Creating new content all the time can be tough and time-consuming.
But there’s a smart way to get more out of the work you’ve already done: content repurposing.
This means taking your existing articles, videos, or social media posts and turning them into something new.
By doing this, you can reach more audiences, improve your website’s visibility on search engines, and save time and effort.
In this post, we’ll explore how you can effectively repurpose content to get the most out of it. So, without any further ado, let’s get started.
Table Of Contents
1 What is Content Repurposing?
Content repurposing is the process of taking existing content and transforming it into different formats to reach new audiences and maximize its value.
This strategy allows you to breathe new life into your content, making it more versatile and extending its reach without the need to create new content from scratch.
For instance, a well-researched blog post can be turned into an engaging infographic, summarizing the key points in a visually appealing manner.
Similarly, you can transform a series of blog posts on a related topic into a comprehensive e-book, offering readers a more in-depth resource.
By repurposing content, you not only save time and effort but also ensure that your message reaches a wider audience through various channels.
2 Why Should You Repurpose Content?
Repurposing content maximizes the value of your existing content, allowing you to extend its lifespan and reach a wider audience without constantly creating new content. This is particularly useful for saving time and resources, enabling you to focus on other important aspects of your business.
Repurposing helps improve your search engine optimization (SEO) efforts. By presenting your content in various formats across different platforms, you increase the chances of your content being discovered by search engines, which can lead to higher rankings and more organic traffic.
Additionally, different audiences prefer different types of content. Some prefer reading detailed blog posts, while others might enjoy watching videos or listening to podcasts. By repurposing your content, you serve to diverse audience preferences, ensuring that your message reaches as many people as possible.
Furthermore, repurposing content reinforces your brand message. Repeated exposure to your core ideas across multiple formats helps to solidify your brand’s authority and consistency in the minds of your audience.
Lastly, repurposing content can give new life to your high-performing pieces. By updating and resharing content that has previously done well, you can continue to drive engagement and conversions without starting from scratch. Overall, repurposing content is an efficient and effective way to enhance your content marketing strategy.
3 How to Repurpose Content
Let us now discuss how to repurpose content.
3.1 Identify Content Repurposing Opportunites
Start by reviewing your content analytics to identify which pieces of content have performed exceptionally well. Look for blog posts, videos, or social media updates with high engagement rates, such as views, shares, comments, and likes.
For instance, if a particular blog post has significant traffic and shares, it indicates strong interest and potential for repurposing.
To identify content repurposing opportunities, you can use Google Analytics.
To do so, navigate to Engagement → Pages and screens, as shown below. Here, you can check the metrics for each page on your website.
Check the views to identify which pieces of content are the most popular. Also, look at the average engagement time to see which of these pieces audiences are spending the most time on.
Take note of any pages with evergreen content that can be repurposed.
Don’t forget that some seasonal content can be reused as well. For instance, if you have a blog post titled 5 Tips for a Successful Summer BBQ, you can repurpose it into an infographic or a short video series on social media, highlighting quick grilling hacks and party ideas for the summer season.
3.2 Choose the Right Format and Platform
When repurposing content, selecting the appropriate format and platform is essential to effectively engage your audience.
Different platforms work better for different types of content. To choose the best one, you need to know where your target audience spends their time and how they like to consume content.
For instance, to engage audiences who prefer video content, we repurpose our blog content into short video summaries. These videos, often shared on YouTube, Facebook, and LinkedIn, highlight the main points of a blog post, making the content more accessible to those who prefer watching over reading.
On the other hand, if your audience is more professional or business-focused, LinkedIn might be the right platform. In this case, you can transform the same blog post into a slide presentation using a tool like SlideShare, or break it into a series of shorter articles or posts that can be shared over time to keep your audience engaged.
Additionally, it’s important to optimize the content for each platform, which we’ve discussed in detail in the below section. What works on Instagram might not work on X (formerly known as Twitter) or LinkedIn, so adapting your tone, length, and style to fit the platform is the key.
3.3 Determine Your Target Audience
Determining your target audience is an important step in content repurposing, as it helps you develop your content to meet the specific needs and preferences of different segments of your audience.
To begin, analyze who your existing audience is by looking at demographics, behaviors, and interests, social media insights, or customer surveys. This data will give you a clearer picture of who is engaging with your content and how they prefer to consume information.
To further refine your understanding of your target audience, you can use tools like Semrush.
Semrush offers several features that help you analyze and define your audience. The Audience Insights tool allows you to see detailed information about the visitors to your website, including their interests, online behaviors, and even the types of content they consume on other websites. This data can help you identify new audience segments that you may not have considered before.
For instance, if your analytics show that a significant portion of your audience consists of young professionals interested in career development, you can consider repurposing a comprehensive blog post on Career Growth Strategies into a series of LinkedIn posts or a downloadable e-book.
On the other hand, if another segment of your audience is more visually oriented and spends time on Instagram, you can repurpose the same content into short, visually appealing infographics or Instagram Stories that highlight key career tips.
3.4 Optimize the Content for Your Chosen Format and Platform
Optimizing your content for the specific format and platform you’re repurposing it for is key to ensuring it performs well and aligns with your audience. Each platform has unique characteristics and user behaviors that must be considered to maximize engagement and reach.
For instance, when repurposing a webinar into a blog post, you can optimize the content using on-page SEO techniques. This includes including relevant keywords naturally throughout the blog post, structuring the content with headers and subheaders for better readability, and ensuring the meta descriptions and title tags are optimized.
These SEO practices increase the chances of the blog post ranking higher in search engine results, driving more traffic to your website.
When repurposing content for social media, it’s important to adjust the language and style to fit the platform’s culture.
For instance, LinkedIn typically requires a more professional and informative tone, whereas Instagram is more casual and visually driven. Additionally, using platform-specific features like hashtags on Instagram, X (Formerly known as Twitter), or Facebook can significantly increase the visibility of your posts, helping you reach a broader audience.
Finally, if you’re repurposing a long-form YouTube video into shorter clips for TikTok or YouTube Shorts, you’ll need to consider the format and orientation. These platforms favor vertical videos, so you should convert the original horizontal format into a vertical one.
Additionally, the content should be concise and engaging, as audiences on these platforms typically expect quick, digestible content.
3.5 Measure the Outcomes
By tracking key performance indicators (KPIs), you can assess whether the repurposed content is meeting your goals, such as increased engagement, higher traffic, or improved conversions.
Start by defining clear objectives for each piece of repurposed content. For instance, if you’ve turned a blog post into a series of social media posts, your goals can include increasing social media engagement, driving traffic back to the original blog post, or growing your follower base.
Once you’ve set these goals, you can choose the appropriate KPIs to track, such as likes, shares, comments, click-through rates, and website traffic.
Use analytics tools like Google Analytics, social media insights, or platform-specific dashboards to monitor these KPIs.
It’s also important to compare the performance of repurposed content with that of the original content. This comparison helps you understand the added value of repurposing and identify what formats and platforms work best for your audience.
4 Conclusion
Content repurposing is a powerful strategy that allows you to get more value from the content you’ve already created.
By adapting your content to different formats and platforms, you can reach a wider audience, increase engagement, and save time and resources.
Whether it’s turning a blog post into a video, an infographic, or a social media post, repurposing helps you make the most of your content efforts.
Remember to always keep your target audience in mind and measure the outcomes to continuously improve your approach.
With thoughtful repurposing, your content can have a longer life and a greater impact.
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