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.

Ragan Insider Premium Content
Ragan Insider Content

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:

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

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.