Repurposing Content. Why You Should, and How.

Content repurposing or content recycling, has long been a digital marketing strategy that has proven to be effective. But with the birth of new channels, it’s a great time to revisit, or recycle this topic.

Creating high-quality content can often feel like an uphill battle. Theres this constant demand for new! New! New! YouTube creators often burnout in the hunt for new content.

However, there is a solid strategy in the reuse and optimization of existing content that many content creators might not really & fully exploit. Repurposing content is not just a time-saver; it’s a method to amplify your content marketing strategy, enhance SEO rankings, and ultimately, drive conversions.

Let’s check out the ins and outs of repurposing content across different platforms and formats, ensuring your marketing efforts reach new audiences and your content’s lifespan extends significantly.

What is content repurposing anyway?

At its core, repurposing content involves taking an existing piece of content and tweaking it to suit a new format or platform. This process allows you to breathe new life into old blog posts, podcasts, webinars, and social media posts, transforming them into infographics, slideshare presentations, video content, or even podcast episodes.

For example, if you wrote a blog that happens to be performing really well and you converted it into a video, you just repurposed a piece of content. The best part, you can embed the video back into the blog.

So, you can think of repurposing as taking a piece of content and recycling it into other formats. Videos into listicles, listicles into videos, how to’s into infographics. Webinars into new posts. There’s no end to the madness.

Does repurposing content take effort?

Yes it does. The term content repurposing sounds like its an easy process, and it can be, sometimes. However, it depends on the source and target format. If you are repurposing a video into a blog, it’s easy to get the transcript, run it through ChatGPT, edit, and publish it a blog.

However, repurposing a blog to a video takes a whole lot more effort, teams, equipment, and money. So, depending on the target, the effort to repurpose content might vary.

Why repurpose content though?

Repurposing content presents untold advantages for a digital marketing strategy. It allows for a much more efficient content creation by leveraging old content, thus saving time and resources.

This approach not only boosts SEO by providing more content for search engines to index but also targets different segments of your audience by adapting the content to various formats and platforms. Evergreen content, which remains relevant over time, is particularly suited for repurposing, ensuring your marketing efforts yield long-term benefits.

Repurposing content is also great because you don’t have to vet an idea and create fresh content. You can multiply your reach by simply extending existing content. Creating new content can sometimes take time, even after you create new content, you will not know if it will be successful or not.

Repurposing content lets you create new channels for a piece of content that has worked for you, already. A successful blog can be summarised in a quote and shared on your social media, for starters. The easiest way to recycle your content.

Here are a few more reasons you should, yes should, not that mild “you can” BS.

1. New eyeballs: Increase your audience reach. Share it on a completely new channel.
2. Cost effective: Does not cost much money to ideate as you have the foundational content already.
3. Engagement: If people like your content, then put a ring on it. Push it out to new channels and attract those suitors.

Okay, bad analogies, but once you start a bad analogy, you just can’t stop. You know, it’s like… okay. No more analogies.

Okay great. But how do you actually repurpose content?

Well, it all begins with data. Look at your analytics for the best converting piece of content. Which one got you the most of whatever is your end result. If you are in Ecommerce then, is there a blog, or PDP (that’s Product Description Page for the folks who haven’t worked in Ecom) that got you the most sales, or most new customers?

If content is your product, then which piece got the most page views? And so on. Start with just one piece of content.

Strategies for repurposing content

1. Identify High-Performing Content: Use tools like Google Analytics to find content pieces that have performed well in terms of metrics such as page views, social shares, and conversions. These are prime candidates for repurposing.
2. Adapt for Different Platforms: Convert long-form content like white papers and case studies into infographics, social media content, or blog content suited for LinkedIn, TikTok, or Instagram Reels. This approach allows you to reach audiences across different social media platforms.
3. Transform Content Formats: Repurpose webinar and podcast content into new content formats such as YouTube videos, blog posts, or even SlideShare presentations. Each format can highlight different aspects of your content, appealing to varied learning styles and preferences.
4. Update and Optimize: When repurposing content, it’s crucial to update any outdated information and optimize for current SEO trends through keyword research and backlink strategies. HubSpot and other content marketing tools can offer insights and templates for optimization.
5. Create a Content Series: Break down in-depth studies or tutorials into smaller, digestible snippets or a series of posts. This strategy not only simplifies complex information but also encourages engagement over time.

Implementing your repurposing strategy

Developing a content repurposing strategy requires an understanding of your target audience, the types of content they prefer, and the platforms they frequent. Start by cataloging your existing content and identifying evergreen pieces that offer the most value.

From there, consider different content formats and platforms where this content could have a second life. For instance, turning a series of blog posts into a podcast series or republishing old content on LinkedIn with updated takeaways can attract new followers and boost engagement.

Incorporate visual content like infographics and videos to make complex information more accessible and shareable. Tools like Canva or Adobe Spark can assist in transforming text-heavy content into engaging visual formats suitable for social media platforms.

Measure your success by tracking it

To gauge the effectiveness of your repurposing efforts, monitor metrics such as traffic, engagement, conversions, and SEO rankings. Tools like Google Analytics and social media analytics platforms can provide valuable insights into how repurposed content performs across different channels. This data can inform future content repurposing initiatives and help refine your overall content marketing strategy.

Repurposing a blog into a video

If a blog has been really successful for you across all channels. People were searching for a keyword, they found your blog in the top three results – means it was ranking well. When users visited your blog, they also converted well, then this is a prime blog to repurpose into a video.

You would summarise the blog, create a script and or tag your video editor to turn the blog into a video. After a few weeks, you have the draft, you review, tweak, and then it goes live. This is the old way. And it works for 1 blog at a time. Depending on your team, you can average around 2 – 3 videos a month.

But what if you want to convert more blogs to videos?

The new way to do this is to simply use text to speech and AI video generator plugins like blogtovideo. This plugin automatically converts all your blogs into videos and pushes them to YouTube.

YouTube is the second largest search engine in the world and having all your content automatically repurposed and published frees you up to think of other creative ways to market your product.

Repurposing content is a cornerstone of a robust content marketing strategy. It not only extends the lifespan of your existing content but also enhances your SEO efforts, reaches new audiences, and drives conversions. By embracing a repurposing strategy, you can maximize the impact of your content across various formats and platforms, ensuring your digital marketing efforts are both efficient and effective. Whether you’re a seasoned content creator or just starting out, the practice of repurposing content offers a pathway to achieving your marketing goals with creativity and strategic insight.

Try blogtovideo today and begin repurposing your WordPress blogs.

There’s no such thing as a stupid question.

But here are some questions people ask around this topic. You be the judge.