5 Tips for Repurposing Your Content


5 Tips For Repurposing Your Content

We’re all taught the three R’s in school – reduce, reuse, recycle – but what about the fourth: repurpose?

You can repurpose a pair of old jeans by turning them into shorts, or an attractive glass jar by using it as a flower vase. Similarly, you can repurpose your existing content to make it perform better, appeal to different audiences or simply give it a facelift.

Why should you repurpose content?

When it comes to creating high quality content, you don’t need to reinvent the wheel every time. Sometimes, the content you’ve already published can be given new life with a few tweaks, a different angle or a slight rework.

Repurposing content saves time and money, but it can also help you:

  • Appeal to new demographics
  • Establish thought leadership
  • Generate more traffic
  • Update dated information
  • Bolster brand identity

Already have something in mind you’d like to fix up? Here are five ways to get started.


5 ways to repurpose existing content

1. Edit under-performing blogs 

Go into your performance  report. Which blogs aren’t fairing as well as you’d like? If the topic itself is weak, move on – but if not, repurpose.

If you think a blog post has potential, you might be able to salvage it by rewriting the piece, extending it, or just plain improving it. To do so, you can:

  • Turn a standard article into a guide or a ‘how to’ piece
  • Use information from the piece in an infographic
  • Add new formatting like numbers or bulleted lists – like this one!
  • Enhance the piece with videos, social embeds or other rich media

To be clear, repurposing isn’t the same as reposting. Find the value in existing blogs and figure out a way to emphasise it.

2. Blog about landing page topics 

Every content creator knows it – mental block. Maybe you can’t think of new ideas, or simply don’t know which direction to go in with your upcoming blog topics.

When this happens, a good place to look is your landing pages. If you spent a lot of time creating thorough, detailed pages, be sure to amplify that content across your blog.

Go through your top performing landing pages and use subheaders to inform blog topics. You might be amazed at how much you can come up with once you put your creative thinking hat on.

3. Write about infographics 

People follow illustrated directions 323 per cent better than plain, written text, according to Hubspot. Hence the effectiveness of Infographics, which are shared and ‘liked’ three times more often than any other kind of content.

Considering their popularity, it makes sense for businesses to have an infographic or two in their content vault, but once made, how can you repurpose one?

A good strategy is to add some text. Publish a blog that not only features the graphic, but also describes it in some way, or extrapolates on a certain point made in the graphic. Not only will this help you amplify effective content, but it will also help you rank as search engines still rely heavily on words on the page.

4. 10x your content with video CTAs 

Even simple videos, slideshows and custom animations can be a big investment for businesses. Therefore, it makes sense to repurpose videos and get the most bang for your buck.

A great way to do so is to craft an animated CTA that you can publish in multiple forms of content – from your landing pages to your blog posts and email newsletters.

Adding a well-defined, attractive CTA is a great way to play up your content. A video CTA is a double whammy. According to Hubspot, video can improve your:

  • Social engagement  – posts with video are retweeted 150 per cent more than those without
  • User interest  – 79 per cent of users would rather watch a video than read text
  • Sales – 81 per cent of marketers directly link video to increased sales
  • Website traffic – 76 per cent feel video improves traffic on their site

5. Curate new blog posts from old ones 

If you have a sizable blog archive, look through it and see what themes you can come up with – this will be easier if you have been tagging your posts. Then, use this collection of older headlines to come up with a new article.