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Content Repurposing: Maximizing Reach and ROI with Existing Content

23 Aug 2023

Content creation has become essential for brands to reach out to their audience and create a connection. However, it goes without saying that content creation isn’t convenient because it takes a lot of time as well as effort. The businesses that don’t have content creation as the primary part of their work struggle to keep creating content on a regular basis.

For this reason, we are talking about content repurposing. It’s a suitable way of reaching out to more people without having to create content from scratch. It’s actually great for getting maximum results from your existing content. The best thing about content repurposing is that it helps with reach as well as the ROI. So, if this interests you, we are sharing the details with you!

Benefits of Content Repurposing

Content repurposing is a new concept in the world of content creation, but brands are still not realizing the importance. That’s because brands are still investing their time and effort in creating new content every day, which is why we are sharing the benefits of content repurposing.

1. Expanded Reach

When you repurpose the content, you will be able to diversify the ways you can connect with people online (yes, we are talking about your audience). This means that brands can target different platforms, even if the team isn’t huge enough. As a result, it will help expand the reach and empower the brands to make sure it reaches a wider audience base.

2. Time Saving

The best thing about content repurposing is that you can save time. This is because even if you want to create a lot of content, you can repurpose the existing content, which helps save time. This means that you won’t have to invest 50% more time. It’s needless to say that content repurposing can take time as well, which is still less than creating content from scratch.

3. Effective Creation

When you leverage content repurposing methodologies, you will be able to focus on content that’s perceived well and something that your audience is interested in. In fact, content creation depends on real data, so you can create more content that actually works rather than creating content that doesn’t capture the attention. It’s a great way of eliminating guesswork, so you can spend your free time experimenting with different types of content.

4. Better SEO

On top of everything, when you repurpose the content, you will be able to increase your SEO ranking. The SEO boost is important because you will be creating more content on the same target keyword, the one that works well.

The Type of Content You Can Repurpose

Content repurposing eliminates the need to create content from scratch, but you’ve to remember that it takes work. That’s because you still have to edit and rewrite the content to make sure the content aligns with the platform and formatting requirements. However, as a brand, you have to understand that it’s not possible to repurpose every little piece of content you’ve created unless you have a huge team.

This is why brands have to prioritize. For this purpose, it’s recommended that you repurpose the content that focuses on evergreen topics. These are the topics that have consistent interest from the audience and have a higher search demand, irrespective of how much time has passed. Some of these topics include recipes, weight loss tips, and sports scores.

The Strategies to Repurpose Content

Over the past few years, content repurposing has gained popularity, and brands are looking for content creation companies that can help them improve the already published content. However, before you hire the experts, it’s important to have a clear understanding of different strategies, which we are sharing below!

1. Evergreen Content

Evergreen content is content that keeps on gaining popularity, even after years. This content isn’t time-sensitive, which means it remains relevant for a long time. In fact, it’s not specific to any time because it can be watched or consumed whenever the audience wants without compromising on its meaning.

For instance, if you write content on “top tips to lose weight,” it will remain relevant for years. On the other hand, if you write content on a new product launch, it will only remain relevant for a few days until the new product is launched. For this reason, it’s important that you check your content library and pick out the evergreen content that you’ve created, as it can be repurposed.

2. Optimizing Old Content

The brands need to understand that things are constantly changing. So, before you start developing new content, it’s recommended that you have a look at the content that can be updated. In this case, you have two options. First of all, you can recreate the content that’s already published by adding new findings and the latest information.

Secondly, if you have already published the content and it’s performing well on search engines, don’t make the mistake of republishing the content. Instead, you should try to update the content while keeping the SEO details and URL the same. If needed, you can promote it again.

3. Sharing Old Content

In case the old content has relevancy among the target audience, it is better to keep promoting your content without any changes. However, make sure you check the SEO performance before promoting it again.

4. Look for Top-Performing Topics

If you have been creating content for a long time, you would already have a lot of valuable data that you can use. For this purpose, we recommend looking at the previous posts as well as multimedia-based content that’s been performing well. Once you do, you have to find common ground in all those content pieces because it helps you understand what’s capturing the attention of your audience. As a result, you will be able to create content efficiently.

5. Focus on Promotion

One of the biggest mistakes that brands make is not focusing on promotion. The brands keep creating content, but they don’t promote the content properly, which reduces the exposure and reach. So, make sure you are promoting your old content if you are repurposing it.

Tips to Repurpose Content

We have already mentioned the benefits as well as strategies that you can leverage to repurpose the content. So, if you have decided to repurpose the content, we are sharing a few tips that can help you out!

1. Turn Webinars into Tutorials

It’s pretty common for brands to host amazing webinars that capture hundreds of attendees, which makes them a huge success. However, there are always times when people cannot attend the webinar. As a result, you will have leads and website visitors who don’t even understand what they were previously getting.