As a digital marketer or content creator, you must know the importance and scarcity of good-quality content that can drive traffic. Posting compelling content regularly is the fuel driving traffic to your digital presence.
Creating quality content that works takes a lot of time, effort, and resources. As a writer, I can tell from personal experience the issue of having writer’s block. Since digital marketing is an ongoing process with many moving variables always requiring attention, you can’t afford another problem.
Content repurposing is a way to make things easier for marketers and content creators by sharing their burdens. A less informed or common perception about content repurposing might be that it’s cheating or copying someone or your content.
In reality, content repurposing is a creative technique to revamp your evergreen content and relaunch it in different ways to maximize its potential.
If you haven’t repurposed content, what are you waiting for? Let’s help you make the most of your existing content.
What is Content Repurposing?
Content repurposing is a self-defining term translating to taking your existing old content and revamping it with necessary tweaks and touches and republishing. Despite common belief, it’s not copying or cheating.
Suppose you have a long-form blog on your website to eradicate any confusion. It performed well, and now you are posting the same content on social media with some SaaS social media management tool. This is not repurposing.
Repurposing content means you will take this old content and update its statistics, facts, and graphics if necessary, add some new information, and then republish your blog. Now, you can break down your content into several ways and use it as content for social media posts.
Content repurposing and multi-channel marketing can be confused together sometimes. Reason: Can you post your blogs on social media platforms? Yes! Is it repurposing? No! It’s multi-channel marketing. Breaking down that content into social media posts and posting information from that blog is repurposing.
Benefits of Content Repurposing.
Repurposing content is a way for marketers to deal with writer’s block and use old content to either republish or get ideas for the new content. Apart from that, some key benefits of content repurposing are.
Saving time is the most significant benefit of content repurposing. You don’t have to create content from scratch, as most of the work is already done. In the words of Salma Jafri, “Create less, Promote more.”
If you are republishing content, you are basically editing a blog. Recheck the facts and figures, look for additional information, and update the blog for republishing. On the other hand, you can also use your old data as an inspiration.
The first step is finished; you have taken the idea from your old content, have everything outlined, built on these pointers, and create a new piece of engaging content in less time.
Get more reach.
Suppose you have created a blog, and your traffic and engagements are lower than expected. Optimize your content, add visuals, create bite-size content, and post on multiple social media channels for more traffic.
Use a combination of multi-channel marketing and content repurposing for maximum traffic on your blog.
Help with SEO.
Content repurposing helps with SEO efforts as you create multiple pieces of engaging content against similar keywords. Algorithms and crawlers will recognize your informative content in the niche and rank you better in SERPs.
You can use your blogs for a couple of guest posts and use your content for off-page SEO, earning backlinks. Backlinks from good websites add to your website’s authority and show you as a reputable brand in the industry.
Compelling content for authority.
Since you are repurposing evergreen or high-performance content, this can help you with a compelling content strategy. You are not creating content from thin air; there is solid ground based on the performance of your old content.
Use the old content for ideas and make your new content even finer, but stay in the same niche. Multiple informative blogs focusing on consumers’ pain points and offering them various solutions will show you, as the industry expert, gaining your website authority.
Ten best ways of repurposing content.
The best place to start content repurposing is by visiting your blogs. Go over your old content and re-evaluate your content performance. Use these figures to discover your star blogs and repurpose that content in the following ways.
Revamp your old content.
Check out your old content and find out your old content that you think could have done better. Analyze the issues and find solutions. You might need to add more graphics, or the content was good, but keywords were not appropriately embedded or had low volume.
Try adding more graphics, using better keywords, placing them in H1 and H2, adding new exciting facts and statistics, linking information to good authority websites, and republishing it. Revamping old content is not limited to just bad-performing content.
Find your evergreen content like “The basics of effective SEO” and add new images, maybe a video, an infographic, some quotes, or new tips, and republish it. If it works once, it will yield results again.
Get inspiration for new blogs.
When researching your archives with a content marketing tool, find out which topics work better than others, focus on those ideas, and analyze more for your new blogs. Another method is to break down a listicle or brief article and build on each point separately.
If you have a blog, “5 tricks to getting the best of your SEO strategy,” you can easily explain each point separately in a short-form blog since SEO is a vast field and a lot of data is available for content creation.
Now, you have created five blogs from a single blog on relevant keywords and key phrases, doing wonders for your website traffic and search engine ranking. Let’s reverse the technique; if you have several articles about related niches, you can combine them and summarize them as a single blog.
Create slides of your content.
Slides are a great way to make your content more presentable and readable. Read your blog carefully, find out your hard-hitting facts and information punches, and create slides summarizing the entire blog.
Combine the key points, statistics, and quotes, and visualize them to make them attractive. You can post these slides on SlideShare for more traffic. Sharing slides on SlideShare and adding links to your website will benefit your DA.
Create infographics from blogs.
Infographics are the next step in creating a visual summary of your content after slides. If you use a lot of statistics and numbers in your blog, creating colorful infographics from your content can bring more traffic to your website.
You can publish infographics as a separate content type or supplement your existing content by adding infographics. A blog with infographics can reduce bounce rate as using infographics in a blog increases the reading drive by 80%.
Moreover, as a visual search engine, Pinterest prefers long-form images and can boost your traffic exponentially. You can create smaller images from the infographics and post them on other social media channels, pouring in traffic from several fronts.
Instructographics are also getting very popular among people. If you have guides or “How to’ articles, you can create comprehensive instructographics and share them for even more organic reach.
Write an Ebook.
If you have implemented the above mentioned technique of creating several articles explaining a single piece, you can combine these to create an ebook. Ebooks are considered authentic forms of content and can help with your brand’s reputation.
You can combine your blogs, related images, infographics, and instructographics, organize them as a book, and offer them for downloads. Ebooks are long-form content with multiple keywords being used frequently, helping with SEO efforts to bring more traffic.
Once you have finished the ebook, it can be used to get subscriptions, or you can offer it as a giveaway program and bring engagements to your social media platforms. Promote your ebooks with content marketing tools like Adublisher to excite the audience and create traffic for your website and engagements for social media platforms.
Create videos from blogs.
According to all marketers, videos are the most popular and most effective form of content. Create a transcript from your blog for a video and create a video, post it on YouTube with proper SEO, and embed it in your blog for maximum organic traffic.
It’s essential to optimize your video with keywords and meta descriptions according to your blog for relevance and better visibility for both networks. Facebook also prefers videos in your feed; you can write an engaging caption and share your video on Facebook with both links.
Similarly, you can convert a YouTube video into a blog. Transcribe your video and use it as a guideline to write a compelling blog complementing your video. Don’t make the mistake of just transcribing your video and posting it as it is. It will do more harm than good.
Opt for shorter videos.
Short videos work even better than the longer ones. If you have a long video, cut it into snippets and share it across different social media platforms in the form of Stories, Reels, YouTube Shorts, especially TikTok.
In today’s digital world, the shorter the video, the better. 69% of people prefer short videos about products and services. When creating videos, keep them under 60 seconds for more views and better engagements.
Focus on interesting facts and the benefits of the products you are educating about in your blog, keep the video exciting and informative, pack a big punch in these 60 seconds, and knock out your competition with effective content repurposing.
Repurpose content for social media.
Social media is marketers’ go-to network to get more website views by referrals. Repurpose your existing content for social media postings as part of an effective content strategy.
Facebook is great for referrals as it accounts for 71.64% of all web traffic referrals from social media. You can post images from your blogs with stats, post complete blogs, promote blogs, and add videos. Similarly, Instagram is an excellent source for getting traffic on your reels, breaking down your videos, and posting stories and reels on Instagram to get more views.
Pinterest is probably the most effective for your blog. It’s pro-link, you can promote your infographics, instruct graphics, images, short videos, and blogs and drive traffic for your blog.
Content marketing tools like Adublisher are a great fix for repurposing your content. It offers a variety of features to help you get the most out of your compelling content. You can create a post calendar from your blogs and post on multiple social media platforms simultaneously.
Suppose you want to publish your blogs regularly for your social media audience. In that case, you can tap into multi-channel marketing with the RSS Feed tool and the insights from Google Analytics to see which content to focus on.
Content for Email marketing.
Email marketing is the most effective way to generate positive leads that convert. Repurposing content for emails is a great way to get more leads, and if you want more subscriptions for your blogs, you can add images and videos in your email from your content and boost CTRs.
As mentioned above, you can create a separate blog for each topic if you have listicles. The same technique can be used in email marketing, and you can make an email from each subheading in the blog.
Webinars, Podcasts, Audio Tapes.
Consider your blog as a story or a script, and create outlines for a podcast or webinar. You can invite industry experts and ask them questions based on your content. Discuss your thoughts with them and get their opinions.
Record these webinars and podcasts and create multiple forms of recurring content. These webinars can be directly embedded in your blogs, or you can add a link to support your blog content.
Post full videos on YouTube and Facebook, or create short videos and post them across several social media networks and maximize your total views and traffic. Another form of content repurposing is producing an audio tape of your blogs.
Audio tapes are beneficial for people with vision problems and blindness. It shows a positive image of your brand and can tap into a new group of researchers and consumers.