In a digital world where content is considered King, countless websites are missing out on valuable opportunities to craft, share and repurpose their content. With only 42% of B2B marketers believing that they’re effective at content marketing, this long-term marketing strategy is one that can be easily overshadowed by other strategies that offer faster results, but it’s also the one strategy that every website needs to be adopting.
While over 60% of marketers are uploading at least one piece of fresh content every day, however, there are other ways that businesses can utilize their existing content to stand out from their competitors. Repurposing content allows you to capture opportunities that you may have missed when it was initially posted while building on previous success without reposting completely. Our experts have dug a little deeper to put together this guide to repurposing old content to maximize your results.
What Do We Mean By Repurposing Content?
When we refer to the term ‘repurposing content’, we’re referring to the process of taking something you’ve previously posted and presenting it in a new way in order to maximize its value and potential. While some of this will involve offering fresh information to existing readers and visitors, it’s also a way to capture the attention of new audiences. Whether that involves taking a blog and turning it into a video, or splitting up an infographic and turning it into an Instagram post, being able to effectively take old content and give it a new, fresh form can be a difficult art to master.
However, the processes involved in repurposing old content can also be applied to anything new you post. Creating any content form with future repurposing in mind can mean you save time and resources in the long run, giving you the chance to produce numerous high-quality forms for different audiences.
What Are The Benefits Of Repurposing Content?
- Reach New Audiences
Whether you’re looking to reuse a piece of content you’ve created in the past, or you’re putting together a fresh guide or blog, it’s likely that the original form only resonated with a small portion of your potential audience. A generational difference alone can have a vast effect on what kinds of content two different customers might react to, but a repurposed piece can help you capture a new audience without needing to create something entirely new. Multi-channel marketing is quickly becoming a must-have strategy not only for capturing different ages or genders but for capturing potential customers wherever they are online, whether that’s their social media platform or your website.
- Bringing Back Old Favourites
Whether it’s a piece of content that performed particularly well or one that you spent a lot of time on in the past that you and your audience love, bringing it back from time to time seems like a given. The trick here, however, is to make sure you’re doing it in the right ways. By refreshing and repurposing your old content, you can prevent the content from going stale, while benefiting from capturing new audiences and reinforcing your brand’s message more effectively.
- Reinforce Your Brand’s Message
Repurposing the same content can help to push your brand’s message in two ways – by offering consistency across all of your channels, and by appealing to the ‘Rule Of Seven’ in marketing. The Rule Of Seven is a relatively old concept that suggests anyone buyer needs to see or hear a marketing message a minimum of seven times before they will be secure in their decision to buy from you. In traditional marketing, this required a lot of remarketing efforts but in a world of cross-channel advertising, you can reach the same audiences on different platforms with a bit of repurposed content.
- Gain Authority
From blogs to infographics, videos and social media posts, everything you post online can be linkable and these links offer your brand and your website authority. By repurposing content, you can offer more than one resource that will encourage different websites, audiences, experts and more, to all link to the form of their choice depending on their own branding, users and preferences.
- Help Your SEO
Not only will the aforementioned authority boost help with your SEO practices, but multiple pieces of content with the same topic are likely to offer similar or identical keywords. This will give you plenty of opportunities to target these key terms and help give your site a boost in the SERPs.
Finding Content That Can Or Needs To Be Repurposed
As you can see, repurposing your content can offer you a number of benefits, but where do you start if you want to reap them? Well, first you’ll need to work out what content on your website actually can or needs to be replaced. These pieces are typically either lacking up to date information, were initially popular upon posting or are considered ‘Evergreen’:
- Do You Have Evergreen Content?
If you have content on your website that is considered ‘evergreen’, it’s likely to be a perfect candidate for repurposing. Evergreen content is generally any content that isn’t time-sensitive. A blog about a recent Google update, for example, maybe valuable at the time of posting, but by the time the next update rolls around, it quickly loses relevance. A how-to guide for building a website, however, has more longevity and is considered evergreen.
When it comes to repurposing content, the timelessness and high-quality nature of an Evergreen content piece make it perfect for reformatting. You can update the information with new details or data later on down the line if it becomes relevant but, in most cases, the content should be able to hold it’s own for years to come.
- Do You Have Anything More To Say?
If you have a content piece that could benefit from a bit of a refresh, this can also be a viable candidate for repurposing. If you have something more to say on a topic, whether that’s a new piece of data that’s just been released or a fresh take on an existing argument, you can improve on the initial article and repurpose the content into something new.
- What Posts Were Popular?
Had a popular post that seems to have gone stale over the past few months? Repurpose it! A quick refresh to the initial blog or a new format can give a tried and tested topic a whole new lease of life. Use your Google Analytics profile to work out just what the most popular posts have been, work out why they performed so well and find the best alternative format you can use to further its reach.
How To Repurpose Your Content
Once you’ve discovered which content pieces you can repurpose, you’ll need to work out the best ways to do exactly that. There are no limits on what you can do to give old content a new look or format, but some of the most common methods include:
- Create Content From Content
One of the easiest ways to produce content you know your users will have an interest in is to create ‘spin-off’ articles. If you have a blog that’s been popular in the past and is still producing results, why not put together a follow-up or offshoot? Whether you produce an annual take on a particular topic, or you take a subject from the original blog or article and turn it into its own blog with more in-depth detail, creating content from existing content can showcase your expertise and breadth of knowledge in your industry.
A high-performing listicle with a title such as ’10 reasons you should use SEO’ could be followed up by ’10 more reasons you should use SEO’ to expand on existing knowledge without having to change the title or core content from the existing post. Similarly, a post about different features of a tool could be turned into a full guide, with separate articles and pages for each feature that offers a more in-depth view, so your users can access the information they need in a more streamlined and less cluttered way.
- Create Infographics
If you have an existing blog or article that has performed well or needs a bit of a boost, taking the time to create an infographic can make the information sharable and more prone to interaction and engagement. With the information already at your fingertips, turning this into an infographic can either be done on an original basis with the help of a design expert or using templates if you’re just getting started. If you can produce a well-crafted infographic with information that your visitors want to read, it’s more likely to get shared around on social media, as well as liked, commented on and linked to across the web.
- Turn Guides Into An eBook
If your blog has been going for some time now, it’s likely that you have quite a few posts that cover similar topics, or at least topics that fall under the same subject. If this is the case, you can easily turn these guides into an easily downloadable eBook. With the right design, a bit of work on the content to ensure it all flows together well and some exclusive content to make it worth downloading, you can produce an eBook that your customers are likely to read. You’ll need to consider photos, illustrations, and your own research to ensure that there’s the incentive to download. If you’re stuck on where to begin, you can speak to our content team for more information.
- Create An Audio Version Of That eBook
Once the eBook has been completed, why not turn it into an audiobook? While some visitors might not have the time or incentive to read the book, plugging in their headphones on their commute to work in order to listen to the information is much more accessible. You’ll need to invest a bit of time into recording the book or you can opt for hiring a voice professional to do it for you, but regardless, it can offer your readers an alternative way to get the information than having to sit down and read. When it comes to uploading the audiobook, you need to pick a sound hosting site like SoundCloud or BlogTalkRadio or take it one step further and upload it to the likes of Audible, Google Play Store and Apple’s iTunes store.
- Record A Podcast
Just like an audiobook, a podcast can be a great way to give your clients and customers valuable information, but in a shorter, more digestible snippet. You could release and host weekly podcasts covering topics that you’ve written about in the past in order to capture new audiences that the original article or blog might not have appealed to. You can either record these yourself to save a few pennies or hire professionals if you don’t have anyone on hand that’s up to the task. The originality of using your own voice, however, can help you put yourself and your business forward as a thought leader in your industry – the choice is ultimately up to you!
- Create A Video
In an age where 78% of us are watching online videos every week, brands that can capture the attention of this eagerly awaiting audience have an incredible opportunity at their fingertips. It’s suggested that by 2022, online videos will make up for more than 82% of consumer internet traffic, showing that this is a medium that businesses can’t ignore. When you turn existing content into a video format, you already have the information readily available, you just need to work out the best way to showcase it visually. From graphics and animations to tutorial-style videos and industry insights from professionals in the business, a video can encourage more users to actually take the plunge of getting involved in the content, even when they’re busy.
- Turn An Infographic Into A Social Post
If you have an existing infographic, you can already share this on Social Media with a link, but have you considered breaking this infographic up and sharing it on Instagram? If you can chop up your infographic (some redesigning may be required) and turn it into Instagram-able squares, you can create a quick, easily digestible carousel of images for your existing and new customers to enjoy. With the right tags or a promo boost, it can reach further than just your followers, spreading the information and the professional look of your business with nothing more than a bit of fiddling with the design.
There are hundreds of ways you can repurpose content, whether that’s turning it into a visual format or vice versa, or even making it sharable on social media in short, sweet snippets. Whether you have a host of written content that needs a visual boost, or you’re looking to establish yourself as a thought leader within your industry, repurposing content in any way can help you capture a wider audience, offers you a chance to build authority and can help reiterate your brand’s message across every channel.
For more information about repurposing your content or how you can refresh your website to capture new audiences, get in touch with our experts for a bespoke content marketing strategy, today.