What is Content Repurposing?
Content repurposing is the process of taking existing pieces of content and transforming them into new formats. Instead of starting from scratch every time, you leverage the effort and investment already made in creating that initial content. This could involve turning a blog post into a video, an infographic into a series of social media posts, or a webinar recording into a podcast episode. This is particularly valuable for Content Marketing with Boogle, where maximizing reach and engagement across different channels is crucial for success. To represent the same message in a way that can connect with more audiences and, as a result, connect better to them.
Why Repurpose Content?
Increased Reach
By presenting your content in various formats, you can share it across multiple platforms and reach a significantly larger audience. For example, a blog post can be transformed into a series of social media posts, increasing its visibility and exposure.
Improved Efficiency
Creating new content from scratch can be time-consuming and resource-intensive. Repurposing existing content allows you to maximize your efforts and save valuable time and resources.
Increased Engagement
Different people consume information in different ways. Repurposing content allows you to adapt to various learning styles and preferences. For example, some people are very fond of reading, while others prefer to watch videos or listen to podcasts.
Boosted SEO
Creating and distributing more content across the web can improve your website's search engine optimization, yielding better rankings in search engines and increasing organic traffic.
Improved Brand Consistency
Repurposing content across various platforms helps to maintain a consistent brand voice and message, strengthening your brand identity.
Effective Content Repurposing Strategies
Repurposing content requires a strategic approach. Here are a few key strategies to consider:
From Blog Post to…
Social Media Posts
Pull out the key takeaways and create engaging social media posts. It might be through the creation of eye-catching quotes, short attention-grabbing video clips, or image carousels where the key points are presented visually. Convert data or key points from the blog post into an informative infographic. Visuals help to make complex information accessible and more shareable on Pinterest and Instagram.
Video
Create a concise video summary or presentation. Utilize screen recording software to walk viewers through the key points of the blog post, highlighting key takeaways and providing a more dynamic experience. Record a dedicated podcast episode where you delve deeper into the topic explored in the blog post, offering valuable insights and engaging in a more conversational format.
Slideshare Presentation
Make the blog post a visually engaging presentation. Use the power of visual storytelling on platforms like Slideshare and LinkedIn to share your key findings with a larger audience.
Email Newsletter
Write a summary of the blog post in your email newsletter and include a great call to action that asks your subscribers to read the full article on your website. Use the blog post as a basis for an email series. This will enable you to expand on specific points of the topic further in several emails while maintaining reader interest and developing leads.
From Webinar to…
Blog Post
Write a detailed blog post based on the summary of the main takeaways and insights gained from the webinar. Include a useful transcript of the Q&A session to provide supplemental context and answer any frequent questions.
Video Clips
Create short, engaging video clips of key presentations or insightful Q&A exchanges. Share these clips on YouTube and LinkedIn to increase the reach of your webinar content and attract new viewers.
Podcast Episode
Edit the webinar recording into a high-quality podcast episode. This allows you to repurpose the audio content for a different audience and make it easily accessible on popular podcast platforms.
White Paper or E-book
Elaborate on the key themes and insights that were discussed during the webinar. Develop a more detailed analysis in the form of a comprehensive white paper or an engaging e-book.
From Infographic to…
Blog Post
Write a detailed blog post that expands on the data and insights presented in the infographic. This provides additional context and valuable information to complement the visual representation.
Social Media Posts
Share individual data points or key takeaways from the infographic as separate social media posts. This allows you to highlight specific findings and increase engagement.
Presentation
Incorporate the infographic into a presentation for a webinar, internal meeting, or other relevant event. This can enhance the visual appeal of your presentation and effectively communicate key information.
Email Newsletter
Include the infographic in your email newsletter to visually engage subscribers and enhance the overall presentation of your email content.
By implementing these strategies, you can effectively repurpose your existing content, maximize your reach, and achieve a greater return on your content marketing investment.
Tips for Successful Content Repurposing
1. Know Your Audience
Understanding your target audience is paramount for effective content repurposing. Where do they spend most of their time online? Which social media platforms do they frequent? What types of content do they engage with most, such as videos, articles, images, or infographics?
By carefully considering these factors, you can tailor your repurposing efforts to align with your audience's preferences and ensure your content reaches the right eye. For example, if your audience primarily engages with short-form video content on platforms like TikTok and Instagram Reels, prioritize repurposing your blog posts into engaging video clips.
2. Focus on Quality
Ensuring quality standards across all your repurposed content is important. Even if you are reusing an old piece of material, ensure that it still conveys professionalism, accuracy, and engagement like when it was first published. Do not repeat the same thing over and over again. Instead, add value to it by presenting it differently.
For example, when using a blog post as a video, include high-quality visuals, professional audio, and engaging graphics that can appear on the screen in order to make the viewing experience richer.
3. Add Fresh Perspectives
To keep your repurposed content engaging, avoid simply recycling the same information. Inject fresh perspectives by incorporating new insights and data. Include recent research, industry trends, or new statistics to update the information and make it more relevant to your audience.
Illustrate key points with real-world examples and case studies that resonate with your target audience. Furthermore, presents the same information from a different angle or perspective. This may be a great trigger for new discussions and insights and will keep your audience interested and engaged.
4. Track Your Results
To ensure your repurposing efforts are effective, it's crucial to track their performance. Monitor key metrics such as social media engagement (likes, shares, comments, and views), website traffic from various sources to identify which repurposed content drives the most visitors, and conversion rates to track how many visitors convert into leads or customers after engaging with your repurposed content.
For video content, track metrics such as video views and watch time on YouTube and social media. Based on these metrics, you can determine which repurposing strategies are most effective and refine your approach.
5. Use a Content Calendar
Having your repurposing ahead of schedule maintains continuity and maximizes efficiency. A content calendar with an outline of which content pieces will be repurposed, in what formats, on which channels, and on which date for each published piece helps in this regard. Using a content calendar ensures all the repurposing done is well-placed, timely, and in congruence with your general marketing goals.
