Transforming original material into new formats for customers is known as content repurposing, also called recycling or reformatting. This may include placing additional content and re-creating the original post into a blog or email series.
Sometimes, only some people in your marketplace prefer consuming regular content. So, it’s a good idea to copy and paste your previously written material onto Medium, LinkedIn Pulse, or Quora, for example, to reach a different audience.
Repurposing uses the value of the existing content to reach a wider audience, reaffirm essential ideas, and maintain evergreen pieces across numerous media rather than developing brand-new content from scratch.
Repurposing can be done using video series, infographics, blog posts, articles, podcasts, social media postings, eBooks, email lists, and other sorts of content. You can enhance the effect of your material by rethinking it in various formats.
The fresh content builds your online presence, thus helping you reach a wider audience and satisfy a range of tastes. However, the content repurposing process is a challenging task.
Finding the correct content channel for your library requires you to have achievable content marketing goals. So, how do you ensure that your content marketing plans are effective?
This post will discuss the content repurposing workflow and its advantages, explain how it operates, and offer creative examples of how you may utilize your material to its full potential.
6 Steps On How to Set Up a Workflow for Repurposing Content
Content workflow organization is essential for a content repurposing strategy to be effective. As a content marketer, you need to establish and develop a workflow specifically for the value of repurposing to make the effort of repurposing one that is focused, effective, and fruitful.
When starting, it’s expected that things won’t kickstart as smoothly as planned, but at least you’ll have a strong content plan. Below are the steps to follow to ensure a smooth workflow:
1. Content selection and inventory: Thoroughly inventory your current content and classify it according to its usefulness, effectiveness, and potential for evergreening. Pick the content elements that support your repurposing objectives.
2. Create a Plan: Another essential step is developing a repurposing plan and identifying the formats you want to build and their intended audiences. To effectively plan the repurposing efforts, create a content calendar. This allows you to create a working publishing schedule.
3. Material Adaptation: Create material specific to each format and tailored to the target audience and platform. Examples are reformatting, including graphics, or modifying the language to fit the Medium.
Tools such as Canva, Instagram Animoto, and Graphic Facebook are among our favorite tools for material adaptation on different social channels.
4. Creation and Design: Create the repurposed content, ensuring the final product is high caliber and consistent with your company identity. Create the repurposed content, providing the final product is high caliber and consistent with your company identity.
For example, visual content like social media graphics can be based on meta descriptions from your email newsletter content or highlights from your audio files. Choosing at least three concepts from your primary content ensures consistency in your company’s identity.
5. Promotion: Publish the material repurposed on the relevant platforms and actively promote it through different marketing channels.
6. Analyze and Track Results: To monitor the effectiveness of your repurposed material, keep an eye on metrics like engagement, reach, and conversion rates. Utilize this information to improve your repurposing approach in the future.
Benefits of Repurposing Content
Businesses and content producers need help to produce fresh and exciting material consistently. This is where content repurposing comes into play, providing a variety of advantages that go far beyond merely recycling previously created content. Below are some of these advantages.
1. Enhanced Range: You may reach a bigger audience across more platforms and channels by converting material into various formats. While some people might choose to watch movies or listen to podcasts, others might prefer to read blog entries—repurposing guarantees excellent engagement with different target audience segments.
2. Better SEO: Although search engine rankings like recent and pertinent information, you don’t need to produce brand-new content constantly. By repurposing your original piece, you may optimize content using relevant keywords and increase traffic to your website or other online platforms.
3. Efficiency in Time and Money: Content creation can be time-consuming and resource-intensive. Making the most of the material you’ve previously invested in through repurposing will save you time and work while benefiting your audience.
4. Reinforced Messaging: Repeating your main messages will help them stick in people’s minds. You can ensure that your ideal audience understands and retains the information more effectively by providing the same fundamental ideas in various formats.
5. Greater Authority: Repurposing content frequently and in different formats establishes you as a subject-matter authority. Your audience will become more receptive to your message. As a result, you are increasing your authority and brand loyalty.
Which Content Should I Choose to Repurpose?
When choosing what content pieces to repurpose, emphasize the content that has already generated results for your company. It must incorporate the timeless works you have produced in the past.
Evergreen content lasts long, giving you plenty of opportunities to repackage it for various platforms and formats. Here’s how to choose the subjects that will work best for your brand:
Find the Most Shared Content
Enter your website name in a service like Buzzsumo to see which pages have the most social networking. You’ll notice that certain subjects and bits of content stand out when you browse through all the reports produced by the tools mentioned above.
After reading this, you’ll get a fair idea of what you can start repurposing. In addition, you’ll require some excellent tools to facilitate the procedure.
Determine Your Key Content
As you look through your previous work, one of the most significant content strategies is selecting the best articles you have written based on their quality and long-term significance. Your audience should find these things informative and engaging enough to read on many web platforms.
Investigate Google Analytics
For more information on how your website content performs and engages your audience, checking Google Analytics can be incredibly helpful.
Google Analytics is a robust online analytics tool that gives detailed data and insights about the visitors to your website, your most popular content, and their interactions. You can access the “landing pages” report to determine which pages generate the most traffic. This will also help you set clear content goals.
Tools to Make Professional Content Repurposing Easy
There are countless methods for repurposing content online. One thing to remember to ensure a convenient flow of work is to choose two to three high-end apps that will handle most of your content repurposing requirements instead of assembling a convoluted list of tools.
To minimize all operational costs related to content creation, ContentGo supports these activities through technology and services. The best part is you can always request a demo before you get started—this helps you to get a glimpse of how they can help you repurpose your content.
If you have been podcasting, blogging, or running webinars for a while, you have enough content to write an ebook. With Blurb’s BookWright, you can turn your existing content into downloadable PDF ebooks.
Audacity is a free audio content recording and editing software. With built-in dithering, it efficiently handles audio files of up to 32-bit/384kHz.
The software is primarily famous for podcast content since it makes it simple to import, combine, mix, and deliver output from multitracked recordings, mono, or even stereo as a single audio track.
Additionally, it provides flexible editing down to the sample level, spectral views, and spectrograms for studying frequency response.
Piktochart is a flexible graphic design tool. With this tool, you can transform your content into various visual formats, including infographics, talk presentations, and graphics for social networks.
It also features drag-and-drop capability and hundreds of pre-made, editable templates, enabling you to create outstanding visuals without prior design knowledge.
Content Repurposing Tips To Look Out For
Now that we have a healthy workflow for starting let’s get down to work! There are countless opportunities for repurposing content. Here are some recommendations for best practices in content repurposing that you can start using right away.
Adapt Your Content According to the Social Platform
You can use and publish your material across numerous platforms by repurposing it. But you need more than just changing the format of your material.
Every social media platform has its requirements and peculiarities. Try to batch all your content for the best content distribution and engagement results from your social media content.
To make the most of your social media channels, it’s important to follow a content marketing strategy such as batching. This involves creating batches of content, like blog post outlines or reels, in sets of 10. By doing this, you can schedule your social media posts in an organized and efficient way. Don’t forget, adhering to this strategy is crucial for maximizing your social media presence.
Similarly, each platform has preferences regarding video size, image dimensions, and character count. So, while publishing your social posts, be sure to keep these specifications in mind.
Utilizing Quora For Inspiration On Blog Posts
Quora is one of the most preferred question-and-answer platforms. If you frequently answer basic questions on Quora, you may find an entire blog post inspiration. You can also form queries on the site to get a broader audience engagement, which you can redirect to your site.
Discover your target audience’s prevalent themes, pain fields, and interests by examining common questions, discussions, and topics on the platform.
Use this insightful information to create engaging, pertinent blog posts that appeal to readers and increase website traffic.
Syndicate Your Publications
Another excellent method for repurposing information is to syndicate it (also known as republishing). You may reach a new market by publishing your best-performing material on different sites such as Medium and LinkedIn.
Turn White Papers Into Content Ideas
Another excellent strategy to maximize the value of your research reports and white papers is to turn them into blog posts. Use these research studies as a rich source of blog content. To create educational and data-driven pieces, consider the reports’ significant findings, figures, and insights. By including your analysis and opinion, you may add helpful context to your blog entries, making them high-quality content and thus attracting readers.
Repurpose Material for Guest Posts
Use some of your most popular posts or email marketing as the foundation for creating guest posts for authoritative sites. By adding new perspectives or information, you are extending the content rather than duplicating it.
To update the original blog post and appeal to a larger readership, you can also try a different writing style for your guest post, such as the succinct AP style.
Creative Case Studies on Content Repurposing
After gaining a better understanding of the idea and advantages of content repurposing, let’s look at some ideas to help boost a little bit of creativity when it comes to content repurposing.
- Convert a Guest Article Into a Live Video Q&A Session
Consider that you’ve produced a strong guest post for a well-known business site. Consider making its main themes the subject of a live video Q&A session to broaden its appeal and increase engagement.
Invite influential people and industry professionals to participate in a live Q&A session where you may explore the insights from the post and respond to audience questions. This increases the readership of your guest post and engages them in conversation with your company, strengthening their bond and trust.
- Create a Blog Series Based On a Webinar
Hosting webinars is a fantastic method to demonstrate your knowledge and engage your audience. Repurpose the insightful material into a series of blog entries after a fruitful webinar.
Divide the critical points of the webinar into several articles, giving each one more context and information. This strategy allows you to target readers who prefer bite-sized content while ensuring those who missed the live event can still get the vital information.
- Converting Fashion eBook Pages Into Email Drip Copy
If you’ve spent much time and effort generating it, keep an extensive eBook from disappearing into obscurity after its first release. Use the information from the eBook to create a series of drip emails.
Each email sent to your subscribers regularly can cover a different chapter or subject from the eBook. This keeps your audience interested for a long time while providing them with insightful information and nurturing them along the buyer’s journey.
- Extend an Opinion Piece into a White Paper
Blog postings and articles that provoke thought frequently include insightful research. Repurpose such a post into a thorough white paper that explores the subject in greater detail and offers in-depth analysis, extra data, epic content, and valuable takeaways.
White papers are well-respected in the business world, which makes them an excellent tool for generating leads, creating valuable content, and building authority in your sector.
- Converting Long Video Content to GIFs
With the help of the GIF image format, you can save and display numerous images sequentially to create an animated effect. GIFS are excellent for drawing attention to content in blog posts, mailing lists, and landing sites.
Convert your content into bite-sized videos from your long-form content before converting them to GIFs. This is simple to accomplish with software such as Piktochart Video. Other than that, utilizing any free video-to-GIF converter is all that you require.
- Creating Blog Post From Long-Form Video
Another popular way to reuse lengthy video and webinar recordings is through blog content. More effectively than a video, it can convey difficult-to-remember long-form pieces in minutes.
You can research the best tool to use that allows you to convert your video into an article quickly. Piktochart is one such software you can try out.
Repurposing your pieces of content is a practical approach that enables you to maximize its effectiveness while appealing to many platforms and audiences.
Content repurposing ensures evergreen content, broadens audience engagement, and reinforces essential ideas, making it useful in your content marketing toolbox.
To maximize the potential of your content and achieve long-term marketing success, implement a disciplined content creation workflow, use various social media channels, and get inventive with concept repurposing. Remember that every piece of material you produce has the potential to great content demand.
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