Do you find yourself struggling to develop fresh content ideas? According to recent data, searches for “content repurposing” have seen a staggering increase of 93% over the past five years. This indicates that more businesses are recognizing the value of repurposing content to maximize its impact.
What is Content Repurposing?
Content repurposing (also called “content recycling”) involves taking a piece of content that you have already created and transforming it into something new and valuable. This could be as simple as turning a blog post into a social media post, infographic, webinar or podcast.
Visuals such as infographics have the potential to grow readership by 80%. This explains why 67% of B2B marketers invest in creating infographics.
Not only does this approach save you time and effort, it also helps you reach new audiences and reinforce your key messages. Repurposing allows you to tailor your content to different channels and formats, making it more appealing and accessible to your target audience. You can also update and improve the original content based on feedback and insights.
Why Repurpose Content?
It’s simple. Repurposing content can save you time on content creation, extend the life and reach of a piece of content beyond single-channel use, maximizing the benefits and reach of high-performing content. It can help you maintain publishing frequency and grow your online presence, both of which help boost your SEO.
“You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.” — Derek Halpern, Founder – Social Triggers
What to Repurpose
Evergreen content: This is search-optimized content that you already own, that is continually relevant and will remain so over a long period of time. Revisit these gems, update as needed and breathe new life into them to redistribute through new channels.
“Ask yourself: ‘What’s still earning visits, even though it’s buried? Why are people still interested in this topic?” — Felicia Crawford, Content Marketing Manager – Moz
Thought leadership and research: Larger and data-rich pieces of content are ripe for repurposing and can be sliced up into smaller content like infographics, e-books, blog posts, podcasts and social posts. Use the main piece of content as a segue to a follow-up piece like a mid-year update or guide for best practices.
Blog posts: To get the most mileage out of a blog post consider creating a video or podcast (which can be embedded into the blog post), fleshing out an emails series, developing an e-book, extracting impactful quotes to create social images, or repurposing your blog for a newsletter.
“[Invest in a little] design work and a few clever captions to repurpose a single SEO optimized article into a half dozen social media posts.” — Aaron Gregory, CEO – Upwardli
These are just a few suggestions on how to maximize the reach of your content (the possibilities are endless). By repurposing great content you can maximize its benefits and generate more engagement and leads for your business while staying true to your brand and key messages.
Want more mileage from the content you already own? AInectar turns your existing content into new value.
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