Repurposing content is a strategic approach in content marketing that involves reusing existing content in a different format or for a different purpose.
It’s about taking a piece of content and leveraging it in new ways to maximize its value and reach.
Background Overview of Repurposing Content
The concept of repurposing content is not new. It has been a part of marketing strategies for years, but with the rise of digital media and the constant need for fresh content, it has gained significant importance.
Repurposing content allows businesses to maximize their content creation efforts by extending the life and reach of their original content.
Features and Benefits of Repurposing Content
- Extended Reach: Repurposing content allows you to reach new audiences who may prefer different content formats.
- Improved SEO: By creating multiple pieces of content around the same topic, you can target specific keywords and improve your search engine rankings.
- Reinforced Message: Repetition is key in marketing. Presenting the same information in different formats strengthens your message.
- Efficient Use of Resources: Creating new content requires time and resources. Repurposing allows you to get more value from your existing content.
Examples of Repurposing Content
- A blog post can be repurposed into an infographic, a podcast episode, or a social media post.
- A webinar can be repurposed into a YouTube video, a blog post, or an eBook.
Types of Content Suitable for Repurposing
Almost any kind of content can be repurposed, including:
- Blog posts
- Videos
- Podcasts
- Webinars
- Reports and surveys
- Presentations
Challenges with Repurposing Content
While repurposing content has many benefits, it also comes with challenges:
- Quality Control: Ensuring the repurposed content maintains the quality and integrity of the original content can be challenging.
- Relevance: The repurposed content must still be relevant and valuable to the audience.
- Format Limitations: Not all content can be quickly or effectively transformed into all formats.
Examples of Challenges
- Turning a data-heavy report into a podcast might lose essential details.
- A video tutorial might not work as well as a blog post for complex, step-by-step instructions.
How to Get Started with Repurposing Content
- Identify Your Best Content: Look at your analytics to see which pieces of content performed best.
- Choose the Right Format: Decide on the new format that best serves your audience and message.
- Update the Content: Make sure it is still relevant and update it if necessary.
- Transform the Content: Convert the content into the new format, maintaining its core message and value.
- Promote the Repurposed Content: Share the new content on your marketing channels.
Conclusion
Repurposing content is a powerful strategy to maximize your content marketing and affiliate marketing efforts.
Repurposing content allows you to reach a wider audience, improve your SEO, reinforce your message, and efficiently use your resources.
Despite the challenges, with careful planning and execution, the benefits of repurposing content far outweigh the drawbacks.
With 30+ years of training experience, Catherine Fitzgerald, B.A., M.A., PGDip, founded Oak Innovation (oakinnovation.com) in 1995. Catherine received her Bachelor’s and Master’s degrees from University College Cork. She holds qualifications in Professional Development And Training from University College Galway. Since 1995, clients include Apple, Time Warner, and Harvard University.
