Source: CJG Digital Marketing
“Creating new content on a regular basis is not an easy task, specifically if you are new in this field. With many industry experts saying that in order to stay on track, you should create x number of content within a week, which is quite exhausting especially when you operate your business with a limited workforce.
Fortunately, great content that was already produced a long time ago can be recycled and into a new and equally engaging content.”
Content repurposing is the simple concept of reusing a piece of content into something new and different, that can further extend the lift of your content, maximizing your investments along the way.
1. Content Revamping vs. Content Repurposing
It is normal that well-written content will sometimes get old and no longer serve its purpose to your aduience efficiently.
In that case, you have at least two options, to save old content from losing its value: content revamping and content repurposing
According to an article by Hubspot
“When you revamp a piece of content, you’re continuing to use it for the same purpose it was originally intended, but updating it so it remains relevant and attractive to that audience.
This can be updating the information in your old how-to blog posts or taking that old eBook and changing its overall design to make it more visually engaging.
Repurposing a piece of content, on the other hand, involves changing the format of the content, and/or changing the target audience for the content.
This approach is effective when you want to attract of convert more people in a different segment. An example of changing the format is converting a how-to article into a video tutorial or infographic.
2. Primary purpose of content repurposing
The Hubspot article states the two purpose of repurposing content.
- Repurposing content to reach leads in different stages of buyer’s journey and the other one is
- Repurposing content to reach leads in different persona segments.
To reach the target audience who are currently in a specific stage of marketing funnel (awareness, consideration, decision), content marketers have to change the format and angle of the content to align with the way the audience consume information.
For instance, people in the awareness stage tend to consume bite-sized content because they are still learning about a topic or solution.
People in the decision stage, on the other hand, are more likely to consume in-depth content that helps them to make that decision.
Reaching leads in different personas, on the other hand, means presenting your original content in an angle that will fit your customer persona in your business.
For instance, a particular audience group who are always looking for ways to expand their knowledge and tend to prefer visual content may want you to repurpose your content by making it more advanced and in an inforgraphic format.
3. Benefits of repurposing content
- Reaching a new and different audience – Everyone learns information differently. Some prospects may be more responsive to infographics, and some may like to listen to the podcast during their morning commute. Repurposing content across mediums can extend your reach to a different audience.
- Expanding one idea into several content pieces – The idea that you have used in your old content such as a blog post can be used as a tpoic for a slideshow, a video, a free information guide, a whitepaper, or a podcast.
- Repurposing allows you to leverage the research you conducted for one piece of original work across additional content projects.
- Cross-promoting content – Through repurposing efforts, you can cross-promote your great content pieces across multiple channels.
- Extending content’s longevity – With so much content that is being published every day, people are bound to miss a blog post or video once in a while.
- Better SEO and authority – Creating multiple pieces of new content around specific topics can boost your SEO and could help you rank higher in Google.
4. What content to repurpose?
Finding content worth repurposing is difficult when looking at your content portfolio.
Evergreen content are pieces of content that work over a longer period of time.
Your most popular posts
Check your analytics to see what posts have performed the best in the past month and the past year.
Content that needs to be updated
Perhaps something has changed in the news since a post went live, or maybe you’ve learned new information the last time you wrote the topic.
5. Ways to repurpose content
If you have a great idea or topic about your niche that can help your audience, then it should be featured in a blog post, especially when 70% of consumers learn about a company through articles rather than ads.
You can create eBooks and free guides by compiling all the posts you’ve written on a certain topic.
Your original article can become the foundation for your script, and you can present the topic in lecture style or with some added graphics and enhancements.
People are more likely to be captivated by images rather than by a big chunk of texts.
Creating a slideshow out of your text-heavy article is a challenging one, but is also a great way to practice yourself of simplifying an idea and by featuring images and short descriptions, it can also cater to visual learners.