An article or blog post that might have the SEO capacity to rank in the top five a year before might not generate the same results. This doesn’t mean that all your past work will be wasted. To help you escape this tricky situation, you need to have a content repurposing strategy in place.
Your content is never “one and done” after publishing. You can revitalize your old blogs and guides to get the desired results. The work is never over, and you should come back to the old content, again and again, to ensure that it performs well on different channels. In this blog post, we will be talking all about content repurposing, why you should be doing it, and some tips on how to do so.
What Is Content Repurposing?
Content repurposing is the practice or process of utilizing your existing content in a different format to reach the maximum audience. It involves changing the format of the content, adding necessary points, removing outdated data, and introducing new elements in the form of graphics and videos to refresh it for another set of audiences.
To make it even simpler for you, here’s what isn’t repurposed content:
- Taking multiple short articles and turning them into a blog guide.
- Re-sharing an old Facebook post by updating its description.
- Copying the Facebook post and publishing it on Instagram/Snapchat.
- Taking any article and re-writing/spinning it for your industry/brand.
- Changing the “start-ups” words to SMBs (small-medium businesses) in an e-book to make it a new one.
Here’s what is repurposed content:
- Taking an existing blog guide and reshaping it for a new target audience.
- Taking a piece of informative content and turning its stats plus facts into a new infographic.
- Using the Facebook post idea and re-creating it specifically for Instagram/Snapchat.
- Taking an existing blog and using relevant parts of the content to create engaging social media posts.
- Re-writing/re-structuring an e-book aimed at start-ups makes it a well-relevant e-book for SMBs.
Why Do You Need to Repurpose Your Content?
Analyzing the customer persona is one of the primary concerns for all businesses to strategize their KPIs. While analyzing it, you might understand that not all your target audiences will like to consume texts, such as long-term blogs. People who want to know the desired information will reach your blogs, but what about others? How to reach the people who don’t consume texts?
Your audience might like images or videos more than texts, and we know people find videos and pictures to be visually interactive content. So this is where you repurpose your content to different formats with added personalization to achieve the content demand of your audience.
Not all people in your audience like to consume text-based content. Similarly, not all prefer consuming video content. Repurpose your content instead of alienating a slice of your target audience by creating a specific content format. This way, you can meet your audience’s content demands by repackaging it into new formats.
Content repurposing can help you engage with potential customers constantly without having you stress over creating new content around the clock. This will help you continue to create high-quality content on different channels.
Benefits of Content Repurposing
Improves Your Content Distribution
Repurposing content, for example, involves changing a stats report blog to an infographic or creating a blog as a podcast. This, in turn, helps you expand the content’s reach to connect with various user or customer touchpoints. Repurposing content is primarily focused on promoting your content in different formats to maximize distribution.
Consistent Online Presence
Creating constant engagement with your potential audience is the key to making your brand or business remembered in their mind. To achieve this, content repurposing techniques can help you. This can improve your online presence, enable you to constantly reach out to your customers, create an online community, and bring you a new audience with lesser customer acquisition costs.
Improves Your SEO
Organic searches hold a 51% share among traffic sources. So, having different content related to a single keyword would improve your probability of ranking in the search engines. To boost different pieces of content, you can control the anchor text by linking the repurposed pieces to your site.
Saves Time & Money
You and your team have a lot of things to do with so little time. So, why waste it on creating new content? By repurposing content, you won’t have to look for the same information about that topic, saving you a lot of time. You will only have to work on converting your existing content into another format.
5 Things to Remember while Repurposing Your Content
#1 – Repurposing Is More than Copy-Paste
Just copying and pasting a previously existing piece of content from your blog to social media isn’t content repurposing. You need to optimize and personalize it according to the channels. You need to recycle and tweak the existing content according to the expectations of each marketing channel.
For that, first, make sure that you are choosing evergreen content. Then you need to update your content as per the current trends so that it doesn’t sound obsolete. This will require competitive research to create better content than anything already out there.
#2 – Visualize Your Existing Content
Your articles or guides don’t have to stay in the blog form on your blogging page. The best way to repurpose them is by visualizing them into videos, media snippets, infographics, or PowerPoint presentations.
Videos and infographics are more engaging, and viewers are more likely to share these pieces of content than blog posts. You can capitalize on this by turning your informative blogs into attractive infographics for social media posts and newsletters.
#3 – Research Your Competitor
Search the web and find the top-performing content for the topics you want to repurpose. Analyze what they are doing and how you can create a more comprehensive, engaging, and better version of that content.
Identify the sites and reach out to bloggers that have linked your competitor’s popular content pieces. Share your newly created, improved version of content with them, and they might change the link to your content. This can help reach a broader audience base.
#4 – Record Your Existing Content
In this busy world, people love to hear to podcasts and webinars. You can repurpose your existing blogs as webinars and podcasts. In an engaging tone, you can record these guides and articles as audio and reach out to your audience on different marketing channels.
As for your how-to blog guides, you can turn them into short online courses. These will be educational content and will reflect your image as an experienced industry expert, which can further result in building authority.
#5 – Group Your Existing Content
Many pieces of content might be similar or can be grouped into a single series. How do you do this? You can convert them into e-books, email series, weekly social media posts/stories, etc.
Firstly, align your blogs or articles properly and add relevant information to connect the series of blogs if needed. Then, you can create an email series and send it directly to their inbox or gather them as chapters in your e-book. You can then use this e-book on your website as a lead magnet to capture the email addresses of first-time site visitors.
1. What does it mean to repurpose content?
Repurposing content means taking an asset and reusing it elsewhere (on the same/different marketing channel). You can slice and dice the content into different formats to repurpose it.
2. Why is repurposing content good?
Repurposed content is good because you are enhancing the content’s value, which is not from scratch. You don’t have to write the whole post or shoot a video from the ground level. Instead, you can use the already written and optimized content to create posts, infographics, and video from it.
3. Should you repurpose content?
Yes, you should repurpose content. You won’t have to publish new content and it can save time and help you reach a wider audience. Moreover, you can get the maximum value from the new content you create.
4. How do you repurpose content on social media?
There are several ways to repurpose content on social media. Some effective ways include creating QnAs from your social media posts, framing large posts into Twitter threads, turning posts into GIFs, turning a webinar into short videos, and reworking the written content on Instagram.
We hope the information above will give you an idea of how to repurpose your content effectively. From converting your blog content into engaging videos, e-books, and infographics to create social media posts and snippets from your top-performing videos, there’s a lot that you can do with your published content.
To drive this point home, this technique is not just copying and pasting. It is more about reusing the content by thinking from a different angle to increase the performance of the content on various marketing channels. We hope this guide helps you save time and create delightful pieces of content for your marketing campaigns. If you are looking for more ideas on content repurposing, check out our recent blogs.