Repurpose Content Like a Pro: HubSpot’s Secret Weapon

Feeling buried under a mountain of content? Content repurposing is the marketing secret weapon you need to unlock hidden value and reach a wider audience. Instead of constantly creating new material from scratch, smart marketers breathe new life into existing assets. But how do you do it effectively? Can one tool really make the difference?

Step 1: Connect Your Accounts to HubSpot Marketing Hub

First, you need to connect all the platforms where you want to distribute your repurposed content. This includes your social media accounts, HubSpot Video, and any other relevant channels. We’re talking about maximizing reach, right?

Connecting Social Media Accounts

1. Navigate to Settings > Integrations > Connected Apps.
2. Click the Connect App button.
3. Search for the social media platform you want to connect (e.g., LinkedIn, X, Instagram).
4. Follow the on-screen prompts to authorize HubSpot to access your account.

Pro Tip: Connect all your active social media accounts to ensure you can easily share repurposed content across all channels. It’s much easier to manage everything within HubSpot than switching between different platforms.

Common Mistake: Forgetting to grant all the necessary permissions during the connection process. This can limit HubSpot’s ability to post on your behalf. Double-check the permissions before finalizing the connection.

Expected Outcome: Your social media accounts will be connected to HubSpot, allowing you to schedule and publish repurposed content directly from the platform.

Integrating HubSpot Video

If you’re not already using HubSpot Video, now’s the time to start. Video content is incredibly engaging, and repurposing existing videos is a goldmine.

1. Go to Marketing > Video > Upload Video.
2. If you are a first time user, you will be prompted to activate your HubSpot Video account. Follow the on-screen instructions.
3. Once activated, you can directly upload videos or connect your YouTube channel for easy access.

Pro Tip: Use HubSpot’s video hosting to track engagement metrics like views, watch time, and drop-off rates. This data is invaluable for understanding which video content resonates most with your audience.

Common Mistake: Neglecting to optimize your video titles and descriptions for search. Just like blog posts, videos need to be optimized to attract viewers.

Expected Outcome: Your HubSpot Video account will be integrated, allowing you to host, manage, and analyze your video content within HubSpot.

Step 2: Using the Content Remix Tool for Social Media Repurposing

HubSpot’s Content Remix Tool is a game-changer for social media repurposing. It automatically generates social media posts from your existing blog content. This alone can save hours of work. I remember a client last year who was spending almost a full day each week just creating social media content. After implementing this tool, they cut that time down to just a few hours.

Accessing the Content Remix Tool

1. Navigate to Marketing > Planning and Strategy > Content Remix.
2. Select the blog post you want to repurpose.
3. Click the Generate Social Posts button.

Pro Tip: Experiment with different tones and angles in your social media posts. Don’t just copy and paste snippets from your blog post. Instead, reframe the information in a way that’s engaging and relevant to each specific social media platform. For example, a LinkedIn post might focus on professional insights, while an Instagram post could highlight visually appealing quotes.

Common Mistake: Accepting the automatically generated posts without making any edits. While the tool is helpful, it’s important to review and customize each post to ensure it aligns with your brand voice and target audience.

Expected Outcome: The Content Remix Tool will generate a series of social media posts based on your blog content, which you can then edit, schedule, and publish.

Customizing Your Social Media Posts

1. Review each generated post and make any necessary edits to the text.
2. Add relevant hashtags to increase visibility.
3. Select an image or video to accompany the post.
4. Choose the social media platform where you want to publish the post.
5. Schedule the post for a specific date and time or publish it immediately.

Pro Tip: Use HubSpot’s social media scheduling tool to plan your content calendar in advance. This will help you maintain a consistent presence on social media and avoid last-minute scrambles. Consistency is key, people.

Common Mistake: Overusing hashtags. Stick to a maximum of 3-5 relevant hashtags per post to avoid looking spammy.

Expected Outcome: You will have a series of customized and scheduled social media posts ready to be published across your chosen platforms.

Step 3: Repurposing Webinar Recordings into YouTube Shorts with HubSpot Video

Webinars are a fantastic source of content, but they can be time-consuming to watch in their entirety. Repurposing webinar recordings into shorter, more digestible YouTube Shorts is a great way to reach a wider audience and increase engagement. According to a Nielsen report, short-form video content has seen a 45% increase in viewership over the past two years Nielsen, so this is something you should take seriously.

Extracting Key Segments from Your Webinar

1. Navigate to Marketing > Video.
2. Select the webinar recording you want to repurpose.
3. Use the video editing tools to identify and extract key segments (e.g., Q&A sessions, product demos, expert insights).
4. Trim the segments to a length of 60 seconds or less to comply with YouTube Shorts requirements.

Pro Tip: Focus on extracting the most engaging and informative segments from your webinar. Think about what would capture the attention of someone scrolling through YouTube Shorts.

Common Mistake: Including lengthy introductions or filler content in your YouTube Shorts. Get straight to the point and keep the content concise.

Expected Outcome: You will have a series of short video clips extracted from your webinar recording, ready to be uploaded to YouTube Shorts.

Uploading and Optimizing Your YouTube Shorts

1. Click the Upload to YouTube button within HubSpot Video.
2. Write a compelling title and description for each Short, including relevant keywords.
3. Add the hashtag #shorts to your description to ensure the video is classified as a YouTube Short.
4. Select a thumbnail image that will grab viewers’ attention.
5. Publish the Short to your YouTube channel.

Pro Tip: Cross-promote your YouTube Shorts on your other social media channels to drive traffic and increase visibility. It’s all about creating a cohesive content ecosystem.

Common Mistake: Neglecting to add captions to your YouTube Shorts. Many viewers watch videos with the sound off, so captions are essential for ensuring your message is understood.

Expected Outcome: Your YouTube Shorts will be published to your channel, reaching a wider audience and driving engagement with your webinar content.

Step 4: Tracking Performance and Measuring Results

Repurposing content is only effective if you’re tracking its performance and measuring its impact. HubSpot provides robust analytics tools to help you understand which repurposed formats are resonating most with your audience. We ran into this exact issue at my previous firm. We were repurposing content like crazy, but we weren’t tracking which formats were actually driving results. Once we started using HubSpot’s analytics, we were able to focus our efforts on the most effective strategies.

Using Campaign Reporting to Track Repurposed Content

1. Navigate to Reports > Analytics Tools > Campaign Reporting.
2. Create a new campaign for your content repurposing efforts.
3. Associate all your repurposed content (social media posts, YouTube Shorts, etc.) with the campaign.
4. Analyze the campaign report to track key metrics like views, clicks, engagement, and conversions.

Pro Tip: Use UTM parameters to track the source of your traffic. This will help you understand which platforms are driving the most valuable leads to your website.

Common Mistake: Failing to set up proper tracking before launching your repurposed content. Without tracking, you won’t be able to measure the effectiveness of your efforts.

Expected Outcome: You will have a comprehensive report that shows the performance of your repurposed content, allowing you to identify what’s working and what’s not.

Analyzing Your Findings and Refining Your Strategy

1. Review the campaign report to identify the most successful repurposed formats and platforms.
2. Analyze the data to understand why certain formats are performing better than others.
3. Refine your content repurposing strategy based on your findings.
4. Continuously monitor your performance and make adjustments as needed.

Pro Tip: Don’t be afraid to experiment with different content formats and platforms. The key is to find what works best for your audience and your business.

Common Mistake: Sticking with a content repurposing strategy that’s not producing results. Be willing to adapt and try new things.

Expected Outcome: You will have a data-driven content repurposing strategy that is optimized for maximum impact and ROI.

Content repurposing isn’t just about saving time; it’s about maximizing the value of your existing content and reaching a wider audience. By implementing these strategies within HubSpot, you can transform your content marketing efforts and drive meaningful results. Stop letting your hard work gather dust – make it work for you!

Don’t overthink it. Just start small. Pick one blog post, use HubSpot’s Content Remix tool to create five social posts, schedule them, and then track the results. You’ll be surprised at how much easier content creation becomes.