Every content marketer knows that every piece of content has its success. If a blog post drives tons of traffic constantly, it is called evergreen content. The other blog post results in a scheme “spike of hope and a flatline of nope.”
Anyway, even those blog posts that bring the most benefit may lose their readers with time.
How to breathe a new life in your content marketing with the help of repurposing techniques.
In this guide, you will get all the necessary information on content repurposing and find some ideas that will help you out.
Let’s cut to the chase.
The Essence of Content Repurposing
Content repurposing is the process when you suggest new ways to refresh the existing content. To put it simply, you repurpose your blog post into a presentation and other interactive content.
You might wonder why you should repurpose content?
There are a few core reasons for this. Let’s review them:
- Efficiency: It allows you to avoid creating a new piece of content every time. You save your time and push the existing topic idea further.
- Content flexibility: It is a well-known fact that taste differs. Some people prefer reading blog posts. The other – watch video content. Thus, content repurposing is the only way to satisfy your audience.
Is there a need to repurpose every piece of content you create?
Content repurposing needs should align with your entire content marketing strategy and goals. Keep in mind that content repurposing is a complex process. It requires your time and effort. Therefore, it makes no sense to waste your time by repurposing every blog post on your blog.
As you might already guess, you need to prioritize what to repurpose.
How to do this?
Start with choosing a platform where you want your content to publish. For example, you have a YouTube channel with tons of subscribers. And the first thing to do is to figure out what topics your target audience wants to find on this platform. What YouTube trends are popular these days.
After finding the topic ideas related to your niche, you should identify the best-fit blog post and repurpose it into a video.
Besides, you can start your content repurposing process by reviewing analytics on your YouTube channel.
Pay attention to those videos that have the highest number of views. Then, repurpose these video topics into other forms of content.
One more way to find out what topics would be good targets for repurposing is by exploring the “Top Pages” report using the tool Site Explorer.
Review those pages that receive higher traffic. Eventually, repurpose the topics these blog posts cover.
Eight Content Repurposing Ideas to Try
So, what are ways to repurpose content efficiently?
Here are eight content repurposing ideas to use in practice.
1. Turn blog posts into video content
According to YouTube statistics, it is a popular platform on the web. And it will be a good idea to use this channel for your content marketing needs.
At Visme, a content team doesn’t shy away from repurposing blog posts into videos. For example, Visme’s content team has created a guide on flyer design.
This guide was repurposed into a video as well.
As you already know, the reason for repurposing should be visible. In other words, if people try to find this topic on YouTube, then it is worth repurposing.
How to figure out those topics that people explore on Youtube?
You can do this using Keywords Explorer tool. Switch the mode to “YouTube” and enter a few relevant topics. And review a “Matching terms” report.
Review the suggested list and draw your attention to a search volume metric. If some of the topics (with high search volume) match existing blog posts, you should repurpose them for sure.
2. Use blog posts to repurpose them into a book
When you already have a collection of blog posts on your site, you can repurpose them into a book. You can leave it as an eBook on your site or republish it as a paperback.
For example, HubSpot published an eBook on social media. This eBook suggests practical exercises that will help anyone to put learning into action.
The only drawback that you will face is that both eBook and paperback need refreshing time after time.
How to promote your written materials?
First and foremost, you need to find sites that collect lists of eBooks related to your business niche. One of the methods that can help you is using an SEO tool called Content Explorer from Ahrefs.
Search for “best [topic] books” and set the “Live/Broken” filter to “Only live” mode. Afterward, click on the “One page per domain” filter and sort the results by “Page traffic”:
Run through the list and find the best options to get your eBook listed.
3. Transform videos into short-form videos
Short-form videos have become popular since TikTok was in trend. YouTube is not an exception to the rule, either.
Hence, if you have existing videos on the channel, you can turn them into short-form clips. It will allow you to republish them across social platforms like Facebook, LinkedIn, Instagram Reels, Twitter, or TikTok.
4. Create guest posts using your existing content
You know that Google likes long-form guides. These beasts contain lots of comprehensive information that cover different sub-topics in one place. It creates a wonderful opportunity to produce separate blog posts that would cover each sub-topic itself.
Besides, you know that guest posting is an excellent way to share useful information with the audience and promote your product legitimately.
By the way, this method is called a “Splintering Technique.” But what does it mean exactly?
- You write a long-read piece of content published on your blog
- Split it into separate topics and cover them as guest articles across third-party blogs
This method is a flexible one. It allows you to take a sub-topic and transform it into a more advanced blog post idea. For example, you’ve published a detailed guide on Email Marketing on your blog. One of the sub-topics of the post is “email outreach.” Go ahead and cover this topic adding examples, facts, tips, and so on.
Another question is how to find sites that accept guest contributions?
Go to Google and type the following search request “[your niche] + write for us”:
Review the sites and pick up the most promising opportunities.
5. Repurpose blog posts into Twitter threads
It is an actionable practice to notify people about every content update on Twitter. You should do this by repurposing blog posts into Twitter threads.
Don’t limit yourself to turning blog posts into Twitter threads only. You can repurpose videos, podcasts, etc.
6. Work with content repurposing on Quora
Quora is a Q&A platform that can help you share information and promote your content. However, it doesn’t mean that you can create an account and start spreading your content here and there.
Instead, become a part of the community, abide by the rules, and be an active user who participates in the threads actively.
But how can you repurpose your content to meet the requirements of Quora?
Start with analyzing the question. Figure out if there is any connection with blog topics covered on your blog. If you find this connection, then create your answer to the question taking information from the piece of content.
If you think that Quora can’t give your content any boost, check out how many content views other experts have. For example, a popular marketing and SEO expert Rand Fishkin has over 1.9M content views.
Now, try this method yourself.
7. Use Reddit and repurpose your content
When you deal with Reddit, you should remember that this platform is quite strict when it comes to promotion. Nonetheless, it is a social media network where people communicate. It means you can share your helpful content.
Keep in mind that you can post a “tl;dr” version of your content. No internal and external links are allowed. Likely, you can leave a link to the original content at the end of your post.
8. Repurpose your content into various visuals
People consume information far better if it is represented in the form of some visual element. And the most usable ones are infographics, charts, graphs.
It is up to you which type of visuals to choose. However, content that you want to repurpose into an infographic or chart should align with it on an informational level.
What does it mean?
For example, if your blog post covers a step-by-step process or lists specific items, then you can repurpose it into an infographic. (You can see a great example here for what to include in an executive director board report.)
But if you need to illustrate a certain diagram that shows the relation between variable quantities, then you should use a graph.
Choose types of visuals for content repurposing attentively.
To Sum Up
Content repurposing is tightly connected with content promotion. You should know the exact way you’re going to promote your content before it is repurposed.
It is an ongoing process. That your content marketing strategy should take into account. And make sure you realize all pros and cons of each aspect of the content repurposing process.
Fortunately, with the help of these eight tips on content repurposing, you will succeed.
If you think this post lacks more tips, feel free to leave your ideas in the comments.
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