Content marketing involves creating original, valuable content for your target audience. It is a strategy used to attract, engage and keep an audience by creating videos, blogs, newsletters, podcasts, social media posts and many more. This content is then shared online to convert prospects into loyal customers.
Of course, it requires a lot of time and resources to craft the perfect piece of content for your audience. And that’s not all, you need to compose this content regularly – in a wide variety of formats! So, why only post this content once to then forget about it forever?
The blog post you spent days researching for and writing, shouldn’t be gathering dust on page ten of your website. We can show you a way which will help you to slash hours off your content creation workload . Let us introduce you to the beauty of repurposing content.
WHAT IS REPURPOSING CONTENT?
Repurposing is the process of ‘recycling’ existing content, transforming it into a different format and distributing it amongst other channels. This is an essential element of any successful content marketing strategy.
It allows you to re-use that blog you worked so hard on, to serve multiple audiences via their preferred channel. Though this can be done with many content formats, as you will see from our ten easy examples further down.
WHAT CONTENT CAN I REPURPOSE?
You may be wondering, what content can be repurposed? Broadly speaking, content can be grouped into two main categories – topical and evergreen.
Topical content is timely, reactive marketing. It is generally composed in response to a current event or viral topic. Since it has an expiry date and will no longer be relevant, it cannot be used for repurposing.
In contrast to this, evergreen content has a much longer life span. It can be relevant for years to come if done correctly. Formats such as how-to guides will always be relevant to your customers. The information will remain correct and the topic is not time-sensitive. Evergreen content is much more valuable to a brand, as we can give it a new lease of life through repurposing.
Firstly, conduct a content audit to establish what you have to work with. Identify any reusable pieces. From here, use Google Analytics to determine which content performed well and would be worth repurposing.
HOW TO REPURPOSE YOUR EXISTING CONTENT
Take note of these ten simple repurposing ideas that can be added to your content plan.
- Turn Your Blog into Bite-sized Social Media Content
Take the top tips from your blog and convert them into graphics or infographics for social media. You can then refer people back to your blog to get the full picture.
- Create a Podcast or Video from Your Blog
Use a high-performing blog as the topic for your next podcast or YouTube video.
- Transcribe Your Podcast into a Blog
Similarly, you can transcribe a popular podcast into a new blog post.
- Capture Your Podcast In Short Clips
Pick out the best bits from your podcast and share these as video snippets across social media.
- Break Your E-Book Down Into Individual Articles
Create separate, in-depth, articles on specific topics from your company’s e-book.
- Share Internal Tests as Case Studies
Did your company carry out an A/B test on email subject lines or Google Ads headlines? Include the results as a case study in an article on this subject.
- Visual Content as a Pinterest Board
Exhibit images from a recent photo shoot in a Pinterest board.
- Tweet Your Statistics
Do you have thought-provoking statistics from research carried out by your company? Post these as easy-to-digest tweets in a series on the topic.
- Create an Online Course from Your How-to Guides
If your business has a wealth of knowledge captured in ‘how-to guides’, collate them into sections for an online course led by an industry expert.
- Answer Customer Questions in Your Blog
Gather frequently asked questions your team has received from customers on a specific topic and create a blog to address them.
As you can see, you don’t always need to reinvent the wheel to create great content.
BENEFITS OF REPURPOSING CONTENT
- Produces double the content with half of the time and resources usually required
- Boosts organic visibility and increases traffic to your site
- Targets your audience at the various stages throughout the buyer’s journey
- Increases reach by using various formats to meet audience preferences
- Drives brand loyalty and conversions
- Reinforces the message you are trying to communicate and keeps valuable content alive
We hope this has helped you to realise – it’s not all about what you have, but what you do with it, that matters most!
Author Bio: Katie McGarr is one of the resident writers for SPRINT DIGITAL Agency Dublin, a firm offering an extensive range of digital marketing and website services to businesses across UK, Ireland, and Continental Europe. She enjoys sharing her insights about blogging, web design, SEO, and other forms of digital marketing.