Are you repurposing your old content? If the answer is no…then you’re missing out.
Why create a piece of content and leave it be when you could get so much more out of it? Why spend time creating content when you already have some amazing content just ready to be re-used?
In this ultimate guide to repurposing content, I’m going to show you how to get more out of your content.
What does repurposing content mean?
Repurposing content is not a shortcut and it shouldn’t be seen as such. If you’re re-using content just because you don’t feel like creating any more new content, you’re not doing it right – there’s a difference between reusing your content and actually repurposing it.
[sc_fs_faq sc_id=”fs_faq3y1eagyjw” html=”true” headline=”p” img=”” question=”What does repurposing content mean? ” img_alt=”” css_class=”” ]Repurposing content means turning your content into a different format and/or optimizing existing content for a new target audience.[/sc_fs_faq]
Reusing content, on the other hand, is simply a way to take existing content and republish it as new – with minimal changes or even no changes at all.
Here’s a practical example:
Think of one of your best performing how-to blog posts – the one that consistently gets the most traffic and the most shares and comments. If you wanted to reach a new audience with a piece of content that you know gets results, you could repurpose it post by turning it into a video and publishing it on different channels, such as YouTube – and that’s what content repurposing is: you’re turning a piece of content into something completely different and reaching a brand new audience.
Or, you could simply republish that how-to post after updating it to hold accurate and up-to-date information: that’s an easy, quick way to reuse old content. It’s definitely great practice to do something like this – especially updating old content with new information – but ultimately, it’s not content repurposing.
Benefits of repurposing content
Here’s are the biggest benefits of repurposing content:
- Reach a new and larger audience: as we’ve seen in the previously mentioned example, repurposing content is a great way to reach a new audience – when you turn a piece of content into a different format (such as a blog post into a video or into several social media updates), you’re effectively targeting a new audience
- Make the most out of your best content: you can’t consistently create amazing resources, but what you can do is make the most of each one. Whether a piece of content saw huge success or was missed by audiences, you can always repurpose those pieces of content and make sure they get results they deserve (or boost their already amazing results)
- Save time: repurposing content is not necessarily quick; in fact, in some cases, it can take a while to repurpose certain pieces of content (for example, if you were to turn a guide into a webinar or a longer video). But you do save time (and sanity) by not having to come up constantly with new ideas, researching new ideas, and in some cases, also with creating content. There are so many different ways to repurpose content and some are very quick, while others will take some time – you’ll see what I mean in a bit.
- Improve your SEO: not only will you be targeting similar keywords with multiple pieces of content, but updating old content also helps with search engine optimization. Plus, the more successful one of your pieces of content is, the more shares and backlinks you get, which once again, is great for SEO
As you can see, repurposing content is not just about saving time, but also about making the most out of your content and driving as many results as possible.
Now, let’s look at the best practices for repurposing your content – before you actually repurpose your content, make sure you follow these steps:
First step: audit your content
Before you start repurposing anything, you need to establish what you should repurpose. Not every piece of content can be reused and there’s no point in repurposing any old blog post just because you want to save time.
Instead, look at repurposing content as its own content marketing strategy, a strategy to help improve your results – not a shortcut to creating more content out of nothing, just for the sake of publishing content.
Make a list of your most popular all-time content
The best content to repurpose is the content that has already proven itself to be successful: your most popular content.
Whether it’s social media content, blog content, email marketing campaigns, and so on, the key is to find the content that your audience engaged with the most.
Open up a spreadsheet and document and start writing down your most popular content:
- Check your website analytics: open up your Google Analytics account and head over to Behaviour -> Site Content -> All Pages; then, change the date range to a longer time period to see your most popular content:
- Check your social media analytics: whatever social network you use, check your analytics to see which posts have generated the most engagement. On Facebook, for example, go to your Page Insights and click on posts to see a list of all your published updates to see which ones got the most clicks and/or engagement. On Twitter, head over to Twitter Analytics and click on Tweets; once there, click on the Top Tweets tab to see a list of your best-performing tweets. Change the time period to see all of your best tweets from each month
- Email marketing: check your email marketing tool to see which campaigns generated the highest open rates and click-through rates. Then, include the content in those campaigns to your list of popular posts
- Other channels: whatever other channels you’re using (maybe you’re also podcasting or you regularly presentations on Slideshare, for example), check your analytics and make a list of your most popular posts shared over time
Make a list of your evergreen content
The next step is to find your evergreen content.
This content stays relevant over very long periods of time; and in fact, if you update them regularly, they could possibly be relevant forever.
For example, a guide on writing powerful headlines will stay relevant pretty much forever – so long as we still consume content, headlines will always be important. In fact, you might not even need to update such a post.
Generally, evergreen content is educational in nature and has little to do – or nothing even – with current news and developments in your industry.
For example, a guide like “how to get started with Facebook marketing” will stay relevant (with some regular updates and revisions along the way) for years – so long as Facebook is still a great marketing tool -, while a post like “how to make the most of the most recent Facebook algorithm changes” will only be relevant for a short period of time and then will be completely irrelevant as even more new changes are made.
Take a look at a list of all your content (by the way, it’s very useful to have a handy list of all your published content on hand!) and mark down all of your evergreen content.
Together with your most popular content from your website/blog, social media, and so on, you should now have everything you need to get started repurposing your content.
Here are the best ways to repurpose your content like a pro and squeeze as many results as possible out of your best and most popular pieces of content:
18 Ways to Repurpose Your Content:
1. Update old posts
Remember that amazing, super long, guide you published a few years ago? Or that blog post that somehow generated amazing shares, traffic, and comments?
You can easily bring new life to these pieces of content by updating them – you could even do it on a regular basis (for example, once a year).
To show this, either write the Update Day under your headline or if your content management system allows it, change the publishing date so it appears as a new post.
This works best with how-to guides and listicles; for example, if you had a Facebook marketing guide, you could update every year so it stays relevant over time, taking into consideration all the latest updates and changes.
Or, if you wrote a list of top digital marketing tools, for example, you could update it regularly to add any new amazing tools to the list, as well as remove any discontinued tools.
2. Expand on a piece of content/blog post
Some of your older posts can be expanded and offer even more value.
For example, I once wrote a listicle on the best tools for spying on your competitors and it performed very well. Clearly, there was a lot of interest in the subject.
So, what I thought I’d do is use this listicle in a future blog post: a how-to guide that not only includes a list of useful spying tools but also explains to the reader exactly how to do it and what they should research about their competitors.
This didn’t necessarily save me time creating content because I still had to write the accompanying guide, but what it did do is allow me to write a piece of content that was almost sure to bring value to my readers.
Now, take a look at your most popular posts: which posts could you use as a spin-off for a new piece of content?
3. Turn a longer post into a series of shorter posts
Another way to make the most of a posts’ popularity is to break it down into a series of shorter pieces of content.
This method works particularly well with longer how-to guides and long listicles.
If you’re familiar with my blog, you might know of my yearly 101 Best Twitter Tools of the year posts; what I could do to repurpose that post which has already proven to be very popular, is to break down into a series. For example, this long listicle could turn into a dozen other shorter, more targeted listicles, such as:
- The best Twitter management tools
- Top Twitter analytics tools
- The coolest Twitter tools you’ve never heard about
And so on, and so forth.
Or, for example, if you had a guide – for example, “How to promote a blog” – you could turn into several shorter pieces of content, such as:
- How to use social media to promote your blog
- 5 blog promotion tactics that you might not know about
- The best blogging communities for sharing your blog posts
- The best-paid ways of promoting your blog
That’s said, if you’re just breaking it up into shorter pieces of content and publishing them as such, you’re not making the most of this opportunity; ideally, take the time to update that piece of content to work as a standalone piece and ensure it provides real value to your audience.
As you can see, evergreen posts can be incredibly versatile when it comes to repurposing – there are so many possibilities, you just need to be creative and discover them.
4. Create a presentation
Another great way to bring life to your older posts is to turn them into a different type of content; in this case, a presentation, which you can then share on different platforms like Slideshare and reach a new audience.
Plus, you can also publish them on your website/blog and even on your social media if you further repurpose your slides and turn them into social media images. But, I’m getting ahead of myself.
Look for your best performing educational content as well as any posts with lots of statistics and powerful quotes – these are the perfect ones for repurposing into a presentation.
5. Create an infographic
Infographics are still very powerful pieces of content which you can use not only on your own website and blog, but also to share on social media.
Like previously, focus on content that is educational in nature and/or preferably has a lot of interesting statistics; break them down to the most important information you’re giving in that post and use that to build your infographic.
Here are some useful tools to help you create beautiful infographics:
6. Create a video out of your successful content
You might’ve noticed a pattern – turning your best posts into different content formats.
In this case, video.
Video performs extremely well and isn’t that difficult to create anymore as you can use a wide variety of video creation tools and stock footage.
And when you repurpose content into a video, you also get to forego the process of actually coming up with ideas for new videos (which can definitely eat up considerable time!)
You can create videos to share on your email marketing campaigns, on your social profiles, on your website or landing pages, and to upload to your YouTube channel.
Check out my guide to video marketing here to find a list of useful video creation tools to help get you started.
7. Create an e-book out of your content
E-books are great resources and bring a lot of value to your audience. Plus, they’re great lead magnets so you can offer them as email sign-up incentives.
One of the best ways to put together an e-book by repurposing content is to combine a series of related content.
So for example if you have several pieces of content on a particular subject, you can put them all together and make small alterations to make it read like a book; you’ll have to write an introduction and conclusion, as well as make sure that each chapter flows well from one to the other.
8. Create a webinar based on your popular evergreen content
Webinars can be a lot of work but if you have a great subject, they can also be incredible lead generation tools so the effort is very much worth it.
Take a look at your most popular evergreen content (that is also educational in nature). These topics are clearly in demand and your audience wants to learn more about them – so, that makes them the perfect option for a webinar topic.
You’ll be able to repurpose some of the wording from your post and any extra resources you might’ve created, but all in all, you’ll have a lot to do to make the best possible webinar (this is one of those cases where repurposing content doesn’t save time but it gets you results).
Check out my guide on how to create a webinar that gets bums on seats to learn more on how to get started and discover useful tools.
9.Turn your best content into a podcast
Podcasts have had a huge rise in popularity in recent years: people listen to them simply for entertainment – but a lot of people also listen to podcasts to learn something new or expand their knowledge on a topic.
This presents a great opportunity for both B2B and B2C businesses who want to reach a completely new audience: podcast listeners. It’s a very engaging way (after all, your “voice” is in their ears) to market your business while also providing real value to your audience.
In order to ensure you cover topics that your audience actually cares about, you can look at your top-performing content to get ideas and explore those topics in a few way.
10.Republish your posts on other platforms
Once your posts are old enough (say over 3-6 months old) you could also consider republishing them on other channels. This way, you’ll bring some new life to those posts and reach a new audience.
However, make sure they are still relevant – and make sure you properly optimize them for that specific platform before republishing them there.
Here are some of the best websites for republishing content:
11.Use your blog posts to create social media updates
Coming up with social media updates every day, several times a day, is hard work. One of the easiest ways to create new social media content is to use snippets of your blog posts/guides/other content and turn them into text updates, short videos, or images. For example:
- Use quotes from your content and turn them into social media images (just use a tool like Canva or Crello to create a compelling image with the quote text over it)
- Post interesting statistics, quotes, and facts from your content
- Turn a blog post into a short social media video
- Use the images from your blog posts or other content to share on social media (and if necessary, add some text to it)
12.Use your content to answer questions on Quora
Quora is a great tool for establishing yourself as a thought leader and expert in your industry; plus, it’s also great for reaching and attracting a wider audience and driving more traffic to your website and blog.
One of the ways that you can save time answering questions is to repurpose your already existing content; use the search bar to find questions that you’ve already written about in the past:
Then, when responding to those questions, use snippets of your own content to save time and provide value to anyone who is curious about your answer.
However, make sure to edit your answer to fit this platform; you shouldn’t write like you would a blog post, a guide, or any kind of marketing content, but rather respond directly to the question in a way that makes sense and in a conversational manner.
13.Turn content into lead magnets
How to guides and other similar resources that provide a lot of value to your audience are great lead magnets; turn them into downloadable PDFs and promote them on your website to generate more leads for your list.
As I already mentioned a few times, you will need to make some changes to these pieces of content: the content needs to provide a lot of value if you want people to want to download it. Plus, make sure to pretty it up too: you want your lead magnet to look professional and make a positive impression visually as well (and don’t forget branding it too!):
14.Repurpose your webinars into different formats
You spend so much time creating webinars so you should make the most of them; not everyone who is interested in your webinar will be able to attend at a specific time and date.
There are several ways to reuse your webinars; for example:
- Turn them into educational videos (or other content formats) and use them as lead magnets by offering them on your website
- Turn them into shorter educational videos to share on your channels
- Turn your webinars into completely different content formats: write an ebook on the same topic, write a how-to guides (or a series of blog posts) and so on
15.Use snippets of blogs in email marketing campaigns
With this strategy, you’re not only generating great email marketing content, but you’re also promoting your blog posts.
Take the most interesting snippets from your best blog posts, and send them as a regular tip in your email newsletter. Plus, you could also link to your blog post or resource for those who want to learn more.
Or, even better, turn these snippets into images with quotes, instead of just text.
16. Use your own data and turn it into a case study
Case studies are very powerful pieces of content particularly because they tend to offer a lot of value (with some types of case studies) and most importantly, they’re great for building trust with your audience.
For example, one of the ways you can use data and turn it into a case study, as a B2B business, is when you perform a test of some kind – such as when you’re testing different variations of your website or different social media strategies – and use your findings to turn it into a case study/how-to posts. And this type of post not only provides a lot of value, but it also builds trust as you show you know what you’re doing and that you’re not afraid to show your findings with your audience.
Another way to create case studies from you data is through your work with various clients; if the client agrees, you can show how you collaborated with them and how you/your tool helped them achieve the results they wanted – a win-win as you get to showcase your services or products at the same time.
A really good example of a business using their data to build case studies is Omniconvert; take a look at their impressive list of case studies which serve to build trust, provide value and prove the value of their product at the same time:
17.Turn a blog post into a value-filled newsletters
Newsletters are a great way to promote yourself and your business – but they are also a way to provide real value to your audience in order to nurture them into buying from you (or buying more).
Use your top-performing blog posts as a starting point and turn them into tips and how-to newsletters to send to your list.
Or, like in this example from Sumo, share interesting facts and statistics in your email newsletter and get those who open the email to visit your website too:
It’s a very quick, easy tactic and one that also has the added benefit of getting you more traffic to your website (you can direct people to other useful resources on your website if they want to learn more, for example).
18.Turn a blog post into a Twitter Chat
Twitter Chats can be a great way to connect with a wider audience, engage with them and drive them to your own website (and hopefully, turn them into loyal readers, subscribers and some, even clients).
And if you want to come up with a great idea for a Twitter Chat, why not look at your own best content? Not only will you know it’s a topic of interest to your audience, but you’ll also have content to help with your Chat.
By the way, check out my Twitter Chat guide here to learn more about holding Twitter Chats and useful tools to help.
As you can see, there are so many different ways to repurpose your content and squeeze out all of that marketing juice instead of just publishing and forgetting about them:
- Audit your content on your website and blog, social media, email marketing, and any other channels you’re using
- Make a list of your top performing content as well as any evergreen content
- Be creative and turn all of this awesome content into more awesome content by optimizing it for different channels and audiences