No business can compete effectively without investing in content marketing. 

However, the challenge to consistently churn out quality content is enormous. 

To get the most out of content marketing, the trick is to make the process for content creation as efficient as possible. 

This may involve hiring outside talent – a professional copywriter to help ease the burden on you.

It should also involve learning how to produce more content with less effort or resources. 

Welcome to the simple, but powerful, art of content repurposing. 

Content repurposing allows you to extend the life of your content, reach new audiences and increase your lead generation potential. 

It takes time, energy and money to produce great content, so why not milk it for all it’s worth and extract maximum ROI from each piece? 

That’s the main idea behind repurposing content: Take something you’ve created, put a new spin on it, and give it new life.

Importance of Pillar Content 

The first step is to identify content that can be repurposed. 

This refers to pillar content – long-form content assets such as ebooks, podcasts, videos, special reports, and epic blog posts. Without these in your content bank, you have nothing to work with. 

Content repurposing uses pillar content as the basis for smaller content pieces, such as checklists, articles, social media posts and more. 

This pillar content strategy is powerful because it is more cost-effective, less time consuming (for example one in-depth interview on a podcast can also be broken down into a blog post or a series of social media posts). 

You probably know the statistic that a customer must come into contact with a marketing message 7 times before it resonates. 

Reposting of already published content helps builds this marketing momentum. 

Only the Good Stuff

Not all content deserves to be repurposed. 

The pieces must be relevant – evergreen subjects which will always be topical, and which should form the bulk of your pillar content. 

There is no point repurposing that ebook on Facebook: Is It Just a Fad?.

Secondly, look for pieces that were proven hits with your audience. 

Use the in-built analytics on Facebook, Instagram and LinkedIn to find your most popular posts and schedule them for repeat or develop them into more content.

On your website, Google Analytics will show you the most popular content pieces on your blog. Repackage these winners and build on the following that they already garnered.  

Try A New Format

We all engage with information differently depending on whether we are auditory, visual or kinetic learners. 

You can use content repurposing to experiment with different formats that appeal to different senses. 

For example, you could rework a blog post as a video post (literally record a video presentation using the material from the blog and upload it to You Tube) then make that video into an audio post for release on Sound Cloud or a podcast episode. 

Similarly, you could take the key data from an eBook to create an infographic. 

Dig Through the Archives

There are probably heaps of valuable and unexploited content in the hallways of your computer. 

Make time to go through your digital archives to uncover these forgotten gems which you can then repackage for new audiences.

You could consider:

  • converting Facebook live trainings into SlideShare decks 
  • updating old blog posts with current information
  • breaking down webinar slides into infographics, blog posts or social media posts 
  • republishing old blog posts on Medium or LinkedIn

Google Loves It

SEO is the cherry on top of the content repurposing cake. 

Google rewards quality content and loves to see content updated, maintained and enhanced.  

You’re not blindly duplicating old content – that would violate Google guidelines. Repurposing is about putting a fresh spin on things, tweaking and updating not regurgitating. 

And because it involves publishing the content in different formats to different outlets, you attract more page views and drive more traffic to your website. 

Go Forth and Repurpose

Repurposing content reduces some of the pressure of having to come up with new ideas to fill your content calendar.  You can see some great examples in this HubSpot post - 12 Examples of Strategic Content Repurposing.

If you want a more manageable content creation process, adopt a repurposing strategy from the start. Place more emphasis on pillar and evergreen content that you can repackage into several other pieces down the line. 

Enjoy higher search engine rankings, stronger brand presence, more readership/viewership, yet less stress. 

What’s not to love?

*For help with your content repurposing, check out our Be Seen Everywhere campaigns available through our marketing services company – Authority Digital Agency. 

Categories: Personal Branding