Content Repurposing: How to Get More Value From Your Winning Content

You have brainstormed and finally came up with a content idea. You created the content. And it’s a hit. It resonates with your audience. They love it so much that they’re engaging, sharing and taking desired action. So, you give yourself a pat on the back for coming up with a winning idea.

Then, what next?

You begin the process again, seeking new content ideas. Hmm… what if you could find a way to get more value from your winning content, instead of just moving on? An approach that saves time and money. And the stress of brainstorming new ideas repeatedly. Yet, allowing you create great content consistently.

That’s where content repurposing comes in. It allows you get the most out of your winning content by recreating your content in other formats or republishing your content on relevant authoritative sites.

In this post, we’ll be considering how you can get more mileage from your winning content. Let’s dive in.

Maximizing Your Winning Content

Whether you’re having challenges creating new content, or you just don’t have the resources to consistently create new content, content repurposing is the thing for you. It is a great way to maximize the full potential of your content, getting the most results from your efforts.

Why You Should Repurpose Your Content

Beyond relieving you of the stress of consistently generating content ideas, here are some other benefits of repurposing your content.

1. You get more audience for your content across multiple channels

Repurposing your content extends the life span of your content and allows you find a new set of audience for your content.

Let’s consider this example. If you have a successful blog post, you could extract the main points to create a slide presentation for SlideShare. You could go further to create video content to be hosted on YouTube or embedded on your site. And you could create audio content for iTunes or even create an infographic for Pinterest from the same blog post.

Each of these content formats will attract your target audience from the diverse places where they hang out online. Allowing you target them based on how they prefer to consume content – text, video, audio, slide presentation, webinar, infographics or videographics.

So it’s a great way to generate tons of traffic and leads for you business by tapping into the enormous traffic that’s already visiting these big websites and content sharing platforms.

2. You get SEO benefits

You’ll also enjoy SEO benefits for repurposing your content. Having your content republished on websites with higher domain authority will allow you get links and give you a boost in your ranking. Plus, you get an opportunity to rank for both the original and republished content. 

Your multi-format content creates a multimedia experience on your site which increases the usefulness and relevance of your content to searchers. 

Also, creating multiple formats of your content gives you more exposure to others who are likely to link to you.

3. Your new audience get to see your old content

If you have covered a lot of topics on your blog, most of your new audience might not see your old content that may be of value to them.  Repurposing old blog posts is an opportunity to put those precious gems on display again. 

You’ll be helping your new audience get more value from your blog, while the old timers get to refresh their memories on the topic. And you get a chance to tweak and update your post with the latest information. Win-win.

Repurpose Your Content in 5 Simple Steps

You don’t necessarily have to repurpose every content you create. Reuse content that have been proven to work with your audience. Regardless of the format of the original content, it’s better to focus on your winning content.

Repurposing content might be easier than creating new content from scratch, nevertheless, it still involves work. So you should be aiming at getting maximum results for your effort. What better way to do this, than working with content that are proven winners.

2. Look at your target audience’s buying journey

 In effective inbound marketing, the importance of a buyer’s journey can’t be overemphasized. An understanding of your buyer’s journey is also useful in discovering opportunities to reuse content.

Look at where existing content can be distilled into smaller and lighter content forms which require lesser time commitment. For example, you could take a whitepaper and extracts the main points to create a slide presentation or an infographic. These lighter content could be used at the early stages of the buying journey. And it could also be used to build interest and generate traffic to download the whitepaper.

In the same vein, a group of successful blog posts can be aggregated to create an e-book or guide which could be used for lead generation. Or they could be used to create an email series for nurturing leads.

The key is looking out for other stages of your buyer’s journey in which information from previously successful content can be tweaked and reused.

3. Select format and promotion channels for repurposed content

There is really no shortage of content repurposing ideas. You have many options – blog post, slide presentation, infographic, videographic, video, white paper, special report, e-books, audio, webinar and email series – to pick from.

Match the format of your content with a suitable channel. For instance, infographic could be placed on your blog and Pinterest. Video could be hosted on YouTube and embedded on your blog.

You also have the option of republishing your blog posts on more authoritative sites that have audiences that are interested in what you have to say.

4. Create the repurposed content 

 You have decided on the content to reuse, the format of the new content and the channels through which it’ll be hosted and promoted. Now it’s time to create the content. 

If you’re looking to convert your video content into other formats, then this post from Social Media Examiner will be a very useful resource.

It’s loaded with step by step instructions, tools and screenshots that’ll help you go from a single video to multiple formats of your content.

5. Promote your repurposed content

Now that you have your repurposed content, go ahead, and let the world hear about it.

You know the drill. Share on social media. Email your subscribers. Contact influencers. Just get the word out.

Helpful Resource

You can check Hubspot Academy’s short course (just 24 minutes long) on extending the value of your content. You’ll learn why you should repurpose your content, how to repurpose your content plus a case study of a company that’s had success with repurposing content. And it’s totally free.

Conclusion

Are you already repurposing your content? What level of success have you had? Drop your comments below.