Content Repurposing: How to Get More Mileage Out of Your Existing Content
- Content repurposing gives new life to content you’ve already paid for. It transforms content so you can reach wider or different audiences across platforms.
- Since some people love to read while others prefer to learn visually, repurposing your content means a broader range of potential customers can access you.
- When repurposing content, you’ve got to be careful about plagiarism and loss of quality.
What is content repurposing?
Many e‑commerce businesses dedicate thousands of hours per year to content creation.
These hours are expensive, tiring, and sometimes offer minimal returns.
Instead of only ever creating entirely new content, businesses are now repurposing their content to make the most of it. But what exactly does that mean?
Content repurposing refers to the process of taking existing content and transforming it into a new format. Typically, businesses repackage content to benefit a different purpose (e.g., target a different KPI) or reach a new audience.
The practice of content repurposing allows businesses to maximise the value of their existing content by extending its lifespan and reach while also reducing the need for and expense of creating new content from scratch.
What kind of content can you repurpose?
You might like to repurpose a blog post into a video, podcast episode, or infographic. Or you might repurpose a webinar or presentation into a series of blog posts or social media updates.
By making your content available in different formats and on different platforms, you increase its visibility and engagement. But why repackage the same content for different online spaces? The answer:
Content repurposing means catering to different preferences
People consume content in different ways, making content repurposing highly effective for reaching new audiences. While some people are visual learners, others like to read for extended periods of time or absorb information via a podcast while getting on with other tasks.
By repurposing your content, you can reach those who prefer video, audio, or visual formats, as well as those who consume content on different platforms such as social media, email, or your website.
If you choose to start repurposing your content, you’ll be able to cater to a range of people with different content preferences. Here are some different formats to consider:
- Blog posts and articles
- Social media posts
- Free tools and templates
Overall, content repurposing is an essential strategy for digital marketers, as it helps to extend the lifespan and value of their content while also improving its reach and engagement.
If you’re interested in repurposing some of your business’s content, read on to learn how you can get started.
How to repurpose your content
To start repurposing your content in the right way, follow these steps and best practices:
1. Identify your goals and audience
The first step of repurposing content is identifying your goals and defining a clear audience. Think about what you want your new content to achieve and who you want it to reach.
For example: perhaps you want to engage a younger audience or strengthen your brand’s presence on a particular platform.
By clearly defining your goals and audience, you can keep them at the centre of your repurposing efforts and ensure every step is taken with your target audience and desired outcomes in mind.
2. Analyse your existing content
Next, you need to identify the pieces of content that can be repurposed. Look out for content that has performed particularly well, as it might be popular in a different form. Equally, content that didn’t perform so well could be engaging to some audiences – just once it’s been repurposed.
For example, if you notice that your marketing emails always do quite well, you might decide to start promoting your other content via email.
The process of analysing your content in this way will help you get familiar with the health of your content and form a sturdy basis before you embark on this new project.
To help with this, you might like to create a master spreadsheet that shows the success of all your brand content from each of your channels, so you can work from one central database going forward.
3. Choose the right format
Choosing a format will be easy as long as you understand your goals and target audience.
For example, if you want to reach a visual audience, consider creating infographics or social media graphics. If you want to reach an auditory audience, consider creating a podcast. Remember that different demographics use different social media platforms (we’ll go into this later).
The key is to choose a format that resonates with your target audience and can be compatible with the content you intend to repurpose.
4. Adapt your content for the new format
Once you’ve completed the planning stages above, it’s time to repurpose your content!
Depending on the content’s original form and intended new purpose, this step can involve a range of things. It might include editing, designing, filming, reformatting, and more. Whatever you do to repackage your content, make sure it’s optimised for its new format. For instance, a video-turned-blog post will need to be optimised for SEO.
5. Promote your repurposed content and repeat
Finally, once you’re happy with your newly transformed content, it’s time to post and promote it! Whether you’re uploading to Instagram, YouTube, or sending an email, make sure to do it at an optimal time and share it to multiple platforms if possible.
After you’ve done it once, you can continue to repurpose old content – perhaps working through the master spreadsheet from earlier. Don’t forget to keep an eye on performance metrics to monitor the efficacy of your work.
5 best practices for content repurposing:
Keep the following best practices in mind when repurposing your content to ensure optimal results:
1. Repurpose content that has performed well in the past to ensure you are investing your resources in topics that resonate with your audience.
2. Only choose formats that align with your goals and audience rather than wasting resources on unprofitable channels.
3. Create a content repurposing calendar to ensure you work through your backlog consistently. Or integrate your repurposing plans into your pre-existing calendar.
4. Test different formats and platforms to determine what works best for your audience and goals.
5. Measure the effectiveness of your repurposed content to determine its impact on your marketing goals. Always respond to patterns in performance data, as these can be highly reliable.
How to use social media effectively when repurposing content
Social media plays a significant role in all content marketing campaigns, and that doesn’t change when the content gets repurposed. Businesses can choose from a range of content formats when repurposing it for social media, such as the following:
- Videos and reels
- Live streams
- Contests and giveaways
- User-generated content (UGC)
- Collaborations with influencers
When thinking about repurposing content for new platforms, businesses should consider the fact that different social media sites have different purposes and audience demographics. For instance:
LinkedIn is predominantly used for networking, B2B communication, and publishing Thought Leadership content. You’ll find young and middle-aged professionals on LinkedIn, and its content tends to be formal, practical, and serious.
YouTube is suited to a wide range of business types as it’s used by a highly mixed demographic. However, the platform demands a lot from its creators in terms of posting consistency, which can be off-putting for some businesses.
TikTok is where you’ll find the younger generations. As such, it’s great for B2C brands with an emphasis on lifestyle themes.
Instagram has a young audience, but you’ll find more older people than on TikTok. Business-wise, it’s predominantly used for B2C communications, and brands that post highly engaging visual content perform better.
Twitter allows brands to answer more service and support queries, as well as start conversations with consumers. You’ll find a mixed demographic on Twitter.
Facebook is a great all-rounder as it caters to both B2C and B2B companies and hosts a highly mixed demographic.
Theoretically, you could repurpose content for each of these different channels, as well as for your website and email. However, there’s no need to cater to everyone. As long as you select the right social media platform for your business’s goals and target audience, no more than one or two content formats are needed.
Potential problems when repurposing content
While content repurposing is an effective strategy for maximising the value of your content, there are some issues you could run into if you make certain mistakes. Here are three common problems and some strategies for avoiding them:
Loss of quality or relevance
When repurposing content, you run the risk of compromising the quality or relevance of the content. This can happen if you fail to adapt it to the new format or platform effectively or if you try to force a piece of content into a format that isn’t entirely compatible.
For instance, simply reading a blog post out loud won’t make for an engaging video and transcribing a comedy podcast might not carry the intended tone or message.
To avoid losing quality or relevance, take the time to carefully adapt your content to fit the new format or platform. This may involve editing, reformatting, or even reimagining the content to ensure that it works in its new context.
If you repurpose content without making significant changes to it, you may end up with multiple pieces of content that are essentially the same. This can be problematic for SEO performance, as plagiarism is a crucial red flag for search engines. Plus, it can annoy your audience if they feel like they’re seeing the same content over and over again.
To avoid duplication, make sure you are making sufficient changes to your content when repurposing it. This may involve changing the format, rewording passages, adding new information, or focusing on a different aspect of the topic.
Unfortunately, repurposing content can sometimes confuse your audience when they see different versions of the same content on different platforms. For example, if you post a blog
on your website and then repurpose it into a video for YouTube, your audience may be confused about which version to engage with.
To avoid confusion, make sure you are clear about what they can expect to gain from each piece. For instance, if you covered the topic of on-page SEO in full detail in a blog post and just gave an overview in a video, you should signpost these differences when promoting both.
Alternatively, you might want to use different calls-to-action (CTAs) for each version to encourage your audience to engage with the version that is most relevant to them.
How to scale your content repurposing efforts
As your content library grows, it can become more challenging to manage and repurpose your content effectively. To maintain orderly operations over time, you can do a few things:
Creating a calendar
A content calendar can bring a significant sense of cohesion to a marketing team, not to mention organisation and consistency.
Your calendar can be as detailed or simple as you like. It should at least be a schedule that outlines when and how different pieces of content will be repurposed.
This one sounds simple, but you’d be surprised by the number of brands with huge blogs that don’t use an official calendar.
To streamline your content production processes, there are many tools and technologies available that can help.
For instance, you can set up templates in the design tool, Canva, which makes it simpler to repurpose content, such as graphics, regularly. Or you might opt for a social media management tool such as Zapier, Hootsuite, or Buffer to automate posting as regularly as you like.
It might seem like there’s a lot involved when repurposing content, but it does save time, money, and effort when compared to an entirely original content strategy.
If you’d like some help repurposing your content or managing your social media channels, get in touch, and our team will be happy to help.