Written by Mansi Shah
Content repurposing is finding new ways to recycle your existing content for the purpose of remarketing. Maybe one of your blogs gathered a lot of engagement because of the topic. In that case, you could convert an entire blog into a video to engage with audiences on one or the other platforms. When high-performing content is repurposed, engagement across your promotional channels is likely to spike.
Content repurposing is also beneficial when resurrecting and recycling old posts. In case your video from 2 years ago didn’t gather the engagement you expected, you can always modify it for your current audiences to gather better results.
Why content repurposing?
Should you repurpose content? Yes. A content repurposing workflow focuses your brand around an idea and presents innovative ways to showcase this idea.
What are the benefits of repurposing content? For starters, you get to explore creative ways of presenting varying types of content. Content repurposing can help you promote a message to a wider audience. You can reach more people with a message that is important to you.
By repurposing quality content across multiple channels, you are gathering more interest in your message. Additionally, it saves time and effort when you already have the research in place to create relatable content. There are many other benefits of repurposing content.
Here are few benefits of repurposing content:
- Focus on multiple goals at once
- Redeem less successful content in a fresh angle
- Reach new people with an idea pivotal to your brand
- Expand your reach across multiple promotional channels
- Diversify your content with different formats and styles
- Minimize your time and effort in content creation
- Bolster your online presence with creative ideas
Considering that your content must gather results, content repurposing is a useful method of marketing. In this post, we’re going to cover the best practices for repurposing content. By exploring ways of content repurposing for social media and your website, you will gain a fair idea of the content marketing strategy. Let’s dive in!
Best Practices to Repurpose Content
Turn infographics into blogs
Blog posts are a powerful content marketing tool. If you want to repurpose content, you can do well by creating catchy blog titles. Blogs are a great way to establish your presence as a subject matter expert. And infographics are the most shared content online. Converting insightful infographics into blogs can position yourself as a thought leader.
By combining the power of blogging with catchy infographics, you can create a compelling title that is guaranteed to get clicks. After all, content repurposing is all about engagement.
Essentially, infographics are packed with facts and statistics. Expanding an infographic into a blog post can help your audience engage with the message effectively.
Turn webinars into videos
60% of webinars are aimed at creating loyal customers by engaging in fruitful conversations. Although Q&As are used by 81% of all webinars, there could be a lot of unanswered questions. Video marketing is booming because most people prefer watching videos and GIFs to reading texts or humor snippets. And since webinars are a powerful lead generation tool, you can utilize videos to summarize or promote their core message.
Videos are the most consumed type of content, and creating informational videos becomes easier when you have a solid foundation. Since a webinar is designed to engage prospects with a core message, the video based on a webinar will retain this intent.
Turning webinars into videos can help in repurposing content for social media, especially by simplifying the content with an interactive projection of ideas. You don’t have to fit the entire 2- hour webinar into one video, rather use a video series to create engaging content for users.
That way, people who haven’t attended the webinar get an exclusive look into the matter.
Turn slideshows to infographics
Slideshows and presentations are still super popular. However, infographics can help increase the shareability of your content; it is an effective way to present ideas. Infographics gather a lot of engagement online. Especially when remote work and virtual collaboration are increasing in popularity, a slideshow may not be as effective as a set of infographics.
If you would like to pitch an idea to a client, you can include well-designed infographics on a page rather than a lengthy slideshow. That’s because virtually, your presentation skills are dependent on how effectively you convey the point in the shortest time. Better yet, a pitch deck is an ideal opportunity to fish out all the evergreen content for repurposing as an infographic.
That’s because infographics are sure to add value to your pitch.
Turn statistics into tweets
Another powerful way of repurposing content for social media is to turn statistics into tweets. Since tweets can create a powerful first impression, statistics can offer the credibility required to drive the point home.
There’s plenty of research out there about almost everything in the world. By leveraging statistics to create tweets or Facebook posts, you are fostering more engagement. Everybody on the internet wants credible information, and statistically speaking, there’s no better form of subject expertise than statistics.
Turn podcasts into blogs
Podcasts are increasing in popularity, and every industry is leveraging this trend to promote its content. A report from podcast insights states that there are over 48 million episodes as of April 2021. Turning podcasts into blogs is an effective content repurposing workflow. It’s simple and straightforward. You already have the content in the form of a podcast. You just have to transcript the podcast into a blog with key takeaways from the episode.
Considering that 5.27 billion people use Smartphones in the world, your podcast has a higher chance of reaching someone’s ear than ever before. Besides, the success of social media apps like Clubhouse are clear indications of how the audio market is gaining more popularity, yet again.
Creating an eBook
Ebooks are downloadable resources that can bolster your brand’s influence. By compiling existing content into an ebook, you give readers a chance to delve into the journey of your brand. Considering that downloadable resources are powerful lead magnets, you can generate a lot of leads and interest in your brand message. This increases your influence as a market player in the industry.
Why do you think Amazon continues to thrive off their online book store despite the massive intelligence they have acquired over the years? Because books are evergreen forms of content. Creating ebooks is an effective way of content repurposing to stay competitive and share value with consumers. You can turn your blogs into an eBook as well!
Here’s an example of a blog turned into an ebook: The Ultimate Guide to Email Marketing
Repurposing social media posts
How do you repurpose content on social media? It’s simple and ever-present. For example, if you post a Christmas post every year, you are already repurposing content for social media. The same applies to a post about world environment day or labour day. However, it is important to remember that your audience expects something new always.
The idea of content repurposing on social media is to retain the core message with an added creative flair. You could use a different template for the repurposed post or maybe change the text a little. Essentially, while repurposing on social media, the content has to be relevant, engaging, and purposeful. Additionally, you could turn your videos or blogs or podcasts into social media posts as well!
Another effective content repurposing method is to write a few guest posts for high-domain authority websites. The blog can be based on an existing blog or video, or infographic you made. By turning it into a blog post, you are aiming to expand your reach in the market. Just be sure to insert the relevant backlinks and CTA’s to drive leads to your website.
Ideally, guest blogs are a powerful way to break the monotonous cycle of posting on all your social media channels. By guest blogging, you are adding to the content marketing efforts of a third party by providing relevant and engaging content about your idea.
Content repurposing is all about your keen attention to detail and the constant studying of performance metrics. By studying the performance of your content and competitor analysis, you can create trending topics based on existing material. By creating optimized content, you can amass a great influence as a brand that can be utilized for effective marketing. Your goal is to provide value to the end-consumer, and it doesn’t matter if you are repurposing content as long as the way you engage with them is informative and value-added.