Have you ever spent a lot of time creating content for your business, like writing blog posts or making videos, only to feel like not enough people are seeing it? That’s where content repurposing comes in. Basically, it means taking that content you worked so hard on and finding new ways to use it so that more people can see it and get value from it.
For example, say you wrote a really popular blog post about a topic related to your industry. You could take that post and turn it into a video, where you talk through the main points and share visuals or examples to bring the topic to life.
Or, you could create a social media post that highlights a key takeaway from the post and links back to the original article. You could even take multiple blog posts on a similar theme and turn them into an ebook or guide that your audience can download.
Fact: According to Hubspot, repurposing content can increase website traffic by as much as 300%.
The key is to find ways to use the same core message or information from the original content, but present it in a way that appeals to a different audience or serves a different purpose. This not only helps you reach more people with your content, but it also saves you time and resources since you can use existing content as a starting point instead of creating new content from scratch.
Of course, there are some best practices to keep in mind when repurposing content. You want to ensure you’re optimizing the content for the new format, adding further information or visuals as needed, and promoting it through appropriate channels to reach the desired audience.
But overall, content repurposing can be a really effective way to get more mileage out of the content you’re already creating and help more people discover the value you offer.
In this article, we will explore all about content repurposing, from how to use it to how to incorporate it into your content strategy.
The benefits of content repurposing for your business
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Rech wider audience
One of the biggest benefits of content repurposing for your business is that it can help you reach a wider audience with the content you’ve already created. Think about it – if you spend a lot of time and effort creating a blog post, for example, it’s likely that only a fraction of your potential audience will see it.
By repurposing that content into other formats, like videos, social media posts, or ebooks, you’re increasing the chances that more people will see it and engage with it.
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Backlink opportunities
Another benefit is that content repurposing can improve your SEO (search engine optimization). When you repurpose content into different formats and publish it on different platforms, you’re creating more opportunities for people to link back to your original content.
This can help improve your search engine rankings and make it easier for people to find your content when they’re searching for information related to your industry.
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Saves time and resources
Content repurposing can also save you time and resources. Instead of creating new content from scratch every time, you can use existing content as a starting point and repurpose it into new formats. This can be especially useful if you have a lot of content that you’re not sure what to do with – by repurposing it, you’re making sure that all that hard work you put into creating it isn’t going to waste.
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Engages your audience
Content repurposing can help you engage with your audience in new ways. By presenting your content in different formats, you’re catering to different preferences and learning styles.
Some people might prefer to read a blog post, while others might prefer to watch a video or listen to a podcast. By repurposing your content into different formats, you’re giving your audience more opportunities to engage with your content in a way that works for them.
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Helps your business stand out
One of the biggest challenges for businesses today is standing out in a crowded marketplace. With so much content being created and shared every day, it can be difficult to get your message heard and connect with the right people. That’s where content repurposing can come in handy.
For example, some people might prefer to read a blog post, while others might prefer to watch a video or listen to a podcast. By repurposing your content into these different formats, you’re catering to different preferences and learning styles.
This can help you stand out from your competitors by giving your audience a more personalized experience. When people feel like you’re speaking directly to them and addressing their specific needs and preferences, they’re more likely to engage with your content and become loyal customers.
How to choose the right content to repurpose
When it comes to content repurposing, not all content is created equal. Some types of content are better suited for repurposing than others, depending on a variety of factors like the topic, format, and audience. Here are some tips for choosing the right content to repurpose:
- Look for evergreen content: Evergreen content is content that is relevant and valuable over a long period of time. This type of content is great for repurposing because it’s likely to still be relevant and useful to your audience, even if it was originally published a while ago. Look for blog posts, articles, or videos that cover topics that are still relevant today.
- Consider your audience: When choosing content to repurpose, think about your audience and what they’re interested in. Look for content that has already resonated with your audience, whether it’s a blog post that got a lot of comments or a video that got a lot of views. Repurposing this type of content can help you reach even more people who are likely to be interested in what you have to say.
- Repurpose high-performing content: Look for content that has performed well in terms of engagement, traffic, or other metrics. This can include blog posts with a lot of social shares or videos with a lot of likes and comments. Repurposing this type of content can help you capitalize on its success and reach even more people.
- Consider the format: When choosing content to repurpose, think about the format and how it can be repurposed into other formats. For example, a blog post could be repurposed into a video, a social media post, or an infographic. Look for content that has the potential to be repurposed in multiple ways, so you can get the most value out of it.
- Repurpose content with potential: Finally, consider repurposing content that has the potential to be even more valuable in a different format. For example, a long-form blog post could be repurposed into a series of shorter blog posts or a podcast series. Look for content that has the potential to be expanded, updated, or repurposed in a way that provides even more value to your audience.
Choosing the right content to repurpose requires a bit of strategic thinking. By considering factors like evergreen content, audience interest, performance metrics, format, and potential, you can identify the content that is most likely to be successful when repurposed.
Ways to repurpose content and which formats work best
Repurposing content is all about taking existing content and presenting it in new and engaging ways. Here are some different ways to repurpose your content, along with which formats work best:
- Blog posts into videos: One of the most popular ways to repurpose content is to turn blog posts into videos. This can be a great way to reach a new audience and engage with people who prefer to watch videos rather than read blog posts. To create a video from a blog post, consider using a tool like Lumen5 or Animoto to create a video slideshow that highlights the key points from your post.
- Videos into blog posts: Similarly, you can repurpose videos into blog posts. This is a great way to provide a written summary of a video and reach people who prefer to read. To create a blog post from a video, consider transcribing the video and editing the transcription into a blog post format.
- Infographics: A survey by Venngage found that infographics are the third most used type of content marketing format, behind only blog posts and social media content. Infographics are a visual way to present information and data. You can repurpose content into an infographic by identifying key statistics or data points and presenting them in a visually appealing way. This is a great way to create shareable content that people are likely to share on social media.
- Social media posts: You can also repurpose content into social media posts. This can include pulling out quotes or statistics from a blog post or video and creating social media graphics or posts around them. This is a great way to reach people on social media and drive traffic back to your website.
- eBooks: If you have a series of blog posts or videos on a particular topic, you can repurpose them into an eBook. This is a great way to provide more in-depth information on a topic and create a valuable resource for your audience.
- Podcasts: You can repurpose content into podcasts. This can be a great way to reach people who prefer to listen to content rather than read or watch. To create a podcast from existing content, consider using a tool like Anchor or Audacity to record yourself reading a blog post or discussing a topic in more depth.
Overall, there are many different ways to repurpose content, depending on the format and topic. By experimenting with different formats and identifying which ones work best for your audience, you can create engaging content that reaches more people and drives more business success.
How to measure the success of repurposed content
1. Define your goals
Before you can measure the success of your repurposed content, you need to define your goals. What do you hope to achieve with your repurposed content? Are you looking to increase website traffic, generate leads, or improve your search engine rankings? Once you have defined your goals, you can track your progress and measure your success.
2. Use analytics tools
There are many different analytics tools that you can use to track the success of your repurposed content. Google Analytics is one of the most popular tools and can provide insights into your website traffic, bounce rates, and engagement metrics. Social media platforms also offer analytics tools that can help you track your performance on those channels.
3. Track engagement metrics
Engagement metrics can help you understand how your audience is interacting with your content. This can include metrics such as likes, comments, shares, and clicks. By tracking these metrics, you can identify which types of content are resonating with your audience and adjust your strategy accordingly.
4. Monitor search engine rankings
Repurposed content can also help to improve your search engine rankings over time. By monitoring your search engine rankings for relevant keywords, you can track the impact of your repurposed content on your overall SEO strategy.
5. Look for trends over time
It’s important to look for trends in your data over time rather than just focusing on individual data points. This can help you identify patterns and make more informed decisions about your content strategy.
6. Adjust your strategy as needed
Finally, it’s important to adjust your strategy as needed based on your data and insights. If certain types of content are performing well, you might consider repurposing more content in those formats. Conversely, if certain types of content are not performing well, you might adjust your strategy or experiment with new formats.
By following these steps, you can measure the success of your repurposed content and make data-driven decisions about your content strategy. Remember to focus on providing value to your audience and continually experimenting and iterating to improve your results.
Examples of successful content repurposing campaigns
Here are a few examples of content repurposing campaigns run by different organizations
- HubSpot’s “15 Marketing Stats in 2015” campaign: In 2015, HubSpot created a blog post featuring 15 marketing statistics. They then repurposed this content into a SlideShare presentation, an infographic, and a video. The campaign was a huge success, with the SlideShare presentation receiving over 1.4 million views and the video receiving over 100,000 views on YouTube.
- Moz’s “Whiteboard Friday” series: Moz, a company that provides SEO tools and resources, has a popular series called “Whiteboard Friday,” in which they create video content that explains different SEO concepts. They then repurpose this content into blog posts, podcasts, and social media posts. The series has been incredibly successful and has helped to establish Moz as a thought leader in the SEO industry.
- BuzzFeed’s Tasty: Tasty is a food-focused social media channel created by BuzzFeed. They create short, recipe-focused videos that are designed to be shared on social media. They then repurpose this content into longer-form videos and blog posts. The channel has been incredibly successful, with over 100 million followers across social media platforms.
- Coca-Cola’s “Share a Coke” campaign: In 2011, Coca-Cola launched the “Share a Coke” campaign, in which they replaced the Coca-Cola logo on their bottles with popular first names. The campaign was a huge success and led to a significant increase in sales. They then repurposed the campaign by creating personalized cans for different holidays and events, such as Christmas and the Olympics.
- American Express’s “Small Business Saturday” campaign: American Express created the “Small Business Saturday” campaign to encourage consumers to shop at small businesses on the Saturday after Thanksgiving. They created a website and social media campaign to promote the initiative and provided marketing materials to small businesses. They then repurposed the campaign by creating a documentary film and other content that highlighted the stories of small business owners.
These examples demonstrate how successful content repurposing campaigns can help to reach new audiences and reinforce a brand’s message across different channels and formats. By repurposing content effectively, businesses can maximize the impact of their content and create more opportunities for engagement and growth.
Common mistakes to avoid when repurposing content
Here are a few common mistakes you should avoid while running your repurposing content campaign:
1.) Failing to tailor the content to the new format
One of the biggest mistakes businesses make when repurposing content is failing to tailor it to the new format. For example, taking a long-form blog post and simply turning it into a video without making any changes to the content. This can lead to a disjointed user experience and a lack of engagement.
2.) Repurposing irrelevant or outdated content
Another mistake to avoid is repurposing content that is irrelevant or outdated. It’s important to ensure that the content you’re repurposing is still relevant and useful to your target audience. Otherwise, it can come across as lazy or spammy.
3.) Not optimizing for SEO
When repurposing content, it’s important to ensure that it’s optimized for search engines. This includes using relevant keywords, optimizing meta tags and descriptions, and ensuring that the content is properly structured.
4.) Failing to promote the repurposed content
Repurposing content can be a great way to reach new audiences, but it’s important to promote the repurposed content to ensure that it gets seen by the right people. This can include sharing it on social media, including it in email newsletters, and linking to it from other relevant content.
5.) Not tracking performance
A common mistake is failing to track the performance of repurposed content. It’s important to measure metrics such as views, engagement, and conversions to determine the effectiveness of your repurposing efforts and make adjustments as needed.
By avoiding these common mistakes, businesses can ensure that their repurposed content is engaging, relevant, and effective in reaching their target audience.
Best Tools and resources for content repurposing
Here are a few useful tools that you can use to
- Canva: Canva is a graphic design platform that can be used to create images, infographics, and other visual content. It has a variety of templates and tools that make it easy to create visually appealing content, even if you don’t have a background in design.
- Hootsuite: Hootsuite is a social media management tool that can be used to schedule and publish content across multiple platforms. This can be helpful when repurposing content, as it allows you to easily share content on different channels without having to manually post it each time.
- Google Analytics: Google Analytics is a free web analytics service that provides insights into website traffic and user behavior. It can be used to track the performance of repurposed content and identify areas for improvement.
- Buzzsumo: Buzzsumo is a content marketing tool that can be used to find popular content in your industry. This can be helpful when repurposing content, as it allows you to identify content that resonates with your target audience and create your own version of it.
- Hemingway Editor: Hemingway Editor is a writing tool that analyzes your content for readability and clarity. It can be used to ensure that repurposed content is easy to read and understand.
- Unsplash: Unsplash is a platform that provides free, high-quality stock photos. It can be used to find images to use in repurposed content, which can help make it more visually appealing.
- Evernote: Evernote is a note-taking app that can be used to organize ideas and research for repurposed content. It allows you to save notes, images, and web pages in one place, which can be helpful when creating new content based on existing ideas.
By using these tools and resources, businesses can streamline the content repurposing process and create engaging, effective content for their target audience.
Conclusion
In conclusion, content repurposing is a valuable strategy for businesses looking to maximize their content marketing efforts. By repurposing existing content into different formats and distributing it across multiple channels, businesses can increase their reach and engage with their target audience in new and meaningful ways. However, it’s important to avoid common mistakes, optimize content for SEO, and measure success to ensure that repurposed content is effective. With the right tools and resources, businesses can create compelling, valuable content that resonates with their audience and drives results.
Hi there! My name is Shruti Sharma and I am a digital marketing blogger with a passion for helping small businesses and startups succeed online. I have been working in the industry for over 5 years, and have a wealth of experience in SEO, social media marketing, email marketing, and more. In my blog, I share my insights and tips on how to effectively market your business in the digital world, and help you stay up-to-date on the latest trends and strategies. Whether you're just starting out or have been in business for a while, I hope my blog can provide you with valuable information and inspiration to help your business thrive.
