Coming up with new and unique content every day is a challenging task for those in the content marketing business. While you are on a tight schedule, you have to take care of delivering high-quality content with up-to-date information.
Keeping all that in mind, you may want to explore new ways to make your content reach a wider audience. One such smart and creative strategy is content repurposing which lets you extend the lifespan and reach of your existing content.
In this blog, we will discuss the idea of repurposing content and the 10 best strategies to follow. So, let’s dive in.
What is Content Repurposing?
Content repurposing is a process of transforming the ready-made content materials you already have into something fresh. It is simply recycling and reusing all the resources you have in the content marketing game.
For instance, it may include turning a blog article into an impressive infographic, a social media post into an email newsletter, or a webinar into a tutorial video.
As you see, your content can be recycled and transformed into a variety of formats to target a different audience. The most popular way of content repurposing is to turn them into:
- Textual content
- Video content
- White Paper
- Visual content (Presentations, infographics, etc.)
- Interactive content (test, quiz, etc.)
You see, content repurposing is all about repackaging the information you find important in ways that satisfy different audiences in different ways.
So, the better you rebuild and reframe them, the better the more your materials last. Moreover, they get more visibility all of which contributes greatly to your content marketing.
Which Content Should You Choose to Repurpose?
If you are in the content business for a long, you will be having an enormous collection of posted content already. So, is it necessary to repurpose each content that you posted?
Therefore, you need to choose the right type of content in order to maximise its potential and reach. You can consider the following ones to start with:
1. Evergreen Content
Evergreen content is the one that remains relevant over an extended period. It’s like that timeless little black dress in your wardrobe that never goes out of style.
So why let it go to waste?
Usually, your evergreen content largely covers list posts and how-to content that offer long-term value to your audience.
Repurposing this content is a smart strategy that adds a fresh twist and reintroduces your content to new audiences.
Try turning a blog post into an engaging video, create an infographic, or even compile a comprehensive ebook. The possibilities are endless, and by repackaging evergreen content, you can extend its lifespan and attract new readers or viewers.
2. Popular and Relevant Content
Popular content refers back to those that have won massive interest, generated high visitors, or acquired wonderful feedback from your target audience.
It could be a viral video, a blog post with many social shares, or an article that sparked a lot of discussion. Repurposing popular content can help you capitalise on its success and amplify its impact.
You can consider transforming a popular blog post into a podcast episode, creating a series of social media posts with key takeaways, or even hosting a live webinar expanding on the topic.
By repurposing popular content, you can leverage its existing popularity to reach a wider audience and reinforce your brand’s authority in that particular area.
3. Old Content that Needs Updating
Some of your old content will always need an update in order to make them relevant for the present date. This may include pieces that have become outdated due to changes in technology, industry standards, or emerging trends.
Repurposing old content involves refreshing and modernising it to align with the current landscape. It gives you the scope to add new information, revise statistics, or include updated examples with a few efforts.
Moreover, you can convert a dated whitepaper into a visually appealing infographic, create a podcast episode to discuss recent developments in the field, or even write a follow-up blog post that builds upon the original content.
By repurposing and updating content, you can demonstrate your commitment to staying relevant and providing your audience with accurate and timely information.
10 Incredible Ways to Raise Your Content Repurposing Game
Here are 10 amazing content repurposing strategies. See what fits your purpose the best!
1. Build an Appealing Infographic from Web Blogs
The best thing about infographics is that they are visually appealing, highly shareable, and delivers information quickly. Now which type of content should you recycle and reformat into one? Well, you can start with those blog posts that are rich in data and statistics.
Make use of tools like Canva or Adobe Express and turn them into eye-catching visuals. Once you condense this complex information into more digestible visuals, you will be able to captivate more traffic to your website.
For example, you have a blog post titled “the top 5 SEO Techniques that e-commerce companies practice today. Instead of keeping it as long-form content, you can transform it into an infographic highlighting the key techniques step by step.
2. Turn Interviews and Research Findings into Ebooks
Suppose, you have conducted extensive market research and gathered valuable data related to your industry or service. How do you put them to good use? While you use that information to devise creative solutions for your business, you can also turn them into e-books!
Compile your findings, provide analysis, and offer actionable insights to your audience. You can also interview your industry experts; add relevant statistics and findings, along with high-quality visuals. This gives your eBook a professional look and appeal in the eyes of your readers.
For instance, if you have gathered data on consumer behaviour in the e-commerce industry, create a comprehensive ebook and publish it on popular content platforms.
3. Convert Webinars into How-to Videos
Generally, a single webinar may contain a good number of topics. So, how do you make them more digestible? Edit the webinar into snappy clippings that answer specific how-to questions.
Being snappy and short will come to an advantage as they are sharable and will contribute to thought leadership content. After you break down the content into shorter segments, add captions for accessibility, and upload them to your website, YouTube, etc.
For instance, a webinar on “Best Organic Marketing Strategies for Lead Generation” can be transformed into a series of video tutorials covering topics like how to create optimised content, how to apply engagement techniques, analytics tracking, etc.
4. Transform Podcast Episodes into Blog Posts
As you know, blog posts are one the best content for SEO as they can be easily optimised as per Google’s specifications. Therefore, repurposing podcast episodes into blog posts can help you tap into the audience that prefers reading over listening.
Remember, the flow of a blog post differs from that of an audio story. So, make sure you edit the content in a blog-friendly format after transcribing the podcast episodes.
Also, add relevant images, include bullet points for clarity, and optimise it for SEO. This will enhance your website’s visibility in search results and caters to different content consumption preferences.
For instance, if you have a podcast episode discussing “The Techniques of Effective Time Management,” repurpose it into a blog post that talks about each technique with actionable tips and real-life examples.
5. Repurpose Your Blog Content into a LinkedIn Post
Do you want to make the most of your blog post’s valuable content? Repurposing it into an interesting LinkedIn post is an effective way to extend its reach and bring in a new audience.
First, identify the key concept or takeaway from your blog post. Then, condense it into a concise and attention-grabbing introduction for your LinkedIn post. Also, choose a compelling snippet or quote from your blog that highlights the main points. To finish off, add a personal touch by sharing a relevant anecdote or experience.
Remember a professional tone is necessary while injecting your personality on LinkedIn. Finally, conclude with a clear call to action, encouraging readers to read the full blog post. By repurposing your blog content for LinkedIn, you’ll broaden your reach, establish credibility, and spark meaningful conversations.
For example, a blog post about remote work productivity could be transformed into a LinkedIn post with an attention-grabbing intro like “Increasing Productivity in the Remote Era: Top 3 Strategies That I Follow!” followed by key tips and ending with a call-to-action to read the full article.
6. Combine Old Blog Posts into Comprehensive Guides
You will always find multiple specific topic-related blog posts on your website. Content repurposing can be the ultimate way through which you can boost their ranking once again.
First, identify a series of related blog posts and repackage them to create comprehensive guides or ebooks. Grouping related content under a single resource makes it easier for readers to find all the information they need in one place.
Now, optimise the guide with a table of contents and relevant images to make the guide easier to navigate.
For expert tips on how to optimise content for your audience, you can also refer to our blog.
Additionally, do not forget to place relevant internal links so that your readers are engaged and encouraged for further exploration.
For instance, you can combine multiple blog posts like “Healthy Eating Tips”, “best fruits for your liver”, and “eating tips to keep your heart healthy” into an ultimate guide titled “The Complete Guide to Eating Well and Staying Fit.”
7. Turn Webinar Q&A Sessions into FAQs
Earlier we discussed how you can recycle your webinar sessions into tutorial videos. But that’s not all you can do with your webinars.
Make use of the Q&A sessions at the end of each webinar. They often contain valuable insights and address common questions from your audience that may be otherwise missed by you.
Repurpose these sessions into frequently asked questions (FAQs) on your website. Create a dedicated FAQ page on your website or integrate them within relevant blog posts. By providing clear and concise answers to common queries, you enhance user experience and create credibility.
For example, suppose you have hosted a webinar on “Cryptocurrency Investment Strategies,”. Now you can repurpose the Q&A session into an FAQ section that addresses concerns about security, volatility, and long-term viability.
8. Turn Long Videos into Bite-Sized Social Media Content
Did you know that the human brain processes images 60,000 times faster than text, and 90% of the information transmitted to our brain is visual?
So, if you want your content to reach a diverse set of audience at once, target social media platforms. Turn your long-form videos, such as recorded interviews or tutorials into bite-sized content.
For example, you have an hour-long interview with an industry expert carrying rich information. So, you can turn them into a series of one-minute video snippets highlighting their most valuable insights.
You can extract key moments or insights from the video and create short clips or quote graphics. You will have a range of options to choose from. Take out stand-out quotes from the review sections, or webinars can turn them into catchy Instagram or Facebook reels.
Likewise, you can create small teasers and share them on these platforms to drive traffic back to the original video.
In addition to wider penetration, repurposing content for social media will also boost engagement and increase your brand’s visibility.
9. Transform your Blog Posts into Newsletter
Lastly, make the best of your blog posts by repurposing them into an appealing weekly newsletter!
If you have an email list, get ready to create friendly tips-oriented newsletters that highlight the cream of the crop content. This can be useful as many of your subscribers may often miss the best posts you publish.
So, give your subscribers a taste of what’s to come and entice them to click through to your blog for a detailed dive into the topic.
Moreover, add value and keep things fresh by sharing insights from your social media posts in the newsletter as well. Consider including screenshots or embedding tweets to make them visually appealing.
By repurposing your blog posts into a newsletter, you provide additional value to your email list while driving traffic to your blog. So, if you don’t want to let your best content go unnoticed, make the most of it by reaching your audience through a weekly tips newsletter.
This might sound like a tedious and lengthy process, but it’s not if you know what you are doing. However, in case you need some expertise and help with your blog posts, get in touch with us for website content writing services.
10. Republish Old Posts on Different Platforms
Of course, that doesn’t mean simply posting the same thing on different channels. If you have already identified the evergreen content from your blog archives, make sure that they are up-to-date.
Updating old content with additional and latest information is a must for repurposing. You can also explore guest posting on reputable websites, syndicate your content on industry-specific platforms, or adapt it for platforms like Medium, LinkedIn, etc.
For instance, republish a timeless blog post titled “10 Tips for Starting a Successful Business” on a popular entrepreneurship website, ensuring it reaches a fresh set of readers.
Content repurposing can work parallelly with content distribution and syndication. Know about their differences and benefits on our blog right here.
Why Do You Need Content Repurposing?
Now that you have an idea about the different strategies, let’s get into each benefit of content repurposing:
1. Connecting With New Audiences
One of the greatest benefits of repurposing content is that it helps you to reach out to diverse segments of your audience. You could reel in customers that like to watch visuals, listen to audio, or send short updates on social media by repurposing your content into new forms and channels.
For example, repurposing a blog article on “Healthy Recipes” into a series of engaging culinary videos on YouTube or Instagram can allow you to capture the attention of foodies on YouTube who may have missed your original written material.
2. Renewing Old Content Archives
In case you have forgotten about your website’s older blog over the years, you could be losing out on some great content. Therefore, repurposing is a great way to get rid of those old stories and bring them back to your readers. You can change and update the content to match the latest trends or information.
For example, you could change your old blog post about “Top 10 fashion trends of 2019” to something like “Timeless fashion trends: A look back at classic styles.”
3. Enhancing Your SEO Performance
Repurposing content is an excellent technique to enhance your chances of appearing in search results. Each piece of content that is repurposed can be linked back to the original, which is useful in creating an easily searchable network of information.
For example, repurposing a guide on “home décor tips” into individual blog entries that focus on certain topics, such as “bedroom design ideas” or “living room makeover,” can significantly improve the SEO of your website.
4. Increasing Authority in Your Industry
By repurposing content and presenting it in various formats, you position yourself as a leader in your field. For example, repurposing an in-depth conversation with an industry specialist into a podcast, video, or blog post positions you as a reliable source of insights and knowledge.
So, by consistently delivering high-quality content across multiple channels, you strengthen your brand and reputation.
Confused about your business’s brand marketing?
Get in touch with our team and we will offer you the best marketing content that fits your brand’s tone.
5. Meeting the Needs of Different Audiences
A great way to reach different audiences and learn styles is to repurpose content. For instance, certain audiences choose reading, while others prefer watching videos or listening to podcasts. In fact, it is quite feasible to create solutions that satisfy the demands of diverse parts of the audience by content repurposing.
For example, converting a research report into an interactive infographic or a podcast episode helps to ensure that the material is relevant to a range of target markets.
Remember, the key to successful content repurposing lies in understanding your audience’s preferences and repackaging the content in a way that suits different platforms and formats. Whether it’s evergreen content, popular content, or content that needs updating, repurposing allows you to breathe new life into your existing assets and engage with your audience in fresh and exciting ways. In case you are wondering how you can boost your website reach through amazing content connect with us.
Frequently Asked Questions
1. What is the first thing you should do if you are looking to repurpose content for different channels?
Before you dive into repurposing content, start by looking at your existing content and seeing what works for you. See what’s been successful and come up with ideas to keep providing value to your different audiences with the same stuff in different ways.
2. What is the objective of content repurposing?
Content repurposing aims to increase the value and reach of current material by modifying it for other formats, platforms, or audiences. It offers improved engagement, broader audience reach, and resource optimisation by repurposing old material in novel and innovative ways.
3. How often do you need to repurpose content?
If you want to get the most out of your content, repurposing at regular intervals is the way to go. In fact, studies show that companies that post content twice or three times a week tend to get the most bang for their buck. So, if you want to get ahead of the game, build a plan with a proper timeline to create content faster and publish more often.