You’ve probably heard the phrase ‘Content is King’, but did you know according to Forbes, 60-70% of content created by B2B businesses goes unused? Creating high-quality, engaging content is resource-intensive; without a strategy to maximize its potential, much of that effort can go to waste.
Content is the fuel that can take your marketing and brand to just about anywhere you want to go.
The key is creating quality content worth something to your target audience. On top of that, you must consistently produce fresh, engaging content and maximize its value –an incredibly resource-intensive feat.
That’s where content repurposing comes in–a practical necessity that allows you to breathe new life into your existing content, providing longer-term value. Done right, this strategy saves time, helps you reach new or broader audiences, and boosts your SEO.
What is Content Repurposing?
Content repurposing is the process of taking existing content and adapting it for different formats or platforms to extend its reach and value. It isn’t about regurgitating the same content repeatedly and re-distributing across your social feeds.
To do it effectively, you must understand that content repurposing is the art of transforming your existing content into different formats or tweaking it to cater to a completely different audience segment. Doing this with older content, some of which haven’t been dusted off in a while, can significantly extend its shelf life, improve organic visibility, and enable you to reach audiences who prefer different content formats.
For example, a blog post can be repurposed into a podcast, infographic, or even a video tutorial – thus appealing to the different preferences of your audience. Just as a podcast can easily be repurposed into a single blog, a webinar, or even an infographic.
Why Repurpose Your Content?
Repurposing content offers numerous benefits, helping to maximize the value of the time and effort you’ve already invested. Here are key advantages:
Extended Reach
Repurposing content in various formats can help you tap into different audience segments. Some people absorb information differently. While some prefer reading in-depth articles, others may prefer watching a video or listening to a podcast. By catering to these different preferences, you can expand your audience reach.
Improved SEO
Repurposing content can significantly boost your SEO efforts. By creating multiple pieces of content around the same topic, you can target specific keywords in different ways, improving your chances of ranking higher in search engine results.
Maximized Content Value
Creating quality content requires time, effort, and resources. By repurposing your content, you can maximize the return on your content creation investment. It allows you to extract more value from your high-performing content pieces.
We’ve gone over a good bit of information so far, but I want to point out a few content repurposing tactics that give you some ideas on what’s possible with existing content.
Practical Content Repurposing Tactics
Now that we’ve covered the benefits, let’s look at some practical tactics to help you start repurposing content effectively.
Turn Blog Posts into Infographics
Infographics are a great way to present complex information in a visually appealing and digestible way. You can repurpose your in-depth blog posts into infographics to cater to your visually-inclined audience.
Start by identifying your most popular blog posts. These are the posts that resonated with your audience and are likely to do well in other formats. Extract the key points from these posts and use them to create a compelling infographic.
Transform Content into Podcasts or Videos
Podcasts and videos are incredibly popular content formats. You can repurpose your blog posts or articles into podcasts or videos to reach an audience that prefers these formats.
For instance, creating a video tutorial based on a how-to article or conducting a podcast interview based on a Q&A blog post. The possibilities are endless.
Create a Content Series
If you have a comprehensive guide or a long-form blog post, consider breaking it down into a series of posts. This makes the content more digestible and gives you multiple pieces of content from a single post.
At the end of the series, you can also compile these posts into an e-book or a white paper, providing additional value to your audience.
Ready to Get Started?
Start by identifying your top performing pieces and brainstorm ways to transform them into new formats. This not only extends their reach but also connects you with audiences who might have missed the original piece.
Content repurposing is a powerful strategy that allows you to get the most out of your content creation efforts.. It helps you reach a wider audience, improve your SEO and maximize the value of your high-quality content.
Remember, creativity and understanding your audience’s preferences are essential to successful content repurposing. So, start exploring different formats and get the most out of your content.
