Understanding The Importance Of Content Repurposing

February 8, 2021
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As a marketer in 2020, innovation is a characteristic you need to employ for your content marketing strategies if you want to stand any chance in this increasingly competitive landscape full of SEOs and content writers.

The key to crafting up great content extends beyond just writing it, pressing ‘publish’ and hoping it will reach important audiences all by itself. You need to be able to ensure that your content reaches a wide audience on many, different platforms.

Content repurposing isn’t just recycling old garbage and hoping you’ll produce gold. It’s about getting the most out of your hard work and effort to produce great reading and viewing material.

In this article, you’ll learn effective and creative ways to repurpose your content and generate more traffic without eating into your busy schedule.

First Of All – What Is Content Repurposing? 

Content repurposing is the process of recycling your existing content in many different shapes and forms. All to generate traffic and brand awareness.

Repurposing content has been around for a long time. But the reality is that most marketers fail to understand what content of theirs has true value for them, to invest their time in.

There are many different ways you can repurpose your content effectively. It’s important to note that the ‘content’ we’re referring to isn’t just isolated to old blog posts. There are a plethora of media that can be recycled to generate real traffic.

Why You Should Repurpose Content 

There are many viable reasons to repurpose your content, but the biggest one that stands out is effort. Getting the most return-on-investment (ROI) for your time and effort in producing content should be an absolute priority.

If you’re not actively seeking to promote your content on every perceivable platform (with real users that is), then you’re putting yourself one step behind. Depending on where you originally posted your content, you’re leaving yourself susceptible to relying on one source of traffic.

If you’re publishing a blog post and relying on Google to rank it on the desired 1-5 spots, then you could be waiting a while.

The reality is that search engines are highly contested areas for content writers. And social media platforms like Facebook and Instagram have poor organic reach. This means you need to rely on paid advertising for people to notice your great content. This is why content repurposing is a powerful tool when used correctly. It can help you reach new audiences and revive old ones without a great deal of effort.

How Do I Know What Content Should Be Recycled?

Undoubtedly, the most important question regarding content repurposing. Not all of your content is worthy of being recycled – that’s just the reality of it.

There are plenty of ways to find content that should be repurposed and this should always come from reliable data sources.If you haven’t already, it’s recommended to set up Google Analytics and Google Search Console.

These tools help you track your performance on Google’s search engine. They will give you tremendous insight as to how your content (such as product pages, service pages, blogs, etc) is performing and what pages need evaluation.

If you do have them set up, go through your Google Analytics account and find pages that brought in the most traffic. The most common thing marketers do is trying and revamp content that isn’t performing well.

If there is no demand for the topic your content is centered around, then repurposing it doesn’t make much sense. A great analogy is if there isn’t bait on your line, then the fish won’t bite.

There are platforms where your content might be more engaging depending on your audience, as well as how you repurpose your content. Transforming a blog post’s most essential aspects into an infographic is always a great choice.

Humans are visual learners and some people simply don’t have time to read lengthy blog posts and might find value in your infographic. This also brings up the concept of evergreen content – content that is considered relevant no matter what time of the year and for years to come.

Evergreen content is the priority when it comes to repurposing your content.

Five Ways To Repurpose Content Efficiently

To get the most out of your content, you need to know what the most effective ways to repurpose your content are.

  1. Turn blog post data into case studies.

If you actively blog about interesting insights regarding your industry, turning this information into case studies you can share and show potential customers is a fantastic idea.

Marketing agencies, in particular, love analysing data to understand how their organic and paid advertising campaigns are performing for clients. It’s a great way to showcase your expertise. As well as give readers a quality understanding of things that clearly work and are factual given you have the evidence to back it up.

  1. Turn webinars into a YouTube series.

Experts in their respective industries may run webinars, but maybe not everyone got to experience it.

No problem! Chop up that webinar into a mini YouTube series or playlist and share an episode each week or release it in full. The choice is yours.

  1. Turn old blog posts into e-Books.

Whilst long-form content tends to rank well on search engines, lengthy blog posts can quickly lose your reader’s attention. They may also not have 20-30 minutes to sit there and read it. So giving them an option to download your blog post in the form of an eBook, will ensure they’re digesting all of that information anyway.

For the best results, you may want to run paid advertising and generate leads via a form that people fill in. Once completed they can receive the eBook. This also gives you a great deal of insight about your ad targeting for the future.

  1. Repost your content on other websites

Reposting generally tends to fall under the category of content syndication, but they are both closely related to each other.

Context matters here. If you weren’t getting a great deal of traffic to a particular post about a popular topic, then you might want to reconsider posting it elsewhere.

Medium is a popular site with millions of monthly visitors. It primarily relies on user-generated content, which is perfect if you’re looking for a defined, large audience.

The beauty of sites like these, is that you can safely post duplicate content without search engines like Google interfering. Without getting too technical, you just need to use the rel=canonical attribute when posting, to let Google know what the original, preferred source of the information is. Ahrefs have a pretty great post about canonicals if you want to learn more about what they are.

If you’re an image-heavy site that displays your work in a portfolio, consider posting on Pinterest. Like Medium, they also have a huge audience that is primarily centered around images in almost every industry you can think of.

  1. Turn blog posts into podcasts.

Coming back to our earlier point about humans being visual learners. Auditory learning is also a great idea for those who love listening to podcasts on their way to work, gym or before bed.

If you have a mini-series of blog posts about the same topic, combining them into one giant discussion could be a great way to engage a podcast audience.

If you want to minimise the amount of effort on this, hire a voice-over freelancer from reputable websites like Upwork. They can recite the blog post over with ease.

Conclusion

By now, we hope you understand that content repurposing is a powerful tool when used correctly.

The purpose of it is not just to regurgitate content. It is to make the most out of your time and effort that goes into creating amazing content.

Content that is already performing well on its respective platform should be repurposed on other platforms. If it’s evident that people are enjoying what you have to say.

Find valuable existing content and squeeze out every bit of success to generate more, sustainable traffic.

About the author

Lachlan Perry is the founder and managing director of SEO Kings, a digital marketing agency providing SEO services, PPC and other marketing services since 2019. With extensive industry experience in web hosting and digital marketing travelling throughout Australia and the United States, he aims to craft up specialised digital strategies for your business to drive sustainable traffic and growth.

Lachlan Perry