Simply said, repurposing content involves taking one item and reusing it elsewhere. In principle, that sounds simple enough, but putting it into practice can be difficult. To make it truly effective, it’s best to create content with repurposing in mind, so you can quickly slice and dice it into various formats. Repurposing content appears to be a cop-out. Take existing information, rework it a little, throw in some current numbers and statistics, and spruce it up with a fresh look. Sorted out. Sounds great!
Repurposing content is also known as content recycling is the practice of reusing all or elements of existing content to expand that content’s reach. Repurposed content is typically transformed into a new format (for example, turning a blog post into an infographic).
The benefits of repurposing content are considerable, too. When you focus your energy on producing one awesome asset like a blog post or video, you’re likely to produce a better piece of work than you would by dividing your attention across every platform you’re responsible for.
By creating said content with repurposing in mind from the beginning, you can reuse pieces of it elsewhere without your audience feeling like you’re cutting corners. That frees you up to focus on doing one thing really well, while still getting tons more work done with way less effort.
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Why You Should Repurpose Content?
You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people. And that’s the main idea behind repurposing content.
Here are a few benefits for repurposing content:
Reaching New Audiences
When you first publish a piece of content, the performance might be average. However, over time, it gains traction and does a little better. When you repurpose that content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it.
Boost your search engine optimization
Multiple pieces of content centered on the same subject can lead to more opportunities to target a specific keyword. Plus, if you use your repurposed material outside of your site, you can get excellent backlinks with the extra benefit of being able to edit the anchor text in the link.
You save cash as well as time
Content development isn’t simple or inexpensive; it takes a lot of time and effort. According to a recent survey, creating content takes anywhere from one to six hours on average. It’s pointless to devote so much time when your present content can suffice. “You don’t have to produce material daily. All you have to do now is work on getting more people to see the material you currently have.” And that’s exactly the goal of repurposing content: you’re giving old content new life to reach new audiences.
How to choose the Existing Content for Repurposing?
Turn blog posts into podcasts.
If you come across a blog post with the content you’d like to expand on, turn it into a podcast episode. Podcasts can be a platform to deliver “dry” or “difficult” content in a digestible way.
Podcasts are also more accessible. Listeners would be able to access the information on the go, rather than reading a blog post on a desktop. This could also expand the reach of your content.
A podcast episode, or a series of podcast episodes, allows you to expand on the information and provide examples you’ve pulled from the post in a conversational way. You can also provide updated facts you’ve found. For distribution, put the podcast at the top of the existing blog post and promote it through social media and email list content strategies.
Turn internal data into case studies
What types of data do you collect, and how do you interpret them? If you gather social media metrics, collect SEO data, or analyze traffic performance, there’s room to use that data to make a case study. You can draw inferences from the data you’ve collected in the past and try to learn something new.
One benefit of turning collected data into a case study is that it shows your readership that you are effective at interpreting data. It makes your blog look more credible. Another is that you’ll have the chance to figure out the cause and effect of important decisions you’ve made for your business by doing the study.
You can turn the case study into a blog post for distribution, but you can also make it a content offer to potentially boost conversion.
Use webpage content for video content.
85% of internet users enjoy video content Blog posts already contain a lot of valuable information, and an alternative to producing a podcast to deliver information is by making a short video.
Videos are engaging and entertaining. Personally, I enjoy watching video versions of blog posts because I am a visual learner, even if it’s just someone talking. A video that has a couple of interesting graphics could really pull the viewer in. If you have a YouTube content strategy, producing a video with blog post information could fit into that strategy like a glove. This tactic makes your content available across more than one platform.
Gather content for an Ebook.
If one of your business goals is to increase the amount of content offers you have, consider collecting a series of content, such as templates you’ve created, analysis processes for data, or interview content into an ebook.
Ebooks boost your business’s credibility and work well as content offers. There are so many subjects you can cover with an ebook. Publishing an ebook of information you already have lessens the work for you because most of it is already written. All that would be left is organizing the content, publishing it, and distributing it.
Make a slide deck for SlideShare.
If you have a data report that you want to repurpose. For this, you can make a slide deck with the data report’s information and upload it to SlideShare. SlideShare is a platform on LinkedIn that you upload public, shareable slide decks.
If you’ve found that the data you want to turn into a SlideShare is expansive, you can turn the rollout of data into a series of slide decks, separated by topic or section. That way, people can jump to the appropriate deck to find the information they need quickly.
A data report on SlideShare expands your LinkedIn content and makes your business stand out on LinkedIn. Not every business uses SlideShare, so you have the chance to attract connections on your feed that are interested in data and want an accessible way to read it.
Use Testimonials for social media content or product pages.
Have you received some stunning testimonials about your product? You can use this content for your product page or include it in your social media strategy.
Adding testimonials in visible places draws in customers who don’t consider purchasing from a business without reading a testimonial. It also lets customers know that your business is already trusted by audience members. Testimonials can also improve customer relationships. Putting reviews or testimonials in the spotlight sends a message to customers that their voice is being heard and matters.
Use statistics for social media content.
This is a great use for collected data turn it into a graphic and use it to diversify social media content. For instance, if you’ve got a statistic about blog readers, you can turn that into a visual experience.
Statistics on a social media page, such as Instagram or LinkedIn, make your page as a whole look credible. It shows the public that your business cares about industry data as part of your brand.
If a statistic on the main feed doesn’t fit in with your current strategy, try using other platform features for distribution. For instance, you can create an Instagram Story highlight for stats and upload them there. That way, you can turn statistics into a part of your content strategy in a way that doesn’t interrupt it.
Update old blog posts with new information.
If you run a blog, updating blog posts should be a part of your content strategy. A large number of posts that contain good information don’t have to stay lost in the past. As you’re combing through your blog archive, pick outposts that can still be valuable with a few tweaks.
Updating blog posts is also a great time saver. You don’t have to write a completely new post, and most of the content is already publish-ready. All you have to do is make the information current.
It’s not so much about recycling as it is about bringing things back into relevancy through a fresh, more in-depth perspective. Others may think the same thing you did when you first felt a certain SEO approach was nice and effective.
Refer to blog content for online courses.
If one of your current marketing goals is to really crack down on producing video content. You already have a backlog of content to refer to for ideas. Consider turning blog posts into an online course.
If your blog is sorted by different topic clusters, for example, “local advertising” and “ultimate guides,” you can create a course based on the content you’ve written for the topic cluster. Or, if your business has a team or department based on certain topics, you can work with them to structure a course.
Online courses are effective in showing your business’s expert opinion on topics, so for distribution, include segmented email subscribers. Email subscribers have already communicated that they value extra content from your business, and are likely to check out your online course.
Offer guest contributions for topics you’ve already covered.
Repurposing content can also build industry relationships. If there’s a topic you feel like an expert in, but you’ve already written a blog post about it. Have you reached out to similar businesses in the industry for an interview about the topic?
The interview can be about the content you’ve covered in the blog post and why it’s valuable information. Or, a guest post could use the information you’ve put in the initial blog.
This tactic for repurposing content builds a relationship with a business in your industry that can be useful in future endeavors. Additionally, the exposure brings the audience of that business to yours.
Repurposing content offers numerous advantages, and it’s a simple approach to fill in the gaps in your content calendar because the majority of the work has already been completed. Return to your statistics and modify your best-performing content into something fresh that will increase your organic traffic and leads.