How to repurpose content without looking like a lazy nitwit
Repurposing content (sometimes called “re-contenting) is when you take a piece of content you’ve already created and change it to serve a different purpose.
This is not regurgitating the same information again and again. Repurposing is also not simply revamping content (which means you’ve simply updated it for the same purpose it was originally intended). Repurposing means you’re “repacking” a piece of content across many different media – using content in a new way, and adding something different to make it unique for the source, the medium and the reader.
Your content is made fresh and valuable. When you repurpose content, you should make it shareable. If your content seems purely promotional, people won’t share it.
If you’re only promoting content once, you’re cutting its life short.
When you repurpose a piece of content, you’re doing one or two things (or both): you’re changing the format of the content, and/or changing the target audience of the content. An example of changing the format would be turning a series of blog posts into an e-book or taking slides you created of key points from a webinar and turning them into an infographic. You could create a handful of different social posts with different messaging that all link to the same piece of content.
If I were to create headlines or tweets for this article, they might read:
- How to take the pain out of content creation without looking lazy
- Surefire ideas for repurposing your content
- Why repurposing content goes well beyond revamping
- The magic of repurposing content: don’t cut the life of your content short
- Great SEO firepower in two words: repurposing content
“Delivering your message in different ways, over time, not only increases
retention and impact, but it gives you the chance to describe
what you’re doing from several angles.”– Seth Godin
The magical benefits of repurposing
Creating a steady stream of content that reaches your audience and resonates with them is time-consuming (and costs) so a huge benefit – the biggest for my dollar – is the time repurposing content saves you in the creation process. You don’t have to create content day in and day out. You simply need to get the content you already have into the hands of more people.
There are three other primary advantages of repurposing content:
- You can reach more people with streams that are more relevant or digestible for them. Reading a blog article, for instance, will appeal to a lot of people but not everyone likes to read. So, communicating the ideas using other media makes them more accessible to people with different personalities, backgrounds, and learning styles.
- You can have more impact on readers. People are people and it takes more than one message to truly get into their heads and resonate. That means communicating core ideas more than once, and repurposing content lets you communicate ideas numerous times in different ways.
- You can rank higher in search results. SEO benefits are rampant for repurposed content. Creating a video or slideshow that links back to your original blog post means more incoming links to the post. When you focus on repurposed content that is shareable, you just might see it appearing on other blogs and websites, with links back to your site.
How do you decide what to repurpose?
- Anything that’s a core idea and is central to your message is prime content to repurpose
- Use of Evergreen content (content that doesn’t date) enables you to repurpose without it being dated.
- Check the analytics. If you’ve published a post that has high readership, it will likely do well again if you repurpose it.
Ideas for making recycled content fresh and valuable
Repurposing content can be as simple as breaking out the key stats of high-producing headlines and revamping lines for your Tweets, Facebook updates, and more. But one article can beget a whole slew of other pieces that search engines – and readers – can grab hold of (and hopefully share).
Here are some ways to repurpose one blog article:
- Create a video
- Use it for an email marketing campaign
- Host a webinar
- Create a podcast
- Create a quiz or survey that takes a deeper dive
- Turn the article into an eBook, whitepaper, or infographic
- Create a pdf version of the article and start a resources library online (or distribute it to your sales team as a resource)
I mentioned lazy nitwits in the headline for a reason. Repurposing content isn’t a lazy way to get something out of nothing, a quick fix, or cheating (I’ve heard them all). Repurposing content can make a good content marketing strategy great and we're masters at repurposing content.
If you’d like more tips or help with your content (repurposed or original) give us a call at 888.904.2168 and let’s talk.