We all know how important it is to recycle paper and plastic, but what about recycling content?
At first, this might sound a bit like cheating, but recycling (or “repurposing”) information is the secret weapon of successful content creators.
In fact, if you aren’t repurposing your content yet, you’re failing to extract its full potential.
Have you ever wondered how companies have the time and inspiration to produce a wealth of engaging material while handling their many other responsibilities?
Well, this is how. Content repurposing is undoubtedly occurring behind the scenes.
Read on to learn more about this efficient and effective marketing strategy. You might find that it revolutionizes your approach to content creation forever.
What is Content Repurposing?
When you repurpose, you essentially recycle your preexisting content. This is achieved by transforming and translating it into a new format.
Rather than starting from a blank slate, with content repurposing, you can mine resources you’ve made in the past, extracting maximum value from any content you create.
Information can be communicated through many mediums: podcasts, videos, infographics, blogs, and social media posts. Sharing it in multiple formats extends its reach.
Parts of your audience may not be willing to commit to reading a whole blog post, for example. Last year Riverside reported that only 55% of the population had ever listened to a podcast.
Sharing an infographic on social media that conveys the same message from that blog article or podcast means these people won’t miss out.
If you’ve ever looked at an empty content calendar in panic, wondering how on earth you’re going to fill it, then you should definitely consider content repurposing.
You’ll be amazed by how much material you already possess!
Examples of Content Repurposing
- Use data to craft case studies
You undoubtedly gather data regarding your work with clients. Why not take a second look at this data and see if you can expand on it to create a case study?
Case studies can be compelling for future clients. They give specific examples of how your service operates and the results you can achieve on their behalf.
Scribbr has written this comprehensive guide to writing case studies that you may find useful.
If your previous clients are willing to provide a testimonial, this will make your case study even more convincing. - Write a blog based on a video or podcast
Creating videos and podcasts requires significant time and resources. If you’ve already made that investment, make sure you make the most of the results.
Audiovisual content like this can be easily converted into blog posts. Depending on the complexity of the topic, you may even be able to create several blog posts from a single video or podcast. - Use internal materials to create an eBook or an online course
Your business has undoubtedly accumulated a wealth of expertise. This knowledge could be compiled into a useful eBook or online course.
For example, if you have training materials, you could repurpose this into a guide for external use.
You might give your book away in exchange for connecting with new audiences. As explained by PrintMaverick, “People will give you their contact details willingly when you give something valuable in return.”
Alternatively, you could charge for your eBook. In this scenario, you’re not only repurposing content. You’re also monetizing it! This could become another income stream for your agency, which is never a bad thing.
- Take testimonials and turn them into social media posts
Rather than focusing exclusively on pay-per-click advertising, why not use your social media platforms to promote your services?
It’s free to do so, and as it’s more organic, it can be more impactful on potential clients than a traditional ad.
According to LinkedIn, “an organic marketing strategy brings in customers naturally to your business over time; it is the long-term game of content marketing.”
Testimonials from your clients can be easily turned into great online content. Use them to highlight the most attractive features of your business in an engaging narrative style. - Refresh and reshare old blog posts
Don’t let a backlog of blogs fester! The business landscape changes so quickly, they’re bound to become outdated quicker than you’d expect.
You can avoid creating content from scratch by simply refreshing their information and sharing them again.
Before you sit down to write your next blog, give your old ones a look over. An extra paragraph or two may be all that’s necessary to bring them right up to date.
Content Strategist Jennifer Bourn also suggests using simple “content upgrades” like checklists and tip sheets as add-ons to refresh old blog posts.
Advantages of Content Repurposing
Once you realize the many advantages of content repurposing, you’ll understand why so many companies swear by it!
As Senior-Level Business Coach, Chris Lema says, “You’re doing the tough work already by pressing publish. Now it’s time to benefit from the hard work.”
- Saves time and effort
If content marketing demands are draining you, content repurposing can be a revelation. You’ll find this responsibility far easier to manage when you’re no longer expected to come up with and explore a constant flow of new ideas.
Less effort doesn’t have to mean less impact! - Increases and diversifies content
Why do companies create content? To build and enhance their reputation. Staying relevant requires providing quality content regularly.
Thanks to content repurposing, you can share more content across a range of different mediums. - Unlocks the ability to reach new audiences
People have their own preferences when it comes to how they consume content. The same person that listens to your podcast may never check out your blog, for example.
By exploiting the same topics across multiple mediums, you maximize how many people receive the message. - A second chance to expand or improve
We’ve all experienced the crushing disappointment that follows a piece of content underperforming. Maybe you missed the mark the first time, but content repurposing gives you a second chance to make your point.
On the other hand, if certain content has received a particularly rapturous reception, you can extend this reaction by repurposing it. - Puts off potential writer’s block
You can avoid the panic that a blank screen often provokes by instead making the most of all the content you’ve already created.
If you feel like you’ve covered all the most crucial topics in your industry, this allows you to keep up output without compromising the relevance of your message.
Top Tips for Repurposing Content
Make graphics to share based on data and quotes. This can be done relatively quickly, and you can use the image repeatedly, such as when you’re linking to blog posts or podcasts on similar topics.
Turn written content into short videos. A 30-second video summarizing the content of a blog or report can be enough to engage new audiences, and it doesn’t take too long to produce.
Make a content repurposing schedule. You might choose to check in with your old content monthly or bimonthly, scanning for new angles on old topics.
PBMedia suggests the following approach:
“Start by making a big list of every successful piece of content that’s worked in the past 12 months. Pop the list on a spreadsheet with the date when you first published it in the next column. In the column to the right of that make a note of how you’re going to recycle it. Then on have a column for when you’re going to publish again.”
Topics might take on new relevance at certain times, so it’s good to have an overview of what you’ve already covered. If one of your specialist subjects is in the news, connect your content to the headlines and share it again.
Repurpose more than once. Ok, you’ve turned a blog into a social media post. Could you create another post from the same blog, though? What about making a video?
Could you discuss this topic on a podcast or even update the blog with new information before it’s reshared?
Repurposing should be considered an ongoing process rather than a one-off event.
How Outsourcing Can Help You Repurpose Content
Content repurposing certainly eases the burden of content marketing on a digital agency. However, outsourcing is an option if you’d rather delegate this work.
For example, you might enlist the services of a GoWP copywriter to turn your blogs into a packed social media calendar.
Or you could use a GoWP graphic designer to convert your podcasts into appealing infographics.
Get in touch with the team at GoWP if you’d like support in saving time and maximizing impact by repurposing your content.
