Have you been creating high-quality content for your business? If so, hats off to you! But if you’ve never repurposed any of your existing content, your business could be missing out on some serious sales.
If you have an arsenal of blog posts, infographics, and case studies at your disposal then you don’t have to worry about churning out a new piece every week. You can actually repurpose content like these to breathe new life into your content marketing efforts.
In this blog, we’ll be talking about how you can squeeze more value out of the existing content you have and generate more leads along the way. Read on to find out more!
Repurposing content is the process of taking one form of content and altering it so it can be consumed by your audience in a different way. Sometimes called content recycling, this concept gives older content a new lease on life while boosting your marketing results. This is done by taking one type of material and reworking it into another format and/or changing the target audience for the content.
It is hinged on the idea that different people like to consume content in different ways. Some people prefer reading blogs, some people like to listen to podcasts, while some people are partial to infographics. In the same vein, people also use different platforms to consume content. Some like the quickness of social media while some enjoy spending time on a blog page.
Content repurposing allows you to convert leads from different segments, sources, and positions in the buying journey. The best part about this is you don’t have to reinvent the wheel every single time. You just need to have the right kind of content and understand how to manipulate it so that it can be relevant for different folks.
So, what does repurposed content look like? Here are some examples:
A lot goes into creating high-quality content and so it can take up a significant portion of your time. However, when you repurpose content, you don’t have to go through the hassle of brainstorming new ideas, drafting blogs, gathering quotes, writing a script, and so on before you can begin to publish.
You can draw from your existing library including your blogs, videos, and other assets to produce new content.
When it comes to content consumption, different people have different preferences. If you only create one type of content, you’re missing out on a whole other demographic to convert.
By repurposing content and transforming them into a different format, you can reach different groups of people much more effectively.
Repetition is a crucial part of marketing since it allows a brand to gain ample exposure to its target consumers. When you repurpose content, you actually give your brand a chance to consistently deliver your message to your audience.
Instead of creating one type of content for a topic, you’ll be generating several types of content that help reinforce your message and increase your conversion rates.
Organic search plays a vital role in improving site traffic and conversion. To improve your visibility, you need to cover as much real estate as possible for targeted queries.
Repurposed content gives your organic visibility and traffic a boost since it has a better chance of showing up on search results.
When you’ve been creating content for a while, some of your older pieces will eventually get relegated to the archives. Don’t let them gather dust especially if they performed well when you first published them.
Repurpose content that still holds value and relevance to your audience to give it another chance of helping your reach and convert new customers.
Before running through your archives and thinking of ways to repurpose all your existing content, you need to make sure that it makes sense to do so. There are two types of content that lend themselves well to the process of repurposing. This includes:
Evergreen content type of content stays relevant regardless of the time that passed since it was first published. It should cover topics that is genuinely interesting for your audience. These are timeless pieces that your leads will search for no matter what.
Look through your metrics and check out which pieces of content have performed the best in terms of traffic, shares, and comments. Repurposing content that resonated with your audience the most during its first run is a great way to earn new leads and conversions.
If you’ve been blogging about a certain topic for a while, you’ll start to accumulate enough information to fill an ebook or a training manual. By collating valuable information from your blog, you can create a well-organized and intuitive user manual with a high re-reading value.
You can use a specific blog post and expand it to form a single chapter or you can combine several blog posts into a single section for your ebook. To make it even more valuable, you can add move details and update the content you have to improve its relevance.
Long-from content such as ebooks and case studies can also be repurposed into a series of blog posts. You can split them into chapters and rework them into shorter blog articles that your readers can digest much more easily.
Blog posts containing statistics and other information that can be shown visually can easily be condensed and reformatted into an infographic. A great thing about this is you don’t necessarily need to be an expert graphic designer to create infographics. You can use free tools like Canva to make them.
Turning your long-form content into easily digestible videos is an excellent way to repurpose content. You can break them down into sections and condense them into short explainer videos and publish them on Youtube.
A multi-step drip campaign is a series of triggered marketing emails meant to convert email subscribers into customers. You can drive email sign-ups to your blog posts by sending out summaries and linking to the full article. You can also create an exclusive series where all the blog posts are delivered to in one go.
Webinars are a great way to deliver valuable information to your customers. However, some people who have registered for it may miss it. You can still catch these leads by turning sections of your recorded webinar into short Youtube videos or using them for a blog post.
Perhaps one of the simplest ways to repurpose content is to create podcasts using your popular or evergreen blog posts. All you need to do is record an audio version of these pieces of content and make them available for download or streaming. This way, you can capture a demographic that prefers to consume content while performing daily activities like driving or working out.
Quora is a great resource when you want to find what your customers really want to know from you. Apart from answering questions on the platform, you can turn these Q&As into a blog post so you can go more in-depth with your answers.
Blogs are an excellent source of social media posts. You can take snippets of information like statistics and facts and share them on platforms like Twitter and Facebook. Of course, you shouldn’t forget to link to your original blog post.
Social Media live sessions are an excellent way to boost brand awareness. You can use your popular blogs to create live sessions that answer people’s questions, teach them how to do something, or answer blog comments.
Whether you’re a business owner or a content marketer, time is always your best asset. When you repurpose content, you can work smarter to free up your time for more important things to build your brand.
Remember that you don’t always have to reinvent the wheel. You just need to know how to work with what you have and get the best value out of them.
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