A solid content marketing strategy makes a huge difference in today’s digital age, where content is everywhere. However it can get tiring and may require extensive resources to keep on creating content. The good news is that you do not need to start from scratch every time. You can repurpose your existing content, enhance its value, reach new audiences, and boost your marketing efforts, which will help keep you off the never-ending cycle of constant content creation.
Imagine taking a well-performing blog post and rendering it as an engaging video or dynamic infographic. This not only expands reach but also reinforces your key messages across different formats. This blog post by FOR® explains everything from whys and hows of repurposing your content and maximising its effect.
Contents
Understanding Content Repurposing
Repurposing your content is basically grabbing existing content and putting it together in another engaging form. For example, adapting a blog post into a podcast, using a webinar as content for a series of short social media videos, or compiling a group of related articles into an in-depth ebook. To put it simply, it isn’t just about recycling. It is also about bringing new opportunities to connect with your audience across different channels and formats through repurposed content.
The Strategic Importance of Leveraging Existing Content
It’s not only a question of saving you time but a strategic move in maxing out your marketing. Evidently, contencan understand information in other forms. This article that did well on a blog is cahnged and transformed into video content for YouTube or a podcast episode for those who prefer listening to their content.
This will help in building reach and drive your brand’s key messages. Every time you repurpose, you provide yet another opportunity for the audience to assess your ideas, which creates a strong brand presence and upholds consistent branding across any channel.
It also allows you to meet various content needs without the constant pressure to create something entirely new. Besides, it is very beneficial for small teams or relatively small businesses with limited resources.
Benefits of Content Repurposing
Let’s see how repurposing your original content benefits your business or social media presence.
Extended Reach and Engagement
Content repurposing has the potential to reach a very vast audience. People consume content in various ways. Some would really love to read those two-thousand-word blog posts, while some might like infographics, videos, or those who favour podcasts while on a commute. With diversified content, you can present yourself on any platform on which your audience is likely to give their time.
For example, taking a successful blog post and converting it into a video means you can tap into the huge audiences on video platforms like YouTube and TikTok. And converting that into a podcast episode serves visitors who really like their content on the go.
Implementation of Stronger SEO Methods
Your SEO can also benefit from repurposed content. Google likes diversified content sites, including video, infographic, podcasting etc. Whn you repurpose your content, you get different media type, which will enhance user experience and that might even improve your ranking.
For example, you could turn a series of closely related blog posts into an in-depth guide or e-book. This not only benefits your readership but also naturally attracts backlinks for the search engine optimization process.
Time and Cost-Efficiency
This is normally resource-intensive and time-consuming to create new content and search for new information from scratch. However, through repurposing, you can simply maximise the effect without needing to start from scratch. Effective re-purposing strategies help businesses save up to 60% of their time creating content. This efficiency will help you invest more hours and resources in other important areas of your marketing strategy, for example, audience engagement and exploring new formats.
Consistency and Brand Cohesion
The consistent brand presence across all channels encourages trust and familiarity with your audience. As you repurpose content, you present your key messages and maintain a consistent brand voice, regardless of the platform or format. That helps to reinforce your brand identity and will make it more familiar and trustworthy to your audience.
Identifying Content for Repurposing
Not all content is created equally. Some are much better suited for repurposing than others. To get every last piece of value from your efforts, you need to be strategic in choosing which content you choose to repurpose. Let’s see how you can do that.
Conduct a Content Audit
Begin with a full audit of your already existing content. Tools like Google Analytics can identify the most high-performing content that draws significant traffic, engagement, or social shares. Look for metrics like time on page and bounce rate to figure out the content that resonates with your audience the most.
SEO tools such as SEMrush or Ahrefs can give you insights into keyword rankings and backlinks.
Focus on Evergreen Content
On the other hand, evergreen content remains relevant for a long period and can be repurposed. Unlike timely or seasonal content, evergreen pieces continue to provide value long after their initial publication. For example, a guide on social media marketing best practices will likely remain useful for an extended period and can be repurposed into multiple formats, such as a series of shorter blog posts, an infographic, or a video tutorial.
Effective Repurposing Strategies
Once you’ve identified the right content, the next step is to decide how to repurpose it. Here are some effective strategies.
Blog Posts to Videos
Convert a detailed blog post into a video tutorial or explainer video. This allows you to leverage platforms like YouTube, where video content is highly popular.
Articles to Infographics
Summarise key points from an article into an engaging infographic. Infographics are highly shareable and can be distributed across social media to attract a broader audience.
Webinars to Blog Series
Break down a webinar into a series of blog posts, each covering a specific aspect of the topic discussed. This approach allows you to extract more value from a single piece of content while providing your audience with digestible information.
Podcasts to Written Content
Transcribe podcast episodes and turn them into blog posts or articles. This not only improves accessibility but also boosts your SEO by adding more written content to your site.
Tools to Streamline Content Repurposing
Having the right tools can make a significant difference in efficiently repurposing content. Here are some resources to help streamline the process.
Canva
A design tool that allows you to create visually appealing infographics, social media graphics, and presentations, making it easier to transform written content into engaging visuals.
Lumen5
This tool converts blog posts into videos by summarising content and pairing it with relevant visuals and music. It is perfect for quickly creating video content.
Audacity
A free audio editing tool that’s great for turning written content into polished podcast episodes.
Descript
It is a powerful tool that transcribes audio and video content, allowing you to easily edit and repurpose it into written formats.
Conclusion
In the fast-paced world of digital marketing, content repurposing is a necessity. By repurposing your existing content, you can maximise its value, reach new audiences, and maintain a consistent brand presence across multiple platforms. This approach saves time and resources while ensuring that your content continues to deliver results long after its initial release.
If you want to increase the effectiveness of your website by rebuilding or repurposing the website design or website content, then you can contact Toni Hukkanen, the head of FOR®’s Digital Marketing Agency.
