Content Repurposing in 2021: A Complete Guide
What is Repurposing Content
Good content is the most valuable part of your marketing strategy. It is used to express your expertise, raise awareness of your brand, resonate with the audience, and increase visitors to your website. A piece of content written properly will enable you to achieve many goals. We will understand in this post what content repurposing is and how it can enhance your marketing strategy, save you time, improve your online presence, and overall benefit your business.
In the current social marketing scenario, just publishing your content won’t suffice, you will need to get your great content in front of your target audience.
You might get decent traffic to your website every day but you may still not fulfill your content marketing potential. There may be ideal customers out there who are still not aware of your brand.
One effective way of getting noticed on your content marketing output is to repurpose your existing content on other platforms such as social media sites and various marketing institutes.
Re-purposing content is a marketing strategy, a technique to reuse your older posts by rewriting them a bit and adding more value to them, and then promoting them on various platforms. You choose existing posts and edit them to create an e-book, user guide, interview, infographic, case study, videos, or podcasts.
How to get started
Let’s get started with understanding the right way to start repurposing your content first that can bring you more material and leads as a part of your marketing strategy.
- Find posts that are worthy of reposting
First thing when choosing content for repurposing, login into your analytics and look at your metrics. Find out the most popular creations, measure what has performed well, and think about what can be done to revamp the content with a fresh experience for readers. Explore your archives to find content that would benefit from being updated.
The two indicators to identify that the content would be valuable if repurposed are relevant topics and previous success. This should be your starting point for repurposing content marketing strategy.
- Identify the appropriate platform for repurposing particular content
Once you have created a list of the most popular content, you must figure out the most suitable platform for republishing it. There are three different stages of a buyers’ journey: Awareness – consideration – decision that leads to final conversion. You must identify which stage of the buyer’s journey you are trying to reach with your repurposed content then tailor your content to reach different segments. Using this mindset, you can give a framework of your repurposing.
Here are a few suggestions for platforms you can use once you have identified the reason for repurposing your content:
- Try SlideShare if your content is business-oriented and graphic-heavy.
- Use LinkedIn if your content is in the business and marketing niche.
- If you building your brand, use Medium as it works great for both B2C and B2B businesses.
- You can create an email drip or webinars for direct engagement with the audience.
- Market the repurposed piece
You must put extra effort to get maximum views on the republished content on a suitable platform. Since these pieces are already published you need to put in extra effort to get noticed.
One way is to go for paid social advertising. You can send your updated post to your email list and share it on other social media accounts to fuel momentum. You can retweet your repurposed post and gain more exposure. With Twitter, you can even embed media, like SlideShare presentations, or embed them with your relevant guest posts for more engagement.
How to Repurpose Content
A good content marketing strategy contains not only textual blogs or a blog post but also experiments with repurposing exciting content into infographics, videos, and slides to help you gain exposure and more social media shares.
Once you’ve chosen which existing content you want to repurpose, the next step is to figure out how to do so and distribute it across various channels to gain more visibility. Below are some ideas on how to repurpose existing content:
- Update old blog posts with new information
If you run a blog, updating your blog post should be a part of your content strategy as many times a large number of posts that contain valuable information gets lost in the lot. Select posts from your archive that can be still useful and add value with a few tweaks.
Updating old blog posts will save you a great amount of time and you don’t have to write a new post every time. Since most of the content is already published, you just need to make the information current and relevant.
It is important to prepare a current update strategy and choose the right post for updating. Once updated mention in the post title that it has been updated with new information and the latest data and gives readers a nice refresher who previously enjoyed the post.
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- Use data for social media content
If you have the latest data collected for your content, you can turn it into a graphic and turn it into a visual experience for your readers. This will help you diversify your social media content.
Showing data on your social media will give your page credibility and will make an impression that you care about industry data as a part of your brand. Sharing data on your social media pages such as Instagram, Facebook or LinkedIn will make your page look more authentic. Try using a different platform for the distribution of your content for more exposure.
- Turn content into podcasts
One of the ways to repurpose your content is to turn it into a podcast episode. Podcasts can be a platform to deliver the content in a more accessible, relatable, and fun way. It makes it easy for the listeners to access the information on the go rather than reading a blog post.
A podcast, or a series of podcast episodes, will expand the reach of your content and help you conversationally connect with your readers. This format will allow you to expand on the topic and provide examples with the latest data. Distribute podcasts through various social media channels and content strategies.
- Turn data into case studies
It is important to understand what type of data you collect and how do you interpret it. Draw interpretations from the past data and try to learn something new. You can make a case study if you gather social media metrics, SEO data, or measure traffic performance. It will show your readers that you are effective at interpreting data and will make your blog look more credible. Another benefit of doing a study is that you will have a chance to understand the cause and effect of important decisions you have made for your business.
You can distribute a case study into a blog post or send it as a special download for your email subscribers to potentially boost conversion.
- Use webpage content for video content
According to the research, 85% of internet users enjoy video content as videos are engaging and entertaining. A lot of people would enjoy a video version of blogs as most of us are visual learners. You can make a video with someone just talking or insert some interesting graphics that could pull the viewers in.
Since the blog post that you are using already contains detailed information, you can alternatively produce a podcast or make a short video. Such a strategy would work best if you have a YouTube content strategy. You can add a video to your blog post. This will make your content available on various platforms and will keep the information quick and concise.
- Create an eBook from gathered content
As a business, one of the goals is to gradually increase the amount of content you generate for your readers such as gathered information, analytical data, templates, or case studies. You can turn this into an eBook as it works well as a content offer and will boost your business’s credibility.
Since you have provided a valuable database of information in your blog already, it will be less of a work for you to publish it in an eBook. You can cover a variety of topics all in one place making it easier for your readers to search for specific content. Publishing an eBook will make your work offline and accessible everywhere. It can also increase your conversion rate as with download, you will gather leads and you can see who is interested in your content.
- Make a SlideShare deck
You can use SlideShare as a platform to repurpose your old content into new prospects. Select the piece of content you want to choose, then break it into an outline and translate it into slides. Select the most important points from your post and insert them into your slides. Each slide should be separated by section and state a single point. You should be very clear and precise with the message.
You can add URLs or hyperlinks to your SlideShare deck and post it on various social media channels. You can also embed the deck to your original blog post to enhance the existing content and help illustrate the information in a more clear and active language. You have the chance to form connections on your feed by providing data in a more accessible way.
- Add testimonials to your social media content
If you receive some fabulous testimonials about your product or service, you might want to use this to hype up your product page or include it in your social media content strategy.
Most customers would not consider purchasing without reading a testimonial or a review. Adding testimonials to your page will let the customers know that your business is trusted and will influence them to make a positive decision. It will also send them a message that their voice is being heard and matters and improves customer relationships.
- Turn blog posts into an online course
Creating an online course from scratch might seem like a lot of work but if you already have a successful blog and valuable content you can use it and turn it into an online course.
Since you already have a backlog of content to refer to for ideas, figure out which blog posts landed most page view or most shared and use it as a starting point to decide on the topic on your online course. Start with creating the structure of the course first and then fill in the content with your latest findings.
You can add an online course to your website or distribute it to your email subscribers. It is an effective way of showing your business’s expert opinion on a particular topic. Usually, your subscribers value extra content and are likely to check out your online course as well.
10. Add guest contributions
Consider adding a guest column to your blog. You might have already covered the topics they want to talk about but doing so helps you build industry relations and give your readers a fresh perspective on similar topics.
This tactic of repurposing can be very useful for the future endeavors of your business and will give you exposure by bringing your guest audience to your business.
Benefits of Repurposing Content
A good piece of content holds a lot of value. You must timely review your old content for repurposing and create new content with the same strategy in mind so it becomes easier for you to recreate that piece over time.
Below are the reasons why you should start gathering your old and existing content and how repurposing can help you achieve multiple goals.
Repurposing content can save a lot of time since most businesses don’t have the time to produce new and engaging content frequently. However, you can make the most of the content that already exists on your website and give a refreshing read to your readers by adapting it into a new format.
You can summarize previous blogs into video or slides format and redistribute them on various channels.
- Redeem old content that still holds value
You must have probably spent a lot of time over creating your content and over time it goes unnoticed. Repurposing content will give a new leash to it and will still hold value and relevance. Using this tactic, you can once again scale your content and don’t need to write it from scratch.
You can use an old post and turn it into an e-book or summarise an e-book and turn it into a blog post, video content, and more.
- Lead visitors to your website
One of the key objectives of social media is to organically get people to click through to your website instead of being overly promotional with your social media posts.
Repurposing valuable content in a fun and engaging way will lead the audience to your website and will also get you a completely new audience. Show them a snippet of what they expect to see from your blog and share it on social media.
- Improves SEO
You can use your repurposed content to improve the SEO of your website. It is generally suggested to focus on one or two social media channels where your audience is most active on otherwise you risk yourself stretching thin. The more frequent your online presence is the more visible you are to Google. Repurposed content enables you to generate more content in lesser time.
You can turn your blog post into a piece of an Instagram post making it look visually appealing with a rundown of what the blog is about in the description.
- Revisit and recollect
We all love to revisit and recollect old memories, things, places, and more. Repurposed content allows you to revamp your audience’s most loved pieces. You can even extract some of the best parts or quotes from your old blog and turn it into a social post with a nostalgic feel caption.
One of the most important things to remember while repurposing content is that it should save you time and you should not spend as long while creating a new piece of content. You can either change your target audience or the format of the repurposed content for the same audience. However, you must remember not to overuse repurposed content on your website.
You can leverage various platforms for your repurposed content and achieve higher audience intake in the SERP. You can extract a lot of value out of repurposed content if you use it correctly.
You can create the most amazing blog posts and great content but do not enough to leverage that content to maximize exposure and results. Repurposing content will give new life to your pieces in the form of social media posts, videos, webinars, and more. You can benefit immensely, achieve tremendous results, and gain a higher ranking in google search by changing the format and style of your content, and republishing it on various platforms.