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Content Repurposing Strategies: Breathe New Life into Existing Content

By David Gendron on Apr 12, 2024

Content is critical to today’s savvy marketing strategies, but if you have a small business, it can be both time consuming and expensive to create enough fresh and engaging content that’s valuable to your customers and helps increase your online visibility. Content repurposing can help you to maximize your content’s reach.

Content repurposing is taking your existing content and transforming it into various formats to reach a wider audience and reinforce your message. Let’s explore how businesses can effectively repurpose blog posts into videos, infographics, podcasts, and more, enhancing both reach and engagement.

Understanding Content Repurposing

Content repurposing is not just about recycling old content; it’s about reimagining how your content can engage different segments of your audience across multiple platforms. For instance, a well-received blog post can be transformed into a video tutorial, a podcast episode or an eye-catching infographic. This approach not only extends the life of your original content but also appeals to different learning styles and preferences within your audience.

Why Repurpose Content?

Repurposing content offers several benefits:

Efficiency: Save time and resources by using existing research and content frameworks.

SEO Boost: By creating multiple pieces of content on the same topic, you enhance your SEO efforts with multiple chances to target desired keywords.

Reach Expansion: Different content formats help capture attention from various parts of your audience on different platforms.

Reinforcement of Message: Repetition is a key marketing strategy. Presenting the same concept in different formats helps reinforce your message and increases audience retention. It’s a generally accepted maxim that a person must see a marketing message at least seven times  before they react to it.

Strategies for Repurposing Content

Turn Blog Posts into Videos

Videos are incredibly engaging and can significantly increase the time visitors spend on your site, which is great for SEO.

Consider these statistics from Forbes:

  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.

Transforming a blog post into a video can be as simple as creating a slideshow of the main points with narration, or as elaborate as producing a full-fledged tutorial or animated explanation. Tools like Adobe Premiere Pro and Final Cut Pro make video editing accessible, while platforms like YouTube and Vimeo provide a venue for reaching a global audience. For informal videos like behind the scenes fun at your office, you can even use very simple phone apps such as InShot.

Create Infographics from Blog Content

Infographics are perfect for summarizing information and making complex data easily understandable. They are highly shareable across social media platforms and can dramatically increase your content’s visibility. Tools like Canva and Adobe Illustrator can help you design eye-catching infographics. By distilling the key points of a blog post into a visually appealing infographic, you make the content accessible and engaging for those who prefer visual learning.

Podcast Your Blog Posts

Podcasts are a fantastic way to reach an audience that prefers audio content such as commuters or gym-goers. Turning a blog post into a podcast episode can be as simple as reading the post aloud in an engaging manner or discussing its key points with a guest to add depth to the original content. Platforms like Spotify for Podcasters and Podbean facilitate podcast publishing and distribution.

Extract Social Media Snippets

Extract key points, quotes or statistics from your content and turn them into posts for Twitter, Facebook, Instagram or LinkedIn. These snippets can drive traffic back to the full blog post or video, acting as teasers that spark interest.

Broadcast Webinars or Live Streams

Convert your blog content into a live presentation or a webinar. This format is ideal for deep dives into topics that your audience cares about. It also allows for real-time interaction, making your content feel more personal and engaging. Platforms like Zoom or Google Meet can facilitate these sessions, while Facebook Live and Instagram Live offer more casual environments for these interactions.

Compile E-Books and Whitepapers

For comprehensive or multi-part blog posts, compiling them into an e-book or a whitepaper can offer substantial value to your audience. This format works well for B2B businesses where detailed, long-form content can be a significant decision-making resource. Tools like Adobe InDesign are helpful for creating professional-looking documents that are ready for download.

Implementing Your Repurposing Strategy

To effectively implement a content repurposing strategy, consider the following steps:

  1. Audit Your Content: Identify high-performing or evergreen content suitable for repurposing.
  2. Understand Your Audience: Know where your audience spends their time and how they consume content.
  3. Choose the Right Formats: Match your content with the most appropriate formats and platforms.
  4. Maintain Quality and Relevance: Ensure that all repurposed content maintains the quality and relevance of the original piece.
  5. Track and Analyze: Monitor the performance of repurposed content to understand what resonates best with your audience.

By integrating these content repurposing strategies into your marketing efforts, you can enhance your reach, optimize your resources and ensure your valuable content continues to engage and convert long after it was first published.

Need Help with Content Repurposing?

If you need help with content repurposing or other marketing efforts, schedule a free consultation with an Umbrella Local Expert through our website or by calling (646)440-1426.

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