Repurposing content is a great way to increase your SEO (search engine optimization). It’s also a quick and low-cost way to boost your marketing. But what exactly does it mean to repurpose content? And how can you be sure you’re repurposing the right content correctly Well, you’re in luck! This is your complete guide to repurposing content.
What does it mean to repurpose content?
Repurposing content is a great way to keep your website fresh. Your content strategy’s main goal should be to produce evergreen content. Evergreen content is always relevant and will help your target audience find you online. And repurposing content helps you keep your online information current.
What is the difference between reusing and repurposing content?
Whether you’re writing white papers or launching a campaign on a social media platform, repurposing content can really bolster your content strategy. Repurposing content means refreshing information that you’ve previously posted. Conversely, reusing content just means that you’re reposting the same old information.
Repurposed content has the same core idea as your old content. But you can post it in a different format and with updated information. In other words, repurposed content is always better than reused content!
Why must repurposed content be transformed into new formats?
One of the best and easiest ways to repurpose content is to transform it into a new format. When you update the format, your audience recognizes that you’ve posted something new. This will also help new audiences find you.
An easy way to repurpose is to refresh an old blog article with new data or statistics. Once you’ve posted the new article, you can send out a tweet or Instagram story about it for quick, easy, and economical marketing.
How does repurposing content influence the content’s target audience?
People often look for new information online. This is one of the content marketing benchmarks you’ll need to keep in mind throughout your written content strategy. Basically, if your content is more than two or three years old, your target audience might not look to your website for information. And that means it’s time to repurpose!
Reasons to repurpose content
Repurposing content helps drive traffic to your website. And more website visitors leads to more business for your company. Here are a few reasons to include repurposed content in your content marketing strategy.
Why should you repurpose content to reach a wider audience?
When you repurpose your existing content, you increase your SEO. This helps your target audience to find you online. The more up-to-date information that you post on your website and social media platforms, the more people will find and visit your site.
So take that valuable content from your website. Consider starting a blog. Post on social media several times a week. And make sure your website’s static content is current. These actions will help increase your SEO and earn you more business!
Why should you repurpose content to achieve better SEO rankings?
Repurposing your content helps search engines like Google find you online and drive potential customers to your website. A search engine notices how often you update your website. And they like to see those updates! Don’t forget to stay current on SEO trends so you know what your target audience—and your new audience—is searching for.
Why should you repurpose content to diversify your content?
Search engines and consumers like to see a variety of content. This helps increase your SEO as well as your customers’ experience on your website. Here are a few different kinds of content to include on your website that’ll make search engines and your customers happy:
- Static written content throughout your site that doesn’t often change
- Blog articles that should be posted and repurposed frequently
- Video content, including a link to your very own YouTube channel
- Audio content such as podcasts or webinars
- Links to your social media platforms so your customers can see the valuable content across your Facebook, LinkedIn, Twitter, and Instagram accounts
Pros and cons of repurposing content
Content curation isn’t easy. But it’s very important! If you’re having trouble keeping up with your online marketing needs, you might want to outsource your content marketing. Your existing content is a goldmine, and there are plenty of advantages to repurposing it.
What are the benefits of repurposing content to reach a wider audience?
Your customers are online. Your target audience is searching for you. And repurposing your existing content can help them find you. When you repurpose your old content into a new blog or social media post, you cast a wide net and will reach more customers. And since you’re repurposing content as opposed to creating brand-new content, your content curation cost will be very low!
What are the disadvantages of repurposing content?
The main challenge in content repurposing is accuracy. Whether you’re producing written or interactive content, you have to make sure that your facts and data are current and accurate. You’ll need to keep an eye on your existing content to make sure that it is always up-to-date.
What are some unexpected benefits of repurposing content?
One unexpected benefit to content repurposing is that your knowledge and experience will grow. Maybe you’re not exactly an expert in social media marketing. But when you repurpose your content into posts for Facebook, Twitter, Instagram, and other platforms, you’ll be a pro in no time!
Types of content to repurpose
Just about every content asset on your website can be repurposed. Sometimes you just need to put your written content into a different format. You can even take your cornerstone content—the static, evergreen content that shows customers who you are and what you do—and repurpose it into different formats. You can repurpose just about anything as long as it’s accurate.
How can you determine what content is evergreen?
Evergreen content is always relevant. For instance, your cornerstone content should be evergreen. Although your company will grow and change over time, chances are that your company history and your mission statement will stay the same. Any content that will always be true—and is often timeless—is evergreen content.
What types of content are best repurposed for blog posts?
Every blog post on your website is a goldmine of content that you can repurpose. And you can turn just about any other content format into a great blog post, too! Think of your social media content and any videos, podcasts, or infographics you have. Each of these can be a solid foundation to repurpose for your blog.
Don’t forget about the importance of blog article proofreading. Make sure that each blog post is well written and free of typos. Put your best foot forward to your website visitors. After all, they are potential customers!
What types of content are best repurposed for social media?
Social media platforms are excellent ways to market your company. They are low cost and can reach a wide range of people. But social media content needs to be more visual and less text heavy. Think of infographics, pictures, and video links. You do have options here, but your social media platforms should have a lot more visual content than written content.
Ways to repurpose content
Your website probably has some high-quality evergreen content. You might even have an old blog post or two that could be repurposed. But how do you update this existing content to reach a new audience?
Whether you’re repurposing written, audio, or visual content, it’s a good idea to use a content calendar. A content calendar is a running list with target dates for you to stay on track with your social media posts—and can even help you create a new popular blog post!
What are the best ways to repurpose audio content?
Strong content shows your target audience that you are a thought leader in your field. Maybe you’ve hosted or been a guest on a webinar or podcast. You can repurpose this kind of audio content into a new social media post, blog article, or even an infographic.
How can you repurpose visual content?
Written content is great, but it can get a bit boring for your website’s visitors. So take a look at your old explainer videos—or even an old PowerPoint slide deck—to see what you can repurpose. Chances are you’ll find a healthy amount of evergreen content that you can repurpose on your website and social media platforms.
How can you repurpose content for better SEO rankings?
Your website and social media platforms need high-quality content. One of the best ways to repurpose your existing content and make sure it’s high quality is to research online and examine your social channels to find out what your target audience is searching for.
Keep an eye on current online trends so that you know whether to lean on audio content, visual content, or other methods. This will help you get the best return on your content marketing investment!
Your best and most premium content deserves to be refreshed. Think of your most popular content and determine why your audience liked it so much. Maybe it was an informative blog article or a funny social media post. Take the best aspects of your original content and reformat it to create repurposed content!
What are the benefits of reformatting content to repurpose it?
Reformatting your content is an automatic repurpose. You can take an existing content piece like your most popular blog post and turn it into a YouTube video or eye-catching infographic. This will look like fresh content to your audience—and to search engines! Reformatting old content puts you in front of a new audience and increases your SEO. And this leads to more business for you!
What are the best ways to reformat content to repurpose it?
Audio, visual, and written content can all be reformatted to look like fresh content. Some online editing services can even help transform some of your evergreen content into fresh content just by putting it into a different format. The goal is to have a variety of formats available for your audience. So inventory your existing content and see what you can change into a webinar, video, infographic, or blog post.
How do you know the best way to reformat your content?
Consumers’ expectations change over time. Sometimes people want to read more written content. Other times they’re looking for more visuals. Just keep an eye on Internet trends so that you know the best and most effective ways to reformat your content.
Updating repurposed content
You know that repurposing great content is an effective and cost-efficient way to market your products and services. Now it’s time to learn how to update it to draw attention from your intended audience and search engines.
Why should you consider updating repurposed content?
Old content needs to be refreshed from time to time. Most people and search engines won’t pay much attention to information that’s more than two or three years old. So that old blog post with lots of great information won’t help your SEO. But the good news is that you can update your old content with new visuals and data. This doesn’t take much effort, and it’ll drive more traffic to your website!
What are the best ways to update repurposed content?
There are a few ways to update your old content. Here are some ideas to keep your website and social media posts fresh:
- Review statistics and data in your industry. Use that information to continually update your long-form content like blogs, and post current information on your social media platforms! This will help establish you as a thought leader in your field.
- Request a guest post from a colleague in a related industry, or even a customer. Having a different voice on your website—even if it’s just updating old content—is a great upgrade.
- Put old content into a different format. Use the information from an old presentation slide deck or blog post to create a new video or infographic.
- Check out online writing resources for talented content creators that can update and upgrade your old content.
In what situations should you update repurposed content?
All old content needs to be updated. And anytime you update, you’re also repurposing! Be sure to audit your website and social media content at least once a year. Make sure that all facts are still accurate, and add a new flare every time you update, reformat, and repurpose.
How to market repurposed content and make it fresh
You’ve identified your best content and are ready to repurpose it. Now it’s time to really dig in! Here are some ideas to make your repurposed content fresh and exciting for your website’s visitors.
What are the best ways to market repurposed content to different target audiences?
Digital marketing is an important part of your overall marketing strategy. In order to make sure that your digital marketing is effective, you’ll have to understand what your target audience wants to see. Then you can repurpose your original content into fresh content.
Here are a few questions to ask yourself when determining the best way to market your repurposed content:
- Does your audience want to see more written or visual content?
- Should you focus on your website content, social media posts, or both?
- Will an influencer help your social media marketing efforts?
How can you modify your content marketing strategy to include repurposed content?
Your content marketing strategy should include repurposed content. It’s a low-cost but highly effective way to market yourself. You’ll need a partner with strong writing skills to audit your existing high-quality content and determine how to repurpose it into fresh content. And once they’ve done that, it’s easy to produce new blog articles, social media posts, and even videos!
What tools can you use to market repurposed content?
Every good marketer needs a tool kit. Fortunately, the digital marketing world is full of great resources! Here are a few tools that you should have, and that you can find online:
- Keyword research assistance to increase your SEO
- Graphic and web designers to create visual content like infographics and icons
- Social media influencer lists to help your new audience find you
Repurposing content is a great way to boost your marketing program
Repurposing content is a fantastic way to increase your SEO and marketing campaign. It can even save you time and money!
Elite Editing can help repurpose your best content effectively and efficiently. Visit our website today to find out how we can help!