Content Marketing
September 25, 2024
Content creation is one of the most demanding skills, especially for marketers who strive to maintain a high standard.
If you are in content marketing, I am sure you probably have experienced the rollercoaster of its performance, some pieces exceed expectations, while others fall short despite giving the best of our efforts.
It happens and this unpredictability is an inherent part of the marketing space, and it’s crucial to consistently deliver top-notch content!!
And then after all the hard work, there are instances when you might feel that your content isn’t receiving the attention it deserves.
This is where content repurposing can help, offering a strategic approach to maximize the reach and impact of your existing materials.
In this read, we’ll look into the concept of content repurposing, explore its significance for marketers, and see some effective techniques to implement this strategy for your brand.
Let’s get started!!
Understanding the fundamentals is crucial here. Many would think that it’s just trimming your content to fit different platforms, but that’s an oversimplification that won’t yield the results you’re after.
Content repurposing is the skilful art of taking a single piece of information and transforming it into various content formats to reach and engage new audiences.
This approach isn’t about rehashing old ideas; it’s about breathing new life into valuable content that you already have and presenting it in fresh, engaging ways.
Using this strategy, you’re effectively extending the lifespan of your content and squeezing every ounce of value from the time, effort, and resources you’ve invested.
To give you an example, one of the old-school method of content repurposing is converting a Blog post into YouTube Video.
Here’s a table to make you better understand what content repurposing is and what isn’t.
Alright, now we know the basics of content repurposing, let’s see why it is important.
Different people consume different types of content. Some spend most of their time on forums, while others prefer short video content. As a result, they gravitate towards different platforms. Creating content in their preferred format can attract new visitors.
Over time, working with various brands, especially in the SaaS industry, I’ve realized that when you repurpose content, people tend to search for your brand on search engines.
They want to learn more about that brand. For example, templated, an API platform to automate image and PDF generation is very active on Reddit, and their brand name searches saw a surge from that activity.
See their recent post on a subreddit,
Although the founder not selling his product, just sharing his brand story, still people search for the brand name and this helps his brand overall.
If you’re repurposing your content through a blog post, you’ll link to it via every post on every platform. This way, when people visit your blog post, it increases the chances of indexing the content further. Although it’s not a direct ranking factor, it does help when you keep this cycle in process.
Imagine seeing the same brand on every platform! Wouldn’t that be great for your brand?
This way, you can create a buzz around your brand, and more often than not, it succeeds. Big brands follow a similar strategy; they follow along with you everywhere you go.
I’m not saying you should do this from the very start of your content repurposing, but at least have a clear roadmap and include it in your future plans.
Further Read: How To Build Brand Awareness through SEO
You’ve already built the best content for your audience, investing all the effort and time to create content that’s perfect in every way, so why not utilise it?
There could be more benefits of repurposing the content, but I have listed out a few. And more so not, the execution that goes into the repurposing is more so not very hard, but you need to be creative at every step.
Now let’s look at some ways how the content you already have can be used.
Blog posts are a wonderful way to keep running your content marketing. People like reading blog posts that are correctly formatted and are easy on their eyes.
But, let me pause here for you for a second and ask a question.
Do you remember the last movie you saw or maybe a series on Netflix?
I think you do remember, just like me. But do you remember the last piece of content you read for educational purposes?? It’s tough to recall something, right?
Well, I am not saying that you should always make a video, but some people love watching and reading, some categories only love to watch and then people only like to read.
Building a video around a topic helps you cater to a larger audience and that is the wholesome purpose of making a video from a blog post.
So linking to your blog post from video and video to blog post is also a nice way to keep your users interested and give them a perfect format for whatever they might have the mood to do.
For example, one of the blog posts I follow is analyticsmania, he sells courses around Google Analytics.
In most of his blogs, he embeds a YouTube video on the same topic, just like something below.
With recent Google updates supporting forums and user-generated content in SERPs, it has become harder to rank for keywords. However, you can leverage this by repurposing your existing blog content on Quora.
If you have a blog post on a related topic and a Quora question is ranking in the top 10 results for your particular keywords, you can write a detailed answer to that question. If your answer is truly comprehensive, there’s a good chance it will receive upvotes and eventually become the top answer that appears in search results.
Keep a few things in mind: If you’re new to Quora, you won’t be able to link back to your web property or pages immediately. However, as you build your profile, you can add links to your website in your bio.
This strategy allows you to tap into Quora’s search visibility while repurposing your existing content, potentially driving more traffic to your website and establishing your authority on the topic.
This is one of the questions I wrote an answer for, it was ranked among the top 10 results of Google.
The answer was descriptive enough that eventually, it became the first answer as soon as you open the page and see the number of views it gained within span of 3 months.
The best way to do this is to record every test you make and share it via statistics. Suppose you ran an A/B test on one of your product pages regarding the best CTA.
You can record those stats and then share them via a visually appealing infographic or similar format. This approach produces two-way results for you: first, you optimize for your purpose, and second, you share with your audience to help them better understand what’s happening in your industry.
By documenting and presenting your test results in an engaging visual format, you’re not only gaining insights for your own business but also providing valuable information to your audience. This strategy can position you as a thought leader in your field, offering real-world data and insights that others can learn from and apply to their practices.
Consider turning interviews or old blog posts into guest posts for other sites. Guest posts allow you to tap into new audiences and share your expertise more broadly. By converting a well-received blog post into a guest post for a relevant industry blog, you not only extend its reach but also strengthen your brand’s visibility and authority.
Interviews are a great content format for blogs. They’re relatively easy to create – you can simply reach out to industry experts with a few questions via email.
Editing is straightforward, often just involving some copying and pasting. Plus, these pieces tend to get good engagement as the interviewees often share and promote the articles they’re featured in.
You can take these interviews and transform them into a new format, like an expert advice ebook.
This approach allows you to reuse the same valuable content in a different medium. It’s a perfectly valid strategy – some readers prefer ebooks to blog posts because they can easily download and read them later. Additionally, your new ebook might catch the eye of people who missed the original interview series.
By repurposing your interviews this way, the repurposed content extends the life of your original work and potentially reaches a new audience. It’s a smart way to get more value from the work you’ve already done, without having to create entirely new content from scratch.
Infographics have become a popular content format. They’re visually appealing, informative, easy to digest, and highly shareable.
While some infographics can be major projects requiring extensive research and design, not all need to be so complex.
You can start with a simple but informative graph or chart and enhance it visually. Think of it as giving your data a makeover.
Free tools like Canva or Piktochart can help you add some visual flair to your information.
The key is to ensure your initial data or graph is solid and accurate. No amount of visual enhancement can make up for poor or incorrect information. It’s like trying to build a great structure on a weak foundation – it just won’t work in the long run.
Transforming your existing data into infographics, you’re presenting the same information in a more visually engaging format. This can help you reach audiences who prefer visual content and can make your data more shareable on social media platforms.
So you’ve got a blog post full of cool stats about your industry. That’s great, but why stop there? You can squeeze more juice out of those numbers by turning them into tweet-worthy bites. Here’s how:
By breaking down your stats post into tweet-sized chunks, you’re making it super easy for people to share. And let’s face it, the easier it is to share, the more likely folks are to do it.
Think about it – if you’ve got 20 stats in your post, that’s 20 ready-made tweets right there. It’s like getting a whole bunch of social media content for free.
Those stat images? They’re gold on Twitter. People scrolling through their feeds are way more likely to stop and look at a nice picture with a quick fact than a wall of text.
This trick helps you get your info out to people who might never have seen your blog post. It’s all about making the most of what you’ve already got and spreading it far and wide.
I’ve gotten into podcasts since I upgraded my car radio. They’re great for making use of that dead time when you’re driving or doing chores.
If you are thinking about starting a podcast but worried you don’t have a radio-ready voice? No worries, you can find someone with a great voice on Fiverr for pretty cheap.
Now, Fiverr can be a bit of a wild place. You’ll see all sorts of weird offers there. But among all the noise, there are some real gems, especially when it comes to voice talent. For just a few bucks, you can get someone to read your blog post out loud.
Just like that, you’ve got yourself a podcast! To make it work better, try tweaking your blog post to sound more casual and conversational before you hand it over to the voice actor.
These content repurposing tricks can help you squeeze a lot more value out of your work. Before you know it, you’ll have so many different versions of your content, that it’ll make those endless “Keep Calm” variations look sparse in comparison.
Content repurposing is a better way to keep getting visitors to your business. If you are not doing it today, you will soon realize how important it is. It’s just a smart way to present the same thing in a different and likeable manner.
Just to give you an example, McDonald’s is in the USA and in India too, however, if you order the same thing from there and here, you will realize that they taste very different from each other.
Why?
They optimized the taste for their audiences, and that’s what the concept of content repurposing is. Know your audience, see where they hang out and keep delivering them the way they prefer it.
The strategies discussed here, often called content recycling, ensure that your valuable insights and information continue to serve your marketing goals long after their initial publication. Embracing content recycling is not just about reaching more people; it’s about maximizing your content’s potential and efficiency.
I hope you understood the concept of repurposing, there can be more ways via which you can repurpose your content.
If you do like this blog post, do share it with your fellow marketers!!
