Content repurposing refers to the process of taking an existing piece of content and modifying or adapting it for use in a different format or on a different platform.
The goal of content repurposing is to extend the lifespan and reach of your content by leveraging its existing value and adapting it to different audiences.
Here are a few examples of how content can be repurposed:
- Republishing blog posts as a PDF ebook or slide deck
- Creating an infographic from a blog post
- Turning a video into a podcast episode or written transcript
- Breaking down a long-form blog post into multiple shorter social media posts
- Creating a webinar from a series of blog posts
- Creating a podcast from a video
- Creating a video from a podcast
Content repurposing allows you to maximize the value of your existing content by reaching new audiences and getting more exposure for your brand.
It also allows you to update and improve your older content to make it more relevant to your current audience. Additionally, it can help with SEO, as it allows you to target different keywords and phrases.
It is important to keep in mind that while repurposing content can save time and resources, it is important to ensure that the repurposed content adds value to the audience, otherwise it can become repetitive and lose its effectiveness.
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What is Content Repurposing?
Content repurposing is a strategy that involves reworking existing content into new formats and channels. It helps to maximize the reach of content by creating multiple versions of the same message, tailored for different audiences. Content repurposing can be used to create podcasts, blogs, videos, infographics and more.
Content repurposing is an effective way to increase audience engagement and reach new people as it allows you to target different people with the same message in different ways.
For example, you can create a blog post about a topic and then turn it into an infographic or video for social media platforms. This will help you reach more people and increase your chances of getting seen.
Here are some examples of content repurposing:
Turning a blog post into a video: You can take a blog post and turn it into a video by creating a slideshow or animation that highlights the main points of the post. This video can then be shared on social media platforms like YouTube or Instagram.
Republishing an old blog post: You can republish an old blog post on your website or on a different platform. By updating the content and adding new insights, you can make the post more relevant to current trends and reach a new audience.
Creating a podcast episode: You can turn a blog post or article into a podcast episode by discussing the main points and providing additional insights. This can be a great way to reach people who prefer to consume content through audio channels.
Turning a webinar into an ebook: If you’ve hosted a webinar, you can repurpose the content into an ebook that can be downloaded and shared. This can be a great way to generate leads and provide value to your audience.
Creating social media posts: You can take snippets from a blog post, webinar, or video and turn them into social media posts. This can help you promote your content and reach a wider audience on social media platforms.
Overall, content repurposing allows you to maximize the value of your existing content and reach new audiences across different channels and formats.
Benefits of Content Repurposing
Here are the top ten benefits of content repurposing:
Increased reach: By repurposing content for different platforms and audiences, you can reach a wider audience and increase the visibility of your brand. For example, turning a blog post into a video can help you reach people who prefer to consume content through visual channels like YouTube or TikTok.
Improved engagement: Repurposing content can help you engage with your audience in new and different ways. For example, turning a long-form blog post into a series of social media posts can make it easier for people to consume and share your content.
Greater efficiency: Repurposing content can save you time and resources since you don’t have to create new content from scratch. For example, republishing an old blog post with updated information can be faster than writing a completely new post.
Improved SEO: Repurposing content can help you improve your search engine rankings since you can target different keywords and phrases. For example, creating a podcast episode based on a blog post can help you rank for audio-related keywords.
Increased authority: Repurposing content can help you establish yourself as an authority in your field by providing valuable information in different formats. For example, creating an ebook based on a series of blog posts can help you position yourself as a thought leader.
Improved branding: Repurposing content can help you reinforce your brand identity by providing consistent messaging across different channels. For example, using the same graphics and colors in a video and a blog post can help people recognize your brand.
Cost-effective: Repurposing content can be a cost-effective way to create new content since you don’t have to invest in new production or creation costs. For example, using a webinar recording to create a series of blog posts can be more cost-effective than producing new video content.
Increased lead generation: Repurposing content can help you generate more leads by providing valuable information in different formats. For example, creating an ebook based on a webinar can help you capture email addresses and other contact information.
Improved content quality: Repurposing content can help you improve the quality of your content by adapting it to different formats and audiences. For example, turning a series of blog posts into a comprehensive guide can make the content more valuable and accessible.
Longevity: Repurposing content can extend the lifespan of your content by making it available in different formats and on different platforms. For example, republishing an old blog post on a different platform can help you reach a new audience and give your content a second life.
Effective Ways To Repurpose Content
Here are ten effective ways to repurpose your blog content:
Turn blog posts into videos: Use tools like Lumen5, Animoto, or Biteable to create short videos that summarize the main points of your blog posts. You can then share these videos on social media platforms like YouTube, Facebook, or Instagram.
Republish old blog posts: Update old blog posts with new information or insights and republish them on your website or on third-party platforms like Medium or LinkedIn.
Turn blog posts into podcasts: Use tools like Anchor, Buzzsprout, or Zencastr to create podcasts based on your blog posts. This can help you reach people who prefer to consume content through audio channels.
Create infographics: Use tools like Canva or Piktochart to turn your blog posts into visually appealing infographics that can be shared on social media platforms or embedded in other content.
Create social media posts: Use snippets from your blog posts to create social media posts that can be shared on different platforms. This can help you promote your content and reach a wider audience.
Create ebooks or guides: Compile several related blog posts into an ebook or guide that can be downloaded and shared. This can help you generate leads and establish yourself as an authority in your field.
Create email newsletters: Use your blog content as the basis for your email newsletter. You can send out weekly or monthly newsletters that summarize your latest blog posts and provide additional insights or information.
Turn blog posts into webinars: Use your blog content as the basis for a webinar or online presentation. This can help you engage with your audience in a more interactive way and provide additional value.
Create slideshows or presentations: Use tools like Google Slides or PowerPoint to turn your blog posts into visually appealing slideshows or presentations that can be shared on different platforms.
Create case studies or whitepapers: Use your blog content as the basis for case studies or whitepapers that explore specific topics in more depth. This can help you establish yourself as an expert in your field and generate leads.
Selection of Content for Repurposing
The content that you should repurpose for best results depends on several factors, including your audience, goals, and the type of content that you have already created.
However, here are a few types of content that tend to work well for repurposing:
Evergreen content: This is content that remains relevant over time, regardless of current events or trends. Evergreen content can be repurposed in a variety of ways and can continue to drive traffic and engagement long after it was first published.
Long-form content: Long-form content like in-depth guides, whitepapers, or case studies can be repurposed into multiple shorter pieces of content like blog posts, social media posts, or infographics.
Visual content: Visual content like videos, images, or infographics can be repurposed into different formats, such as blog posts, social media posts, or presentations.
Popular content: Content that has performed well in the past, such as blog posts that received high engagement or social media posts that went viral, can be repurposed to reach a new audience or to provide additional value to your existing audience.
Educational content: Content that provides value in terms of education or problem-solving tends to perform well when repurposed. This can include how-to guides, tutorials, or case studies.
Ultimately, the best content to repurpose is content that is evergreen, valuable to your audience, and lends itself to multiple formats and platforms. By repurposing this type of content, you can reach a wider audience, improve engagement, and generate more leads and sales for your business.
Tips for Video Content Repurposing
Video content repurposing can be a great way to extend the life of your existing video content and reach a wider audience. Here are some tips for repurposing your video content:
Create shorter clips: Break your longer videos into shorter clips that can be shared on social media platforms like Instagram, Twitter, and Facebook. This allows you to reach new audiences who may not have seen your longer video.
Transcribe your video: Turn your video into a written transcript, which can be used for blog posts, articles, and social media captions. This helps with SEO, making your content more discoverable.
Create a podcast: Convert your video into an audio podcast that can be distributed on platforms like Apple Podcasts, Spotify, and Google Podcasts. This allows you to reach audiences who prefer to consume content in an audio-only format.
Make a webinar: Use your video content as the basis for a live or pre-recorded webinar. This allows you to interact with your audience in real-time and provide additional value.
Develop an e-book: Use your video content as a basis for an e-book. This allows you to provide a more in-depth exploration of your topic, with the added benefit of multimedia content.
Make a course: Use your video content as the basis for an online course. This allows you to provide a more structured learning experience for your audience, with the added benefit of multimedia content.
Repurpose into other languages: Translate your video content into other languages to reach new audiences around the world.
By repurposing your video content, you can extend the life of your content, reach new audiences, and provide value in a variety of different formats.
Applying Content Repurposing Strategy on Social Media
Social media is a great platform for repurposing content, as it allows you to reach a wider audience and engage with your followers in new and creative ways. Here are some tips for applying a content repurposing strategy on social media:
Repurpose video content into shorter clips: As mentioned earlier, breaking up longer videos into shorter clips is a great way to reach new audiences on social media. For example, you can take a 5-minute video and create a series of 30-second clips that can be shared on Instagram, Twitter, and other social media platforms.
Turn blog posts into social media posts: If you have a blog, you can repurpose your content into social media posts by pulling out quotes, statistics, or other interesting tidbits. You can also create graphics or images to accompany your posts, making them more visually appealing.
Use user-generated content: Repurposing user-generated content is a great way to engage with your audience and showcase your brand. For example, you can share customer reviews or testimonials on social media, or repost content that your followers have created using your products or services.
Repurpose live videos into IGTV videos: If you’ve done a live video on Instagram or Facebook, you can repurpose it into an IGTV video that can be watched later. This allows you to reach new audiences who may have missed your live video.
Turn infographics into social media posts: Infographics are a great way to share information in a visually appealing way. You can repurpose your existing infographics into social media posts by cropping them to fit the platform and adding a catchy caption.
Create social media-exclusive content: You can also create content specifically for social media. For example, you can create short videos or images that are designed to be shared on Instagram or Twitter.
Repurpose old posts: Finally, don’t forget to repurpose your old posts! You can share old blog posts, videos, or images on social media, or update them with new information and share them again. This allows you to get more mileage out of your existing content.
15X Content Repurposing Process
Repurposing content is an excellent way to get more mileage out of your existing content and reach a wider audience. Here are ten solid tips with practical examples and strategies for 15Xing your repurposing process:
Repurpose across multiple channels: Instead of just repurposing your content for one platform, try to repurpose it across multiple channels. For example, you can repurpose a blog post into a video, a podcast episode, and social media posts.
Use automation tools: Automation tools like Zapier and IFTTT can help you automate the repurposing process. For example, you can set up a Zap that automatically shares your new blog post on social media.
Create evergreen content: Evergreen content is content that remains relevant and valuable over time. By creating evergreen content, you can repurpose it again and again, knowing that it will still be valuable to your audience. For example, a how-to guide on a certain topic can be repurposed into social media posts, infographics, and videos.
Repurpose popular content: Identify your most popular content and repurpose it in new ways. For example, if a certain blog post has gotten a lot of traffic, you can turn it into a video or an infographic to reach new audiences.
Use different formats: Repurpose your content into different formats to appeal to different learning styles. For example, you can turn a written blog post into a video or an audio podcast.
Repurpose old content: Don’t forget about your old content! You can repurpose old blog posts, videos, or social media posts by updating them with new information or repackaging them in a new format.
Leverage user-generated content: Repurpose user-generated content (UGC) like customer reviews, testimonials, or social media posts. For example, you can turn customer reviews into social media posts or testimonials into videos.
Create pillar content: Pillar content is comprehensive content that covers a broad topic in depth. By creating pillar content, you can repurpose it into smaller pieces of content like blog posts, videos, and social media posts. For example, a comprehensive guide to digital marketing can be repurposed into social media posts about specific tactics or techniques.
Focus on your audience’s needs: When repurposing content, focus on your audience’s needs and interests. For example, if your audience is interested in social media marketing, you can repurpose your content into videos and blog posts specifically focused on social media marketing.
Collaborate with others: Collaborate with others to create new content and repurpose it. For example, you can create a webinar with a partner and repurpose it into a podcast episode or a series of blog posts.
By following these ten tips, you can 15X your repurposing process and reach a wider audience with your existing content.
Final Words
Content repurposing refers to the process of taking existing content and transforming it into new formats or using it in new ways to reach a wider audience or achieve different goals.
Here are some key points to understand about content repurposing:
Repurposing saves time and resources: Instead of starting from scratch with new content, repurposing allows you to reuse existing content in new ways, saving time and resources.
Repurposing can improve SEO: Repurposing content can improve your website’s SEO by creating multiple pieces of content on the same topic, allowing you to target multiple keywords and phrases.
Repurposing expands your reach: By repurposing content into new formats or using it in new ways, you can reach a wider audience and engage with your existing audience in new and creative ways.
Repurposing requires strategy: To be successful with content repurposing, you need to have a clear strategy in place. This includes identifying which content to repurpose, which formats to use, and which channels to share it on.
Repurposing requires customization: Different formats and channels require different types of content. When repurposing content, it’s important to customize it to fit the format and platform you’re using.
Tips for content repurposing include:
Break up longer content into smaller pieces: Longer content like videos or webinars can be repurposed into shorter clips or smaller pieces of content, making it more shareable on social media or other channels.
Turn blog posts into social media posts: You can repurpose blog posts into social media posts by pulling out interesting quotes, statistics, or other snippets of information.
Use user-generated content: User-generated content like customer reviews or social media posts can be repurposed into social media posts or used as testimonials on your website.
Repurpose old content: Don’t forget about your old content! You can repurpose old blog posts or videos by updating them with new information or turning them into new formats.
Repurpose across multiple channels: Repurpose your content across multiple channels to reach a wider audience and engage with your existing audience in new ways.
By understanding these key points and following these tips, you can effectively repurpose your content and achieve your marketing goals.
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