Repurposing content

Repurposing Content Done Right – Best Practices

Did you know that 4.4 million new blog posts are published every day across all platforms? 

That’s blog posts alone– we haven’t talked about other content like videos, pictures, e-books, you name it. No wonder the internet today has become a chock-a-block place with content, and users have also become so much pickier than ever.

It’s a fight for eyeballs out there. Every savvy content creator or marketer makes sure they leave no stone unturned when it comes to providing their audience with the best content possible. 

But, isn’t it exhausting just to create new, fresh content every week? Also, those freshly-written content doesn’t guarantee to stand out and engage more audiences.

This is where repurposing content seems like a breath of fresh air. Instead of just covering one thing and letting those hard-earned resources be buried in your archive, you can save a lot of time and effort as well as money by recycling those old materials, giving them a whole new life.

In this article, we’ll break down the basics of repurposing content and how to get the most out of it.

What Is Content Repurposing?

Let's brush up on the basics first. Content repurposing is taking existing content and reusing it in a new way. For example, you could take an old blog post and turn it into a video or take a series of round-ups and turn them into a guide.

Remember that you don’t have to create content day in and day out. The most important part of content marketing strategies is to focus on quality over quantity by working on getting the content you already have in the hands of more people.

That's where content repurposing is appealing to savvy marketers who look for ways to work more efficiently without harming the quality of their content strategy itself. At least 65% of content marketers see content repurposing as the most efficient tactic they implemented in 2020.

most implemented content marketing tactics 2020

source

That all said, this should not be a lazy way you come up with content ideas. Rather this is a strategic way to get more mileage out of the content you have already created. 

Repurposing content is so much more than plunking one content down, creating another format of it, and you’re ready to rip. It's all about upgrading, keeping it up-to-date, and adding even more value to your content– basically just giving the old content a new life so that it can reach a wider audience.

Perks of Repurposing Content

Saving time and energy could be the most obvious reasons why you need to consider repurposing your old content. But that’s not all. When done correctly, content repurposing can also:

A Low-Cost and Quick Content Strategy

In this fast-paced, content-overloaded world, any strategies that are quick and effective are a godsend for busy marketers. That's what repurposing content actually is.

It's a low-cost and quick strategy as you don't need to come up with new ideas, research, write, edit, and design original content from scratch. This way, you can channel your energy into other marketing activities– like promotion or link building. That's how you can get more productive while still able to maintain a consistent content cadence.

Redeem Less Successful Content

When you start out, not all your content will be hit. Remember that there's no such thing as an overnight success when it comes to content strategy.

The great thing about repurposing is that you can take that so-so content and turn it into something truly amazing and valuable. You add more relevant information, update the data, spruce up the design, and give it a new angle.

This way, you can turn a less successful piece of content into an evergreen one that will continue to drive traffic and engagement for months or even years to come.

Expand Audience Reach

When you're creating new content from scratch, you're essentially starting from zero. But when you repurpose old content, you already have a head start as your old content has already been shared and seen by people. 

Not to mention that repurposed content can help you cater to audiences with different learning styles. After all, some people prefer to read while others prefer to watch videos or listen to podcasts. By providing them with the various content formats, you can make sure that everyone has a way to consume your content and learn from it.

Link building is one of the most important content SEO strategies to help you rank higher in search engine results pages. By repurposing old content, you can get more relationship-based backlink openings as your old content will be seen by new people who may want to link to it. This is how you can increase traffic to your website and improve your SEO at the same time.

Make Content Up-to-Date and More Relevant

Over time, some of your content will become outdated. This is especially true for time-sensitive content like industry news or events. Old-dated content is a surefire way to turn people off and create an unpleasant impression for new audiences that can harm your reputation. 

Repurposing old content allows you to update your content and make it more relevant so it's more appealing to today's savvy audiences. It gives you the opportunity to include the newest trends, statistics, and data.

Achieve Multiple Goals

Content repurposing is a versatile and effective marketing strategy that can help you achieve multiple goals with just one piece of content. 

For example, if you have an evergreen blog post that's driving a lot of traffic, you can turn it into a downloadable PDF and use it as a lead magnet to grow your email list. Or, you can turn it into an infographic and share it on social media to increase engagement.

Appeal to the Latest Search Engine Algorithms

Search engine algorithms are constantly changing and evolving. To ensure that your content is seen by audiences, you need to make sure that it's up-to-date with the latest algorithm changes.

One of the best ways to do this is to repurpose old content and give it a new spin. This way, your old content will be seen as new and relevant, and you'll be able to appeal to the latest search engine algorithms.

Reinforce a Brand Message

Repurposing content means that you recreate the same with more updated content.  And in the content strategy, what can you expect from doing the same thing over and over again? Reinforced messages, making what you say easy to remember and improving brand recall.

By cross-pollinating content throughout your marketing channels, you are showing your audience a consistent message. Consistency is key when trying to establish your brand identity and what you stand for.

Best Ways to Repurpose Content

Now that we understand why content repurposing can be a powerful content solution that you’ve been looking for, now we’ll break down some of the best ways to do it. Just like any other marketing strategy, it needs to be well-planned and well-thought-out in order to bring you the maximum result.

Let’s see how you can get the most out of content repurposing:

Update Old Blog Posts

Can we agree on blog posts as a backbone of any content strategy? They are one of the most popular and effective types of content. 

If you have blog posts that are starting to get a little bit old, you can give them new life by updating them with the latest information. You can also add new sections, remove outdated information, and even change the title to something more attention-grabbing.

For example, this is one of Breadnbeyond's best-performing blog posts. Since many people learn from it, the company makes sure to make regular updates when new information is available. The first published only 20+ video marketing tools, and now the list just keeps growing up to 130+ software, making the content more far-reaching and, of course, updated.

video marketing tools

Even more than that, the constantly-updated content is also a powerful tool for Breadnbeyond to build new partnerships and collaboration with several video software companies who reach out to get featured and offer a free plan or link-building collaboration.

outreach email example

Create Ebooks

If you have a series of blog posts performing well, you can compile them into an eBook. This is a great way to repurpose your content and turn it into something that's more valuable and can be used as a lead magnet. Ebooks are also a brilliant way to show your expertise in the field and establish yourself as an authority figure.

To turn your blog posts into an eBook, all you need to do is compile them into one document and add a cover. You can then upload it to your website or share it on social media for people to download.

Here's an example from Proposify that created an ebook from their old content. In their post, they tell how they compiled four years of relevant blog posts and podcast interviews they already had, revised and updated them, and turned them into an ebook that is available in PDF, ePub, & Mobi formats.

proposify homepage

Make Videos

Visual content, in general, is a powerful way to make your information much easier on the eyes as well as boost your website SEO. Videos, more specifically, are the best way to break down complex topics into smaller chunks, so your audiences can digest them effortlessly. 

When you have instructional blog posts, you can turn them into a video to make them even more actionable and visually appealing. Those visual learners will appreciate it and might even share it on social media.

Not to mention that video can boost your website’s rank on the SERPs. According to the stats, a website with a video is 53 times more likely to sit at the top of Google SERPs compared to those without.

Looka turned their blog post: The Top 15 Logo Fonts and How to Choose the Perfect One into one well-polished video for their YouTube channel.

Creating videos has never been this easy before. Thanks to the internet, you won’t need all those fancy cameras and a professional team to create high-performing videos. Your smartphone or even webcam will do. It’s all about the quality of the message you deliver, after all.

Also, there's a video tool that provides you with ready-to-use templates, so you can create a decent video quickly – no design skill is needed.

Gear Up Newsletters

Newsletters are an effective way to keep your audience updated on the latest news, blog posts, and events. 

For example, if you have a series of blog posts that are related to each other, you can compile them into a newsletter roundup and send it out to your subscribers.

This is a great way to repurpose your content and make sure that all the new blog posts you created reach a wider audience.

That is what EmailOctopus did. They picked their best blog posts and delivered them right to their subscribers' inboxes.

EmailOctopus's newsletter

Build Infographics

Infographics are an excellent way to make complex data more digestible and visually appealing. If you have 2000-word blog posts that contain heavy data and statistics, you can turn them into infographics to make them more shareable.

Remember that infographics are concise and scannable. It's always best to start by going through your article and extracting the “heavy hitters.” These are facts, important statements, or numbers that quickly and effectively get your message across. Eliminate all the flowery languages that can only make the whole repurposed content fluffy.

Creating an infographic is actually not as difficult as it seems. You can use online tools like Canva or Venngage to create one without hiring a designer. Simply choose a template, add your data and visuals, and you're done. 

Infographics don't have to be all flashy and complex. Here's a mini infographic that HubSpot uploaded on their Instagram account. They took an important statistic from their whole report: HubSpot Releases 2020 Remote Work Report, Revealing Insights for the Future of Work.

Hubspot's infographic about remote employees posted on Instagram

Repurposing Content: Best Practices

Now that you know all the different ways to repurpose your content, it's time for some best practices to make sure you're doing it right.

Pay Attention to the Content Analytics

It's always best to repurpose content that's already performing well. You can use Google Analytics or any other analytics tool to see which of your blog posts are getting the most traffic and engagement. These are the ones you should focus on repurposing as they already have a proven track record.

Make Lists of Repurposable Content

To make sure you don't forget to repurpose any of your old content, it's best to make a list of all the pieces that are due for an update. This way, you can go through them one by one and update them as needed.

You can also create a list of all the blog posts you want to turn into another format, such as an eBook or a video. This will make sure you don't miss anything and that all your content is being used to its full potential.

Do a Content Audit

If you want to really optimize your content strategy, it's best to do a content audit every now and then. This involves going through all your old blog posts and making sure they're still relevant.

You can also use this opportunity to update your old blog posts with new information so they're always up-to-date. This will help you get more traffic and engagement from your existing content without having to create new pieces from scratch.

Here are some content audit tools you can use:

  • Google Analytics
  • Ahrefs
  • SEMRush

Use Different Platforms to Reuse Content

Even if you're repurposing old content, it's important to make sure you're using different platforms to reach a wider audience.

For example, if you have a blog post that did well on your website, try turning it into a video and upload it on YouTube. This will help you reach a new audience and get more traffic and engagement.

Keep Your Messages Consistent

Even though you're repurposing old content, it's important to keep your messages consistent. This means that you should make sure all your content is aligned with your brand's voice and values.

Not only will this help you increase the brand recall, but it also makes it much easier for you to build a more meaningful relationship with your audience – so they always know what to expect from you.

When you're repurposing old content, it's also a good idea to add updated examples and trends. This will make your content more relevant and engaging for your audience.

It's also a great way to show that you're always up-to-date with the latest industry trends, which can help you build trust and credibility with your audience.

Takeaway

Content repurposing is a great way to get more mileage out of your old blog posts and improve your content strategy with less effort and budget. When done right, you can reach a wider audience, build trust and credibility, and improve your bottom line as you can improve the productivity of your content marketing team. 

Also, content repurposing is not a one-time activity – you can do it on a regular basis to keep your content strategy fresh and relevant.

About the Author

Andre Oentoro is the founder of Breadnbeyond, the award-winning explainer video services. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

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