While creating new content is a pillar to your online marketing strategy, it’s not always necessary to go back to the drawing board each time you want to present something fresh and interesting to your audience. If you have already spent time crafting informative, high-quality content, it’s often highly beneficial to revisit this and repurpose it to suit your needs.
What is content repurposing?
Also coined ‘content-recycling’, content repurposing is the method of revisiting old and existing content and reusing all or some of the parts in order to create something new, purposeful and updated. This in turn expands the reach of the original content while bringing a fresh, interesting format and perspective – it is also not a bad time to update any information that may now be outdated. A typical example of content repurposing is turning a blog post into an infographic, or a short video.
How is content repurposing beneficial?
Content repurposing is one of the most efficient and effective ways of scaling your content marketing. Instead of brainstorming, researching and creating each piece of new content from scratch, one piece of content can become two, five or more.
It is also a form of remarketing. This, generally speaking, is putting the same content in front of a different audience, expanding its reach and maximising its potential. Your repurposed content can be created and optimised with any platform in mind, whether it’s LinkedIn, Instagram, Facebook or wherever your business is operating online. By sharing your content on a variety of platforms, you increase the chances of generating traffic to your website, engagement with your posts and continue to cultivate your SEO with great content.
How to repurpose your content.
You want to choose content to repurpose based on the outcome you wish to achieve. What do you want the content’s goals to be? Decide on which content you’re going to repurpose based on the answer to this question.
If you’re looking to sell a product or service, inform or build brand affinity, different posts will be better suited to the task. Equally, consider what your call to action will be based on these factors and ensure your messages align.
How content repurposing helps your SEO.
You may have already heard that content is king when it comes to SEO. Therefore, it makes sense that creating more content and value will continue this positive cycle. A key aspect of SEO is link-building, and an excellent way of increasing these is by posting content to social media and other authoritative websites. By increasing your online footprint, the more Google will come across your site and can judge that your content is bringing value to people.
Content repurposing ideas
Now you understand why content repurposing is such a valuable part of any digital marketing strategy, it’s time to brainstorm some key content repurposing tactics depending on your needs. We’ve given some examples below which will help you see the various mediums into which content can be repurposed.
Take key information from your blog post and create an impactful infographic that can be posted on various platforms, embedded into your website and shared across the web. Infographics are very popular and even have the scope to increase traffic independently. They can be used in a variety of contexts over time – not just a one-time-only deal! You can use online software such as Canva to create your infographics in no time, they even have a range of templates to choose from to save you time.
You can take an excellent quote from your blog post and turn it into a caption on a social media post. Turn a 1200 blog post into a 5-10 image Instagram post – simple and succinct information is the format of choice when posting to social media. The idea of a social snippet is to feed your audience small bites of information to attract them in for more.
With it being harder than ever to retain your customers’ attention, video has largely overtaken as the media of choice. By expanding into video, you’re expanding your chances of reaching more potential customers via platforms such as YouTube. It doesn’t have to be slick-shot professional either – plenty of software such as Adobe and Canva have extremely beginner-friendly interfaces making it accessible to anyone who wants to branch out into video.
Ebooks might sound intimidating until you realise that they’re effectively in-depth blog posts put together to make one cohesive resource. These are ideal to use as lead generators in the form of a free download, or as another stream of income if it performs well enough.
Ultimately, if the source content is high-quality and well-researched, there’s no reason it couldn’t eventually become more than one of the ideas listed above. To determine which one best serves the purpose, decide on the overall goals the content is trying to achieve and then determine which format and platform would be the most effective for this desired outcome.
Making content repurposing a part of your routine.
Needless to say that content repurposing should be on your content calendar if it isn’t already. It’s the most effective and efficient way of using your digital assets to benefit your website and your business. Whatever your content goals, by utilising these tactics, content repurposing will ultimately be working towards bringing in more customers to your business.
If you’re still unsure of where to start when it comes to repurposing your content, we’d be happy to talk to you for a free consultation and take your digital strategy to the next level.