As a marketer, you have a lot of work to do and might feel occasionally struck by writer’s block when it comes to creating fresh, unique content.
Since there are so many challenges that come with the job, you’re always looking for ways to make your life easier while still being able to produce great content on a set schedule. Luckily, content repurposing is an option that can help take some of the burden off of you.
Content repurposing is simply taking your existing content and presenting it in a different way. This could be in the form of a different medium, such as turning a blog post into a video, or a different format, such as taking an infographic and turning it into a slide deck. The benefits of repurposing content are numerous, but some of the most notable include increased reach and engagement, improved SEO, and higher conversion rates. There are a few different ways to repurpose content. One is to simply change the format, such as taking a blog post and turning it into an ebook. Another is to change the medium, such as taking an audio file and turning it into a video. Or, you can change both the format and medium, such as taking a blog post and turning it into a video series. No matter which approach you take, the key is to ensure that the repurposed content is high quality and provides value to your audience.
What is content repurposing?
Content repurposing involves taking old content and presenting it in a new way to extend its lifespan and reach. You can repurpose content as you create new pieces, by planning for different ways to share it.
Content repurposing is not cheating or being repetitive. It is taking the content you have created and using it in different ways to reach different audiences. It means your content is getting new life and your audience is getting more value.
Why should I repurpose content?
When you create content with the intention of repurposing it, you save yourself time. You can use data from previous high-performing pieces of content to guide you, or you can create new content knowing that it will be successful in multiple formats. This way, you can create a blog post that can also be turned into a podcast episode, quote, or part of an ebook, for example.
If you want to improve your ranking in search engines, consider repurposing your content. When you have multiple pieces of content focused on similar topics and keywords, search engines will usually recognize you as an authoritative source. This means that your content is valuable and provides value to users.
Additionally, creating content that can be used in multiple ways helps you to create more content and reach a larger audience. Simply creating a blog post gives you a presence on one platform, but if you create a blog post that can also be used as an email newsletter or a YouTube video, you have a presence on three different platforms with three different audiences.
If you’re looking for ways to make your marketing efforts more effective, consider repurposing your content. There are several ways you can do this, and each can help you reach a new audience or promote your brand in a different way.
How to Repurpose Content
This means that you can take one piece of content and use it multiple times in different ways. To do this effectively, you should look at your analytics to see what has done well in the past and then think of ways to adapt that content to other channels. This will help you reach different audiences with the same message.
If you feel as though your content cannot be reused, there is probably a solution. We will go over some options below.
How To Repurpose Blog Content
If you have a blog, you probably have a lot of posts that are full of great content. Even though it may not seem like it, there are ways that you can convert your text-based posts into other formats.
1. Repurposing Blog Posts into Video Content
Reusing old blog content by turning it into videos is a great way to keep older posts relevant. However, simply recording yourself reading previous posts is not enough to make the transition.
Making new content from old material means using the ideas, information, or perspectives from something else and creating something new with it. For example, if there is a blog post about a specific government policy, making a video from it would involve taking the ideas from the post and talking about how the policy affects things. This is a good way to create new content while also using stuff that already exists.
2. Using Blog Content to Create a SlideShare Presentation
If you’re looking for ways to repurpose your blog content, converting it into a presentation via SlideShare is a relatively easy option. SlideShares can be beneficial because they’re shareable and provide a different way for your audience to consume your content. Additionally, presentations give you the opportunity to include additional graphics that may not be present in long-form blog posts.
3. Transforming Data-heavy Blog Posts into Infographics
Visual data posts (infographics) can be more effective than text-only posts because they are easy for audiences to understand and can be repurposed for social media or videos. Additionally, infographics can be used to summarize past content or to introduce new content.
4. Publishing an eBook
Older blog posts that have been shared a lot can become effective marketing tools in an eBook form.
Recently, blog posts have been released in bundles in order to increase readership. However, this is not the most effective way to get people to read your blog. Cramming blog posts into a bundle is more like an anthology, and people are more likely to read individual posts if they are released separately.
Generating visibility is not the same as content repurposing.
Blog content repurposing is the process of taking older blog posts and rewriting them to create a cohesive story that builds on the original blog.
The blog acts as a starting point that encourages followers to read the full-length book.
5. Extracting Relevant Quotes
If you want to help your blog posts gain traction, try using quotes from the post as social media posts. This will help show potential readers that you’re a thought leader on the topic, and might encourage them to read the full blog post. Just be sure to choose quotes that are interesting and relevant to the topic at hand.
6. Creating a Podcast Episode
Blog posts can be used to create podcasts. The posts can be used as a script, the author can be invited back for a more in-depth discussion, or the post can be discussed in its original form.
If you’re a blogger who wants to start podcasting, you can use your blog content to create episodes. This will help you facilitate discussion and link your original blog content to a new medium. Plus, using blog content for podcast episodes gives you the opportunity to explore additional topics that weren’t covered in your original content.
7. Morphing Blog Content into Webinars
Blog content that is educational and informative can be a basis for creating webinars.
Blog content is often limited in the amount of information it can provide. A webinar, or a series of webinars, allows content creators to provide more information in greater detail.
The content of a blog can be used to promote a webinar, making it a useful marketing tool.
For example, while the blog content is free, the webinar series is part of a subscription service. Additionally, webinars can be part of a sales and marketing campaign. Therefore, repurposed blog content plays an important marketing role.
8. Building Courses, Workshops, and Classes
Blog content can expand into an online or in-person course that offers a hands-on and in-depth approach. For example, a financial literacy blog may offer general guidelines on budgeting, while the full course offers coaching on how to effectively budget and save money.
9. Producing Marketing Materials
The information in old blog posts can be used to create marketing materials such as instruction manuals, product guides, tutorials, or brochures. This strategy allows content creators to save time and money on research and sourcing ideas.
10. Designing Marketing Campaigns
Blog content can also be used to design marketing campaigns. For example, a company blog could be the main focus of a new marketing campaign.
This means that blog content can be used for marketing copy, product brochures, video content, tutorials, and sales presentations.
The blog’s content is used to create other materials for marketing campaigns, but the blog itself is not the focus of the campaign.
11. Using Old Images as Post Backgrounds
You can use high-quality visuals more than once by using them as post backgrounds. As long as the images are the right size, you can use them for quotes or posts about past projects.
12. Posting Snippets of Existing Video Content
Do you have any type of business-related video content on YouTube? Posting snippets of this content on social media can help to generate new leads and customers for your business.
If you’re active on multiple social media platforms, you can easily repurpose one video to fit the video-length requirements of each platform. This can save you time and effort in the long run. If you’re new to video marketing, know that statistics from Wyzol show that 86% of video marketers say that video has a high return on investment (ROI). Additionally, 85% of businesses are already using video as a marketing tool.
Repurpose by Updating Older Content
Let’s face it: things change.
You may be able to update some of your old posts to appeal to a current audience. This might involve making some adjustments and additions, but you shouldn’t need to do a complete overhaul.
If you notice that a blog article is still generating a lot of traffic, leads, or is ranking highly for a competitive keyword, even though it is not as up-to-date as it could be, don’t publish it as a new post.
It is better to update the content of an existing post than to create a new post because you can keep the existing URL and SEO value. Some blogging platforms even allow you to change the publish date so it looks like a new post.
If you have articles that are still getting traffic, it might be a good idea to add or update the calls to action on those pages to increase your chances of generating leads.
You can use the same approach with ebooks. Whether it was published last year or five years ago, make some refreshing updates and re-promote it! This will save you the time of creating a new ebook from scratch while still getting the benefits that a new ebook has to offer.
In general, content creators must keep the following points in mind:
- What is the main objective of repurposing blog content?
- Does the repurposed blog content continue to offer value?
- Does repurposing blog content contribute to an overarching strategy?
- Is repurposed blog content the most effective strategy?
- Would it be more useful to create brand-new content?
The final question is the most important one. In the end, would it be more useful to create brand-new content? If so, content creators must decide if reusing old blog content helps them achieve their goals.
You should keep in mind that changing a blog’s purpose is like remixing a popular song. The right changes can make an old hit new again. However, making the wrong changes can ruin the appeal of the original.
In other words, you want to find a format that best suits the content you have created, rather than just churning out the same article in a different format.
If you’re only considering one way to format your blog content, you could be missing out on some great opportunities. Be open to different possibilities and explore what might work best for your situation.
Repurposing old blog content can give you a chance to explore new content formats. You could turn your blog into a video, or even a book. This could lead to new and exciting opportunities.
Related posts:
