When it comes to content creation, sometimes you run out of ideas or you're just getting stuck trying to figure out what to do next.
But, did you know, some of your best work is what's already published?
If your business has a solid content marketing strategy in place, then you're constantly pumping out new content on a daily basis. We get it – we've been there!
Sometimes, it can help to take a look back at some of your old content and find ways to bring it back to life and provide new value to your audience. This is where content repurposing comes into play.
What Is Content Repurposing?
To put it simply, content repurposing is a method of turning your existing content assets into brand new content assets by editing and changing the format.
Repurposing content is a great way to extend the mileage of your content and continue to share valuable resources with your audience in different ways. It creates new forms of work for your brand to distribute and share, from blogs and videos to podcasts and social posts.
Why You Should Repurpose Content
You Can Revitalize Old Content in a New Way.
Remember that blog post you wrote four years ago, or that video you created two years ago?
What's a better way to breathe new life into it than taking your old content and revamping it in a completely different way? You can bring your dusty archives back from the dead however you choose (but, we'll give you some easy examples in just a second!).
You Can Reach New Audiences.
As you continue to repurpose your content and publish it on your site or on other channels, you have the ability to reach new people with your new content.
While one format might not have reached them or appealed to them, your new one just might. When you distribute variations of your content in different places, you're increasing the chances of at least one new person seeing it and – hopefully – liking it.
You Can Increase Your Organic Search Traffic.
When you repurpose older content in different ways, you are giving your company more opportunities to increase organic traffic to your site. It puts more variety out into the world, yet it always leads back to your company – and that can’t be a bad thing.
8 Easy Ways to Repurpose Content
When it comes to repurposing content, there are many approaches you can take – honestly, more than we can even say! There are endless ways to edit and change your content to make it "new" again.
But, to keep things simple and to help get you rocking and rolling with your own content repurposing strategy, here are eight of the easiest ways you can start repurposing your content today.
1. Turn a Group of Blog Posts Into a Guide (or Vice Versa)
This is one of the most common ways to repurpose published content on your website into more published content.
If you have a lot of related posts on one core topic, you can easily combine the main points from each article and turn it into a long-form guide or series for your audience. That way, they have all the information they need in one compiled place.
You can also reverse this repurposing and take a guide you have published on your page and break it up into smaller, more targeted pieces. We’ve done this in the past, and it’s helped us generate tons of new blog ideas.
2. Turn a "How To" Into a Video Tutorial
How-to content is a great way to educate your readers with step-by-step instructions or tips.
But an even better way to show them how to do something is to film yourself doing it! Set up a tripod and camera and transform some of your how-to articles into video tutorials or a video series to publish on your site and on YouTube.
If it's an instructional video that requires a view of a computer screen, you can pop open QuickTime Player (on a Mac), screen record your steps (File > New Screen Recording), and complete it with a quick voiceover or text overlay. It's as simple as that!
3. Write a Case Study From a Success Story
Did one of your clients accomplish something fantastic? Did you just get a raving testimonial?
Turn these successes into written proof of your business’s top notch products or services. Write up a case study, and publish it to your website for all to see. It’s a subtle self-promo that can yield amazing results.
4. Create Infographics From Statistical Posts
There’s no better way to show how successful or necessary something is than attaching statistical evidence to it.
And, while you might curate content using a bunch of statistics, you can easily turn those stats into a well designed, creative infographic to use across numerous platforms.
Visual content is 40X more likely to be shared on social media than any other type of content, so you could potentially rack up those shares if you post your infographics to your social platforms!
5. Record a Podcast Series
So, not everyone enjoys reading. Some prefer visual learning and others prefer audio learning.
A great way to get in front of those non-readers is to take valuable information from your blog content and guides and record a podcast series discussing the topic in more depth. Grab an employee or two, sit down with a cup of coffee, and start chatting like the thought leaders you are meant to be.
6. Send Out a Best Of Newsletter For the Month
Round up some of your top performing content from the month and blast out a newsletter to your subscribers, customers, and followers!
You can provide a quick recap about each piece to provide a little context and value to your readers. Plus, it can entice them to read the full article!
7. Re-post a Blog to a Different Platform (But Switch It Up)
If you want to expand your reach beyond just your website or social channels, consider posting variations of your top performing content on different platforms like Medium.
When you do this, however, you should try to edit your copy at least a little, keeping the main ideas but not completely duplicating the piece. The copy-and-paste method, while it can be ok in small doses, could potentially risk ruining your SEO efforts with duplicate content.
8. Use Snippets and Stats For Social Posts
Pull out some of your favorite blurbs from your published content to spark new conversations with your audience on social. You can tweet out fun facts or strong statistics – plus, if you turn your statistics into individual images, it'll probably get more shares (just like your infographics)!
Over time, repurposing your content will feel like a habit to you. It'll open up doors to new people, help you create more and more assets for your brand, and give you more opportunity to educate your audience.