Content is one of the most valuable tools in a marketer’s arsenal. Year-over-year growth in unique site traffic for leading content marketers is almost eight times higher compared to followers (Aberdeen). The problem is content creation can be a time-consuming process.
Every brand wants more custom content, and that’s what customers want too, but while it’s cost-effective and offers amazing ROI—costs 62% less and generates three times as many leads—it isn’t easy. That is unless you know the tricks of the trade to meet the challenge. That’s where repurposing your existing content can be invaluable.
When you repurpose your content, not only do you save time in the creation process, but you also open up a world of possibilities. Repurposed content takes the work you’ve already done and allows you to re-share it in different formats and variations to reach a wider audience.
Repurposing allows you to tailor your content to different forums for increased visibility. After all, content, especially social media, has a short/limited productive lifespan, so by repurposing, you don’t miss any opportunities.
In addition, when you repurpose your content, you have the chance to revise it and optimize it for the “now.” This means you can update things that have become outdated, change elements to reach specific audiences, and enhance your keyword selection to boost SEO.
How to Repurpose Your Content
So, the only question is, “How do you take advantage of the wonders of repurposing your existing content?” It sounds simple in theory, but execution requires in-depth understanding if you want lasting results.
1. Transform It Into Different Content Types
Let’s say, instead, that you have a blog or white paper that you think has all the information you need and is perfect as is. Instead of adding or subtracting from that content, you can transform it into something else.
For example, you can turn an infographic into a video, which we outline in “Tips for Turning Infographics into Video.” Either way, the key is to take a piece of content that you and your customers already love and give it new life.
2. Get Organized
The first step is to get organized. This helps you figure out what content you have available to repurpose and to keep track of your updates, formats, and distribution.
To get started, perform a content audit. This is where you go through all of your content for the past year or so and, using something like a spreadsheet, outline valuable information such as:
- Content topic
- Original distribution platforms
- Original format
- Updates needed
- Original target audience
- New target audiences
- New platforms
- New format
This spreadsheet will then become your organized content library with helpful categories and data that you can refer to as needed. For more tips, check out, “How to Organize Your Content Library.”
3. Decide What to Repurpose
Once you know what you have in your content library, it’s time to decide which items are worth repurposing. Truthfully, not every blog, video, white paper, or eBook will be worth your time and effort. Instead, the key is to be purposeful in deciding what content to reuse and you should make that decision based on a few key factors.
- Engagement Stats: Content that received a large amount of engagement from your audience is worth repurposing and sharing again because you already know your audience enjoyed the content the first time around.
- Number of Shares and Comments: Specifically, you should check the comments and shares, as this will tell you how much the content resonated with your audience.
- Search Engine Rankings/Keyword Research: Even if your original content didn’t receive great engagement, if it ranked well for SEO or uses a keyword that is vital to your brand, you may want to try again. By repurposing, you give yourself a second chance at success.
- Search Volume: Check on Google and YouTube to determine what other content exists in the same space and what you can offer. If your idea is unique or takes a different spin, it would be worth it to repurpose it and try again.
- Clicks and Customer Conversion Rates: If your call-to-action on the original content was successful, then you definitely want to try again with the same content in a new format or on different platforms.
- Evergreen Content: Evergreen content is timeless. It does not require additional time or money to drive traffic for years because it never loses its value. This type of content should be reused and re-shared over and over again a few times a year.
Ways to Repurpose
Now that you know how to repurpose your content, or at least how to get started, it’s vital that you know all the different ways to repurpose your content. There are a myriad of different ways to get your original content out to your audience again.
1. Break Content Down Into Smaller Parts
One of the easiest ways to repurpose your content is to take a big idea and break it down into all of its smaller, inter-related parts. For example, if you have a piece of evergreen content about the importance of being environmentally friendly with multiple bullets about everything from saving the environment to spending less money, you can create new content about each bullet. Or you can take an eBook and turn it into a different blog for each chapter.
2. Make Shorter Content Part of Something Bigger
Content breakdown can work in reverse as well. You can easily combine a few short pieces of relevant content into one larger piece such as a live event, eBook, online learning program, podcast, or video. This is your chance to take a bunch of content you’ve already published to create a fuller product.
3. Add Media
You can even add media to your content to give it new life. This can come in the form of adding new images that create a personal connection, using music to enhance emotion, transforming static graphs into animation, and more. You can even add a video to an old blog post to help drive a point home or enhance your topic. There are endless ways to add media to content for repurposing, just make sure it’s the right type of media. Check out, “How to Choose the Right Media for Your Marketing Videos,” to make sure you stay on track.
Always Think of the Future
Always look to the future when you create new content. You can do this by using content calendars to develop and schedule a content plan, which can be outlined in as much detail as you want. Then, through this calendar, you can easily mark content for future repurposing, plan how you’ll repurpose it, and schedule it for weeks or months in advance. This way, you can see the potential for all of your content from the very beginning and set up your plan for success while keeping your content library organized.
Find the Right Tools to Help You
Finally, you want to find the right tools to help you be successful in your repurposing. After all, the goal is to make your content creation process easier and not more difficult. Specifically, you should look for tools that:
- Help organize content and schedule posts.
- Help you decide what content to repurpose.
- Help you create media such as images, infographics, CTAs, videos, etc.
You can find some of our favorite tools for repurposing content in our recent blog, “Tools to Help You Repurpose Your Content.”
Repurposing your existing content is not only a great way to bring new life to your brand and reach a wider audience; it can also save you time and allow you to simplify your content creation process. If you only ever talk about a key topic once, then you’ll have a hard time ranking for SEO or becoming a thought leader. Instead, if you take your top content and always find new and innovative ways to share it with your various target audiences, you’ll not only demonstrate your expertise, you’ll also save yourself from missed opportunities.
Repurposed content is incredibly powerful and deserves your time and attention. Make sure you’re getting the most out of your content repurposing efforts. Contact Wochit today to find out how our video creation platform can help!