Until now, you have only heard about recycling materials. But did you know you can recycle your content, too? It’s like reusing old content, a powerful way to get more value from what you have already created. You can maximize your existing assets by reusing old content because you will not need to write it from scratch. It doesn’t require resources and money as much as for creating new content.
Around 46% of marketers believe that repurposing saves time and money. Some blogs, videos, and posts perform excellently, but marketers are afraid of Google penalties for using them again. However, with careful modification and formatting, it is possible to reuse the content and avoid penalties.
If you have started thinking about how to repurpose content, we are here to help. This blog presents ways to reuse high-performing content effectively. Scroll down because it’s time to discover these ways.
What Is Content Repurposing?
Content repurposing means reusing existing content by changing it according to need. It eliminates the need to create new content, saving the company’s resources. You can either repurpose an entire content or part of it. So, repurposing content depends on marketing goals.
Marketers can transform any type of content, such as video, image, blog, and podcast, into another type of content.
Here are the examples of converting one content into another:
- Blog posts > social media posts
- Webinar > blog post
- Blog post > a YouTube video
- Podcast > blog post
- Case study > testimonial video
- Customer reviews > social proof
- Product guide > FAQs
- Infographics > social media posts
Top 5 Benefits of Content Repurposing
How does it feel like repurposing your best content for social media? You can be sure of one thing: it can make people stop scrolling as your content comes across. There are many benefits of repurposing content; have a look at them below.
- Maximizes Reach:
You can reach more people.
By creating content in different formats, you can reach different audiences. For example, if you create only video content, you might miss out on reaching people who like reading. Repurposing content allows it to get all types of audiences.
- Improves Website Traffic:
You can attract more visitors to the site.
Creating different types of content, such as podcasts, videos, infographics, blogs, memes, and GIFs, improves SEO and reaches a broader audience. It increases website traffic. For example, you can create infographics, podcasts, and social media posts for the content “5 fat loss strategies that require leaving no food.”
- Increases Engagement:
You can increase engagement faster.
Presenting the same content in different formats reaches different audiences and increases engagement. For example, maybe your podcast is not performing well, but the blog created from it can break records with increased engagement.
- Extends Content Lifespan:
Your content can stay relevant longer.
You can use one-time-created content multiple times. This means the content never becomes obsolete until it performs well in different formats, extending its lifespan. It’s like old content getting new life in other content formats or old stuff in the new packaging.
- Saves Time:
You can create content quickly.
Writing a blog post takes around 5 hours. So, whenever you create a new blog, you spend at least 5 hours. Instead, you can use a podcast (You can use other types of content as well) and write a blog post out of its content. This way, you can reach an audience that primarily likes to read, not watch and listen, and save time from creating content for them separately.
7 Smart Ways to Repurpose Your Content
You know the key advantages of repurposing content, but it’s not beneficial for all marketers. Yes, you read it right. It is because of the ways they use to repurpose content. The secret lies in the approach and the ways you use to repurpose. Here are the ways to reuse your content smartly.
Find Your High-Performing Content:
Before you start recycling your content, search for high-performing content. Because not all content pieces are suitable for recycling, some are the least performers while some are high performers. You must pick the high-performing content to put the best foot forward.
Find an answer to the question, “What do I want to achieve through repurposed content?”
It will help you set a goal, and once you have it, you can determine which content is the best choice for recycling.
Ways to find high-performance content:
- Analyze Engagement Metrics
- Check Traffic Data
- Review SEO Performance
- Monitor Conversion Rates
Identify Repurposing Opportunities:
Once you have found the content you want to repurpose, analyze it. Assess what type of content you can create out of it and where you can post it. Determine whether you can pick small pieces of content from the original and create short-form content, posts, infographics, GIFs, and others.
Ask yourself the below questions:
- Can I turn this content into other forms of content?
- Can-I include fresh information in it?
- Can I create infographics from this content?
- How long it will take to update the content?
- Is there any way I can change the content into video?
- What parts of the content need to be updated?
Determine Content Suitability:
Once you have found high-performing content, check its suitability for different content formats and platforms. If your content includes data and statistics, Instagram might not be suitable. Similarly, if the content is highly visual and narrative-driven, YouTube and TikTok might not be the right platforms.
Data and statistics can also help you determine which type of content is suitable for which platform. For example, the image below can help you decide which type of content you should create if you want to post on Instagram.
Preferred types of content on Instagram
Update Old Content As Per Trends:
What is trending now? Which type of content do people like these days? If you know it, you can increase the chances of the content becoming successful. Use tools to find out which type of content people prefer nowadays and how to make old content meet the current demand.
Ensure the content remains relevant after you update it. Also, ensure that no major changes are required because making major changes can take time equal to creating fresh content.
Well, updating content according to trends is crucial because people’s choices change fast with time. If you don’t update your old content properly, they might not like it.
Here are some steps you can follow to update old content:
- Review and Refresh the Information
- Optimize for SEO
- Improve Readability
- Add New Visuals or Media
Repurpose for Different Audiences:
Some people like watching videos, some like reading blogs, some find checking infographics effective, and some engage more with memes. So, who do you want to create content for? You can create content for all audiences, no matter where they hang out online and what they want to learn.
For example, you can create posts for social media, picking easy and small pieces of content from the podcast and blog. Similarly, you can include technical details if your audience likes technical content. Moreover, break down your content into different learning styles like videos, infographics, eBooks, social posts, blogs, reels, and shorts.
You can check out the questions below to repurpose content effectively:
- Who is my target audience for this content?
- How can I simplify the content to fit this audience?
- What type of content format does this audience prefer?
- What tone will resonate the best with this audience?
- How can I make content more relevant to this audience?
Tailor Your Content According to Platforms:
Instagram audiences don’t like to read; they prefer watching graphics and reels. So, if you write long-form content, it might not work for this platform’s audience. Post your long-form content on Linkedin because people like to read narratives here.
So, if you are repurposing content, ensure which platform would be the best for posting it. Tailor your content according to platforms.
Here’s how you can tailor your content:
- Research image size and video length for each platform
- Create infographics for Pinterest and short snippets for Twitter
- For LinkedIn, use professional language
- Utilize the unique tools and features of each platform
Assess the Performance of the Repurposed Content:
Whatever efforts you put into repurposing content, do they offer the desired result? To find out, assess the performance of the content you repurposed. If you see it works, then continue repurposing; if not, evaluate and find mistakes. Analyze which type of content offers a good engagement rate and platforms suitable for repurposed content.
You can follow the below steps to assess the performance:
- Track Engagement Metrics
- Monitor Traffic and Click-Through Rates
- Analyze Conversion Rates
- Check Social Shares and Comments
- Review SEO Performance
Many effective tools are available to assess the performance of repurposed content. We have curated a list of tools for you.
- Google Analytics
- Scoop.it
- Buffer
- Quintly
- Addvocate
- Cyfe
Final Thought
So, now you know what repurposing can offer and how to achieve it. This blog has explained how recycling old content can save time and resources. With the repurposing method, you can reach a wider audience, increase website traffic and engagement, and extend the lifespan of the content. Follow the ways mentioned in the blog to repurpose content.
It will help you make the right decisions and ensure you get the most out of your efforts. Begin by finding high-performing content, identifying repurposing opportunities, updating old content, and more. This right approach will ensure your effort delivers profitable results.
These steps will simplify your journey of reusing old content with new hopes. So, are you ready to create highly engaging content for your audiences without writing it from scratch?
