The Ultimate Guide to Repurposing Content

Producing content doesn't need to take up a lot of your time. By making slight adjustments to the same video for each platform, you can repurpose it effectively and maximize its value.

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As a marketer, your workload can be overwhelming. Leaving you with limited time to complete everything on your to-do list. 

Additionally, you may encounter writer’s block while striving to create fresh and distinctive content. 

While content repurposing might appear to be an attempt to game the system, it is not. Rather, you are taking your existing, superior content and adapting it for alternate platforms in a different format. 

Why Should I Repurpose Content?

Repurposing old content or creating new content with repurposing in mind can significantly save you time. You already possess the data to steer you towards high-performing content pieces that you can restructure and share again. 

If you’re currently developing a blog post that you know will perform well as a podcast episode, a quote snippet on Instagram, or part of an Ebook collection, it would be too good of an opportunity to not repurpose this content.

Moreover, content repurposing can potentially enhance your SEO. When you have various content pieces focused on similar targeted keywords, search engine crawlers will recognize you as an authoritative source. 

By producing valuable resources in multiple formats you’re providing value to your users. 

How to Repurpose Content

🔹 Create an Infographic 

Do you have a blog post full of statistics? 

If so, consider creating an infographic. They are an excellent way to provide consumers with engaging visuals that summarize the most impactful statistics from your posts. You can include these infographics within the blog post or share them on social media platforms. 

🔹 Develop an Ebook

If you have a long-form blog content that offers educational value to your audience, creating an Ebook is a great option. 

In your blog post, you can touch on specific elements of your subject and offer the e-book as a more comprehensive discussion of the content you’ve created.

🔹 Produce a YouTube Video

How-to articles are perfect for repurposing as visual guides on YouTube, particularly for pieces with a lot of graphics. For instance, if your business coaches salespeople on how to ace a sales call, you could write a script and turn it into a blog post or create a YouTube video featuring a real sales person following a script.

🔹 Create a Slideshow

This is one of the simplest methods of repurposing blog content, as you’re essentially transforming it into a presentation. Select a piece of high-performing content and recreate it as a Slideshow. They are useful, easily shareable, and they offer a different and more digestible way for audiences to engage with your words. Moreover, presentations enable you to incorporate other graphic elements that may not be present in long-form blog posts.

🔹 Use old images as post background

If you have high-quality visuals that you have only used once, consider using them as post backgrounds on social media. You can use these images as the background for quotes or post the images on their own to draw audience attention to a past project.

🔹 Post snippets of existing video content

If you have YouTube videos or any type of business-related video content, post snippets on social media. Most platforms allow you to post video content, so you can edit it down to fit within their video-length requirements and easily repurpose a video for each platform.

🔹Post user-generated content

User-generated content, such as reviews or tweets from satisfied customers, can be repurposed for social media. You can feature customer reviews in your social media posts to promote your product or service.

🔹Repurpose live video content

If you have created live video content, such as webinars or Q&A sessions, you can repurpose this content on social media by creating short clips or highlights. This can help you reach a wider audience who may not have been able to attend the live event.

Revamp and Reuse Content

In the ever-evolving world of content, it’s important to recognize that some of your older posts may require updating. Perhaps there are recent developments or insights you can add to a topic you’ve written about previously. So, take your old post, make some adjustments and enhancements, and republish it. 

Another strategy is to examine your content and identify the top-performing blog posts. If you notice that an article is still generating substantial traffic, leads, or ranking highly for a competitive keyword but could benefit from being updated, don’t post it as a new article. Instead, update the content within the same post so that you retain the existing URL and SEO value, and advertise the changes you’ve made.

Furthermore, consider updating (or adding new) calls-to-action to articles that are still generating traffic to increase the potential for lead generation.

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