Content repurposing involves adapting pieces of content to use in different formats or on other platforms. For instance, you might repurpose blog posts into social media posts, infographics, videos, podcast episodes, webinars, or downloadable guides to reach new audiences without starting from scratch.
Benefits of Content Repurposing
Repurposing increases efficiency in the content creation process:
- Extending the life of your content maximizes your efforts.
- Repurposing content lets you reach new audiences across different platforms.
- Adapting content in diverse formats increases audience engagement across platforms.
- Centering content around one piece requires fewer resources than creating pieces from scratch.
Tips for Content Repurposing
Follow these tips for content repurposing:
Identify Content Repurposing Opportunities
Use website analytics tools such as Google Analytics to determine your high-performing content:
- Focus on the number of views and average engagement time to find the most popular pieces.
- Decide which pages contain evergreen content to repurpose.
- Be mindful that you could repurpose seasonal content.
Determine Your Target Audience
Clarify which audience your repurposed content should appeal to. You can use an audience targeting tool to learn about a specific audience’s behavior and interests, the devices they use, and which platforms your competitors are active on.
Determine the Right Repurposing Format and Platform
Decide how to repurpose your content and which platform(s) to share it on:
- Look for patterns in your top-performing pieces to find suitable content formats such as lists or guides.
- Decide whether to publish your content on a third-party website, post on social media, send through email, or take another action based on your target audience.
- Align your repurposed content with the original message.
- Translate the information so it appeals to a different audience.
Reoptimize Your Content
Optimize your repurposed content for the new platform:
- Use on-page SEO techniques when repurposing a webinar into a blog post to improve ranking.
- Include an attention-grabbing subject line, engaging copy, and a relevant call to action (CTA) when using a blog post to create an email campaign.
- Adapt your language and leverage hashtags to elevate visibility when repurposing content for social media.
- Go from a horizontal to a vertical format when repurposing a long-form YouTube video into Shorts or TikTok videos.
Measure Your Content Repurposing Success
Define your key performance indicators (KPIs) based on your content format and platform to compare similar content types. Examples include:
- Website traffic: Views and users
- Engagement: Average engagement rate, shares, comments, and saves
- SEO: Keyword rankings and organic traffic
- Conversions: Total conversions and conversion rates
Looking for a Great Content Marketing Agency?
As leaders in digital marketing, BARQAR’s team of experts will help you repurpose your content and create new content for a healthier bottom line. Get in touch with us today!
