The benefits of repurposing content and how to do it

As a writer just starting out, I remember the inner turmoil associated with imposter syndrome. My inner self wrestled with self-validation issues. Did I deserve to be writing alongside others of far-greater knowledge than myself? Was I truly qualified to even be writing at all? This issue became further compounded when I began to realize that I wouldn’t get by for very long without repurposing content. Didn’t this actually now make me an imposter? Because what writer worth her salt doesn’t publish only fresh topics and striking new ideas? 

It didn’t take me long to realize that I would quickly be usurped by others if I didn’t repurpose my content. It was physically impossible for me to generate ideas and produce content at a rate that kept pace with digital consumption. Repurposing didn’t make me an imposter–it made me a survivor. And once I truly understood what repurposing content really meant, I realized it was simply a smart way to get in front of those who I may not otherwise reach. 

If you hail from the era of paper-only publishing, you might make the argument that true writers didn’t repurpose content. To this, I’d have to provide an argument to the contrary. Those writers also repurposed content every time they did a book reading, discussed their book research at a lecture or conference, or gave tips about their creative process. We all repurpose content. The only difference is that now, the pace is heightened and writers won’t survive at all without repurposing their content.

What does it really mean to repurpose content?

Unlike my (mostly former) imposter-syndrome-ridden self, good writers actually do frequently repurpose content. It allows writers to keep pace with the nearly whiplash-inducing pace of digital consumption, while also broadening their audience reach across different platforms. Repurposing content involves using the same material but modifying it into different formats to accommodate the structure of different platforms and audiences. 

What are the benefits of repurposing content?

Repurposing content in the digital age is an absolute must. But think of it this way, your content covers more ground. Think of it as a writing tour that takes place virtually. Rather than traveling from city to city, you get to sit in the comfort of your favorite office chair and reach new people. 

Increased reach and audience

• Multiple platforms: Repurposing allows writers to tailor their content for different platforms (e.g., blogs, social media, podcasts, videos), thereby reaching a broader audience. Are you an Insta-scroller or a LinkedIn lover? Everyone has a favorite and you can use that to your advantage. 
• Increased visibility: Presenting the same content in different formats increases engagement. Got a visual learner? Go infographic. Someone who prefers audio? Try a podcast. You get the picture. 

Time and effort efficiency

• Maximized content use: Time is money, as they say. Whether that’s your ultimate goal or not, you still want to get the most mileage out of any pair of shoes. Repurposing does exactly that.
• Consistent posting: Ever gotten that lecture on staying fresh and top of mind? Repurposing helps maintain a consistent publishing schedule, keeping the audience engaged without overwhelming yourself with constant content creation.

Content longevity and relevance

• Evergreen content: Like those lovely deciduous trees, evergreen content stays relevant over time, experiencing a long life span of glorious page rankings. This would be any content where the information doesn’t frequently change, such as Hubspot’s How to Start a Blog guide. 
• Updated information: Opposite to its evergreen counterpart, older information can be spruced up (get it?) to be applied to current situations and trends. This article from Semrush is an example of updated content where new platforms, tools, and strategies are added as they become relevant.

Enhanced creativity and perspective:

• New angles: Ever feel tapped out? Sometimes, revisiting older content can inspire new angles and perspectives, leading to fresh insights or a new take on dated content. This BuzzFeed article takes a nostalgic approach to a list of popular items from the 90s which also includes Reddit-based user content.
• Cross promotion: Can anyone say link building? Different formats allow for creative cross-promotion, where each piece of content can link back to and support other pieces, creating a cohesive content ecosystem. This helps boost SEO and build authority.

Audience engagement and interaction:

• Different preferences: What’s your happy place? Do you find you listen better or prefer to see something on a screen or page? Some audience members may prefer written articles, while others might engage more with videos or infographics. Meet them wherever they are. 
• Community building: These are your loyal followers, your people, your like-minded enthusiasts. You want a place where they can get just a little more when they need it and you can acknowledge them as your devoted audience. Consistent and varied content helps build that loyal audience community. The Crime Junkie (a personal fave) podcast also provides extra perks if you join their Fan Club.

Audience feedback and improvement

• Testing formats: Testing, testing? No one likes radio silence. Repurposing content in different formats allows writers to test which formats resonate best with their audience.
• Refinement: Who doesn’t benefit from a little feedback? I‘m a firm believer in the collaborative approach to any great piece of content. Feedback from different formats can help writers refine their content and improve future creations.

Monetization opportunities

• Multiple revenue streams: Ok, maybe not for everyone, but for some, we’ve got to talk money. Repurposed content can be monetized in various ways, such as through ad revenue, sponsored content, e-books, courses, and more. If that’s not your jam, that’s perfectly fine too.
• Product development: High-performing content can be expanded into larger projects like books or courses, creating additional revenue opportunities through educational outreach. 

Brand authority and expertise

• Thought leadership: Not my favorite buzzword, but a topic that needs discussing, nonetheless. Thought leadership can imply a certain level of established expertise in a field. In reality, even newcomers can contribute valuable insight into topics. When I first started writing professionally, I felt as though I wouldn’t be taken seriously (imposter, remember?) But I found that there were readers who appreciated my perspective on topics old and new. Try to consistently deliver valuable content in multiple formats establishes the writer as an authority in their niche.
• Consistent messaging: Staying top of mind matters. Repurposing ensures that the core message remains consistent across different platforms, helping to build a cohesive brand identity.
• Authority building: Want to showcase that special expertise? Regularly repurposing high-quality content can establish the writer as an authority in their niche, as it showcases their expertise in multiple formats.

Repurposing content examples 

So let’s say that you have now created a thing of beauty, a masterpiece, dare we say? And now it’s time to take those honed ideas and repurpose them for different audience bases. What are your options?

Repurposing into other types of written content

• E-books and white papers: Compile related blog posts into comprehensive e-books or guides. For those unfamiliar with white papers, this type of content is long form and generally covers a topic comprehensively and backed by research. White papers are great for educating your audience on a complex topic. 
• Email series: long-form content can be broken down into a series of emails for easier digestibility. 
• Longform guides: Similar to white papers, other longform guides include research papers, academic insights or product guides. 
• Case studies: these are in-depth examinations of particular strategies, initiatives, or campaigns and how they were implemented. These provide valuable insights into real-world decision-making.
• Tutorials: Explanatory content or instructional material can be a great way to get new readers. Think how-to content. 

Visual Content

• Infographics: Turn data-heavy articles into infographics.
• Slide Decks: Convert blog posts into slide presentations for platforms like SlideShare.
• Landing pages: Landing pages can be a great way to drive content to get eyes on specific visual content.

Audio and Video Content

• Podcasts: Record audio versions of blog posts or articles. Many AI tools, such as Blogcast, can now help writers turn blogs into podcasts to avoid the need for expensive audio-recording tools and software.
• Videos: if appropriate for your audience, create YouTube videos or short social media clips summarizing key points.

Interactive Content

• Webinars: Host live sessions based on existing content.
• Quizzes and Polls: Develop interactive quizzes or polls with educational content to consolidate readers’ understanding of the material.
• Form submissions: Use forms to collect information about your audience. For example, you could collect email addresses that could then be used to distribute a newsletter. 

How to repurpose content: A step-by-step guide

And now for the grand reveal…what you actually need to do. Here are the practical steps for repurposing your content. 

Step 1: Audit your existing content 

Whatcha got? Identify high-performing content

• Metrics: Pick your best content. Use analytics tools to find content with high engagement, traffic, and social shares. It’s important to remember that high engagement is relative. Very niche topics may also find success with smaller audiences so don’t be discouraged if you aren’t hitting millions of views.
• Relevance: Choose evergreen content or pieces that can be easily updated with current information. This can get you moving quickly. Finetune later. 

Make it make sense! Categorize content

• Content types: Organize your content by format so that you can easily grab what you need for different purposes. Put your log posts, articles, videos, podcasts, infographics, webinars, into categories.
• Topics: Group content by themes or topics for easier bundling and repurposing. This helps you quickly identify subject matter for relevance. 

Step 2: Set goals and objectives

Go for the goal! Define objectives

• Increase reach: Expand your audience by distributing content on different platforms.
• Boost engagement: Increase interaction with your favorite audiences by going for new insights. 
• Improve SEO: Enhance your search engine visibility by creating keyword-rich content in different formats. Tools such as Answer the Public and Semrush both allow up to 10 free searches per day. They can be a great place to find what keywords people are seeking. Simply type in a topic and see which keywords rank highest.
• Get new readers: Use repurposed content to attract untapped audiences.

Step 3: Choose repurposing formats

Put your content to work. Identify platforms and content

• Long-form to short-form: Take longer articles and ebook content and pull it apart for shorter social media posts or infographics.
• Short-form to long-form: Pull several social media posts together to form a longer article with in-depth insights or put smaller articles together to form a comprehensive ebook. 

Step 4: Create a repurposing calendar

Time to calendarize. Schedule content

• Frequency: Consider how often you want to post and make it consistent. You want to encourage engagement without annoying your audience. 
• Platform-specific plans: Tailor the schedule to different platforms and formats.

Coordination time. Make it work with other marketing campaigns

• Seasonal themes: Align repurposed content with seasonal events, holidays, or industry trends. For example, if you write about politics, you might consider rolling out special content around election-time. 
• Promotional efforts: Integrate repurposed content with your marketing campaigns for consistent messaging and high engagement. 

Step 5: Optimize for each platform

Customize, customize, customize. Tailor content for different audiences

• Format-specific adjustments: Modify content to fit the requirements and audience preferences of each platform (e.g., shorter videos for TikTok, detailed guides for LinkedIn).
• SEO optimization: Ensure that each piece is optimized for search engines with appropriate keywords, meta descriptions, and tags.

Step 6: Leverage automation and tools

Let it work for you. Automation tools

• Social media schedulers: Use tools like Hootsuite or Notion to schedule and automate posting.
• Content management systems: Utilize platforms like WordPress to manage and schedule repurposed content.

Don’t rebuild the wheel. Templates and systems

• Templates: Create templates for different content formats to streamline the repurposing process.
• Systems: Use tools that are already available with workflows to eliminate duplicate efforts. 

Step 7: Monitor and Adjust

Are you tracking? Track performance

• Analytics: Use tools like Google Analytics, social media insights, and email marketing analytics to track the performance of your repurposed content.
• KPIs: Measure key performance indicators such as reach, engagement, conversion rates, and SEO rankings.

Flexibility is key! Iterate and improve

• Feedback loop: Gather feedback from your audience to understand what formats and topics resonate most.
• Continuous improvement: Regularly update and refine your repurposing strategy based on performance data and feedback.

 Remember that repurposing content still takes a fair amount of work, but it’s the smart approach to content. The digital universe makes our once-localized perspectives now accessible on a global level. But in order to reach more and more people, we have to discard the notion that all content must be fresh and new. Practice your repurposing across platforms and formats and you’ll find that you can reach new audiences without feeling like an imposter. 

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