When it comes to creating content, fresh is always best. However, that doesn’t mean that your old content is lost to time. Instead of feeling the pressure to constantly create new content, you can save time by repurposing your existing content to remain consistent with your website updates and social media posting schedule.
‘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’, says Derek Halpern of Social Triggers.
Repurposing old content does not mean simply re-sharing it. To repurpose, you update your content with the latest facts and statistics, replacing those which may now be outdated. Repurposing also involves adapting your content to fit a different form, such as changing a blog to an infographic, or a video to a podcast. There are many ways of repurposing content, and many benefits that can be reaped. Read to discover how repurposing content can help you grow your business!
Benefits of Repurposing Content
Boost your SEO
When you address the same topic with multiple blogs and posts, you create more opportunities to use keywords and phrases relevant to your target audience’s searches.
Reach new Audience Members
Your content may have made an impact with your audience when it was published, but what about your new audience members? When you repurpose older content and share it across your different platforms, you can offer up your content to those who may have never seen it before.
Reinforce the Message of Your Content
To successfully get your message across, repurposed content can help. According to the Rule of 7, a business’ message needs to be heard seven times before it makes a lasting impact and leads to conversion.
Increase your Level of Authority
Repurposing and republishing content across your platforms serves to establish your status as an authority in the industry. If an audience member sees that your content is shared on multiple, and received well, it helps you stand out among your competitors as an industry leader.
How to Repurpose Content
Step 1: Create New blogs from Old Posts
You should always aim to create high quality content. When you do this, you can make a lasting impact with the reader and demonstrate your knowledge and expertise within your industry. Another benefit of creating great content is that it lends itself to being repurposed.
Topics that you have covered in one successful blog post can be extracted and made into separate blogs (similar to how television shows sometimes have spin-offs!) Certain elements of the original blog can be brought into focus and made worthy of their own blog post.
Step 2: Create an Infographic From Your Existing Content
Infographics are easily digestible sources of quality information that are easily shareable across any platform. If you have a blog, video, podcast, or white paper that contains a lot of data and information, you can compile this information into a compelling infographic and share it on all of your channels.
Step 3: Repurpose Older Posts
Some of your older blogs may be repurposed and republished as new articles. Very often, blogs will feature information, such as statistics, that have become outdated. Perhaps industry trends have changed, and your older blogs could be altered to align with current industry trends.
This can be pretty straightforward. Make sure you don’t copy the older post word for word, and maybe add an introduction before the main body of text to let your readers know about the origins of the blog.
Step 4: Use Social Media to Re-share and Reach a Wider Audience
Some of your older content can be re-shared today with the same value that it had in the past. Though it may seem like spamming, it is far from it. According to Venture Capitalist Tomasz Tunguz, reposted content can attract approximately 75% of the engagement from the first share.
Chances are that some of your audience may have missed your original post. Furthermore, you can reach audience members at peak times across different time zones when your reshare. Try different headlines and hashtags to boost SEO and attract more readers.
Step 5: Repurpose Content Into an Ebook
Take your most successful blogs that share the same or a similar theme and compile them into an ebook. You can then use this e-book as a promotional offer for potential subscribers. Instead of simply putting the blocks together, check to see if they could be supplemented with more up-to-date information and research. Add compelling graphics and write an ebook introduction to make the reader experience more enjoyable.
Step 6: Change the Form of the Content
Some of your audience may enjoy reading content, while others might prefer to watch or listen to content. You can repurpose your content by changing its form. Blogs can become podcasts, which can become videos, or vice versa. This method of repurposing can open up your content and your business in general to a wider audience, as it reaches those who may have scrolled past your content because it wasn’t published in the way they like to consume.
‘Content repurposing doesn’t just mean that you reuse an old piece of content again and again. True repurposing requires that we alter it to make it fresh and appealing to a new audience’, explains Garrett Moon of CoSchedule.
You can save a lot of time and effort by effectively repurposing your existing content. Repurposing is a great way to boost your SEO and reach audience members who may have missed it in the past. An important thing to remember when repurposing content is that it should be refreshed to fit the current time. Avoid resharing the same pieces over and over, add some changes by supplementing your content with new information, or adding an introduction about how the content can be seen from a new perspective.