In an increasingly globalised world with highly saturated and competitive markets, it can be difficult to get your content in front of the right people. Whether you’re trying to sell a product, provide a service or promote a cause, it’s important to make sure your content doesn’t get lost in the vast ocean of online information.
No longer is it enough to simply write a blog and post it on your website in hopes of increasing online traffic and climbing to the top of search results. In order to get the right people reading your content, repurposing your blog posts, articles, white papers and thought leadership pieces through other channels such as social media can deliver a real boost to your content marketing strategy.
There are a number of reasons why companies, writers and marketing agencies decide to repurpose their existing content. Whether it’s to put a new spin on existing information or reach a different market or demographic, the practice of repurposing content has become commonplace.
In addition to reaching new audiences, repurposing content can have SEO benefits too — the more likes and shares you get for a particular post, the better your online visibility.
For marketers, repurposing also helps to alleviate the pressure of constantly having to create high quality new content pieces. Rather than post then forget content that has been well-researched and taken considerable resource to put together, repurposing is a way to re-use that effort. It’’s not just brands who benefit either. The latest Meaningful Brands study found that 60% of brand content has little impact on their consumer’s lives, with 74% of consumers worldwide saying that as a result, they wouldn’t care if the brands getting it wrong disappeared.
Content repurposing can help you juggle all of these demands and better balance your marketing strategy with available time and resources. A dedicated content repurposing solution can make the whole process seamless. Before, you get started, read on to find out more about content repurposing and the value it can add to your digital marketing.
What is content repurposing?
Before looking at the benefits of repurposing content or deciding the best way to carry it out, it’s important for content creators and businesses to identify exactly what the term content repurposing actually means.
In its most basic form, the idea behind repurposing content is simply what it states- re-using content that you have already created to produce something new. This can be as simple as re-wording an existing blog or changing the angle of an article to appeal to a different demographic. It’s important to note that simply reposting the same content with updated dates is not re-purposing.
This is a good example of Digital Marketer repurposing their blog post into an ebook
The aim of repurposing content is to get the most out of the research you’ve done and the work you’ve produced by spreading it across multiple platforms and applying it to as many markets as possible.
On a deeper level, the practice of repurposing content is based around the idea of actively and carefully tweaking content to make it suitable for different marketing networks, content platforms and social network avenues.
The aim of repurposing your content should not simply be to reduce the workload but to increase the lifespan of your content and make sure that it’s able to reach more consumers. For example, if you were to publish a blog which contained a lot of important information, reproducing that content in various other formats makes it more likely to be seen and digested by a larger audience.
There are a number of benefits that come from repurposing content and, increasingly brands large and small are starting to wake up to these advantages.
There can be stumbling blocks however. One key concern focuses on the potential repercussions of using repetitive or duplicate content. Google can penalise websites if they are regularly copying content and intentionally spamming the search engine with the same content. This has caused many people to believe that repurposing could have a negative impact on their wider SEO strategy. Be clear here — there is a big difference between repurposing and copying.
Reports from Google over recent years have revealed that over a quarter of content online is recycled and in itself, that is not an issue. A lot of new online content is built from existing information and will reference data, theories or quotes used elsewhere. This is to be expected and does not mean that companies will be penalised for repurposing their content.
What are the benefits?
There’s much to be said on the benefits of repurposing content. Here are just a few of the advantages that can come from finding new uses and platforms for existing articles, infographics and other content assets.
The best way to get free website traffic
Repurposing your content across a number of different platforms such as social media makes it more visible. Many companies and content agencies have begun using content from original blogs and articles and repurposing it in the form of social media posts for platforms such as Facebook and Twitter.
Reach more people
Not all consumers will have the time or attention to read through lengthy blog posts or in-depth articles. In order to make your content more accessible and easier to digest, it can help to repurpose your content information into a simpler form or a medium that is easier to access.
Target multiple buyer stages
Companies looking to provide a service or sell a product can appeal to consumers at multiple stages of the sales funnel by diversifying their content. You’ll need content for each stage of the funnel and, repurposing makes this an easier task than you might think.
Content can be splintered for specific stages of the customer journey
Working within a fast-paced, competitive industry can make it hard to keep up with deadlines and produce a large selection of effective content. By re-using the same essential data and information in a variety of different formats, you can reduce the overall research time and reduce the workload while still producing multiple iterations of valuable, value-add information.
How to repurpose
There are many ways to repurpose content but choosing a specialist platform makes the process easier and can take a lot of guesswork out of the production and posting.
Identify your best work
Buzzsumo is a great way to identify your most popular content
In some cases, it is not always the best idea to repurpose content and it could simply be an unnecessary waste of time. It’s important to identify your best content first before you set out repurposing.
The power of social media has increased rapidly over the last decade. With over 600 million Instagram users and more than two billion monthly Facebook users, there is no denying the importance of this channel.
Revolutionary new platforms like SwiftlySocial use specifically designed software to automatically generate social media posts from larger blocks of text such as blogs or web content. This further reduces the overall work time for businesses while allowing them to market themselves across multiple platforms. More importantly, it provides an organised, efficient and cost-effective way to maintain a social media presence.
Example of a blog post repurposed into Social Media content using SwiftlySocial
Not all consumers enjoy reading and many will not actively seek out long blog posts. Repurposing your content into different formats such as videos or infographics can provide a simpler and more streamlined version which is easier to digest but still gets across the main points.
Want to find out more? Sign up for a free trial of SwiftlySocial now and experience content repurposing first hand.