In the digital marketing landscape, creating fresh, engaging content consistently can be a daunting task. But there’s a pretty simple strategy that can help you maximize your content’s reach and lifespan without constantly having to come up with new ideas: content repurposing.
Content repurposing involves taking existing content and adapting it for use across different platforms.
The Benefits of Repurposing Content
Repurposing content has several benefits. It allows you to reach new audiences who may prefer different content formats or use different platforms. It also enhances your SEO efforts by providing multiple instances of keywords and backlinks. Plus, it extends the value of your original content, saving time and resources.
How to Repurpose Content
The first step in repurposing content is to identify your best-performing pieces. These could be blog posts, videos, podcasts, or infographics that have generated significant engagement or traffic.
Digital analytic allow you to drill down into which content elements have worked well, and which haven’t. Obviously, you want to focus on those that did the best job in terms of interesting and engaging your target audiences. Once you’ve identified these pieces, you can start adapting them for different platforms.
From Blog Posts to Social Media Content
Blog posts (like this one) can be a great starting point for repurposing, especially via social media. A well-researched blog post can be a goldmine for social media content. You can extract key points or statistics and turn them into bite-sized posts for platforms like Twitter or LinkedIn. You can also use compelling quotes or insights from the post to create graphics for Instagram or Pinterest.
From Videos to Podcasts and Vice Versa
Videos and podcasts are two content formats that can easily be repurposed into each other. A video interview can be stripped of its visual elements to create a podcast episode, while a podcast can be filmed and shared as a video. This allows you to cater to both video and audio content consumers.
From Webinars to Blog Posts or Guides
Webinars are rich sources of information that can be repurposed into multiple formats. You can transcribe the webinar and turn it into a detailed blog post or a downloadable guide. You can also extract key points and create an infographic.
From User-Generated Content to Case Studies
User-generated content, such as customer reviews or testimonials, can be repurposed into case studies or success stories. This not only provides social proof but also adds a personal touch to your brand’s narrative.
Cross-Promotion is Key
Once you’ve repurposed your content, make sure to cross-promote it across all your platforms. This will ensure maximum reach and visibility.
And, again, continue to review and evaluate your analytics so you can get maximum value out of your content, over and over again!
Repurposing content is a powerful strategy that can help you maximize your content’s reach, enhance your SEO efforts, and save time and resources. By adapting your content for different platforms and formats, you can cater to a wider audience and extend the lifespan of your original content. How could you be getting more value from your content in 2024?
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and Twitter presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.
Tags: content marketing, creating content, digital content, repurposing content, reusing content