Work Smarter, Not Harder: 4 Reasons to Repurpose Your Content (and 9 Ways to do it)
Extending the life of existing content can help reach new audiences, boost web traffic, and save your sanity.
Great content is the foundation of any good SEO strategy. It can fortify your brand’s reputation, drive significant levels of web traffic, and serve as the catalyst for converting that traffic into customers. The catch? Creating original content takes time and a substantial amount of effort.
The good news is, you can reap the benefits of great content without having to generate new stuff by repurposing and re-packaging your best existing content. In fact, if you’re not recycling your content, you’re missing a huge opportunity.
Why should you repurpose content?
Repurposing content is like giving it a new lease on life. It’s about identifying posts that have already been published and re-packaging them so they perform double-time. By doing this, you can:
- Revive top-performing posts
- Reach new audiences
- Boost search engine traffic
- Focus less on what to write and more on making sales
What type of content should be repurposed?
Not all content is worth resurfacing. For example, repurposing a post on the latest VCRs may not garner much additional interest because that technology is a thing of the past. It’s no longer relevant. When it comes to reviving content, only repurpose what can be categorized as ”evergreen” — content that is not time-sensitive and continues to be valuable and applicable to site visitors and search engine users.
You can also review past analytics and revive the most popular posts. Try to decipher what made those posts successful, update them as needed, and plan your repurposing strategy from there.
9 ways to repurpose content
When you repurpose content, you’re not simply republishing an old article. That wouldn’t be a good user experience or SEO strategy. You need to change the way the content is presented so anyone who finds both (or more) of the articles recognizes the value of each piece. Here are some good ways to repurpose content that will multiply its value for a fraction of the effort.
Transform one post into a series
One blog post can have a plethora of useful information, so why not turn that one post into a series of posts? A series can be used to drum up anticipation and dole out information over time. This tactic is useful when putting together guides, like “The Complete Guide on Repurposing your Content,” or even a series of insider industry tips. The series can then be repurposed into smaller chunks for email drip campaigns and lead-generation efforts.
Create an e-book or whitepaper
Some people prefer to follow blogs and read posts as they’re published, but others would rather download that information and read it in a book-like format. One of the best ways to take advantage of your high-performing blog posts is to compile them into a more robust resource, like an e-book or whitepaper. In addition, offering downloadable resources is a great way to build your email list.
Infographics can communicate a lot of heavy information in an easily digestible, visual format. And they work wonders in presentations or shared on social media. People are 30 times more likely to read infographics than traditional text articles.
In general, posts with a lot of data and analytics make the best infographics. It should be information that can be conveyed well visually, perhaps even more clearly than it was in the original text.
Turn stats and quotes into images
According to a recent study, articles with images every 75-100 words are shared twice as often as those with images more or less frequently. That’s pretty image-heavy: five or more graphics in a 500-word post.
To take advantage of this, try using an image creation tool to turn statistics and quotes into images. These graphics can be used in future content or shared to promote the original article on social media.
Create roundup posts
This is a great option for people who are interested in the overview. When developing roundup posts, extract the highlights from blogs on a common topic and compile them into one overview post. A roundup post won’t go deep on any singular point, but it should link back to the sources so people can dig in if they want more information.
Post on social media
Extract key metrics, quotes, and stats that can stand on their own and turn them into social media posts. These posts can highlight your original content and drive traffic back to your website.
Incorporate into newsletters
Not everyone on your email list will systematically read your blog, so some posts can go unread. Incorporating blog posts and images into your newsletter is a great way to make that content accessible to everyone, and it’s another opportunity to link back to your site.
If you use videos in your marketing mix, you can easily use that information as the foundation for subsequent blog posts. You can even dissect a full-length video into bite-sized videos for platforms like Instagram. Once you’ve piqued interest with your teaser, link back to the full-feature version on your website or YouTube page.
Post on other platforms
One of the best ways to repurpose high-performing content is to publish it on a different platform, like LinkedIn. Be sure to align the voice and tone of the article for your selected platform, change the title for that audience, and link back to the original post.
These tips will help get the most value out of the content you worked hard to create. Try different avenues and assess what resonates with your audience. Once you know what kinds of repurposing work for you, enjoy the content gift that keeps on giving.
Need help repurposing your content? Give us a shout.