In the ever-evolving world of digital marketing, content remains king. The thing is, there’s just so much of it! Everyone and their dog now has a blog and a social media presence and a mailing list and a fleet of carrier pigeons… ok, maybe not that last one. Standing out in the crowd is no longer just about creating the best content — it’s about making sure that content is everywhere, all at once.
Problem is: creating content is hard! It takes a long time, it costs a bunch of cash, and you need people who know what they’re doing to create top-notch stuff. But, this is where content repurposing comes into play — a strategy that allows you to maximize the impact of your existing content by giving it new life across different platforms and formats.
In this blog, we look at what content repurposing is, why it’s beneficial, and how you can use it to spread your hard work far and wide!
What is content repurposing?
Content repurposing is as simple as it sounds. It’s about taking content you have already produced and then tweaking it for different platforms and formats.
Content repurposing isn’t just about recycling old material though. It’s about leveraging what you already have to reach new audiences, reinforce your message, and drive engagement. It’s a thoughtful, deliberate process that makes the most of the content you have while transforming it into something new.
What are the benefits of content repurposing?
Before diving into the strategies for repurposing content, let’s briefly explore why it’s such a valuable practice for marketers of all kinds. These include:
- Extended reach
- Improved SEO
- Time and cost efficiency
- Consistency
Extended reach
Repurposing content allows you to reach new audiences who may not have come across your original work. By adapting your content to different platforms and formats, you increase its visibility and potential for engagement.
Improved SEO
We’ve droned on about SEO far too much already but it is kind of our bread and butter! And when you repurpose content across various channels, you create more opportunities for backlinks and social shares, which can positively impact your search engine rankings.
Time and cost efficiency
Repurposing content saves time and resources compared to creating entirely new material. You’ve already done the hard work of research and content creation — now, it’s about giving that content a new lease of life.
Consistency
Maintaining a consistent presence across multiple channels is crucial for brand visibility and audience retention. Repurposing content helps you stay consistent without burning out your creative team.
How to repurpose content for maximum impact
Ok, now that we’ve established the value of content repurposing, let’s delve into some practical strategies to make the most of your existing content.
- Audit your existing content and identify repurposing opportunities
- Tailor content for different platforms
- Update and refresh evergreen content
- Create multimedia content from existing assets
- Repackage content into new formats
- Leverage user-generated content
Audit your existing content
Begin by taking stock of your current content library. Identify high-performing pieces that have the potential to be repurposed and those that can be updated or refreshed to align with current trends or audience interests.
Identify repurposing opportunities
Once you’ve audited your content, brainstorm different ways to repurpose it. Consider transforming a blog post into an infographic, a podcast episode, or a video tutorial. Look for opportunities to break down lengthy pieces into tasty bite-sized chunks for social media or email newsletters.
Tailor content for different platforms
Each social media platform and digital channel has its own unique audience and content format preferences. For example, LinkedIn prefers text, whereas Instagram is all about images and snappy videos. Take some time to determine which platforms fit your purposes best, then tailor your repurposed content to fit the nuances of each platform.
Update and refresh evergreen content
Certain types of content, such as guides, tutorials, and case studies, have a longer shelf life than others. Periodically revisit and update these evergreen pieces to ensure they remain relevant and valuable to your audience.
If you’re looking for more info on everything to do with evergreen content, make sure you check out our recent blog post on the topic!
Create multimedia content from existing assets
Take advantage of multimedia formats to repurpose your content creatively. Just because you’re a wordsmith by heart, it doesn’t mean you need to stick to just written content. Video content, for example, has a reach of over 92% of internet users.
Convert blog posts into podcasts or video presentations, or transform data from reports into visually engaging infographics or slideshows.
Take advantage of AI
Whatever your views on AI, it is undeniable that it’s a powerful tool for marketers. And it can really help when it comes to content repurposing. We can’t all be video and audio editing geniuses and many people won’t feel comfortable in front of a camera or lending their voice to a webinar.
There are loads of AI tools out there that can help you to repurpose your content into new formats. Whether that’s using AI to create imagery, add a voiceover, or produce a whole video, find what works for you!
Repackage content into new formats
Experiment with repackaging your content into different formats to appeal to different learning styles and preferences. This is slightly different from changing things up for socials or transforming your content into something entirely new like video.
For example, compile a series of related blog posts into an ebook or turn a webinar recording into a series of blog posts or podcasts.
Leverage user-generated content
You can also repurpose content that you yourself haven’t produced with user-generated content (UGC). Encourage your audience to create content related to your brand or products and leverage it in your marketing efforts. User-generated content can be repurposed across your social media channels, websites, and email campaigns, providing authentic endorsements and social proof.
Just remember to credit whoever made the content, ask their permission to use it for your own purposes, and be clear when you are sharing content that you didn’t create.
Monitor performance and iterate
Track the performance of your repurposed content across different channels and formats. Pay attention to engagement metrics, such as likes, shares, comments, and click-through rates. Then, use this data to refine your repurposing strategies and optimize future content efforts.
Start repurposing content today
And there you have it — your whistle-stop tour of content repurposing! Just remember to stay creative and experimental with your repurposing efforts, and don’t be afraid to repurpose content multiple times in different formats and contexts. With the right approach, content repurposing can become a cornerstone of your marketing strategy, helping you achieve your business objectives more efficiently and effectively.
For even more content marketing tips and tricks, make sure you explore the rest of the Scribly blog!
