What is repurposing digital content?
So, what does repurpose mean? It is the process of converting one kind of blog material into another, for example, transforming an article into infographics. Content repurposing helps:
- Increase the value of content you already have
- Improve backlink profile, as people tend to share interactive materials more often
- Grow brand awareness and enhance outreach – people who didn’t want to read a post might now be attracted by an infographic or video
Repurposing content marketing strategy involves the use of various content types such as email newsletter, videos, imagery, podcasts, ebooks, slides, webinars, and so on. Each one of them has its own advantages, and by using different types of materials, you can maximize your outreach and promote your blog.
What content needs repurposing
When choosing content to repurpose, focus on materials with higher popularity and relevance. Review your blog analytics and find posts that received the biggest number of views, shares, likes, and comments. These topics have already resonated with your audience, so they’re likely to make a splash again.
It’s also a great idea to repurpose evergreen content. These are materials that stay relevant for a long time and generate traffic. They are also beneficial in terms of SEO, because high-quality evergreen materials tend to rank high on search engines longer.
However, sometimes it makes sense to give a second chance to content that hasn’t worked before. Be sure to extend it, add more value, improve weak points. Perhaps the original content form was not convenient or appealing for readers, but repurposing can solve this issue.
How to repurpose your content
Now that you know how to choose materials for repurposing, let’s see the most popular forms of content that you can leverage. Remember to always build on existing information and create a unique piece of content instead of simply changing its format.
1. More blog posts
Each blog post can serve as a basis for several more articles. You can either expand the topic and discuss additional matters or narrow the focus and explore the subject in more detail. For example, you can make a whole new article out of each item on the list, speaking of listicles. On the other hand, you can combine several posts on the same topic into one large article.
When repurposing content for SEO, make sure you only use up-to-date information, and add relevant short-tail and long-tail keywords.
2. Slides and presentations
Start with the slides you already have from webinars and other online events and publish them on your blog or other resources.
Secondly, it’s a great idea for repurposing to present statistics, research findings, survey results or other data in the form of slides. You can share them on your blog, social media or special platforms such as SlidesShare. Remember to add a backlink to your site to drive traffic.
If you have a lot of interesting analytical data, then consider using infographics. It allows you to make complex information easier-to-perceive and also tends to get shares and reposts, thus, helping you grow brand awareness. Here are a few ideas of posts that you can turn into infographics:
- How-to guides
- Survey results
- Posts with a lot of factual information and numbers
With these stunning infographic tools, you’ll be able to repurpose your content in no time and without hiring a graphic designer.
4. Social media posts
Repurposing content for social media can be done in multiple different ways. You can either publish the whole post, split it into several smaller posts, write a brief introduction with a link to the original article, or simply use a few quotes from it. Remember to add an image to make the post on social media more appealing.
Email newsletter is another great idea for repurposing content on your blog. Email marketing allows you to increase your subscriber list, stay in touch with the audience, educate it, and promote your advertiser’s product.
Almost any content, be it one long article or a series of small posts on the same topic, can be used as a basis for a newsletter. You can also split material into parts and make an email series. This is a great idea if you want to walk subscribers step by step and is perfect to reach those users who prefer to get tips directly in their mailbox rather than surfing the internet.
Converting blog posts into ebooks is a non-trivial way to update your content feed. Ebooks allow for the opportunity to present a complicated topic in a structured way, and they can be opened on any device, even offline, that’s why users willingly download such materials. Be sure to add imagery and work on your ebook design to make it more appealing.
You can make a comprehensive guide solely out of existing posts or add new information. It can be a how-to guide, series of interviews on the topic, the list goes on. Ebooks are also a good approach to monetizing your content or collecting new leads.
7. Guest posts
Guest posting is an affordable method of driving traffic and getting backlinks. It helps reach out to a wider audience and establish authority in the niche.
Basically, you write a post and publish it on another blogger’s site. To succeed, it’s vital to provide a unique and valuable piece of content, so if you want to repurpose one of the old posts, make sure to extend on it or even rewrite some parts. It also shouldn’t be a mere advertisement, so add a backlink to your site to the bio section.
Webinars help educate the audience, present your brand to more people and increase the subscriber list. Even if you’ve already covered the topic in blog posts, it’s still a nice idea to discuss it during the webinar. First, some people would rather watch a video than read a post. Second, a webinar allows you to connect with the audience and build trust. And third, webinars help get more leads for your business.
To run a webinar, it’s vital to prepare thoroughly, when it comes to your speech, presentation, webinar platform, promotion, and more. Read our detailed guide with expert tips on how to make webinars.
Videos are one of the most popular types of content, and 81% of marketers say video content increased the average time their visitors spend on their sites. So, try to find blog posts that can become a basis for video content, such as:
- Educational videos (guides, instructions, etc.)
- Reviews of your advertiser’s products
We are often short on time, so it might be convenient to receive information in audio format for many people. They can listen to it when commuting, doing house chores, or any other time.
Basically, you can turn any of your blog posts, together or separately, into a podcast. To spice it up, consider inviting guest speakers such as niche experts, satisfied customers who can share positive experiences and so on. In addition to content quality, it’s also important to work out the technical side of your podcast.
11. Case studies
Case studies are stories of how your business has helped customers achieve their goal, be it organizing a trip or making money online. Such stories showcase your brand’s advantages and ways in which it can be beneficial to people. Real-life examples always look more convincing and help establish trust with the audience. Learn how to write efficient case studies in our special guide.
12. Online course
Online courses are a great way to repurpose your content and also monetize it. Just like ebooks, online courses are a great educational material because they allow you to structure the information and walk the user step-by-step through your topic. In addition, you can use various types of content to make the course more interactive and appealing, such as video tutorials, checklists, tests, images, etc.
Online courses allow you to bring value to the niche and also generate leads or revenue. Some bloggers offer free online courses in exchange for their audience’s emails, which helps get more leads for future email marketing campaigns. On the other hand, you can upload your course on platforms like Udemy or SkillShare and sell it. Learn how to make money with online courses in our guide.
13. Answers on Quora
Many users look for information on Q&A sites like Quora, Reddit, etc. By repurposing your posts into answers to users’ questions on such platforms you can increase brand awareness, build trust, and drive targeted traffic to your site.
Make sure to follow rules of the sites where you publish content. Some of them, such as Reddit, are against direct advertisement, so to avoid ban, don’t place a link to your blog in a comment, but rather publish it in your bio or use the blog’s name without a hyperlink.
How to repurpose your content
Repurposing content is an important part of developing your site, along with creating new posts. This approach allows you to quickly and easily create a variety of content options from the available material and reach a wider audience. Content repurposing also helps promote your blog and drive traffic, as you can easily publish webinars, online courses, podcasts, and other interactive materials on dedicated resources.