Andy Pullen

Andy Pullen

28th March 2023

5 ways to repurpose content

Repurposing content is the practice of reusing all or certain elements of existing content and then refreshing it, which puts an entirely new spin on it to create something new for your target audience. Repurposed content is typically transformed into a new format (for example, turning a blog post into an infographic). 

The benefits of repurposing content 

A major benefit of repurposing content is that you don’t have to worry about creating new topics or ideas. You can simply use your existing content and turn it into high-quality content and then adapt it to a different channel. 

There are other benefits to this approach, including: 

  • You can revive interest in old and poor-performing posts. 

  • It helps you reach new audiences on other platforms. 

  • It presents new ways of engaging with your existing followers and you can target them through other channels or through email marketing campaigns. 

Repurposing blog content can also help you appeal to users with different needs. For example, turning text into audio or an infographic YouTube video. Creating graphics and other visuals can help you communicate with those with little or no time to read articles or extensive pieces of content. 

5 ways to repurpose content 

1. Turn a blog series into an email campaign 

Whether you’re a blogger or a business owner, you cannot underestimate the power of email marketing. This channel helps you reach your audience directly and you can utilise various types of content to achieve maximum engagement. An email campaign is a great way to mix different types of content, for example, you can display or provide links to social media posts, case studies and video content. 

As with any other form of marketing, you may not have enough time to create fresh content for your emails. Fortunately, if you have a series of engaging and interesting posts, you can adapt that content into an email campaign. 

2. Adapt videos for TikTok and Instagram 

If you publish videos on your website, Facebook or YouTube channel, you can further expand your reach by adapting them to other platforms. For example, Tick Tock and Instagram. The power of TikTok is undeniable. With over 1 billion active monthly users, its rise to the top cannot be ignored. But if you’re used to Instagram, it can be hard to incorporate TikTok into your content strategy. 

It’s important to remember that many internet users have a short attention span, so you’ll want to avoid posting lengthy videos on social media. If your marketing videos are too long, you can shorten or speed them up to make the content a better fit for TikTok and Instagram. 

To easily create short videos, you can use online platforms like Canva

3. Carry out a content audit 

A good way to identify weak and underperforming content is to carry out a content audit using tools such as Google Analytics and Google Search Console. Once you have the necessary webpage data, you can organise your content into these three categories: 

  1. Webpages which achieve the most rankings. 

  1. Webpages that have the potential to improve. 

  1. Webpages which perform poorly.  

Having this information allows you to know which content can be strengthened and which can be updated and optimised. 

Google Analytics can also be used to get a “landing pages” report. This will show you which pages are most popular amongst your audience. With this knowledge, you are in a better position to decide which topics will perform best as repurposed content for other platforms.  

4. Turning old current into relevant and current news content 

Drawing connections between current news stories and prior content is one way to repurpose what was already written and gain a deeper understanding of a topic. To keep content relevant, take evergreen content, make sure it's up-to-date and then tie it in with the calendar, the news cycle or even the changing seasons. 

Repurposing content allows you to make the most of the content you already have by turning it into something totally new, and these above suggestions are only a handful of ways you can do it. 

5. Improves SEO and can help you reach a new audience 

With repurposing content comes the inherent benefit of having more content online helps to improve your SEO (search engine optimization). The more pages of quality information you have, the easier search engines can recognise the content you provide as a credible and reliable source of information. 

Old content simply does not have the same reach as new content. Another important point to remember is that many of your audience will be a mix of visual and audio, so adapting your content to each and all is vital. 

Repurposing an old piece of content and displaying it in front of new and loyal customers will get more reach, especially if you’re utilising different forms of media can further expand your reach. 

If you would like help with your content and SEO strategy, get in touch with SilverDisc

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