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Repurposing Content: Should You Do This?

Weslee Trout
Aug 6, 2017 · 5 min read

To be very, very honest, I am getting tired of seeing so-called digital marketing ‘experts’ copy everything that Rand Fishkin or Neil Patel write about!

For some reason, whatever it is, these ‘experts’ think that it’s okay to rewrite their articles. Now, don’t get me wrong, writing about the same topic is okay. But, if you really take a look at the rewritten articles, it’s almost word for word.

But….what’s the issue? Why do these guys do this, why? For money? Exposure They have this mentality that if you talk like Neil Patel, be charismatic like Rand Fishkin or hustle like Gary Vaynerchuk then you’ll be an expert!

No! That is NOT how it works!

Because of that, I felt that I should write an article about repurposing content, and what should be considered before repurposing content.

I’ve seen a number of articles about repurposing content, to name a few….

I won’t be giving any BAD examples because I don’t want to be known for doing that. What I will be doing is giving reasons why you should or shouldn’t repurpose content.

Repurposing content IS NOT rewriting content published by other people.

Before we dive into the article, you’re probably wondering, what is repurposing content? Well, it’s taking an old (existing) piece of content and recycling it, making it a fresh piece of content with (usually) a different approach or tone.

Here are 2 questions you should ask yourself before you repurpose content.

  1. What is your purpose? — if you don’t have a good reason to repurpose content, don’t. If you’re doing it just to have content, don’t. Don’t repurpose just because you can’t think of anything else to write about.
  2. Is it of value to your readers? — I don’t have anything against repurposing content but it isn’t what I’d default to. I’d rather publish less than publish often and give no value to my readers.

Now, if you are able to answer those 2 questions, go ahead and start putting together your content calendar.

But, if you don’t have the answers to those 2 questions, continue reading.

a) Look at your Audience

Content that performed well in the past may not perform the same again. Many marketers and business owners don’t take this into consideration. If you are just repurposing content and aren’t producing quality, new, valuable content then you’ll lose your audience.

(I’ve unsubscribed from many because I got tired of seeing the same content over and over again.)

Look at your audience and analyze what they are interested in. They may be interested in short, valuable pieces of content while others may be interested in long articles or infographics. It all depends on your current audience. It’ll be hard to get new subscribers if your current subscribers aren’t happy.

Don’t just publish content just to post something, consider your audience because they are what matters. Ask your audience what they want to receive. Do a poll and get a feel of their wants and needs.

b) Study the Industry

Honestly, not many do this anymore. They tend to just, as I’ve been saying, copy and rewrite what the ‘experts’ write about. Easy for them, but nobody wants to read that stuff.

What do I mean by studying the industry? Research! If you are in the roofing industry, look at the latest trends, styles, tools, and etc. You’ll find something to write about, don’t copy your competitors.

Be original with your content, write about new stuff, stuff that nobody else wants to write about.

In the digital marketing space, there’s always something new, so there’s always something to write about. Make your content fun, make it entertaining, make it YOU!

c) Research what’s Trending in your Industry

Far too many people just see something trending and rewrite it in a flash. Don’t be that person who rewrites everything that Neil or Gary writes about.

Just like I’ve said in my article about Content that Matters “it should be original, it should promote your business goal, and relevant to your brand”. Be sure that your content is related.

How can you research what’s trending? The simplest way is by searching on Google. Research, research, research. That is key to knowing your industry.

(You might say this is a ridiculous way to see what’s trending but, seriously, I don’t care. I find this the simplest way to research for those who aren’t too familiar with all the tools out there.)

d) Don’t Repurpose just because Someone Says So

Now I’m not saying that repurposing content is wrong, it isn’t. You just need to understand the purpose of repurposing content, understand your audience, and understand the industry.

Don’t listen to all those ‘experts’ who say that repurposing content is the best way to ‘get noticed’ and ‘boost presence/traffic’. It’s not true for every business/industry. It may have worked for them, it doesn’t mean it’ll work for you.

I see a lot of people posting the same as Neil Patel, Gary Vaynerchuk, and Rand Fishkin, they really don’t the real way to publish content. Not that I’m an expert, but you don’t see me posting all the time about the stuff they talk about.

I want to be original, I want to give people stuff to read that is different.

I really don’t care what others think, I just write. If it seems stupid to this person or that, who cares!

We all have different ways to do different things.

e) Think of your Business Goal

What is your business goal? Is it to get sales first-hand or to get the engagement that drives sales, referrals, and long-term acquisition?

I am a believer in making everything circulate the business goal because that is the best way to achieve the goal.

Putting your customer first, that is basic. I am amazed that many businesses have to be told to put their customer first, that shouldn’t be the case.

If you are a leader in your business/company, you’re probably always thinking about the business goal, so connect that to how you interact and treat your customers. Once you do that, you’ll be able to produce content that is worth reading/watching and sharing!

I’ve said a lot in this article, so here is a short recap by answering the question in the article title.

Repurposing Content — Should you do it?

The answer is simple if you are going to repurpose just to publish something, DON’T! If you’ve got the 2 questions AND all the points in this article covered, then feel free to repurpose your content.


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