Fresh, engaging content is vital in digital marketing. However, churning out new material non-stop can be exhausting and time-consuming. But what if you could squeeze more value from what you’ve already got? That’s the power of content repurposing!
What is Content Repurposing?
Content repurposing is the technique of taking a piece of content and adapting it into various formats. This approach allows you to reach a broader audience and get more value from your initial investment in content creation. For example, a well-received blog post can be transformed into a podcast episode, an infographic, or even a series of social media posts.
Why Repurpose Content?
- Extend Reach: Different people prefer different types of content. Some may enjoy reading long-form articles, while others might prefer watching a video or listening to a podcast. Repurposing allows you to cater to these varied preferences.
- SEO Benefits: More content means more opportunities for your content to rank in search engines. By repurposing content, you can target new keywords and improve your online visibility.
- Efficiency: It’s much easier to adapt existing content than to create something entirely new. This efficiency can be a lifesaver, especially for small businesses with limited resources.
- Consistency: Repurposing helps you maintain a consistent message across various platforms, reinforcing your brand identity.
- Sustainability: Repurposing gives your content a new lease on life by adapting it for different formats and channels, allowing it to continue attracting an audience over time.
How to Select the Content to Repurpose?
Choosing which content to repurpose is crucial. The ideal candidates are evergreen topics that remain relevant over time. These could be how-to guides, industry insights, or customer testimonials. The key is to select content that has proven to be valuable to your audience.
Getting Started
- Identify High-Performing Content: Look for pieces that have received high engagement, such as likes, shares, or comments. These are prime candidates for repurposing.
- Choose the Right Format: Consider your audience’s preferences and the nature of the original content. A data-heavy article might work well as an infographic, while a how-to guide could be turned into a video tutorial.
- Update and Adapt: Make sure to update any outdated information and adapt the content to suit the new format. For instance, a blog post might need to be condensed to fit into a podcast script.
- Test and Measure: After repurposing, monitor how the new content performs. Use the insights gained from your analytics to continually refine your repurposing strategy. Learn what works and what doesn’t, and adjust accordingly.
- Promote Across Channels: Don’t just publish and forget. Share your repurposed content across all your marketing channels to maximise its reach.
Repurposing content is a strategic approach that amplifies your marketing efforts over the long term. By enhancing the value of your existing content, you make it work harder for you, reaching a broader audience and maximising your (Return-on-investment) ROI.
Want to Learn More?
If you found these tips helpful and want to dive deeper into effective content strategies, check out our latest eBook, “10 Quick Wins Every Small Business Owner Could Do”, which is packed with actionable insights that can take your marketing to the next level!
And if you need more personalised guidance, talk to In The Willow today and we can help tailor these strategies to your business needs.