Creating fresh content is not always the way to increase a brand’s reach and improve its audience’s engagement. This is especially true for those who already have an archive of high-quality content that isn’t reaching its full potential. In such situations, content and digital marketers often seek assistance from innovative approaches. One of those successful unconventional techniques of recent times is content repurposing.
But what exactly is meant by that? How can one repurpose their content to make it more impactful in such competitive times? If these questions represent your confusion, this is the place where you should stick out till the end.
In this blog post, we’ll share some experts’ recommended ways for repurposing content. We’ll also specify a bonus solution to help you meet the demands for efficient content consumption. But first, we’ll get started here by discussing the concept and benefits. So, let’s begin.
Everyone creates content with a goal, objective, or target that they intend to achieve, right? But when a particular piece fails to accomplish its desired aim, that’s where the need to repurpose content enters the scene. But what exactly is that? To understand this concept, let’s delve into the literal meanings of its words.
The word ‘content’ refers to ‘any material you consume’ to get information, entertainment, etc. On the other hand, ‘repurpose’ is the ‘act of using something for a different aim.’ By putting these two literal definitions together, the term ‘content repurposing’ gives the following meaning:
A strategy of reusing existing content and transforming it in a way that improves its impact, reach, and usability.
So, it is a technique of breathing new life into an existing material. It also goes by the name of content recycling. Hence, you can apply this strategy to diversify your content offerings in the following ways:
Turn an obscure blog post into a video.
Transform a video into a podcast.
Convert a series of articles into eBooks.
Change research into attractive infographics.
You may have now figured out the ‘what’ for content recycling. If so, let’s now discuss the advantages of using this technique in both content and digital marketing. Here is how you can benefit in the online world if you repurpose content correctly:
People prefer content consumption in different ways. Some rely on text-based blogs and articles, whereas others use videos and podcasts. Fortunately, you can cover a wide range of audiences by simply recycling your content. For instance, you can repurpose your material into various additional formats. Doing so will help you target new audiences, which will eventually boost your brand’s reach.
Text can sometimes be boring. For this reason, you can’t engage everyone with entirely text-based research; you also need that ‘X’ factor to maintain people’s interest and increase the likelihood of your content’s success. That’s where content repurposing will come in handy. For instance, you can recycle the data-related sections of your research into infographics. This way, you can improve the engagement of your work without removing anything essential.
Content creation from scratch is undoubtedly resource-intensive. But you can save a fortune for your brand if you already have an archive of underperforming content. To do so, you will just have to repurpose content and update it with current information and industry trends. This way, you will be able to adjust it better to meet the latest trends without wasting money, time, and effort.
Now that you’ve understood the concepts and benefits of content repurposing, it’s time to discuss the experts’ recommended ways of implementing this technique. So, here is what pros suggest doing to recycle different types of material:
According to a recent study, there are approximately 5.16 billion active social media users globally out of a population of 8 billion+ people. Such a vast percentage indicates that if you want your brand to succeed, you must focus on creating social media content. So, here is how you can repurpose your old and already-existing material for social networking platforms:
How often have you seen someone using quote-related graphics from social media? A lot, right? In the same way, you can also use the popularity of such a content piece to increase the impact of your brand. But how?
Well, you can extract key takeaways from your existing blog post, podcast, or video content and recreate it as a catchy social media visual. Then, you can post it on various social networking platforms to attract a new group of people and build your brand’s awareness and engagement.
Research shows that long video’s popularity has decreased since short-form video content emerged. So, if you already have an archive of videos or podcasts, you can recycle them into reels or shorts to increase your brand’s impact. But make sure to pick out the most compelling section, as doing so will increase the likelihood of the short clip’s success.
Sometimes, no matter how many CTAs you incorporate in your blog posts, you simply fail to compel the readers to take the desired actions. In such situations, you can repurpose content and craft an actionable post for LinkedIn.
To do so, you don’t need to post the whole thing on LinkedIn. You simply have to grab the most actionable insight from your blog post and create a LinkedIn post. But make sure to tailor your post accordingly.
If you sell some products, you can use their reviews to craft user-generated content on social media. That content can be in the form of pictures, GIFs, or even short videos. But whichever format you choose for posting user-generated content on your social media platform, be sure to make it compelling. Doing so will increase its impact.
Blogging may be a powerful tool for driving organic traffic to a platform, but blog posts alone aren’t enough to build an impactful online brand. You need to transform your blog content into other forms. So, here are some experts’ recommended suggestions for repurposing the content of old blog posts:
Some blog posts are like an episode; they are interconnected. So, if you have an archive of such blog posts, you can create a downloadable eBook or guide out of them. However, you may have to make a few adjustments according to the standards of eBooks. This way, you will be able to showcase your industry expertise and create a lead magnet for your brand.
Sometimes, blog posts rely a lot on statistics, figures, etc. So, if you have such a blog post, you can create catchy infographics and video slides out of them. This way, you can post your newly created content on platforms like LinkedIn and Pinterest and elevate your brand’s impact.
How often do you see a blog post that guides people on troubleshooting issues? Probably a lot, right? So, if you have any such blog posts, you can repurpose their content in the form of video guides. By posting it on video streaming services, like YouTube, you can drive more traffic to your main platform.
Statistics show that, on average, 70 million people listen to podcasts monthly. And that’s just in the United States. This percentage spikes up in the rest of the world. So, you can repurpose your high-performing blog posts into podcasts and invite industry leaders to create more impactful content. But you may have to make a few additional tweaks according to the scripting standards of podcasts.
Some blog posts are not just informational; they also intend to compel the target readers to take the desired actions. So, if you have any such blog posts, you can repackage them into email newsletters. But again, you will have to make adjustments according to the writing guidelines for winning emails.
Sometimes, there is no need to adopt a new format for content repurposing. In such situations, it is also possible to repurpose content by simply reshaping outdated information or readjusting the material according to the latest trends. This is especially true for the content of blog posts or websites that revolve around ever-changing industries, such as technology. So, if your platform focuses on such an evolving niche, you can add worth to your old content by simply sticking to the following professionals’ recommended guidelines:
Update information (examples, facts, figures, statistics, etc.) according to the latest changes in your industry.
Revamp the meta title and description to benefit from an improved click-through rate (CTR). This is especially valid for a content piece that has been written well but failed to intrigue people to open it from SERPs.
By now, you may have become familiar with the benefits and various practical methods of content repurposing. However, you should know that recycling your content will only help your cause if you do it correctly. So, to conduct this process effectively, you can also get help from a rewording tool. Here is how this utility can help out:
This tool is packed with nine different text repurposing modes that can quickly change any text’s writing style and tone while maintaining its original intent. So, you can try the output from multiple modes to repurpose your old blog post’s content into a catchy email, YouTube script, or social media and increase the impact of your brand.
Once this utility has generated the output, it also provides suggestions for contextually appropriate synonyms according to the selected mode. Hence, you can use this feature to change the wording and sentences of your content and increase the overall impact. This feature will especially come in handy when you have to alter a blog post’s content into something formal or professional.
Now, you may be wondering how an AI reworder achieves all that with exceptional accuracy and pace. Well, the answer to this question lies in the integration of the following techs:
NLP (Natural Language Processing).
Machine learning (ML) models.
The availability of such advanced technologies empowers this utility to conduct the entire process quickly and precisely. However, you can also alter its output slightly to suit your use case. For this reason, experts recommend understanding the original text before trying to repurpose it with an AI tool.
All in all, content repurposing is a strategic approach to maximizing the value and reach of your existing content. However, you can only benefit from this technique if you understand it clearly. So, before familiarizing yourself with the various ways of how to repurpose old blog posts or other types of content, grasp the concept of content recycling first. Once you’ve done so, you can use the various practical methods discussed above to repurpose content across multiple platforms.
Rewording Tool
