How to Repurpose Content to Achieve Target Goals Faster
Learn what content repurposing is and how it can benefit your business and bring you extended reach and engagement.
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Well, if you’ve been copying and pasting blog content on your social media channels, you need to stop!
Because sadly, that’s not what content repurposing is all about.
As per a survey, almost 94% of marketers have been known to repurpose and edit their content for cross-channel marketing.
This speaks volumes about brands currently leveraging the power of content repurposing and generating brand awareness.
However, if you look around, not many companies are repurposing their content probably due to a lack of knowledge, benefits they can extract, the various options for repurposing, etc.
In this guide, we will help you understand how you can repurpose your content in the best manner possible.
Before that, let’s understand what content repurposing means:
What is Content Repurposing?
In simple words, content repurposing is the process of picking up any existing high-performing piece of content and using it in a completely different manner to reach out to new sets of audiences.
This may include repurposing a blog into social media carousels, Twitter threads, short videos, etc., to name a few.
Repurposing or recycling content is an excellent way to reinforce your message where you just get to create different versions of your existing content.
The importance of Content Repurposing in today’s marketing industry
A lot of industry professionals believe that since they already covered a topic in a blog format, repurposing the same into a tweet or LinkedIn post won’t bring them as much as effective results.
But that’s not true! Since creating content isn’t a cakewalk even for full-scale digital marketing agencies, repurposing old content can be beneficial if done correctly.
Creating fresh and relatable content consistently isn’t a cakewalk for brands.
Given their time and resource allocation at various places, it has become difficult to produce content regularly that is fresh and engaging.
This is where content repurposing comes into the picture. To give you a better understanding of why content repurposing is important for your business, here are a few key reasons:
1) Maximizing Content ROI
As you already know, creating content from scratch can be tiring as well as expensive at times.
Repurposing content can ensure brands make the most out of their investment because it will help them increase the lifespan, reach, and engagement opportunities of their existing content pieces.
2) Enhancing SEO
When content is repurposed, it produces a newer set of opportunities in terms of generating internal links, backlinks, and even citations at many places on the internet.
This in turn helps strengthen a website’s SEO and improves its authority. On top of that, search engines have been known to pay attention to websites with a rich SEO database or library, and repurposing content will only do them better.
3) Helps build Brand Consistency
Repurposing content across different channels will help establish consistency in terms of brand communication such as tone, message, and positioning.
Through this, marketers can easily reinforce their brand’s identity in the minds of their target audience, thus establishing the element of brand recall for a lifetime.
Factors to consider while identifying Content for Repurposing
While you sit down to repurpose your existing content, it’s important to keep in mind a few factors that will play a major role in your content recycling process.
Check out the factors mentioned below:
Firstly, define your purpose and agenda for content repurposement. Identify your goal and the results you wish to achieve by spinning a piece of your existing content.
Your goals might range from targeting a specific set of new audiences or nurturing the existing ones. Whatever they are, your best-performing content piece that is to be repurposed must align with your goals for better results.
For obvious reasons, you would be picking up your best player here – The one that has brought you maximum impressions, leads, and followers.
Focusing on metrics is necessary here to strengthen your content repurposing strategy as it will allow you to set realistic expectations regarding the performance of the content repurposed.
This comes down as one of the most significant decisions to make while repurposing any content. It’s because the format in which it has been published already has to go through a complete revamp.
This revamps in turn leads to the selection of a new format that you feel will resonate with your target audience the most.
How to choose the best format for Content Repurposing?
Choosing the correct format for repurposing involves the proper selection of a layout that your audience loves to interact with the most.
And figuring out this will require you to take a brief look at your content’s analytics on all the platforms.
After identifying the content, you might want to ask these questions to yourself:
- Which formats are popular with my target audience?
- With the resources I have currently, what format can I create the best?
- What format will boost my chances of reaching a newer set of audience?
Answering these questions will then give you more room in deciding which format to choose for your content.
There are many ways to repurpose a piece of content. The most common ones of them include repurposing a long-form blog or article into :
- Articles for Medium,
- Breaking down blogs into Twitter threads,
- Social media carousel for Facebook, Instagram, or LinkedIn,
- Turning a listicle-based blog into a quick infographic or a Twitter thread
- A video script for YouTube, Instagram, or TikTok,
- Converting the blog into a mini-podcast or an audio series,
- Downloadable PDFs to be shared as resources,
- Infographics that can be shared, etc.
Apart from these core techniques mentioned above, there exist many different methods of repurposing branded content in terms of picking up headings from your blog and repurposing them for guest articles on featured websites.
Or the latest one in today’s time, the use of collaborations can also act as a great choice for repurposing your current as well as existing content for a diversified presence on the internet.
4 Content Repurposing Examples to inspire you
Content can be repurposed in a variety of manners. However, its repurposing depends on the goal to be achieved through the content being repurposed.
Here are a few examples to help you understand the concept better:
1. Blog converted into Social Media Post:
We wrote a quick blog on why building customer trust is super beneficial for the success of your business.
Apart from sharing different ways to do the same, we shared a couple of video examples & an infographic to help our target audience understand the importance of trust and credibility.
As a part of our content repurpose routine, we picked the infographic and shared it on our social channels with a fresh caption highlighting the importance of building trust.
Original: Blog Post
Repurposed in: Social Media Post
2. Blog converted into a YouTube Video:
Quite well in the industry, Neil Patel has been known to publish industry-relevant content and how to repurpose them into different formats such as YouTube videos, Instagram Reels, and even Twitter threads a few times.
Here’s a similar example where he turned one of his blogs into a full-fledged YouTube video.
Original: Blog Post
Repurposed in: YouTube Video
3. Infographic converted into a Blog:
Infographics hold a special place in the Content Repurposing space, thanks to their appealing characteristics that make content consumption easy.
Well, here’s a classic example of how even an infographic can be converted into a full-fledged blog post.
On one hand where the above-shared infographic talks about a specific concept, the blog explains the meaning and different benefits that businesses can derive from using infographics on their website.
Original: Infographics
Repurposed in: Blog
4. Blog converted into an Instagram Carousel:
Since we had many upcoming Instagram Marketing trends covered in a blog, we decided to pick a few trends and convert the same into an Instagram Carousel.
This allowed us to cater to our audience present on Instagram and also gave birth to an opportunity to drive traffic to our website.
Original: Blog
Repurposed in: Instagram Carousel
4 Benefits of Repurposing Content
Now that you have tons of information regarding the what and how of Content Repurposing, you must also check out the benefits they bring along for marketers and brands:
For obvious reasons, recycling existing content is comparatively less time-consuming and expensive than creating fresh content right from scratch.
This is mainly because while repurposing, you already possess the final resource, the idea about your target audience, and the agenda of the content to be shared.
The need is just to choose an appropriate format style and the platform on which the repurposed content is supposed to be shared.
Not all of your target audience is concentrated on one platform.
Hence, to reach them where they usually hang out, calls for content repurposing which can largely help you reach them effectively.
By reprocessing content into different layouts concerning specific platforms, you can easily get across in the eyes of your target audience across the internet.
Apart from sharing content on your website, spreading their arms on different platforms such as Medium, Twitter, LinkedIn, Quora, etc., will keep your audience engaged.
The availability of your content in the face of repurposing will increase traffic to your website, while also establishing your brand’s presence on the respective platforms where your content is being shared.
This will contribute to the overall engagement and analytical metrics of your website.
Repurposing content can effectively help you rank on more keywords thus boosting your website’s visibility on search results.
This practice has allowed thousands of brands to pop up on a diversified range of queries and generate new visitors with ease.
Also, recycling content will increase the authority of your website as your search results visibility score will also witness improvements due to keywords spread.
How to promote Repurposed Content for better growth?
Repurposing is one task because it’s also necessary to promote your repurposed content to increase the chances of fetching maximum impressions on the internet.
Repurposing is one task because it’s also necessary to promote your repurposed content to increase the chances of fetching maximum impressions on the internet.
Here are a few proven tips to help you unlock the increased reach of your content:
- Utilize the power of social media platforms and share them on your social channels.
- Include the links of your repurposed content and shoot emails to your email subscribers.
- Rescan your existing blogs, guides, and E-books, and add your recycled content to these resources. Remember to place them in a manner where they do not lose their quality and context.
- Integrating the same content into your content marketing funnels and distributing them through relevant marketing channels such as industry forums, social groups, etc.
- Reaching out to influencers and collaborating with them over discussions on a particular topic, thus highlighting & boosting the visibility of your repurposed content.
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Conclusion
Repurposing content is a technique that can promise you insane results and brand awareness provided it’s executed well.
It’s surely an investment that is bound to pay off in the future considering the numerous benefits it promises to bring to brands and marketers.
The need is to just figure out the right parameters on which existing content can be recycled for better results.