Repurposing Content – Benefits and Tips

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You already know that consistently generating high-quality content is one of the keys to success in online marketing. There are certainly plenty of statistics that prove it:

• 90% of consumers hold relevant content in high esteem.
• There are about 27 million pieces of content shared by individuals every single day.
• About 67% of B2B companies that maintain blogs generate more leads than non-bloggers each month.

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These statistics mean that you need to set up a blog and then publish a fresh blog post at least once each week if you want to make a mark. You also need to set up accounts on various social platforms (Facebook, Twitter, Google+, etc.) and keep those accounts up-to-date by posting teasers and links to fresh content and engaging with your followers several times each week.

All the things you need to do in order to provide your online audience with fresh content each week may be easy enough to accomplish when you’re just starting out. The problem is that it can be quite difficult to come up with brilliant ideas for content every single week for an entire year, not to mention the years to come. So, how do you keep your audience interested in what you have to say without experiencing some kind of burnout after the first few years of operating your business?

For most businesses, the answer is simple: Repurpose your most brilliant pieces of content! There are several good reasons why repurposing content is one of the best things you can do to keep your content marketing strategies alive.

1. It helps with SEO.

Repurposing content helps you attract more search traffic, since it essentially involves the presentation of a single theme or topic in several different variations. When search engines crawl your web pages, therefore, they’ll see more relevant posts for a particular topic, thereby improving your chances of getting indexed and ranking well for keywords related to that topic.

Repurposing also helps you build more organic links, since your content will now be presented in various forms. When search engines see that your site is getting a good number of natural links, you will be seen as an authority in your field and your chance of getting high SERP rankings will increase. Making your content marketing and SEO efforts work perfectly together is among the best ways to success for your business.

2. It helps widen your reach.

When you diversify your content by repurposing it, you are essentially giving yourself more pieces of content to share on your social media pages. You also get to connect with different types of audience, since you’ll be presenting your content using various mediums. You get the chance to attracts various audiences—those who are mostly interested in slideshows, those who enjoy infographics, those who prefer digesting information through video, those who love reading lengthy articles, etc. Wherever your target audience conducts a search, your content will be there!

3. It increases retention and broadens perspective.

When you deliver your message in various ways, people are more likely to come back for more because the variety keeps your web pages from becoming boring and uninteresting. It also shows that you care about what your audience wants, since you are making an effort to deliver your message in forms they appreciate, not just in the form you’re most comfortable with. This helps you build a loyal following and increases retention over the years.

Using various platforms and delivering content in various forms also gives you the opportunity to discuss a single topic from several different angles. This keeps your content fresh and allows you to reach out to people with different tastes.

4. It helps you save time.

When you create content from scratch, you’ll have to go through a lengthy process—brainstorming for the most relevant and interesting topic, researching for the best keywords to target, drafting, polishing, and optimizing the content, promoting the content. Needless to say, all of these requires a lot of time to complete. When you repurpose content, however, you save a considerable amount of time because the content is already there; you simply need to tweak it to appeal to a different set of audience.

5. It helps you cut cost.

Other than requiring more time, creating content from scratch also costs more than repurposing. The key is for you to make sure the repurposed content is able to offer something new—a fresh perspective and new insights—despite the fact that it covers the same topic as your previous post. This way, it holds greater value than a completely new piece of content that’ll cost you more to create.

Okay, so by now perhaps you’re convinced that you don’t have to worry too much about always coming up with brilliant, fresh ideas for content over the years because you can always repurpose your best pieces of content. But how do you know which of your content are ripe for repurposing? There are two things you should look at: search traffic and social shares. Once you find your best pieces of content, you can start working on repurposing them. Here are five different types of content you can make with your existing articles:

1. Presentations

Check your list of content for repurposing and choose the ones that’ll work well as presentations. Transform those pieces of content into PowerPoint presentations and then upload them to SlideShare and other sharing sites. This should help you get more natural links and search traffic. It may even help you get more social shares.

2. Infographics

Check which of your best content pieces are filled with relevant and interesting facts. Transform these pieces of content into infographics to improve the chances of the content getting shared across various platforms. If you add an embed code in the infographic (a highly advisable strategy), you may even gain a few extra links. If you are blessed with creativity and ample design skills, you may use tools like infogr.am or Photoshop to create your infographics. Otherwise, you may want to hire someone with the right skills or outsource the project.