Repurposing Content

Here are some commonly asked questions about this topic.

What is repurposing content?

Repurposing content involves taking an existing piece of content and changing it to use across different media channels or for different audiences.

Repurposing content is the process of taking an existing piece of content and modifying it to serve a different purpose or format. This could involve transforming the content into a different medium, updating it with new information, or targeting it to a different audience.

For example, you might take a popular blog post and turn it into a video script, convert a webinar into a series of blog posts, or use the data from a research report to create an infographic. The goal of repurposing content is to extend its value by reaching different segments of your audience who prefer different types of content, and to maximize the return on your investment in content creation

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Why should I repurpose content?

Repurposing content allows you to reach a wider audience, as different people prefer different types of content. It also helps you get the most value out of your content creation efforts.

There are several reasons why repurposing content can be beneficial for your marketing strategy:

  1. Reach a Wider Audience: Different people prefer different types of content. By repurposing a blog post into a video, podcast, or infographic, for example, you can reach different segments of your audience who may not have engaged with the original content.
  2. Reinforce Key Messages: Repurposing allows you to reinforce your key messages across multiple pieces of content, which can help to increase brand awareness and understanding.
  3. Improve SEO: Creating multiple pieces of content around the same topic can help improve your search engine ranking for that topic. Just be sure to avoid duplicate content and to properly optimize each piece of content for SEO.
  4. Save Time and Resources: Creating good content takes time and effort. By repurposing your best content, you can get more mileage out of your existing content creation efforts.
  5. Extend the Lifespan of Your Content: Some content can quickly become outdated. Repurposing allows you to update and refresh your content, extending its lifespan and keeping it relevant for your audience.
  6. Increase Engagement: By presenting your content in new and varied formats, you can potentially boost engagement, as different formats tend to resonate differently with your audience.

Remember, the goal of repurposing content is not just to produce more content, but to create high-quality content that adds value for your audience. Always consider the needs and preferences of your audience when deciding how to repurpose your content.

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What are some ways to repurpose content?

You could turn a blog post into a video, use quotes from an article for social media posts, create an infographic based on research data, or compile several blog posts into an eBook.

There are numerous ways to repurpose content, allowing you to reach a wider audience and maximize your content marketing efforts. Here are some ideas:

  1. Turn Blog Posts into Infographics: Infographics are a visually appealing way to present information and they can be highly shareable on social media.
  2. Create a Podcast from Blog Content: If you have a series of blog posts on a similar topic, consider turning them into podcast episodes.
  3. Use Statistics or Data for Social Media Posts: If your content includes interesting data or statistics, highlight these in separate social media posts.
  4. Develop a Webinar from a How-To Guide: If you have a detailed how-to guide or tutorial, it could be turned into a webinar or a live workshop.
  5. Create an eBook from a Series of Related Blog Posts: If you've written a series of blog posts on a related topic, consider compiling them into an eBook.
  6. Turn Customer Testimonials into Case Studies: You can repurpose positive customer testimonials or reviews into more detailed case studies to showcase on your website.
  7. Transform Internal Reports into External Blog Posts: With some tweaking and generalization, internal reports or analysis can be turned into blog posts to share your insights with a wider audience.
  8. Convert a Webinar into a YouTube Video: If you've hosted a webinar, consider editing the recording and posting it as a video on YouTube.
  9. Create a SlideShare Presentation from a Blog Post: If you have a particularly informative blog post, it might work well as a SlideShare presentation.
  10. Repurpose Content into a Newsletter: Regular newsletters are a great way to keep your audience updated. You can include snippets from recent blog posts or other content.

The key to successful content repurposing is to always consider the needs and preferences of your audience. Make sure the repurposed content provides value and is presented in a format that your audience will appreciate and engage with.

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Can repurposing content hurt my SEO?

Repurposing content won't hurt your SEO if done correctly. Ensure that the repurposed content is significantly different from the original, add new insights, and avoid duplicate content.

Repurposing content, when done correctly, does not hurt SEO. In fact, it can actually boost your SEO. When you repurpose content, you're not using the exact same content in multiple places, which could be seen as duplicate content by search engines. Instead, you're adapting it to fit different formats or audiences, which can help you rank for different keywords and reach a wider audience.

However, it's important to note that while repurposing content can benefit your SEO, simply duplicating content can harm it. Search engines like Google aim to provide users with a variety of content, and they may penalize sites that have a lot of duplicate content, potentially resulting in lower rankings.

Therefore, when repurposing content, make sure to adapt it sufficiently so that it's not seen as duplicate content. This might involve updating the information, changing the format, targeting a different audience, or adding new insights or perspectives.

Another point to consider is that repurposed content should still link back to the original content. This helps search engines understand that the content is a different version of the original piece, not an attempt to duplicate it.

In summary, repurposing content can be a great way to maximize your content creation efforts and improve your SEO, as long as it's done properly.

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How do I choose which content to repurpose?

The best content to repurpose is typically your most successful content.

Choosing which content to repurpose involves evaluating your existing content to identify what has been most successful or valuable. Here are some steps to guide you:

  1. Analyze Your Content: Look at your analytics to see which pieces of content have performed best. This could be in terms of traffic, engagement (like shares or comments), lead generation, or any other metric that's important to your business.
  2. Consider Evergreen Content: Evergreen content, or content that remains relevant over time, is a good candidate for repurposing because it continues to provide value to your audience.
  3. Look for Comprehensive Pieces: Detailed, long-form content like guides or whitepapers can often be broken down into smaller pieces, making them great candidates for repurposing.
  4. Identify Audience Favorites: Pay attention to the content that resonates most with your audience. This could be content that receives a lot of comments, shares, or positive feedback.
  5. Consider Current Trends or Events: If an older piece of content becomes relevant again due to current events or trends, it may be a good candidate for repurposing.
  6. Revisit Old Content: Older content that performed well in the past can often be updated and repurposed. This can be a beneficial way to bring new life to successful content.

The goal of repurposing content is to create new, valuable content for your audience. Always keep their needs and interests in mind when deciding which content to repurpose.

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How often should I repurpose content?

There's no set rule for how often you should repurpose content. It depends on your content strategy, resources, and what makes sense for your audience.

The frequency at which you should repurpose content can depend on a few factors such as your content goals, audience engagement, and the performance of your original content. However, a common approach suggested by digital marketing experts is to post content two to four times a week for optimal results, and repurposing content can help achieve this frequency without creating entirely new pieces each time.

Furthermore, experienced marketer Derek Halpern suggests a 20/80 rule for content creation and promotion: spend 20% of your time creating your content and 80% promoting it. Repurposing content falls into the promotion category, allowing you to extend the reach of your content and engage with different segments of your audience.

It's also important to consider the nature of the content. Evergreen content, or content that remains relevant over time, is ideal for repurposing. This type of content can be reused in various formats over months or even years.

The goal of repurposing is not just to fill your content calendar but also to provide value to your audience in different ways. Always monitor the performance of your repurposed content and adjust your strategy accordingly.

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