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Back From the Dead! Should You Repurpose Your Old Content?

Why do you think businesses keep improving their products? The answer is to keep making it completely new to the customer and make it more appealing. In doing so, the product’s market value significantly increases and the brand becomes more visible to potential new clients. 

The same principle applies to your content. It must be updated or repurposed if you want to keep enhancing and expanding the audience reach of your business digitally.

As a business owner, you’ve already got enough on your plate. So, to save yourself some time and work, why not use your previous material to its fullest extent possible? At first glance, recycling old content might seem like dulling your team’s creativity. However, if you have limited workforce or want to maximize your resources while hitting your marketing targets, then this is an option that could work for you.

In this blog, we’ll discuss the reasons why you should repurpose your old content along with proven ways to repurpose them effectively. 

Let’s get started!

What is Content Repurposing?

Content repurposing, also called content recycling, is described as using the same old content to expand, slice, dice, and transform the content into a brand new format. To clarify, repurposing content is not synonymous with merely duplicating a piece of content from your blog to create a new one. It entails tweaking it from its old format to make it more enticing to your target audience. For instance, you can take excerpts from previous blogs and produce social media posts, ebooks, videos, webinars and infographics out of them.

Why Should You Repurpose?

It is true that marketing strategies are stapled with producing high-quality and unique content to merit measurable results. At the same time, it also requires time, effort, creativity and money.

This is exactly why repurposing old content comes in handy. Below are the top reasons to consider content repurposing:

  1. Boost SEO

You need to repurpose your old content to give yourself a higher freshness score and raise the efficacy of your SEO efforts. In return, it boosts the volume of traffic that you receive from search engines.

Most customers these days conduct their own research before they purchase a product. Do you think they would prefer to read last year’s content rather than the recent one? Of course, they would choose the latter. The truth is we’re more likely to click on articles that are published recently, and this means the click-through rate of an article you publish will increase when you repurpose blog content.

Say, if you’ve published a listicle about the top trends in social media marketing in 2021, you can create a 2022 version of the same topic or compare and contrast the information from your previous blog with a more recent update or trend in social media marketing.

  1. Grow Audience

Through the process of content repurposing, outdated content that no longer generates a considerable amount of traffic can still be given a second chance. By repurposing written content into a video or webinar format, or vice versa, you will reach audiences that would otherwise be unavailable from your usual content platform. This is due to the fact that different audiences prefer different formats of content. Modifying an old blog post means breathing new life into it and targeting a more expansive demographic. 

  1. Redeem Content That Has Failed to Gain Popularity

Even the most expertly written articles have a definite shelf life. They may not be as engaging and thought-provoking to all audiences in the long run. Some users prefer to watch videos rather than read articles on the platform. Or, an eBook that was not successful in generating leads for your company could be repurposed into an outstanding series of blog entries that could help attract visitors to your website. The good thing about repurposing is you can transform your previous content into several other formats or chop it up into sections that you believe will gain success.

  1. Saves Time and Money

By scaling your old content, you don’t have to research the topic in detail and you don’t have to make the effort to write 1000 words that take too much of your time. All you have to do is repurpose evergreen materials rather than spend a considerable amount of time and energy developing brand new content from scratch.

It can also save you money since high-quality content is expensive. With content repurposing, you can generate a new piece of content that is both instructive and helpful without having to exhaust your budget or resources.

  1. Increase Conversion Rates

Brand awareness is also the result of smart use of one’s resources, and that includes the content and marketing materials that you already have at your disposal. After all, there will always be readjustments and retargeting when it comes to building and sustaining a brand identity. If you can tweak your content and reproduce it into different types of bite-sized and engaging content, you are also nudging people in the right direction so that they will notice your products and services more quickly.

3 Tips to Repurpose Content

Repurposing content should not be that hard. In fact, you can be an ace at recycling content without sounding boring. Here are a few tips on how to repurpose your content.

Create an infographic from a blog post.

When it comes to repurposing, every information you need is already present in the blog post. All that’s left to do is to simplify it and visualize it.

Start by highlighting the most important facts in your infographic.What are you hoping to accomplish with the content you create? From there, you can use the template and fill it in with your outline using the information you have. When designing something from scratch, such as an infographic, using templates can help cut down on the amount of time spent on the design process.

Utilizing charts and graphs is another way to cut down on the amount of text in the content. You could, for instance, transform a blog post that addresses several aspects of a subject into a bar graph or you could use a pie chart to demonstrate how individual components contribute to the whole. Last but not least, ensure that the infographic includes a link that directs readers to the original post you made on your site.

Create a video.

Video content has the advantage of being both entertaining and educational, while also capturing the viewer’s attention. Why? Observers are more likely to shed a tear while viewing an audiovisual story than reading it. When you’re watching a culinary show, the sensory input from the show’s visuals and sounds can even alter your taste buds. It only means that people are more engaged with your content if it elicits an emotional response from them.

When it comes to repurposing, there are several ways to perfect it, if you choose to use this kind of format. You can use social media networks to share short films with your audience. If you already have written materials explaining your product, that’s great. You can turn it into video tutorials or give more details about it. Or if your content is an ebook, you can produce a video series out of it.

Turn blog posts into an ebook

How can you design an ebook that doesn’t feel like a rehash of your blog posts? It is not that easy to create an ebook. But, if you’ve ever written a blog post that engaged readers, then you already have material, you’ve generated the audience, and the right content to use as your guide. 

Just like a blog article, an ebook must be organized to ensure you are still offering something of value to your readers. The good news is that structuring your content for an ebook can be a lot simpler. There are also ebook templates available if you don’t want to worry about designing everything from the color scheme and layout to the fonts. In addition, you may want to provide calls-to-action or fresh promotional content to balance everything out and keep your readers’ eyes peeled for anything new that you have to offer.

Bottom Line

Content repurposing is a life-saver for businesses.

There are several other reasons to repurpose content, as well as a lot of different ways to do it. The truth is there is no downside to repurposing. Instead, it is a great way to develop your marketing strategy without having to go into content burnout mode and try to come up with new ideas for all of the platforms that you are involved in. 

Repurposing content does not involve cutting and pasting, but rather involves tweaking and milking your existing content to its full extent. Also, there are certain ways on how to repurpose content for social media if you want to gain popularity through different digital channels.

You don’t need to wear yourself out by coming up with fresh content on a consistent basis. Repurposing content that has already been successful at generating traffic and curiosity about your brand is a better option!

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