Creating content takes a lot of time and effort. Sometimes, a lot of the information you want people to take away gets overlooked since it may be buried deep within the piece or simply because your reader forgets it all together over time. To make the items you create count and stick in your audience’s mind, you should repurpose them. Not only will it save you time and effort, but it will help you educate your audience.
Benefits of Repurposing Content
By repurposing your content, you save yourself from doing additional work. Repurposing allows you to highlight important points from your previously published content or create something new and more concise with information you already have.
Suppose you can repurpose impactful content that goes in-depth into its topic. In that case, you demonstrate you are a knowledgeable authority on the subject matter since you are creating multiple pieces about that specific topic, adding to your credibility as a topic expert.
Quality over Quantity
By creating a strong piece of content from one of your already existing pieces, you are giving the content you are sharing a new life. Additionally, if you link this repurposed content to the original article, you can help that item regain relevance as well.
Repurposing Content Best Practices
To ensure your repurposed content is engaging and highlights the specific information you want readers to see, consider using any of these methods:
One of the best ways to reinterpret long-form content from blogs or videos is by putting the critical information into an infographic. An infographic is visually appealing to audiences and is great for sharing information. In particular, infographics are easily sharable on platforms such as social media. The best thing about infographics is that you can create them to stand alone, within a content article, or connected to other infographics.
Example: Each of these tiles was posted to social media. Each represents a stand-alone topic that works on its own, but at the same time, the infographic can be connected to illustrate an entire concept derived from a long-form content piece.
Long-lasting ideas are best immortalized in the form of a quote since these snippets of knowledge can then be used in various ways. Using quotes is a great way to repurpose past promotional materials, including interviews or podcasts that you can put into text.
3. Turn Internal data into Case Studies
Whenever you finish working on a project, you are left with a lot of information that sometimes does not make it into your final report. Well, why not turn all of that valuable data into a case study where your work can be highlighted and gain extra merit.
Ex: You can collect various case studies or highlight a specific project in an individual case study like this one created for Health-Ade that demonstrates our SEO & content marketing strategy’s success. Additionally, you can also create an overview of the individual ones for extra content with your case studies.
4. Social media
No matter how great and informative a piece of content you create is, people are bound to forget about its existence after some time. That is why you must be re-sharing that content with others through social media.
Ex: On platforms such as Facebook or LinkedIn, you can post the entire item, but on image-based platforms such as Instagram and Pinterest, you have to get a little more creative. I recommend posting a captivating image that comes directly from the original piece of content or something funny that alludes to it. Whichever you decided to go with, be sure that your caption mentions that it is a takeaway from the original item and if you can include or embed a link to the original.
A great way to get people interested in your content is by presenting them with facts, and the best way to make those facts stand out is by portraying them as statistics. Statistics have a lasting attention-grabbing effect, so why not use them for repurposing information.
Ex: If you wrote a blog a while ago and it contained statistics, that information can stand on its own and be republished on your social media sites. In doing this, you entice people to see where this information comes from or take the information at face value. Either way, using statistics helps increase visibility for your repurposed item.
6. Reuse Newsletter Information
Newsletters are a great way to share new information, but have you ever thought about using the content of a newsletter to create something new? Well, you can, and it is a simple and effective way to reignite interest in something you may have already talked about or even shown.
7. Turn a blog post into a short video
A good rule of thumb to follow once you publish a blog post is to re-explain the concepts in a video format because more and more people prefer to view and listen to information rather than read it. Using visual stimulation also helps reinforce concepts, and a video format can easily be shared on most digital platforms.
Ex: Here you can see how the original blog post about Google Tag Manager was used to create a video that dives into the same topic while emphasizing its use in Squarespace through this video version.
8. Write guests posts on topics you’ve already have written about
Suppose you have experience writing about a specific topic that you have personally covered from various angles. In that case, you should consider doing a guest post on that topic for a different outlet. You use information you already know to create something similar to your already existing works while at the same time helping grow your authority on the subject and possibly increase your website’s SEO if you manage to get a backlink to your website in this new piece of content you are making for someone else.
Ex: As someone who works in public relations and marketing, I do a good amount of writing about marketing concepts and strategies within that realm. For that reason, when I do guest posts, I tend to write about what I know best, including how to get backlinks.
By following any of these tips, you are sure to master the art of repurposing content so you can streamline your content creation process and pique the interest of your intended audience no matter the format.