How to repurpose content to extend your brand’s reach

Have an outstanding blog post or terrific video? Its potential to promote your organization online lies far beyond that original offering. Here are steps for building upon its initial success.

Creating epic content is hard work and takes a lot of time.

That means every time you create a valuable piece of content, you must make sure it spreads far and wide. When I was looking for ways to optimize content, I came up with this model.

Several years ago when I started using this concept, it didn’t have a name. Now it does: content atomization. You can also look into content upcycling to get more mileage out of content.

Your great content must be more substantial than a blog post or short essay. Some examples:

  • survey reports
  • e-books
  • white papers
  • how to guides

Publish the main piece of content on your own domain to maximize value from incoming links.

Now, the key to this model is that you can reformat and republish your information, varying the format, medium and length. Presenting material in different forms will expand its reach by opening channels for syndication and distribution.

Here’s what each point on the graphic means and how to get most out of it:

Video content

Create a short video version of your content, and load it to YouTube. You can also embed YouTube videos in your SlideShare presentations. When you’re creating a video, use graphics and animation, and avoid talking heads. Use YouTube as a video warehouse, but embed the video on your site and promote that.

To get traction, send the video to your email list and publish it on social media (as is explained below). Add a call to action that will take people to your site.

Create slides

Create slides from your content, using large, colorful images. Use one point or idea per slide and no more than 10 words on a slide. You can add short explanatory paragraphs, but make sure that the text is legible in SlideShare default view. (Remove the paragraphs when presenting).

Load your slides to SlideShare and Scribd. These two are the most-used slide-sharing sites, but you can find others on this list.

Send information about your slides to your email list, and publish it to social media sites.

Write press releases

Distribute them to relevant news outlets first, and then through online PR websites. Write engaging press releases, adding key information that makes journalists want to use it:

  • what’s important
  • how this is new
  • statistics and other data

Do not send your press release to your email list and social media sites; instead, post it on your website. Here’s a terrific post by Mike Butcher about how to get your message to news outlets.

Executive summary

This is a concentrated teaser of your main content. Create it to generate initial interest that will lead to deeper engagement.

Images, graphs and infographics

Create infographics, graphs and other colorful material from your content. Even if you are presenting only a few key statistics, put them into visual formats.

Images are easy to consume and share. Upload images to Flickr and other visual sites, using the highest resolution possible. You can also create PDF versions of the images and distribute them through SildeShare and Scribd. Share them via your social media channels and mailing lists.

Use snippets to expand your content

Extract important facts and data from your content, and go deeper. Expand a paragraph or sub-section to stand on its own. For example, every point in this article could be a standalone blog post.

Ask for opinions on specific issues from your visitors, and expand on that feedback. Format the snippets as blog posts and distribute them through social media channels. You can send an overview or digest of the snippets to your mailing list.


Organize live or online events to announce great content. Stretch the material you have as long as possible.

Explain and teach your great content in seminars, webinars and conferences. Promote your events in mailing lists and on social media channels. Record your events, and make them available online.


Analyze your audience to see whether it’s receptive to audio formats. If so, record podcasts featuring your best content. If your content does not rely heavily on visuals, you can extract the audio from a video to:

  • explain the key concepts
  • give a general overview
  • discuss specific points within the content

You can read more about how to distribute your podcast on different platforms here.

Social media channels

Make the platforms mentioned in this post specific to you, depending on your niche and target group. Select social networking, news and bookmarking sites. Include sites for slides, images and other types of content.


Do not send out all your content at once. Working through the various formats and media channels can take weeks. Schedule your offering to pique and sustain long-term interest.

Craft and target new content to expand upon previous information. The goal is to increase reach and bring in new visitors (leads and sales).

Email list building

Whenever you send out information in different formats, ask people to sign up for more. Create lead magnets based on your content.

Content syndication

Content syndication is publishing your content on other websites. It can be syndicated in full, or you can edit the syndicated copy to focus on one aspect of the original. Syndication can help promote your brand or website, and you can reach new, untapped audiences.

Consider sites that have a huge, established audience. Start with sites that let you post for free:

Use some of your best content for syndication, and make sure you link back to your site. The links may be rel=nofollow, but you will give people a way to find out more about you.

Links in the content

All the content that you distribute and syndicate outside your own website should link back to you. Make sure you include:

  • links in the content
  • calls to action for people to follow links
  • keywords for Google Analytics

Following these steps will help you get more out of your hard work, extending a well-crafted piece of content for months.

A version of this article originally appeared on DreamGrow.

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