- You don't have to reinvent the wheel
to achieve your goals with content marketing.
In fact, much of your content can be repurposed
into other formats to reach a much wider audience
and earn more results in the process.
Most businesses think creating new content is the key
to driving traffic,
but that's only one way to earn attention.
Content repurposing is the process
of reusing the information
included in a resource you've already published
and sharing it again as part of a different content format.
You're not publishing the same exact content again,
but instead, you're repackaging in a brand new way.
For example, it's common for companies
who repurpose a group of blog posts on related topics
into a single e-book.
Or to repurpose a YouTube video into shorter videos
for sharing on Instagram and Twitter,
or writing an article based on the transcript of a video.
Repurposing content like this is an important approach
to adopt for two reasons.
First off, you've already allocated resources
to creating content previously,
so as long as the information is still relevant,
it's smart to get more traction
from your existing investments.
And secondly, it is likely some of your audience
didn't see your content
when it was published the first time,
because so much messaging is published daily today.
Sharing your content again in a new form
gives it an opportunity to reach more of the right people
especially since your audience likely prefers
different types of content.
To take advantage of these benefits,
take some time to review your content
and identify what resources are still relevant
and have performed the best,
as that content tends to be the most ideal for repurposing.
Remember, there are a lot of ways to get this done.
Whether reviewing Google Analytics
to see which content drove the most conversions,
or using a tool like BuzzSumo
to determine your most shared content on social media.
The goal is to understand what content
your audience reacted to the most,
as it's an indication that this is a topic of value
to your customers.
You should also choose resources
that provide enough in depth information
to warrant republishing it in another format.
Repurposing does require time and effort
to restructure your content,
so it's important to prioritize your efforts
with content that has enough substance worth republishing.
For instance, a tweet or a 20-second video
aren't strong candidates for repurposing
since they don't have enough material to reformat.
While a lengthy article or a white paper
could be repurposed into multiple social media posts,
a video, and an infographic
since there's a lot more to work with.
After that, review your content closely
to determine what format would be the most ideal
for reformatting this information.
While the choice to reformat is up to you,
a common approach
is to repurpose written content into visuals and vice versa,
as it's two distinct ways of sharing the same information.