How You Can Repurpose Content
We’re all being encouraged to live in a more sustainable way these days – ‘reduce, reuse, recycle’ has become a way of life rather than a quote from a kids’ TV show. But what if you could bring new life to your own marketing material simply by reusing and recycling it? We take a look at how to repurpose your old content to help your organisation stand out from the crowd.
What is repurposing?
Constantly creating new and engaging content can sometimes seem like an uphill battle. With so many different industry and sector topics to be discussed and so many other people posting content about similar subjects, it can be difficult to know what to say and when.
A report by the Content Marketing Institute found that 74% of marketers said that blogs were the single most important tactic which contributed to ‘overall content marketing success’. Content creation has moved on even in the five years since then, and now you have a range of new and interesting ways to distribute content, along with different formats. If you’ve exhausted your list of blogs, videos, images, infographics, polls, surveys and TikToks, it might be time to consider repurposing some of your old content.
Repurposing can help you:
Reach new audiences – if your organic traffic is stagnant, repurposing your content will help drive new audiences towards it. A new spin on an old subject to bring it up to date will refresh its relevance.
Improve your organic visibility – organic searches make up around 53% of all trackable website traffic so if you want to improve your organic visibility and traffic, repurposing your existing content will help drive users to your site.
Revitalise your message – covering the same topic in different formats helps reinforce its message, brings added value from the new angle you put on it and promotes it all over again.
Save time – if you’ve already got a substantial ‘library’ of content it makes sense to reuse the information in new and innovative ways. Not only will this approach save you time but will also cut marketing costs.
How to 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.
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You’ve spent a great deal of time and effort building up your content for your brand, so it would be a shame to leave it languishing where it can’t be effective. Repurposing content will invigorate your presence and save you money!
Check out how Paiger’s range of marketing features can help you schedule (repurposed) content and build your brand.