Sometimes, you create a piece of content that truly resonates with your audience. It is clear and to the point, has lots of supporting evidence, and is a truly wonderful representation of your brand and its values.
You share it on your social media, your website — everywhere you can. But then, once it’s out there, it has served its purpose and is now left to gather dust in your archives. Or is it?
An excellent way to pick out old pieces that you love and rework them into something usable for the future is to repurpose content. It’s a great strategy for updating pieces from the past, as well as alleviating some of the pressure to be constantly creating new content. Plus, sometimes you simply cannot say something better than you already have.
That’s the focus of today’s blog post. We will gather a few ideas of how to repurpose content in order to support your current content strategy, as well as continuously inform your audience.
Advantages to Content Repurposing
Besides simply saving yourself time in the long run, there are several great reasons to repurpose content. For example, putting the added time of content repurposing will often give you an SEO boost in the form of quality backlinks and targeted keywords, particularly as you try to get the piece in front of more people.
The revamped content also gives you an opportunity to tap into some new audiences, ones that you may not have considered in the past. Through the project, you can learn how best to target these secondary audiences so that you can more consistently reach them with new and repurposed content.
Along this same vein, it also gives your brand the opportunity to test out new media. For example, maybe you have a blog post with a strong message, and you want to share it in the form of a YouTube video. Even if you’ve never created a YouTube video for your brand before, you already have the content part sorted out. The only thing left for you to do is shoot the video and do some editing.
Repurpose Content #1: Create an Infographic
For nearly any topic you could write about today, there are statistics to help back your point up. And ultimately, they’ll help strengthen the point you’re trying to make. People are open to visual content, especially in today’s digital world. Brands find themselves competing over each individual’s time, so how can you give them the most information in the shortest amount of time?
According to a study by Contently, infographics reach around 54% more people than the average blog post. That’s quite a compelling reason to begin providing visual content.
Start by taking out some related statistics you already shared in your blog post or a series of blog posts. From there, it can be quite easy to utilize a platform like Canva to create eye-catching graphics for little to no cost to you. These can then be shared all over social media.
Repurpose Content #2: Put Together Email Newsletters
Email marketing is an area that continues to grow year after year, even with the rise of social media. And while you can’t conceivably send out the same newsletter week after week, it does serve as an excellent opportunity to revamp and draw attention to older content.
You might even play around with creating different themes for your newsletters, based on some of the topics you create content around. Once you have a few of these topics planned out, you can use a service like MailChimp or Constant Contact to put together a template, get subscribers, and put your voice out there.
Repurpose Content #3: Make an Ebook
Along the same lines as newsletters, if you have a lot of written content about a certain topic, why not put it all together to create an ebook?
Take some time to decide on what exactly your topic will be and then put in a little extra time for gathering research from verified sources. Add graphics and pictures, as well as quotes from other experts in the field. This will help make what you’re saying more credible, which in turn will boost your visibility in the space.
You may decide to give your ebook to a third party for design and editing, or you can complete this with your team in-house if you’re able to.
Then, it’s up to you how you want to get people reading it. Are you able to partner with Amazon? Are you going to giveaway ebooks in a contest? Decide what works best for your business.
Repurpose Content #4: Offer To Do a Guest Post
A great (and some might say essential) way to be a part of the online conversation is to actively interact with other voices in the space. This often goes beyond liking and re-sharing posts on social media, although this is important as well.
If you have a post that you think could be relevant to a brand within your sphere, reach out to them and ask if you can collaborate. More than likely, they will be happy for the free content and be willing to do a guest post for you in return.
Be sure to do plenty of research on the company and make any necessary changes to your original blog post, video, podcast, or whatever it is you may be sharing. If most of the branding and editing work has already been done for them, they will be more willing to incorporate the piece in their content calendar.
There are countless ways to use the content gathering dust on your website or social media feed. And with some new research and updated editing, this repurposed content can be a huge asset to your overall online strategy.
If you ever feel stuck with your content strategy, Vervology is here to help! Get in touch today to schedule your free consultation.