Repurpose Your Content for Maximum Effectiveness
Work smarter instead of harder.
Creating well-written, engaging, and informative content isn’t easy. It takes time, resources, and energy. Wouldn’t it make more sense to get the highest level of return on your labor-intensive investment?
Repurposing your content will accelerate production and increase productivity. Get the most mileage out of your best material by repacking it across different channels in various formats.
Do you have a few blog posts that have massive exposure and engagement? Did you know that you can breathe new life into the same content by repurposing it?
Why create new content if older content has already proved to be of interest to your target market? You already have a head start on the idea and creation process.
In The State of Influencer Marketing 2019, a report by AspireIQ, results indicate that 90% of marketers say that repurposing content is more effective in driving traffic to their site than new content.
What is Repurposed Content?
Create the content on a compelling hook or idea one time. Use the core concepts to create various branches in multiple formats based on the same foundation.
Because different content formats produce different results, repurposing it enables you to tell your story in ways that are best suited to help reach your goals.
For example, if you want to use your content to collect leads and grow your email list, put it behind a lead capture page.
Ask for visitors’ contact information in exchange for your helpful, relevant, and valuable content for your target market.
Take your ideas and research and use them in multiple formats to stretch the contents of your creative work.
Other formats include eBooks, infographics, videos, white papers, social media posts, SlideShare presentations, and guides.
Repurpose in Reverse
Repurposing also works in the other direction. You can turn multiple pieces of content into one. For example:
- Create a PDF guide from an email series
- Write an eBook from several related blog posts
- Combine engaging and compelling social media images into an album
- Incorporate customer FAQs into a white paper
- Break up an infographic into individual sections and use them as social media posts
Before starting a new piece of content, review what you already have. Identify ways to repackage original content using various assets and resources to publish across different mediums and channels.
See how effective and efficient repurposing content can be and how it can help benefit your marketing initiative? There are many benefits of repurposing content.
Work Smarter not Harder
Do the work and research once and use the original concept to create unique and various formats based on the same idea.
Reach New Audiences and Reinforce Your Message
When your content appears in many locations online, it increases the chances of reaching a wider audience.
For example, people who prefer watching over reading are more likely to see your content in video format than in text.
Therefore, you are exposing your valuable content to potential customers who haven’t been exposed to your brand previously.
Repetition Reinforces Your Message
Repetition is how most of us have worked on our memorization skills since childhood. When studying for school exams, we crammed information into our brain reading and re-reading our notes repeatedly.
The same concept applies to marketing. Repetition of the same message, albeit it in a different format, increases the changes potential buyers will remember you when they are ready to make a purchase.
Make Better Use of Your Resources
Instead of spending time and resources on creating new content, finding new uses for older content renews and revises the work you had already done when you first created the content.
Raise Your Reputation as an Authority in Your Niche
The more places your content is online, the larger the audience who will see it. When more people see your expert content, you are raising your profile in your industry as an expert.
What Content Should You Consider Repurposing?
Start by reviewing your blog archives.
- Look for content that is evergreen to ensure that it is still relevant
- See which are your most popular posts
- Update and improve older blog posts
All the ways to repurpose content have one thing in common. You are adding value to the original either by updating it, including additional relevant information, or using a different format to make it fresh and appealing to a new audience. Below are different ways to repurpose content.
Create a SlideShare Presentation
Turning your written content into a visually appealing SlideShare presentation makes it more engaging and attractive to viewers.
Use eye-catching images that represent the content of each slide. Include interesting statistics and actionable calls-to-action.
Grow your audience on SlideShare.net, an online community and social media platform and share your content with over 60 million monthly viewers.
A valuable benefit of uploading your presentation to SlideShare.net is its ability to include hyperlinks on your slides.
Embed your presentations on blog posts and webpages for additional opportunities for engagement. Creating slides is relatively easy using tools such as PowerPoint and Canva.
Repurpose your PowerPoint presentations into a video. Add animations, transitions, music, and a voice-over (if you want to use one) and save the file as an MP4 file.
Build your email list or promote a product or service by turning your content into a free webinar. The more helpful and valuable your content is to your target audience, the higher the chance of visitors exchanging contact information for access.
When you are no longer using your webinar to build your email list, you can also upload it to YouTube as a video. Remove the audio from your webinar and turn it into a podcast.
Videos are growing in popularity. According to Animoto, 93% of businesses who post videos on social media report getting a new customer.
Creating videos is a powerful way to repurpose content. You can create a talking head or an animated video.
Upload your video to YouTube and optimize it for search. Embed it on your web pages or blog posts. Share it on social media.
Keep in mind that many social media giants such as Facebook and LinkedIn, prefer native videos rather than shares from YouTube.
Use parts of a longer video to entice viewers to watch the full version. Use animated videos to attract and engage consumers so they will want to view the full version to get your complete message.
Try creating summary animated videos for longer blog posts. Upload them to YouTube as stand-alone videos and embed them on your blog page.
As with Webinars, you can also remove the audio from a full video and repurpose it as a podcast.
Quora is a site where users ask and answer others’ question about almost any topic.
When you are active on Quora, you are putting yourself in front of more than one-third of Americans because 35% of Americans use Quora.
Take sections of your blog posts and turn them into answers for relevant Quora questions. You can also do the reverse and ask questions on Quora to get others engaged in your blog topic subject matter.
Answering questions about your expertise in your niche will increase your standing as a thought leader. Include links to your original content source.
Don’t merely copy and paste from your post. Share a few relevant and valuable tips and add a link to your blog for more information.
Write an Article on LinkedIn
LinkedIn is the most important social network to build relationships, generate leads, conduct market research, establish thought leadership, gain insights, and connect with other professionals.
- There are 675 million LinkedIn members in 200 countries
- 63 million LinkedIn users are decision-makers, and 90 million are senior-level influencers
- 94% of B2B marketers use LinkedIn to distribute content
Post a summary or the first few paragraphs of one of your blog posts on LinkedIn. Include a call-to-action directing readers to your blog site to read the entire post.
You can also insert images inside the article and then share them on other social media platforms.
Create a Whitepaper, eBook, or Guide
Conduct original research and compile the data into a white paper. Use some of the collected data to create an infographic. Then write a blog post around your research and include either all or part of the infographic.
Use several related blog posts and combine them into a free downloading resource for website visitors. You have already written the content, so you have done the most time-consuming and challenging part of the task.
Add some images, links, a cover page, and a table of contents and then offer the content in exchange for contact information to your target market to grow your email list.
Update Old Content with Fresh and New Information
Repurposing content doesn’t always mean changing the format of your material. Try going back and looking at some of your older blog posts.
Identify posts that you can update with newer information. Take the opportunity to revitalize and refresh material to make it relevant and accurate.
You can also reshare the revised posts with your audience without having to start from scratch.
Getting the Most Out of Your Content
The possibilities are endless when repurposing your content. Don’t forget to cross-promote your marketing materials.
Add YouTube videos and embed SlideShare presentations on your blog posts. Share everything you create in every format on social media.
Always keep your target market in mind when creating, repurposing, and distributing your content. The more valuable and helpful your content, the better you will be able to entice potential buyers to your business.
Analyze and track the results, so you don’t waste your time on marketing activities that don’t deliver results.