Creating content for your website or blog can often feel like running on a treadmill. You crank out post after post and publish article after article, but at the end of the day, are you really getting all the mileage out of your content?
Great content can strengthen your brand’s reputation, bring more traffic to your website and increase sales. It takes a lot of effort. No one wants to post something on their website for it to get lost in the abyss. You want it to be seen over and over again.
That’s the beauty of repurposing content. You’ll get eyes on your content over and over again. And most business owners already have content that they can repurpose. Here’s how.
What is content repurposing?
Content repurposing is taking one piece of content and converting it to another medium. For example, you could turn a video into a blog post or a blog post into multiple social media posts. It’s an art, and there is a right and more effective way to do it.
One of business owners’ most challenging tasks is constantly producing high-quality material. Creating content, serving your clients, and leading your team takes a lot of time. Not to mention everything you have in your personal life.
By taking a popular piece of original content you have already created and changing its format, you can present it to a whole new audience and save a lot of time.
Why should I repurpose my old content?
An important advantage of repurposing old content is that it makes it easier to scale content and reach new audiences. Most people don’t remember what they read last week, let alone last year. So why not update some of that content into new formats and reach a whole new audience?
It’s not uncommon for business owners to have years of blog posts just sitting on their websites. They wrote them but then never did much beyond posting them. They will hire our team to create the repurposed assets of their posts to increase their visibility.
Repurposing old content will also save you a ton of time. You have already done most of the research to create the piece in the first place. Now it’s just a matter of updating it with new statistics or details about your industry.
Often our done-for-you clients create new videos 2x a month and have our team repurpose an older but still relevant video for the other 2 weeks of the month. This gives them a break from creating content every week and still gets them consistent traction on their website.
How can I repurpose my old content?
You can repurpose your content in a variety of ways, and here are some of my favorites:
Convert old blog content into infographics
If you’ve written a terrific blog article full of interesting data or a step-by-step tutorial, consider visually bringing it to life with an infographic.
If you have a blog article with a lot of data, an infographic might be a terrific method to repurpose your material.
Convert webinars into comprehensive guides
Running a webinar is no easy task. It necessitates investigation, strategy, and skill. Even if you put in a lot of effort, not everyone will have time to watch your webinar, no matter how wonderful.
Don’t throw away all your hard work; you can convert your webinar into a step-by-step guide that users can download anytime.
Create Reels (MicroVideo) out of blog content
There are numerous ways to present video content. Online video has grown in popularity in the last decade (hello, TikTok!). Making shorter videos of your blog entries is a terrific way to capitalize on this.
Our recommendation: the shorter, the better. Don’t hesitate to create 4-6 shorter videos from one blog post.
Convert webinars into podcasts
Some people prefer to learn new things by listening to podcasts. They can do this in the gym, on their way to work, or while driving. It’s worth creating audio of a webinar for people to listen to on the go.
Update an old, but popular post
If you have a post done well, update it yearly with new, relevant content. An example of this is your favorite apps of the year, your goals for the new year, or a list of products you use every day. The list of possibilities is endless.
When you update content you know your audience already loves, it’s a no-brainer to keep using it over and over again.
Time is a valuable resource, and one of the most significant benefits of repurposing material is the time it can save you during the content development process.