If you’ve ever spent any of your time actively creating different types of content, you’ll know that it isn’t as easy as it seems. In a world where information can move at the speed of light and you’re trying to engage with attention spans that are shorter than ever, it can seem impossible to create enough content that keeps you ahead of the curve. This is one of the many reasons that repurposing your content is a must!
When you know how, repurposing content is one of the best skills you can add to your arsenal. Not only does it allow you to give your old content a new lease of life, it also helps you to reach new audiences, maximises your time and effort, improves your SEO efforts and much more.
In this blog, we’re going to explore exactly why you should be repurposing your content.
First, we will take a look at the concept of repurposed content. Then, we’re going to go into the benefits of doing so and we’ll give you a comprehensive list of ways that you can repurpose your content.
Let’s get repurposing!
What is repurposing content?
Content repurposing (also known as content recycling) is the practice of reusing all parts or elements of the content that you’ve previously made to create new content. Repurposed content is usually transformed into a completely new format.
An example of this could be using the copy from a blog post and using that to help you build the copy for an email series or landing page.
The great thing about repurposing content is that it can be used in any way that you see fit. If you intend on repurposing your content, it’s a good idea to create all of your content to be easily broken down and used elsewhere.
By making sure that the content you create is evergreen and easily applied to other formats (where possible) is a surefire way to hit the ground running with your content creating and repurposing.
The benefits of repurposing your content
46% of marketers believe that repurposing your content is more effective than starting from scratch each time. And, 65% also agree that it is more cost effective to repurpose your content than to create new pieces constantly.
With those statistics alone, you can tell that repurposing your content is worth your while. However, that is just the tip of the iceberg in terms of what content repurposing can do for you.
Let’s take a look a what else content repurposing has to offer:
Expanded reach and increased visibility
Repurposing content allows you to reach a broader audience by presenting your message in different formats and across various platforms.
By adapting your content to suit different mediums, you can engage with new audiences who may prefer video, audio, infographics, or social media posts. This expanded reach leads to increased visibility for your brand, driving more traffic and attracting potential customers.
Repurposing content can significantly boost your SEO efforts. When you repurpose content, you create multiple entry points for search engines to discover and index your material.
By utilising different keywords, headlines, and meta descriptions, you enhance your chances of ranking higher in search engine results pages (SERPs). This, in turn, drives more organic traffic to your website or digital platforms.
- Related content: How To Optimise Blog Posts For SEO
Maximises your time and resources
Time is money and we don’t want to waste either of them. Rather than creating new content from scratch, you can repurpose existing material, saving considerable time and effort.
You can focus on enhancing and adapting the core message of your content rather than starting from square one. This efficiency allows you to consistently produce quality content while freeing up time for other essential tasks.
Improves organic traffic
With so much content to consume online, it can be hard to garner the kind of organic traffic that you’re looking for. Traffic will always have its ebbs and flows, with periods of strong performance followed by some moments that can feel a little stagnant.
Repurposing content comes to rescue you here! Repurposing various pieces of content across various forms can greatly enhance your organic search results. Additionally, it improves your chances of showing up for specific search terms.
Increased engagement and customer interaction
Building a relationship with your consumer is imperative, whatever your marketing strategy. Repurposing your content enables you to engage with your audience on a range of platforms.
Different people consume content in different ways and by repurposing, you cater to their preferences. For example, visual learners may prefer infographics or videos, while others may enjoy reading blog posts or listening to podcasts.
By providing content in various formats, you encourage more interaction and engagement, ultimately deepening the connection with your audience.
5 ways to repurpose your content
Now you know that if you’re not already, you should absolutely be repurposing your content. When it comes to content, if you can imagine it, you can make it. The world is your oyster when it comes to content creation and repurposing.
With that being said, here are some creative ways to repurpose your content to get you started!
Make it accessible for the different types of learning
With all of the different learning styles that people can have, it’s important to make sure that your content can speak to your audience, regardless of the ways that they consume content best. There are a few ways to do this, you just have to use your imagination!
Have you got a blog that is filled with statistics? How about turning it into an infographic?
What about some recorded webinars? They would be perfect to cut down and turn into video snippets that you can post on your social media channels!
E-books & How to guides
Consolidate a series of related blog posts, articles, or whitepapers into comprehensive eBooks or guides.
Arrange the content in a logical flow, add some additional insights, and create visually appealing designs to enhance the reading experience.
This repurposed content can serve as a valuable lead magnet, helping you generate leads and establish your expertise in a particular subject area. Two birds with one stone!
User generated content
Your customers will also provide you with content that you can repurpose. You can use any of the feedback that you receive from any of your customers to your advantage.
Post a product review on your instagram, turn one of their quotes into a tweet, add one of their experiences into your next email - if you received it from your customer, you can turn it into whatever you want!If you’re not familiar with user generated content, we have a blog here that tells you all about what it is and how you can employ it within your marketing strategy.
Convert data into infographics
If you have research reports, surveys, or data-rich content, transform the information into visually appealing infographics. In a world where attention spans are short, we all love being able to quickly digest information while still maintaining full understanding. Infographics allow us to do just that!
Summarise key findings, highlight trends or statistics, and present them in an easily digestible and shareable format.
Infographics are highly engaging and can be shared on social media, embedded in blog posts, or included in email newsletters, allowing you to present complex information in a visually appealing manner.
Webinars > Video
If you've delivered webinars, presentations, or conference speeches, consider repurposing them into on-demand videos.
Edit the recordings to enhance the viewing experience, add visual elements like slides or graphics, and upload them to platforms like YouTube or your website. These repurposed videos allow you to extend the life of your live presentations and reach a wider audience beyond the original event.
You could even take some inspiration from us and turn that content into your own academy! If you have enough evergreen content that educates others, why not?
Have you got some repurposing to do?
Repurposing content allows you to expand your reach, improve your SEO and organic traffic, maximises your time and effort and improves your engagement. All while saving you content creation time to allow you to go and hit your other business goals!
Now that you’ve reached this point in the blog, you know all about the benefits of repurposing content and you have 5 creative ways that you can use immediately to repurpose your content.
So, what are you planning to do first? Are you going to slice up some webinars to turn them into videos? Or, is an e-book tickling your fancy?
If you would be interested in a little more guidance in terms of your marketing, our Marketing Automation Academy just might be the perfect place for you.
The Marketing Automation Academy provides a comprehensive, detailed and effective membership that covers all things marketing. From strategy to implementation, copywriting and the tech.
In the Academy you will find lessons, guides, weekly challenges and the support of your favourite team of Ninjas to guide you through.
Whatever you choose to do next, go forth and prosper in the land of content repurposing!
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