Sunday, May 5, 2013

Creating Content - 10 Online Repurposing Formats

By Karen Cioffi

The internet is teeming with people trying to sell their products or services. And, most marketers spend a lot of time creating and building their email subscription lists. As we know, marketing is all about the golden list and traffic, traffic, traffic.

The primary method of getting traffic to your site is through information . . . creating content. You need to create quality content and provide it on a regular basis. Generating ongoing content and promoting it to the articles directories and your social networks is time consuming, so you should develop a strategy to make each article you write pack a wallop.

While your article should be valuable, ‘pack a wallop’ doesn’t refer to its ‘quality,’ it refers to its ability to be repurposed.

Repurposing content has been around a while, but isn’t always used to its fullest potential. According to Jeff Herring, the highest paid direct response internet marketer, there is a psychology to repurposing, it’s “the ability to look at one thing and see many things.”

In a webinar, Herring mentioned that when he looks at an article he can see it in a number of formats, including: TV, radio, video, and combination products.

To make the most use out of your marketing time, this is the strategy you should invest in. Don’t let an article simply be an article – repurpose that article. 

Creating Content: 10 Online Repurposing Formats:

1. Expand on your article and turn it into a report that you can offer for free as an incentive for readers/visitors to join your mailing list or offer it for sale.

2. Take bits of your content and tweet, tweet, tweet. Take information packed sentences and schedule them for tweets throughout the month.

3. Create a podcast or other form of audio out of your report. Again, offer it for free or for sale.

4. Combine a bunch of articles on a particular topic and turn it into an ebook. You can do the same with this product - offer it for free or for it sale.

5. Turn your ebook into a live chat workshop or class. After the live event, you can copy and transcribe the chat – then combine the transcript with the ebook for a combination product. And, you can create a podcast out of the live event. These new products can be sold over and over and over.

6. Turn your ebook into a live teleclass. Be sure to record it to ensure that all your time and effort put into creating the teleclass can be reused or sold with no additional effort.

7. Turn your ebook into a live webinar. Do the same as with the teleclass, be sure to record it so it can be reused or sold.

8. Turn your ebook into an ecourse. This content format is a good way to get subscribers – those interested will need to sign-up to your mailing list to get the course. Or, you can sell it.

9. Query radio hosts. Most radio hosts are always looking for guests with information to offer their listeners. Offer to be a guest and present your content.

10. Create a video and upload it onto YouTube. Herring recommends; it’s a free service that allows you to record up to five minutes using screen capture.

Creating content and having it in so many formats widens your potential customer base. Think about it, some people like to read, others love watching videos, some like the instructional format of teleseminars or webinars, and those pressed for time would rather listen to content while driving or exercising.

Remember that any information you are sharing or selling should have links back to your site, landing page/s, or affiliate landing page. As with your article content, make all your information and information products ‘out there’ count - make them continue working for you.

If you write content, most often it has a purpose: to sell something. Lead the reader or listener to your product or service and have a clear call to action upon their arrival.

Need writing and online marketing help? Join The Writing World newsletter with Karen Cioffi and Writers on the Move. You’ll get advice, tips, and even free bi-monthly instructional webinars. CLICK HERE to learn more.



  1. Stunning! My perception of being a marketer broadened my strategy and skills. Thanks for this wonderful article it could help a lot every marketer wants to start their business.

    1. JR, I'm glad you found the article helpful. Once you put your thinking cap on there are lots of options.

  2. I tried to post links on Facebook, but it wouldn't work.

    1. Do you mean through the share links here? I was able to use the FB one here, but it just showed the title, no image. They're probably having a problem.

  3. Good post, Karen, you gave me great ideas to take my articles & use them in different ways. I've got to keep this to refer back later.

    1. Janet, I'm so glad I got you thinking of using your articles for more than one purpose. I wrote a 180 page ebook on fiction writing for children primarily from articles I've written over the years.

      Waste not, want not. :)

  4. Excellent ideas! Thank you, Karen!

  5. Laurie, I'm glad you liked the article!

  6. Dear Karen,
    You always come up with great marketing ideas. I appreciate you and your wealth of knowledge and your willingness to share them with us.

    Celebrate you.
    Never Give Up
    Joan Y. Edwards