Adding new content to your site gives you better SEO and keeps users engaged. But, finding the time and resources to constantly add new features can be more than a small business owner can afford. Enter repurposing content to stretch what you already have and make it do double or triple duty.
You probably already know you can refresh your old content and give it new life, but what if you took it and turned it into something completely different with a new package? Repurposing content often takes far less time than coming up with something new.
What Does Repurposing Content Mean?
In the most basic terms, repurposing content means you take information from one location and reuse it elsewhere. However, for the purposes of promoting your business, it means you find new ways to draw traffic to your business and find new leads with content you already have.
You may think it sounds like a good idea, but aren’t sure where to start. Here are some simple things you can do to reinvest in material you’ve already created for your business.
1. Take Inventory
Before you try repurposing content you already have, you need to know what’s in your toolbox. Take time to write out all the pieces of content you already have in your assets. Separate them by type and by category. For example, all videos in one column and then what they are about.
It may take you several weeks to take stock of all your inventory but the effort is worth it. You’ll begin to see if you have categories lacking in enough topics or if there are similar articles that should be combined.
2. Determine Quality
What is the most cost effective way to market your brand? Repurposing content ranks up near the top of the list, because it’s a resource you already own and can simply tweak and reuse time and time again.
Start with evergreen content that stands the test of time. Avoid anything that becomes dated too quickly as it will require massive edits before you can repurpose it. Put stars next to the pieces you feel are high quality work.
You should also highlight content that is okay but maybe needs additional information. It is sometimes easier to add to content you already have in your arsenal than completely start from scratch.
3. Dig Into Analytics
Take the time to look at what topics get the most traffic on your site. Where are people spending their time? Consider repurposing content that’s most popular first. People are already interested in the topic, so it makes sense to offer it in different ways.
You might even want to survey your newsletter subscribers and ask what information they’d like to see more of. Is there any article they read on your site that they enjoyed more than others? These are great pieces to consider expanding on and turning into other formats.
4. Understand Your Users
Knowing the best formats for repurposing content goes a long way. You must dig deep and understand your users and what is beneficial to them. Start by looking at your audience demographics. What age group are you most likely to attract? While a 20-something will want a video, an 80-something might not.
You also might find that the majority of your site visitors come to your page via social media. A video works excellent on social media but an infographic might be too complex. Create buyer personas for your audience segments and then think through what types of repurposing will be most helpful to each.
5. Create Multimedia
Once you have an idea of the best topics for your audience and the ways they might like to receive repurposed content, it’s time to dig down and create. Probably the easiest way to stretch your content is by bundling topics together and creating ebooks. You can add a bit to them that isn’t easily found on your website or you can make it a way for users to read through everything about a topic from start to finish.
Think about some of the guides you’ve read online and how they cover different angles within a specific category.
You could also take a topic and make it into a video. This does require a bit more effort than simply changing the format, though, so be prepared to spend more time. You’ll just save on the research portion.
Forrester Research recently made some predictions for 2022 in the media and advertising category. Around 20% of adults in the United States say they’ve bought something from social media or a shoppable video site. With Amazon and other major sites shifting to a clickable video approach, expect to see the trend continue.
Other ideas include an infographic with rich images, webinars where you talk about the topic, Q&A sessions and classes with discussion elements.
With each type of media, you may have to add a few things but the time commitment is less than creating from scratch.
6. Fill Gaps
Your final step should be to work on filling gaps. Spend time looking at what your competitors do. Did they cover the same topic recently? What did they talk about and can you add something similar to your current content?
Repurposing content means improving it and offering it in new ways. Don’t just think you can throw a link up on social media and use an article there and on your site. You need to think things through and be a bit more strategic in your approach.
Look for gaps in knowledge and add to the content you already have to not only meet but exceed user expectations.
Is Repurposing Content Right for Your Brand?
Any brand can benefit from repurposing content. It’s a chance to refresh old material and make the most of it. Spend a little time in the planning stages and the implementation will be easier and more successful.