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“Content repurposing is the key to maximizing your content’s potential and reaching new audiences.”
Are you ready to break free from the gridlock of having to create new content from scratch all the time? Tired of constantly coming up with new ideas and struggling to keep up with the demand? Well, here’s a little secret: you don’t have to start from scratch every time! Content repurposing is the ultimate hack for busy content creators like you.
By giving your existing content a fresh spin, you can reach new audiences, save time and effort, and make a bigger impact. It’s like getting a second wind without the exhaustion! So, if you’re ready to shake things up and make your content work smarter, not harder, let’s explore the magic of content repurposing together!
What Is Repurposing Content?
Repurposing content is simply the idea that no piece of content is ever “ one and done”.
Repurposing content (also known as “content recycling”) is the practice of reusing all or existing content to expand that content’s reach. Repurposed content is typically transformed into a new format (for example, turning a blog post into an infographic).
Additionally, repurposing your old content doesn’t mean that your past work is going to waste. Rather you will be analyzing, updating and revitalizing the pieces to meet your content marketing goals. Repurposing content is a little-known trick to ensuring that your content works as hard as you do. Here’s a guide to everything you need to know about this marketing tactic.
As you create new content, you can plan for a variety of different ways to share a new piece with content repurposing.
At first glance, content repurposing may seem like a way to cheat the system, but it’s not. You’re reworking your existing, high-quality content and presenting it in a different form on new channels.
You also may think that content repurposing means taking something that someone else has created and reworking it to fit your brand message.
However, content repurposing is neither of these things. You’re not being repetitive, you’re using content you and your teams have purposely created, giving it new life, and ensuring that all segments of your audience can gain value from what you have to offer.
What Content Repurposing is VS What Content Repurposing isn’t
- Content repurposing is Sharing an old blog post that you’ve updated with new, relevant data and thought leadership quotes while it isn’t Sharing an old blog post on your Twitter profile without updating content for relevancy and simply changing the description. (This could certainly be seen as lazy.)
- Content repurposing is taking heavy-hitting key statistics from an E-book and creating an infographic to post on Twitter while it isn’t taking a news article from another site and editing it to fit your brand or business image. (Technically this could be repurposing, but it’s mostly stealing.)
- Content repurposing is Creating video clips of podcast recording sessions to post on Instagram to generate hype and excitement for an upcoming episode. while it isn’t Posting a campaign on different social media channels. (This isn’t repurposing, it’s cross-channel marketing.)
Why should I repurpose content?
When repurposing old content, or producing new content with repurposing in mind, you’re saving yourself time. You already have the data to point you towards high-performing pieces of content to reshape and redistribute, or you’re already in the process of creating a blog post that you know will do well as a podcast episode, quote snippet on your Instagram account, or part of an Ebook collection.
Repurposing content can also potentially give you an SEO boost. When you have multiple pieces of content centred around similar targeted keywords, search engine crawlers will generally recognize you as a source of authority.
Also, repurposing content helps you scale, both in terms of content amount and audience reach. Simply creating a blog post gives you a presence, but creating a blog post that can be turned into an email newsletter or a how-to YouTube video gives you three different types of content in one, and a presence on three separate platforms with three separate and diverse audience groups.
How to choose content for repurposing?
Know your purpose and have some clear goals in mind:
You’ll want to repurpose content if your overall goals have changed, there have been big changes in your industry or you are noticing that some of your content isn’t performing the way it used to.
The next step is auditing content: An audit is simply a detailed list of what content you have and the engagement metrics associated with each piece of content like how many likes, shares and comments each piece received.
Then you can analyze your numbers, pick out patterns, rate your content and make data-driven plans for your content going forward.
To select the right content for repurposing, look at your metrics. You need to identify the performance of your blog posts. You need to pay attention to the five main metrics in Google Analytics to evaluate the success of your blog.
These indicators include average time on page, page views, returning users, goal conversion rate, and average pages per session.
Transform relevant blog posts that have high performance into other content formats. These blog posts should bring value to people and educate them about relevant topics.
Once you have your blog posts identified, it’s time to think about the best format that can bring valuable experience to users. Finally, think of the best ways to distribute your information and appeal to people.
The benefit of Content Repurposing
- It increases your reach: one of the benefits of content repurposing is that it helps you to reach new audiences you were unable to reach before. Repurposing content on social media can help you reach a new audience you didn’t reach before
- It makes your content shareable: repurposing content makes your content shareable like turning a webinar into an ebook can make it more shareable to a large group of people.
- It reduces the time you spend creating content: repurposing content will also save you the time and energy of creating content from scratch. Since you already have content you can just make some adjustments and promote again.
- It makes your content evergreen: when you repurpose content, it becomes evergreen to people who are just seeing it for the first time.
- It makes you more discoverable: repurposing content will make you more discoverable since you are targeting the same keywords and can also boost your SEO practices and your ranking in search engines.
- It makes your message stick: repurposing content like converting an ebook to a video can make your message stick.
- It gives you more chances to go viral: another advantage of content repurposing is that it gives you chances of going viral and increases the visibility of your content.
- It allows you to be more thoughtful with your content: content repurposing helps you to be more thoughtful about your content and helps you to keep producing high-quality content. Since you already know that you can repurpose the content at any time
- It can increase the traffic to your sales page: repurposing content content will help you to increase traffic to your website and sales page at large and can eventually lead to more buying audience.
Ways to Repurpose Your Content
As soon as you are sure to get involved in content repurposing, you need to decide what content you want to make. You can turn your blog posts into the most wanted types of content. We’ll now review the most popular formats people enjoy the most.
- Turn articles into videos
Since 87% of marketers say video has contributed to the increase in traffic, this content format is worth considering. Video is a highly engaging type of content people enjoy watching. It allows you to familiarize people with your brand and helps customers make buying decisions. Since multimedia works well with all types of screens, users can enjoy watching your educational materials from laptops and phones. After creating a video, distribute it to multiple platforms so that everyone can access it easily. If you upload it to YouTube, people from different locations will learn about your company and drive views.
- Gather educational materials to create an ebook
If you have useful content, make an ebook. Gather the information you have on the topic that might come in handy for learners. For instance, if you have CV templates and good content about creating professional CVs, it’s worth making an ebook. There will be many job seekers who need to create a perfect resume to get hired. Don’t forget to promote your ebook by sending email campaigns and publishing posts on social media.
- Convert blog posts into podcasts
If you have some blog posts with valuable information you would like to share with your audience, consider creating an episode for a podcast. It’ll bring benefits to your business and podcast listeners. According to statistics, around 60% of US consumers older than 12 listen to podcasts, so you can expand your reach. Podcasts bring their owners brand awareness, higher traffic, and a larger customer base. With a podcast, you can deliver complex information.
- Make use of SlideShare
SlideShare is a hosting service that allows users to upload professional content like infographics, presentations, and other important documents. If you have information to transform into one of these formats. Make a slide deck with this data and upload it to the platform. Presentations and infographics are starters and professionals to deepen their knowledge. This step will enable you to reach more people and increase impressions.
- Incorporate statistics in social media posts
Having accurate statistics is essential for your company since it makes your brand look more credible and reliable. Moreover, when we talk about social media networks. If you have such information, use it in your posts. Convert this data into a graphic, infographic, image, or video so that viewers perceive your information better and believe in your expertise. Show that you track industry data and care about it with your social media posts on Instagram, Facebook, and Twitter. Leverage different social media platforms and tools to distribute your statistics.
- Create an online course
Consider using the information in your blog posts to create a comprehensive online course. It can include guides, lists, examples, and how-tos you already have. You just need to recycle the content to suit the video format. Work with your team to structure your course. An online course will show your expertise and give participants the information they need.
In conclusion,
“Don’t let your content sit idle, repurpose it and make it work harder for you.”
Content repurposing is a powerful strategy for maximizing the value of your content. By repurposing your existing content, you can reach new audiences, save time and resources, and breathe new life into old favorites. With content repurposing, you can turn a single blog post into a social media series, a video, a podcast, and more, giving you a wider reach and greater impact.
By leveraging your existing content, you can stay ahead of the content creation curve and focus on what matters most which is connecting with your audience. So, don’t let your content go to waste, repurpose it and make it work harder for you.
With content repurposing, the possibilities are endless, and the benefits are undeniable. Start repurposing your content today and watch your content marketing efforts soar!
