Regular content creation is key for creating a strong brand presence that attracts and converts prospects and nurtures existing customers.
But the work doesn’t stop once you’ve produced your content. Well, it could, but then your content wouldn’t be working as hard for you as it could be. In a fast-paced world when resources and time are limited, making sure your content works on multiple levels is the answer to generating widespread results efficiently and effectively.
That’s where content repurposing comes in (more on what it is and some practical examples below). Just like a log, content can be carved up into different pieces that are all equally valuable in their own right.
As a leading content marketing professional, our Director, Sanina, recently contributed to an industry expertise round-up article about the importance of repurposing brand content to generate brand growth. You can read her comments and the full article here, ‘Here’s how 13 marketers repurpose event content to grow their brands.’
What is content repurposing?
Content repurposing is just that, repurposing existing content to create other forms of content. Also referred to as ‘content recycling’, it’s a method of content creation that can be used by organisations sector-wide. The purpose or messaging doesn’t change, only the format. What’s more, you can repurpose your content into as many or as few pieces of additional content as you like.
Can you repurpose other people’s content?
It’s not really best practice to repurpose other people’s content because it isn’t yours to repurpose. It can also result in you producing content that doesn’t tick Google’s E-E-A-T guidelines, which is far from ideal and can significantly impact your overall content search performance.
What is an example of repurposing content on social media?
Taking a blog post and using the key points or pull stats or quotes to create a social media carousel. Alternatively, you can always take your blog content and slice it and dice it up into easy-to-digest sections and turn it into short video clips that can be shared across all of your social media channels.
Other content repurposing ideas include:
- Taking a Twitter thread and turning it into a carousel
- Using key stats from a report or white paper to create an infographic
- Splitting up webinars into short video snippets for social or using the insight for email campaigns
- Taking written testimonials and creating short video testimonials
- Using presentations to create blogs or thought leadership articles
Note: Content repurposing also involves updating your existing content to make sure it’s still E-E-A-T-compliant. For instance, by reviewing all of your published blogs and making sure any stats have been updated, all links are still working and any industry updates have been incorporated.
The beauty of content repurposing is there really is no end point. One piece of content can go extremely far, improving your chances of it being noticed and digested by your target audience.
For more content repurposing insight, take a look at this blog, ‘What’s the purpose of repurposing content?’