The Ultimate Guide to Repurposing Content

Many marketers often feel like there aren’t enough hours in the day to do everything they need to get done. If you’re working with a small team, the pressure to do all the things can be completely overwhelming.

So how can you consistently create content when you’re short on time, resources, and maybe even people? By turning that one piece of content into several things. That’s how repurposing content works! Repurpose content is finding new ways to reuse content you’ve already created. While it sounds simple, it’s more than simply resharing a blog post on different social platforms.

Benefits of Repurposing Content

Repurposing content is an exciting idea for time-strapped marketers. Aside from being able to create several pieces of content from one thing, here are more benefits to repurposing content:

Saves time: the only resource we don’t have enough of is time. When you’re managing a busy marketing team – or you’re the entire marketing department, finding time to consistently create and promote content can be daunting. Instead, you can focus on creating one quality piece of content.

Reaches a new audience: when you publish a new piece of content, there’s no guarantee everyone in your audience will see it. Eventually, it may get crowded out by all the new content getting published. When you repurpose your content into a new format, like turning a blog post into a video or updating it with new information, you can reach a new audience who may not have seen it otherwise.

Boosts SEO: having multiple pieces of content discussing the same topic creates additional opportunities to rank for your desired targeted keyword. If you publish your content on other websites, through syndication or guest posting, you can potentially benefit from backlinks.

Reinforces your message: repetition is an essential part of marketing. According to Marketing’s Rule of Seven, it takes about seven different exposures to a message before a buyer closes a deal. Instead of touching on a topic once and then moving onto another idea, repurposing your content allows you to consistently reinforce your message and eventually encourage buyers to buy from you.

How to choose content to repurpose

Not all content is created equally. Some content will work better for repurposing than others. Here’s how you can choose the best pieces of work to repurpose.

Audit your existing content: start by looking through your current body of work to see if there are any pieces that are appropriate for repurposing. Ideally, you’ll want to look for evergreen content that continues to be valuable and relevant for months or years. Blog posts on topics like a new homebuyer’s guide are good examples of this.

Check analytics: dig into your analytics to identify popular pieces of content from the past year. Figure out why these posts performed well and use that knowledge to create your repurposing strategy.

Ideas for repurposing content

Now that you understand how repurposing content can benefit your content, here are some ways you start repurposing your content.

Refresh old blog posts. A quick and easy way to repurpose content is to update older posts with current information. Just be sure to note that the blog post had been updated and republished with the current date.

Create new content. Look through your previous work and identify any pieces that can be spun-off to create more content your audience could benefit from. This is where you can get creative! Maybe you’ve written a comprehensive blog for first-time homebuyers. You can turn that into an email series to gather leads, create a PDF checklist to share on Pinterest, develop a small ebook, or turn it into a video.

If you’ve written a post in list-form, consider writing a standalone blog post about each item, expanding and focusing on each item.

Use testimonials for social media content. Buyers are increasingly relying on testimonials to aid their purchasing decisions so sharing happy testimonials from homebuyers will help develop trust with potential homebuyers.

Use statistics for infographics. Turn data from customer surveys and internal sources into infographics to share on social media. Infographics are great for visual learners and are easily shared.

When you establish repurposing as a goal of your content creation, you’ll be able to quickly and easily reshare your work without your audience feeling like you’ve run out of ideas. If you need help with your content strategy, give us a call.