A Handbook for Repurposing Content in Today’s Digital Age

The 21st century is the witness to the explosive rise of digital information, unlike its predecessors. With the ever-changing nature of the content posted online, it has become a headache for digital marketers to create original content every second. The rate of content is close to 1 billion which is uploaded on Youtube! This massive problem demanded a recycling process. Digital marketers came up with an idea to repackage, recycle, and re-design previous content to cater to the needs of modern consumers. This repacking is termed Repurposing Content.

The repackaging facilitates you to reinforce the knowledge you already have in your head, and to become even more knowledgeable in what you do. Furthermore, you can get familiar with its varied forms of the content generated and its diversifying platforms, enabling you to be an all-rounder in your business.

Digital Market is a skill-based environment. The only thing that matters is satisfying the need of consumers. A good digital marketeer will find ways to repackage old posts and present them as freshly squeezed content! This brings more consumers and your business grows.

Benefits of Repurposing Content

As a small entrepreneur, you’ve already got enough on your plate. To add to it, the world demands new content on Instagram every day, so how can one be relevant? The following are the reasons why you should start gathering up your existing content. From the old to the new, the flops and the trendy, all content can be repurposed.

1. It Enables You to Achieve Multiple Goals

We get access to a lot of information today. If your content is trending well in one area, there’s a chance it can perform well in other areas too. Say, you have a blog post, an Insta, or a video that is driving traffic to your website. The best use of these contents is to convert them into another form like an infographic or a pamphlet. Use it to engage your audience and increase your market value.

2. It Lets You Redeem Less Successful Content

Not all the content you create will be successful. Some of the content you publish will underperform. However, it might not be the content but the context in which it was defined. For example, an eBook that didn’t create many leads for your business might make a good series of blog posts that drive traffic to your website. Or, the blog posts that aren’t getting many visits might cumulatively make a great eBook that attracts a lot of consultation requests.

3. It Helps Reach New Audience Members

Whether it’s a blog, reel, or social media post, something you published long back won’t reach the same people if you post it today. Every day, there’s a splurge of new accounts. In addition, you have built and refined your audience over time, so trying to spice it up and re-publishing it to get it in front of your new and loyal followers is the best practice.

4. It Expands Your Reach

The attention span of today’s audience is less than 10 secs for videos and about a minute for blog posts. Additionally, they pose a variety of preferences. Some prefer a visual medium, others mostly like to listen. Repurposing content into different mediums is a great way to expand your business and increase the number of consumers.

5. It Diversifies Your Content

Change is the only constant; consistency is key in marketing, but that doesn’t mean you should use the same platform for everything. Rather, you should diversify. Repurposing the same content into various forms will help you to achieve consistent messaging across diverse mediums.

6. It Enables To Target Buying Stage

The buyer goes through a lot of stages before finalizing the product. Some may look for longer content before making the purchase. They are the ones who are more interested in ‘research first buy later. Some want to just get the product because they heard it from their friends or on the internet. These buyers get familiar by looking at your content through smaller posts, content. Rather than creating different pieces of content for each of these buyer stages, repurposing the posts to cater all saves time.

7. It Maximizes Time and Effort

When you repurpose your content, you generate more productive output with the same amount of input without compromising quality. Time and tide wait for no man; anything that gets the job done with minimum time spent gives you more of it to work on new and creative marketing ideas and growth of your business

8. It Increases Your Business’s Online Presence

Welcome to the Digital Age! Try as you might, every business needs to have a digital presence. The main traffic is on the internet. Repackaging content leads to more content and the more of that you have online, the bigger your online presence will be. Having a strong online presence is important for branding, building your audience base, and ultimately getting more customers.

9. It Improves SEO

Search Engine Optimisation is an online tool that decides your value in digital marketing. Search engines like Google prefer websites they can trust, so the more pages of quality information you have, the easier they can acknowledge you as a credible source of information. Credibility attracts new customers. 

1o. It Provides More Backlink Opportunities

Ever wondered how some get famous by posting just one blog post or a video and some get very less traffic despite creating more content? The answer lies in Backlink or resharing content. So, the more content you put in, the more opportunities you have to get your content shared, which creates backlinks for your site; another SEO advantage. Your posts get viral and voila! Your SEO score improves.

11. It Strengthens Your Messaging

One of the great strategies to improve messaging is repurposing content. Diversified content will give clarity to your expertise and increases the value of your brand.

Every skill you develop strengthens your business. The person with the correct skills survives in this Digital jungle. It helps you to reinforce the knowledge you already have in your head, and to become even more well-versed in what you do. In addition, repurposed content helps you to spread your skill set across various other platforms, making you a more versatile marketer for your business.

Content holds a lot of value. Redesigned content not only benefits your business but also allows you to be your creative best and create more awesome ways to grow your business.

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Where to Start with your Repurposing Content?

Find out the best content from your history. History is the best teacher. You will be surprised to find that the previous content might be relevant today. The two most important elements are: 

• The timelessness determines the relevancy of the content.
• The high-quality content ensures that repurposing it gets traffic.

The Best Ways For Repurposing Content

1. Changing Webinars into Video Tutorials

Let’s take an example. You conducted a webinar a few years before and it was a huge success! Today, there will be a need to take it again for a new audience. Will you use the same presentation, the same technique today? It’s already great content but to cater to today’s audience you will have to redesign it.

What are your options? Uploading it as a Youtube video is a great way to ensure it stays forever. Not only will it be an asset but it will boost your website traffic as well. Youtube will gather new subscribers as a bonus!

2. Changing Old Blog Posts into Guides

Email marketing is an important SEO tool. It ensures your business stays relevant. If your previous blog is not driving the traffic, try converting it to infographics and guides. You can repurpose it as “The Complete Guide to Marketing” and use the latest texts and images to stand out. Updating it from time to time will keep it trendy and it will continue to work for you!

3. Changing PowerPoint Presentation into Slidedeck

Powerpoint is a good tool. It helps you create some amazing slides and make the presentation look professional. But what happens when you have given it?  What then? Don’t let the charts and graphs you spent nights creating go to waste. You can repurpose Powerpoint presentations into Slidedecks with the help of SlideShare. SlideShare will embed your presentation into one of your web pages, It will be new content that you wouldn’t have to start from scratch. 

Also Read: Repurposing Content for Social Media

4. Changing Interviews into Expert Advice Ebook

Interviews are in rage today. They’re easy to conduct, easy to edit, and usually get a ton of traction. You can repackage it as an expert e-book. Some people like to listen to podcasts, others prefer to read them. This way, you satisfy both mediums and the same content brings you twice the traffic

5. Changing Visual Content into Pinterest Board

What can be done if your blog post is too image-heavy? One good way is to upload it on Pinterest. You can create a collage of images related to one blog post and make it interesting. Pinterest helps you to drive referral traffic to the blog post, providing a new segment of traffic to your site!

6. Changing Quora Questions & Answers into a Blog Post

Quora is considered a great source of inspiration for content creators, providing real user questions on a huge range of categories. Find a question to your liking, write a blog post with an in-depth answer, and then reply to the question on Quora while including a link to your blog post answer. This will redirect the traffic to your webpage and you will be providing engaging content for the community.

7. Changing Slideshow into An Infographic

Infographics are the crowd-pleaser of the content world. They are informative, easy to read, and creatively satisfying. Infographics can be a pain, requiring extensive research and design. Tools like Canva, Photoshop, and Illustrator have some amazing templates that will help in repurposing your content.

Remember content is king! Infographics can require a lot of research and other skills- ranging from software knowledge to color sense. Any amount of flashy header and colorful template won’t help if the content is not strong. Solid content with the right amount of design tweaks will sell your content like crazy! Plus, infographics are mad fun!

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8. Changing Statistics into Twitter Posts

Tweets! Tweeter! Everyone knows tweeter. A single tweet generates millions of followers. If you have good content with necessary statistics, then you can turn them into individual tweetable elements. This will generate more traffic and will boost your popularity among your peers. This can be achieved by:

• Add a click-to-tweet link to the end of some statistics.

• Use only the most interesting and engaging data.
• Create Twitter-friendly image statistics.

9. Changing Blog Posts into Newsletter

To tap into the potential of your blog post, consider promoting it in a weekly tips newsletter. Email subscribers get an update of anything you post. But if you are posting more content in a day, they are most likely to miss it. The most effective way is to post it on Tips Newsletter. It showcases your best blogs of the week, giving you the right nudge to boost your SEO.

10. Changing Blog Post into A Podcast

Podcasts have become the go-to platform for all content creators. It has replaced Youtube as ‘the place. Many listeners prefer podcasts to youtube videos. They also have various categories to cater to your desires. If you hire a good voice-over artist with a soothing voice, you can repurpose your blog posts into a very engaging podcast!

11. Changing Ebook into A Blog Post

Not everything from an ebook needs to be published. Instead, highlight some of the important content from the book and publish them as a blog post. Create infographics for those takeaways to share on social media. In addition, include a link to the ebook in the blog post so that you can get interested folks to buy it from you.

Also Read: Ways to Create Unique Content Ideas

12. Designing Checklists from Written Blogs

Create templates, graphics, and charts with the information you’ve written into a checklist making it simple for your readers to follow the steps you’ve mentioned. It helps in quality output at the minimum time spent in creation. This will enhance your ability to generate more leads for marketing. 

13. Repurposing Content from Reports into Blogs and Social Media Content

Reports tend to get boring. If you can repackage the report data with graphics, statistics, and infographics and write a blog from it; it will create engaging material. This will direct the traffic even from the niche market and you will be able to diversify your portfolio. For example, if you choose a report for “Cricket Statistics of Virat Kohli Post 2018”.

The non-cricket community will never read the article. But if you create a blog post with an engaging title “The King of Cricket Falls amidst Poor Form”; it will drive all sport-loving members to your post. Give them an appetizer of stats, serve the main dish of his aggregate runs and save dessert of his comeback century. The blog will generate heavy traffic and your tedious report will be alive again!

Frequently Asked Questions

Q1. What does Repurposing mean?

Repurposing is merely repackaging your old posts to create something fresh for the new generation.

Q2. Can social media help generate more market by this?

Yes! Podcasts, Blog posts, Instagram reels, Videos, etc. are your pillars in the digital economy. They are the driving forces to generate new leads and create new opportunities. So, utilizing all the available platforms with the same content has become the norm.

Q3. How can you modify your content marketing strategy after repurposing?

Repurposed content is cost-effective. Strong content will generate results. But if it’s not presented through proper channels, it will be useless. Repurposing it will make it work for you multiple times. It’s easy to produce new blog articles, social media posts, and even videos through repurposing.

Q4. What tools can be used to market repurposed content?

Every skilled person needs a toolkit. Digital marketing is a treasure cave of such tools. Following are some of the aforementioned tools: 

• Keyword research assistance to increase your SEO
• Infographics and templates
• Blog posts
• Canva
• Correct Social Media associates
• Digital Marketers

Conclusion:

Repurposing is not cheating. You are technically posting the same content but you are doing it for a new audience. Data is fast changing. The world is moving at a brisk pace. Millions of data are getting uploaded every second. In such chaos, repurpose serves as an umbrella. This repackaging of content serves as a good tool to boost your traffic and improve your SEO. The better the SEO, the more business for your company

No data is wasted by repurposing. There are many platforms that you haven’t given a shot before. This recycling will open new doors, dare you to venture into challenging avenues, and create a diversified module for your company. So, do not miss the opportunity of repurposing and creating something new for your customers.