Content repurposing is the practice of taking existing content and turning it into different formats so it can be used on different platforms. Generally, this involves repackaging and republishing information from blog posts, videos, podcasts, infographics, and social media into a new format.
The purpose is to reach a wider audience and save time and effort in creating brand new content. It also helps to reinforce your message through different channels and improve your content’s searchability.
The benefits of repurposing content
Content repurposing offers a range of benefits that can boost your content marketing strategy without creating much more work. From increased visibility and improved SEO to enhanced engagement, repurposing content will allow you to optimize your online presence, diversify your offering, and streamline your workflow. These are some of the top reasons brands choose to repurpose their content:
Increased visibility
Content repurposing helps you improve your reach by recreating the same message in different formats. This means your content can attract different audiences who use different platforms, simply by adapting something you’ve already made to new various mediums.
This could be turning your blog into a video, infographic, or podcast to attract new audiences who prefer to consume their content in different ways. The increased opportunity for exposure can boost traffic to your site and expand your online presence.
Improving SEO
Repurposing content can have a positive impact on your SEO, as the more content you have across different platforms, the more backlinks you can generate to your original content source. This helps improve your website’s authority and search rankings, in turn enhancing its visibility and attracting organic traffic.
Enhanced engagement
Different people have different preferences for how they consume content. Some love to read blogs, while others prefer to watch videos, and some like to listen to podcasts or audio recordings while they’re on the go. Many people also respond more positively to visual content over the written word.
Repurposing content into different formats means you can cater to these preferences, so your audience can engage with your material in the way they find most appealing. This also means users can engage with your content on the platform they prefer—whether that’s a social media channel, blog, or something else. This results in increased engagement, longer dwell times, and improved interaction with your content.
Saving time and effort
Content creation can be time-consuming and resource-intensive for creators, so repurposing content is a great way to turn existing assets into something fresh. By maximizing their value, you can save time and effort whilst still generating high-quality content.
This approach will streamline your workflow, which in turn will free up resources so you’ll have more time to spend on different tasks or even create more new content.
Strengthening your brand
When it comes to building a strong brand, consistency is key. Repurposing content can reinforce your brand message in all the available channels. For example, if you write a blog post but never share it on your social media, it could seem as though your content streams lack consistency.
So, by repackaging your content and distributing it on various platforms, you showcase your expertise and insights on all channels where existing and new audiences can find you.
How to Repurpose Content
Start by identifying your best-performing pieces using analytics and metrics. Look for the articles, blog posts, and videos that have generated the best engagement, traffic, or conversions for you, and let these insights help you pick the best content for repurposing. After all, if your content has done well on one platform, it’s likely to be received positively elsewhere, too.
If you’re repurposing onto social channels, create eye-catching snippets or quotes from your original content, which are likely to grab the attention of new audiences and lead them back to the source. This also creates opportunities for meaningful interactions that can drive further engagement and build a community around your brand.
Choosing your repurposing tactics
Choosing the right repurposing tactics will breathe new life into your content. By considering these different approaches, you can reach diverse audiences and maximize engagement.
Turning text into visuals for different platforms
Transforming text content into visually appealing graphics like images, slideshows, or presentations is a great way to reach new audiences on social media. Visuals are highly shareable and resonate with audiences on platforms like Instagram and Facebook.
Creating infographics
Converting data-rich content into visually compelling infographics is a great way to simplify information—especially complex processes or statistics. Not only does it help people understand the information you’re sharing, but by making it accessible to wider audiences, you can use it to reach people that might otherwise not have engaged with your post.
Turning blog posts into videos and podcasts
By repurposing your blog posts into engaging videos or podcasts, you can attract audiences who prefer to listen rather than read. Use the original content as a script or outline and bring it to life through visual storytelling or audio narration.
This enables you to tap into the growing popularity of video and audio formats, catering to different audience preferences. And if you’re starting with a video or audio recording, don’t forget to transcribe it or write it up as a blog to attract those who can’t listen or prefer to digest their content by reading it.
Rewriting and updating content
You can also repurpose old content by refreshing it for the same channel it was originally posted on. For example, you could add new and updated information or more relevant examples that support your point. This enables you to match content with current trends and stay up to date without writing an entirely new blog or article.
Creating a repurposing strategy
Creating a well-defined strategy for repurposing your content is essential. It allows you to systematically repurpose and distribute your content across various channels, reaching wider audiences and achieving specific goals whilst keeping track of what has been refreshed and what still needs to be repurposed.
Set goals
Define clear objectives for your repurposing efforts that lay out what you want to achieve. This could be increasing website traffic, boosting engagement, or generating leads. Having these specific goals in mind will guide your repurposing decisions and help you measure the success of your efforts.
Create a schedule
Develop a repurposing schedule that outlines when and how you will repurpose content and where it will be shared. Consider factors like frequency, timing, and consistency in your plan. This will help you turn content repurposing into an integral part of your content strategy while staying organized and focused.
Choose your channels
Identify the channels and platforms where your repurposed content will be shared. Your target audience, their preferred channels, and the type of content that performs well on each platform should be key factors that inform this decision. Then you can tailor your repurposed content to maximize its impact and engagement on specific channels.
Repurposing content is one of the most efficient ways to extend the life of your content. It can help you reach new audiences and strengthen your brand. But it’s also important to avoid common mistakes like duplicating your content, neglecting your audience’s preferences, and failing to set clear goals.
Once you’ve identified your best-performing content and the right repurposing tactics for your blog, you’ll be able to plan a smart strategy and start creating high-quality content to resonate with your audience. Just remember that consistency, engagement, and value are the key to any successful blog, and you’ll be well on your way to achieving your goals.
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