Why Should Marketers Repurpose Content?
Creating content can be exhausting. Believe me, I know. 😮💨
It is important to know that you don’t always need to publish new content.
Content repurposing is reusing existing content and presenting it in a new format to expand its reach and lifetime. Repurposing content can involve changing your content’s entire purpose and transforming it into another type of content.
For example, you can transform a top-performing blog post into a podcast, an email newsletter, a YouTube video, or even a social media post. ♻️
Through repurposing, you’ll save time, reach a wider audience, and make the most of your marketing efforts.
How repurposing content helps your SEO
You can boost your SEO by repurposing content. When you have a lot of content focusing on similar targeted keywords, search engine crawlers will see you as a source of authority.
If you have blog content that brings you high traffic, you can transform it into another format and promote it on social media. As you keep providing valuable content in multiple different formats, you will have more opportunities to show up in search engines and social feeds.
In the end, you will increase your organic traffic with minimal investment of time and money. 🌟
How can you repurpose your content?
YouTube video
Some people prefer watching short-form videos to reading a 1,000-word blog post. You can always convert your eBooks and blog posts into videos with engaging visuals on YouTube to reach that audience. You can segment a long blog post into shorter video pieces that you can publish as a series.
eBooks
eBooks provide educational value to your target audience. They are like blog posts; only they take a deeper dive into the subject. If you have various blog posts on a specific topic, you can gather them and create a comprehensive eBook guide.
Hubspot offers plenty of eBooks and checklists on a wide variety of topics. This way they can increase the leads they generate by repurposing existing blog content to create and offer free content upgrades.
Podcasts
Podcasts have become popular in recent years. They help you become an expert in your niche. You can turn your heavy text pieces into podcasts by recording them as audio. Another option is to invite thought leaders for further discussions on the area of your expertise. Here is a guide on how you can start a podcast.
Email newsletters
Email newsletters help you deliver interesting and valuable content to your audience consistently. For example, you can create an email course for in-depth topics that are helpful for your audience. Henneke Duistermaat, the founder of Enchanting Marketing, gives away a 16-part free snackable writing course in exchange for an opt-in.
Henneke created this email course to repurpose blog content into smaller, more digestible pieces. The email course helps people get the same valuable information that’s on her blog, and it helps her generate new leads to engage with over email.
Infographics
Infographics are liked or shared three times more than other types of content. So if you’re looking for a way to improve your social engagement, creating infographics is a good idea. They are also perfect for summarizing and presenting complex information in a digestible format.
Social media posts
You can also repurpose your research-backed data, statistics, tips or quotes from experts as social media content. HubSpot frequently uses quotes and insights from experts on their social media.
Takeaways
Repurposing content helps content marketers save time and money. Look at your metrics and take note of what has performed well. Think about how you can provide value to different target audiences with the same content in different formats.
If you do it right, you will not only tap into a wider audience but also give your content a longer shelf life.
What are you waiting for? Try out the techniques above to make the most of your content. 😉
