Repurposing Your Content – What You Need To Know
How can you ensure a steady flow of published content and increased brand recognition? You guessed it- Repurposing Content! This blog entails how you can repurpose your content and gives out tips as well.
Content creation is one of the leading tools of digital marketing, but its popularity has content marketers working overtime to keep audiences engaged—55% of marketers say that blogs are their top priority. Content marketing often involves a great deal of research to start with. Then there is the actual writing, creating or sourcing relevant visuals. Writers are also often in charge of the uploading process, which is followed by a promotion campaign. Most of the time, all this is done by a very small group of people, or in some cases, a single individual. It is undoubtedly a time-consuming process.
Why Should You Repurpose Content?
Additionally, no matter how well written your content is, and despite heavy promotion, it is hard to get noticed in the content-saturated digital sphere that we now inhabit. Everyone is creating content, so how do you get noticed and save yourself time while still creating enough content to make your brand look on-trend?
The answer is in repurposing content, and if you aren’t doing it, you’re falling behind. Brafton’s study on the latest B2B marketing trends highlights how often marketers reuse content—60% of marketers reuse content anywhere between 2-5 times.
And it isn’t surprising why. Repurposing content allows marketers to take one piece of content and use it in numerous ways. It is a process that also encourages creativity and helps boost SEO, a primary goal that most marketers are aiming for, alongside sales.
Of course, when repurposing content, you should ensure that your branding remains consistent throughout. Branding continues to be extremely important, according to these latest branding statistics Venngage has put together.
Here are a few important factors you need to know about repurposing content in digital marketing.
Technology and users are constantly changing and adapting and your content needs to keep pace. But instead of creating a brand new piece, whether written or visual, you could go back to a relevant piece of content that already exists and update that. It will show your audience that you are cognizant of the changing times,
This could be in the form of a blog post or a chart that includes outdated information. You could find yourself having to rewrite a fair amount, depending on the topic, but it is more likely that you will simply have to change a line or two for the post to be relevant again. Once that is done, you can share the updated piece and see it gain traction, which will help your SEO and give you a new piece of content with minimal effort.
But it isn’t simply about updating content to fit the standards of today—you can also share popular content from back in the day to your current audience. It’s a great way to tap into nostalgia while also having something to post without having to create it from scratch.
Ways to Repurpose
Aside from updating existing content, there are numerous ways that you can reuse the content in different ways. I outline a few below.
Blog Posts> Interactive Content
66% of marketers have seen greater audience engagement after using interactive content. You can easily repurpose your content by going interactive. This will increase your readership because interactive content is consumed at a faster rate. Moreover, it increases your chances of being recalled by the reader as they actively engage with it.
Have a look at this article on PPC Ads by Outgrow. We wanted to make sure that our readers get the gist of the article even if they didn’t have time to read the entirety of it. Guess what we ended up doing:
You catch our drift!
Social Media Posts > Interactive Content
Well, if we could do it with blog posts, we could definitely do it with our social content. We were looking for ways to increase the reach of our social channels. What better way to do that than to utilize interactive content? As it turns out, we reached a far wider audience than we expected. How? We started creating interactive content around trending posts. In fact, have a look at this trendy tweet that has been doing the rounds lately:
Being Beyoncé’s assistant for the day: DONT GET FIRED THREAD pic.twitter.com/26ix05Hkhp
— Green Chyna (@CORNYASSBITCH) June 23, 2019
We created an interactive experience based on this Beyonce tweet. And well, when is that not a trending topic:
Blog Posts > New Blog posts
If you have identified a well-performing blog post, think of reusing the content with a new title, a few tweaks to the text, and new images, with a link to the original post, so it can be shared to a different audience.
Blog Posts > Audio-Visual Content
You can also adapt a post as a podcast, or a video, and vice versa. Though there is some overlap, the audiences for these two media—written versus visual—are quite diverse, allowing you to reach a larger audience by repurposing content in this manner. Internet Business Mastery has leveraged the blogs-to-podcasts method to grow their audience.
Blog Posts > Social Media Post
You can divide a long blog into smaller posts and share them on social media. For instance, you can use a blog with a large amount of data into several social media posts elucidating each data point, with a prompt to read the blog for more context.
Blog Posts> Infographics
You can use information from a blog post to create an infographic using one of these infographic templates. Infographics are very popular as visual media and are faster to consume than an article or post, giving your content a better chance of being seen. You can also look at this simple guide on how to create infographics.
Infographics > Graphics
You can use snippets from your blog post or your infographic to create graphics like graphs and charts to share on your social media. You can divide a single infographic into five or seven social media posts.
Infographics > Videos
You can adapt your infographics into presentations or short videos for you to upload to your YouTube channel. You can turn to these top 10 animation companies for video making inspiration if you like.
Infographics > Newsletters
And you can repurpose your infographic as a newsletter, with a call to action to a relevant page to drive traffic to your website.
Presentations > Videos
You can adapt a particularly attractive presentation into an instructional video for your audience.
Quotes > Social Media Posts
You can use your press release with quotes for future social media posts. Or, if you have conducted an interview with an expert, you can use those quotes as a social media post, with an attractive visual in the background. Gary Vee uses quotes extensively in his social media posts.
Videos > Social Media Posts
You can create GIFs from videos. GIFs are very popular and easily shareable on social media. You can also take snippets of longer videos to post on Instagram, where you can only share videos up to one minute in length. You can reuse old social media posts that have become relevant again with the same text but new images or videos.
Social Media Posts > Newsletters
If you want to supercharge your content promotion, you should look beyond social media. Use your social media posts to make attractive newsletter banners.
These are a few popular ways to repurpose content but the sky is the limit in this field.
When you adopt a user journey map to create your content strategy, you will likely have a good idea of the kind of target audiences your brand is aiming for. But with so much content being marketed to the same audiences, it is hard to keep yourself relevant. In a crowded market, resharing your content in different forms helps target it to different audience segments.
For instance, some users may enjoy a long-form article. Others might prefer an infographic. Repurposing your article in the form of an infographic, or several will appeal to a different demographic than the original content did.
You can also reach new audiences with the same content by sharing it at different times, or spaced out over a period of time. Audiences are bombarded with content all day long on social media. So, this is a particularly effective technique. Your followers are more likely to recall your brand content and name, even if it is using the content you had shared earlier. This is because you would have reinforced the same message multiple times.
In a busy online marketplace, you need to stay top of mind at all times. But you no longer have to spend hours brainstorming content or creating the material from scratch. There are now so many ways to repurpose content so you can stay relevant and on-trend while putting in minimal effort. With a little bit of creativity, this is a technique that can save your marketers time and energy, while still keeping your audience engaged with your brand.
About The Author
Ronita Mohan is a content marketer at Venngage, the online infographic, and design platform. Ronita is interested in a variety of topics with regards to digital marketing, visual content, and online engagement, which she enjoys researching and writing about.
Antara Agarwal is a full time marketing consultant at Outgrow. She can be found packing her bags for her next trip, often to the mountains. And in one of those bags you will always find a half finished book she’s been struggling with for months.