Content Repurposing: Maximizing Reach and ROI with Existing Content

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.

So, rather than letting the webinar go to waste, it’s time to repurpose it. We recommend that you publish your successful webinars as a tutorial or a YouTube video because it helps ensure that content lives on for years. This will actually help increase the number of visitors on your YouTube channel and will become an asset.

2. Create Guides from Blog Posts

Once you have created a lot of blog posts on a specific topic, it is recommended that you repurpose the blog posts in the form of guides. For instance, if you have created multiple articles on social media marketing and how to increase followers on social media, you can create a guide that says, “The Ultimate Guide to Creating Strong Social Media Presence.”

These guides can be used for email marketing to capture the attention of new visitors. In addition, it will help increase lead generation. However, depending on how long before you created the blog posts, you should update them with the latest techniques. This will help increase the relevance of your posts. In addition, it will ensure that your blog posts won’t be forgotten, so focus on recycling.

3. Launch Case Studies

Businesses have a lot of raw data when it comes down to marketing and content creation. However, in most cases, they don’t even use the raw data, which is why we recommend leveraging the internal raw data to create case studies. Keep in mind that testing the data is also a promising way of increasing traffic, gaining more subscribers, and getting more email signups.

When brands run tests on the websites, you’ve to keep the data secure and transform it into a case study, which can be shared with the audience. That’s because the modern audience is always looking for new information, so feed them case studies that keep them hooked.

4. Create Slidedecks

It’s common for businesses and brands to create new PowerPoint presentations for team meetings. Once the meeting is done, the presentations go to waste. However, all those interactive graphs and charts go to waste, but you don’t have to do it. For this reason, we recommend that you create a slidedeck from the presentation and publish it on SlideShare.

We recommend that you edit the presentation for your audience and upload it to SlideShare. Once it’s published, make sure that you embed this presentation into your website, so it can increase traffic.

5. eBooks from Interviews

In the past few years, interviews have become a promising form of content for blog owners. That’s because the interviews can be easily conducted, and you can edit them within a few minutes. In addition, the interviews tend to gain more traffic and traction as compared to regular blog posts. However, the interviews don’t have to remain in the form of a blog post.

Instead, you can create eBooks from these interviews because eBooks are a promising way of giving expert advice to the audience. This is easy because you can leverage the same piece of content and change the medium. It’s important because modern consumers are into eBooks rather than blog posts. Also, they are easy to download and can be read later.

6. Launch a Pinterest Board

There are always some blog posts with more images, which makes them image-heavy. So, rather than letting the image-centric blog posts go to waste, we recommend that you repurpose the blog posts in the form of a Pinterest board. For instance, if you have created a guide on top logos in the healthcare industry, you can upload them as pins on your Pinterest board.

These pins are a promising way of driving traffic to your blog. This is a great option for brands that are trying to increase their traffic because Pinterest will add a new traffic segment.

7. Blog Posts

When it comes down to brands, blog posts are one of the best and most common ways of providing content to the audience. However, some brands are still struggling, which is why we recommend that you cite Quora as the content source. It will provide real questions for the brands to address. We recommend that you sign up on Quora to find promising questions (make sure they have more upvotes).

Once you find such questions, you’ve to write an in-depth blog that provides details on the answer. After creating the blog, you can embed its link in the answer section of Quora, so you can establish yourself as the leader in the industry. In addition, it will be a reliable way of engaging with your community.

8. Infographics

Many brands make graphs and charts to support a specific idea or cause. In most cases, they go to waste because people don’t use it properly. However, if you want to maximize the benefits and reach of these graphs and charts, it’s recommended that you create infographics. That’s because infographics provide an easy and digestible way of consuming content.

To create infographics, you can use Canva because it can help you with designing as well. Another option is to hire design experts in USA to create and design the infographics. Irrespective of which option you choose, make sure the infographics are easy to read and easier to share.

On a concluding note, you can hire a content creation company to help you with content creation as well as repurposing. That’s because you shouldn’t let your content go to waste!