Once, we used the content of a high-performing blog to create a YouTube script. With a few modifications and updates, we prepared an effective YouTube script in half the time it would have taken to create it from scratch. The video gained effective reach and engagement that we never thought of.
Seeing the success of repurposing content on one platform, we did the same with other high-performing content types. This time, we converted the infographic into a LinkedIn post with some modifications according to the platform. It achieved a 3% engagement rate.
Repurposing content offers several benefits, which is why 90% of marketers repurpose their content. It enhances the efficiency of creating content. You don’t have to create new content with the same hard work; you can reuse existing high-performing content.
However, simply converting the content into a new one doesn’t work. You have to do it carefully. Some best practices help to repurpose the content impeccably for good reach.
What Is Repurposing Content?
Repurposing the content is reusing high-performing content in different ways on different platforms. It is also called content recycling because the same content is used again, saving time, money, and resources to create the content.
For example, turning a podcast into a blog post.
You can repurpose any type of content, including videos, images, infographics, blogs, podcasts, newsletters, and others. The purpose behind repurposed content can vary depending on business goals. Modify the content accordingly to enhance reach and maximize engagement.
You can also merge the best parts from all high-performing content into one. Merging one or two or only one content into one totally depends on what you want to achieve through repurposing.
As you already know, many websites use AI-generated content, so there is no dearth of content. But yes, there is a dearth of high-quality and high-performing content. You should work smartly and focus on providing value, not quantity.
Write less, promote more (Neil Patel).
You must be thinking, does it work?
Let’s find out below.
Shocking Benefits of Repurposing a Content
Yeah, shocking benefits. Because until now, marketers have been pushing more and more new content without analyzing whether they could reuse the old content. Here’s why recycling content is beneficial.
- Maximum Reach:
Although your existing content has reached many people, some are still unaware of your video, blog, post, and other content formats. You can reach these people quickly by repurposing the content and extending your reach.
- Enhanced Engagement:
Some like listening to podcasts, while others read blogs. By changing the format of your content, you can engage with audiences who prefer a particular type of content. It enhances engagement with the target audience and leads to higher CTR.
- Increased Visibility:
When you repurpose content and post it on different platforms, it reaches diverse audiences. More people learn about your services, products, business, and website, enhancing your brand’s overall visibility across platforms.
- Improved SEO:
When you reuse content, you make changes according to the current market, use keywords, and modify it according to trends. This makes the content SEO-friendly, improving its reach to wider audiences. It also creates opportunities for more backlinks and social shares as you post the same content on different platforms. According to the State of Content Marketing Report 2023, more than 40% of marketers consider repurposing content to help create effective marketing campaigns.
- Creating Trendy Content:
When you repurpose content, you have to make some tweaks according to need and modify it to match current trends. You can easily convert high-performing content into trendy content with little modifications without doing the entire work you generally do when crafting content from scratch.
Best Practices to Repurpose Content for Maximum Reach and Engagement
Merely reposting the old content without any changes can be the biggest mistake; this is not called repurposing. You must focus on some points to do it impeccably and get positive results.
- Identify Repurposing Opportunities:
Just because repurposing content is beneficial, don’t start reusing all content pieces. First, find opportunities to understand whether you can reuse the content or not. With a little research on social media, search engines, YouTube, and other platforms, you can figure out which content can be converted into which type of format.
For example, infographics can be turned into effective social media posts. If your blog contains topics and questions that can help create engaging content for a podcast, reuse it. Identify which type of content best suits lengthy and short pieces.
- Find and Audit the Existing Content:
Suppose your 6 blogs are ranking at the top in SERPs. Do you think all the blogs need to be repurposed? No right. Once you have found repurposing opportunities, find the content suitable for repurposing. Use Google Analytics, search engine console, and other tools to analyze which content has more potential to be repurposed.
It’s not necessary to pick only recent posts; you can also go with outdated posts if they are still effective or relevant. For example, an old tutorial on social media only needs the latest statistics to maximize reach. Ensure the content aligns with trends and audience interest in the ongoing time.
- Decide on Platforms for Repurposing:
The selection of a platform highly impacts the format of the content. For example, on Instagram, short-form videos and images are successful content types, while on Pinterest, only images perform well. On the other hand, for YouTube, you have to create long-form videos or shorts. Moreover, LinkedIn is the best platform for text-based content.
So, you have to decide which platform is the best for repurposing. For this, be clear about what you want to achieve through reusing content.
Have a look at the image below. It showcases the performance of different types of content on Instagram. Posts on higher education are a leading content type, with an average engagement rate of 2.43% on Instagram.
- Consider What Is Trending:
Stay up to speed with the latest topics and trends in your industry. This way, you can reuse existing content that no one can figure out is an existing content. Take the help of tools like Google Trends and others to save time. If you notice a particular type of content that has been trending for a long time related to your field, convert your old content into this one.
After repurposing, assess its performance. Make a list of what needs improvement, implement these changes, and create better content. Use this improved content on the platform where this type of content is gaining traction.
- Tailor the Content According to Need:
This is one of the crucial steps in the repurposing process. It allows you to transform your content into a new one. Your purpose in recycling the content is to maximize reach and engagement. So, find what type of content is more engaging and reachable. Once you have figured it out, change your existing content accordingly.
Ask yourself a few questions like
- What type of content has performed well in the past?
- What is the user persona of my audience?
- On which platforms does my audience hang out?
- Should I include new keywords and remove old ones?
- What call to action will increase engagement?
- Which tool is the best to measure the performance of the repurposed content?
Final Thought
So, are you ready to repurpose your content? Consider steps like identifying repurposing opportunities, evaluating the content and trends, and tailoring needs to reuse your existing and evergreen content. Use tools for quick analysis to implement the findings and transform the content. Moreover, ask yourself questions and find their answers so that you can reuse the content impeccably.
Remember, a key to successful content repurposing lies in a strategic approach!
