You've got all this great content, but you're only using it once. The truth is, that repurposing your content is one of the smartest moves you can make as a content creator. The key is figuring out creative ways to refresh and reframe what you've already created to give it new life. Maybe you turn a blog post into a video or podcast episode. Or compile a bunch of posts on the same topic into an ebook. Repurposing content is a winning strategy, and in this article, we'll explore some of the most effective ways to make the most of the content you already have.
What Is Content Repurposing?
Content repurposing means taking content you’ve already created and reusing it in a different format to reach new audiences. Rather than starting from scratch each time, you can maximize your efforts by modifying existing content.
The key to effective content repurposing is maintaining consistency in your messaging while tailoring the content to different formats and audiences. Reuse portions of your original content as much as possible, then adapt the language and structure as needed to suit each new medium. With some upfront work, repurposing content lets you get more mileage out of the time and effort you put into creating resources. It’s a win-win for you and your readers.
Repurposing content is a smart content strategy that allows you to spread your message far and wide. By translating pieces into different media that appeal to diverse learning styles, you open up your content to new potential consumers.
Why You Should Repurpose Your Content?
Repurposing your existing content into new formats is one of the most efficient ways to maximize your content creation efforts. You've already done the research and writing, so why not get more mileage out of it? Here are a few reasons why repurposing content is so valuable:
You can reuse your original work by reformatting or restructuring it instead of creating something from scratch. This allows you to focus your efforts on creating new, original content.
By publishing your content in multiple forms across various channels, you increase the opportunity for people to find and engage with your content. Some may discover you through your blog, others through your podcast, and still others through your videos.
Repackaging your content in multiple ways establishes you as a knowledgeable expert in your field. The more quality content you publish, the more authority and influence you build.
Reaches new audiences
Different people consume content in different ways. By repurposing into various formats like blog posts, videos, podcasts, infographics, and more, you can reach audiences with different preferences and on different platforms.
Well-written, comprehensive content on evergreen topics will have a long shelf life. Repurposing allows you to refresh and re-promote your evergreen content so it continues to rank and drive traffic for years to come.
Search engine optimization (SEO)
When you repurpose content by restructuring it for different formats, you naturally incorporate additional keywords and links, which helps to improve your search ranking over time. The more high-quality content you have ranking in search engines, the higher your overall authority.
10 Different Ways To Repurpose Content
Repurposing your content into different formats and mediums is a great way to maximize your time and effort. Here are 10 ways to reuse your content:
1. Blog posts into social media updates
Take snippets from your latest blog post and share them on social media to promote the full piece. Share an interesting statistic, thought-provoking question or key takeaway. Link back to the blog post for readers to get the complete picture.
2. Webinars into a blog post
Record your live webinars and break them into shorter video tutorials to share on your website and social media. This allows people who missed the live event to still access the content. The bite-sized videos may also be easier for some to digest.
3. Revamp an old webinar into a course
Do you have a webinar in your archives that continues to perform well? Consider revising and expanding on that content to create an online video course. Add more lessons, activities, worksheets, and resources to turn a 60-90 minute webinar into a multi-week course. Your webinar attendees will be excited to dive deeper into the topic, and you’ll open up a new revenue stream.
4. Podcast interviews into blog posts
If you host a podcast, transcribe your interviews and turn them into blog posts. Share some of the key highlights, insights, and takeaways from your conversation. Embed the audio from your podcast at the top of the post as well. This exposes the interview to more people through another medium.
5. Statistics into Twitter Post
Share relevant statistics and facts from your blog posts as Twitter threads. Breaking down larger concepts into bite-sized nuggets of information makes them easier to consume and share on social media. Include links back to the original source for those interested in learning more.
6. Blog posts into email newsletters
Take sections from your blog posts and compile them into an email newsletter for your subscribers. This allows you to keep your audience updated on your latest content without them needing to visit your blog. You can include the full blog post links for those who want to read more.
7. Infographics into blog posts
Take the data and visuals from an infographic you've created and develop them into a full blog post. Explain the significance of the data, how you gathered it, and what conclusions can be drawn. Then include the infographic to help illustrate the key concepts and statistics for readers.
8. PDF to Articles
Converting PDF files into articles is another way to repurpose content. Go through the PDF, highlight the most important points, and develop them into standalone articles for your blog or website. This expands the reach of the information to people who prefer reading online versus downloading PDFs.
9. Images To Instagram Captions
Sharing images from your blog or website on Instagram is a simple way to spread your content to a new audience. Take images from your blog and create captions that summarize the key points or highlight important facts. To make this process even easier, you can use our image-to-caption generator. This tool automatically generates engaging and informative captions for your images, saving you time and effort. This can help drive people back to your full articles for more details. Make sure to include relevant hashtags and links to your website profile in your bio.
10. Videos To Blog Post
Converting your videos into written blog posts allows you to reach an audience that prefers reading content. Transcribe your video script and develop it into a full blog post. Include relevant images, links, and call-to-actions to fully illustrate the key points from the video. You can embed the video at the top of the post for those who want to watch it as well.
Measuring the Success of Repurposed Content
Measuring the success of your repurposed content is key to improving your content strategy and boosting traffic. There are a few metrics you should track to see how well your repurposed content is performing.
The number of times a page on your site is viewed. For repurposed content, compare pageviews of the original piece of content versus the repurposed version. If the repurposed content is getting significantly more views, that’s a sign it’s resonating well with your audience.
Time on Page
How long visitors spend on a page. If people are spending more time on your repurposed content, it means they find it engaging and valuable. A shorter time on the page could indicate the content wasn’t as useful or didn’t capture their interest.
The percentage of visitors who leave your site after viewing only one page. A lower bounce rate for repurposed content shows that people are clicking through to other pages on your site. This means the repurposed content is effectively capturing their attention and leading them to more of your content.
How often a page is shared on social media. Repurposed content that gets a high volume of shares, likes, and comments on social media has resonated with your audience. This social activity also amplifies your content to new potential readers.
So there you have it, several easy ways to repurpose your existing content and get more mileage out of the hard work you've already put in. Whether you expand on a popular blog post to turn it into an in-depth guide, rework some old social media updates into an email newsletter, or bundle together a few how-to articles into an online course, repurposing content is a great way to maximize your time and better serve your audience. Get to work transforming and reimagining your content. Your followers will thank you, and you'll be grateful for the extra time you gained back in your day. Time to stop creating from scratch and start repurposing!