What is Repurposing Content?

Repurposing content is a way of taking content that you have used for one mission and reusing it for another. Just as you can repurpose an old shoe into a flower pot, you can repurpose a blog post into an infographic, or an interview into a blog post. Content repurposing is a digital marketing strategy that comes in handy for many reasons. It can enhance your marketing, save you time, help with your online presence, and many more.

Benefits of Repurposing Content

As a small business owner, you have already got enough on your plate. Why not save yourself some time and effort by stretching your content a bit further? Below are 12 reasons why to start gathering up your existing content. From the old to the new, the top performing pieces to the flops, all content can be repurposed.

1. Enables You to Achieve Multiple Goals

If you have a content that is performing well in one area, there is a chance it can perform well in other fields too. Maybe you have a blog post which is driving traffic to your website. Why not change it into a printed pocket guide with a tracked phone number, which you can hand out at your next event?

2. Gives You a Chance to Purchase Less Successful Content

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Some of the content you publish isn’t going to perform as well as other ones. Though, it may not be that the content itself is weak. It may be the context in which it is presented. An eBook that did not capture many leads for your business might make an excellent series of blog posts that drive traffic to your website. Or, a series of blog posts that are not getting many visits might cumulatively make a great e-book that attracts a lot of consultation requests.

3. Helps You to Reach New Audience Members

Whether it is a blog article or social media post, something you published a year ago will not reach the same people if you publish it now. Every day new social media users are creating accounts. Besides, you build and refine your audience over time, so try to spruce up an old piece of content and re-publish it to get it in front of your new and loyal followers.

4. Expands Your Reach

Your targeted audience members may have a lot in common, but they’re likely to range in their preferences and learning styles. Some are visual learners, and others prefer audio. Some like to see numbers, and others like to look at examples. Repurposing content into different forms of media is an excellent way to extend your reach out to the various members of your target audience.

5. Broaden Your Content

Consistency is vital in marketing, but that does not mean you should use the same medium for everything. Instead, you should convey the same message across different mediums and marketing channels. Repurposing the same content into various forms will help you to achieve consistent messaging across diverse channels.

6. Enables You to Target Buying Stage

Not everyone in your targeted audience is at the same stage in the buyer journey. Those who are on the verge of making a purchase might be looking for longer pieces of content so they can make a choice. Those just getting familiar with your business may be searching for quicker, bite-sized pieces of information. Instead of creating different pieces of content for each of these buyer stages, repurpose one piece.

7. Maximizes Time and Effort

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

When you repurpose your content, you can yield more output with the same amount of input, while maintaining the quality. It will save you time so that you can work on new marketing ideas and focus on other aspects of your business.

8. Increases Your Online Presence

Repurposing content leads to more quality content and the more of that you have online, the higher your online presence will be. Having a powerful online presence is crucial for raising brand awareness, building your audience, and ultimately getting more customers.

9. Improves Your SEO

Another benefit of repurposing content is that having more content online helps to increase your SEO or search engine optimization. Search engines like Google prefer websites they can trust, so the more pages of quality information you have, the easier they can recognize you as a credible source of information.

10. Provides More Backlink Opportunities

Online users love to share useful and interesting content, such as images, blog posts, and infographics. So, the more you put out there, the more possibilities you have to get your content shared, which creates backlinks for your site—another SEO perk.

11. Strengthens Your Messaging

You can think that it’s redundant to take information in one form and convert into another. The truth is, this is a grand repurposing strategy that can help strengthen your messaging. The more diverse ways you can convey your expertise and brand voice, the stronger it will be. As your audience sees a common theme across each of your channels and mediums, they’ll start to see that you are an expert in X, or that you’re passionate about Y.

12. Enhances Your Knowledge and Skill Set

You can never be perfect at what you do. Repurposing content helps you to reinforce the knowledge that you already have in your head, to add on to it, and become even more well-versed in what you do. Besides, repurposing allows you to get familiar with the different forms of content and various platforms, making you a more versatile marketer for your company.

Content holds a lot of value, but it may be holding even more than you think. Take a look at your existing content and think about how you can repurpose it. And even better, create new content with this strategy in mind, so that it can be easier for you to repurpose down the line. Repurposing your content will make your life easy, but you can make repurposing even easier by thinking one step ahead.

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