Repurposing content can possibly be the most cost effective and efficient technique online content creators can use to save time. Think about refurbishing furniture. You have furniture at home that you loved when you first bought it. You use it, love it, and make memories. Then it just sits there. It collects dust, but you remember how important it was to you. So, you renew it, give it a splash of color, and let your visitors enjoy it all over again.
That is exactly what repurposing your content is like, but with a few more benefits of course. Taking the content you have already developed and building on that creativity results in a priceless investment for your business–with little additional effort.
There are things I consistently encourage you to do for your online business–Be Strategic, Be Smart, and most of all know your why. Getting your content into more hands–and in front of more of your target audience–will result in advantages that a one-time post cannot deliver. Let me explain.
Advantages of Repurposed Content (This is Your WHY)
Multiple pieces of content on the same topic gives a website an SEO boost. SEO stands for “search engine optimization.” Targeted and specific SEO drives organic search traffic from search engines like Google and Bing while also improving domain and page authority.
Know that the more you write on a particular topic, the more likely you are to rank in bots–also known as a web crawler. A bot is an automated program that “crawls” through web pages for specific data. Web search engines and other sites use web crawling to capture the text of the pages and the links found within. The bots then enable search engine users to find new pages.
The more you talk on your site about a particular topic the more these bots consider you an “expert” and a reputable source. This boosts your SEO resulting in more page views.
This is a really big title for something that simply means we are going to share this particular topic over multiple social media channels. Spreading your content across multiple channels frequently helps you to reach your audience where they are at. Depending on your niche, spreading your content to potential customers, in different social media outlets, is a must. Variety reachability is key.
Just because we put our content “out there”, doesn’t necessarily mean that our audience “gets it”. The principles of marketing are 7 fold. Customers need to see or hear a message or product an average of 7 times before they act upon or decide to make a purchase. We need to share our content on at least 7 different channels, or on the same channel 7 different times, to gain the interest needed for clients to engage actively. Repurposing your content allows you to do just that.
The ultimate advantage is to eventually become an industry authority in your niche. Repurposed content on the same topic, spread across a variety of channels, results in getting backlinks or social shares depending on how your site is set up. Your brand is set up as an authority, but depending on how your brand is—well, branded—you can also become the personal authority on a particular topic. This makes your brand and your name the authority; people will start linking the expertise with YOU.
What Should You Repurpose?
Stay away from repurposing anything that is developed around a season, related to a specific sale, or around an event. The content you want to repurpose should be timeless and relevant.
Within you Google Analytics dashboard, you will see which content is doing well or bringing a lot of traffic to your site. These posts do well on their own, so just think about how they will do when you repackage them through other channel streams. Obviously, your audience loves that content, now you just magnify it. Hang on tight, details to do this are coming.
Content on your post that can be expanded on
Expansion on current content is taking what you already have and doing something different with it. This isn’t just taking your blog and turning it into an e-newsletter. It means thinking about another way to talk about your content or another way to get your point across.
14 Ways to Repurpose Your Content (This is the FUN Stuff)
1. New posts From Old Content
Take an idea out of an old post and expand on it to create a whole new post. Simply copy and pasting a new intro to it or adding some new ideas to it will do the trick. Refer to the old post and what’s updated, all while getting a new URL and new publish date.
2. Create a Presentation From a Blog Post or Educational Video
If your blog contains a list or is educational in nature, you can create a slide deck or Google slide share to make a new blog post. These presentations appeal to the visual learners in your audience.
3. Make an Infographic
Infographics, or visual representations of information, are good for data-heavy content (like this post). It makes content less heavy, listing only key points or lists. These infographics can be easily done via templates in Canva or can be outsourced to a Virtual Assistant for a small fee.
4. Make an Instructographic
Instructographics are infographics that explains the steps to a process. These are perfect for crafts and recipes since they are highly visual with little text and include a list of steps. They are appealing to the eye and people really enjoy them. An instructographic generates a lot of traffic; readers are likely to click on it to land on your blog post as they look for more of the topic details.
5. Refresh and Republish Old Posts
This is as simple as making a new graphic image and refreshing or updating your old content. You receive a new publish date, add new images, add a new header, spruce things up, and bots crawl your site identifying it as brand new content. Don’t forget to create SEO friendly images!
6. Repromote to Social Media
When writing blogs, also promote them in your business’ social media outlets. Your current seasonal and evergreen content should go into your editorial calendar for publishing on a regular basis. If YOU don’t promote your content, who will see it?
7. Create an Email Series
This one is super easy to do. You can choose to send your blog content as an e-newsletter to your subscribers or you can transform your e-newsletter into a blog post on site. You can also take a series of similar blog topics and turn them into a fun email series for your subscribers.
Turn your current content into a subscriber freebie eBook. You can outsource the eBook creation and formatting for very inexpensive prices or you can learn to easily format your eBook with a quick online program. Never underestimate the pulling power of a freebie to your site!
9. Guest Posts
You can take your current content add to it a bit more and submit it to a bigger site who allows guest post submissions. We are better together.
10. Video Series or Podcast Episode
Every one of your posts has video or podcast potential. The content is already there; the hard work is done. Videos are topic starters and are a great way to promote your content in social media. Short videos or bullet points can easily become an image on a video feed. This gets great traction on site!
11. Interviews Turned Into Blog Posts or an eBook
Written interviews or expert interviews from your live FB broadcast, YouTube channel or podcast, can be converted to blog posts or an eBook. This is a great way to repurpose your images as well; the images can link old posts with a link to a Pinterest board and link to the URL.
12. Memes Go on a Pinterest Board or Into a Blog Post
Pull quotes out of content, either being something you said or wrote, that is encouraging or memorable. Turn them into memes or outsource the meme creation for less than $5 an image. Those pieces are already written, now you just repurpose them as a great marketing or advertising tool for the blog post. If you use Canva, then you have a pallet or brand of color fonts which you can use to create a quick and easy meme graphic.
13. Roundup Post
Here you can gather a list of blog posts on a particular or related topic and using internal links connect a reader back to old posts on your site. Internal links between related posts also improve SEO.
14. Long Videos to IG stories, YouTube, or Shorter Video Pieces for Social Media
You can trim and augment longer videos to fit different social media platforms. Longer videos you develop for training or coaching can be shortened for IG stories or repurposed with headers and footers. If you invest time in making a video, make sure to repurpose it. It is strategic and smart to trim a shorter version then schedule them through social media regularly.
In repurposing your content, you are optimizing your hard work to its fullest potential while reaching the maximum amount of customers.
If you stop to think for a moment about building on your creativity and growing your business, how would you repurpose the content you already have?