What is Repurposing Content in Marketing?

typing blog content on old-fashioned type-writer.

We all look for ways to save time and money, and we want to get the most out of our efforts once we create something great. One way we can do that in the business and marketing world is to repurpose content.

There are two major ways to make the most out of your content. The first is to repurpose older content and republish it with up-to-date information. The second is to make the most out of your new content by repurposing it across all your platforms, including social media, blogs, email and more.

Repurpose Content for SEO by Updating Dated Content

Taking information from an old post, article, research project or other work can help give it new life and provide your audience with great information and relevant content. After content sits for a little while, it can be time to brush it off, freshen it up, and put it out there again. In other words, repurpose it. Sometimes, your content will only need a few tune-ups before it is ready to roll again, and you will save time and money by not having to research and create completely new content.

So how do you know if your older content is worth repurposing? To answer this question, you will need to look at your data. Run the analytics to see how many views your page is getting, and what the trends are showing. See what people are searching for and what they want to know about, and figure out how you can best answer their questions. Consider if your content is still relevant to what your audience wants to know. Is it evergreen? Or has it already wilted?

Evergreen content is important for any site to have, and it is some of the easiest to repurpose. It is always relevant, so it is usually a prime candidate for updating and repurposing. In order to get the most out of your evergreen content, do some SEO research first to make sure you are still using the most effective keywords.¹

Blogs are a popular source of evergreen content. A good way to repurpose blog content is to round-up past posts into a “how-to” guide or “best-of” collection. These can be turned into an article, ebook, or even a new blog post.

Timeliness is everything when repurposing content. Consumers always ask, “Why is this important to me now?” so you have to answer that question beforehand. Maybe your content is seasonal, and it is that time of year again. Maybe there have been new developments in your field and you want to call your audience’s attention back to your products, services or information. Whatever the reason, you want to be careful that you are not just reposting the same thing, but you are updating your content and showing that it is still relevant.

Whenever you update content, make sure to update the references and anything that will show the age of your work. Also, be transparent with your audience. Let them know that this is an update to an older piece of content.

Repurpose Content on Social Media and Other Channels

The second major method of repurposing content is to take your newly-developed content and tweak it to work across a variety of platforms. Giving your content a new home can open it up to new eyes and new potential. Social media is increasingly important to today’s consumers, so being able to find relevant information on your social pages is critical to keeping the interest of your audience. That is why repurposing content from its original source to social media is a great idea.

Creating social media posts about your topic can provide some quick info, and can act as a teaser to your original article or post. Formatting your content to different social sites can make it more user-friendly and accessible to your target audience. Eye-grabbing stats make great tweets.² Well-designed infographics can work well on Pinterest. Play to the strengths of your content, as well as those of your social sites.

Using infographics is a great way to make your content pop across a variety of platforms and take your text content to the next level. The good ones convey information quickly and are pleasing to look at. Since 65% of the population considers themselves visual learners, infographics can be a great way to repurpose your content to really connect with your audience.³

Repurposing Video Content

Videos are a versatile media that can be utilized across a variety of platforms. Whether it be YouTube, Instagram, or wherever you post your videos, they are each likely to have unique audiences with different tastes and expectations. Revamping your videos by trimming them down or editing some information allows you to use the same base content for multiple posts.

When utilizing social media, it is important to be familiar with the strengths and weaknesses of each site and what its typical users are looking for. Users of different platforms will have different expectations based on what site they are on, and may be more willing to give you more of their time on one site versus another.⁴ Making the right post on the right site could be the difference between a potential customer engaging with your business or scrolling past your post.

How to Repurpose Blog Content

Many businesses use blogs to keep their customers informed on what they are doing. Your blog probably has some great content, but you want to make sure that it is getting as much exposure as possible.

Your solution to this problem is to repurpose your newly-minted blog content for a new format. Consider turning your best blogs into vlogs or podcasts to play to the needs of your audience. You can also turn some of your most intriguing blog information into social media posts. Take smaller tidbits of information from the blog to create your post, but remember to link to the original article.

Figuring out what content to repurpose and when to do it can be tricky, but it can definitely pay off in the long run. Repurposing content makes it easy to keep your name relevant without getting overwhelmed with always having to create something new. Following these best practices will give you a place to start with repurposing your content.

1 What is Evergreen Content? – Wordstream
² 11 Genius Ways to Repurpose Content – Wordstream
³ How to Repurpose Content to Maximize SEO Impact – Fatbit
⁴ 11 Clever Tips to Repurpose Content – Sproutsocial