. For each one of them identify which parts were the most exciting to people. (These will be the points that people commented on or shared on social media specifically.) What did you not cover in the post about that idea? Could you interview an expert about it? Could you deliver an interesting lecture or longer form opinion on it? What about examine it from a new angle? Maybe re-write it to include contrasting viewpoints?

Those are all great ways to turn a written piece into a script for a podcast that will CONTINUE and EXTEND the conversation, rather than repeat the same one.

Instead of Putting a LiveStream on YouTube…

Look at how people responded to the livestream. Watch the recording and take note of when people reacted the most strongly. Those are the ideas that people are really interested in, and can serve as the source for a video script.

A YouTube script doesn’t have to be highly formal, but it shouldn’t be presented as if you were in the middle of a two-way dialogue. You can demonstrate something that people had a lot of questions about on your livestream, or answer ALL of the questions that were asked on it, or teach some of the foundational information that people would need to get benefit out of your live stream, or give them the next steps they should take after attending one. Videos, especially on YouTube, should always have introductions of the concept, the content and then clear calls to action that give someone a next thing to do.

Instead of using Webinars and Live Calls as Course Content…

Use them in ADDITION to your prepared course or membership area content.

Have you heard of the flipped classroom concept?

Instead of spending all of the class time lecturing, teachers provide video or written materials in advance of the lesson, and then use the face to face time to workshop, answer questions and do the projects. Online courses and membership areas are the PERFECT place to mirror this – and they mean that your students are actually going to LEARN something instead of just watch a video then do nothing.

When you have prepared lesson content for your students, you can use your live calls as real live Q and A or workshopping sessions! This is not only a solid instructional design strategy – it adds immeasurably to your student success rates, and how much they trust you.

All right, have I convinced you? Will you put careful thought and consideration into taking advantage of the superpowers of each platform, and how your audience uses it?

Yes? Wonderful!

Here’s a bit of an infographic you can keep handy if you ever find yourself tempted to take the ‘easy’ way out. It really is worth the time to re-create your content for the different ways you want to share it. You’ll be making a much better first impression, and delivering people content that they can really use WHERE they are.

Get To Know Our Guest Blogger

Megan Dougherty is a content and launch strategist, and co-founder of One Stone Creative. This guest post is part of the Great Repurpose Project, where we’re turning 31 videos into more than 150 high-value creative assets! Want to follow along and learn to do it yourself? Sign up here, for free!

Get To Know Our Guest Blogger

Megan Dougherty is a content and launch strategist, and co-founder of One Stone Creative. This guest post is part of the Great Repurpose Project, where we’re turning 31 videos into more than 150 high-value creative assets! Want to follow along and learn to do it yourself? Sign up here, for free!

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