Whether you’re a marketer, a content creator, or a business owner, you know the drill: producing new, engaging, and compelling content takes time (and more often than not, there’s not enough of it!). Additionally, the creative process and its numerous behind–the-scene steps come with challenges of their own. So, how do you keep up the communication strategy while the clock is ticking? Enter the solution: time to repurpose your content!
Follow along as we go over the basics of repurposing ideas. In this article, we’ll share how to dab into this strategy. AKA, what you should always look for when selecting which content to revamp. Of course, we’ll also talk about leveling up your marketing game by applying social media trends in 2023. Without further ado, let’s delve into this creative journey to unleash your brand’s potential!
Jump Ahead to What You’re Looking For 🔍
- What is Repurposing Content? Transforming Old into Gold
- Repurposing Content Do's
- Repurposing Content Don'ts
- Evergreen Content: The Key to Repurposing
- The Power of Repurposing Content: From Dull to Dazzling
- 1. Increasing Efficiency
- 2. Improving Your Brand's Engagement
- 3. Upgrading Your SEO Game
- Ready to Revamp? Check Out 5 Strategies to Repurpose Content
- 1. Content Curation
- 2. Blog Posts → Video Snippets
- 3. Case Study → Infographics
- 4. Interviews → Instagram Quotes
- 5. FAQs → Blog Posts
- Last Words
What is Repurposing Content? Transforming Old into Gold 🌟
Repurposing content is a strategic approach to scaling your existing material into renewed, up-to-date, and valuable assets. It’s not about taking a shortcut or opting for copy-paste. Quite the contrary, the idea is to make the most of the resources you’ve already created by adapting them to new channels and formats. All in all, repurposing can go a long way for content ideas such as:
- Blog posts
- White papers
- Case studies
- Slide decks
- Social media posts
♻️To keep in mind: this strategy is often called “content recycling”.
Let’s do a quick recap on how to repurpose content!
✅ Repurposing Content Do's
- Identify your top-performing assets. Time to get your detective glasses on! Search for your content’s KPIs and review your material’s top-notch performers. Metrics like conversion rates, engagement, and traffic might be a great place to start.
- Add value to your previous material. Whether you’re providing a fresh perspective or new insights, always aim to enhance the original content. For example, you could compliment with visuals, update statistics or facts according to the year, incorporate SEO, social media, and industry trends, and consider user feedback.
- Adapt to different formats and channels. There’s no one-size-fits-all approach to creating content for social media and multiple platforms. For example, a great long-form blog post may not inherently translate as an engaging Instagram carousel. The solution? Customize and tailor when you repurpose your content.
🚫 Repurposing Content Don'ts
- Overuse old posts for the sake of it. Reposting content without a second thought can be a recipe for disaster. Why? That material may already be irrelevant; it no longer aligns with your brand’s identity, or your audience might feel disengaged. Remember, strategy is key.
- Focus on quantity over quality. Overstacking your different streams and communication channels doesn’t guarantee success. Instead, be mindful of the material you share and strive to provide your audience with relevant, insightful, and reliable content.
- Plagiarize or duplicate someone else’s material. This one is pretty self-explanatory, as it may lead to your brand losing credibility, trustworthiness, and authority. Noted, this can also negatively impact your SEO efforts and drive away existing and potential customers.
As you may have noted, content repurposing opens up a whole new world of possibilities to reach your audiences in fun, unique, and engaging ways. So, where to start? Don’t worry! We’ve got you covered. Let’s talk about your best ally regarding this strategy: evergreen content.
Evergreen Content: The Key to Repurposing ♻️
In essence, evergreen content conveys the idea of something timeless, relevant, and valuable all year round. As it isn’t tied to a specific time or event, it stays accurate and effective in the long run without constantly updating it. So you have time in your favor! ️
Therefore, it can serve as the foundation for the material you want to revamp. No need to start from scratch! Instead, repurpose your content by upgrading, renewing, and customizing it into different formats.
So, how to keep an eye out for evergreen content? We suggest looking for assets that provide long-term value to your customers. So, let’s say the release of a new product wouldn’t fall into this category as the time aspect constrains it. However, a how-to guide on how to use it or the best tips to make the most out could fit better into the “evergreen” criteria.
Here are a few ideas of evergreen content that are fit for repurposing:
- How-to articles and blog posts
- Learning resources
The Power of Repurposing Content: From Dull to Dazzling 💫️
Still not sure if you need to repurpose content? That’s okay! Let’s review some of its benefits:
1. Increasing Efficiency
As we stated in the beginning, designing content ideas for social media, websites, and platforms takes a handful of time, especially if you’re an all-rounder. Repurposing allows you to continuously create high-quality material by giving you a great baseline to work with. It’s all about optimizing your time, effort, and resources!
2. Improving Your Brand's Engagement
By adapting and customizing your previous assets to different channels and platforms, you can reach a broader audience while catering to the user’s various interaction preferences. In other words, you’re diversifying your content while remaining relevant.
3. Upgrading Your SEO Game
When consistent, content repurposing can enhance your brand’s SEO efforts. One way to do it is by improving your keyword targeting with long-tail variations throughout different formats. Moreover, you can boost your internal linking strategy as new pieces are tailored. Also, keep in mind that updating your content maintains its relevance by expanding its lifecycle.
Ready to Revamp? Check Out 5 Strategies to Repurpose Content️
Now that we’ve gone through all the basics to repurpose content, you may be wondering what’s the best strategy for your brand. There’s a whole window of opportunities! Here are 5 cool ideas we’ve picked out for you to reach wider audiences and make the most of your (already awesome!) existing material:
1. Content Curation ✨
Picture this: there’s a series of high-quality content related to your niche that your audience loved throughout the year. What to do with it now? Well, it’s time to dust it off! All in all, content curation involves researching, organizing, and presenting a carefully picked selection of material and resources to your target market. Here’s how to do it with an easy content repurposing workflow:
- Assess your content. Whether you’re reviewing articles, blog posts, videos, or infographics (and so on!), look for quality, relevance, and credibility.
- Evaluate and select. Analyzing your KPIs is a great way to examine what type of material will work best for your audience. For example, let’s say you’re going over your website. Some indicators to assess would include website traffic, organic search traffic, bounce rates, CTR, and conversion rates.
- Boost value proposition. Time to refresh your content! Showcase your brand’s authority and expertise on the topic by providing insights or additional context so your audience knows why it’s valuable.
- Choose your platforms. Select where you’ll share the curated content. Some options may include your email newsletter, a dedicated section on your website, or social media.
2. Blog Posts → Video Snippets 📹
When it comes to content marketing trends, videos stand out as a powerful tool to engage with your community. Simply put, their versatility, enhanced storytelling, and visual appeal provide an engaging experience that resonates with users. Lights, camera, action! 🎥
Just think about it: you can tailor well-crafted blog posts to long, in-depth videos on YouTube or a website. On the other hand, you can also convert tutorials, lists, and recommendations into short-form content like TikTok videos and Instagram reels. If you need some inspo, Placeit by Envato has tons of creative video templates for you to Ree-ly stand out!
3. Case Study → Infographics 📊
Repurposing a case study into infographics is a smart way to engage with your audience through a visually appealing format. The key is to convey complex information, statistics, and numbers into key takeaways that readers find valuable and easy to understand. Here’s a step-by-step on how to do it:
- Select a compelling case study. Some examples within your portfolio may include industry-related research or success projects.
- Identify key data points. Search for important metrics and findings, before-and-after figures, and testimonials.
- Design a visual storyboard. Outline the information’s basic structure, from the initial point to the conclusions. Think of the complimentary visual elements like charts and icons.
- Create the infographic. Remember, the idea is for the visuals to stand out while aligning with the information you share. Be mindful of the design, color palette, and style. Also, opt for concise and reader-friendly text.
✅ Don’t forget to include a strong CTA that invites users to contact you, read the full case study, or visit your website.
4. Interviews → Instagram Quotes 💬
Need more social media content ideas? We’re here to help! Through eye-catching visuals and engaging captions, expert quotes maximize the impact of your content while positioning your brand as an authority on the topic.
Let’s say you’ve invited an expert to your podcast, or maybe you had the chance to speak with industry partners, influencers, or thought leaders. Their unique insights offer standalone value to your audience. Moreover, it’s a great way to keep things relatable and make a positive impact by choosing interviewees and takeaways that align with your brand’s values.
5. FAQs → Blog Posts ✏️
By repurposing users’ FAQs into blog posts, you can address common queries the community may have. Overall, it’s a great way to provide valuable insights while enhancing your website’s content and SEO, making it a win-win strategy for your clients and online presence. Need I say more? Here are a few topics to dive into:
- Product’s functionality
- Product’s detailed comparisons
- Industry trends
- Benefits of a service
- Common issues
- How-to guides
Last Words 😌️
Regarding content marketing ideas, the sky’s the limit when maximizing your digital presence. While great material isn’t crafted overnight, you can still make the most out of your resources by opting for this strategy. At the end of the day, when you repurpose content, you’re providing additional value to the hard-earned assets you’ve already invested in creativity and inspiration.
Now, it’s your turn! We’d love to hear about your experience with repurposing content. Have you tried any of the ideas we shared? Feel free to share your comments and join the conversation below. It’s your insights that truly make our community thrive. Till next time! 💫