Given the sheer amount of time, investment, and effort that it takes to create great content, it is a shame that the fireworks don’t last long after you hit publish.
Or could they?
Repurposing content is one way that content marketers and business owners can use to keep their content (and investment) alive and relevant for their audiences and their businesses.
But should you invest into it?
What Does Repurposing Content Mean?
Repurposing content simply means altering a piece of content by switching up the angle from which the topic is originally discussed or changing the content’s format. There are many reasons why a business could decide to this, but one of the most common is the fact that your audience may require content in different formats.
For example, you could take an existing blog post and convert it from text format into:
- Audio by turning it into a podcast
- Video by delivering it over YouTube or some other video channel
- Pictures by turning it into an infographic.
You could even compile a group of popular articles into an ebook and use for other purposes.
Repurposing also allows you to deliver content in various formats at once for the convenience of your visitors.
Benefits of Repurposing Content
There are several benefits that come with repurposing content:
- Presenting One Idea in Multiple Ways: You content marketing really doesn’t have to end after you hit publish on that blog post. You can expand and express your research in many other ways that will boost your image as an expert: slideshows, video, whitepaper, free guides, podcasts, infographics, social media posts, and so on. One big idea; many different content formats.
- Shorter Content Creation Time Required: Imagine how long it takes to create a great piece of content. Now imagine having to do that every week over and over. You can avoid all that with repurposing. Repurposing doesn’t require you to start from scratch—you simply have to transform.
- Serve Multiple Audiences: People consume content differently. Some are visual learners who would prefer video or photos, while others are good old readers who prefer text. Others love to go in-depth while others prefer to skim over the main points. Repurposing content allows you to cater to different preferences in your audience by allowing you to present the same idea in different ways. That way, nobody gets left out.
- Cross-Promotions: Repurposing your content into different formats allows you to post and promote it across different channels. For example, turning a blog post into bite-sized chunks could allow you post and promote it to your audience on Twitter. At the same time you could present the main points as slides over Slideshare, and so on and so forth. Not only does this increase your reach, it also enhances your branding and increases conversion rates.
- Increased Content Longevity: The longer you keep your content in circulation, the more you can reap the return on your investment. So it makes sense to keep hashing out the main idea in new ways to reach new audiences and delight old ones.
Repurposing promises high rewards for minimal efforts, and you can start today. But if you would like some outside help to begin with, reach out to us today to learn how we can help you.