If you want your content to reach more people and have a greater impact, you need to start thinking about ways to repurpose it. Too often, businesses create great content and then let it die a slow death. But if that content is repurposed and shared across different channels, it can live on long after it was first published. In this blog post, we’ll discuss how to develop a plan for repurposing your content so that you can achieve better results.
What is repurposing content?
The act of taking an old blog post, or that great Instagram photo from last year, and using it again in a new way. For many content marketers, repurposing content is a dream come true. It’s a way to extend the life of your content, and get more mileage out of the ideas you already have. And who doesn’t love a good shortcut?
But there’s more to repurposing content than just reusing old material.
Why Is Content Repurposing Important?
When done well, repurposing content can help you to connect with new audiences, and breathe new life into your brand. It’s a way to keep your content fresh, and to ensure that you’re always providing value to your readers. Done poorly, however, and repurposing content can feel like a cheap gimmick.
Examples of repurposing blog content:
- Writing a blog post and turning it into a SlideShare
- Turning a blog post into a video
- Rewriting an old blog post as a new article or a list post
- Posting blog post photos or videos to a post on Instagram, Facebook or other social media platforms.
- Creating a podcast episode from an old blog post
- Quoting from old popular post in a new tweet or as another social media post.
Best Practices to repurpose content?
When you’re thinking about how to repurpose your content, it’s important to keep a few best practices in mind.
Make sure that the type of content you’re repurposing is still relevant and interesting. There’s no point in sharing old news that nobody cares about.
- Be sure to add your own spin to the content you’re sharing. Don’t just regurgitate the same old thing in a new format.
- What works on one platform may not work on another. That’s why it’s so important to adapt your content to each format.
- Not all of your content needs to be repurposed all at once. You can break it up into smaller pieces and share it over time.
- Visual content like infographics, images, and videos are more likely to be shared than text-based content. If you want your repurposed content to be successful, make sure to include visuals.
- A great headline can be the difference between getting clicks and being ignored. So be sure to put some thought into your headlines, and make them as attention-grabbing as possible.
- Guest posting is a great way to reach new audiences. When you’re repurposing content for guest posts, be sure to focus on the needs of the publication you’re writing for.
- Email newsletters are a great way to keep your audience engaged. When you’re repurposing content for your newsletter, be sure to focus on the most popular and timely topics.
How can you make sure that your repurposed content hits the mark?
Here are a few tips:
- Make sure that your repurposed content is relevant to your target audience. Just because you think it’s a great idea doesn’t mean that your target audience will agree. Ask yourself whether the content is something that they would actually want to see.
- Keep it fresh. Don’t just regurgitate the same old thing in a new package. Think about how you can put a new spin on the material, or how you can add additional value. This could be anything from updated statistics to new case studies.
- Be creative. If you want your repurposed content to stand out, you need to be creative in how you present it. This could mean creating an infographic from an old blog post, or turning a series of tweets into a video clip. Get creative and create evergreen content.
Repurposing content can be a great way to get more mileage out of your existing material. Just make sure that you’re doing it in a way that will actually benefit your audience.
Benefits of repurposing content
One of the primary benefits of repurposing content is that it’s cost-effective. Creating new content from scratch can be time-consuming and expensive. By repurposing existing content, you can save time and money while still delivering fresh, relevant content to your audience.
You Can Reach a New Audience
When you repurpose content, you also have the opportunity to reach a new audience. For example, if you have a blog post that performs well, you can turn it into an infographic or a video and share it on social media. This will help you to reach people who consume content in different ways and may not have seen your original blog post.
It Can Help You Rank Higher in Search Results
Another benefit of repurposing content is that it can help you rank higher in search results. Search engines like Google loves fresh content, so by updating your old blog posts and adding new keywords, you can help your website to rank higher in search results. This will result in more organic traffic to your website and more leads for your business.
You Can Increase Engagement
When you repurpose content, you also have the opportunity to increase engagement with your audience across different marketing channels. For example, if you turn a blog post into a video, you can include calls to action (CTAs) throughout the video that encourage viewers to like, comment, and share. This will help to increase the reach of your video and get more people talking about your brand.
It Can Help You Build Authority
Repurposing content can also help you build authority in your industry. By creating high-quality content that provides value to your audience, you can position yourself as an expert in your field. This will make people more likely to trust your brand and do business with you in the future
Myths of Repurposing Content
When it comes to repurposing content, there are a few myths that need to be debunked.
Repurposing content is a lazy way to create new content.
Repurposing content is not a lazy way to create new content. It’s actually a smart way to get the most out of your existing material.
Repurposed content will be lower quality than original content.
Repurposed content can be just as good as original content, if not better. The key is to make sure that you’re adding value when you repurpose content.
Repurposing content is only for small businesses.
Repurposing content is not just for small businesses. Any business can benefit from repurposing content. In fact big businesses like Coca Cola and Red Bull have been doing it for years.
It’s easy to repurpose content.
Repurposing content is not always easy. It takes time, effort, and creativity to do it right. But the rewards are worth it.
Repurposing content is a waste of time.
Repurposing content is not a waste of time. In fact, it can save you time and money while still delivering fresh, relevant content to your audience.
In conclusion, now that you know the importance of repurposing your content, the best practices and benefits, it’s time to develop a plan. Start by taking inventory of your existing content and brainstorming ways you can repurpose it. Then, create a schedule and start repurposing your content on a regular basis. Your content calendar that you create as part of the content strategy, should not just be about content creation, it should definitely include a schedule for optimizing, distribution and repurposing among other tasks. Remember, the key to successful repurposing is to add value for your audience.