Content repurposing has established itself as a secure, value-driven approach in digital marketing. According to SEMrush’s State of Content Marketing Report 2023, 42% of marketers credit the success of their campaigns to updating and repurposing existing content.
Therefore, there is no doubt that repurposing high-quality content unlocks a wealth of marketing ideas, breathes new life into content, extends reach, and drives remarkable results.
In this blog post, get ready to explore the world of content repurposing! This comprehensive guide will show you how to harness its power, discover practical applications, adopt killer strategies, and why it’s a must for your marketing game.
Let’s begin.
What is Content Repurposing?
Content repurposing revitalises existing content, expanding its reach and value by transforming it into different formats. The aim of the strategy goes beyond simply re-using content. It redefines content based on several parameters in order to connect with fresh audience bases and fulfil diverse purposes.
The final outcome is the maximum impact of your brand’s core messaging by leveraging existing assets.
How to Start Content Repurposing?
Here are some steps to help you get started with repurposing your content effectively:
- Analyse Existing Content: Take stock of content assets and assess their performance to identify successful pieces.
- Understand Audience: Gain a deep understanding of the target audience and monitor social media for insights on preferences.
- Combine and Curate Content: Create comprehensive resources by combining or curating existing content using specialised tools.
- Update and Optimise: Ensure accuracy and relevance of content and optimize for search engines and specific platforms.
- Promote Across Channels: Share repurposed content on social media with email subscribers and cross-promote for maximum visibility.
How Does Content Repurposing Enhance Your Marketing Value?
Now, let’s explore how content purposing works and influences relevant KPIs:
1. Enhance Reach and Engagement
Content repurposing extends your marketing reach across channels, using different formats like videos, infographics, podcasts, or social media posts. This multi-channel approach caters to diverse audience preferences.
Benefits:
- Attracts prospective customers who prefer visual content.
- Enhances engagement through likes, comments, and shares on social media platforms.
- Attracts a new audience who may not have come across the original blog post.
2. Enhance SEO and Visibility
Repurposing content can bolster your SEO strategies by creating new opportunities for search engines to rank your content. Optimising repurposed content with updated keywords and metadata enhances visibility, attracting more organic traffic.
For example, Repurposing a webinar on “Digital Marketing Strategies for Small Businesses” into a series of YouTube videos with optimised titles, descriptions, and tags.
Benefits:
- Expands the visibility of the content on popular search engines by propelling higher rank in SERPs.
- Improves SEO by targeting keywords and attracting organic traffic.
- Increases backlinks and social shares when the videos are embedded or shared on other websites.
3. Amplifying Paid Advertising Campaigns
Repurposed content also amplifies paid advertising campaigns, reinforcing messaging and boosting brand recognition. For instance, turning a blog post into a video ad or infographic enhances visibility, leading to higher click-through rates and conversions.
Benefits:
- Reinforces the messaging of the paid advertising campaign by presenting it in a different format.
- Increases brand recognition and recall through eye-catching visuals and compelling audio.
- Improves click-through rates and conversions by capturing the attention of the target audience.
4. Leveraging PR and Thought Leadership
Content repurposing establishes thought leadership and generates PR opportunities. Thought-provoking articles, whitepapers, or reports pitch you as an industry expert, enhancing brand credibility and fostering partnerships and collaborations.
Benefits:
- Establishes thought leadership by offering valuable and comprehensive content in a formalised format.
- Provides a resource that can be shared with journalists and relevant publications, increasing the likelihood of media coverage.
- Enhances brand credibility and positions the company as an industry expert
5. Empowering Sales Enablement
Repurposed content empowers sales teams with engaging resources like presentations, case studies, or demos. These materials effectively communicate product value, ensuring consistent and persuasive messaging and increasing conversion rates and revenue.
Benefits:
- Equips the sales team with captivating and persuasive materials to showcase the value of the product/service to potential customers.
- Provides social proof and credibility through real-life success stories.
- Increases the conversion rate by effectively communicating the benefits and addressing potential objections.
Tactical Content Repurposing Strategies to Transform Your Content Marketing
Now that we understand the value of content repurposing let’s delve into some practical strategies for implementing it effectively.
1. Transforming Blogs into Engaging Infographics
In 2021, 51% of marketers suggested that they regularly use some visuals in 90-100% of their content. Infographics are visually appealing and shareable assets that condense complex information into a concise, easy-to-digest format.
Therefore, repurposing blog content into infographics allows marketers to leverage existing research and insights in a visually captivating manner.
For instance, a company specialising in nutrition could repurpose a blog post on “10 Superfoods for a Healthy Lifestyle” into an infographic, making it more engaging and shareable on social media platforms. This repurposed content not only captures the attention of the audience but also increases the potential for wider reach and virality.
2. Converting Webinars into Actionable Guides
Webinars provide a platform for in-depth discussions and knowledge sharing. However, their impact can be extended beyond the live event through repurposing. By converting webinars into actionable guides or e-books, marketers can create valuable resources that their audience can refer back to.
For instance, a software company conducting a webinar on “Maximising Productivity with XYZ Software” could repurpose the webinar recording, transcripts, and slide deck into a comprehensive guide that offers step-by-step instructions and practical tips.
This repurposed content not only serves as a valuable resource but also extends the reach of the webinar content, generating additional leads and engagement.
3. Transforming Data-driven Reports into Engaging Videos
Data-driven reports are often packed with valuable insights and statistics. To make this information more engaging and accessible, marketers can repurpose these reports into engaging videos.
As per a Hubspot report, videos appeal to 85% of internet users who enjoy video content. By using visual storytelling techniques, animations, and voiceovers, complex data can be presented in a captivating and easily understandable format.
For example, Convince and Convert, a top content brand, prioritises content repurposing for maximum impact. Founder Jay Baer creates concise informational videos and leverages multiple channels to extend their reach. They cleverly repurpose a single video into a blog post, platform-specific videos, a podcast episode, social media posts, and even a Medium blog post.
This strategic approach generates valuable content from a brief video.
4. Repurposing Customer Testimonials into Case Studies
Customer testimonials are powerful social proof that can influence potential customers. By repurposing customer testimonials into comprehensive case studies, marketers can provide in-depth insights into the success stories of their clients. These case studies can showcase the challenges faced, strategies implemented, and the tangible results achieved.
“2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them”
5. Convert Statistics into Social Media Content
Repurposing statistics into social media content involves various strategies to effectively communicate data-driven insights. Infographics simplify complex data, presenting it in visually appealing formats.
Additionally, visual snippets provide quick bites of information, engaging users with concise visuals. Data-driven stories combine statistics with captivating narratives, making data relatable and compelling.
Overall, strategic repurposing content maximizes reach, engages diverse audiences, and establishes brand authority by adapting existing content across formats and platforms.
Drive Your Content Repurposing Journey with Confidence
Content repurposing revolutionizes marketing by unlocking the full potential of existing content. By extending reach, engaging new audiences, and achieving marketing goals, businesses can strategically adapt to diverse formats while maintaining quality. Embracing the power of content repurposing infuses fresh vitality, increases visibility, and drives impactful marketing results.
At Springzo, we deeply comprehend the significance of content repurposing in today’s marketing landscape. Our team is dedicated to helping you develop a comprehensive content repurposing strategy that aligns with your specific business goals.
Whether you require assistance with repurposing blog posts, creating engaging videos, or transforming webinars into podcasts, we have all the expertise and resources to support you every step of the way.
Unlock your marketing potential with our content repurposing services. Talk to us today!
Frequently Asked Questions (FAQs)
Q: Can I repurpose low-quality content?
A: Repurposing low-quality content won’t yield the desired results. Instead, you should infuse new content, visuals and effectively distribute it across channels to yield better results. To avoid this hassle, we recommend that you focus on creating high-quality content that provides value to your audience.
Q: How can I repurpose content for social media?
A: Adapt content for social media by creating quote cards, sharing snippets from blog posts, creating teaser videos, breaking down complex content into shorter posts, and using user-generated content to promote your own.
Q: How can I track the effectiveness of repurposed content?
A: Track metrics like website analytics, social media engagement, conversion rates, backlinks/mentions, and gather user feedback through surveys to measure the impact of repurposed content.
Q: How often should I repurpose my content?
A: The frequency depends on your strategy, resources, and audience preferences. Aim to repurpose content regularly to keep it fresh and reach new audiences whenever valuable insights or opportunities arise.