Content marketing is a cornerstone of any successful marketing strategy. But constantly creating fresh, high-quality content can feel overwhelming.  Repurposing content, or reusing content in a new format, offers a strategic solution, allowing you to maximise the value of your existing content and extend its reach.

This guide dives deep into the world of content repurposing. We’ll explore the numerous benefits it offers, delve into practical strategies for repurposing content across various formats, and provide tips on how to implement a successful repurposing plan.

Why Repurpose Your Content?

Repurposing content, or reusing content in a new format, offers a wealth of advantages for marketers:

• Boosts SEO: By creating variations of your content using relevant keywords, you establish yourself as an authority on a topic. This can significantly improve your search engine ranking and drive organic traffic to your website. Consider including long-tail keywords in repurposed content to target specific audience searches.

• Saves Time and Resources: Repurposing existing content frees up valuable time and resources that can be channelled into other marketing initiatives. It’s a cost-effective way to expand your content library without significant additional investment.

• Reaches New Audiences: Different audiences consume content in different ways. Repurposed content allows you to reach new demographics and expand your brand awareness on various platforms. Analyse your target audience demographics and content preferences to choose the most effective repurposing formats.

• Extends the Lifespan of Your Content: The internet moves fast, and content can quickly become outdated. Repurposing content breathes new life into older pieces, ensuring they continue to provide value to your audience. Regularly review content analytics to identify outdated content with potential for repurposing.

• Increases Engagement: By offering content in various formats (text, video, audio), you cater to different learning styles and preferences, potentially leading to higher engagement. Track engagement metrics (likes, shares, comments) across different platforms to understand how your repurposed content resonates with your audience.

Planning for Repurposing Success: Choose the Right Content

Before diving headfirst into repurposing, a little planning goes a long way. Here’s how to choose the best content to repurpose:

• Identify High-Performing Content: The best content for repurposing is already resonating with your audience. Use website analytics tools to pinpoint blog posts with high traffic, engagement metrics (likes, comments, shares), and backlinks. Social media analytics can also reveal which posts garnered the most attention.

• Consider Content Format and Audience: The format of your content and your target audience will strongly influence how you repurpose content. For example, a data-heavy blog post might be ideal for an infographic, while a how-to guide could be transformed into a video tutorial. Consider the visual elements and level of detail required for different formats when choosing content to repurpose.

Repurposing Across Content Formats: How to Repurpose Content

Now, let’s explore how to repurpose content across various formats:

• Transform Them into Captivating Videos: Craft a compelling video script based on your blog post, incorporating key points and narrative flow.  Utilise screencasting tools to create explainer videos that visually demonstrate concepts.  Consider adding explainer animations or live footage to further enhance engagement and illustrate complex ideas.

• Infographics: Visualise Data-Driven Insights: Data-rich blog posts can be repurposed into visually compelling infographics.  These infographics should summarise key statistics and trends in an easily digestible format.  Leverage design tools like Canva to create professional-looking infographics that are not only visually appealing but also clear and informative, maximising their shareability.

• SlideShares: Engage Visual Learners: Repurpose your blog post into a captivating SlideShare presentation. This format caters to audiences who prefer a more visual approach to consuming information.  Include high-quality visuals that complement your text, ensuring they are clear and relevant to your points.  Keep your text concise and focused on highlighting key takeaways.  End with a clear call to action, directing viewers to your website or other content for further details.

• Ebooks:  Craft Valuable Lead Magnets:  Combine several blog posts on a related topic to create an in-depth ebook.  This comprehensive resource serves as a valuable lead magnet, incentivising users to provide their email addresses in exchange for the downloadable content.  Offer the ebook for free and promote it through targeted email marketing campaigns or social media posts.  Ensure the ebook offers additional value beyond the blog posts, such as exclusive insights or case studies, to justify the email signup.

These are just a few ways to repurpose your blog posts.  By being creative and considering your audience’s preferences, you can unlock a wealth of possibilities to extend the reach and impact of your content.

Repurposing Existing Content: Repurpose, Refresh, and Re-Engage

While evergreen content is ideal, even valuable content can become outdated over time. Here’s how to identify and breathe new life into these valuable assets:

• Leveraging Website Analytics: Utilise website analytics tools to pinpoint older blog posts, webinars, or ebooks that still generate traffic but might contain outdated information. Look for metrics like page views, bounce rate, and average time on page to identify content that resonates with your audience but might need a refresh.

• Content Audit Tools for Efficiency: Consider using a content audit tool to streamline the process of identifying outdated content with high repurposing potential. These tools can analyse large amounts of content data, highlighting areas that need improvement and suggesting potential repurposing opportunities.

• Revitalising with Fresh Data & Trends: Once you’ve identified outdated content, revisit it and incorporate new data, current trends, and relevant industry insights. This ensures the content remains informative and valuable to your audience.

• Strengthening Calls to Action: Revisit the content’s call to action (CTA).  Is it clear, compelling, and aligned with your current marketing goals? Update the CTA to encourage viewers or readers to take the desired action, whether it’s subscribing to your newsletter, downloading a resource, or visiting your website for more information.

• Maintaining Relevance with Republishing: After refreshing your content, republish it with a new date. This signals to search engines that the content has been updated and can improve its ranking potential in search results.

• Internal Linking for Enhanced User Experience: Consider adding internal links within the refreshed content to direct users to newer, related content on your website. This improves user experience by providing a seamless flow of information and keeps visitors engaged within your website ecosystem.

By following these steps, you can transform outdated content into valuable assets that continue to attract and engage your audience.

Keeping Your Content Evergreen: The Art of Updating and Republishing

The process of updating older content doesn’t have to be complex. Here’s how to keep your content library fresh and vibrant:

• Revisit and Revise: Set aside time to revisit your older content, particularly pieces that still generate traffic or engagement. Analyse the content for areas that might need updating, such as outdated data, statistics, or industry references.

• Incorporate New Information and Insights: Integrate the latest data, trends, and industry insights relevant to your content’s topic. This demonstrates your expertise and ensures the information remains accurate and valuable.

• Refresh Visuals for Maximum Impact: Visuals play a crucial role in content engagement. Consider updating outdated images, infographics, or charts to maintain a fresh and visually appealing look.

• Republish with a New Date: Once you’ve updated the content, republish it with a new date. This informs search engines and audiences that the content has been refreshed.

• Boost Ranking Potential with Strategic Republishing: Strategically republish your content based on industry trends or relevant news cycles. This can help your content resurface and gain renewed interest, potentially improving its ranking in search results.

By regularly updating and republishing your content, you ensure it remains informative and relevant, maximising its value and impact for your audience and search engines.

Repurposing for Social Media: Maximise Your Reach

Social media platforms offer a fantastic opportunity to repurpose content and reach new audiences. Here are some specific strategies:

1. Blog Posts: Social Media Snackables That Spark Curiosity

Blog posts are a rich source of material for social media content creation.  Here are some effective strategies to repurpose key elements:

• Extract Key Takeaways and Quotes: Identify the most insightful or thought-provoking statements from your blog post.  Transform these gems into engaging social media posts.  Use compelling visuals or eye-catching text overlays to grab attention and pique viewers’ curiosity.

• Craft Compelling Questions: Leverage the information in your blog post to create thought-provoking questions related to the topic.  This approach encourages audience interaction and sparks conversation around your content.

• Utilise Statistics for Impact: Statistics and data points can be powerful social media tools.  Extract key statistics from your blog post and present them in visually appealing formats like charts or infographics.  These data-driven snippets can spark discussion and establish your brand as a thought leader in your industry.

• Offer a Glimpse into the Full Content: While providing valuable information in your social media post, ensure it leaves viewers wanting more.  Encourage them to delve deeper by including a call to action (CTA) directing them to your website for the full blog post.

2. Infographics: A Serialised Approach to Build Anticipation

Infographics excel at presenting complex information in an easily digestible format. Here’s how to repurpose infographics for social media:

• Break Down the Infographic: Instead of sharing the entire infographic at once, consider breaking it down into smaller sections.  This allows you to create a social media series, teasing viewers with snippets of information and building anticipation for the complete infographic.

• Focus on Specific Data Points: Highlight specific data points or key statistics from your infographic and create individual social media posts focused on each element. This allows you to delve deeper into specific aspects of the data and provide more context.

• Maintain Visual Consistency: While breaking down the infographic, ensure each section retains the overall visual style and branding.  This maintains consistency across your social media posts and reinforces brand recognition.

3. Videos: Bite-Sized Content Gems with High Engagement Potential

Videos are a powerful social media engagement tool. Here’s how to repurpose existing videos for maximum impact:

• Craft Attention-Grabbing Snippets:  Identify the most captivating or informative sections within your webinars or videos.  Extract these segments and create short, attention-grabbing clips specifically tailored for social media platforms.  Consider the platform’s time limitations and adjust clip length accordingly.

• Leverage Captions and Text Overlays: Many social media platforms allow for captions and text overlays.  Utilise these features to enhance accessibility and engagement.  Add captions for viewers watching without sound, and use text overlays to highlight key points, quotes, or calls to action.

• Experiment with Different Formats: Explore the diverse video formats offered by different platforms.  For example, you can create short explainer videos on YouTube Shorts, captivating behind-the-scenes glimpses on Instagram Stories, or answer frequently asked questions (FAQs) through short video responses on TikTok.

• Encourage Interaction Through Polls and Questions: Social media platforms offer interactive features like polls and questions within video content.  Utilise these tools to encourage audience participation and spark conversation around the repurposed content.

4. Podcasts: Audio Snippets Transformed into Engaging Videos

Podcasts offer a wealth of valuable audio content.  Here’s how to repurpose podcast snippets for social media engagement:

• Extract Key Insights and Soundbites:  Identify the most insightful or engaging moments from your podcast episodes.  These could be interesting interview snippets, thought-provoking questions, or impactful statements.  Extract these soundbites and transform them into short social media videos.

• Combine Audio with Eye-Catching Visuals: While audio is the core of podcasts, consider adding visually compelling elements to your repurposed content.  This could include static images, relevant video clips, or animations that complement the audio and enhance engagement.

• Leverage Text Overlays for Accessibility and Impact: Integrate text overlays that highlight key points, quotes, or calls to action within your repurposed video content.  This ensures viewers can understand the message even without listening, increasing accessibility and engagement.

• Promote Full Podcast Episodes with a Taste of Value: Utilise your repurposed social media content as a springboard to promote the full podcast episode.  Offer viewers a valuable snippet of the conversation and encourage them to visit your podcast platform or website to listen to the entire episode.

How Content Conga Can Help with Repurposing Your Content

While you now understand the benefits of reusing content, perhaps you need assistance with putting this into action. Here, at Content Conga, we have the know how and expertise when it comes to repurposing content. Get in touch now to discuss your requirements and let our UK writers help.