Brand Marketing vs. Performance Marketing
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How to Repurpose Your Content
With the never-ending demand for fresh and engaging content, it can be challenging to keep up with the pace without sacrificing quality. The solution? Repurposing.
Repurposing involves taking existing content and transforming it into something new, letting you get more out of it without having to create content from scratch every time. It may involve changing the format or splitting longer pieces into short-form content for publishing on different marketing channels, for example.
In this article, we’ll explore how to include repurposing in your content strategy so you can save resources and increase your content marketing ROI.
The Benefits of Repurposing Content
The obvious benefit of repurposing content is that it’s cost effective and saves time. Creating new content from scratch can be time-consuming and expensive, while repurposing allows you to get more value from the content you already have. Some more benefits are as follows:
- Reaching a broader audience: By creating content in different formats, you can cater to different learning styles and preferences. For example, some people prefer to read blog posts while others prefer watching videos. By repurposing content, you can cater to both audiences and reach a wider range of people, increasing brand awareness.
- Catering to various generations: Repurposing is important if your target audience spans several generations. For example, Gen Z is largely geared towards video while millennials may prefer blogs in many scenarios.
- Future proofing: It is expected that Google’s algorithm known as the Multitask Unified Model will give web pages with multiple content formats higher rankings. Getting used to providing value in multiple formats is good practice for when this day arrives.
- High scalability: When you want to create content at-scale in order to make sure you publish regularly, sometimes you’ll need a shortcut. Repurposing is the answer.
- SEO benefits: If you have a piece that is ranking well based on the keywords used, it makes sense to capitalise on that and do what you know is working.
- Reinforce your brand’s message: Repetition is essential if you want to make people remember what you stand for; repurposing content is an easy way to make sure that happens, helping you to increase brand recognition.
Choosing Which Content to Repurpose
Almost any type of content can be repurposed but to get the most from your efforts, it’s important to be strategic about it. You can repurpose your best-performing evergreen pieces, as the information within them will always be relevant and perform well. However, you should also consider what people are searching for on different platforms and use that as a starting point. You would then repurpose the pieces most closely related to what people are searching for on that platform.
How to Repurpose Blog Posts into eBooks
Repurposing blog posts into eBooks is an excellent way to get more value from your content. To repurpose blog posts into eBooks, first choose a theme – for example, if you have a series of blog posts about property in France, that would be the starting point. From there, you can organise the posts into a logical order and add some additional content if necessary, along with an introduction, preface and so on.
Another benefit of creating e-books out of pre-existing content is that you can use it as a lead magnet. On the other hand, if it’s comprehensive enough, you may choose to sell it, generating a new revenue source.
How to Repurpose Videos
Splitting Up Long Videos
YouTube is the platform for long videos, while other platforms such as TikTok are designed for short, snappy videos. Therefore, repurposing longer videos from your YouTube channel lets you re-use that content on other platforms, but is also beneficial for re-use on YouTube itself. This is partly because many people simply prefer watching content in shorter, more digestible chunks; however, your view count will increase as people watch a series of short videos instead of one long video, which will improve your rankings.
Transcribing Videos
You may want to transcribe your videos in order to repurpose them into articles or other written formats. You may even choose to post the transcription below the video if it’s posted on your website – again, because some people simply prefer text to video, but also because it’s helpful for viewers that want to easily revisit a specific section by searching for the relevant words rather than clicking through the video until they get to the right point.
You may want to use an automated transcription tool then edit it to ensure accuracy and add headings and subheadings for readability. (You may also want to transcribe podcasts.) Otherwise, you can hire a transcriber for a reasonable fee.
How to Repurpose Written Content into Infographics
Infographics are a great way to repurpose old content and make it more visually appealing. Choose content that would work well as an infographic, such as statistics or step-by-step processes and ensure that the design is on-brand. You can then post the infographic on multiple platforms including Instagram, Pinterest, and other social media platforms as well as post it within your blogs. Make sure you optimise it for SEO by including suitable alt tags and descriptions.
Creating Social Media Posts from Long-Form Content
Any type of long-form content can be used for creating social media posts. It’s simply a case of breaking it down into bite-sized pieces and adding imagery to accompany it. One approach is to take the key messages from the long-form content and use each of them as a separate social media post. For example, if you have an article titled “7 Must-Have Items for Winter Camping”, each of those items could feature in a post of their own. Another option is to convert blog, videos, and so on, into Twitter threads.
Repurposing Content for Email Campaigns
Like with the above, you can split up long-form content into bite-sized pieces to use as part of an email series, but you’ll generally need to expand on it more than you would with social media. In addition, edit it to ensure the copy is suitable for email.
If you’re segmenting your email marketing campaigns, you may want to review how relevant each piece of content is for the different segments you’re targeting and only include the information that is relevant depending on their location, demographics, interests and other factors.
How to Repurpose Books into Courses
The online course industry is forecast to be worth $325 billion by 2025. It’s fairly common to repurpose books into courses as it helps people to learn from your expertise in an actionable way. It also helps to increase your credibility and authority in your industry.
As with e-books, you can provide short, free courses as a lead magnet or you can create pad courses in order to have an additional revenue stream and go more in-depth with what you are teaching.
To get started, you may want to learn about the best way to form a curriculum to make sure your learners get the best experience. You also need to consider different platforms for hosting your course such as Kajabi and Thinkific.
How to Renew Old Blog Posts
While content pruning, you may come across articles that contain outdated information but are helpful on the whole. By updating the sections that need it, you may find yourself with an article that is different enough to be posted as a new piece. If not, you can always create social media posts based on the new information and direct your followers to the new version of the article.
Another way to get the most from an existing article is to adjust it for different audience. You can keep the core information and add relevant details that appeal to the perspectives of each of your segments.
Tips for Effective Repurposing
Let’s go over some final tips to ensure that your repurposing efforts are successful. First of all, remember to focus on quality and ensure that your repurposed content provides value to your audience.
Repurposing isn’t a matter of pasting sections of old content and leaving it at that – instead, adapt each piece so that it’s relevant to the present moment and make sure it’s visually appealing. Your long-term followers may remember content you’ve posted previously but if you freshen it up by adding some extra details, they will still derive value from it and will not perceive it as repetition.
Make sure the repurposed content still includes relevant keywords that made it perform well in the first place and adjust the keywords used if necessary in order to reflect changes in search trends.
Finally, don’t be afraid to experiment with different types of repurposed content to see what works best for your audience.
Wrapping Up
Repurposing content is a simple way to get more value from your existing content without having to start from scratch every time. It helps you to reach a broader audience, build brand recognition and brand awareness, and establish authority in your industry.
Remember to be strategic about which content you re-use, with high-performing evergreen pieces being the starting point. From there, find out what people are searching for on different platforms and select the most relevant pieces you have in order to match their queries.
We’ve explored a range of options for repurposing content but the possibilities are endless. Keep experimenting and seeing what your audience responds well to.
If you need any assistance with your digital marketing strategy, feel free to get in touch – my team and I would be delighted to assist.
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