Content creation is one of the most time-consuming pieces of running a business these days. This is especially true for those that are more concentrate on Digital marketing. Repurposing your content not only gets you more mileage from the content you create but also helps distribute it better. But here’s the thing: simply copying and pasting a piece of content from your blog to social media isn’t content repurposing.
Instead, the correct way to recycle evergreen content is to tweak it to meet the expectations of each marketing channel. Want to learn how to squeeze more value from the quality content you’ve been creating?
Read on to learn how to identify what content to repurpose. We’ve also got 9 real-life examples of how others are reusing their content.
Benefits of repurposing content
- Assists with content distribution. Repurposing content, say by changing its format from written to audio content, helps you expand the content’s reach. This in turn ensures you aren’t solely focused on creating new content; you’re promoting it, too.
- Helps you maintain your publishing frequency and grow online presence. By repurposing content, you can continue pushing out high-quality content on different channels without having to stress over creating new content around the clock.
- Meet your audience’s content demand. Not all people in your audience like to consume text-based content. Similarly, not all prefer consuming video content. Instead of alienating a slice of your target audience by creating a specific content format, repurpose your content. This way, you can meet your audience’s content demand by repackaging it into new formats.
- Grow your online presence and reach a new audience. Reach audiences on new marketing channels by recycling content according to each channel’s requirements.
- Boost your SEO. Having multiple content pieces on a single keyword improves your position in search engines. To boot, you can control the anchor text by linking the repurposed pieces back to your site.
Determining the content to Repurpose
Repurposing content isn’t limited to adding new life to evergreen, existing content. Instead, it’s an essential step to include in your current content creation strategy as you plan content.
1. Highlight evergreen content
Go through the library of old blog posts you’ve created so far to see which content is high quality and relevant. Make a list of these evergreen pieces to add to your content repurposing stack.
2. Repurpose all new content
All long-form content that you create – be it blog content, research reports, whitepapers, etc. – deserves repurposing. Repurposing content helps with content distribution. Therefore, a good first step is to add repurposing to your content workflow. This way, you wouldn’t skip it.
3. Find out which posts are excelling
Take to Google Analytics to find out which of your posts are driving significant traffic.
4. Use Buzzsumo to identify socially popular topics
Enter keywords you’ve created content on in Buzzsumo. It’ll show you which of these keywords have popular posts on social media. This will give you more posts to repurpose.
5. Do some keyword research
The best way to identify what content to repurpose is to do keyword research.