Content creation is a major part of digital marketing, and it requires considerable time, resources, and creativity. While creating new content is important, repurposing existing content is a smart strategy to maximize your efforts and reach. In this blog post, we’ll explore the benefits of repurposing content, provide guidance on which content to repurpose, share 10 repurposing tactics, and give real-life examples of effective content repurposing.
Benefits of Repurposing Content
Repurposing content carries several benefits:
- Extend Reach: Repurposing enables you to present the same content in various formats, thus increasing the chances of reaching different segments of your audience.
- Boost SEO: By creating different versions of the same content, you’ll generate more opportunities for keyword usage, backlinking, and increased traffic, enhancing your SEO.
- Save Resources: Repurposing content requires less time, energy, and resources than creating entirely new content.
- Reinforce Message: By presenting the same information in different ways, you reinforce your core message, making it more likely to resonate and be remembered.
Which Content to Repurpose?
Not all content is ideal for repurposing. The most suitable content to repurpose typically has one or more of the following qualities:
- Evergreen: This content remains relevant over time. Think ‘how-to’ guides, tips, and industry insights.
- Popular: If a blog post or video received a high level of engagement, it’s a good candidate for repurposing.
- Deep Dive: In-depth, comprehensive content pieces can be broken down into smaller chunks suitable for different formats.
- Update Required: Sometimes, a blog post may become outdated, but the core idea still holds value. Such content can be refreshed and repurposed.
10 Content Repurposing Tactics
Now, let’s dive into the ten smart ways you can repurpose your content:
#1 Turn Blog Posts into Infographics
Infographics are a visual representation of information, making complex data or concepts more digestible and appealing. To repurpose your blog post into an infographic, first identify the key points or steps outlined in your text. Then, use a design tool, like Canva, to create a flowchart, timeline, or diagram that presents these points in an attractive and logical format. Infographics work exceptionally well on image-centric platforms like Pinterest or Instagram.
#2 Create a Podcast from a Blog Post
Podcasts offer an auditory way to consume content, which appeals to users who prefer listening over reading. To transform your blog post into a podcast, create a script based on your original text. You might need to add some personal anecdotes or elaborations to make it more conversational. Then, record and edit your podcast using software like Audacity or GarageBand.
#3 Develop an eBook from a Series of Blog Posts
An eBook offers a comprehensive guide on a certain topic and can be a great lead magnet. If you’ve written a series of blog posts around a common theme, they can be compiled and formatted into an eBook. You may need to add an introduction, conclusion, and table of contents to provide a coherent flow.
#4 Generate Social Media Posts from Blog Content
Social media requires bite-sized, engaging content. You can distill your blog posts into shorter posts for Twitter, Facebook, or LinkedIn. Use compelling quotes, interesting statistics, or key takeaways from your blog content, and don’t forget to include a link back to the full blog post for readers who want to learn more.
#5 Turn Testimonials into Case Studies
Case studies are in-depth success stories that showcase how your product or service has helped your customers. Gather testimonials and then expand on them by detailing the problem your customer faced, the solution you provided, and the results they achieved. These can then be shared on your website, social media, or in email marketing campaigns.
#6 Create Video Tutorials from How-To Guides
Video content is highly engaging and can significantly boost dwell time on your site. Detailed ‘how-to’ guides can be transformed into step-by-step video tutorials. Use screen recording software for tech-related guides, or film a demonstration for product-related guides.
#7 Reuse Survey or Research Data in Multiple Posts
Original research can be a gold mine for content. You can present findings in a blog post, visualize data in an infographic, share quick facts on social media, or discuss insights in a podcast or webinar. This approach positions you as a thought leader in your industry.
#8 Turn Webinar Content into a YouTube Series
Webinars can offer a wealth of information but may be too long for some viewers. By breaking your webinar into shorter, topic-specific videos, you can cater to YouTube’s massive user base and those who prefer shorter content.
#9 Convert Long-Form Content into Email Series
Long-form content can be broken down into a series of emails. This not only keeps your audience engaged over a period but also allows you to delve deeper into topics. Each email can cover one subtopic and conclude with a teaser for the next email, encouraging readers to stay subscribed.
#10 Create a Blog Post from a Podcast Episode
Some people prefer reading to listening. Transcribe your podcast episodes and turn them into detailed blog posts. You can use transcription services, and then edit the text to ensure it reads smoothly. Don’t forget to embed or link to the original podcast episode for those who’d like to listen instead.
Content Repurposing Examples
Buffer is a highly-regarded name in the social media management sphere. They make a dedicated effort to maximize the value of their content by repurposing it into a variety of formats. For example, they have a podcast named ‘The Science of Social Media,’ where they often discuss topics that have previously been covered in their blog posts.
This allows them to tap into their audience that prefers auditory content. In addition to this, they transform data-heavy blog posts into engaging infographics, which are then shared across their social media platforms and blog. This not only makes the content more digestible but also broadens its reach to a more visually inclined audience.
As a leading player in the marketing software industry, HubSpot leverages content repurposing masterfully. One notable instance was when they took their detailed ‘Ultimate Guide to Google Ranking Factors’ blog post and transformed it into an easy-to-understand infographic.
The blog post was a deep-dive, text-heavy content piece which, while incredibly informative, could be daunting for some users. By converting it into an infographic, HubSpot made the information more accessible and visually appealing, thereby broadening its reach. The infographic was highly shareable, increasing user engagement, and driving more traffic to their site.
Moz, a software service company providing inbound marketing and marketing analytics tools, is another brilliant example of content repurposing. Their well-known “Whiteboard Friday” video series provides viewers with insights into various SEO and online marketing topics. These videos are then transcribed into comprehensive blog posts, complete with the original video, text transcription, and relevant images.
This approach allows Moz to cater to their audience’s varying content consumption preferences – those who prefer watching and listening can enjoy the video, while those who prefer reading have the detailed blog post at their disposal. This practice increases not only their content’s accessibility but also its overall reach.
In conclusion, repurposing content is an essential strategy for smart content marketing. It is an effective way to stretch the value of your content efforts, reach a wider audience, and reinforce your key messages. From turning blog posts into infographics or podcasts, creating eBooks from a series of posts, or repurposing customer testimonials into engaging case studies, the possibilities are vast.
Remember, the key to successful content repurposing lies in understanding your audience and their content consumption preferences. This way, you can repurpose your content in a manner that meets them where they are and resonates best with them.
So, don’t let your valuable content gather dust after just one round of promotion. Get creative, breathe new life into it, and watch how it boosts your brand visibility, engagement, and SEO. After all, in the world of digital marketing, the adage stands true – work smarter, not harder. Happy repurposing!