In the fast-paced world of digital marketing, the concept of “content is king” is more relevant than ever. However, consistently creating fresh content can be resource-intensive. That’s where repurposing content comes in—a strategy that smart content marketers, small business owners, and digital marketers can use to extend the life and reach of their existing content.
Today, I’ll explore the benefits of repurposing content and provide a step-by-step process to make the most out of your existing materials, repurposing them to help you get new social media followers, more web traffic and leads and, ideally, more customers.
Let’s go!
7 Benefits of Repurposing Your Content
Let’s start with the top 7 benefits of repurposing your website content.
1. Increases Longevity and Relevance
Repurposing content can breathe new life into old topics, ensuring your insights remain fresh and valuable to your audience. Even though it may have been written earlier, repurposing content as a “revisiting” or “remember when” can give it a second life.
2. Reaches New Audiences
By adapting content into different formats, you can engage with diverse audiences across various social media platforms and channels. Take an old evergreen blog post and turn it into an Instagram carousel, an infographic, or a YouTube video and reap the rewards.
3. Saves Time and Resources
Leveraging existing content reduces the workload on your team, allowing you to focus on other important marketing tasks. Taking an existing piece of content and playing around with it could take less than an hour. That’s easier than coming up with a fresh new topic.
4. Boosts SEO
New formats and platforms mean new backlinks and keywords, which enhance your site’s search engine optimization (SEO). However, remember to avoid completely copying your content verbatim, as this could actually harm your SEO efforts.
5. Reinforces Brand Identity
Consistent messaging across different content formats strengthens your brand identity. If you talk about a specific topic on your website, repurposing it for other channels will definitely help cement your brand.
6. Creates Insights for Future Content
Understanding which repurposed content performs well provides valuable insights for future content creation strategies. For example, if you see that you get a boost with your repurposed content that focuses on a specific subject, you can then create a content calendar that includes that subject in multiple future posts.
7. Increases Social Media Followers
More formats mean more opportunities to attract followers and subscribers through engaging content. I’ve said it before; the more content you post on your social channels, the more exposure you’ll get, which will better your chances of getting more customers.
But How Do You Identify Content Worth Repurposing?
Not all content is created equal, especially when it comes to repurposing. So, keep in mind some specific factors when deciding which content to repurpose:
- High-Performing Content: Identify blog posts, videos, or podcasts that have consistently attracted high traffic or engagement and repurpose that. If a blog post, for example, got a lot of web traffic, then repurpose that into an infographic. If a short video on YouTube received a large number of views, then repurpose that into an Instagram story.
- Evergreen Topics: Content that remains relevant over time is ideal for repurposing.
- Trending Topics: Revitalize content in a way that aligns with current trends. For example, if you’ve written about the top cookie recipes for Christmas, you can do it again around Christmastime with new recipes.
4 Easy Steps for Repurposing Content
Okay, so you want to repurpose your content. How can you do it? Well, follow these four steps.
1. Choose the Right Content
Review your analytics to find content that has performed well. Look for content that has garnered the most views, the most likes, the most impressions. Look for those evergreen topics that align with your current marketing goals, and now you’ve got your basis for a new content piece based on an older one.
2. Understand Your New Audience
Consider who will benefit from the repurposed content. Tailor the message and format to meet the needs of this audience. For example, if you had a blog post that was called “5 Tips for Buying a House in Mississauga” and you want to repurpose that content to “5 Tips for Buying a House in Whitby,” you’ll need to make adjustments to account for the different location.
3. Select the Best Format
Think beyond text and explore other media types. Could a blog post become a podcast episode? An infographic for social media? A static page to a LinkedIn carousel? Make sure you pick the format that will best resonate with your target audience.
4. Update and Optimize for New Platforms
Ensure the content is updated with the latest information and optimized with relevant keywords for improved SEO on new platforms. Remember, repurposing isn’t just copy and pasting. You need to put some effort into it to make sure that you’re offering value to your readers or viewers.
Tools and Resources for Content Repurposing
Here are some useful content repurposing tools to put on your radar:
- Canva: For creating infographics and social media graphics.
- Hootsuite: For managing social media distribution.
- Adobe Premiere Pro: For editing video content.
- Spotify for Podcasters: For turning written content into engaging podcasts.
- BuzzSumo: For finding trending topics and top-performing content ideas.
As I said,repurposing content is not just about recycling old ideas; it’s about maximizing their potential across various platforms and reaching new audiences. By following the outlined steps, you can extend the life of your content and glean valuable insights for future strategies.
For more support in creating digital content that can drive web interactions and traffic for your small business, reach out to Numero Uno Web Solutions today!
