When it comes to content creation, many businesses have to contend with limited time and resources as they strive to maintain a robust marketing strategy and meet audience expectations.
If that’s what you’re dealing with, here’s an efficient solution to try: Content repurposing.
It entails adapting one piece of content, such as an interesting blog post, to new formats, such as a podcast episode, an infographic, or a webinar. This allows brands to harness the potential of a single piece of content across various platforms and channels.
Repurposing content not only widens reach but also ensures consistent engagement with the audience, leading to enhanced brand recognition and loyalty.
In this blog, we will look closer at the power of content repurposing as a strategic solution to optimize resources, enhance brand reach, and boost audience engagement—all without breaking your budget.
Table of Contents
Benefits of content repurposing
Here are a few things content repurposing can do for your brand:
- Increase reach
Repurposing content offers an opportunity to reach more people. By sharing your content on various platforms and in different formats, you can maximize its exposure and engage with a wider audience.
For instance, a blog post can be repurposed into an infographic or a series of social media posts, reaching users who prefer visual content or frequent different social platforms. Explore: Diverse marketing collateral options for your brand
- Increase shares
Experimenting with repurposing existing content into formats such as infographics and videos can lead to a higher number of social media shares. This approach amplifies the reach of the content and is, therefore, likely to boost the number of shares, which means increased brand visibility and engagement.
- Expand your presence to more platforms
By repurposing content, businesses can establish a stronger presence across various online platforms. This diversification helps maintain a consistent brand image while capturing the attention of potential customers who frequent specific platforms. It also opens up new opportunities to grow business and brand awareness, serving as a catalyst for audience engagement.
- Cater to different audience needs
Through content repurposing, brands can cater to the diverse preferences of their audience—particularly with strategic, creative designs. Different audience segments often have individual content consumption habits, and by delivering content in various formats and on different platforms, brands can effectively address the specific requirements of their audience, thereby increasing the value derived from the content.
- Meet today’s volume expectations
One of the challenges brands today face is having to consistently produce a high volume of content to connect effectively with their audience and remain competitive, on a tight budget. Repurposing content enables brands to create a substantial volume of varied content efficiently, meeting the demand for fresh material within budget constraints. This approach ensures that brands can maintain a consistent publishing cadence and keep their audience engaged.
Read: ‘Increasing Volume on a Shrinking Budget: Tackling Today’s Content Creation Challenges’
Active vs. reactive repurposing
Repurposing content demands creativity and strategic thinking, and it can be done either actively or reactively. Keep reading to learn about these approaches, as well as their pros and cons.
- Active repurposing refers to the intentional planning and execution of repurposing content from the outset of its creation. This proactive approach allows you to seamlessly integrate the repurposing process into your content creation workflows, ensuring maximum efficiency and impact when engaging with the audience.
Active repurposing involves a strategic approach that considers the various formats, platforms, and channels that a single piece of content can be transformed into, thereby enhancing its reach and effectiveness.
- Reactive repurposing, on the other hand, is a tactic that involves creating additional content after a piece has already shown significant traction. This reactive approach can disrupt content creation schedules and lead to a loss of momentum and efficacy within the overall content strategy.
The pitfalls of reactive repurposing
Reactive repurposing, a common trap for content marketers, involves creating additional content only after a piece has shown significant traction. This reactive approach often leads to a rush to produce more content, diverting resources from the original content piece and disrupting content creation schedules. This can result in a loss of momentum and efficacy within the overall content strategy.
Embracing active repurposing
By adopting this proactive approach, brands can avoid the pitfalls associated with reactive repurposing and integrate the repurposing process seamlessly into their content creation workflows. This strategic planning ensures maximum efficiency and impact when engaging with the audience.
Effective repurposed content in marketing not only streamlines content creation and delivery but also eliminates the need for a last-minute scramble to produce supplementary content after the original piece is published. This level of planning and foresight contributes to the seamless integration of repurposed content into the overall marketing strategy.
12 ideas for content repurposing
The possibilities for content repurposing are endless, but here are 12 practical ideas to get you started:
- Blogs: Repurpose blog content into engaging videos, visually-appealing infographics, shareable social media posts, immersive web stories, and more to cater to diverse audience preferences.
- Videos: Transform videos into bite-sized social media posts for quick engagement or repurpose them as engaging email content to maximize their reach and impact.
- Webinars: Break down webinars into a series of engaging social media posts or compile them into a YouTube playlist in digestible parts for wider audience accessibility.
- Podcasts: Utilize podcast transcripts to create informative blog posts and engaging social media content that resonates with your audience’s preferences and interests.
- Infographics: Share infographics as a series of visually captivating social media posts or integrate them into email campaigns to convey complex information concisely and effectively.
- E-books: Extract key segments from e-books to develop informative blog posts and leverage captivating images for impactful social media content that drives engagement.
- Presentations: Repurpose marketing presentations and sales decks into eye-catching social media graphics to enhance visual storytelling and audience engagement.
- Case studies: Convert case studies into compelling video testimonials that resonate with your audience and share them across social media platforms to strengthen brand credibility.
- White papers: Transform key findings from white papers into engaging social media posts and repurpose data from white papers into visually appealing infographics for increased audience engagement.
- Interviews: Create short, impactful video clips from interviews for social media sharing and repurpose the audio content for podcasts to reach a broader audience and enrich your content strategy.
- Events: Share event highlights through engaging blog posts, captivating social media stories, and exciting video recaps to maintain audience interest and drive meaningful engagement.
- Surveys and polls: Convert key insights from surveys and polls into informative blog content, visually appealing infographics, and engaging social media posts to share valuable information and foster audience interaction.
By repurposing content in these ways, brands can ensure that their valuable content reaches various audiences, resonates with their preferences, and generates meaningful engagement.
Measuring the success of repurposed content
Before you begin active content repurposing, define key performance indicators (KPIs) for monitoring and evaluating the success of each repurposed piece. This will help you gain valuable insights into the effectiveness of the repurposed content and make data-driven decisions to optimize future strategies. The KPIs may include:
Website traffic: Calculating the increase in website traffic resulting from the repurposed content, indicating its ability to attract and drive audience to the brand’s digital assets.
Read more: Boosting ROI with effective website design
Engagement: Tracking metrics such as shares, comments, and time spent on the repurposed content to gauge its impact on audience interactions and brand resonance.
Conversions: Assessing the conversion rates, such as form submissions, sign-ups, or purchases, influenced by the repurposed content to measure its effectiveness in driving desired actions from the audience.
SEO metrics: Monitoring keyword rankings and organic traffic generated by the repurposed content to evaluate its impact on search engine visibility and audience discovery. Here’s an example of how you could calculate the performance of repurposed content:
Here’s an example of how you could calculate the performance of repurposed content:
Blog without repurposing:
A brand publishes a blog post on ‘5 Trends for Leveraging AI in Marketing in 2024’ on their website. The blog post receives 500 views in the first month.
Blog with repurposing:
The brand repurposes the blog post into various types of content:
- Create a video summarizing the key trends and share it on social media.
- Design an infographic highlighting the trends and share it on Pinterest and Instagram.
- Write a series of social media posts diving into each trend with visuals and statistics.
After repurposing the blog post, the brand reaches:
- Video views: 1000
- Infographic shares: 500
- Social media post engagements: 300
Total views or traffic:
Total views or traffic generated from repurposed content:
- Blog views: 500
- Video views: 1000
- Infographic shares: 500
- Social media post engagements: 300
Combined total views or traffic from repurposed content: 2300
By repurposing the original blog post into different types of content and distributing it across various platforms, the brand was able to significantly increase the reach and engagement of the content, ultimately maximizing the impact and value of the initial piece of content.
Conclusion
Content repurposing empowers brands to engage their audience effectively through diverse and impactful content.
By understanding the benefits of content repurposing, embracing active strategies, and maximizing the potential of various content formats, brands can foster valuable connections with their audience and drive meaningful engagement.
Let’s collaborate to create impactful, repurposed content that resonates with your audience and elevates your brand’s digital presence!
