Spending hours crafting a blog post only to see little traffic? That’s far from a content creator’s dream. Does that mean the blog should be discarded? No, it simply means that it’s fit for content repurposing.
Building new content from scratch every time can be a tedious process. Content repurposing is one way through which one can ensure that there is a free flow of content without the business handles being idle at any point.
In this blog, we are trying to learn and understand the various facets of content repurposing and examples of how it’s being done effectively by different brands.
What is Content Repurposing?
Content repurposing is the process of transforming existing content into different formats. Think of it like recycling—just as plastic bottles can be turned into useful products, your content can be reshaped to serve new purposes.
It is quite daunting when one runs out of ideas and needs some sort of content to recuperate while fishing out for new ones. In such kind of crisis, the best way is to repurpose the existing content.
Content repurposing saves your social media channels and other outlets from being without any activity which will have quite an effect on the brand or the business as well.
Why is Content Repurposing Important?
There are many reasons why you should resort to content repurposing. Let’s look into some of those reasons:
- Extends Content Lifespan: Now, you structure good content and just think of it being limited to a blog post or a social media post. It is such a waste. So, when you do content repurposing you can help the content to get a longer lifespan. Simply put, it means that we get to add the same wine in different bottles.
- Reaches New Audience: You can’t assume that all your content outlets are being visited by your target audience. To make sure that your brand reaches everywhere, it becomes necessary to put your content out in all kinds of mediums as possible. Through content repurposing, you can do just that.
- Boosts SEO: While blogs are the best content format out there to enhance the SEO of your business, by engaging your content in other formats, you can bring in search and content visibility of your business.
- Higher ROI: You will need to put your head into research for one solid time and the return on investment will be huge. You can lessen the amount of your efforts and get better investments.
Different Ways You Could Repurpose Content
Now, we have discussed what repurposing content means and why it is important. Now, let’s further look into how to repurpose it in different ways.
Let’s take the base form of content and how to repurpose it.
Blog Posts different other Content Formats
- You can turn your blog post into a script and make it the base for a YouTube video. Videos tend to have a lot bigger audience than a blog post.
- A blog post is rich in information. Key insights can be repackaged into Instagram posts, LinkedIn articles, and more, reaching a wider audience.
- Make an infographic. This is one of the easiest ways to transform your blog post into a visual element. Tools like Canva give you a lot of templates for making your infographic precise and eye-catching.
- Blogs can also transformed into interactive podcasts which can gain listeners.
- You can also compile your best performing blog posts into an e-book.
Webinars to Videos and More
Webinars are live or recorded learning sessions hosted by businesses for their audience. Webinars can be pretty long and may not have many takers to sit through the entire hour or two of the program.
- The best way to help users get to the gist of the webinar is through a blog that details the key takeaways of the webinar.
- Taking out excerpts from the webinar and creating carousel posts and reels on Instagram.
- Extract quotes from the webinar and make them into multiple tweets.
Podcasts to Written Content
Podcasts are interactive chat sessions that stream on different platforms.
- Podcasts can be converted into written blogs.
- Podcast snippets can be turned into compelling copy and adapted for social media.
Case Studies to Bite-Sized Content
Case studies are in-depth analyses of a problem or how a feature has been implemented.
- Relevant case studies can be transformed into engaging LinkedIn posts.
- The case studies can also be converted into testimonial graphics.
How to Create a Content Repurposing Strategy?
Identify the Right Content
Not all blogs can be repurposed into other formats. Choose the right content to repurpose. Focus on top-performing pieces or those rich in valuable information.
This will help you create multiple types of posts and can help fill up your content calendar for a good amount of time.
You can take the help of Google Analytics to pick the high-performing post or the one that has been on the page for a long time. Review emails on your email marketing and pick the one that has got traction and transform it.
Choose the Best Formats for Content Repurposing
Not every format will suit your brand as it highly depends on the likes of your target customers. If you are a knowledge-sharing business, you can put in webinars and convert them to a series of short access for your students.
You can reformat your content as discussed in the above section and make the best of it.
Optimize Content for Different Platforms
Each platform has a different take on how the content should be presented. So, it is necessary to maintain that tone concerning each platform. We will look into how content repurposing has to be done based on the platforms:
Automate the Process using Tools
Several tools can streamline content repurposing, making the process faster and more efficient:
- Lumen5: Helps to convert written text into videos
- Canva: Helps in creating noteworthy infographics and social media posts
- Descript: It helps transform podcasts into blogs
- Hootsuite: Helps in scheduling posts and keeping your content calendar up to date
Track and Refine Strategies
You can measure the success of your repurposed posts using Google Analytics, Social Media Insights, YouTube Analytics, etc.
For example, if your reels are performing better than the carousel posts, then you need to give more importance to those and engage your audience better.
These refinements will help your brand to reach out to more of your target audience.
Example of Content Repurposing
Duolingo, a language app, made bite-sized content in TikTok which had a high reception from viewers. To make sure that these videos doesn’t fade into oblivion, they repurposed these TikTok videos into the following ways:
- These bite-sized videos were re-edited and put into Instagram reels and YouTube shorts to expand reach.
- Some of those TikToks were turned into GIFs and were used in monthly newsletters making it more creative and click-worthy.
- This helped them to reach higher base of audience.
Conclusion
Content repurposing is an easy tool to help to overcome the content block that can sometime befall upon the marketing team. It is also a best go-to solution to gain better viewership in multiple other platforms without the need of creating new content from scratch.
Hope this blog helped you understand how to go along with content repurposing and the right way to do it.
FAQs
- What is the best type of content to repurpose?
Any high-performing content (blogs, videos, webinars, podcasts).
- Does repurposing content affect SEO?
No, as long as you modify and optimize it for each platform.
- How often should I repurpose content?
As often as it stays relevant! Evergreen content can be repurposed multiple times.
- Is repurposing content the same as reposting?
No! Repurposing means adapting and transforming, not just copy-pasting.
- What tools can help with content repurposing?
Canva, Lumen5, Rev.com, Repurpose.io, Hootsuite.
