As a content writer, you’ve probably heard people say “content is king” several times over, but no one tells you just how hard it is to create the so-called king. In this marketing era, you don’t necessarily have to publish new articles or blog posts every day. Some of your old blog posts may be a gold mine that could lead you to all the conversions you need to drive traffic.
That’s why it’s so important to repurpose content and breathe new life into it. In this article, we will discuss everything you need to know about repurposing content — from the basics to expert tricks.
What Is Content Repurposing?
The first thing to note about content repurposing is that it isn’t the same as revamping content. It’s much more complicated than that. Content repurposing means changing the format of a piece of content and changing the target audience.
For instance, you may take an old article about how social media usage has increased over the past few years and turn it into an infographic. This way, it can reach a new section of your target audience that may have missed it previously.
Why Should You Repurpose Content?
There are many reasons why you should hop on the content repurposing train as a content writer but let’s start with the most important ones:
1). Saves Time
As content writers, we all have those lazy days when we simply can’t muster the motivation to write a comprehensive piece. On days like these, repurposing content helps you save time and focus on more important things instead of searching for write my essay for me sites to help you create content.
2). Helps SEO
Repurposing content to suit specific platforms boosts your online presence and Google rankings. By repurposing content, you can make it more appealing to different audiences and extend your reach.
3). Preserves Value
Some pieces of content are just too good to abandon in obscurity. If you notice that a post is driving a lot of site traffic, milk the popularity to the maximum. Repurposing content will give it a new spin and ensure that it stays relevant.
6 Things to Consider During Content Recycling
Before you start the content recycling process, here are some factors you should consider to achieve your aim:
1). Your Purpose
It’s always advisable to set out with clear goals in mind. Identify your reasons for repurposing and why it needs to happen right away. Why exactly do you need to repurpose your content at the moment? Are you trying to reach a new target audience? Or are you simply trying to boost visibility on all platforms?
Identifying your purpose and goals will help you steer the recycling process in the right direction and ensure that you achieve your aim.
2). Your Existing Content
Next, it’s essential to rifle through your content archive to determine the most lucrative content that meets your recycling goals.
For instance, if you’re trying to sell a fitness webinar, pick a piece of content that addresses the aspects of fitness that your webinar will cover.
It’s advisable to choose evergreen content that will remain relevant even after several years have passed. This way, your audience can still revisit the content several years down the line.
Before recycling content, you need to go through comments, questions, and suggestions from your consumers. Most times, audience feedback can provide clearer insights into what works for them and the areas you need to improve.
4). What Your Competitors Are Doing
Once in a while, it’s essential to spy on your competitors and copy their best practices. A great way to do this is by searching the internet for all the top-performing content centered around your topic. Go through these pieces and then create a better, more comprehensive version of them.
5). Content Development
Once you have considered the first four factors, you can then delve into the content development stage. Consider the type of content you’re trying to make (for instance, an infographic), draft a suitable outline, and then turn it into stellar content.
Another vital factor to consider is the channel through which you will promote your new, revitalized content. Your choice of marketing channel should be based mainly on the content’s platform. For instance, if you’re creating content for Facebook, Facebook-sponsored ads should be your primary marketing channel.
On the other hand, if the content is for your blog or website, Google Ads is a better choice.
10 Ways to Repurpose Your Content
There are several ways any content writer or marketer may choose to repurpose their content. You don’t have to pick a particular channel without considering your business’s needs. Choose one that suits your recycling goals and will help you achieve them.
Here are some methods you could try out:
1). Turn Webinars into Video Tutorials
High-performing webinars are fantastic for any content creator. However, after a few days, the euphoria often wears off, especially if the attendees don’t stick around long after the webinar is over.
How do you ensure the webinar content doesn’t go to waste?
Well, a great way to do this is by converting your webinar into a YouTube video tutorial. Not only will this help to ensure that your content stays evergreen, but it will also satisfy your site visitors’ cravings.
2). Create a SlideShare Presentation
Some members of your audience may not fancy reading long lines of statistics or quotes. As such, you should try transforming this type of content into visually appealing slides. This will help you to present your content in an easy-to-read format and drive more engagement.
Pro Tip: If you aren’t sure how to create professional slides, photo editing apps such as Canva are a great place to start.
3). Create Infographics
Although PowerPoint slides are great, you can take your content a notch higher by turning it into infographics. When it comes to the world of content creation, infographics are like a magic wand that can transform even the drollest content into a colorful, easy-to-read information hub.
However, a great way to ensure that your infographic gets the right amount of engagement is by double-checking the main content first. The main content that you’re trying to repurpose should be value-laden and relevant to your target audience. This way, you won’t simply be displaying chaff in a visually appealing way.
4). Turn a Quora Answer into a Blog Post
Quora is fast becoming a hub for anyone seeking to get answers to both mundane and profound questions: students, professionals, brand owners, you name it.
As such, a great way to repurpose your content is by harnessing Quora’s potential. If you find a question that seems to be in high demand, don’t just stop at answering it. Turn your answer into a detailed blog post and include a link to your blog post in the answer.
5). Create Twitter Posts
If you have an exciting blog post filled with nuggets that your audience will appreciate, you could highlight an important line or two and post it to Twitter using a “Click to Tweet” option.
But before you do this, ensure that you have a catchy image to accompany your new tweet. By doing so, you can get more engagement from the post.
6). Weekly Newsletters
If you have a dedicated list of email subscribers, then you just may have been sitting on a gold mine of content. Instead of bombarding them with marketing emails every other day, you can showcase your blog posts by turning them into newsletters that offer valuable tips to your subscribers.
7). Create an eBook
You could also convert your existing blog posts or articles into a free (or paid) ebook. Many famous brands have towed this path, which has helped them provide their readers with more value.
If you decide to join the ebook train, carry out additional research to fill it with factual information. Throw in relevant stats and colorful images to make it worth the reader’s time.
8). A Podcast or Video Series
Not everyone likes to read — or even has time to do so. It may surprise you to know that most of your audience skip your content because they lack the attention span to read long lines of text. If this is the case, you should turn your existing content into a podcast. Invite guests who are experts on the topic and completely transform it into a fun fest.
9). A Mash of Old Blog Posts
If you’ve written a lot about a specific topic, an easy way to get fresh content would be to mash those blog posts into a handy guide for your audience.
For instance, if you have a blog post titled “How to sell on Instagram” and another one titled “How to make your Instagram profile more appealing to your audience,” you could mash them into a single guide titled “Everything you need to know about using Instagram for business.“
10). Pinterest Board
If you have a blog post that contains relevant images, you can repurpose the content by creating an entire Pinterest board with the photos. This will drive more traffic to your blog post and increase your reach.
Repurposing content is a great way for content writers and marketers to save time and never run out of steam. You could try out any of these methods listed above to repurpose your content and make the most out of it. Good luck!