Beginners Guide to Creating Information Products People Want to Buy

How to Repurpose Your Content into Cash

You’ve probably heard about passive income.

You’d love to get in on that, but you don’t know where to start.

Or what to do.

Or even if you can make it happen.

Would you be surprised to discover that you can start right now where you’re at with what you already have?

If you have been creating content for a while — blog posts, articles, tip sheets, and so on — you are sitting on a gold mine. This guide gives you a proven process for repurposing that content into information products that people want to buy. If you don’t have a lot of content, this guide will help you plan and build a wealth of material you can repurpose in the future.

As a successful entrepreneur and professional writer/editor for more than 25 years, I believe that every piece of content must do double and triple duty. I’ve created information products for myself and my clients by repurposing articles, books, workshops, speeches, webinars, private-labeled materials, and more.

I suggest that you follow the guide step-by-step at first, so you can learn the process and easily repeat it to build an information product empire.

How Does It Work?

Your goal is to leverage your time and efforts by ensuring that every piece of content you create does double and triple duty and can be repurposed into something new.

Almost 95% of this guide was created from content I already had in the form of blog posts, articles, tip sheets, workshop handouts, and more. I organized and updated them, as necessary, did a bit of research where I needed to add new information, and created a few sections that had no existing content. The entire guide took less than a day to complete — a lot less time than if I had to create it from scratch.

What Are Information Products?

Information products are vehicles that give people useful, practical advice to help them solve a problem, overcome an obstacle, or meet a need that they have. They provide a strategy, tools, and processes for achieving something they want.

Some information products are sold and delivered electronically via download and, once created, can deliver passive income 24/7/365.

Building lines of information products may be the easiest, most cost-effective, and potentially profitable business you can create.

Other types of products, like workshops and tele-classes, require your active participation and in-person delivery. They usually are higher-priced products, which can be recorded and sold for passive income after being delivered.

(C)Patricia Haddock

7 Easy-to-Create Information Products for Repurposing Your Content into Cash

The information products you can create multiply daily. Here’s a of products that are easy to create using repurposed content and that can be used for passive and active income.

  1. Printed book — Generally published by an established publishing house or self-published, using one of the on-demand services.
  2. eBook — eBooks are everywhere, and most professionals have created several since they are easy to pull together. They are versatile products that can be used in a variety of ways.
  3. Audios/Podcasting — You make your content available as audio recordings.
  4. Tele-classes — Content is delivered via phone, are hosted by you, and may include several sessions on one topic.
  5. Webinar/Videos — Content is delivered in workshop-style format. A webinar is a that usually uses a live camera on you or a slide presentation for instructional purposes. You can charge for the live delivery and subsequently sell the recorded version. Free webinars are often used to enroll people in high-priced, multi-session programs.
  6. E-course — An e-course is a workshop delivered via email in daily or weekly segments.
  7. Workshops — In-person programs to help participants learn something new or make a positive change in their work or lives. You can plan and hold your own or present to organizations. The income potential can be huge.

Why Create a Line of Information Products?

Credit: simisi1 @pixabay

Creating a line of information products expands your earning ability because your customers will return over and over to buy more of what you offer. Retailers have known this for years.

Think about cosmetics brands. Each one offers lines of products that target a specific customer niche and focus on solving a problem that customer has. For example, teens and mature women have very different makeup and skin care challenges.

Most cosmetic companies create lines of products for each niche, and each line includes a variety of products, such as moisturizers, exfoliants, day and night creams, makeup removers, enhancers, and so on. When a customer buys a few products, they are more likely to return for other items in the line.

You want to adopt this model for your information products. If one of your targeted customers purchases an e-course from you, they probably want something else that complements their original purchase and gives them new, actionable information. When you have lines of products, you can leverage them for additional profits.

9 Steps to Build an Information Product Line Using Repurposed Content

This guide will take you through a step-by-step process and give you a strategy that you can use over and over to build an entire passive income steam just by repurposing your content.

Step 1: Focus on a Specific Customer Niche and Main Topic
Credit: ernestoeslava @pixabay 

Before you start building information products, choose a customer niche and a topic they are interested in. When you target your products to meet the needs of a specific customer, you enhance your ability to build entire lines of products. This means you must focus on one representative person of that audience as if you were writing directly to him or her. You need to create an avatar.

An avatar is a profile of someone who represents your audience. You may have more than one avatar — one for each major audience with whom you communicate.

Be specific and detailed when you describe your avatar and use it decide what your audience needs and wants from your information products. Developing an audience avatar will help you become more effective in your messaging and make the writing easier.

Choose one audience to whom you write frequently and create an avatar for that person. For example, if you write to homeowners, build an avatar that represents a single homeowner.

Avatar Worksheet

To reach your audience and get the result you need, you must tailor your writing to a specific member of the audience. This means you must focus on one representative person of that audience as if you were writing directly to him or her.

  • An avatar is a profile of someone who represents your audience
  • You may have more than one avatar — one for each major audience with whom you communicate
  • Be specific and detailed when you describe your avatar
  • Use your avatar to help you decide what your audience needs and wants in anything you write

Developing an audience avatar will help you become more effective in your messaging and make the writing easier.

Choose one audience to whom you write frequently and create an avatar for that person. For example, if you write to homeowners, build an avatar that represents a single homeowner.





Family situation:

Where do they live:

What challenges, problems, or fears can you help them eliminate or avoid?

Add any additional information that can help you write for this avatar.

Choose one Main Topic for your line of Information Products

The topic you choose needs “legs.” A topic with legs lends itself to many different, complementary topics that you can repurpose into an entire line of information products for passive income. The longer the “legs,” the more likely readers will return for more of your valuable information.

What is your Main Topic?

(C)Patricia Haddock
Step 2: Research Hot Ideas for Your Target Niche and Main Topic

Your goal is to create a line of information products by leveraging a single topic into multiple ideas that can become additional products. You must provide unique information that people cannot easily find on their own. This is especially important if you are tackling a topic that has a lot written about it, such as time management, organization, and so on. Your ideas will come from a variety of sources.

Your Current Clients

Your current clients and customers will tell you what they want.

  • Listen to what they say.
  • Pay attention to their requests, questions, and complaints.
  • Send out a quick survey and ask them what they would like more information about.


Take the most common questions you hear from your clients about your Main Topic and answer them in an information product. For example:

  • An image consultant gets questions about how to cost-effectively update clothing for each season.
  • A fitness trainer gets questions about exercises that tighten abdominal muscles
  • A financial planner gets questions on how to minimize risk in a volatile market. The answers to these questions can become topics for an information product.

What questions do your clients and customers have about your Main Topic. that you can use in a line of information products?


Complaints about your Main Topic make great topics for an information product. For example:

  • If you are a coach, your clients may complain about how hard it is to get recognized as an expert in their field. You can create a webinar on how to establish their expertise using social media networking.
  • An insurance agent hears complaints about service. This could lead to an eBook on how to get claims settled quickly.

What complaints do your clients and customers have about your Main Topic that you can use in a line of information products?


Requests from your customers about new products or services related your Main Topic can become an information product.

  • A landscape designer may get requests from clients about do-it-yourself deck building.
  • A marketing consultant may get requests for information on social media as a marketing medium. You can create information products to share resources and information.

What requests related to your Main Topic do your clients and customers have that you can use for a line of information products?


What do your clients fear related to your Main Topic? Your information product can address this fear and give your audience tools to manage it. Start with the phrase, “What if…” and fill in the blank. “What if…I lost my job? Got sick? My business failed?” Your options are endless. Just make sure that the topic you choose directly targets the audience you are trying to reach.

What do your clients and customers fear that you could turn into a line of information products?

Keyword Search

Do a Google search of your Main Topic and focus on the first two pages of results. You also can use tools like Ahrefs or Ubersuggest to find hot keywords associated with your Main Topic.

Create a list keyword you can incorporate into your Information Products.

Brainstorm a list of ideas that you can use for your Information Product line.

(C)Patricia Haddock
Step 3. Create Sub-topics You Can Use for Your Line of Information Products

Use the information from Step 2 and brainstorm a list of sub-topics for your information products. The longer your list, the more ideas you have for information products. Some of them will lend themselves to additional ideas.

(C)Patricia Haddock
Step 4: Gather the Content to Be Repurposed

Gather the content you have already created on your Main Topic and sub-topics. You can use blog posts, articles, free reports, checklists, speeches, and so on.

Copy the links to everything into one location where you can easily work with it. You can use apps like Evernote or OneNote to simplify this.

(C)Patricia Haddock
Step 5: Choose Your First Information Product to Create

Your first product should set the stage for the other products in the line. It’s an entry-level piece that you want to create quickly and get out to your customers and potential customers. Since our example uses written content for repurposing, we’ll start with an eBook.

An eBook is a digital book, usually in PDF format that can be read on a computer or e-reader. Because eBooks are delivered electronically, you can bundle them with other digital products to increase your reach and income.

EBooks run from a few dozen pages to several hundred, based on the topic and level of detail. If you don’t have a lot of content already written, you might want to target shorter eBooks at first. You can plan additional content later to either expand your eBook or create a longer, companion eBook or even an on-demand book. Choose one of your subtopics as the topic for your eBook.

(C)Patricia Haddock
Easy Formula for Creating a 48-Page eBook

I recommend doing at least a 48-page e-Book. That may seem hard, but anything less is just a special report or a set of tips. When you break down the 48 pages into steps, it is easy to pull one together.

Front Pages

  • Cover or title page-1 page (Make sure you use a strong graphic element you have the rights to)
  • Create a benefit-focused title and subtitle (Example: Create a Values-based Relationship: Let your most important values lead you to the right relationship)
  • Copyright/disclaimer page-1 page (Always protect your intellectual property)
  • Introduction page-1 page (Why you are writing this e-book and what it will do for people)
  • Table of contents-1–2 pages
  • Total Front: 4–6 pages

Back Pages

  • Bio page-1 page (Not just who you are, but how you work with people to get results)
  • Back-end offer pages-1–2 pages (more about this later)
  • Back cover-1 page (Testimonials)
  • Total Back: 3–4 pages

Body — 36–38 pages remaining

  • Identify your key points from your existing content
  • Arrange the key points in logical order to move the customer easily throughout the document
  • Divide 38 pages by the number of key points
  • Add one image per point (Make sure you have commercial rights)
  • Add inquiry questions or action steps for each point
  • Include resources for more information (optional)

Total eBook: 48 pages

  • Have it professionally edited and proofread
  • Save it as a PDF and/or also format it for an e-reader
Step 6: Build Out Your Product Line

Now you want to choose the next information products to create. I recommend choosing at least four additional products since this will let you create a bundled product (more on this later).

Return to your list of sub-topics.

  • Audios: Choose at least three complementary sub-topics for a set of audios
  • Tele-classes: Choose a sub-topic or sub-topics for a 40-minute tele-class or a 3-part, 30-minute tele-class
  • Webinar/Video: Choose a sub-topic or sub-topics for a 50-minute webinar or video
  • E-Course: Choose a set of complementary sub-topics that will work for 6 or 10 weeks of email lessons

(C)Patricia Haddock
Step 7: Create Product Bundles

You can sell your information products as individual products, or you can combine three or more information products into a bundle for sale. See the Information Product Bundle Guide at the end of this Guide.

(C)Patricia Haddock
Step 8: Create a Back-end Offer

A back-end offer is an upsell to a complementary product or service. A back-end offer could be a coaching program, a discounted consultation, or a product bundle that delves into the main topic more deeply.

You can have several different back-end offers with different price points because you want to add one back-end offer to every information product you create. Lower-priced products will have lower-priced back-end offers; higher-priced products will have more expensive offers. Higher-priced back-end offers may include your active participation, such as live workshops, retreats, and individual coaching programs.

(C)Patricia Haddock
Step 9: Leverage Your Information Products into High-Priced Gigs

You can use your information products as the starting point for high-priced gigs:

  • Half-day, full-day, and multi-day workshops
  • Multi-session webinars
  • Multi-part training programs
  • Day-long, weekend, or week-long retreats
  • Self-study program
  • Small-group, themed cruises
  • Speeches and breakout sessions at conferences

(C)Patricia Haddock

Create an Information Product Empire

You first product line is just the beginning. Return to your list of subtopics, add additional sub-topics, and keep repurposing your content into new products and bundles. You can use the Information Product Planning Guide at the end of this guide.

  • Branch out to a new main topic that your same target market is interested in.
  • Expand your product line by choosing new, complementary topics and starting the process again.
  • Take your existing information products and repurpose them for a new target niche. In the example we’ve been using, how could you modify your product line for divorced men?
  • Form an alliance with another expert to cross-promote each other’s products or create co-authored information products or bundles.
  • Create private-label products that you can license to other people who will brand it for their business.

Regularly add new products to your line and create new lines. Building a following of repeat clients takes time and effort.

It will take work, but the return on your investment is worth it. Passive income is not the only benefit you will gain from creating information products.

You also can:

  • Grow a robust contact list of customers who want what you are offering
  • Become known as the subject matter expert in your field
  • Set yourself apart from your competition
  • Become an influencer and in-demand professional

The key to success is using strategies that leverage your efforts to deliver results. As much as possible, automate the task by creating systems and processes that you follow every time you sit down to write.


Patricia Haddock has been a professional author and consultant for more than 25 years. She works with entrepreneurs and career professionals to increase income and overcome obstacles to long-term career and business. Contact her at for help creating your line of information products.

My Back-End Offer

Do you need to create enough content to build a line of information products?

Do you want help creating a content strategy that lends itself to multiple information products?

Are you eager to start earning from multiple income streams?

Check out my Content Creation Services or email

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