Content repurposing is all about presenting the same information in new and interesting ways in order to extend your outreach and breathe life back into work you’ve already completed. Not only does this save time in the long-run — as hopefully you’ve already done the homework and sourced a range of juicy facts — but repurposing evergreen content will keep you in the limelight.
That said; many marketers are not yet recycling content to their advantage. According to a survey by Curata, only a third of leading marketers said that they have a systematic process in place to reuse or repurpose content. 56% said repurposing was sporadic with 2% not repurposing content at all. Content repurposing is more than giving old ideas a new packaging and has many benefits other than cost reduction.
Making the Most of Content Creation
Creating valuable content is not always easy. It not only requires a deep understand of the company’s strengths, offerings and message, but also needs to balance this with benefit-driven information that will attract and engage with the target audience.
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Once a company has made this investment, it can continue to reap benefits from it with little additional effort. That’s the power of repurposing! While this is the reason driving the growing use of content repurposing, there are two other major benefits.
Targeting a New Audience
Your content may have been created to target Baby Boomers, and now you wish to include Millennials and Gen Z as prospective customers. It is less time consuming to repurpose content and adapt it to communicate more effectively with the new target audience than to create content from scratch.
Targeting Different Communication Platforms
To create a more compelling online presence, companies use a range of channels, including blogs, newsletters, social media sites. Content repurposing can fuel this endeavor and make it more efficient. Let’s say you’ve written an e-book. Why not extract some interest stats from it to create an infographic or use the information sourced to write a few blog posts? Make a presentation using tips and hints from the e-book to share on sites like SlideShare or use the best bits to fuel an offline seminar or workshop.
Enjoy a more holistic online presence and increase your outreach by getting content repurposed for different platforms.
What Kind of Content is Great for Repurposing?
Only certain kinds of content can be repurposed effectively. As a result, you should audit your content on parameters like quality, popularity and timelessness, before selecting it for reuse. Here’s a look at some factors to consider for selecting the content for repurposing.
Repurposing information that’s outdated won’t be beneficial, as it may no longer be relevant or useful to the reader. Content that is evergreen or that continues to be relevant or beneficial to users can be converted into other formats. You can consider improvements in titles, tags and image quality to boost organic search.
Use data analytics to identify your most popular content pieces. Try to gain an understanding of the reasons for their popularity and work on redeeming that content into a new format.
After identifying content that can be reused, you’ll need to figure out how much effort is involved in its repurposing. Some may need simple tweaks, like updating outdated stats or links. Others may need a little more work, like editing or deleting irrelevant parts and giving it a makeover.
Ideas for Repurposing Content
Old Blog Posts to Guides
If you have content on related topics, consider compiling them into a new guide. You can use a theme for the design and table of contents with anchored tags for easy access to different parts. You can offer this as a free download on your website or create a new blog post or maybe share it on a popular guest posting site to attract more traffic. Don’t forget to link to your original post throughout the guide for an SEO boost.
Convert Webinars into a Video Series
Your webinars have experienced high attendance. Despite their success, not everyone may have attended these and may have missed out on some great content. You can repurpose your webinars as YouTube videos to make your webinar content immortal. This may also help attract new visitors to your website.
Visual Content to Pinterest Boards
Some content may be better expressed visually. Such content can be converted into images and then repurposed into Pinterest boards. Let’s say you had a post about trending hairstyles in 2018, you can create a board with images of different styles and share a link to your original post. This may just help you target a new market segment.
Slideshows to Infographics
Have some great corporate presentations that you carry into meetings? You can use a lot of this information to prepare infographics. Maybe you can add in some humor or appeal to sentiments to increase its shareability on social sites.
Statistics into Tweets
You’ve invested time into conducting surveys and doing research to garner interesting statistics. Of course, you will use the information to write an article, case study or book. You can also use the stats to make your Tweets more interesting. You can upload a blog post and add a “share as a tweet” option.
Blog Posts to Podcasts
According to MarTech, there are over 555,000 active podcasts with 18.5 million episodes available in more than 100 languages. People often listen to podcasts when commuting. You can convert your blog posts into podcasts to increase their outreach.
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