Content Repurposing

Content Repurposing

Jul 02, 2023

Content repurposing is your golden ticket to squeezing every last drop of value from your existing content. Imagine that blog post you spent hours creating, that insightful webinar you hosted, or that whitepaper that garnered a handful of downloads.

Now, imagine them transforming into brand-new content formats, reaching new audiences, and driving even more engagement. That's the magic of content repurposing! "But isn't that just recycling old content?" you might ask.

Not quite! Content repurposing is more like giving your content a superpower. It's not merely rehashing old ideas; it's about repackaging them in a fresh, exciting, and engaging way that resonates with different audience segments.

Like a chef turning last night's roast into a gourmet sandwich, it's about being creative and making the most of what you have.

Why is this so important? Two words: Organic Visibility!

You see, repurposing content helps you maximize your SEO efforts. Different content formats can rank for different keywords, expanding your potential to appear in various search results.

Further, chances are your audience is everywhere - on social media, blogs, podcasts, webinars, and newsletters. With content repurposing, you can meet them wherever they are, in the format they prefer.

Talk about being everywhere at once! Also, let's not forget about time and resources. Content creation can be a beast. It's time-consuming, resource-intensive, and let's be real, sometimes downright exhausting!

Content repurposing can lighten the load, helping you create more with less. It's like having a cloning machine for your content.

In this special report, we'll take a close look into the practical, actionable strategies you can start implementing today to unlock the massive potential of content repurposing. Get ready to boost your organic visibility, reach more audiences, and make your content work harder for you.

Understanding Content Repurposing

In its essence, content repurposing is the practice of reusing and remixing your existing content into different formats or mediums.

It's about taking that dynamite blog post or that power-packed podcast episode and repackaging it into a new form that can be consumed by a different audience, on a different platform, or even in a different context.

But remember, it's not simply about regurgitating the same content - oh no! - it's about reshaping and rejuvenating it in a fresh, exciting manner. Content repurposing, though a popular buzzword, isn't a new concept. It's grounded in the age-old wisdom of 'waste not, want not.'

Just as you wouldn't throw out a perfectly good piece of furniture when you could repaint it, refinish it, and give it new life, why would you create a piece of content only to use it once and then leave it to collect digital dust?

Now, some myths have been swirling around content repurposing that need to be busted.

First off, it's not a lazy marketer's shortcut. It requires creativity, strategic thinking, and a deep understanding of your audience's preferences and consumption habits.

Secondly, it's not about spamming all your channels with the same content. On the contrary, it's about tailoring your message to suit the medium, ensuring each piece of repurposed content delivers unique value.

Content repurposing, when done right, doesn't dilute your brand message; it amplifies it. It's like a symphony orchestra, where every instrument - though different - plays in harmony to create a beautiful and coherent piece.

Similarly, your original content is the composition, and your repurposed pieces are the instruments, each playing its part to enhance and spread your message far and wide.

Imagine a world where your content is not confined to one platform, one format, or one audience. A world where your content, like a chameleon, adapts and evolves, continually finding new ways to engage and inspire.

That's the world of content repurposing - a world of boundless possibilities and untapped potential. As we continue, remember this: content repurposing is not a nice-to-have - it's a must-have in your content marketing toolkit.

It's the key to unlocking a world where your content works harder, reaches further, and impacts more people with less effort.

The Benefits of Content Repurposing

Let's talk about SEO (Search Engine Optimization). By repurposing content, you're spreading your keyword net wider, improving the chances of your content being discovered by search engines.

New formats and platforms mean new opportunities to rank for a diverse range of keywords. And let's not forget about backlinks. More pieces of content mean more chances for others to link back to your work. Win-win!

Next, let's discuss audience reach. Every person has a unique preference for consuming content, right? Some people love reading in-depth blog posts, others enjoy infographics, while some may prefer a podcast to listen to during their commute.

Content repurposing allows you to meet your audience where they are, in the format they prefer, increasing the likelihood of engagement.

On to reinforce your message. Ever heard of the 'Rule of 7' in marketing? It suggests that a prospect needs to hear your message at least seven times before they take action. Repurposing content allows you to present your key messages in different ways and on different platforms, reinforcing your message without sounding like a broken record.

The next benefit? Efficiency. Creating high-quality content from scratch requires significant time and resources. By repurposing content, you're making the most of the effort you've already invested, enabling you to produce more content in less time. It's all about working smarter, not harder!

Finally, content repurposing helps you stay relevant and consistent. By having a stockpile of repurposed content at the ready, you can ensure a steady stream of fresh, engaging content that keeps your brand top-of-mind for your audience.

The beauty of content repurposing lies in its versatility - it's a strategy that works for businesses of all shapes and sizes, across all industries.

Whether you're a small start-up or a multinational corporation, content repurposing can revolutionize your content marketing strategy, leading to improved SEO, expanded reach, increased efficiency, and so much more.

Identifying Repurpose-Ready Content

It's time to help you uncover the treasure within your existing content trove. You see, not all content is ripe for repurposing, and selecting the right pieces is an art in itself. So, let's learn how to spot those hidden gems!

First and foremost, let's talk about performance. Your high-performing content, the pieces that have garnered a significant number of views, shares, likes, or comments, are prime candidates for repurposing. Why? They've already proven to resonate with your audience.

Transforming them into different formats will allow you to leverage their success across multiple platforms.

Next up, look out for evergreen content. This is the content that remains relevant regardless of when it's consumed. It's not tied to trends or time-sensitive events.

Educational articles, how-to guides, and foundational pieces about your industry or business typically fall into this category.

Repurposing evergreen content ensures that your message remains fresh and valuable for years to come.

Don't overlook your comprehensive pieces either. Long-form content like e-books, whitepapers, or exhaustive guides is treasure chests of smaller, repurposable nuggets. You can break these down into bite-sized blog posts, infographics, or social media updates, reaching different audience segments with easily digestible content.

Also, keep an eye out for user-generated content (UGC). These could be testimonials, reviews, or social media mentions. UGC can be transformed into case studies, social media posts, or even video testimonials, adding an authentic voice to your brand narrative.

Lastly, consider content that didn't perform well but had potential. Perhaps it was a great topic but the wrong format for your audience. Repurposing it into a different format might just give it the second wind it needs!

Identifying repurpose-ready content isn't a one-size-fits-all process - it requires a deep understanding of your audience, your content, and your overall marketing goals.

But with the right approach, you can unearth the gold within your content mine, ready to be refined and reshaped through the alchemy of repurposing.

Content Repurposing Strategies

Firstly, think about turning your blog posts into infographics. Infographics are a visually engaging way to represent information quickly and clearly.

Do you have a blog post packed with statistics or a step-by-step guide? An infographic might be the perfect alternative format.

Next, why not consider transforming your podcasts into blog posts or vice versa? Some people prefer reading over listening, and some vice versa. By providing both formats, you're expanding your content's reach and accessibility.

Third, webinars can easily become YouTube videos or even a series of shorter video clips for social media. Also don't forget the valuable Q&A sessions - they can be turned into a FAQ page, a series of blog posts, or even social media posts!

Fourth, turn your long-form content into a series of blog posts or emails. Remember those comprehensive pieces we talked about in the last section? Break them down, and you've got yourself a series of blog posts or even an email course.

Fifth, repurpose user-generated content into case studies, testimonials, or social media posts. UGC adds authenticity to your brand and can be a powerful trust-building tool.

Lastly, transform your data and research into visually appealing content.

Do you have some original data or conducted a survey? Turn those numbers into charts, graphs, or infographics to make them more digestible and shareable.

Remember, content repurposing is an art - it's about creatively adapting your content to suit different platforms, audiences, and preferences. So, don't be afraid to experiment and think outside the box!

Tools and Resources

Let's turn our attention to the tools and resources that can make this process even more seamless.

Tools like Canva and Piktochart are fantastic for creating stunning infographics, social media images, and more. They come with a host of templates that make design a breeze, even for the non-designers among us.

Links: https://piktochart.com and https://Canva.com

Next, we have video editing tools. Platforms like Adobe Premiere Rush can help you transform webinars into engaging videos or create bite-sized clips for social media.

Link: https://www.adobe.com/products/premiere-rush.html

For transcribing audio and video content, tools like Rev and Otter.ai are excellent.

Links: https://www.rev.com and https://get.otter.ai

You can also use Google’s AI to convert speech into text!

Check it out: https://cloud.google.com/speech-to-text

All of the above tools will help you quickly transform podcasts and videos into text-based content like blog posts or social media updates.

If you're looking to turn your blog posts into email series or vice versa, email marketing tools like MailerLite or ConvertKit can be your allies.

Links: https://www.MailerLite.com and https://www.ConvertKit.com

They offer easy-to-use templates and automation features to make email marketing simple and efficient.

For repurposing user-generated content, social listening tools like Mention or Brand24 can help you track what's being said about your brand online, making it easier to find and repurpose UGC.

Links: https://mention.com/en/blog/reuse-content/ and

https://brand24.com/blog/grow-your-audience-with-social-media-monitoring/

Finally, don't forget the power of content management systems (CMS) like WordPress or HubSpot.

Links: https://www.Wordpress.com (or Wordpress.org for self-hosted websites) and https://www.hubspot.com

These platforms can help you manage, schedule, and publish your repurposed content with ease.

Measuring Success

Now it's time to address a crucial aspect of content repurposing - measuring success. After all, we can't improve what we can't measure, right?

To start, let's talk about audience engagement. You've repurposed your content to reach a wider audience and drive more engagement, so this should be your first port of call.

Are your infographics getting shared on social media?
Are your repurposed blog posts driving comments and discussions?

This feedback can provide valuable insights into what resonates with your audience.

Next, keep an eye on traffic metrics. Using analytics tools, you can monitor the number of page views, unique visitors, and the bounce rate of your repurposed content. An increase in traffic or a decrease in bounce rate can indicate that your repurposed content is hitting the mark.

Don't forget to track SEO metrics too. Has your repurposed content improved your search engine rankings? Are you seeing more organic traffic? Tools like Google Analytics and SEMrush can provide valuable insights into these metrics.

Fourth, look at conversion rates.

Are your repurposed pieces driving leads or sales? For instance, if you've repurposed a blog post into an email series, monitor the click-through and conversion rates of those emails.

Lastly, consider the time and resources saved.

Content repurposing should make your content creation process more efficient.

Are you able to produce more content in less time?

This might be a little harder to quantify, but it's a significant indicator of the success of your repurposing efforts. Remember, measuring success is not a one-and-done activity. It's an ongoing process that involves monitoring, analyzing, and tweaking your strategies based on the results.

Putting it all Together

To get started you want to conduct a thorough content audit. Catalogue your existing content, noting the performance metrics of each piece.

Look for your high-performers, evergreen content, comprehensive pieces, and user-generated content. This will help you identify the pieces ripe for repurposing.

Next, decide on the formats and platforms you want to explore. This will depend on your target audience and their content consumption preferences.

Remember, the goal is to meet your audience where they are, in the format they prefer. Once you've identified the content and formats, it's time to create your repurposed content.

Use the strategies we've discussed - turn blog posts into infographics or videos, create email series from comprehensive pieces, turn user-generated content into testimonials, and so forth.

With your repurposed content ready, it's time to publish and promote. Use your chosen platforms to share your content, and don't forget to promote it across your other channels as well.

The aim is to maximize visibility and reach. Once your repurposed content is out in the world, it's time to monitor and measure it.

Use the metrics we discussed in the last section - audience engagement, traffic metrics, SEO metrics, conversion rates, and time and resources saved - to assess the success of your repurposing efforts.

Finally, refine and iterate. Use the insights you gain from your measurement efforts to refine your repurposing strategies.

Remember, content repurposing is a dynamic process - it's all about learning, iterating, and improving.

And there you have it! You're now equipped with a robust action plan for your content repurposing journey. But remember, this isn't the end - it's just the beginning!

Content repurposing is an ever-evolving world, always presenting new opportunities and possibilities.