Whenever you make new content for your website, you want to make sure you’re truly getting the most from it. Repurposing content is one way to squeeze out every drop of marketing value.
Repurposing refers to taking one type of content and re-imagining it as a different type. You might change the format, combine content in new ways, expand on it, or all three.
- A series of blog posts could be tied together into an email series or an ebook.
- Each chapter of the ebook could be broken down into a standalone presentation.
- Each section of the presentation could be rewritten into a podcast or video script.
- Each video, once completed, could be segmented off into several infographics.
Repurposing content lets you take advantage of the content cycle, the development of simpler content into more sophisticated forms to address buyers at different stages in the journey.
Ultimately, your content needs to answer burning questions and address objections at every phase in the three-stage buyer journey: Awareness, Consideration, and Decision. Repurposing content allows you to do so without having to reinvent the wheel every single time.
So, what are the benefits of repurposing content? These are just the biggest ones.
1. You Can Produce More Content Faster
Content marketing relies on a steady stream of new input. Your team needs to be agile to stay ahead of your audience’s evolving needs. Consistency is the key – but it’s by no means easy. Repurposing content is one of the best ways to accelerate the process without cutting quality.
No matter how much repurposing you do, your content strategy will rely on blog posts as its main building blocks. As you make repurposing a cornerstone of your work, though, you’ll master other workflows that will empower you to pump out terrific complementary content.
2. You Can Get More Leverage from Content
Ultimately, your content needs to be informative, helpful, and aligned with the needs of organic search. That means top to bottom search engine optimization based on real search keywords. Repurposing gives you a broader base of content that can pull in targeted traffic.
Repurposing content also usually means your pieces are found across a wider variety of online platforms: For example, most businesses use YouTube for video hosting. YouTube, in turn, is the world’s #2 search engine – so, having a presence there makes a difference.
As your repurposed content grows, your digital footprint will expand in a natural and sustainable way, allowing you to cultivate new sources of organic traffic. Pound for pound, every piece of content you put together will do more for you in the long run.
3. You Can Get More Traction on Social Media
Honestly, there’s nothing stopping you from sharing “old” posts on social media.
Shyness about “double dipping” and sharing content again is one of the most common hang-ups in social media marketing. In our opinion, though, re-sharing your greatest hits every once in a while makes sense: Your following is always growing, and not everyone has seen your work.
Still ... repurposing content means you have even more “never before seen” content to promote.
We all know that social signals are gradually gaining in value for search engine optimization. As you spin off new versions of existing content, it’ll naturally help you get into the right rhythm with your social media updates. That means more engagement, clicks, and social clout.
Ultimately, all of that translates into more sales.
4. You Can Reduce “Pressure to Produce”
More companies are shifting toward inbound digital marketing – and that’s great!
What small teams are finding, however, is that inbound content marketing calls on a whole new set of skills and processes. It takes a while to put these into place.
Ramping up content productivity can be a challenge at first, especially if you have only one or two people handling the majority of your content marketing.
Repurposing content lets you take your time with that learning curve: You can continue to get most of the benefits of inbound without having to pound out two or three completely new content pieces every week. This gives you more leeway to master the “art and science” of content.
Even as your processes mature, though, repurposing still helps the creative process.
When you’re repurposing content, you’re pouring more time and effort into an idea that has already been validated by your content team and, ideally, your audience. That helps you keep your production prioritized on the best concepts to come from your team.
We’ve all seen popular YouTube channels that sputter to a slow stop as interesting ideas run out. Repurposing protects you from having the same thing happen to your B2B marketing.
Repurposing content is fast, effective, and even fun, so add it to your content strategy today!