Repurposing Saves Time & Increases Impact of Content Marketing
Alan Robezzoli • May 4, 2021
Many businesses realize the benefits – from branding to improving SEO – of Content Marketing. Companies – both large and small – are using content marketing to find new customers and build stronger relationships with existing customers. The challenge for many is finding time to create engaging content.
Repurposing content saves time (a limited resource for most businesses), helps reach new audiences, and makes your content more impactful.
What is Content Repurposing?
Let’s start with what content repurposing is NOT. It is not taking an existing blog and posting it as-is on your Facebook page, and it is not taking someone else’s content and using it as your own.
Repurposing content is taking your existing high-performing content and giving it new life by reworking it and sharing it in a different format or on a new channel to provide more value to more people.
Repurposing content allows you to reach a wider audience because while one person may prefer reading a blog, another person would rather watch a video. One person may be on Facebook all the time; whereas, another person may hate social media but regularly check their email. Repurposing content makes sure that your content is in a format everyone in your audience prefers and on the channels they frequent.
Repurposing content is taking your existing high-performing content and giving it new life by reworking it and sharing it in a different format or on a new channel to provide more value to more people.
Repurposing content allows you to reach a wider audience because while one person may prefer reading a blog, another person would rather watch a video. One person may be on Facebook all the time; whereas, another person may hate social media but regularly check their email. Repurposing content makes sure that your content is in a format everyone in your audience prefers and on the channels they frequent.
How to Repurpose Content
If you’re new to content marketing, consider how you might be able to repurpose any content you create for online marketing – whether it’s a blog post, a social media post, or a marketing email.
If you’ve been using content marketing for a while, take a look at your metrics. Which blog posts received the most comments? Which Facebook posts got the most likes? Once you know what content your audience is responding to, think about how you can repurpose that content.
Here are a few ideas:
Create a Video “Online video consumption is one of the most popular internet activities worldwide,” according to Statista . In 2020, there were 239 million digital video viewers in the U.S., translating into an 83.8% digital video penetration.
The bottom line – a lot of people like to watch videos. In fact, did you know that just using the word “video” in an email subject line has been shown to increase open rates?
Consider taking existing text content – how-to instructions, informative blogs, customer testimonials, etc. - and turning them into short videos.
Create an Infographic According to Inc , about 65% of people are visual learners. If you have a blog post that is heavy on statistics, create an infographic highlighting the key statistics, so your viewers can see those statistics at a glance.
Create a SlideShare A Slideshare – converting content into a slide presentation format – is another way to present information that can be quickly and easily consumed. You may want to consider converting a portion of the PowerPoint slides from a popular webinar you presented into a SlideShare.
Create an E-Book E-books are great for educational long-form content. If you’ve done a series of blogs about one topic, you can package the blogs together and create an e-book that provides a more in-depth presentation of a subject. E-books are great as lead generators. People give you their email address in exchange for an informative e-book.
Extract Key Content You can extract hard-hitting text or quotes from blog posts and post them as social media posts. For example, if you interviewed a leader in your industry and turned it into a blog post, take a few key quotes and post them on Twitter or Facebook.
Create a Podcast According to Small Biz Genius , 144 million Americans listen to podcasts. That’s 20 million more than three years ago (2018). You can develop a script from an existing blog post and create a podcast or invite a thought-leader to join you in discussing information from the blog post to create a podcast.
Create Text Transcripts Videos and podcasts may continue to increase in popularity, but many people still prefer reading text. You can post text transcripts of existing videos or podcasts on your blog or one of your social media sites.
Update Things change. New statistics become available, new products are developed, and new regulations are instituted. It’s easier to update a post than to start from scratch. If you have an outdated blog post, consider creating a new, updated post. If you notice that an outdated blog post is still generating a lot of engagement, don’t create a new post; edit the existing post. agraph
If you’ve been using content marketing for a while, take a look at your metrics. Which blog posts received the most comments? Which Facebook posts got the most likes? Once you know what content your audience is responding to, think about how you can repurpose that content.
Here are a few ideas:
Create a Video “Online video consumption is one of the most popular internet activities worldwide,” according to Statista . In 2020, there were 239 million digital video viewers in the U.S., translating into an 83.8% digital video penetration.
The bottom line – a lot of people like to watch videos. In fact, did you know that just using the word “video” in an email subject line has been shown to increase open rates?
Consider taking existing text content – how-to instructions, informative blogs, customer testimonials, etc. - and turning them into short videos.
Create an Infographic According to Inc , about 65% of people are visual learners. If you have a blog post that is heavy on statistics, create an infographic highlighting the key statistics, so your viewers can see those statistics at a glance.
Create a SlideShare A Slideshare – converting content into a slide presentation format – is another way to present information that can be quickly and easily consumed. You may want to consider converting a portion of the PowerPoint slides from a popular webinar you presented into a SlideShare.
Create an E-Book E-books are great for educational long-form content. If you’ve done a series of blogs about one topic, you can package the blogs together and create an e-book that provides a more in-depth presentation of a subject. E-books are great as lead generators. People give you their email address in exchange for an informative e-book.
Extract Key Content You can extract hard-hitting text or quotes from blog posts and post them as social media posts. For example, if you interviewed a leader in your industry and turned it into a blog post, take a few key quotes and post them on Twitter or Facebook.
Create a Podcast According to Small Biz Genius , 144 million Americans listen to podcasts. That’s 20 million more than three years ago (2018). You can develop a script from an existing blog post and create a podcast or invite a thought-leader to join you in discussing information from the blog post to create a podcast.
Create Text Transcripts Videos and podcasts may continue to increase in popularity, but many people still prefer reading text. You can post text transcripts of existing videos or podcasts on your blog or one of your social media sites.
Update Things change. New statistics become available, new products are developed, and new regulations are instituted. It’s easier to update a post than to start from scratch. If you have an outdated blog post, consider creating a new, updated post. If you notice that an outdated blog post is still generating a lot of engagement, don’t create a new post; edit the existing post. agraph
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