Have you ever found yourself recreating content on the same topic for different platforms? In doing so, have you found the whole process tedious and redundant? If that is the case, you are not the only one going through these problems. As a content marketer or curator, it is very easy to face a series of challenges including content redundancy when trying to follow your content distribution strategy. However, this shall not stop you from scaling your content. Content repurposing is a genius concept which allows you to distribute content across multiple platforms, so you do not have to create content from scratch every time. Thus, you can use the basic content framework and information to reach a myriad of audiences across various platforms without putting in too much, repetitive effort.
In this blog post, we will discuss what is content repurposing and the best practices for achieving content repurposing to grow your blog.
What is the Concept Behind Content Repurposing?
Repurposing content, also known as recycling content, is the method of reusing all of your existing content or elements of your existing content relevant for various publishing platforms. In this practice, content is repurposed and transformed into a new format according to the requirements of the publishing platform or goal of publishing. For example, if you want to repurpose your blog content, you can use some chunks of the blog content to create an infographic, video, webinar or social media post.
Benefits of Content Repurposing
Content repurposing has tons of benefits. The top benefit is that it is much easier to repurpose content for scaling than creating content from scratch. Thus, you do not need to create a fresh new post every time. You can use the basic content framework to shoot a new video, create an infographic or launch a webinar for your audience.
Here are some of the top benefits of content repurposing:
Sustainable SEO Boost
Creating multiple content pieces that offer insightful and helpful information around the same topic helps in generating authority among your audience. Moreover, it helps you accurately target and dominate a desired keyword for SEO boost. Thus, your repurposed content can not only generate website traffic from your secondary traffic sources like social media. In fact, it can generate website traffic directly from SERPs.
Connecting with New Audience
Content repurposing allows you to tap into new kinds of audience. Your existing, single blog post on a topic might be able to generate interest among a specific audience. However, content repurposing allows you to reach and connect with target audiences spread across social media platforms, streaming platforms and visual platforms as well.
Homogenize and Reinforce Your Message
Achieving homogeneity in your content during scaling is a big challenge. You have to make sure that your message resounds the same across all platforms while also keeping the respective audience’s interest in view. Similarly, Marketing’s Rule 7 also indicates that your customers must come across your brand message at least 7 times before they make a purchase decision. Content repurposing helps you homogenize and re-circulate your message so more and more people can view it multiple times. [1]
Content repurposing allows you to publish quality content across various platforms. Thus, it helps you gain better niche authority around a certain topic. Therefore, when people read your content, they will regard you as an expert on the subject matter.
Best Practices for Content Repurposing
If you are wondering how to repurpose content, this blog post has got some great tips on content repurposing for you. So, here we go:
Write on Evergreen Topics
Evergreen topics help you stay in the reader’s view for a long time. It is recommended to find evergreen content topics for your repurposing content on your website. For example, instead of writing about new product launches, you can shift your content creation focus on educating the product owners on how to maintain their product. The educational and informative type of content is usually evergreen content as it stays helpful no matter what type of new advancements are made in new launches.
Publish New Blog Posts
Another great content repurposing tool in your arsenal is to publish new blog posts and articles. For example, you can create a listicle article and then extend on each of the categories of the listicle as separate blog posts. This branching away approach of content series allows you to repurpose your content for better niche authority and higher traffic reach. Once you are done with entries of the series content, you can create a summary post and ask for new blog series recommendations from your audience.
Go Visual with Presentations and Graphics
Content repurposing helps you in creating a presentation, actionable advice, quotes, effective slides and more. Thus, these things make your content look more presentable so your audience can easily read the gist of it. You can use content repurposing software like photo editors such as CANVA to create infographics, posts, presentations, and more according to your needs. Moreover, you can create instructographic and instructional visuals for reposting content on Quora or Reddit.
Review, Polish and Repost Old Posts
This is one of the oldest and most popular practices in content repurposing. If you have previously written content about how to alleviate anxiety, you can revisit the same old post and introduce new information about recent advancements in anxiety diagnosis, treatment, and management. It helps in fact-checking as well as in improving your content quality. Similarly, you can also reshare the improved posts or existing posts on social media with some new twists.
Start a Daily eMail Series
An eMail series is a great way to personally stay in touch with your audience. Create bite-sized chunks from in-depth articles and blog posts. Share these information chunks in the form of interesting news with your eMailing list members. This method helps you close more leads and offers better relationships building with potential customers.
Recommended Read: Is Email Marketing Still Worth It?
Write eBooks, Shoot Videos and Hold Webinars
Creating an eBook allows you to repurpose your content in more detail and insight. It is a great way to create an additional revenue stream.
When you organize webinars, you can use chunks of the session to use as videos to repost on your social media or blog posts. Similarly, you can create guest posts to reach more audience from other blogger’s pool of audience.
Speed Up Content Repurposing Using AI Creative Assistant
One of the best ways to repurpose content while maintaining factual accuracy and homogeneity is to use AI creative assistant. Our AI creative assistant helps you in speeding up your content repurposing efforts, so you can improve your content distribution across various channels such as emails, social media, videos, new blog posts and more.
Wrapping it Up
The practice of content repurposing and how it is a genius idea for content marketing professionals. Follow the above-mentioned best practices to achieve content repurposing for optimized results.
Frequently Asked Questions about Content Repurposing
How do You repurpose existing content?
Repurposing existing content is easy and can be done in the following ways:
- Write and publish new blog posts or articles
- Create a compelling presentation
- Go visual with infographics and instructographics
- Review, improve and repost old posts
- Repost and re-share on social media
- Repost content on Quora and Reddit
Is it OK to repurpose content?
Yes, it is perfectly OK to repurpose your content to use on different platforms. In fact, repurposing content is very beneficial for content scaling. Thus, you do not need to write new blog posts, shoot new videos, and design new visuals. You can simply repurpose the basic content in different ways to post on different platforms.
Which content should you republish?
The type of content you shall repurpose depends upon your email conversion analytics and social media performance data. Both these data points help in identifying what type of content repurposing you can do which is best suited for the interest of your readers.
Social media content repurposing is achieved through the following methods:
- Post or Share Twitter Threads
- Post across your live streams
- Turn your content into a GIF
- Offer helpful answers to questions
- Repurpose content for Instagram
- Prepare a video from your webinar
References:
[1] Marketing’s Rule of 7 – IlluminationMarketing
