Are you looking for ways to get more mileage out of your content? If you’re like most business owners, you’re probably always on the lookout for ways to get more bang for your buck – repurposing content is a great way to do that.
Reusing and repurposing old content can save time and money while still delivering fresh, relevant, and engaging content to your audience.
This guide will show you how to repurpose content for maximum impact. We’ll cover everything from how to choose the right pieces of content to the different ways you can go about doing it.
What is Repurposing Content?
Repurposing content simply means taking an old piece of content and using it in a new way. This could mean turning a blog post into an infographic or a video, or converting an ebook into a series of blog posts. By repackaging your content in different formats, you can reach a new audience, generate more leads, and achieve other marketing goals.
There are endless possibilities when it comes to repurposing content. The key is finding creative ways to reuse your existing material to resonate with your audience in a new and different way.
For instance, blog content can be easily repurposed into a video or a guest post for another blog or made into your blog. In the same way, you can create social media posts Youtube videos, or other video content.
Sometimes, all it takes is to look at your content from a different perspective to come up with new ideas for how to repurpose it. Other times, you may need to do some research to find a suitable format for your audience.
The important thing is that you take the time to consider all of your options before settling on a particular approach. Whichever, make sure the final product still contains your original message.
It not only gives you a better chance of success but also helps you avoid any potential pitfalls.
Why Repurpose Content?
There are many reasons why business owners choose to repurpose their content. In most cases, it boils down to the following objectives:
Get More Mileage Out of Your Content:
Repurposing content allows you to get more mileage out of your existing content. Instead of creating all new content, you can reuse old material in a new way that still adds value for your audience.
For example, let’s say you have a blog post that performed well, with many shares and comments. Repurposing this content into an infographic or video can help you reach even more people and drive further engagement.
That way, you don’t have to create new content; instead, you can focus on repackaging and promoting your best-performing pieces. It is like hitting two birds with one stone.
Saving Time and Money
You would agree that creating high-quality content takes a lot of time and effort, especially when you’re doing so from scratch.
If you’re only going to use that content once, you’re not getting the most out of it.
Why? Because once you’ve published a piece of content, it doesn’t just disappear into thin air. It remains on your website (or wherever else you published it) and can continue to generate leads and traffic long after you hit the publish button.
By repurposing old content, you can get more mileage out of it without having to start from scratch every time you want to publish something new.
This saves you time and money – because you’re able to get more use out of the content you’ve already created.
Reaching a New Audience
When you create new content, it’s crucial to think about how you can reach a new audience with it.
For example, if you have an entire blog post that’s doing well with your target audience, you can turn it into an infographic and share it on social media. This allows you to reach people who may not be familiar with your brand but who are interested in the topic you’re discussing.
Generating More Leads
One of the main goals of content marketing is to generate leads – repurposing content can help you do that.
A good example is that you can turn an engaging ebook into a series of actionable blog posts and use it as a lead generation tool. By including a call-to-action (CTA) at the end of each post, you can encourage people to download your ebook and become leads.
Building Relationships with Customers and Prospects
Another goal of content marketing is to build relationships with customers and prospects. And one of the best ways to do that is by creating helpful and informative content.
If you have just one blog post that’s doing well with your target audience, you can turn it into an email course and use it to nurture prospects and build customer relationships. By sending people valuable information regularly, you can keep them engaged with your brand and build a rapport with them.
Increase Your Visibility
Repurposing content can also help you increase your visibility and get more eyes on your brand.
When you create new content, be sure to promote it across your social media channels, email list, and other marketing channels. You can also submit it to directories and aggregators such as Alltop and the like.
The more places your content is, the more likely people are to find it and learn about your business.
Boosting SEO Rankings
Finally, repurposing content can also help you boost your Search Engine Optimization (SEO) rankings.
When you publish new content, it gives you the opportunity to include relevant keywords and phrases that people are searching for. Optimizing your content for search engines can improve your chances of ranking higher in the search results.
Not only that, but republishing old content also allows you to attract new readers and keep your existing readers coming back for more.
Types of Content That You Can Repurpose
Almost any type of content can be repurposed, including:
- Blog posts
- Videos
- Podcasts
- Infographics
- Ebooks
- Reports
- Whitepapers
- Case studies
- Webinars
- Slideshows
How Best to Repurpose Content
Now that you know the benefits of repurposing content and some different types of content you can repurpose. Let’s take a look at how you can actually do it.
Create an Infographic
If you have a blog post that’s doing well with your target audience, you can turn it into an infographic. This allows you to reach people who may not be familiar with your brand but who are interested in the topic you’re discussing.
To create an infographic, you can use a tool like Canva or Piktochart. Once you’ve created your infographic, promote it across your social media channels and include a CTA that links back to your website or blog.
Turn a Blog Post into a Video
Another great way to repurpose content is to turn a blog post into a video. It is an excellent option if you have visual learners in your audience. If you want to create more engaging, repurposed content, consider turning your blog post into a youtube video.
Tools like Lumen5 or Promo are great for creating videos from blog posts. They provide templates and make adding your images, video clips, and text easy.
Once you’ve created your video, upload it to YouTube and promote it across your social media channels. You can embed the video on your blog post to make it more engaging.
Create an eBook
You can compile several blog posts on the same topic into an eBook and offer it as a freebie to people who sign up for your email list. It may even be used as a lead generation tool by requiring an email address from the reader before allowing them to download the eBook.
You can use a tool like Canva or Adobe InDesign to create an ebook. Once this is done, simply export it as a PDF and make it available for download on your website.
Turn a Podcast into a Blog Post
Do you have a famous podcast episode? Well, you can transcribe it and turn it into a blog post. This is a great way to reach people who prefer to read rather than listen.
To transcribe your podcast, you can use a tool like Otter.ai or Rev.com. After transcribing your podcast, edit it and format it into a blog post.
Create a Slide Deck
A slide deck can be made from a blog post or eBook. Slide decks are usually made up of 10-15 slides and can be shared on social media or embedded on a website. They’re a great way to make your content more visually appealing in a concise and easy-to-digest format.
You can use tools such as PowerPoint or Google Slides to create a slide deck from your blog post or eBook. Once you’ve created your slide deck, you can promote it through social media or embed it onto your website or blog.
Create an Online Course
If you have a lot of great blog content, why not turn it into an online course? You can easily create a course by turning your blog posts into modules or lessons. If you have existing video or audio content, you can also add those to your course.
To get started, select a platform to host your course (such as Udemy), and then start creating your lessons. You can even add quizzes and other interactive content to make your course more engaging.
Tools like Teachable or Thinkific are valuable in this process as they provide you with many of the infrastructure and tools you need to get your course up and running.
Turn a Webinar into a Blog Post
Webinars are a fantastic way to generate leads and build relationships with potential customers. But once the event is over, the content doesn’t have to disappear into oblivion. You can easily turn a webinar into a blog post (or even a series of posts) by recording the audio and creating transcripts.
This is a great way to repurpose content and get more mileage from the effort you put into creating your webinar. Plus, it’s an easy way to create evergreen content that will continue generating leads long after the event ends.
You can use tools such as Otter.ai to create transcripts of your webinar recordings automatically. Once you have the transcript, you can edit it and turn it into a blog post (or series of posts).
How to Determine What Content to Repurpose
When it comes to repurposing content, you can’t just pick any old piece of content and expect it to be successful. You need to carefully select the pieces of content that you want to repurpose.
By considering these factors, you can narrow down your options and choose the best pieces of content to repurpose.
1. Choose the Right Piece of Content
As we mentioned before, not all pieces of content are well-suited.
The first step is to choose which pieces of content you want to repurpose. Not all content is created equal, so it’s essential to select the best pieces of content to work with. When choosing which pieces of content to repurpose, look for content that’s:
- Popular: Choose content that’s been performing well and that your audience has engaged with. The better the performance, the more likely it is that people will engage with the repurposed version.
- Evergreen: Select content that’s still relevant and that won’t go out of date.
- Timeless: Choose pieces of content that you feel will be just as relevant in the future as they are now.
2. Decide on the New Format
Once you’ve selected the right pieces of content, it’s time to decide what format you want to repurpose them into. You can repackage your content in many different ways, so take some time to explore the different options and decide which one will work best for you. Some popular ways to repurpose content include:
- Creating an infographic
- Turning a blog post into a video
- Writing a new blog post based on an existing piece of content
- Creating an ebook or whitepaper from existing blog posts
3. Create the New Content
After you’ve decided on the format, it’s time to start creating the new content. If you’re not a designer or don’t have experience with graphic design software, there are plenty of tools and valuable resources that can help you create professional-looking content. Canva, for example, is a great (and free) online tool that you can use to create infographics, images, and other types of visuals.
4. Promote the New Content
Once you’ve created a new post or content, it’s time to promote it. The best way to promote your repurposed content will depend on the format and the target audience. If you’ve created an infographic, for example, you can submit it to sites like Visual.ly and Pinterest.
If you’ve created a SlideShare presentation, you can share it on social media sites like LinkedIn and Twitter. And if you’ve written an ebook, you can promote it through email marketing and social media.
You might also consider doing a paid promotion, such as boosting a post on Facebook or running a Google Ads campaign.
5. Evaluate and Repeat
Finally, evaluate the results of your repurposed content and make changes as needed. To measure the results, you can track web traffic, generated leads, social media engagement, and any other metric relevant to your business.
Did you get the results you were hoping for? If not, try changing the format or promoting it differently.
And if you did get the results you wanted, congratulations! Just remember to keep track of what works and what doesn’t so you can replicate your success in the future.
Hacks for Creating Effective and Engaging Repurposed Content
Creating engaging repurposed content could be challenging if you don’t know how to do it. You may end up with a mess, and your audience will be bored with seeing the same thing repeatedly.
Here are some tips on how you can make your repurposed content more effective:
1. Keep it Fresh
Don’t just copy and paste your old content. Don’t regurgitate the same old content in a new format. That’s not repurposing; that’s recycling content.
DON’T DO THAT!
Instead, update it and make it relevant to the current trend. Add your spin or take a different angle. Focus on creating something fresh and original so that people who see the repurposed content will still find it interesting and valuable.
This way, your audience won’t feel like they see the same thing repeatedly.
2. Make it Shorter
Your repurposed content doesn’t have to be as long as the original post. You can make it shorter and sweet without losing its essence. In fact, shorter content is more straightforward for people to digest and understand.
When repurposing content, be sure to keep it short and engaging. People have shorter attention spans than ever before, so making your content easy to consume is essential.
3. Use Different Mediums
If you originally wrote a blog post, you can turn it into a video or an infographic. This way, you can reach a different audience who prefer to consume content in a different format.
4. Use Visuals
When creating repurposed content, be sure to make it visually appealing. People are more likely to remember something if visuals accompany it. So, if you can, use images, videos, or infographics to make your repurposed content more engaging.
5. Use Catchy Headlines
Your headline is the first thing people will see, so make sure it’s attention-grabbing. It should be able to give people an idea of what your content is about without giving too much away.
6. Start With a Bang
Just like your headline, the first sentence of your content is also important. It should be able to grab people’s attention and make them want to read more.
The whole point of repurposing content is to make it more engaging for your audience. So, be sure to spice things up and add your personal touch.
7. Write for Your Audience
Remember that you’re not writing for yourself—you’re writing for your audience. So, make sure that your content is something that they will find interesting and valuable.
8. Be Helpful
Your content should be able to help your audience in some way. Whether it’s teaching them something new or helping them solve a problem, make sure that it’s valuable to them.
To create helpful and engaging content, you can repurpose old blog posts into new social media posts, videos, or guest posts. Businesses usually employ this content strategy to make the most of their existing content.
So, be sure to do this if you want to create truly helpful and value-packed content.
9. Use Engaging Language
Your content should be easy to read and understand. Avoid using big words or jargon that people might not be familiar with.
10. Have Fun
Lastly, don’t forget to have fun with your content marketing strategy. If you’re not enjoying yourself, it will show in your content. So find what works for you and have fun with it!
By following these tips, you can be sure that your repurposed content will be more effective and engaging.
Conclusion
No doubt, repurposing content is a great way to get the most out of your content marketing strategy.
While many businesses focus on creating new content, they forget they can also get great results by breathing new life into their old content. Metaphorically, it’s like finding a pot of gold at the end of a rainbow. It’s there, waiting to be discovered.
So, to get the most out of your content marketing strategy, don’t forget to repurpose your content.
It might just be the key to taking your business to the next level. Go ahead and start creating!
