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The Many Benefits of Repurposing Content

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February 19, 2018

Creating strong, engaging content takes a lot of hard work and hours, and there’s no better way to get the most out of your content than by repurposing it. Not only will it give you more bang for your buck, as you’ll be sure you aren’t wasting any of your older, though still engaging, content, but you also have a better idea of how repurposed content will perform.

One of the major benefits of repurposing content is that you can always pick and choose which content to repurpose from your top-performing posts. If you have a blog or video that got amazing traction, there’s no reason why you shouldn’t use that to your benefit by reposting, re-working, or re-interpreting these proven performers. Ultimately, repurposing content is a great way for you to get more eyes on the content you know is the strongest.

When it comes to marketing any kind of business online, engaging blog or vlogs are the driving force behind social media posting, email content, ad copy, and any other platform online where your potential customers can learn more about your business. That’s why creating high-quality content that you can repurpose is key.

By repurposing your content, you’ll not only be able to generate more revenue with little to no effort, but you’ll also be able to utilize different platforms to attract more users or customers to your website.

In this post, I’m going to be explaining the reasons why you should be repurposing your content, and how you can go about doing it.

Evergreen Content

While consistently pushing out new, original content will always be a key to success, there’s no reason why you should abandon your evergreen content. Evergreen content refers to blogs or videos that performed well and don’t include time-sensitive information—in short, evergreen content is a top-performing post that hasn’t gone out of style or gotten old, that can be now or six months from now and still be relevant.

Evergreen content is the easiest to repurpose, as it typically won’t need any reworking. The only challenge will be in figuring out unique ways to present this content across platforms—whether that means turning an evergreen blog post into a video or figuring out a different tag to catch the user’s attention over different social media accounts.

It’s important to always be aware of what evergreen content you have in your arsenal so that you’re ready to share them again at the perfect moment. It’s always a good idea to keep up to date with what’s going on in your industry, as this can be incredibly useful in the timing of repurposing. For instance, say you have a blog post about the future of VR in digital marketing, any time a big digital company like Facebook or Snapchat makes an announcement about developments in their VR platforms would be the perfect time to repurpose that evergreen post.

Repurposing for Social

When it comes to repurposing content over your various social media platforms, the best way to think about it is to come up with a unique approach for each social platform.

As I’ve already mentioned, one great way to repurpose a blog post would be to take the core themes of the post and turn it into a video for YouTube. This will be a fresh new approach to a subject you already know your audience is interested in.

When it comes to repurposing content for Facebook and Twitter, the key is in the way you present it. If you have a ‘how-to’ list, you can share one of the list points on Twitter with an accompanying link. On Facebook, you can share a long quote from the post along with the URL.

Always keep in mind the technical adjustments you’ll have to make for each platform. For example, repurposing a video for Instagram will require a shorter clip to get your point across.

Repurposing for Email

Repurposing content for email is a great way to drive traffic to your blog and is a great way to get your content in front of new eyes. Most of your content will have been shared on your social and seen by your following, so sending an email campaign that links to a blog or video on your website will introduce that piece of content to a new audience.

Using email is also a great way to stretch your content out and work smarter instead of harder by breaking up your content into smaller pieces and sending them out in a drip campaign using email automation. For instance, say you have a blog detailing the all the marketing trends you expect to see in the next year, you can break that blog up by each trend and send out a campaign for every trend.

Repurposing for Ad Copy

Repurposing blog or vlog content is an essential part of any successful social media ad funnel. Repurposing content is essentially just one more one to diversify your reach, and getting your content onto as many platforms and websites as you can will help attract the attention of new potential customers, drawing them into your funnel.

By added new touches or polishing your evergreen content instead of creating extra content from scratch, you’ll be encouraging engagement and driving traffic to your site without having to waste any extra resources.

The Dos and Don’ts of Repurposing Content

Repurposing content is one of the most profitable strategies you can use in digital marketing, and it’s easy to do.
Just remember:

  • Do listen to your audience: Repurpose content that has performed the best
  • Don’t ignore feedback: If a popular post generated a lot of comments and feedback from your audience, take that into consideration when you’re updating. This also goes for choosing the right content to repurpose—don’t repurpose content that nobody like the first time around
  • Do switch things up: Find unique tags or platforms to repost your content and tailor it to each channel
  • Don’t pretend content is new: Your followers aren’t dummies, and transparency is always key. Adding the right comment or lead-in can make all difference when repurposing content
  • Do update when needed: Adding in new information or polishing old content will help add value and make your post better

If you’re interested in learning more about the many ways to improve your digital marketing strategies, then visit our blog, subscribe to our YouTube channel, and check out our Digital Marketing School.

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