In the quest for maintaining consistent engagement, even the most creative minds can hit a wall. Let’s face it, quality content creation requires lots of costs, time, and effort. But what if you could get more out of your best-performing content? That’s where content repurposing comes in. It can help you maximize the lifespan of existing content, reach a wider audience, and reinforce your brand’s message without continually having to generate entirely new ideas.

Dive in for insights and practical tips on optimizing your content strategy and getting the most out of every type of content you create.

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What is content repurposing?

Content repurposing is a strategic approach in content marketing that involves adapting existing content to different formats or platforms. Instead of just publishing a blog post, you could break it down into a series of Tweets, transform it into an infographic, or use it as a script for a podcast episode. The aim is to maximize the reach and value of your content by leveraging the work you’ve already done.

Yet, content repurposing is not just about copying and pasting the same information in a new format. It involves tailoring your material to suit preferences of different platforms and audiences. For example, the tone and style of a LinkedIn article might need to be adjusted to create a sharable Instagram video.

Get More from Your Content: 7 Simple Strategies for Content Repurposing

Why should you repurpose your content?

  • Extended reach. The digital world is vast, and your entire target audience isn’t present on every platform. By repurposing your content for different channels, you can reach a wider audience. For example, you can transform an article into a Youtube video to reach people who haven’t seen your original post.
  • Improved SEO. When you produce a lot of content around a similar topic, search engines see you as a credible source on that topic, which can boost your SEO performance and create more ways for people to find you online.
  • Enhanced audience engagement. Not everyone in your audience prefers the same type of content. Some might enjoy reading lengthy blog articles, while others prefer watching videos or listening to podcasts. Content repurposing lets you satisfy different preferences, increasing audience engagement and the effectiveness of your content.
  • Cost and time efficiency. Repurposing reduces the time and effort needed to constantly produce new content, maximizing the return on your efforts. It’s about working smarter not harder; all by leveraging the value of what you’ve already created without a constant need for new ideas.
  • Strengthened brand message. If your audience hears your message often enough, they’re more likely to remember it. By repurposing your content, you can repeat your core messages in various ways and across different platforms, reinforcing what you have to say.

Get More from Your Content: 7 Simple Strategies for Content Repurposing

How do you choose content for repurposing?

1. Start with high-performing content. 

One of the safest ways of repurposing content that is already successful. Look at your analytics and identify what content generated a lot of engagement, such as comments, shares, or traffic. These posts clearly resonate with your audience and are likely to do well in another format or on another platform.

2. Focus on evergreen content. 

Evergreen content remains relevant and valuable over a long period of time, such as how-to guides, FAQs, or industry analyses. It’s ideal for repurposing because it continually attracts new audiences.

3. Consider the content’s versatility. 

Some content lends itself more naturally to being repurposed than others. Long-form content is often rich in information that can be broken down into smaller pieces, such as social media posts.

4. Use audience feedback.

It’s important to pay attention to your audience. If certain topics or types of content generate a lot of questions or discussions, these could be good candidates for repurposing. You can provide additional value to your audience by expanding such topics or approaching them from a different perspective.

Get More from Your Content: 7 Simple Strategies for Content Repurposing

7 simple strategies for content repurposing

1. Add value.

The goal of repurposing is not just to recycle, but to add value. Each new iteration of your content should offer something unique to your audience. This could be a new perspective or a different format that’s more engaging.

2. Update outdated information.

If you’re repurposing older content, make sure to update any statistics, references, or time-sensitive information. This ensures your content remains relevant and accurate, which is essential for maintaining credibility.

3. Tailor to the platform.

Each platform has its own unique characteristics and audience. What works well on LinkedIn may not necessarily work on Instagram or Twitter. Make your repurposed content fit the preferences of each platform.

4. Keep SEO in mind.

When repurposing content, remember to optimize for search engines. This includes adding keywords, updating meta descriptions, and avoiding duplicate content, which can harm your SEO performance.

Get More from Your Content: 7 Simple Strategies for Content Repurposing

5. Repurpose user-generated content.

User-generated content, such as reviews or social media posts, can be a great source of material for repurposing. For example, you could compile user reviews into a page on your website or create social media posts highlighting positive user feedback.

6. Monitor performance.

Track performance of your repurposed content to understand what works and what doesn’t. Use this information to refine your strategy on what content to repurpose in the future.

7. Maintain brand consistency.

Regardless of how or where you repurpose your content, it should be consistent with your brand voice and message. This helps to reinforce your brand identity and create a cohesive experience across all touchpoints.

To wrap up

Every marketer knows the challenges of keeping up with demand for new content. Yet, in this quest for creating new materials, it’s easy to overlook the potential of existing ones. But your goal shouldn’t be all about creating more content, but getting the most out of it. By following content repurposing strategies from this article, you can ensure your efforts are effective, broadening your reach, enhancing SEO, and improving engagement with your audience.


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