How You Can Repurpose Content

Take a look back through all your old blogs. Of course, a number of them will be time-sensitive and only relevant to when they were originally published. (For example, keep lockdown-related content back in 2020 and 2021 where it belongs.) However, many of them will contain information that’s still relevant and can be made newly bright and shiny for a brand new audience.

Google Analytics is your friend. Find out from your ‘landing pages’ report which of your posts have performed the best, and driven the most traffic to your website. Then think about why they’re popular – was it a post relevant to a current event? Was it funny? Were there lots of tips and advice? Once you’ve worked out their appeal then you can begin to repurpose the content through new channels.

Not everyone enjoys reading lengthy posts – some people simply don’t have the time. And others don’t like watching extended videos, especially if there are no subtitles. By repackaging your content into new formats you can reach new audiences and grow your online presence. 

If you have white papers that you’ve previously produced, why not turn them into an impactful infographic? Human beings process 90% of their information visually, and we process images up to 6,000 times faster than text, with around 65% of us having a visual learning style. Studies have shown that an easily-accessible infographic is thirty times more likely to be read than an article full of text. In an average whitepaper, there are multiple examples of potential infographics, so it’s a great tactic to use to drive traffic and share relevant information.

Explore how to repurpose content for social media. You should already have a professional LinkedIn profile, and there is some great information available on writing a highly effective post and how to measure its effectiveness. Old blogs can provide some great LinkedIn content ideas, as well as prompts for single tweets or a longer thread on Twitter (which also lets you analyse metrics to gauge your content’s effectiveness). Don’t forget to mix up text, graphics and videos if you can, plus include as many relevant #hashtags as possible.

If you’re targeting Millennials or Gen Z, TikTok should be your destination of choice. With over 100 million users in Europe alone, TikTok’s unique algorithm means that users are shown content that they are interested in and engage with, not just the accounts that they follow. It’s a great opportunity to increase awareness of your brand as well as build a community of highly-engaged users.