Republishing Content – Here’s how it works

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Republishing Content – Here’s how it works

Republishing content is like insurance.

Call it “marketing insurance” if you like. On days or weeks when you don’t have time to create marketing collateral and other content, this slack is a must.

Republishing content is taking a piece of marketing material and turning it into something else. For example, taking an article published in a trade magazine and in a series of blog posts for your company’s website. Change Easy, right?

Why reproduce content?

Two reasons. First of all, it saves you time because you won’t rush to create content from scratch. Second, republishing content helps promote you Expand this section More. This gives your content maximum distance because you are using different forms to get it in front of different people.


Of course, you still have to create content all the time and fresh. But republishing will give you a breath of fresh air. Instead of spending weeks (or more) weeks creating a new blog post series, you can pick up a white paper or article you have already written and turn it into a series of blog posts in a matter of hours. ۔ You can then promote each piece beyond your blog to bring it to more people.

Webinars are great for republishing content

Webinars typically include a lot of content, such as slides that show customer results, product details, industry concerns, and educational “how” information. You’ve got a product specialist talking to you through these slides.


Webinars usually have enough content to give you repetitive content for a few months.

But let’s be specific: you can turn a webinar into a white paper, a blog post series, a slide share presentation, a press release, a social media post, an article for a trade magazine, an email newsletter, a trade show handout, or a speech. Are And these are just the types of content I can list above my head.

Let’s talk about how you actually present a webinar step by step, step by step.

1. Upload webinar slides to Slide Share

Uploading slides to SlideShare is the fastest way to get your webinar out to a wider audience. And considering how easy it is to do, this should be your first step.

2. Audio copy

Your product experts will be talking through slides and giving a lot of information to webinar participants. So why not take that audio and copy it into the text?

There are transcript services or apps that will copy audio to you in 24-48 hours depending on the length. I’ve used Rev myself, and I would definitely recommend it.

Polish. Polish audio text

Translations are rarely perfect, so you’ll need to go through it and polish the text. But it should not take long. Make sure the text is fluent, the words are spelled correctly and everything has meaning.

Copies and slides of each additional collateral or piece of content you create now form the basis.

For example, text can be formatted in a speech, and slides can be used as a presentation handout in a trade show program. You’ve already found the slides, so it doesn’t take long. It can take 3-4 days back and forth in a speech to agree on important points to talk about.

4. Make a white paper

A webinar often starts with highlighting a common industry problem, then it shows how the product solves the problem. White papers do the same thing when they are used in the upper part of the funnel: they take the form of solving a problem that informs the reader of the problem, and then shows them how to solve it.

Take text from your copy and use it for white paper. Since you are not creating anything from scratch, this should take at most a week.

White papers should be objective and educational, so make sure there is no sales pitch. And don’t mention the product or your company until the end.

5. Convert the white paper into a series of four blog posts

A problem-solving white paper follows a specific format. First, you introduce the topic. Then, you point out a common industry problem. You have already sketched out what has been done to solve this problem (and why it has failed). Finally, you come up with a new and better solution to this problem.

So take those four parts from the white paper and turn each into a separate blog post. You only need a few hours.

6. Format blog posts into an email newsletter

Sending each blog post as a separate email newsletter will help keep it in front of a wider audience. Some people on your mailing list will not read your company’s blog. And, of course, blog posts will reach people who aren’t on your list.

7. Use white papers or blog posts for a magazine article

You can only publish white papers, but some magazines and journals do not accept articles that have been published elsewhere. Do something The article will have a white paper-like format that is slightly shorter.

8. Write a press release …

Most of the content of the press release can be taken directly from the original audio copy.

9. … and social media posts

Take small pieces of information from the copy and Post them on social platforms Like LinkedIn and Twitter. Add a link to download the full webinar or white paper.

And there you have it: nine kinds of content in less than two weeks!

Plan to republish the content for each webinar

Outline how you are going to turn each new webinar into another piece. Even better, start republishing webinars you’ve already created. This is a great way to get more mileage from your webinars and get more people in front of you.

Your content can be your creative breath “repurposing your content whenever you need it.

More resources on republishing content

How to reuse old content to promote your SEO and engage your audience

How to create your content correctly [Infographic]

Content Marketing: Surplus

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