What is content repurposing?

Whether you're a small business owner, a corporate blogger, or a freelance writer, chances are you're creating content. And in today's digital age where content is king, there's a good chance you'll be creating a lot of it. Sometimes, to stay competitive and relevant, businesses and individuals repurpose their content for different mediums. 

But what exactly is content repurposing? It's essentially taking your existing content and strategically editing it so that it works better on various platforms—from social media sites like Twitter to email marketing newsletters. You can edit anything from an image or video to text content when it comes to repurposing material. 

To succeed with content repurposing, follow these best practices.

  • Useful hashtags in addition to search terms when publishing posts on social media
  • Include links within posts back to more information about your topics of interest
  • Post frequently across multiple channels with regularity
  • Focus on one topic at a time per platform rather than flooding users with irrelevant information all at once via Facebook, Twitter, etc.
  • Connect with other brands whose target audience matches yours using #hashtags. useful hashtags in addition to search terms when publishing posts on social media
  • Include links within posts back to more information about your topics of interest
  • Post frequently across multiple channels with regularity
  • Focus on one topic at a time per platform rather than flooding users with irrelevant information all at once via Facebook, Twitter, etc.
  • Connect with other brands whose target audience matches yours using #hashtags.
  • Tweet several times per day if possible

The goal is engagement and interaction, so experiment until you find what works best for you and your audience/ readership/ consumer base. Scheduling social media posts is a great way to plan your content out in advance without disrupting your day-to-day work schedule! 

Again, experiment until you find a schedule that fits into your lifestyle and personal style.

Why Is Repurposing Content Important?

In a world where millions of people publish millions of new pieces of content every day, standing out from all of that noise is more important than ever. One way to do so? Repurpose your old work into something new and interesting. 

This isn't a new tactic by any means. Some researchers say that as much as 40% of what we consume online is republished from older content – either because it was shared multiple times or because it has been slightly modified for different audiences. 

Indeed, you can't go wrong with recycling – but there are ways you can make your old content work harder for you without having to reinvent the wheel every time. Let me show you how. Here are four easy techniques to get started right away: 

(1) Make an Infographic; 

(2) Cut Down Your Longer Pieces; 

(3) Craft Original Research; and 

(4) Write An Evergreen Article.

A few notes before we dig in: I want you to feel comfortable using your language on these ideas since one size does not fit all when it comes to achieving great results. 

Note on #1: As detailed above, infographics are easier than ever before to create with free tools like Canva or PicsArt. And you can share them easily across social media platforms because they're highly visual and make for quick reading. 

For example, take a look at Visme’s list of 101 infographics for beginners. How many people got to that page by searching for infographic ideas - do you think? How many people saw an infographic somewhere else and wanted more information? 

Infographics are easy to write too! They don't require very much research so they're a good place to start if repurposing is new territory for you.

Note on #2: Longer pieces can be cut down into shorter posts by creating different sections in your piece based on key takeaways from your main topic area. If you have five points that need to be shared, break each point into its short post while linking back to your main longer piece. Each section should still have its unique introduction and conclusion so readers know where they begin and end within each post. 

You can still add images, videos, or other media elements if appropriate but keep them consistent with what was created for your original piece of content rather than adding in brand new ones just because you changed things up for repurposing purposes. 

Example: If there was a photo used in your longer piece that might work well as a header image for your shorter post then use it again even though it may mean changing some aspect (the size) slightly during the resizing process to preserve quality.

The Benefits Of Repurposing Content

Having a sound repurposing strategy in place makes your content work harder. When people find one piece of your content valuable, they will be more likely to share it with others, increasing exposure and driving traffic back to your site. 

This is especially helpful when using social media sites such as LinkedIn and Twitter for business purposes. If you create a piece of content regularly, there's almost no limit to how far it can spread—and that means greater brand awareness and popularity for you. Not to mention it saves you lots of time because these pieces already exist. 

You've done all the work; now give yourself some credit!

But not only does reusing old pieces save time, but it also helps you address multiple different audiences at once. For example, let's say I make an infographic about How Ice Cream Is Made. Great, everyone loves ice cream—except maybe nutritionists. 

But I also know that my fellow crafters love making things out of recycled materials like soda cans or scrapbooking supplies (again not me), so I could then use that same infographic to show crafty bloggers how they could upcycle their soda cans into homemade ice cream containers instead of recycling them by making them into art projects for themselves or their kids.

Theoretically, I might even pick up a few more readers along the way since repurposed content reaches far and wide and can be shared among many groups of people.

You've all heard of infographics, right? Infographics are pictures representing data in an easy-to-digest form. If your site is geared toward people who want more data on a subject they read about in another post on your site or somewhere else on social media, you can simply pull together some existing information with charts and graphs to get additional value from previous work. 

This highlights how valuable repurposed content can be for your business. Of course, it goes without saying that if someone wants just plain text instead of pictures, you should have that available too! After all, everyone likes things their way—and that's why repurposing content works so well!

But let's say that you're not sure what type of content someone would like; why not try out both formats?

This creates flexibility for readers when it comes to consuming the information they need and also allows you to demonstrate how much time (and thus money) writing can save because sometimes nothing but a statistic will suffice when pointing out something important in less than 400 words.

Or perhaps your main point does require a three-part infographic series with corresponding posts for each part. That's okay too! 

If it takes more space or parts to get your point across, that might be indicative of an underlying issue in your business model.

It could mean that your company just isn't appealing enough to people on its own merits—that is, without funny pictures or cute flowcharts—so you'll have to figure out ways to improve upon what you've got going on before moving forward.

How To Repurpose Your Content?

If you’re like most people, you probably spend hours of each week writing content for your website. Whether it’s blogs, social media posts, or even press releases, your business can benefit greatly from having new material regularly. 

But did you know that only about 10 percent of what you create sees an audience? This is called Content Fatigue. The good news is that there are easy ways to ensure almost every word and image from your brand ends up in front of as many consumers as possible. 

The bad news is that it requires a shift in thinking. In other words, if you want maximum exposure from content that's already been created then repurposing needs to be a part of your strategy going forward.

To help you get started, here are some best practices when it comes to repurposing content:

• Be consistent with topics: It might seem boring at first but being consistent with content topics keeps more people engaged with your brand.

• Keep your information fresh: One of the best ways to do that is by providing high-quality and helpful content (if something applies). You should also update and rewrite any outdated information (no one likes outdated information). 

By keeping all of these things in mind while you write new pieces, you can provide your readers with more value than they would get otherwise. Ultimately, repurposing makes sure that even though you’re not writing a ton of new stuff from scratch every week, it still feels like a lot is going on. It's a win-win for everyone!

• Put a plan into action: Repurposed content doesn't just happen - there needs to be a process behind it. The first step in getting started with repurposed content planning is making sure you've got an editorial calendar where you're going to layout topics or items for each month ahead of time. From there create an outline that breaks up topics based on what kind of resources or graphics are needed to complete them properly. 

With a detailed plan, creating new posts becomes significantly easier and will save you from scrambling at the last minute. A last word of advice if you want to succeed at repurposing your content; Don't put all your eggs in one basket! 

This means being active across multiple social media platforms, writing different types of blogs, and reaching out through different press outlets. 

You'll get more mileage by using a combination of content marketing strategies so your brand isn't limited solely to one outlet or type of post! When used correctly, repurposed content can have huge impacts on your business and quickly too! So go ahead and get started today, it's time to start reaping some benefits from all those hours you spend writing new stuff! 

Benefits of repurposing content

Your efforts don't have to come down to zero after publishing once. That's because when you use certain strategies you can reuse any piece of content over and over again, giving your audience constant access to fresh information they love. 

Not only does something like that help keep engagement levels higher but also keeps readers coming back even when you don't have anything new available! 

Many times people visit old articles simply because they know they'll find something interesting every time they do so. It's not hard at all to see why other businesses might consider offering their audience these same kinds of benefits all it takes is a little prep work and dedication. 

How to repurpose your content?

There are tons of ways to transform pieces of written text into something else entirely while still maintaining their essence. We've highlighted two main approaches below along with examples for each so you can get started right away! 

Now let's get ready to take things up a notch, the key here is to pay attention to details both large and small.

If one element gets left out, everything else has no reason for existing either. Some of these can be applied to most forms of repurposing, but you'll want to try a couple to see which ones work best for you. 

1) By segmenting already-published content: If you have individual posts or pages on your website dedicated to specific topics, then taking those as bases and adding onto them makes sense. In addition to supplementing existing content by building upon it further, you can also choose parts of those pieces that would make sense as standalone pages. 

For example, if you were to write about Content Creation from scratch, you could make a collection of tips specific towards gathering ideas plus another set revolving around putting words together. Then linking within each section back towards each category would give context without having made several long blocks of text beforehand. 

2) As a way to create new content: Taking pieces of text from one source and weaving them into something completely different is possible in a variety of ways. Take your original material, break it up into small segments, and then rearrange that into a list post, image collage, infographic, etc. Just because you've been using photos or videos to explain things in certain contexts doesn't mean you can't add in additional material to accompany it! 

Infographics are built with repurposing in mind since they encourage including screenshots or images from various sources.

Just pick out your favorite quotes or portions of text that resonate strongly with you and weave them back into an otherwise completely original presentation. 

Always have a plan - The first step to repurposing content is to always have a plan. Just because you’ve posted an amazing new piece of work online doesn’t mean it won’t be relevant in three months.

All it takes is one viral story or compelling post to lose your entire audience if you haven't created a system that allows them easy access to what you offer all year round. 

Consistency is Key - The key to success with content repurposing is consistency. If you can stay consistent, you can expect consistent results. Try to focus on posting at least one new item each week, but don't forget that great content doesn't have an expiration date so there's nothing wrong with posting older pieces that are relevant as well. 

In short, repurposing content is a big piece of your social strategy. The idea is to get your content in front of as many consumers as possible so you can grow an audience and ultimately drive sales. Repurposing your content requires a proactive approach. 

Don’t just copy and paste an existing piece of work into a new space. Instead, seek to change it in some way that will appeal to new audiences. Are you aiming for more shares? Then think of ways to link or pull in trending topics that will capture more interest than your original piece would have had on its own.

Best Practices To Follow While Repurposing Content

When writing content for one medium (such as your website), it can be difficult to know how you would adapt that same piece of content if it were to be used in a different medium (such as Facebook).

Here are some best practices you should follow when repurposing content;

  • Keep It Short: If you are planning on repurposing content for print, remember that you have two very different options at your disposal. You could either create more lengthy pieces with more detailed information, or short-form pieces with minimal detail.

    Both have their place, but make sure to consider who will be reading what type of content before getting started! For example, a long-form print may work better with B2B clients while a shorter form might appeal to B2C audiences better.

  • Consider The Medium’s Style: Each new platform will bring with it its voice and tone, so think about whether your audience prefers an informal tone over something more formal.

    Likewise, if you are repurposing content for social media then remember that posts that perform best tend to be a little shorter than other types of content. You can get away with a lot in a Twitter feed or Facebook post!

  • Think About Your Topic: Every topic has different mediums which suit them better. For example, business case studies work well on LinkedIn while animated videos might perform well on YouTube. Consider what you are writing about and where it would be most relevant before getting started!

As a general rule of thumb – if you have a hard time imagining something as a tweet or as part of a Facebook post then it probably doesn’t belong there.

  • Build In A Call To Action: If your content is being repurposed for another platform, don’t forget to leave room for those users who aren’t familiar with that medium. For example, if you are writing a long-form piece of content and publishing it as a podcast then you should probably also include a summary at the top of your piece as well as information on how readers can listen to it.

    Likewise, if you are creating something like an infographic – make sure you put a link in there somewhere for readers to go back and read more!

  • Think About Your Tone: When changing from one channel into another – or even just changing from one medium into another – remember that tone will play an important role in how effective your content will be! This goes without saying for things like social media posts which often have very different ways of communicating than traditional pieces of copy. 

    But you should also think about adapting both style and tone when repurposing content from one platform to another! For example, a long-form piece might work better with a formal and detailed tone while a more casual style might suit a shorter news update on Facebook. 

    Pay close attention to what works best with each new platform, and try not to force anything if it doesn’t feel right!

  • Break Things Up: If you are repurposing large amounts of text then consider breaking up your text so it is easier for people who read in short bursts such as on mobile devices or when using social media. For example, it is a good idea to include subheaders if you can! 

    These will help break up lengthy blocks of content into more easily-digestible chunks that are better suited for social media posts and other shortened mediums. They also make your content far more scannable! So try to use these frequently if they work with what you are writing about!

  • Use Links To Drive People Back To Your Original Work: It can be hard to draw new readers back to something like a long-form piece or white paper, but one trick that works well with long-form pieces is linking out towards them throughout shorter pieces.

    For example, if you are repurposing content on Twitter then consider making use of hashtags and @ mentioning to get your audience back onto your website and reading your original content! This helps keep people on-brand and gives them an easy way to find out more about what you have done in more detail. If you do include links then try not to overdo it! 

    Remember that social media has character limits which means you can’t fit very many words into a single post.

Conclusion

To get more out of your existing content, there are a few fundamental things you should focus on. Be deliberate with your topic selection, be strategic with your keywords and links, choose an appropriate format for each piece of content you repurpose, and focus on quality rather than quantity. 

And once you’ve made a plan for repurposing, don’t deviate from it.

Consistency is key in getting results.

Over time you will discover that not only does repurposed content attract new viewers, but can also attract high-quality backlinks that bolster your SEO strategy over time.