A Pro Guide on Repurposing Content


Sep 9, 2015


8 min read

Content Marketing is often looked at as difficult work for a lot of marketing agencies; it demands quality research, an in-depth understanding of the subject, and is time-consuming. Also, without professional guidance, rapid results are nowhere in the scene. Content marketing is a valuable asset to any business that is inclined to reach and communicate with its audience. In due process, we all gather piles of blogs, articles, and other formats of content that once prompted online buzz and were shared/tweeted extensively. It can be a good idea to leverage those existing contents to expand your current marketing endeavors. You can build a bigger network, diversify or modify your content, and by repurposing your content, you get an opportunity to reach out to a new audience altogether.

Professional content writers think like media makers rather than bloggers or online advertisers. In the case that we look to the standard media, we see this example of repurposing substance all through it. Repurposing content can be a big time-saver for content creators. It will help in boosting SEO, increasing your audience domains, and much more. One content piece can generate dozens of equivalent content pieces, each tailored to different social media platforms. Also, this way you can work better by creating content that can later be repurposed.

Let us first understand that repurposing content is diametrically opposite to revamping content. Knowing the difference between the two as well as your specific goals will govern your promotional strategies in a big way. A slight modification of the existing content, when done with an intention to target the same audience group, is called revamping content.

Revamping a particular content will serve the same purpose as it was previously intended. Consequently, it will target the same audience group. Content revamping occurs when you:

  • Create content that is designed to suit the initial purpose but polish it to make it more relevant and appealing
  • Reintroduce a previous idea by giving it new meaning, like adding recent developments
  • Return to a previous idea/concept and describe it from a different angle
  • Upgrade formatting and structure

In short, revamping a content piece is like publishing a new edition of an old book. You may modify the content and add aesthetic values to it, but, in essence, the book (content) stays the same and focuses on the same audience group.

Repurposing content is a broader concept. First, you intend your content to suit (and hence reach) different audience groups. So you are targeting a different readers’ section altogether. Second, since the different audiences will have different preferences, you will like to change the content’s format as well. That way you attract more potential customers from different stages of the buyer’s journey. Taking key contents from a PowerPoint presentation and creating a simple and attractive infographic can be a good example of content repurposing. Powerpoints work fine among tech-savvy professionals but repurposing it as an infographic will make it more user-friendly and will also add a visual appeal to it.

In a nutshell, when your intention is to reach a new type of audience group, you plan to repurpose your content.

So, how is repurposing the contents going to help your campaigns?

  • Supports SEO: Various bits of substance around the same point can create extra chances to focus on a fancied catchphrase. Also, on the off chance that you take your repurposed substance outside your site, you can get quality connections back to your site with the special reward of controlling the stay message in the connection.
  • Achieve another group of onlookers: By and large, your unique bit of content may have just made a sprinkle with one gathering of clients. Repurposing the substance for distinctive mediums permits you to meet a crowd of people untouched before. Multi-channel promoting … gives the content what our targeted audience is looking for, in all the spots they look.
  • Fortify your message:
    Redundancy can be a key piece of communicating something specific that sinks in. Marketing’s famous
    Rule of 7 expresses that customers need to hear your message seven times before they’ll decide on it. Repurposing goes far toward coming to this portion and approaches the audience from different angles, saying things in a new way altogether.
  • Increase extra authority: Distributed quality substance in a mixed bag of spots on a particular subject can help bring your profile up in the business and instruct others to view you as a special authority on it. It can attract a lot of fan-following and you shouldn’t be surprised if people take your word as an unquestionable statement.

How to Resuscitate Your Content?

Certainly, you will want to repurpose only content that has some value to your campaign/brand and that can still promise user engagement. The primary spot to begin to discover content worth repurposing is one’s website archives. You may be amazed at exactly how a lot of your documents qualify as evergreen. The two most imperative components for the evergreen substance are timelessness and in-depth quality. The agelessness of evergreen substance guarantees that it stays relevant all the time. The high quality of evergreen substance ensures that it gets user engagement.

Those blogs posts that are relevant and have furnished traffic to your website should be compiled together to have a rough idea of “what volume” of content is available for repurposing. You can have a look at your site analytics and find out the posts and pages that are the most popular. See if you can add anything relevant and attractive to posts that performed well. As you’re browsing through your archives, be aware of any topics or articles that you might be able to improve on. You can always add important changes and updates to make the existing posts fit for contemporary reading. All we should know is that presenting and distributing attractive and user-engaging content is a marathon, and consistency is a key strength. It demands resource, discipline, and time to work out an effective and strategic method, but there are also a number of ways to streamline your endeavor to help content perform better at a minimal cost but with the same effect.

Traditional And Modern Methods Combined

Content marketing and direct marketing may have different ways to execute their respective methods, but since they aim towards a singular goal, they can be combined as well. You can use some direct marketing materials like a press release or pitch deck for instance. remove the lengthy sales pitch from there and add other information, say the product’s USP. By turning the press release announcing a new product into a blog post that addresses the problem your product can easily solve, you are educating your potential customers and making them aware of other points of consideration.

Likewise, a pitch deck can be repurposed and presented in a more attractive format, say a webinar with valuable information for consumers independent of your product. You can define the difference between providing value and extracting it from customers.

Multimedia And its Multipurpose Use

Apart from providing a more engaging and appealing experience for an audience, multimedia can greatly enhance the flexibility of your content repurposing. An Instagram photo can transform itself into a blog post, which in turn can live itself as an appealing thumbnail in your Facebook update or your short yet compelling tweet.

You can also embed videos into articles and blog posts, turn them into social media posts or adapt them into podcasts on SoundCloud. Each of these channels has a different audience and has sharing opportunities as well. One video on Youtube can live itself at multiple places, and not within your content peripherals but other locations as well.

Create Hyper Likes by Hyperlinks

I often quote myself. It adds spice to my conversation.” Bernard Shaw

One of the cheapest, and not to mention the easiest methods of repurposing your content and extending its mortality is by creating hyperlinks back to it later. These links can be placed organically throughout the new content you produce as a way to get readers to engage with related or contextually relevant content. But be cautious not to add too many hyperlinks, especially those which are irrelevant or undesirable. One must never distract the user’s attention or encourage too much bouncing. So let your inserted hyperlinks serve your purpose loyally.

Republish The Old Content on New Platforms

Many times when we read blogs or articles, we find some really engaging and informative pieces that have not lost their value despite the passing of time. Change is inevitable, and quite possibly a post written a year ago may not remain valid and true forever. Transforming old content in a way can help us to retain significant information while changing the format will make it more flexible to get shares, likes, etc.

When you wish to publish the repurposed content, you may add a quick explanatory note at the beginning or the end to inform readers about the article’s origins.

Adding pictures and relevant snapshots can also add value to the repurposed content. Put the title of the post on top of an image.

Content repurposing can play a dominant part in the successful sharing of pre-existing content. We can attempt to look at prevalent trends and associated hindrances to understanding what prevents us from outreaching a broader spectrum of audience. Having a big quantity of unstructured and old content can effectively answer the increasing demands for the application of this data in the most useful ways. Repurposed contents aim at revitalizing the important and prized contents in the archive. The research on “how to express the essential through content repurposing” is gaining huge momentum and in that light, coming times will witness some innovative applications in both industry and academia. It is highly probable that firms will look towards it with great hopes, seeking expanded reach and more substantial results.