Both our team at Contentoo and the talented pool of freelance copywriters that support our clients love repurposing content. Creating valuable website content, engaging and insightful blogs, informative and illuminating e-books and then adapting them to suit a new audience, fit a different format or simply refresh them for today’s reader offers a number of important benefits for your brand and your audience. So, if you want to optimize and amplify your content, boost your promotion and target new leads – all while saving valuable time – you’re in the right place. Read on for top tips on ensuring you can reuse your content over and over again.
This blog will cover:
- What we mean by repurposing content
- What are the benefits of repurposing content
- The best ways to repurpose your content
- How to decide which content to repurpose
What is repurposing content?
It saves you time and money
What are the benefits of repurposing content?
It helps you reach a larger audience.
Today’s customer wants to consume content in their preferred format. Some will be more interested in a downloadable guide and others will be more likely to engage with a video how-to. Adapting your content to different formats helps you reach both groups in a medium that suits them best. You can also modify your messaging to address particular pain points, answer questions for leads at specific stages of the customer journey or to resonate with different buyer personas.
It boosts your SEO
Publishing quality, original content in a variety of formats, based around specific keywords shows Google et al that you are a credible source which should help to boost your position in the SERPs.
It breathes new life into old content
It reinforces your messaging
Devising new and useful ways to strengthen your messaging increases its potency and demonstrates you know your stuff.
Looking for inspiration? Check out some content lessons from Apple.
What are the best ways to repurpose your content?
Decide which content to repurpose
The first step is identifying the content that would benefit from a marketing makeover. Here are a few tips to get you started.
- Check your website analytics and identify the landing pages that have brought in quality traffic. You’ll want plenty of unique visits with a good amount of time on page. You can repeat this activity with your YouTube channels and social media analytics.
- Do an audit of the topic clusters on your blog. Are there any that would benefit from an update or are there articles that have become relevant again and could just use a refresh?
- Take a look at the content that isn’t performing well. Perhaps a new format would help it to hit the right note, or maybe it needs trimming down or bolstering with some original research or fun infographics.
Work out which format to convert your content to
The right format to update your content to will depend on your goals, your topic and the needs of your audience. Here are a few ideas to get you started.
Blog post to e-book
Great blog posts whet the audience’s appetite for a topic and give you the chance to dip your toe in the thought leadership pool. A beautifully crafted e-book packed full of interesting research, checklists, useful explainers and so forth offers a valuable opportunity to show your reader that you are the go-to brand that can solve their problems and make their lives that bit easier.
Whitepaper to blog post
Whitepapers aren’t always the most enticing content format. If you have some meaty information to convey but need it to get the right traction on social media, for example, you could try the somewhat more entertaining and accessible blog format.
Webinars to video tutorials
Webinars have incredible educational value, so why not convert the content into a video guide? You could also incorporate any questions you received during the webinar broadcast to make sure it broaches all the barriers to sale.
Naturally, there are plenty more options out there; testimonials to case study and blog to podcast to name just two – but we hope these have given you some flavor of what is possible…
Think about the visual presentation
As any good marketer knows, adding visuals for the sake of it is a major no-no. However, you do need to make sure your content is attractive and that it grabs the attention of the reader straight away. Take a good look at both your high and low performing content and see if some interesting infographics could get your point across more effectively than the current copy. Or perhaps you could segment the text with some quotes or tidbits in a larger font to make it more scannable. Graphs can be good too, though make sure that they are easy to understand on smaller screens.
And so we reach the end of this high-level guide on how to reuse content over and over. One of the most important things to consider is keeping your content assets relevant – which means keeping up with trends. If you’d like to make sure your finger is firmly on the content pulse, take a look at our new report on the State of Content Creation 2022.
You’ll doubtless be able to tell how much we love content here at Contentoo. If you would like to chat about your current strategy and goals, please get in touch. We would love to help.