How To Repurpose Existing Content

There is no denying it—creating content is time consuming. When you write a blog post what do you do with it after you hit publish? Does it just sit on your website waiting to be found through Google searches? If so, you are missing out. What if you could get more out of the content you spent so much time creating?

Benefits of Repurposing Content

  • Time is precious. One of the biggest benefits of repurposing content is that it means you can spend less time creating content, and more time promoting content you have already created.

You don’t have to create new content everyday. What you do have to do is work on getting the content you already have in the hands of more people—and the right people.

  • Repurposing existing content can also help your SEO. It creates more sources for a targeted keyword. If you are linking back to your website from outside sources, that can also help your quality score and ranking, boosting you SEO.
  • Be where your ideal clients are. We all consume information in different ways. Don’t assume that everyone wants to read you blog on your website. Repurposing the content for different mediums and platforms allows you to meet an audience where they are by not only creating the content  they are searching for, but also sharing it in all the places where they search.
  • Stay top of mind. Repetition can be an essential part of sending a message that sinks in. You’ve probably heard that buyers need to hear your message seven times before they’ll close the deal. Repurposing goes a long ways toward reaching this quota.

What Content Should You Repurpose?

Past Content

Look back at your most popular blog posts or social posts and bring new life to that content.

New Content

Make sharing your new content in different ways part of your process.

How to Repurpose Content

Repurposing content mean that you just repost a piece of content again and again. True repurposing requires that we alter it to make it fresh and appealing to a new audience. Here are examples of how you can repurpose content.

  1. Make it visual: Take your written content and make it visual by turning it in to a presentation, pulling out key points into graphics, or building an infographic.
  2. Bring it to life with videos: I know I sound like a broken record talking about video, but video is a key component to online marketing. Rather than trying to come up with what to do a video on, why not utilize content you have already created? Choose a few key points from a blog post to highlight in a video (or multiple videos) with a call to action to read the article for more.
  3. Share on social media: The organic reach on social media is extremely low. But that doesn’t mean you shouldn’t share your content on social media. It just gives you permission to reshare it since the odds are, a lot of your audience didn’t see it the first time. Write a new caption, choose a new photo, and share.
  4. Turn it into an article on LinkedIn: LinkedIn is making a big comeback, and is another channel to reach potential customers, and to position yourself as a thought leader in your industry. Boost your activity on LinkedIn by sharing your content as an article (different than a post) on LinkedIn.
  5. Share it in an email: If you aren’t using email marketing, we need to talk. Share your content with your email list any time you create a new piece of content. If you are just getting started with email marketing, don’t be afraid to go back and share past evergreen content.
  6. Turn it into a guide or eBook: Do you have a list of your 10 best tips and tricks or your favorite tools? Save your audience the time and consolidate all of that knowledge and research into a guide or ebook.
  7. Create a webinar. If you turned your content into slides (see #1), why not record a webinar that is available on demand for your audience. This repurposes your content and also positions you as an expert and thought leader in your field.

Repurposing content saves you time, increases your authority, reach and improves SEO. In addition to repurposing old content, think ahead when you create new content by thinking strategically about how you can repurpose the content you are creating. If you utilize some of the strategies above, one blog post can lead to multiple pieces of content and posts. Work smarter, not harder.  

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