Repurposing Content: Extending Your Reach and Maximizing Value
12 March 2024
Creating high-quality content takes time, effort, and resources. As marketers, we constantly strive to produce engaging pieces that resonate with our audience. But what happens after you hit publish? Does your content simply sit there, gathering virtual dust?
The truth is, your content has so much more potential. This is where the power of repurposing comes in. By strategically transforming your existing content into new formats, you can extend its reach, maximize its value, and get even more mileage out of your content creation efforts.
Understanding Content Repurposing
What is Content Repurposing?
Content repurposing is the art of taking material in one form and reimagining it into another, suitable for consumption through a different medium or by a new audience. Fundamentally, it’s the eco-friendly high ground of content strategy, where nothing goes to waste, and every word can be a wellspring of new growth.
Why Repurpose Content?
By casting a wider net, repurposed content can attract fresh eyes to your brand, a bonus for businesses looking to increase their presence without an exponential investment in creating original content every single time.
Types of Content to Repurpose
From blog posts and e-books to podcasts and videos, each piece of content can serve as a wellspring for various adaptations. However, not all content is fit for every purpose. Understanding what content works best for a platform or medium requires keen insight into both the target audience and the strengths of each channel. The mantra here is quality over quantity; a piece of content may lead to multiple spinoffs, but each must be crafted with as much care as its original.
Benefits of Content Repurposing
Extended Reach
One of the most apparent benefits of repurposing content is the expansion of your brand’s digital footprint. By transforming a blog post into a podcast, for instance, your content can now reach users who prefer auditory learning or who spend their commutes listening to engaging stories.
Increased Engagement
Reframed content is more likely to resonate with different segments of your audience, leading to a healthier engagement score. By understanding the unique traits and preferences of the users located on various platforms, marketers can speak directly to their hearts and minds.
Time and Resource Efficiency
The adage “work smarter, not harder” has never been truer. Repurposing allows you to extract more value out of every piece of content, potentially doubling or tripling its utility. This efficiency is a point in favor for the prudent marketer who values both time and resources.
Maximizing Return on Investment (ROI)
Content can be expensive to produce. In repurposing, you’re not creating from scratch, but rather taking the seeds of your original investment and watering them in a multiplicity of fertile marketing soils. The returns on a repurposed piece can be manifold, compelling a strong argument for its strategic inclusion in your marketing mix.
Strategies for Repurposing Content
Identifying Evergreen Content
Some content stands the test of time. Evergreen pieces, irrespective of their age, are still relevant, making them prime candidates for repurposing. Focus on high-performing content that consistently shows value and adapt it to the nuances of different platforms.
Adapting Content for Different Platforms
A LinkedIn post requires a professional veneer, while a tweet might value punchiness and brevity. Know your channels well and rework your content to align with their peculiarities without forsaking your brand’s voice or vision.
Creating New Formats
Videos captivate, infographics inform at a glance, and podcasts are the soundtracks to our lives. By diversifying the formats of your content, you can cater to the unique consumption methods of your audience.
Updating and Refreshing
A single piece of content can often grow stale in terms of accuracy or relevance as time marches forward. Regular audits and updates keep your repurposed content—across all its forms— in peak, impactful condition.
Leveraging User-Generated Content
User-generated content (UGC) is a treasure trove for repurposing. It’s authentic and has already proven itself resonant with your audience. By curating and adapting UGC, you give the community voice and solidarity while amplifying a message that’s bound to be more engaging and impactful.
Tools and Resources for Content Repurposing
Content Management Systems
A robust CMS provides the bedrock for your content efforts. It should be versatile, user-friendly, and capable of handling the various forms your content might take.
Social Media Scheduling Tools
Tools that allow you to automate and schedule posts across platforms are a godsend for the busy digital marketer. They can turn what can be a chaotic and time-consuming process into a well-oiled, efficient machine.
Design and Editing Software
In a visually-oriented world, the importance of design is paramount. High-quality, engaging visuals are non-negotiable. Equip your team with the tools and expertise to produce these materials.
Analytics Platforms
Understanding the success and impact of your repurposed content is critical for honing your strategy. Analytics platforms can give you valuable insights into what’s working, what’s not, and why, helping you plan your next move with greater precision.
Case Studies: Successful Content Repurposing Examples
When considering case studies, it’s important to highlight diversity and adaptability. No two companies are the same, and the stories and strategies are equally unique. Here are some illuminating examples:
Let’s see how some brands have mastered the art of content repurposing:
Buffer’s Social Media Strategy
Buffer exemplifies content repurposing through its multifaceted social media strategy. Initially known for blog posts that provided valuable insights into social media marketing, Buffer expanded its content strategy by repurposing these articles into engaging, short-form videos for Instagram and Twitter. This approach not only amplified their reach but also tapped into a broader audience that prefers visual content over text-heavy posts. The result was a significant increase in engagement rates and follower growth across these platforms.
HubSpot’s Comprehensive Content Approach
HubSpot stands out for its comprehensive approach to content repurposing. Their strategy involves turning in-depth research reports into a series of blog posts, infographics, webinars, and even interactive tools. By presenting the same valuable information in various formats, HubSpot caters to different learning styles and preferences, maximizing the reach and impact of its original research. This approach not only positions HubSpot as an authority in its field but also significantly increases lead generation through diversified content channels.
Moz’s Whiteboard Friday
Moz is known for its “Whiteboard Friday” segment — a weekly video series that breaks down complex SEO topics into understandable and actionable advice. These videos are then repurposed into comprehensive blog posts that include a transcript, highlights, and further readings. By doing so, Moz not only extends the shelf life of its video content but also ensures it reaches a wider audience, including those who prefer reading over watching videos. This holistic approach to content has solidified Moz’s reputation as a go-to resource in the SEO community.
Navigating Challenges and Common Pitfalls
Lack of Planning and Strategy
Blindly churning out repurposed content without a clear plan will only compound your existing content clutter. Approach each piece strategically and with a specific end goal in mind.
Over-Repurposing and Quality Dilution
When quality takes a hit, your reputation soon follows. Assess the value-add of each repurposed piece, and if in doubt, err on the side of less rather than more.
Ignoring Platform Nuances and Audience Preferences
Content should never be a one-size-fits-all endeavor. Tailor your approach to the idiosyncrasies of the platforms and your audience’s preferences. Ignoring this can render your repurposed content tone-deaf and ineffective.
Measuring Success
Key Metrics to Track
Engagement rates, new followers, and traffic sourced from repurposed content can offer a window into your strategy’s success. Conversion metrics tied to repurposed content are also telling, giving a quantifiable measure of how well your repurposed content motivates action.
Analyzing and Adjusting for the Journey Ahead
Analyze your performance data with a keen eye. Did your metric improve? Are they stagnating? Your platform strategies should be an iterative cycle of observation and adjustment, always seeking the optimal route to your content goals.
The Future of Content Repurposing
Content repurposing is an organic, and ongoing process. As technology and audience behaviors evolve, so too will the strategies that make them tick.
AI-Driven Content Tools
Artificial Intelligence is an emerging player with great potential for personalized, data-driven content repurposing at scale. Imagine a future where AI predicts what content to repurpose and how, preparing the landscape for a more efficient, meaningful brand-consumer relationship.
Personalized and Interactive Experiences
The future isn’t just about automation; it’s about tailoring experiences to individuals. Repurposing content in highly interactive and personalized ways—for instance, through virtual reality or augmented reality platforms—could provide profoundly engaging experiences that resonate deeply with users.
Integration of Emerging Platforms and Technologies
Tomorrow’s platforms are being created today, and the smart marketer must watch this space vigilantly. The social network that appears to lack today, may well explode into a vital pillar of your outreach. As AR and VR capabilities mature, these immersive realms could become the next frontier for repurposed content.
Conclusion: Repurpose, Reimagine, and Reignite
Repurposing content isn’t just a strategy, it’s a mindset shift. It’s about viewing your content as a valuable asset with the potential to reach new heights. By strategically repurposing your content, you can extend its reach, maximize its value, and get the most out of your content marketing efforts. So, go forth, repurpose, reimagine, and reignite the power of your content!