It’s no secret that content marketing can be labor-intensive. Creating engaging, well-researched, and beautifully designed content isn’t easy. It’s a creative process that takes time, energy, and money. Repurposing content will allow you to produce new content quickly while expanding its reach to new audiences. Therefore, it makes sense to reuse content to get the most out of it.
So what is content repurposing, and how do you do it?
What is content repurposing
Content repurposing is the act of reusing existing pieces of content and using them in different formats and platforms. It is stretching, compacting or forming the content of your work to produce other unique pieces of content such as, blogs, posts, infographics, and more. Tweaking and making small changes to old content is a good way to keep it relevant and meet the expectations for each marketing channel.
Benefits of content repurposing
You’ll save time by reusing old content or creating new content with reusability in mind. Whether you already have data telling you to repurpose and redistribute high-performing content, or you’re creating blog posts that you know would be suitable as a video, mention a portion of them on your Instagram account, or an ebook collection.
Increase reach: Varying the format of your content will extend its life and help you reach new audiences on different platforms. By posting content on video sites like YouTube, you can get your content to an audience that frequently uses the site.
Improve content engagement: Changing the format of your content will allow you to engage with different audiences on different platforms. Some people would much prefer to watch a short video rather than a long blog post on the same topic.
Increase production rate: You can continue to publish content without having to create entirely new content. Since you are not creating new content from scratch you will not experience burnout from trying to create new content.
Boost your SEO: Reusing content can also improve your SEO. When you have multiple pieces of content targeting similar keywords, the search engine will often view you as a reliable source. You’re not just creating content, you’re publishing valuable resources that add value to your users in many different forms.
Save Money: Reusing content can increase the amount of content you can publish without having to spend a lot of time and money creating new content.
How to determine which content to repurpose
Evergreen content: What is evergreen content? Evergreen content is any existing content that is still high quality and relevant. Evergreen content is great to repurpose.
New content: New content should be converted into different forms such as videos, social media posts and blogs and can be published on different platforms.
Successful content: Older content that has been successful. Determine which content has been successful by using google analytics and finding the content that created the most traffic.
Best ways to repurpose content
Convert research into blog articles: Used research gathered from a variety of sources such as research articles and use them to create blog articles.
Create an infographic: Creating an infographic is a great way to show importance from research or a blog article statistics. Infographics can be used in blog articles, but may also be posted on other platforms such as social media.
Social media posts: Summarize significant parts of a piece of content into a social media post. Forms of media such as infographics and short videos can be posted on social media.
Video media: Videos are engaging and capture attention much more effectively than text or images alone. Text in a blog post can be converted into a script for a YouTube video.
When should you repurpose content
Lack of content: Recycling content will allow you to publish different content from an original piece of content. By recycling content it will allow you to put out content very easily. High performing evergreen content is good for repurposing. You should repurpose this content to get more value out of it.
Repurposing content will allow you to produce new content quickly while expanding its reach to new audiences. Repurposing is all about being efficient. Do not burn yourself out by constantly trying to come up with new ideas, instead repurpose your content so you will get the maximum out of each piece of content you decide to publish.
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