Intro to Content Repurposing: Breathing New Life into Existing Content

Jun 21, 2024

Creating content across your website, social media, and other platforms requires significant effort. In fact, half of all marketing professionals spend between one to six hours creating a single piece of content. For this reason, it’s critical that you get the most value out of your efforts. One of the most effective ways to do this is through content repurposing. Content repurposing involves altering your existing content, such as social media, ebooks, and infographics, to be used across a number of different platforms. 

By leveraging a content repurposing marketing strategy, you’ll increase the number of potential encounters and interactions with your target audience. Repurposing can also extend the life of your content by allowing you to use it over and over again. These benefits not only reduce your content creation schedule but also increase your ROI significantly over time. A recent survey from Semrush validates this claim as 42% of content marketers reported experiencing an increase in marketing value from updating existing content.

Identifying Content Worth Repurposing

Not every piece of content can or should be repurposed. Choosing the right content to repurpose is essential to a successful repurposing strategy. Evergreen topics are the best choice for repurposing since they remain relevant for a long period of time (or forever). For example, tips on saving money on groceries will resonate with your audience year-round. It’s highly likely that this topic will still be relevant a decade from now. Unlike evergreen topics, content such as current news events happening today can quickly feel outdated just a day later. 

Timing is important even with evergreen topics. Your audience may resonate with certain topics depending on the time of year or if the topic is currently trending on social media. Using the grocery savings example, your audience might find this information most useful during periods of inflation or when high grocery prices are in the news. The same is true for holidays when your audience may be looking for ways to save on a large holiday dinner.

Another important aspect to identifying content to repurpose is understanding what content already performs well. If one piece of content is popular with your audience, there is a significant chance that they will enjoy the same content in other formats also. 

Repurposing Strategies for Maximum Impact

It’s also important to pay close attention to your audience’s behavior. How they engage with content can provide clues on their interests and how to best reach them. Before repurposing any content, taking the time to conduct a thorough audience analysis will allow you to determine the best platforms for repurposing. This will not only save you time, but also money. Once you understand your audience’s behavior, you can choose which strategies for repurposing content will be most effective. Here are a few examples of ways to repurpose content: 

  • Converting existing blog posts into infographics or summaries
  • Transforming white papers into blog posts
  • Using podcast recordings to create new video clips
  • Incorporating a collection of blog posts into an ebook

Best Practices for Content Repurposing

Content repurposing is more than just republishing the exact same content everywhere. To enhance your impact, you might need to make updates, especially when statistics are used. It’s also important to tailor the content to how you choose to publish it. For example, you wouldn’t embed an entire blog post in your infographic. Instead, you might choose a few key points, as well as incorporating relevant and eye-catching visuals. 

The more people who can find your content, the more people will engage with your brand, increasing your ROI. SEO optimization is critical when repurposing content online. Unfortunately, some people falsely believe that SEO only pertains to blog posts. This couldn’t be further from the truth. Not following SEO best practices across other platforms, such as social media, could be a missed opportunity to enhance visibility. 

Key Takeaways

Content repurposing is a crucial element of any effective marketing strategy that can save you time and increase your ROI. By altering existing content to conform to other platforms, you can maximize the number of views that each piece of content receives and extend its life. But, it’s up to you to put in the necessary work.

  1. Identify Which Content Will Do Well – Start with your most successful pieces of content and think creatively about how to give them new life.  
  2. Understand Your Audience’s Behavior – What form of content is your audience most likely to engage with?
  3. Follow SEO Best Practices – Remember that SEO optimization increases visibility for many types of content, not just blog posts.