When it comes to our business’ published content, we all have our favorite pieces. But are your older articles still getting the traction they once did? Whether the answer is yes or no, repurposing content is a great way to make the most of your content marketing efforts.
Why you should be repurposing content
The main idea behind this strategy is to take the content you’ve already created, put a new spin on it, and then put it into use in new ways. If you already have great, evergreen pieces that are just as relevant today as they were two years ago — then you, my friend, are in possession of content repurposing gold. Some reasons to repurpose your content include:
- Attracting new audiences: Publishing on different channels will help you reach a broader audience.
- Save time and resources: Get as much value from every piece of content you develop.
- Reinforce your message: Buyers need to hear your message approximately seven times before they close the deal. Enough said.
- Improve SEO: Repurposing optimized content in various formats can give you a boost in organic visibility and traffic.
- Be seen as an expert: Publishing quality content on one topic across several platforms can help establish your business as a thought leader in your industry.
7 ways to repurpose quality content
Content worth repurposing should be evergreen – timeless to ensure relevance – and high quality to increase your chances of ranking and driving traffic. Head to your archives and website analytics to find content that may benefit from being repurposed. Then choose from these content formats and start pushing out more valuable content:
1. Social media posts
Pull quotes or key stats from blog articles can be used as standalone social posts. Just one article could provide material for numerous posts.
2. Turn blog content into video
It’s no secret that video has overtaken other types of online content when it comes to performance in content marketing. There’s no need for a big-budget creation, though: you can quickly create a short how-to video in a slide carousel format using a tool like Canva.
3. Develop an infographic
Infographics require a good amount research before you can publish them. By repurposing content, all the information you need is already there – all you need to do is condense it and make it visual. Check out an infographic we created from one of our blog articles here.
4. Create a presentation
If you have a well-written white paper or hard-hitting industry report, consider turning this informative document into an easily digestible slide show presentation for potential clients. Because, let’s be honest, even professionals don’t like pouring over dense text.
5. Write a follow-up blog
If you have more detailed information to share on a subject you’ve already written about, why not create a “part 2” based on the information in part 1? Start by looking at your most-visited blogs — this way, you’ll already know that people are interested and searching for the topic.
6. Create an email nurture sequence
Break up an email or article into shorter bits and send them out to your subscribers over a period of time. For example, let’s say you have an ebook on self-care. The first email could be titled “Finding time for self-care.” From there, each subsequent email will offer an additional tip related to self-care. Email sequences are effective for nurturing prospects by demonstrating your expertise and thought leadership.
Repurposing content can also have the benefit of building industry relationships. Reach out to peers in your space and offer to contribute a guest article on the topic. Cultivating these relationships brings more exposure as your colleagues share the content with their own audiences. This type of collaboration could lead to natural opportunities for strategic partnership down the line.
Repurpose content and maximize results
By repurposing content as a complement to the new pieces you develop, your business can maximize your content investments while helping nurture leads into customers.
Does your content need some refreshing? We’d love to help. Contact us today to find out more about how we can make the most of your best pieces and help maximize your content marketing efforts.