In content marketing, merely publishing blog posts and getting decent website traffic on a regular basis isn’t enough. You have to constantly get them in front of users who will actually find them valuable and share them with their network—and one way to extend their reach is to repurpose and redistribute them on other platforms.
As the name suggests, repurposing content is a strategy that lets you add a few touches to your already existing blog posts, reintroduce them into a completely different format, and let your followers rediscover them.
What’s great about it is that you don’t have to constantly come up with fresh ideas to publish new posts. It lets you stretch out the value of your content and make the most out of every word you write. But, while it may sound appealing, not everyone’s sold to such an idea.
Many content marketers confuse repurposed content with duplicate content—hence, they fear getting penalised by the search engines—Google, in particular—just by reusing what has already been published before.
But, the truth is, Google will not penalise your website (at least not in the way you think it will) if you’re excessively and obviously copying blog posts in a manipulative manner—and it’s completely different from what’s done when repurposing content. Here, you will not violate any Google guidelines because all you’re doing is to reintroduce content in a completely different format.
You can read more about duplicate content penalty here.
You’ll find that there are many ways you can reuse blog posts. Take a look at the types of content you can repurpose them into:
Slide Decks: Insightful statistics, actionable tips, and relatable quotes can make for effective slides and the result would be an easy-to-read presentation that recaps your original content. You can share these slides in platforms like SlideShare for more engagement opportunities.
Infographics: Another way to repurpose statistics, graphs and charts is to convert them into infographics. This type of content is informative, easy to read, and often gets the most interaction.
Pinterest Boards: Infographics are instant Pinterest Boards but, aside from these, you can also repurpose image-heavy articles for this platform. Some examples are recipes that include photos of the food being prepared.
E-Books: Repackaging content into an e-book is also a great way to disseminate information to a wider audience. This format is easy to download and would work best for formal-sounding articles like interviews with industry experts.
Newsletters: You can also consider promoting your blog posts as newsletters. A tips-oriented newsletter is a great opportunity to feature your best content of the week and to make sure that your followers aren’t missing out on your post.
Podcast: Podcasting is a developing form of marketing these days and getting into the platform is as easy as hiring some voice talent to read your blog posts and upload it to your channel. It works best for posts with tones that are lighter and conversational.
Webinars: Webinars can be a successful tool for business, particularly B2B companies. In a world of blog posts and videos, there are still people who enjoy listening to webinars to take a break from their typical workday—hence you might as well explore this opportunity if applicable.
Videographics: Videographics are like infographics, only—as the name suggests—in a video format. It’s an effective type of content, particularly during these times when videos are becoming a preferred channel for Internet users.
We could go on for hours discussing the reasons why repurposing content works, but here are some of the most appealing benefits that render it effective.
It helps you reach a new audience. Internet users have different preferences on the way they consume content. Some prefer infographics over long-form content or podcasts over e-books—hence, reformatting your content can make it more appealing to a wider audience.
It reinforces your message. As mentioned above, you don’t have to create new content every day. You just have to work on what you already have and put an old favourite upfront and centre—in the hands of more people. It will make sure that your great content is never forgotten.
It maximises your efforts. When you’ve exerted an immense effort to create a piece of content, it’s natural that you’ll want to make the most out of it—and repurposing content lets you do just that. An added benefit is that it also lets users, who missed your post for the first time, see it.
While repurposing content sounds promising, it can only be effective when you reformat the right content. Here are the best types of content you should consider repurposing:
Evergreen Content: Only repurpose content that is evergreen in nature or those blog posts that will continue to be valuable and relevant for months, if not years. Here’s a helpful guide on making your content last.
Popular Content: A look into your Google Analytics will allow you to see what your most popular posts are for the past year. If they’re still largely relevant and evergreen, you can consider giving them a makeover, updating their references and reintroduce them with a new look.
More than saving you from creating new content every time, experimenting with repurposing content can help improve your content marketing strategy. Use this tactic in combination with new content development and you’ll be surprised to see how easy it can double your content output.
Ready to make repurposed content that works? Talk to our digital marketing experts at OOm today!