Repurposing content: The why, the what and 11 ways you can do it
We’re all producing a mammoth amount of content for our websites. It takes a lot of time, effort and skill. Wouldn’t it be nice to get the most out of it?
Repurposing your existing content is like renovating your (now adult) children’s old bedrooms and turning them into a study. You’re breathing new life into something that is still useful but could provide more value with a few changes and a makeover.
Why repurpose content?
Just because a piece of content has already been published does not mean it can’t be used again.
Aside from making your life a little easier, there are other reasons it’s a good idea to repurpose your content. Different content types appeal to different audiences. Some people prefer visuals, whereas others enjoy reading an in depth blog post. Transforming a piece of content into a different type might enable it to be consumed by a larger portion of your target market.
Giving your content a refresh can also encourage more traffic from SERPs or social media if you update it with more recent information. You are likely to know more now than when the content was first created, so you can add to it and make it more relevant for your audience.
At the end of the day, repurposed content gives you more bang for your buck. Obviously, you can’t do anything that would risk Google pinging your site for duplicate content, but there are ways to reuse content without getting into trouble.
What kind of content should you repurpose?
To repurpose your content you need to transform it into a different type or distribute it on a different medium. Repurposing works most effectively with certain kinds of content.
Evergreen content is ideal for repurposing as it contains timeless information. Topics around news stories or events will not work well if repurposed because your audience will have likely already heard about it, and won’t be interested in reading about it again. Only choose content that will continue to be relevant and useful.
Google Analytics will identify your most popular content by listing which pages receive a higher traffic flow and engagement rate. Freshening up the content on these pages ensures that visitors will continue to return for its usefulness and relevance. Content that is still receiving steady traffic but could do with some fact checking is also the perfect candidate.
Perhaps the links can be updated or new information has been released that can be added to it which provides even more value for your audience. It’s quick and easy but greatly improves the quality of your content.
It’s not just your website content that can be re-used, but also work that has been performed internally. Certain things that have been produced for interoffice use might actually be suitable for sharing with your audience!
Here are some ways you can repurpose your content to give it new life.
If you have powerpoint presentations or blog posts with accompanying images you could easily turn these into SlideShares. LinkedIn has a dedicated section of its site for SlideShare presentations that can also be shared to the main feed. If you want to upload your own set of slides you can use LinkedIn’s step by step guide which is, you guessed it, on a SlideShare. Visit the LinkedIn site to find out how to create your own presentation.
Whitepapers are similar to blog posts but they are typically much more in depth and target specific topics. You could use an existing post and elaborate upon it to create a whitepaper. Provide some extra information and explore the key points deeper to ensure it is of high value to your readers. One of the benefits of creating a whitepaper is that you can gate it behind a form fill, allowing you to gather information about your audience and capture leads.
3. Update facts
As mentioned, some of your older posts may still be useful to your audience but could contain some outdated information. Check back through your content to see if anything can be refreshed to make it more current. You can either include an ‘update’ section at the top of the post or just change the links and references to ensure your audience is getting the most accurate information.
A great way to give your content new life is to record it over a podcast. Content in this form makes it easier for
people to digest as they can just pop their headphones in and play it while they are at work or in transit, rather than stopping what they are doing to focus on an article. This will require very little effort on your part as you only need to read out and record your existing content, no changes are required.
5. Snippets on social media
Keep your social followers engaged by using snippets from your content in social media posts. You could use a statistic, a quote, or just a useful piece of information.
Posting these bites of information on your social platforms will help to drive traffic and keep people interested in your brand, without you having to create anything new.
6. Re-sharing posts
While you can’t copy your content onto a different platform, you can certainly re-share links to it on your social accounts. Re-posting articles, infographics or other pieces of content that have done well on your site will provide that extra boost in traffic with no risk of any penalties.
Rather than telling a story with words, use an infographic to transform your written content into something a bit more engaging. This is a great way to break down more complex topics and will make your content easier to consume. It could also increase the odds of it being shared to a wider audience on image-sharing platforms.
8. Existing content for new ideas
Just because you’ve written about a topic doesn’t mean you have covered every aspect of it. You can create spin-offs of great content by creating something that builds off the original idea. For example, a spin-off of this article about repurposing content could be a step by step guide to creating infographics from existing content. It’s a related topic that won’t require any further research, and you can link the articles to each other to increase authority.
At the end of the day, the aim of your content is to share your knowledge with your audience. A webinar can do exactly that, and you can use some of your old content to provide the agenda for it. People often find it useful to hear someone explain a certain topic rather than read about it, and a webinar provides the perfect forum for them to listen and ask questions.
10. Internal data
Research or reports that you have created in house could be very useful for your audience. Rather than keeping the information internal you could create a case study or an infographic containing the data. All that’s required is putting it together – you already have the backbone of your content at hand.
11. Pinterest board
If you have a lot of images about the same topic, a Pinterest Board could be a great way to get some more eyeballs on them. Whether it’s infographics or just related images, sharing a board that groups these together provides another forum to share your content without any extra content creation.