Content marketing is an important part of your marketing strategy. It helps build loyalty, improves conversions, and reaches new audiences. But creating content isn’t always easy. It takes time, and not everything will work as you hoped.
Here’s where repurposing content comes in. Repurposing content is where you recreate your best content in different formats for different channels and audiences.
With repurposed content in your strategy, you’ll give old content new life, reach new audiences, capture data, increase efficiency and output, and improve your SEO.
This article explores how to repurpose content and five reasons why you should be doing it right now.
How to repurpose content
Here are five ways to repurpose content.
Create eBooks and guides
If you have a series of blog posts or articles, you can create an eBook or comprehensive guide. Weave the articles together and put them in a logical order with additional information, infographics, and imagery.
You could offer the eBook or guide as a unique offering behind a form, allowing you to capture data and build your email list. The guide or eBook will also show you as a thought leader in your industry and enhance trust.
Generate infographics
If you have data from surveys or research reports, you can create engaging infographics. Infographics are highly shareable and snackable content for your audiences. Make one hero infographic and several infographic social posts that link to the main image on your website. Using infographics, you’ll boost your traffic, increase backlinks, and enhance your reach.
On-demand videos
According to research, people stay 2 minutes longer on a site that features video. Record your webinars and podcasts for viewers to watch later and host them on your site with plenty of clickable CTAs nearby. Create short videos to share on social media – after all, video is consumers’ favourite type of content from brands on social media.
User-generated content
Your customers will leave reviews that are great to repurpose. You can post testimonials on social channels or in your next email campaign.
Podcasts or webinars into articles and quote graphics
If you host a podcast or a webinar, turn the content into an engaging article. Take soundbites from the interview or webinar and create shareable quote graphics.
Why repurpose content?
Repurposing content has many benefits. Here are some:
Resource efficiency
Adapting content you already have will mean you don’t have to start content from scratch, saving time. Have a clear strategy that gives you the greatest amount of content across channels. For example, host a podcast. Out of the podcast, create a long-form video, short video clips, a blog, and quote graphics.
Expand your reach
Some of your audience may sit down and read a 10-minute article. Others might prefer to watch a short video on social media. By having a cross-platform presence with the same message, you’ll expand your reach.
SEO benefits
Repurposing content will help increase your online visibility as there will be multiple entry points into your content. You’ll develop a stack of content related to your industry, message, and topic – something that helps Google understand what you do as a business.
Approaches to content repurposing
When repurposing content, you need to consider your audience, the content you’re repurposing, and how to optimise it for the platform.
Audit
Look at your data to understand what content works and what your audience likes. This goes for topic and format.
Once you know what you will repurpose, it’s time to think about how you can reuse it to reach more people.
Design
Whether turning a blog into an infographic or a series of articles into an eBook, you need to design elements. Consider font, colours, and the right graphics for the job. For help designing infographics, read our blog, “The Power of Infographics in Marketing .”
Optimise
Get to know the platform requirements and create content that fits. For example, you might be limited to specific size parameters or video length. You should also consider adapting the tone to suit the platform without going off-brand.
Target
After your audit, you should understand where your audience is in the digital world and what they like to see there. Map your new content to audience segments and adapt the content for different user intents and end goals.
Goals
Think about the goal of your content. Are you hoping to generate more leads? Are you looking to enhance your reach? Or engage a new audience?
Carefully consider how your content aligns with your goals. Use a compelling offer and call to action, put content behind a form to capture data, or try new platforms to reach a different audience segment.
Summary
If you’ve got some great content, it’s time to find ways to repurpose it. If you’ve not started creating content, think about a rich piece of content you could create and then turn it into more content.
This approach saves you time and money, helps you reach more people and enhances your SEO.
