What is Content Repurposing?
To put it simply, content repurposing is reusing an already existing piece of content (a blog post, for example) by transforming its format to fit another platform (like a YouTube video, a podcast, an infographic, etc.)
If you’re interested in the world of marketing or have a solid experience in content creation, you would know that a huge chunk of the marketing budget goes to content creation. After all, the goal of any product or service is to reach customers. Writing high-quality blog posts and sharing them on social media is one way to do that. That well-known practice, however, is outdated and most importantly, doesn’t help at all if you want to reach out to new customers.
The amount of useful websites where you can publish content of various formats has increased dramatically in recent years. Users are not sticking to just one or two informational platforms anymore, meaning that your goal is to spread the wings of your content and find the users’ hiding places all over the Internet. That’s when content repurposing comes in handy. In fact, over 60% of marketers reuse the content they create not just one time but multiple times.
Taking one asset and reusing it somewhere else might seem easy but it actually isn’t. The execution is tricky and you have to watch out for many things, including duplicate content, platform specifics, execution, visualization, etc. What can really help you with all that is creating content with repurposing in mind in the first place. This way, you can easily slice and dice it into various formats later on.
Why Should You Repurpose Content?
There are a number of advantages of continent repurposing. Some of them include the following:
✔️ Get an SEO boost
Various pieces of content, circling over the same topic can generate additional exposure and opportunities for your product. Target a specific keyword that’s relevant to your product or service and take your content outside your official website or blog. This way, you can get quality links back to your website. You are also in full control of the anchor text in the link which is a great added bonus.
✔️ Reach Potential New customers
Your original article (or any piece of content that was initially published on your website) may have reached a number of customers but repurposing the content for different mediums will allow you to reach even more users. Multi-channel marketing allows audiences to discover your content in the places they search and ultimately, purchase it.
✔️ Message Reinforcement
You can’t expect to make a lot of deals if you think users will buy your product or service after only the first time they read about it. Marketing’s Rule 7 states that buyers need to hear your message seven times before they decide to close the deal. If you repurpose your content, you will definitely reach this quota.
✔️ Reputation Boost
Publishing high-quality content on a variety of platforms will definitely help with your authority. That’s especially true if you center your content around a single topic. People will start seeing your brand name more and more and will eventually consider you as an expert. You will raise your profile and reputation among a community relevant to you and your business.
What Content Deserves Repurposing?
Go to your blog archives and review your posts. That’s where you will get ideas on which content is worth repurposing or not. Keep an eye on the following three things:
- Evergreen Content
Look for content that offers timeless quality. You might be surprised to find out that most of your blog publications can be considered as evergreen content. What do we mean by evergreen and timeless content? This is a type of publication that’s of high value. It’s a piece of content that’s relevant and a year from now, people will still look for it on Google.
If you’ve found an evergreen article, for example, make sure that it’s well-researched and perfectly written. This will secure traffic to your blog.
- Most Popular Posts
Look for articles that have performed well in the past few months or a year. What were your most visited pages? Check out for engagement rates on social media as well. Comments, likes, shares or retweets should also be taken into consideration. If you wrote a publication that attracted a lot of attention and website traffic, you should definitely think of ways to repurpose it.
When you browse through archives, pay attention to topics or articles you think you might be able to improve on. Pay attention to what’s going on within your industry and how recent news might affect what you wrote a couple of months ago on your blog post. You might quickly discover that a lot has changed since that post went live.
How to Repurpose Content?
Take a loot at the following ways to repurpose content for new audiences. Something will definitely work for you!
1️. Create a Pinterest Board With All Your Visual Content
Your blog posts are probably accompanied by a lot of visual materials. You can make the most of your banners and infographics by repurposing those images on Pinterest.
It’s quite popular among brands to create an official Pinterst profile where they can create as many boards as they want. Still, a lot of businesses somehow miss this great opportunity to repurpose their visual materials and gain additional exposure.
Navigating through Pinterest is quite easy. Create a board and add pins. If, for example, you have a great article on how to manage team meetings effectively that has a lot of interesting infographics, pin them to a dedicated board, add title, destination link and description. It’s that easy!
2. Create a Presentation on SlideShare
“How to” articles, intriguing statistics or findings can turn into effective slides. Presentations are easy to follow and a great way to summarize lengthy blog posts, full of thorough explanations, heavy data and statistics.. Share your slides on websites like SlideShare for additional opportunities for user engagement.
You can easily create slides with tools such as Canva, PowerPoint, Prezi or Google Drive.
3️. Build an Infographic
Another way to repurpose your content is by building an infographic. An infographic is a straightforward visual outline of a topic that often includes collection of imagery, charts and minimal text. The goal is to provide users with an easy-to-understand overview of your blog post.
Software like Piktochart can help you with designing the perfect infographic. Once you have your infographic, you can share it with your followers on social media, pin it to your Pinterest board, add it to Dribble or similar image-sharing sites.
4️. Re-promote on Social Media
High-quality evergreen content shouldn’t be shared just once. When you’re updating your social media every day, go back to your blog archives and share a successful blog post you published a year ago. It will bring the same value and user engagement as it did last year.
The practice of reposting the same content every few weeks/months is a well-known strategy in social media management. To many it might seem “pushy” or too repetitive to give your audience the same content over and over again. However, it’s highly effective for hitting people in different time zones or testing variations of headlines. Not just that but your page has probably gained more followers since the last time you published your post. They have yet to see it and experience its value.
5️. Repost on Quora or Reddit
Reddit and Quora provide platforms where you can repurpose your content in replies to questions or simply publish it as a separate post. Both websites have solid business communities and growing your profile there will bring you nothing but benefits. In fact, you can even expand your business network just by showcasing your writing.
6️. Podcasts or Videos
We live in a visual era. Not just that but in a fast-paced world where people are used to absorbing information as fast as possible, some of your readers might just skip your content if it’s too lengthy.
It’s a known fact that audiences these days prefer content they don’t have to read. Following that trend, podcasts and videos might turn out to be one of the most important repurposing methods. Turning your blog post into a video and uploading it on websites like YouTube or DailyMotion can open up a whole new way to connect with your audience.
Consider podcasting as well. They are not just a blog article on tape. Use original content that will be a potential source for a larger and meaningful discussion. Buzzsprout is one of the top podcasting websites these days. Try it out! You can even hire a talent to read one of your blog posts.
Content repurposing is a big time saver for content creators and it has tons of benefits, especially for SEO, audience reach and more. With the above-mentioned methods of content repurposing you’ll be definitely getting the most value out of your content efforts.
It’s important to think ahead of your content repurposing options. Once you start writing a new blog or article, visualize and plan how your writing can be transformed into something else. One story can lead to dozens of different pieces of content which can lead to dozens of new potential visitors and clients.
Focus on creating high-quality content that will stand the test of time and your repurposing efforts should be successful.