Repurposing content can save valuable resources, such as time and money; it ensures you get the most out of your content creation efforts and enables you to reach new audiences. This post will explain what content is best for repurposing and suggest 5 of the best ways to repurpose old content so you can get started right away!
What content is suitable for repurposing?
Only some of your old content will be suitable for repurposing, and simply recirculating the same content over and over is likely to harm your content marketing efforts. So, be smart about the content you repurpose.
Look to repurpose content that is still relevant and valuable to your audience. This type of content is called evergreen because it is not time-bound. In addition to evergreen content, a good tip is to check your analytics to see what content performed well in the past. You could repurpose some of this content or use the data as a guide for the type of content your audience engages with and work from there.
Perhaps you have some content that is almost evergreen but could be updated to remove outdated references, links or phrases. Updating old content is a quick and easy way to create something fresh. Similarly, you could use the bones of old content to create something similar in a different format.
1 – Create infographics from blog posts
Infographics work well on social media platforms such as Pinterest, Facebook, Instagram and Twitter. People tend to engage much better with visual content on these platforms than with written content such as blog posts.
Take some of your informative blog posts and use the key takeaways, data, how-to steps or research findings to create an engaging infographic. You can then share this on all your social platforms, helping you to reach new audiences with the same information.
2 – Create Videos from written content
Video content generates more engagement than text-based content. If you have great informative articles, guides or whitepapers, consider creating video content from these to help boost your reach and engagement.
You can create videos such as step-by-step tutorials or educational content by taking the key points from your written content and using these to form the basis of your video. Your video content doesn’t have to be long; short videos can do well on social media platforms, where it can be harder to keep people’s attention. Perhaps create a series from one article, or upload a daily video tip. Platforms that work particularly well for video include TikTok, YouTube and Facebook.
3 – Convert content into gated content
If you have created a lot of content in the past in the form of videos or blog posts, you have probably amassed a wealth of information. Dig into your archives to see if you have content you could turn into a more in-depth and valuable piece, such as an ebook or webinar.
You can enhance your marketing efforts by collating the information you already have into an in-depth piece of content that provides substantial value to your audience. Turn this content into gated content, which requires data capture to access. This can help you grow your email list, audience and potential leads.
4 – Create audio content from videos and blogs
Many people like to listen to audio content while doing tasks that require their attention, such as walking, running or driving. You can reach a much wider audience by converting content from other formats, such as videos and written content, into audio content.
Consider creating a podcast and using the information you already have from evergreen content to form the topics for a series. You can share your podcasts on many different platforms, but some of the most well-known include Spotify, Apple Podcasts and Google Podcasts.
5 – Repurpose written and visual content into email content
If you don’t already have a periodic email newsletter, consider using some of your evergreen content to get you started with this. Email marketing is a great way to engage with your audience regularly, grow brand loyalty and generate more leads.
If you follow the above tip and create gated content, you can begin to grow a highly targeted email list. Create a weekly newsletter using some of your best-performing past content to get you started. You can enhance this by adding giveaways or special discounts to entice people to visit your website or social media pages.
Hopefully, these suggestions have inspired you to repurpose your old content. This is a great way to reach new audiences while saving precious time and maximising the return on your efforts!
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