At first glance, content repurposing in marketing may seem unreliable. If you have the opportunity to share any materials with customers, why not find something new? The answer is that sometimes content contains information that does not lose its relevance through time. In this case, missing the opportunity to apply your own content in diverse ways will not benefit your business. The best way to explore it is to convert content and use it in conjunction with other marketing strategies. With the help of reworked content, you will get a lot of positive gains. Starting from the fact that you are already aware of the materials provided and working with them will be faster and more efficient. In addition, this content can be applied in a variety of ways, not only for social networks, but also through e-mail, podcasts, and blogs. After all, the more information you provide about a particular topic, the better your products’ visibility becomes through keywords.
In this article, you will learn about the concept of reworked content, its benefits for your business, how to identify content, effective ways to convert existing content, useful tools, and tips, as well as more information on its impact.
Overview of Content Repurposing
Content repurposing is the process of adapting current resources into various forms for the purpose of increasing their accessibility and functionality. Different content fragments can be adapted in several ways. Infographics, podcasts, or articles for social networks can appear from the content of one blog post. Converting content into varying forms for specific platforms allows you to attract the attention of a larger audience, as well as save time by avoiding the generation of more elements from the beginning. In addition, it also affects the increase of investments obtained with the help of profits from diversified communication channels.
Transforming a long-form piece of writing into a bunch of simpler texts, using information from statistics to produce animations or visualizations, and changing seminars or audio podcasts into blog descriptions or electronic books are all typical instances of content repurposing. Even from the interview, you can make an audiobook or audio podcast, text post, or video for YouTube. All these ways increase the impact and effectiveness of the content usage and distribute it to a larger number of consumers.
Benefits of Repurposing Content
- Saving resources and time in the future becomes one of the main reasons for content reusing. Rather than always creating fresh ideas, companies might optimize their previous knowledge by converting it into numerous types, which include transferring information into blog fragments, social media posts, or audio and video formats. These reasons have an impact on the simplification of content creation, allowing companies to devote attention and time to more significant goals and activities.
- Reaching new audiences is another reason for using content in a new form. The main message can be adapted in diverse ways for each online platform, focusing on the specifics of interests and preferences in the content consumed by each part of the audience. By providing diversity in their interactions with clients, companies can both meet their needs and attract new ones.
- Increasing search engine rankings is another beneficial effect of transforming existing content, as the keywords increase the volume of optimized material. Repurposing material increases the possibility of being searched for related keyword combinations along with gaining hyperlinks, ultimately boosting the amount of natural traffic. Increasing content volume, maintaining the relevance of materials, and optimizing keywords expand the capabilities of internal links, thus improving the performance of SEO websites and providing additional navigation paths for users and research systems.
- Extending valuable content lifespan is one of the main advantages of reusing. Continual updating and reproducing outstanding material ensure its continued importance and lasting worth for the client base. This influences performance improvement as well as marketing strategies.
Methods of Identifying Content for Repurposing
High-Performing Content Characteristics:
Higher-performing content can be determined by a number of quantitative indicators, including significant web page visits, extensive interaction such as comments, shares, and likes, and increased amount of sales conversion. In most cases this type of content broaches critical moments for users, recent and pertinent topics, and current industries. As an example, we can cite the writings in blogs, which information is the most common subject for reusage. With their help, users can consume valuable information, solve urgent problems, or even receive leadership motivation. In addition, highly effective content is in most cases advanced for SEO, resulting in greater naturally generated traffic for the webpages.
Evergreen Content Characteristics:
Evergreen content is ageless, which means it stays valuable irrespective of the date it was initially generated. Evergreen content includes practical guides, manuals, best practices, glossaries, and other information materials, remaining to benefit consumers years after they have been originally released. In contrast to materials connected to certain occasions or movements, evergreen articles receive constant visitor numbers and can potentially be adapted multiple times. Their durability allows them to be suitable for modifications or extensions, which involve introducing fresh viewpoints, scenarios, or graphic components to boost their level of popularity.
Outdated or Underperforming Content Characteristics:
Outdated or underperforming material frequently experiences low traffic statistics, and minimal interaction, or provides details that have turned outmoded because of technological advancements as well as customer demands. Determining this sort of information for reusing means deciding if the subject stays helpful and might be upgraded through new facts or findings.
Effective Ways of Content Repositioning
Select the fundamental data and key points from the blog post, reform it into a condensed amount of information, and publish it on appropriate platforms for communication, such as Instagram, Twitter, or LinkedIn. Repurposing emphases and developing visual features, such as quote graphic design, can boost connection and attract visitors to the underlying article content.
Recopy podcasts and webinars, edit information, and turn it into written articles or posts following the correct structure. This feature will help users who prefer reading to listening to focus on your content and at the same time the SEO level will increase with keywords.
Pay attention to infographics that summarise difficult facts while also making them attractive to view. With the help of the data, you can use statistics from blog posts, convert them into graphic arts or diagrams, and share the results on various online platforms, your own website, Pinterest, or LinkedIn.
- Using Testimonials for Case Studies:
Apply information from the usual feedback, so you can make examples of fully practical studies. Creating inspiring and compelling stories is one of the most successful marketing moves. By going deeper into the analysis of feedback and research results, you can make stories that are qualitative and influential.
- Repurposing Videos into Short Clips:
Use short clips to develop online channels and social media. To do this, you can select existing videos, highlight important moments, exclude other parts, edit, and then publish the result. Those fragments, containing the main message and key conclusions, will help users remember information better, keep your content focused, and make the content’s purpose last longer.
Tools and Tips for Streamlining Content Repurposing
Reliable content management tools help organize idea algorithms’ creation, improve, and simplify deadlines management, make workflows more flexible, and track the course of reuse projects. Among these tools are: Airtable and Trello. You can use them for teamwork and readily visualize the technique of translating an individual product item into different forms. The work specifics of tools are varied, for example, Airtable streamlines the content pipeline by allowing clients to build schedules, monitor productivity, and control items for repurposing.
Automation Tools:
Automation tools allow to mechanize tasks that require regular repetitive actions. For example, Hootsuite or Zapier can automate content tagging, share it across platforms, plan publications, and do other things to reduce the need for manual management. An example is the transfer of content between multiple online channels, without using manual data entry, for which you can use the Zapier capabilities. These tools will help you to increase your productivity and track all important moments of creation and application of reused content.
Templates and Frameworks Development:
Templates and frameworks may noticeably accelerate information reuse. The Airstory platform allows you to create reusable standardized templates for social media updates, blog posts, and newsletters. Furthermore, using a modular CMS system makes data repurposing easier by establishing standardized sections that might be recycled between many platforms with minimum alteration. The introduction of these tools into content transformation minimizes the time spent on technical adjustments, allows employees to focus more on creativity, and improves coherence in all areas.
Additional Advice for Measuring Success and Impact
- Tracking engagement across different platforms is an effective way to track the success of using repurposed content, also necessary for measuring the engagement of consumers from different platforms. You can analyse in detail such metrics as comments, likes, reposts, and click-through rates on each channel where user behaviour is always unique, and determine how well content postings and reactions to it from each platform are working. Research indicates that user behaviour on different platforms, for instance, Facebook and Instagram, may greatly impact their level of engagement. Having adapted marketing strategies to each online platform, you also need to track engagement separately to know the exact data.
- Assessing ROI requires comparing the cost of reusing content with the revenue from it. ROI metrics, including percentages of conversions and attracting customers expenses, are commonly employed to assess the financial effect of content marketing campaigns. Fixed evaluation guarantees that investments are deployed properly and assists in altering methods to improve efficient implementation.
Be Smart, Start Repurposing Your Content Today!
According to the data above, the key advantages of using content are efficiency, extending the lifespan and value of the original content, saving time and resources, strengthening your brand message, increasing visibility for SEO and return on investment, as well as the importance of long-term impact and growth. By using content repeatedly, you can pay more attention to other aspects of your business, establish coordination with the audience from different online channels, and increase the company’s credibility and visibility. Reusing content is undoubtedly one of the most effective strategies for providing diverse data to customers. Contact us, the marketing agency SalesEra for recommendations to define which of the previously used materials in your business can be revived in a new form. With SalesEra you will gain confidence in your business because at any time you can get the necessary advice from professionals in the marketing field.
Written by – Karolina Kirillova
