Content marketing is a hugely important factor in running a successful online business in today’s digital age. It’s no secret that consistently producing great quality content for your site will help in leaps and bounds to generate and maintain traffic. However consistently and frequently coming up with great content ideas is difficult.
If you are running an active site, then chances are you already have a lot of content. This content can be reused, recreated and repurposed to produce fresh posts for your site. Repurposing content will allow you to produce more content in less time, tap into your most successful posts and reach new and larger audiences.
The key to repurpose old content is to start off with a strong piece of content. This can be a popular video or a long form piece of content that was received well by your audience. From that one piece of content, you can create several other, new forms of content to be shared. It’s important to note that repurposed content will be diluted and so, therefore, it’s important, to begin with, a Strong initial piece. Perhaps three sections of that piece could be reused in three different forms, for example, a short video explaining a specific topic, an infographic with the core statistics and a shorter blog post about the 3 key areas of whatever your content is discussing.
Considering this when building your long form content can be greatly beneficial. Through creating one effective, in depth piece of content, you are in turn creating at least one other piece of content you can use. Leveraging the content you already have is a great way to extend your reach and traffic while using less time and resources.
So, what are some of the ways you can repurpose old content?
Breakdown large content pieces
This is the most obvious way of repurposing, largely because breaking down long-form content into smaller content pieces is the whole idea! The problem is that sometimes you won’t have huge pieces of content and these smaller pieces can still be repurposed (which we discuss further on).
In the cases that you do have epic long-form content it can be very effective to transform it into new mediums. If you have created a piece with content repurposing in mind, it should be relatively easy to break this into a series of smaller blog posts.
Alternatively, if you have a series of blog posts on a specific topic or area, you can rework these into a comprehensive guide.
Think about your audiences and see if you can recreate content to target different and new audiences. It’s important to ensure the new content pieces are relevant and insightful to their own audience, and not just a quick rehash.
Create an Infographic
If you have a piece of content with a lot of statistics, steps or a long list, an infographic can be a great way to portray the same content in a new and imaginative way. Infographics are highly shareable and easy to digest, making them great pieces of content to spread through your social media channels. Sites like Canva make it very easy to create effective infographics.
Stats and Facts can be turned into micro-content
If you have created an insightful report or article utilizing statistics, these numbers and facts can make great short-form content. You don’t even have to draw from content that you produced. Almost every industry has huge amounts of data produced and published on the internet.
This data can be turned into any number of content pieces, from short blog posts to quick informative videos. These pieces of content can be anything from important industry statistics to interesting facts that surprise your readers. Again, this content is great to increase social media shares.
Update content with new information
A great piece of evergreen content can be hugely valuable to your site. Leveraging content that receives consistent traffic with new figures, updated information and different perspectives can be a great way to repurpose content.
Not only does updating your content show your return-readers that you are active in informing them but it ensures your new readers are getting the correct information. The post might have first been written over a year ago, but that doesn’t stop it from being seen. Pamela Vaughan explains in a great guide about updating your content that “by updating and resurfacing some of your older yet high-performing evergreen posts, you can extend the life of your best blog content as well as increase the results it continues to achieve over time.”
Ensure you make your readers aware of the update by including a note with the update date at the start of the article. Additionally, re-ping any one you had originally mentioned for best results.
Turn articles into podcasts (and Vice versa)
Podcasts are becoming increasingly popular and it is very easy to transform a blog post into a simple podcast. You may find readers enjoy the option of listening rather than reading and therefore this tactic can be very effective. As with all of these ideas, it’s important to consider the type of content you are repurposing and if it’s suitable for the new medium.
Your older content pieces likely have a wealth of information ready to be turned into new and exciting content. Doing this allows you to produce high-quality content in a much larger quantity than trying to create new ideas consistently. Repurposing content is a must for any effective marketing strategy.