Content repurposing is easier as compared to creating new content. It requires reworking your existing, quality content and presenting it uniquely on current and new channels.

Almost 94% of marketers believe that repurposing content for various channels and mediums works for them, while 6% think of doing so in the future.

Repurposing content, also called content recycling, is the practice of reusing elements of existing content to expand its reach. In other words, it is the process of transforming the content into a new format, like turning a blog post into an infographic.

It allows you to reach people you have missed. Importance of repurposing saves time as it can be done without writing a new blog from scratch.

Let’s discuss the basics of content repurposing, the top strategies to repurpose content you have already created, and the benefits it can bring to your business. Also, I will discuss how to create new content with future repurposing in mind.

Let’s begin!

What is Repurposing of Content?

This is the process of converting existing content on your website into new formats to maximize its reach and value.

Examples of content repurposing include: 

• Turning a blog post into a video or podcast episode. 
• Creating social media posts from existing blog content.
• Turning a series of blog posts into an ebook.
• Transforming a webinar or workshop into a series of blog posts or video tutorials. 
• Creating infographics or slideshows from existing data or statistics.
• Turning an interview or Q&A into a podcast episode or blog post.

Why Repurpose Your Content?

Derek Halpern, the founder of Social Triggers, rightly suggests: 

“You do not have to create content day in and day out. You only have to work on getting the content you have in the hands of more people,”. 

That’s the main idea behind repurposing content.

So, content repurposing is a proven effective marketing strategy for many reasons. This can enhance business marketing, save time, and help business owners establish a solid online presence. It is a proven strategy. It helps in expanding your audience reach with minimized cost and effort.

Finding new ways to refresh your existing content and repurposing them has a lot of benefits. When repurposing old content or creating unique content with repurposing, you are saving yourself a lot of time. Additionally, it helps you scale in terms of content engagement and audience reach.

Here are the top benefits of repurposing your content:

• Reaches New Audience: Some people prefer visual infographics to texts, while others choose podcasts or ebooks. Repurposing your content means appealing to the audience and extending reach.

• Improves Organic Visibility: Organic search provides the majority of traffic, and repurposing optimized content in various formats can lift organic visibility significantly.

• Minimizes Time and Efforts: Repurposing your content allows you to maximize yield with the same amount of inputs keeping quality intact. This saves time to focus on other sections of marketing as well as other business.

• Offers More Opportunities For Backlinks: Repurposed content increases the chances of acquiring links from a variety of sources.

How to Decide Which Content to Recycle?

Here are the steps to decide how to move forward with your content repurposing strategy:

• Know your goals: You should be clear about why you want to repurpose your content. For instance, if you want to recycle your content to increase your subscribers or to bring in qualified leads to sell your products, then sticking to these goals while revamping your content is required. You should be clear on how to measure the repurposing of your content and what metrics you will use.

• Audit your existing content: Start finding content on your website that best suits your goals. Find content that could perform better on your website by looking at your analytics. Look at their organic visibility, reach, linking structure, and shares. Focus on finding evergreen content that will make sense to users for years. Also, look at your blogs’ comments, reviews, and feedback and take them seriously to improve your future content.

• Research your competitors well: Search the internet thoroughly and find what kind of content is performing well for your topic. Check out your competitors and find out what they have done to create a better version of the content. You can also reach out to notable bloggers and websites who have linked high-quality content pieces and further share new and improved versions with them. If your content has more potential these bloggers might change the link to yours. You also need to perform deep keyword research for which they are ranking high.

• Build your content: Once you have performed your research and are clear about your goals, develop an outline and create high-quality content for your website using various strategies. The end product should be a revamped and revitalized version of your existing content.

Top 5 Ways to Repurpose Your Content

Here are the top methods to repurpose your existing content:

1- Convert Your Blog Into A Video Or Infographic 

People appreciate visuals; hence creating visual infographics or videos of the most hard-hitting content from your posts is an engaging way to give meaning to your content.

You can place these infographics within the blog post. However, it is better to repurpose them and post them on social media.

It was reported that online videos had an audience reach of 92% among internet users worldwide.

These are great, especially with graphics-heavy pieces. For example, you may write a script to include in a blog post and convert it into a YouTube video where a salesperson runs through the script.

Blog posts contain valuable information, and an alternative to delivering quality information is by making a short video that is engaging and entertaining. A video has some exciting graphics that could pull the viewer in.

If you have a video content strategy, producing a YouTube video with blog information could fit into that strategy easily and make it more available than one platform. 

Add a video to the title, use the video for the body, and keep the introduction a shorter post to lure skimmers who want quick and concise information to read.

To ensure that your videos are accessible to everyone, create transcripts. While you may also create captions for your content, creating transcripts allows your audience to enjoy what you offer.

2- Use User-Generated Content For Social Media And Product Pages

User-generated content can be anything from testimonials or reviews on product pages to tweets from satisfied customers. Although it may seem like it provides only value in its original channel, it can also be repurposed for social media.

If you have received testimonials or reviews regarding your product, you may use them to beef up your product page or include them in your social media strategy. 

Adding testimonials in visible places draws the attention of customers who only consider purchasing from a business after reading a testimonial. It also lets them know that their audience members already trust the business.

It can also improve customer relationships by putting reviews in the spotlight so customers know that their voice is being heard and that it matters to the organization. It may seem convoluted; however, you can even repost content from social media to other social media platforms.

3- Use Your Best-Performing Content In A Podcast 

Many businesses have just begun getting a hold of the podcast wave. If you are new to it or want a refresher, consider checking out guides to starting a podcast for your own business. Learn how to organize content, build your feed, and market it to the targeted audience.

Consider creating audio content and podcasts out of your high-performing posts, which may include blogs, videos, or even thought leadership posts. You may use your copy as a script, invite thought leaders for more discussions on the insights they have given for the posts, or discuss the blog post in the original form as it was. 

There are various ways to repurpose your blog posts to give them a new spin and share their content with different audiences. Podcasts are unique in allowing creators to share their experiences with their audience and their content on a personal level, as hosts humanize a brand or business with their own experiences and anecdotes, often with lighthearted conversations. Podcasts are also a great way to reach younger audiences, specifically Generation Z and Millennials.

While learning about podcasts, one of the draws is that they feel human. Use it to your advantage, and consider taking videos of your recording sessions. When you have upcoming episodes, release short video snippets on social media to generate excitement among your audience or post snippets of recent podcast episodes. You may also invite a popular guest to participate in your podcasts, which adds an element of excitement to the listeners and followers and helps you get a vast audience.

4- Create an Expert Ebook From Long-Form Blogs 

Convert your long-form blogs that provide educational value into an ebook. You can touch on critical elements of the subject and offer the ebook as an in-depth discussion of the content. 

Therefore, if your business goal involves increasing the amount of content offered, you should collect a series of blog posts or interview content into an ebook.

It will help boost your business credibility and work as content offers. Many educational subjects can be covered through an ebook.

Publishing an ebook about the topics you already have content for decreases the work for you, as most of it is already covered. All you need to do is organize the content, publish it, and distribute it. 

Besides making it a conversion opportunity, you may promote the ebook as a social media content strategy. For example, LinkedIn is for professional networking, and announcing an ebook to industry connections draws in a related audience.

Interviews are another popular form of content. They’re easy to conduct by emailing an expert a quick question or two, easy to edit and instead copy and paste, and usually get a ton of traction as the interviewee shares and promotes the article themselves. You can repackage those interviews in an expert advice ebook. 

Changing the medium of the content helps reach people who prefer ebooks instead, as they are easier to download and can be read later. It can even get the attention of those who first missed the live interviews, webinars, and podcasts.

5- Create A Webinar From A White Paper

Take a white paper that you have written and turn it into a webinar. You can use the main points and insights from the white paper to create a slide deck and record a webinar.

While a white paper can be a great way to provide in-depth analysis and insights, it can sometimes be dry and difficult to digest. 

By turning it into a webinar, you can provide more context and explanation for your audience, making the content more engaging and easier to understand.

You can then promote the webinars across a variety of channels, including social media and email. This can help expand your reach and attract new leads and customers. 

Besides, webinars can be a powerful lead generation tool, as they allow you to collect contact information from attendees and follow up with them after the event.

Conclusion

Creating high-quality content can be a tedious, monotonous, and draining task that takes time. It needs time, care, and appropriate resources to provide valuable content to your audience.

There are considerable benefits to repurposing content, and it will be easy for you as most of the work has been done already. 

You need to find your best-performing content and transform it into something fresh that will lift your organic traffic and, in turn, your growth. Take a cue from the above ideas and repurpose your existing content.

Want to amp up your content creation? Leverage Brenton Way’s powerful AI content repurposing technology to generate a 350% increase in brand impressions. To know more, schedule a strategy call with Brenton Way’s content marketing experts.