Content is an essential part of marketing because it builds trust, raises brand awareness, generates leads, connects with your audience, and answers customers’ questions. Creating worthy content is vital for your brand’s success, and as a marketing specialist, you should create unique and to-the-point content. While creating infographics, blogs, videos, or ebooks, you should know that your content can have multiple functions. For example, have you ever thought of repurposing your content by turning your blog into a video or an interview into an ebook or Q&As into blog posts? In marketing, we call it repurposing, which helps increase the number of leads in a timely manner.
What is Repurposing and Why Do You Need It?
Repurposing content means taking existing content you used for one marketing purpose and reusing it for another one by either changing the blog’s format or reaching a new target audience.
Here are a handful of reasons why you should repurpose your content:
Save time and money — Instead of working on brand new content, which consumes both your time and money, you can repurpose the existing one. Sometimes, it is challenging to create something new and unique, or you just run out of ideas because of a busy schedule. Here is where you will need repurposed content.
Reach new audiences — The aim of content production services is to create content that maximizes reach. When you repurpose existing content, you can tap into new audiences. Some people prefer watching videos to reading long articles or blogs. Maybe you wrote something valuable before, but now people cannot see that. When you reuse it and share it across multiple channels in different formats, you bring back something relevant and worthy. Thus, by repurposing content, you can change its format to engage new customers and increase conversion rates.
SEO-friendly — Repurposing content increases online presence. You can raise brand awareness and establish credibility. Google trusts websites that have quality information on their pages. Repurposed content promotes SEO presence for your company. You can have multiple chances to target the right keyword, and posting repurposed content outside your site can allow getting a backlink for your site.
Here are five important ways to repurpose your marketing content to save time and money while driving revenue:
Decide What Content to Repurpose
Here are content pieces that you should consider reusing:
Popular content — You have written content that got many views, shares, and engagement. Browse your analytics to find out the most high-performing content you wrote, which became popular within your audience. Repurposing content that got the most traffic to your website is optimal since there are greater chances it will be successful.
Evergreen — Evergreen means content that is relevant regardless of the time. Even months and years later, people would like to see or read that content with pleasure. It is content that never loses its importance and interest. For example, when we write about breaking news, such as one celebrity getting married to another, it loses its value over time. Thus, repurposing that content and talking about it again will make no sense. While when you speak about how-to-guides, like how to eat healthily, it can be considered evergreen, because the need for that content is less likely to decrease over years. However, if you include statistics and facts in your how-to guides, they should be updated regularly to keep the relevance.
Break the Content Into Pieces
Let’s say you wrote a long blog post that carries information about different aspects. Using that evergreen content, you can break it down into small pieces of content. For example, you can reuse a long blog post and turn it into small daily posts on your social media channels like Instagram, Twitter, or Facebook.
Let’s say your blog was about living healthy, and you included the importance of drinking water every day. You can talk about each item that is essential for health in your social media posts. Or you can grab some quotes from your blog and do posts including those quotes.
Combine Several Pieces of Content
This is the opposite of breaking down the content into small pieces. In this case, you take multiple blog posts and turn them into an ebook.
Let’s say you have written seven blogs about different aspects of a healthy lifestyle. Now, it is your chance to gather all that evergreen and popular content and turn them into a long and informative ebook.
Use blogs that are common and relevant to one another, then decide what common points or similarities they have and bring them under one roof. To make it interesting for the ones who are your loyal customers, you can add some new statistics or facts or examples.
In this case, you cut down costs, save your time and bring back what has value.
Change Format of Your Popular Content
Taking your evergreen and top-performing content and turning it into different mediums that you will use on various platforms is an excellent way of repurposing your content.
Here are some ideas on which content you should change into another one:
– Vlog scripts into blogs
– Short blogs into a video
– Survey results into infographics
– Blogs into webinars
– Webinars into video tutorials
– Interviews into ebooks
– Blogs into podcasts
– Data into infographics
– How-to blogs into slide presentations
Update Existing Content
Sometimes, you may think that your existing blog lost its value after being published. But it’s not the case. You can repurpose the same content by updating it. If your content includes facts or statistics, you can make them current. Or maybe you can add more visuals such as images and infographics to enrich the post. Also, maybe your blog has a point that needs even more attention or details. You can expand the information by adding current examples. From an SEO perspective, you can consider changing subheadings in a more SEO-friendly way with specific keywords.
To conclude, repurposing is vital in getting more traffic and establishing trust. Choose your favorite repurposing way from above, and save your time and money today.
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