Why Content Marketing Matters
Why repurpose content? If you’re reading this, you know how important content marketing is. It’s the heart and soul of any successful marketing strategy, providing value, building relationships with your target audience, and ultimately driving conversions.
Whether it’s a blog post, video content, or social media posts, content connects you with your audience and builds trust over time.
What is Content Repurposing, and Why Repurpose Content?
Content repurposing is transforming existing content into different and new formats or mediums, so you can share it on multiple platforms and reach a wider audience.
By repurposing content, you can breathe new life into old content, attract new audiences, and extend the life of your content marketing efforts.
But why is repurposing content important? Here are a few reasons:
Increased reach and visibility
Repurposing content allows you to reach new audiences by sharing it on different platforms or mediums.
For instance, turning old blog posts into video content or podcast episodes can help you tap into audiences who prefer those different mediums over reading. Not everyone consumes content in the same way.
By creating other high-quality content, you can also improve your chances of being discovered by potential customers.
By recycling content, you also have the opportunity to optimize it for search engines. You can boost your content’s visibility and improve your search engine rankings by performing keyword research and including relevant keywords and meta descriptions.
Optimizing your repurposed content can bring in even more traffic to your website – which will reflect in your Google analytics.
Time and cost savings
Creating fresh content from scratch can be a time-consuming and expensive process. According to Hubspot, 43% of small business owners spend 6+ hours weekly on social media. Those are hours that you could dedicate to revenue-generating activities for your business.
However, content repurposing can help you save time and money. You can create new and refreshing content with minimal effort by leveraging your existing long-form content.
This can help you focus on other aspects of your content marketing strategy while maintaining an active content presence.
Enhanced audience engagement and retention
So why should you repurpose content? You can cater to a new audience with different preferences. For example, some people prefer to read blog posts, while others prefer to listen to podcast episodes or watch YouTube Videos.
By providing content in a new format, you can appeal to a broader audience and keep them engaged with your brand. Your target audience is likelier to stick around for content that speaks to them.
Types of Content That Can Be Repurposed
Almost any type of content can be repurposed. Here are some examples:
Blog content is a great starting point for repurposing content. Here are some real examples of ways you can repurpose blog posts:
Transform blog posts into videos or podcasts
Take your one blog post and turn it into a Youtube video or some podcast episodes. This can be done using tools like Lumen5 or Spotify for Podcasters.
By doing this, you can tap into audiences who prefer to consume content in these different content formats.
Turn multiple blog posts into an e-book or whitepaper
If you have a series of related blog posts, you can repurpose them into an e-book or whitepaper. This can be a valuable asset for lead generation and nurturing.
Create social media posts from blog post excerpts
Share snippets or bite-sized pieces from your blog posts on social media. This can drive traffic back to your blog and attract new readers.
If you said something memorable, that phrase could be a great tool in making some social media content like a quote graphic.
Social Media Posts
You can also repurpose social media posts. Here are some ideas for new material for your posts:
Combine multiple social media posts into a blog post
If you’ve shared a series of related social media posts, like tips or tricks, consider turning them into a blog post. This can help you reach audiences who prefer to consume content in a more long-form format.
Use social media posts to create infographics
If you’ve shared statistics or data on your social media platforms, consider turning them into infographics.
This is a great way to share valuable information in a visually appealing way and connect or resonate with new audience members.
Repurpose social media posts into videos
If you have a collection of social media posts that are related, consider turning them into a YouTube video.
You can use a tool like Animoto to create a slideshow-style video featuring the information you shared in your original post.
Infographics are a popular type of visual content that can be repurposed into multiple formats. Here are some ideas:
Turn an infographic into a blog post
If you have an infographic that contains a lot of valuable information, consider turning it into long-form content like a blog post. You can use the infographic as the basis for your post and expand on the information provided.
Create social media posts from infographics
If your infographic contains interesting statistics, consider sharing them on social media as individual posts.
Use infographics as visuals for presentations or webinars
If you’re giving a presentation or hosting a webinar, consider using an infographic as a visual aid. This can make your content more engaging and memorable.
Videos are highly engaging content that can be repurposed in various ways. Here are some ideas:
Turn a longer video into shorter clips
If you have a longer video, consider breaking it into shorter clips that can be shared as a LinkedIn post or embedded into a blog post.
Use video content to create blog posts
If you have a video that contains valuable information, consider turning it into a blog post. You can use the video as the basis for your post and expand on the information provided. Voila – new content.
Create social media posts from video content
If your video contains interesting information, get creative with your content recycling. Take that existing piece and consider sharing it on a different platform as shorter clips to add more value.
Webinars and Podcasts
Webinars and podcasts are valuable sources of content that can be repurposed in various media. Here are some ideas:
Turn webinar or podcast content into blog posts or videos
A great example is if you’ve hosted a webinar or podcast, consider repurposing the content into a blog post or video. This can help you reach new audiences who prefer to consume content through those mediums.
Create social media posts from a webinar or podcast content
If your webinar or podcast contains interesting or compelling information, consider sharing it on social media as shorter clips.
E-books and Whitepapers
E-books and whitepapers are valuable assets that can be repurposed into new content. Here are some ideas:
Turn an e-book or whitepaper into a series of blog posts
If you have an e-book or whitepaper that contains a lot of valuable information, consider breaking it down into a series of blog posts.
This can help you reach new audiences who may need more time to read a complete guide.
Use e-book or whitepaper content to create social media posts
If your e-book or whitepaper contains interesting or compelling information, consider sharing it on social media platforms as shorter snippets.
Best Practices for Repurposing Content
To ensure that your content repurposing efforts are practical, here are some best practices to keep in mind when creating new content:
Determine which content is best suited for repurposing
Look for high-performing content
One of the best indicators of content suited for repurposing is its performance metrics. Look for content that has high engagement rates, views, or shares. Repurposing this content can extend its lifespan and reach new audiences.
Consider the content’s relevance
When deciding which content to repurpose, consider its relevance to your audience. Is the content still relevant and valuable to your audience, or has it become outdated? Repurposing relevant content can provide your audience with valuable insights and information. Ensure you look at obsolete details to see if they can be updated before passing it by.
Look for evergreen content
Evergreen content is content that remains relevant and valuable over time. Look for content that is still useful and informative even after it has been published for a while. By repurposing evergreen content, you can continue to provide value to your audience and potentially attract new audiences.
Look at the content’s format
Certain types of content are more straightforward to repurpose than others. For instance, long-form content like e-books and whitepapers can be broken down into shorter blog posts or social media posts. Infographics can be turned into blog posts or videos. Consider the format of the content and how it can be repurposed into different formats or mediums.
Check the content’s performance across different platforms
Some content may perform well on one platform but not on another. When deciding which content to repurpose, look at its performance across different platforms. Content that performs well on one platform may be a good candidate for repurposing on another platform but make sure that you are keeping an eye on how it looks in your analytics.
Tailor repurposed content to the platform and audience
Consider the platform’s audience demographics
Each platform has its audience demographics, such as age, gender, location, and interests. Before repurposing content for a platform, research its audience demographics to ensure the content is relevant and resonates with them.
Understand the platform’s format and requirements
Different platforms have different requirements and formats for their content. For instance, Instagram prioritizes visual content, while LinkedIn is more geared toward text-based content. Before repurposing content, ensure it fits the platform’s guidelines and format.
Adapt the content to the platform’s tone and voice
Each platform has its tone and voice, such as formal and professional for LinkedIn or casual and conversational for Twitter. To make the most of your repurposed content, adapt the style and voice to match your target platform.
Use platform-specific features
Platforms often have unique features that can be leveraged to enhance your repurposed content. For instance, Instagram has features like Stories, Reels, and IGTV, while LinkedIn has features like Pulse articles and SlideShare. Consider using these features to make your repurposed content more engaging.
Keep the audience’s needs and preferences in mind
The most critical factor in tailoring your repurposed content is the audience. Consider their needs and preferences when repurposing content, and aim to create content that provides value and meets their needs.
Use analytics to measure the success of repurposed content
Define your goals
Before measuring the success of your repurposed content, it’s essential to define your goals. What are you trying to achieve with your repurposed content? Are you increasing website traffic, boosting engagement, or generating leads? By specifying your goals, you can better understand what metrics to track and how to measure success.
To effectively measure the success of your repurposed content, you need to have something to compare it to. This is why when you repurpose content, you should set benchmarks for your content based on previous performance or industry standards. This can help you identify trends and determine whether your repurposed content performs better or worse than expected.
Use the right tools
There are a variety of analytics tools available that can help you track key metrics for your repurposed content. For instance, Google Analytics can track website traffic and user behavior, while social media analytics tools can track engagement and reach. Use the right tools to measure the success of your repurposed content effectively.
Track relevant metrics
When measuring the success of your repurposed content, it’s vital to track relevant metrics. You should track metrics such as views, engagement, click-through rates, conversions, or revenue generated. By following relevant metrics, you can better understand how your repurposed content performs and where you can improve.
Refine your strategy
Measuring the success of your repurposed content is not just about tracking metrics – it’s also about using that data to refine your strategy. Use your analytics data to identify what’s working and adjust your repurposing strategy accordingly. This can help you optimize your content marketing efforts and achieve better results.
Avoid duplicating content
Add new information
When repurposing content, aim to add new information or insights not included in the original piece. This can make the repurposed content more valuable and offer a fresh perspective.
Repurpose content for different audiences
Repurposing content for different audiences can help you avoid duplicating content. For example, if you’ve created a blog post targeting beginners, consider repurposing the same content for more advanced users by adding technical information and insights.
Use different formats
Repurposing content into different formats, such as turning a blog post into an infographic or a video, can help avoid duplicating content. Presenting the same information in a new layout can offer a fresh perspective and attract new audiences.
Use different angles
Look for different angles or perspectives on a topic that can be repurposed into new pieces of content. For example, if you’ve written a blog post about the benefits of a particular product, consider repurposing it into a case study or a comparison with a similar product.
Why repurpose outdated content
If you have older content that is no longer accurate or relevant, consider updating it with new information and repurposing it. This can help you avoid duplicating content while providing value to your audience.
Stay up-to-date with trends and changes in the industry
Follow thought leaders in your industry
One of the best ways to stay up-to-date with trends and changes in your industry is to follow thought leaders and influencers in your industry. This can help you stay current with the latest developments, best practices, and emerging trends.
Attend industry events and conferences
Attending industry events and conferences can also help you stay up-to-date with trends and changes in your industry. These events provide opportunities to network with other professionals in your field, learn from experts, and stay informed about the latest trends and best practices.
Monitor social media and online forums
Social media and online forums are also great resources for staying up-to-date with industry trends and changes. Follow relevant hashtags and groups on social media, and participate in online forums and discussions to keep informed about the latest developments in your industry.
Use tools and resources
Various tools and resources are available to help you stay up-to-date with industry trends and changes. For instance, Google Trends can help you identify popular topics and search queries in your industry, while industry publications and blogs can provide insights and analysis on the latest developments.
Experiment and test new ideas
Finally, feel free to experiment and test new ideas when repurposing content. By staying up-to-date with industry trends and changes, you can identify new opportunities for repurposing content and try out new formats or mediums. Use data and analytics to track the performance of your experiments and refine your strategy accordingly.
So, why repurpose content? Repurposing content is a valuable tactic for maximizing your content creation efforts. By repurposing existing content, you can reach new audiences, improve your SEO, save time and money, and enhance audience engagement and retention.
To make the most of your repurposing efforts, follow best practices and tailor your content to the specific platforms and audiences you’re targeting. With these tips, you can take your content creation to the next level and achieve greater success.
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