Content marketers can use data-driven insights to stretch one piece of content into many different formats and applications.

1. Make your content sweat:
Research-guided Repurposing Content
www.buzzsumo.com
Subscriber Series

2. Susan Moeller
Business Development
Manager
@susancmoeller
@buzzsumo

3. Create Better Content
At BuzzSumo we help content marketers improve their
content through research, amplification and monitoring.

4. RAM

5. Good
research
can grow….

6. INTO A LOT OF DIFFERENT CONTENT

7. • Multi-purpose:
• Think about more than one purpose any
time you create content
• Re-purpose:
• Take your best content and reuse it in
multiple ways
• Research makes this easier!

8. Content types to consider:
• Blog posts
• Webinars
• Live chats
• Video
• Use cases
• Tutorials
• Case
studies
• Infographics
• Pinterest
boards
• White
papers
• e-books
• Events
• Conferences
• others?

10. CONSIDER DIFFERENT NETWORKS

11. Everyone Learns Differently

12. Smith, Mark K. (2002, 2008) ‘Howard Gardner and multiple intelligences’, the encyclopedia of
informal education, http://www.infed.org/mobi/howard-gardner-multiple-intelligences-and-
education.
http://pegfitzpatrick.com/reuse-repurpose-refresh-how-to-maximize-your-content/
Howard Gardner’s Theory of Multiple Intelligences:*
•Linguistic intelligence—Words, please
•Logical-mathematical intelligence—Logical, structured
•Musical intelligence—Centered in what is heard
•Bodily-kinesthetic intelligence—Don’t just sit there, give
it a try!
•Spatial intelligence—Draw me a picture
•Interpersonal intelligence—Group work
•Intrapersonal intelligence—Let me go at my own pace

13. “Someone may love your content as a written blog post but not really be interested in
the same information as a video.”
Peg Fitzpatrick

14. Re-purpose your best content

15. I’m sure it’s in here somewhere!

16. Find the most shared content from your site:

17. Find the content with the most page views:

18. • Export both lists
• Cut to top 20
• Color code
• Combine lists
• Eliminate any that aren’t on both lists

19. Result:
A list of your most shared and most seen content

20. YOUR BEST CONTENT—READY
TO GO TO WORK

21. 10 Ways to Increase Facebook Engagement
with BuzzSumo
Blog post:
Use case
Tutorial
Webinar
Infographic
Slide Deck
Series of tweets
Schedule it to share again!
If you haven’t already, use it as a LinkedIn Pulse Post
Rule of thumb—wait 2 weeks to publish on Pulse

22. https://docs.google.com/spreadsheets/d/1s6uE_UqgQYv2nQmOC5JO_NpdsmnfNYfNCvnwun-
q9Ho/edit?usp=sharing

23. Less-Shared Content

24. Format that works

25. Length that works

26. Extreme Makeover, Content Version

29. Find Amplifiers:
People who are already sharing your content
People who are influencers in your content area
Websites that are the most influential on your
topic
People who are sharing competitors’ content
Top authors who are publishing on your topic
BuzzSumo Subscriber Series #1 Influencer Outreach

33. ● Create Pinterest boards while you
research
● Develop webinar slides with an eye
toward using them as a slide deck-
-make two versions, one with more
of your comments written out, so
that it can be understood by people
who are reading it without your
comments
● Record webinars, so that they are
available as videos
● Write a blog post while your
webinar content is still fresh in your
mind--add an influencer for an
extra boost
● work with other people who will be
able to promote your content with
their audience
● Remember that people learn very
differently. Force yourself to think
outside of your comfort zone

34. Susan Moeller
Business Development
Manager
@susancmoeller
@buzzsumo