Repurposing Long-Form Content for Functional Medicine

Turn Long-Form Content into Traffic-Generating Machines: The Ultimate Guide to Repurposing for Functional Medicine Practices  

At True Wellness Marketing, we know that compelling long-form content such as videos, blogs, and podcasts establishes expertise and helps attract new patients. However, not every client has the time or focus to consume hefty content. This is why you must learn how to repurpose long-form content, as it can help your practice shine.

You widen your reach by transforming lengthy material into snackable nuggets tuned for different platforms. Potential patients encounter your powerful, educational content in formats that align with their digital habits. Instead of one piece of content only interesting a small pool, repurposing allows your wisdom to spread across social media, reaching and engaging more individuals.

Ultimately, with a sound repurposing strategy for your long-form assets, you drive more website traffic, boost brand awareness, and cost-effectively generate new business.  

Sounds appealing, but how do you start repurposing effectively? This comprehensive guide explores the what, how, and why, giving you the tools to turn your long-form content into a traffic-surging machine.

Key Takeaways

1. Repurposing long-form content into snackable formats allows you to reach more potential patients across multiple platforms, building your brand and driving website traffic.
2. Top long-form assets to repurpose include videos, blogs, podcasts, webinars, and presentations. These can be transformed into brief social posts, blog posts, compressed slide decks, infographics, and short video/audio clips.
3. Optimize and repurpose long-form content for each platform – use concise text and visuals for Facebook and Instagram, stripped-down slide decks for SlideShare, soundbites and quotes for Twitter, etc. Follow best practices for each channel.
4. Benefits of repurposing include increased website traffic and brand awareness, better SEO rankings, higher patient engagement and education, cost/time savings, and expanded audience reach.
5. Audit your existing top-performing long-form content and implement a repurposing plan. Work with a specialist to develop an effective, tailored strategy for your practice based on your unique resources and goals.

Types of Long-Form Assets to Repurpose 

First, audit what long-form content you already have to work with. Prime options include:  

Videos: Platforms like YouTube continue explosive growth, and according to Cisco data, they are expected to command 82% of online activity by next year. Explainer and educational videos showcase your functional medicine practice. Repurposing empowers uploading standalone clips to social media and converting recordings into written or audio formats.

Blogs: In-depth blog posts demonstrate your expertise onsite and in other publications. Reframing key sections lets you produce spin-off posts with embedded CTAs driving to your website. Republishing full posts on LinkedIn and Medium expands reach.  

Podcasts: Podcasts are an increasingly popular digital activity. Repackaging choice portions of episodes into written snippets, smaller audio clips, or video formats allows for more listeners to be reached.

Webinars/Presentations: Recording web seminars or talks means the opportunity to extract engaging segments or graphics later for social sharing. Slide decks also repurpose well into smaller presentations. 

5 Key Methods to Repurpose Long-Form Content  

Now that you know which long-form assets to tap, what are some proven formats to repurpose? Consider these five options:

• Snackable Social Media Content: Twitter, Facebook, LinkedIn, and Instagram all respond well to concise updates, including interesting statistics, inspiring quotes, or your best tips with appropriate images and captions. 
• Brief Blog Posts: Long podcast transcripts and webinar highlights easily become short, powerful blog posts – 300-500 words offer an optimal length. Lead into your CTAs and links to the full original piece.  
• Compressed Slide Decks: Original slide decks may contain too much text or go longer than ideal if shared standalone on SlideShare. Create compressed versions highlighting your most compelling data, advice, and visuals.
• Infographics and Images: Transform complex research, processes, timelines, and patient cases from blogs or presentations into visually stimulating infographics. Design visually striking and easily digestible images for Pinterest and Instagram.  
• Podcast Clips and Video Soundbites: Slice longer recordings into compelling sections under one minute interspersed with commentary to produce standalone clips perfect for YouTube and podcast channels.   

Optimizing Repurposed Long-Form Content by Platform

How precisely you reframe your repurposed content depends on where you intend to redistribute it. Consider these optimization tips for key channels:

Facebook: Attention spans run short on Facebook, so crafted concise updates under 125 words punched up with emojis, questions, or calls to react work best to engage. Add a link to the full content for more info. Posts with 80% text or more see lower engagement. 

YouTube: Use intriguing thumbnails, titles under 70 characters, properly tagged descriptions, and captions or subtitles to ensure standalone clips entice viewers, appear in Search, and convey context/value for those not hearing audio.   

Instagram: Vibrant images make Instagram posts pop, especially if overlaid with compelling captions kept to 125 characters max. Leverage Stories for swipeable image collections, mini-tutorials, question boxes, and polls – all great for repurposed snippets.  

Twitter: Extreme brevity rules on Twitter with a max word count of around 280 characters. Rife for soundbite quotes, stats, and live coverage, Twitter also easily handles images, GIFs, and videos to make a splash.  

Pinterest: Bitmap images (not vectors) in a vertical orientation at a minimum of 600 px tall grabbed by users to save for later perform best here. Ensure repinned images feature subtraction backgrounds. Group conceptually related image boards.    

Podcasts and SlideShare: Summaries, quotes, bullet points, section headers, clear audio, and contextual links give newcomers access to your full-length content, which is now more readily discoverable on these platforms.  

The Benefits of Repurposing for Functional Medicine

Now that we’ve covered what to repurpose and how to frame it effectively across social platforms let’s highlight five benefits this content marketing approach holds specifically for functional medicine:

Increased Website Traffic and Brand Awareness  

Repurposed content published across social platforms acts as bait, allowing new patients to discover your expertise and become aware of your practice. CTAs, alongside content, guide visitors to book appointments or sign up for newsletters.  

Enhanced Search Engine Visibility and Rankings  

The more quality content you produce and distribute in various locations containing targeted keywords, the more chances search engines have to index and surface your content when patients search for relevant terms.  

Higher Patient Engagement and Education

Bite-sized, easily consumable infographics, videos, and articles allow understanding of complex health topics in digestible chunks, providing value and building patient trust.

Cost and Resource Savings  

Repurposing eliminates starting from scratch, saving precious time. It means getting more mileage from content production investments already made. Republishing costs little other than editing efforts, making the tactic extremely cost-effective.  

Wider Audience Reach 

Long-form content often appeals only to limited segments willing to consume it. Transforming it into a multiformat microcontent lets you reach more people via their preferred channels when they have a few minutes rather than continuously expecting 30+ minutes. 

Ready to Make Your Content Work Overtime?  

As you can see, repurposing should be vital to every functional medicine marketer’s strategy. Follow the recommendations in this guide on which assets to repurpose, proven reformatting methods by platform, and tips to ensure your repurposed content strikes optimal chords. 

Doing so saves tremendous resources over original content creation but generates tremendous traffic, leads, and business with modest additional effort. Ultimately, your influence grows exponentially without proportional extra work solely through repurpose long-form content.

What are you waiting for? Audit your top-performing long-form content and put this guide’s advice into action! Your increased online visibility awaits, along with more robust patient education streams and hopefully surging appointment books.

That’s where True Wellness Marketing shines – with over a decade of specialized experience specifically helping functional medicine practices save time, effort, and money while attracting more patients through savvy marketing.

While we covered key repurposing fundamentals here, every practice’s needs differ depending on existing content, patient demographics, online sophistication, and more. 

All we ask is for a 45-minute free strategy session to help practitioners create an effective, tailored repurposing blueprint to grow their practice based on their unique scenario and resources. 

Click Here or Call 877-664-4654 to book a consultation today. Our passion is your marketing success and ultimate patient impact!