If you’re researching ways to elevate your content strategy, you may have come across the idea of content repurposing.

What does this mean? Well, content repurposing involves using existing content to make new content. Simple!

For example, you might use the content from a video to choose a blog topic or use a blog topic to make social media posts. You can even convert one piece of content to make it longer or update its elements.

Repurposing content offers its share of benefits. It allows you to create various pieces of content from one idea, reduces the time spent on content ideation, and allows you to focus on pieces that have performed well in the past. 

Content Repurposing Strategies

To repurpose content, you should follow a thoughtful, strategic approach:

Identify Core Content for Repurposing: First, determine which content is best for repurposing. Typically, you will use content that has performed well on its original platform. For example, a blog that saw a large amount of website traffic could indicate a relevant topic that would perform well as an organic social media post. 

Diversifying Content Formats: You may stay within the same format and change up your article, but in most instances, content reuse means changing formats. You can change blogs to videos, podcasts to social media posts, emails to newsletters, etc. 

Adapting Content for Different Platforms: Different platforms have different formats. You may have to change video lengths, text lengths, layouts, and sizes to ensure a smooth adaptation. 

Incorporating SEO Best Practices: SEO practices change regularly so you may need to update pieces, ensuring that they follow the latest guidelines. You may also add SEO elements to a non-SEO article. 

Real-Life Examples: Let’s consider converting a podcast into a blog post. The first step would involve finding a podcast that performed well in the past. You must then convert it into a blog, which requires changing the Q&A format into a conversational piece. Then, you would add the SEO elements to ensure it ranks highly in search engines. And there you have it – a repurposed piece of content!

Practical Steps for Repurposing Content

Here are some practical steps to consider when repurposing content. 

  • Content Audit and Selection: Select the content you wish to update. You should target content that has achieved a high ROI and fits the subject. Then, audit it to determine what improvements can be made and the best type of format for conversion. 
  • Transforming Across Mediums: This step requires multiple considerations. First, you must ensure your repurposed content fits the new platform. You must make sure it is properly formatted and meets platform requirements. You may also need to change the feel of the content to make it more suited to the given format. For example, if you are turning a blog into a social media post, you’d want to use more concise language. 
  • Updating and Refreshing Content: If you are updating content originally published years, months, or even weeks ago, you may need to update it to reflect the latest trends, news, and SEO practices. Check your links to ensure they are still working and relevant!
  • Creating Content Pillars and Series: Pillars and series define your main content types and purposes. Once you have identified your pillars, you can use them to create different content pieces and various types of content. 

Leveraging Technology and Tools

A content repurposing tool or technology can make the creation process more efficient. Here are some tools that will make your jobs easier. 

AI Tools: AI tools are valuable for content creation and creativity because you can use them to brainstorm ideas that produce a positive ROI. You can also use these tools to generate new content based on existing ideas. However, AI should only be used as a rough draft. It is key to review the content to ensure accuracy, quality, and give it a human touch before publishing. 

Analytics: Analytics tools will help you learn which content generates traffic, drives conversions, and identify which pieces you should repurpose. 

Responsive Design Tools: Responsive design tools ensure content will work across various screen sizes and devices. They will ensure your content formats properly on different platforms. 

Maximizing Marketing Efforts With Repurposed Content

Repurposing content offers various marketing benefits. Here are some to consider.

  • Greater Brand Visibility: Content repurposing allows you to market your brand across various platforms to increase online and offline visibility. 
  • Cost Efficiency: Brands that repurpose content will spend less time brainstorming new ideas. They can feel confident that their content will produce a positive ROI, saving money in the long run. 
  • Boosts Audience Engagement: Content repurposing allows you to deliver content quickly to keep audiences engaged. It also ensures you are publishing pieces that are proven to boost engagement. 

Ready to Start Repurposing Content?

Content repurposing saves time and money while boosting brand visibility. It ensures you reach consumers with engaging content and updates content so it is relevant and meets SEO guidelines. 

You can repurpose content yourself, but you will gain more engagement if you hire the professionals at Brillity Digital. We are up to date on the latest SEO practices and can assist you with conversion rate optimization, web design and development, email marketing, and organic social media. 

Contact us when you’re ready to take your content strategy to the next level!