11 Creative Ways to Repurpose Content So That You Save Time and Money
The ongoing requirement to provide content is one of the major issues marketers face these days.
It’s seemingly never-ending.
And consistent content creation might take a long time, depending on the size of your business or how busy your agenda looks.
Evergreen content is, for many of us, a key component to improving your online presence and digital marketing KPIs.
In this article, you’ll learn how to make the most of your existing content marketing efforts by learning the best creative ways to repurpose content.
What’s Content Repurposing in Digital Marketing?
Repurposing content involves taking one kind of content and transforming it into a different format (i.e. a new way to present the exact same information in a way to reach a wider audience).
The fresh information is then often shared on social media or used for other initiatives, such as lead magnet campaigns to grow an email list.
Repurposing existing content might include a change within the same family of content types (such as turning a blog post into an ebook), or into a completely different format (for example, turning a long-form article into a podcast).
In short, this popular strategy helps marketers and content creators to "stretch" their efforts and improve their ROI, without continually having to undergo topic ideation and research (which is typically quite time consuming).
So whether you're a marketing manager, agency owner, or the person in charge of the digital strategy at your company, chances are you've spent more time and money than you'd care to admit on content creation.
Let’s get right into it.
Benefits of Repurposing Content in Digital Marketing
Making content for your company's digital marketing might seem daunting.
In an (online) world, where content is king, you’re probably aware by now of the ever-expanding need for content.
Be it a library of blog posts, videos, podcasts, e-books, digital presentations, webinars, infographics, etc. The need for content is seemingly never-ending.
But it shouldn't be this difficult. Repurposing content is a great way to engage your audience and deliver value.
Creating content from scratch is hard enough as it is. And you probably have more important things to do.
By repurposing your content, you can revamp existing popular topics by adding new information to what you’ve already created.
In addition to helping you keep a regular schedule of publishing fresh material without having to start from scratch, repurposing content will save you a great amount of time.
Helps you reach a new audience
Not everyone enjoys the same media when it comes to consuming material. For instance, while some like to watch a video or listen to a podcast, others prefer to read data.
You may increase your audience engagement and reach by reformatting your material to use it on a variety of platforms. So repurposing your content is an easy way to help your content reach new audiences.
Boosts your SEO efforts
When you create several pieces of content on the same subject, you have more chances to target a certain keyword. As a result, when clients use particular keywords and phrases, your business is more likely to appear in search results.
This also helps you be seen as an expert in your industry.
Allows you to repeat key information
The Marketing rule of 7 states that before making a purchase, individuals need to hear a message seven times. Repetition is key to ensuring that your message is understood.
And repurposing content is a fantastic way to ensure your audience is continually exposed to what you have to say, without it feeling repetitive.
11 Best Ways to Repurpose Content to Save Time and Money
Below are 11 creative ways to repurpose content so that you ensure your message is coming across.
- Turn blog posts into podcasts
- Turn internal data into case studies
- Convert case studies into social media posts
- Create an ebook or marketing guide
- Create an infographic
- Post user-generated content on your social media or newsletter
- Turn blog posts into an email series
- Reuse your blog content to answer questions on Quora (or to ask them)
- Create text transcripts of your videos
- Turn video transcripts into blog posts
- Repurpose by updating older/outdated content
Let’s deep dive into each of these.
1. Turn blog posts into podcasts
If you come across a blog post with content you'd like to expand on, turn it into a podcast episode.
Podcasts are gaining popularity every day, so turning your most popular content into one is a creative way to repurpose your content.
That’s because podcasts are also more accessible to people who prefer absorbing content on the go. This is perfect for people who do not want to read a full blog article, or that simply have no time for it.
2. Turn internal data into case studies
Case studies are a great way to gain credibility in the eyes of your clients. This means that you could (and should) leverage the numbers you acquire from social media, SEO, or traffic analysis to create a case study.
Adding on, you can try to provide further value by inferring conclusions from the evidence that you’ve gathered (i.e., help your audience understand what your data is about).
3. Convert case studies into social media posts
Don’t stop there. Now that you have a valuable case study at hand, why not share the results with your social media audience?
Case studies may be shared as social media updates, and you can make unique visuals to go with them. You can then redirect your audience to your website should they want more information.
4. Create an ebook or marketing guide
If you have a lot of valuable content or long-form blog articles on a certain subject, you may want to compile it into a thorough ebook or guide (and complement it with new bits of content).
Making an ebook is a fantastic choice for long-form blog content that is already popular or that educates your audience. You can briefly explain some of the most important aspects of your topic in your blog post and then suggest the ebook as a more in-depth analysis of the material you've written.
These can be published in a distinct section of your website, and you can then gate it so that visitors must enter their email addresses to access them. This is a great way to get targeted emails and grow your email list.
5. Create an infographic
Have a blog article with a lot of data or statistics? Think about repurposing it into an infographic.
Customers want visuals, so coming up with a summary of your posts' most important stats is a fresh, interesting method to give your material context.
These infographics may be used in the blog post itself, but also recycled and shared on social media.
Infographics are also a brilliant way to naturally get backlinks, as people will add them to their sites and link them back to yours, the source creator.
6. Post user-generated content on your social media or newsletter
User-generated content (UGC) can include everything from product ratings to singular tweets from delighted clients.
UGC is one of the best ways to gain your audience’s trust, as they can hear about your products or services directly from people who are using (and loving) them.
Make the most out of your UGC by repurposing it with your audience as much as you can.
7. Turn blog posts into an email series
Combine email marketing with blogging by using blog articles as promotional emails, especially if you use them to educate customers.
For instance, if you have a long-form blog article that is highly informative, consider breaking it down into digestible formats and sending each part in small chunks to your email subscribers.
By the end of the email series, you can redirect your readers to the full-length blog post so that they can save it for later.
8. Reuse your blog content to answer questions on Quora (or to ask them)
Repurposing information on Quora works very well to grow your traffic. So if you’re not doing so, this is your wake-up call.
If you're unfamiliar, Quora is a website where users often post questions and receive responses from others who might know more about the topic at hand.
Although many of the queries are "just for fun," many content creators provide their professional skills as a means to attract an audience.
The best answers are the ones that (you guessed it) provide the most informative replies (but, as you may imagine, in-depth replies may take a considerable amount of time).
That’s why we recommend transforming the content of your blog entries into insightful responses to inquiries from the public.
9. Create text transcripts of your videos
With the ongoing rise of video content, you might be surprised to know that there are still people who prefer to read a text rather than watch a video.
So making transcripts is one of the simplest methods to guarantee that your webinars and videos are available to everyone.
You can further repurpose your content by transforming your transcript into subtitles for your videos. Win-win-win.
10. Turn video transcripts into blog posts
Another way to take advantage of your transcriptions is by repurposing them into blog articles.
A transcript of a scripted video that has a logical flow will probably require a small amount of editing before it can be turned into a blog post.
This means formatting it into smaller chunks of paragraphs, adding images, and optimizing it for SEO.
11. Repurpose by updating older content
Could you update a few of your earlier blog posts? The answer is probably yes.
Perhaps you have fresh information that could add value to blog posts that are losing rankings.
So take your previous posts, edit them to add more value, change the date, and then republish it. You shouldn't have to completely revamp these; simply make sure that they speak to the audience of today.
Finding your best-performing blog posts can be done by quickly diving into your Google Analytics.
Adding on, to boost the likelihood of producing leads, it's also worthwhile to think about upgrading (or adding new) calls-to-action to articles that are still receiving traffic.
Ready to repurpose content to make the most out of your existing material?
Take time to carefully consider what you hope to achieve with your new piece of content as you make a list of the best material that you’d like to reuse.
For instance, you might need to reevaluate how a visual is presented or what information should be included if it will be posted on Instagram.
Additionally, consider your customers' requirements and preferences while you create your freshly repurposed items, and don't be hesitant to try new things.
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Ana Palombini is the voice behind AP Copywriting, where she provides content marketing for SaaS, entrepreneurs, and marketing agencies. When she is not typing ‘till her fingers are numb, you'll find Ana watching Friends for the millionth time or having late-night sushi from her couch (or both). Say hi on LinkedIn or check out her website.