A Guide To Effectively Repurposing Content
Repurposing content is a great way to maximize the value of your existing material and reach a broader audience. Effectively repurposing content offers several benefits that can enhance your digital marketing efforts.
Regardless of whether you’re a passionate creator or new to content creation, you’ll find some helpful tips and guidance within this post to allow you to start experimenting.
Benefits of Repurposing Content
Here are some of the key benefits of effectively repurposing content and some examples that you can implement straight away.
Extract More Value From Your Existing Content
Instead of creating new content from scratch every time, you can repurpose and reuse your high-performing or evergreen content in different formats and on various platforms. This saves time and resources while still allowing you to generate fresh engagement.
Reach Audiences That May Not Have Come Across Your Original Content
Some people prefer visual content like videos or infographics, while others prefer written articles or audio content. Repurposing helps you cater to different audience preferences and expands your reach. Particularly when utilising the benefits of various channels. Repurposing content allows you to tailor your messaging and format to fit the specific platform or channel you’re working within. For example, you can modify a long-form blog post into multiple bite-sized social media posts or create visually appealing infographics for image-focused platforms like Instagram or Pinterest.
Positively Impact Your SEO
When you repurpose content and distribute it across different platforms, you increase the likelihood of your content being discovered and appearing in search results. This can lead to improved SEO, organic search visibility and increased traffic to your website. As well as increasing opportunities for engagement and encouraging more interactions from your audience, such as comments, shares, or likes. If you’re working with an SEO agency, discuss the keywords that you’re currently targeting and create a plan to utilise content to maximise its SEO benefits.
Reinforce Your Brand Messaging
By maintaining consistency across different channels and platforms and repackaging your core ideas and key messages, you can ensure that your brand’s voice and values remain consistent. Strengthening brand recognition and trust among your audience. Repetition helps reinforce your brand messaging and enhances brand recognition. Check out our post on how to create a brand identity for your business if you’re looking for guidance in this area.
Extended Content Lifespan
By presenting the same information in different formats or through different angles, you can reintroduce it to new audiences or re-engage existing ones, keeping your content relevant and valuable for a longer period.
Content repurposing offers numerous benefits to optimise your digital marketing efforts and achieve greater results for your business. When you consistently provide valuable and informative content in various formats, you establish yourself as an authority in your niche or industry. This can enhance your brand’s reputation and attract more followers, subscribers, or customers. While working with a full-service digital agency can really support your long-term business growth. By consistently working on several areas of your digital marketing strategy. From web development, SEO services, content writing and PPC advertising.
Types of Content That Can Be Repurposed
A wide range of content can be repurposed effectively. For example, a blog post may be shared as an infographic on social media extracting the key points. Long-form videos may be shortened to create a series of short videos to be shared as Instagram reels. Podcasts may be transcribed and shared as blog posts. Or user-generated content like reviews or testimonials may be shared as social posts.
The opportunities are limitless. Here are some examples of content that you can effectively repurpose.
- Blog posts and articles
- Podcast episodes
- Slide presentations
- E-books and guides
- Case studies and testimonials
- Social media content
- Webinars and live sessions
- User-generated content
Remember, the key is to adapt the content to different formats, platforms, and target audiences while maintaining its core value and message. This allows you to extend the reach and lifespan of your content, reaching and engaging a wider audience.
Content Repurpose Guide
Now that we’ve explored the benefits as well as the existing content you may have and how it can be utilised in new and diverse ways. Here are some effective strategies for effectively repurposing this content to extend its reach and improve your digital marketing strategy across different platforms.
- Identify Evergreen Content – Look for content that has timeless value and can still be relevant to your audience. Evergreen content can be easily repurposed without worrying about it becoming outdated quickly.
- Understand Your Audience – Analyse your target audience to determine their preferences and consumption habits. This will help you tailor your repurposed content to their needs and preferences, ensuring maximum engagement.
- Update & Refresh – Review your existing content and update it with new information or perspectives. Add current examples, statistics, or case studies to make them more relevant and valuable. This applies to blog posts, articles, and any other text-based content.
- Convert Blog Posts Into Different Formats – Repurpose your blog posts into different formats such as videos, podcasts, infographics, or slide presentations. This allows you to reach people who prefer different types of content or consume information in different ways.
- Create Visual Content – Use data, statistics, or quotes from your existing content to create visual assets like images, quote cards, or memes. Visual content is highly shareable and can help you attract more attention on social media platforms.
- Bundle Related Content Into E-Books or Guides – If you have a series of blog posts or articles on a specific topic, compile them into an e-book or a comprehensive guide. This provides added value to your audience and can be used as a lead magnet or a product to sell.
- Republish On Different Platforms – Submit your content to other relevant platforms such as Medium, LinkedIn, or industry-specific websites. Make sure to modify the content slightly to avoid duplicate content penalties and optimise it for the specific platform’s guidelines.
- Turn Presentations Into Webinars or Live Sessions – If you have previously delivered presentations or workshops, repurpose them into webinars or live sessions. This allows you to interact with your audience in real time and answer their questions.
- Use Snippets For Social Media – Extract short snippets or quotes from your existing content and use them as social media posts. Link back to the original content to drive traffic and engagement.
- Repurpose User-Generated Content – Leverage user-generated content such as testimonials, reviews, or case studies to create new content. You can turn them into blog posts, videos, or social media content, showcasing the positive experiences of your customers.
Experimenting With Repurposed Content
You can test the performance of various content formats and platforms to determine what resonates best with your audience. This experimentation can provide valuable insights that inform your content strategy going forward. Remember, repurposing content doesn’t mean copying it verbatim. Tailor the format, style, and length of your content to suit the platform and audience you’re targeting. By repurposing your content effectively, you can extend its lifespan, increase your reach, and attract new audiences.
In summary, repurposing content is an effective strategy to reach more people, improve SEO, reinforce key messages, boost engagement, adapt to different platforms, and increase brand visibility and authority. By repurposing your content, you can maximise its impact and derive greater value from your efforts. We encourage you to experiment with repurposing your own content. Perhaps turning an existing blog post into a shareable infographic or testimonials into social posts.
If this all sounds great but you simply don’t have the time, why not get in touch with our digital agency to discuss working with us to improve your digital marketing strategy? We’d love to support your growth online. Simply share your requirements to get started.