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Content creation has become indispensable for businesses of all sizes, from small startups to large enterprises. A robust content creation and marketing strategy is essential for any company aiming to thrive and expand in the digital landscape.
Yet, creating fresh content can be daunting, requiring significant creativity and effort. A valuable strategy, content repurposing, can simplify this process.
Content repurposing, or content recycling, might initially seem like an easy way to create more content. It does make things easier by using what you already have, but it still requires effort.
Repurposing content means turning your existing content into something new, usually for a different audience. You need to think creatively to make the new content interesting for your target audience.
When you consider it, you’ll find many ideas for repurposing content. For instance, you can turn an old blog about etiquette into social media posts. You can also use insights from past webinars to create informative blog articles for people who missed the live sessions.
One great thing about repurposing content is that it helps keep your content relevant over time. Different platforms attract different people, so repurposing content for various formats helps it reach more people. If you’re unsure how to start, here are some simple ways to make content repurposing work.
- Converting Your Content into a Podcast
Sounds good, right? The fact that you can listen to a podcast at your convenience gives it an edge over the traditional radio. People can take in information while doing other daily activities. Nobody reads a blog post while sweeping, driving or cooking, but podcasts can achieve this.
This edge will help you attract a larger, more unavailable audience to read your enlightening information. Podcasting is rising, and statistics show there will be about 5 million podcasts to listen to in 2024. Why not get your content on that platform? Why not convert those educative and entertaining blog posts into the podcast format and reach more people?
- Creating Social Media Posts from Your Blog Content
Another smart strategy is repurposing your blog posts into engaging social media content. With around 5.44 billion people (Statista) online, social media platforms are bustling with activity. Your audience often prefers concise, visually appealing content that they can digest quickly.
By extracting key points from your blog posts and transforming them into illustrations, threaded posts, or a simple carousel, you make your content more accessible. For instance, imagine recreating a blog post as a captivating carousel on Instagram, using attractive fonts, illustrations, or animations to convey your message effectively. This approach ensures your content reaches and resonates with a wider audience across various social media platforms.
- Turning Existing Content into Videos
Breathe life into your content by transforming it into captivating videos. While creating videos may seem more complex than writing or using images, they can capture attention quickly. Video marketing is incredibly engaging, with statistics showing that social videos garner 1200% more shares than combined images and text. For instance, if you manage a food blog, a video showcasing the preparation of a new recipe can be highly engaging. A concise recap video of your content can also attract a wider audience and boost engagement.
- Creating Blog Posts from Webinars
Another effective strategy is repurposing your webinar content into insightful blog posts. After hosting a webinar series with thorough preparation, you already have valuable content at your disposal. Convert your presentation’s prepared lecture materials or slides into detailed blog posts. To enhance engagement, infuse a conversational tone and include additional researched points.
Most webinar sessions include a Q&A segment, where common questions arise. These frequently asked questions serve as excellent content for blog posts. Compile these questions and answers into well-written blog posts. For example, a webinar series on career transitioning might generate questions like, “What steps should I take before changing my career?” or “Should I pursue a new course, resign, and return to school?” Crafting a blog post titled “4 Easy Steps to Prepare for a Career Change” based on these questions can provide valuable insights for your audience.
- Updating and re-promoting existing blog content
Some content remains evergreen, relevant across seasons and always in demand. Just like software and apps receive updates, your content benefits from revamping. Even a small addition, like explaining a new hack to an existing method, not only repurposes the content but also showcases the advancement of your research.
Updating old posts provides valuable insights to those discovering the topic, enhancing their understanding. According to research by Buffer, employing this strategy can lead to a significant 4% growth in traffic.
There are numerous ways to repurpose content creatively. With some brainstorming, you can generate exciting, repurposed content that continues to drive traffic for months. It begins with understanding your audience’s needs, how they consume information, and their availability to engage with the content.