Digital Insight for Business Marketing

The Art Of Repurposing Content

Posted by Nicholas Dimitriadis on Feb 17, 2017 9:00:00 AM

As every business owner knows, the best way to stay ahead of the competition is to create high quality, in-depth content and use it effectively in your online marketing. While this is achievable, you will have to invest copious amounts of time brainstorming, researching, and creating posts appropriately targeted to your audience, offering them valuable information and generating a constant thirst for more. Wow, that is a mouthful!

repurposing content

In a utopian reality, content marketing is continuous and comes naturally. Unfortunately, this is not the case. We have all been in a situation where we feel it’s impossible to offer our audience something new. However, this shouldn’t be a stressful situation. This should simply trigger the idea to consider the repurposing content.

The Benefits of Repurposing Content

Initially, you may think that this is just a “lazy” alternative that may even yield negative effects (like your readers getting bored with something they have already seen). In actuality however, repurposing content has a plethora of benefits.

Consider the following:

  • It can enhance your SEO: more content often yields higher chances of backlinks and increased traffic.
  • It may contribute to broadening your social reach: by altering the format of your initial piece of content and posting it on your social pages you are increasing the chances of audience sharing what you created.
  • This may help with establishing authority within your industry: multiple content formats in multiple locations around a consistent topic will undoubtedly help promote your authority on that topic.

3 Tactics to Help You Determine Which Content to Repurpose

Hopefully what was mentioned was enough to change your mind and spike your interest. Perhaps you're wondering how you would start the process. Let’s review some tactics to help you determine which content to repurpose.

Tactic #1 - Take a moment to look at your analytics and determine which posts are “evergreen.” This is the safest type of content to repurpose as it will always remain relevant for your audience.

Tactic #2 - Review your content and identify those that are your most popular posts (you’re your highest engagement). These are also a good alternative due to the fact that they were well received by your readers initially and should be well received a second time around.

Tactic #3 – Here you may want to dig a little deeper. Find outdated posts or content that you can expand upon by giving more updated and relevant information.

The 5 Most Popular Repurposing Tactics

Having understood all the above and identified potential posts for repurposing, let’s dig deeper into tactics. While there is a vast variety of available tactics to choose from, we decided to compile five popular methods to help you start your journey.

1. Infographic

Infographics are one of the most effective forms of repurposing as they get shared roughly three times higher than any other type of content.

repurposing contentBenefits:

  • Conveys a large or complex image fairly easily
  • Easier to communicate information and have it retained by your audience
  • Can be deployed across additional sites to generate more earned media traffic
  • Easily sharable on social networks
  • Using an embed code, can allow others to post your infographic on their site and potentially drive backlinks to you

A well designed infographic is more likely to be clicked-on and shared by viewers, and thusly more likely to start driving traffic to your site. Speaking of aesthetics, always include your logo, and use consistent colors, shapes, and imagery. This may sound simple but it can go a long way in terms of brand awareness.

Here is a free tool to get you started: Canva

2. Slideshow

Slideshows are an ideal format to use if your audience seems to feel overwhelmed by lengthy detailed blog posts, as they can convey a large amount of information in an organized and easy to consume, manner.

Benefits:

  • Users can easily skip to the slide of interest
  • Enables the segmented communication of content
  • Easily sharable on social networks
  • Can be turned into a downloadable offer

Remember, you are not just making a presentation, keep marketing tactics in mind; be SEO conscious, insert links, and if appropriate add a CTA towards the end.

Once completed, in addition to your social profiles, consider uploading your slideshow onto SlideShare. It's one of the most popular destinations for slideshows and will help increase visibility.

Here are some tools you may find useful: MS PowerPoint, SlideShare, Prezi.

3. E-Book

Gather related content and repurpose it in the form of an easy to read ebook. A successful e-book is not just a compilation of related blog posts. You are creating a story which weaves together these posts. Take the time to go back and revisit the content you will be including, perform additional research and try to add supplementary information.

repurposing contentAlso invest some time in creating an appealing cover page, a table of contents, page numbers, headers and footers, and try to include relevant and appealing images. In essence you want to make your audience feel that your e-book will offer them long term value and is worth the additional investment.

Benefits:

  • Due to their “evergreen” value, e-books offer you greater flexibility regarding the method of availability.
  • Can be offered as a subscription reward, thusly increasing your subscriber base, or as a giveaway asking only consumer information in return.
  • E-books can be utilized as an additional revenue stream, but remember, in order to do this your offering must be of substantial quality and value.

Here are some free tools you can use to create such content: MS Office (Word and Power Point), Google Docs, or you could always save as a PDF.

4. Podcasts and Videos

Can the written word be converted into video? The answer is yes, and in many different formats: from explainer videos, to training videos, to “news brief” type videos, and even simple podcasts.

Benefits:

  • Opens up your content to an audience that may not be exposed to your content
  • Provides new avenues to deploy your content and connect with your audience
  • Assuming they are short, can be consumed on-the-go by your audience
  • Adds another layer of SEO to critical keywords and your ability to increase your SERP
  • Can be used for lead gen

It should be noted however, that videos are far more time consuming than any other repurposing method mentioned on this list, and have a fairly steep learning curve for those with less experience.

In the case of podcasts, blog posts could serve as a base. Avoid just reading the content haphazardly only for the sake of recording it. Use your original post as a guideline, and develop various topics related to the contents of the article. Be more fluid, speak as you would if you had your audience in front of you, and give your content a friendly and approachable character.

Whichever the case, remember audio quality matters more that video quality, so make sure to purchase a decent microphone before beginning to create a podcast or videos.

Here are some free tools to help create your content: Audacity, MS Movie Maker, EasyVideoMaker, Kizoa (trial),

5. Email List

Throughout this list we have either been taking smaller pieces of content and building upon them or we have been compiling related posts to create something bigger and more in-depth. Now it’s time to do the opposite. Certain content pieces such as large detailed articles or e-books mentioned above can be perfectly divided into sub-posts (each consisting of one subsection). These “bite-sized” pieces of content are perfect for creating an email series that can be distributed either daily or weekly to your audience.

repurposing contentBenefits:

  • Provides another way to keep in front of your audience
  • Offers a way to educate based on what you’ve already created
  • Can be used to nurture your audience

Once the content calendar for the email series has been formulated it can be used to increase existing reader attention and engagement, or it could even be utilized as a method to increase your subscriber base and ultimately find potential new leads.

Here is a free tool to help you get started: MailChimp

Summary

As content marketers, there are tips and techniques to leverage to increase our effective communication with our audience. Content repurposing is an excellent tactic to have in our tool kit.

How to determine what to select to repurpose?

  • Select evergreen content, high performing content and content that could potentially benefit from having something expanded upon

What are some of the most popular forms to repurpose content?

  • Infographic
  • Slideshow
  • E-book
  • Video/Podcast
  • Email

Potential Benefits

  • Using one piece of content multiple times
  • Driving more awareness, visibility and leads
  • Engaging with your audience on different levels leading to establishing thought leadership

We hope this article helped you gain a better understanding of the importance and tactics of content repurposing, and we look forward to hearing how you repurpose your content. Feel free to comment here or on Twitter and Facebook.


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