Consumers are 131% more likely to buy from a brand after the reading educational content they publish. So, it is not a surprise that content marketing has become a crucial part of every business’s marketing strategy in recent years. However, continually trying to generate new and engaging pieces about your industry can be difficult and time-consuming. But it doesn’t always have to be.
While it is still important to create new content, why not utilize content you have already put a lot of time and energy by either refreshing or repurposing it?
Refresh Outdated Content
Refreshing content is as simple as taking your piece and updating it to reflect changes in the industry and current statistics. This approach can increase website traffic by over 100%, and 51% of companies say that updating their old content has proven to be the most efficient tactic they have implemented.
Repurpose Existing Content
Content repurposing is when you take an existing piece of content and transform most or all of the presented information into other types of content—for example, taking a section of a blog turning it into an infographic or a short video.
Benefits of Repurposing Old Content
First and foremost, using content you already have as a foundation for new pieces can be a huge time-saver since you already have the resources and necessary information at your fingertips.
It can also help you reach new audiences. Transforming a few blog posts into a series of podcasts, YouTube videos, or social media posts allows you to utilize additional distribution channels. This tactic can put your content in front of a demographic you may not have been able to reach before all while reinforcing the message to your existing consumer base.
How to Repurpose Content
The first and most crucial step in recycling content is selecting the right piece. Choose ripe bits of information to reuse is considered best practice, meaning the content should be relevant to your consumer base over the long-term. It is also a good idea to avoid information with a trend or seasonal component since engagement will drop off quickly as the content ages.
Next, you must decide what kind of content you will create, which you should choose based on the platform you plan to distribute it through. For example, if turning a blog into a video, where you plan to post, it will determine the length and how in-depth you go into a specific topic. Video for social media platforms like Facebook, Twitter, or LinkedIn needs to be short and to-the-point since you will most likely only have their attention for a few seconds – these are great to use as a teaser to more informative content on the topic. On the other hand, videos for YouTube and your website can be longer, although you still need to make sure that it is both verbally and visually engaging.
The possibilities are endless when it comes to repurposing content. Here are a few ideas for how you can transform something old into something new to help you get started:
- Take an existing blog post and convert it into an outline or loose script for a podcast or video.
- Use short snippets or statistics from a blog or infographic to create attention-grabbing posts on your social channels.
- Convert internal company data into case studies for your website.
- Transform a whitepaper into a slide deck to publish on SlideShare.
- Create graphics highlighting outstanding reviews and testimonials for social sharing.
- Combine a series of related blog posts into an e-book or whitepaper.
So, stop feeling like you always need to reinvent the wheel. Saving time, reach a wider audience, and add weight to the knowledge and content you have already created. Whether you need help with determining what pieces to refresh and repurpose or need help with content as a whole, our Digital Marketing Experts can help take your content marketing strategy to the next level. Contact us today!