Repurposing content is a good idea for every brand. You can refresh old content and still gain value from your most popular posts. When repurposing, you already have a lot of the creation process started—and now your best content doesn’t need to be kept in the archives.
Benefits of repurposing content
One of the most significant benefits of repurposing content is the amount of time you can save in the creation process. Instead of constantly creating new content, focus more on getting the great content you already have to more people and new audiences.
Having several pieces of content about the same topic will provide more opportunities to target a keyword, giving you a boost to your SEO. You can also receive high-quality links back to your website with the ability to anchor text in the link.
Repurposing content allows you to share your content across all different mediums. This means you can reach new audiences and meet them where they are instead of expecting them to find you. Sharing your content on multiple platforms, or multi-channel marketing, gives your consumers the information they are looking for on all the platforms they use.
6 ways to repurpose content
1. Write new blog posts or articles
Just like TV shows can have spin-offs, your blog posts can too! If you have a list post, then take each item on the list and turn it into its own blog post. This allows you to go much more in-depth than the original post so you can add more detail or information about the topic. One example is taking a blog post about 5 marketing trends to watch for next year and turning each trend into its own post. You can also do the reverse of this. If you have 5 blog posts about different marketing trends, you could create a single summary post.
2. Create an infographic
An infographic is a visual summary of your post. They share the information from your blog post in an appealing way. Infographics are especially effective if you have a lot of data in your post. They’re a great option for highlighting the major points you want to get across.
3. Refresh and repost old posts
You might have blog posts that are fantastic but out of date and no longer completely accurate. This doesn’t mean you shouldn’t repurpose the post, you just have to give it a refresh. Find the posts that performed the best in the past and post them again. The same is true for social media. If you have a post that received a lot of likes and shares, change a few details, and post it again. You may think sharing the same content to the same audience is ineffective, but it doesn’t have to be. Repurposing content can reach new audiences in different time zones or on different platforms.
4. Create a podcast or video series
A lot of people prefer content that they don’t have to read. To reach anyone in your audience that feels this way, create a podcast or video series. They are one of the most effective repurposing methods because they provide a whole new way to connect with your audience. Using old blog posts as a script for a video or even as a starting off point for a discussion on a podcast is a great way to repurpose your content.
5. Host a webinar
A webinar allows you to discuss a topic and engage with your audience. Repurposing content from blog posts is a great idea for a webinar. You can add visuals and create an entire presentation. If your webinar will be discussion-based, your blog topics are a perfect jumping-off point.
Repurposing content saves content creators so much time, and it has many benefits for SEO, reaching new audiences, and more. Remember that one blog post can turn into dozens of different pieces of content. Keep adding value to your original content by repurposing.