A content repurposing agency uses content from one medium and transforms it into a different form for another medium. For example, YouTube videos or podcast interviews can be turned into blogs or articles.
Wouldn’t it be a shame if that awesome podcast interview never reached its full potential audience? Some of your audience or followers may not necessarily like podcasts, but they would love the content that is featured in it if were in the form of a blog.
Content repurposing is simply good content marketing. Just think about it. A portion of your followers may simply enjoy reading blogs or articles instead of podcasts. Others may simply have no time to listen to that phenomenal two-hour podcast that you just finished with someone in the industry doing great things.
In short, different mediums fundamentally have different effects or audiences, even if the content thematically across these mediums may be the same.
In this article, I show how repurposing content can take advantage of the differences between mediums. In addition, I also share EminentEdit’s repurposing process and how it can benefit your business.
What does a content repurposing agency do?
A content repurposing agency breathes life into your content by giving it anew form. This type of agency has the task of analyzing your website, social media, or any other medium where you create and present content and seeing how that content and fguring out what can be repurposed.
A content repurposing agency does not necessarily have to be solely dedicated to repurposing content. It can be any agency that offers that specific service in addition to other content production services. Content repurposing services can include:
Turning Podcasts into blog articles
Turning YouTube videos into articles
Turning articles into social media posts
Turning articles into newsletters
As I mentioned earlier, there is a fundamental difference between various medium. For example, a podcast interview is more laid back and rambling. Youtube videos, on the other hand, can be mini masterpieces of careful video editing, script writing, and practice.
Blogging differs in that it is written medium. You won’t be able to get away with including fluff in a blog or article in the same way that you would do with a podcast. A blog is supposed to be well-structured and organized and not too long.
When repurposing content, you have to frst identify the pieces of content that are worth repurposing and then decide how to ago about repurposing it.
The advantages of repurposing content
Content repurposing is a vital aspect of a robust content distribution strategy. There are several advantages to repurposing content. It saves you time and effort. Changing one medium to another eliminates the need to repeat the effort to reproduce the same or similar content. Here is a full list of the advantages of repurposing content:
1. You keep your followers or audience engaged. Most followers will be better served by a variety of content. Your target audience will not be always impressed by the same type of medium all the time.
Even the most interesting podcast may be reduced to background noise of it gets too long, and listeners have better things to do with their time. Turning a podcast into a blog means that they can revive or renew their interest in the content.
2. You gain a broader audience. Different people have different taste when it comes to consuming content. Some people love nothing more but to relax and listen to a podcast where host and interview make jokes and ramble. Others prefer YouTube videos edited like fine cinema. Lastly, there are those who prefer to read a well-written blog.
Repurposing content in various forms allows you to cast a wider net and capture a wider range of audience. You will be catering to a broader and more diverse audience.
3. You exploit the advantages of each medium format. Each medium jhas its advantage. Podcasts and YouTube videos allow your followers to binge your content. Blogs use of SEO to drive traffic and leads with zero advertising costs. Social media posts allow you to promote thought leadership content
In fact, there is nothing stopping you from including each of the different medium formats into a single piece of content. For example, a blog article can include clips from a YouTube video or podcast.
4. You extend the shelf-life of your content. YouTube videos and podcasts can get old. However, a revamped blog article never dies. If you notice that a video or podcast that used to get thousands of views or listens is beginning to lose steam, then this is a signal to repurpose it.
Blog articles are easy to revamp. Just slide into your CMS and delete a paragraph or rewrite a paragraphe there, or include this new keyword into a heading or subheading. The same cannot be said about other medium such as YouTube videos and podcast episodes.
To revamp video or audio content, you have to transform it into written content. Transcripts can be edited and organized in a readable manner and posted as written interviews. The other option is turning interviews into blogs or articles. This strategy means that content that would have normally lost the interest of followers can now be brought back to life.
Repurposing YouTube videos and Podcasts
YouTube videos and podcasts are a versatile form of content. They allow your followers to binge content. Other advantages include:
Easy monetization
Brand building
Cost-effective marketing
Massive global reach
YouTube videos are typically more polished than podcasts. This means that they would require less work to repurpose into blogs. Nonetheless, there are certain challenges when converting it into written and other forms of content. There are several options when repurposing YouTube content. They include the following:
Breaking it into shorter video/audio clips
Turning videos/audios into written interview scripts
Turning videos into genuine blogs
Repurposing video and audio into social media posts
Each of these have their own challenges and advantages. Let’s take a look at each.
1. Repurposing into video/audio clips
Repurposing video and audio clips from YouTube and podcast videos presents a number of challenges. However, if done well, it could lead to a number of advantages for your content distribution strategy.
By breaking long videos into smaller clips, you can take advantage of followers with shorter attention spans. And let’s face it, in the era of TikTok, most consumers of content have short attention spans.
Podcasts is a medium that is meant to emulate traditional radio, whereas YouTube is meant to emulate traditional TV. However, both mediums use video. Many podcasters have made it a habit to ensure that their podcasts also exist in video form. In this way, these podcasts can exist both as audio interviews or episodes and YouTube videos.
This means that both your podcast episodes and YouTube videos can be transformed into smaller TikTop-type clips. I think we all have seen the explosion of short videos in an attempt to compete with the force of nature that is TikTok.
Short video clips have grown to become among the most popular forms of content on YouTube. For example, YouTube Shorts are viewed over 70 billion times every day. How do you take advantage of that?
You most likely don’t even need an agency to do this for you. Simply take the most interesting parts of a podcast interview or YouTube video and post it as a Short. You can post on:
Tiktok, home of short clips
YouTube Shorts
LinkedIn
LinkedIn, in particular, as of 2024 is moving toward promoting more video content. This is excellent as the LinkedIn platform is ideal for repurposing content. LinkedIn is so many things in one:
A social media platform where you can post on the timeline
A blogging platform where you can post articles and newsletters
And now a video-sharing platform where you can post TikTok-type videos
Turning longer videos into shorter clips has the power to turn what may have seemed like a boring interview into something far more interesting. And more than that — a single video may provide multiple opportunities for you to do so. The only thing you need is the “taste” to decide what clip would catch the interest of your viewers.
2. Posting scripts
Posting the script of a podcast or YouTube video is more challenging. This means more or less uploading the script of a podcast interview or YouTube show onto your website. It’s not enough to just post the script word for word.
When editing scripts from podcasts and YouTube episodes, you should take into account several factors. This includes:
a. Length. Podcast episodes are too long for anyone to read comfortably as a script.
b. Readability. An unedited script at worst is a huge undifferentiated blob of words. Nobody can read it, and that even includes the Google algorithm.
c. SEO considerations. Talking about the Google algorithm, while a podcast or YouTube interview on their own might be interesting and compelling, making for “great TV,” the same is not true for the script posted on the Internet.
When you post a script in the form of written content, you should think of the implications for SEO. What queries will a script rank for without headings properly fitted with keywords, as normally expected in a blog? More likely than not, you will rank for nothing and that script will end up in some hidden corner of the Internet visited by no one.
Editing as a solution
Heavy content editing and SEO editing are solutions to posting scripts. By SEO editing, I mean old-fashioned editing, not janky AI software that turns your podcast into unreadable nonsense in the name of “scaling content.”
I am talking about the kind of careful editing that the editor of a magazine who interviews a celebrity or other person of interest has to carry out before publishing that interview in a magazine.
Yes, even traditional publications that rely on written mediums have to go through an intense editing process. If you want to put that script out as a blog, it entails heavy editing. You need to:
Reduce the length of the interview
Cut out parts of long answers from your guest
Frame the discussion or interview before introducing the script
Separate the script into sections under headings with keywords
Replace some dialogue with synonymous keywords for SEO
AI won’t cut it this time
Too often when people speak about repurposing content they make it seem like a process that can be accomplished at the touch of a button. There are even software developers out here who claim that their AI software can do just that.
To be fair, there is software that can turn audio recordings into almost flawless written scripts, including properly transcribing conversation to the correct speaker. It’s called Microsoft Word.
Word allows you to directly record or upload video that it then turns into a script. As far as I am aware, this is as far as technology can get you. After this, an editor has to come in to edit for length, readability, and SEO.
3. Repurposing videos and audio into blogs
The third repurposing option is turning podcast episodes and YouTube content into blog articles. Blog articles have a number of advantages over short video clips and scripts. They are much easier to edit for SEO.
While podcast episodes may lose steam or the interest of listeners, SEO-friendly blog articles actually age like fine wine. The older the post, the higher it ranks on Google. More than that, if it loses its ranking, you can always go back to modify and update it to ensure that it gains relevance.
While blogs may have more advantages than a script, they are even more difficult to achieve. In the case of repurposing a video or audio script into a blog article, the script should be seen as nothing but raw material for the blog. You need a skilled editor and a writer to transform a script into a coherent and compelling article.
This would include:
Deciding what to include direct quotes
What to leave out for brevity
Deciding what to extend on
Preserving your tone of voice (TOV)
Deciding what to further explain or add context to
More importantly, with a blog article, the focus should be on coherent storytelling. The SEO agency in charge of repurposing your content needs to make drastic decisions to make sure that they tell a compelling story while taking advantage of SEO and preserving your TOV.
4. Using social media
Social media is probably the easiest aspect of repurposing content. It usually involves relatively short posts that are posted on social media platforms including:
X (formerly known as Twitter)
LinkedIn
Facebook
Considering the length of podcasts and YouTube vidoes, a single episode may provide content for weeks at a time. This can significantly increase efficiency and reduce the time you have to spend coming up with original content to post on social media.
This content distribution strategy can even take a linear form, with podcast episodes and YouTube videos being transformed into blog articles and blog articles then being transformed into a series of media posts.
Get in touch for help in repurposing your YouTube and Podcast content into blog articles |
How EminentEdit repurposes content
At EminentEdit, we are not just bloggers. Our small team of writers have experience as independent journalists and professional developmental editors, who know how to turn the raw material of a podcast episode into compelling blog articles that interest or inform readers while preserving your tone of voice.
Our repurposing process includes:
Editing scripts for readability
Editing scripts for SEO
Turning scripts into TOFU, MOFU, or TOFU blog articles
Transforming YouTube videos into coherent articles
Many creators have a wealth of YouTube and podcast content that they don’t know what to do with. At EminentEdit, we have a process that includes strategizing to determine which content has the most value in terms of repurposing. Then we proceed to transform them into blog or social media posts that can covert or engage your customers.
Cite this EminentEdit article |
Antoine, M. (2024, October 30, 2024). Content Repurposing Agency: What It Does. https://www.eminentediting.com/post/content-repurposing-agency |
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