Updating content has many marketing benefits, including SEO, branding, and customer engagement. Here’s how you can repurpose existing content.
Anyone who is an op-shopper, or knows someone who is, understands the value of repurposing.
Why purchase new fast fashion, when that retro coat is far better quality, beautifully designed, has a record of keeping people warm and cosy, and can easily be updated by changing the buttons?
It’s the same with repurposing content on your website.
We know that updating content regularly has many marketing benefits, including SEO, branding, and customer engagement. The good news is, it doesn’t mean you have to constantly churn out new content, which can be costly and time-consuming.
Here are seven ways you can repurpose content to maximise your marketing efforts.
1. Identify your high-performing content
Remember, while content is an essential marketing tool, not all content is created equally.
Some are read, re-read and shared more than others; some have a higher conversion rate. If you’re repurposing content, it makes sense to only repurpose the best performing content.
Use your analytics to discover the most popular content on your website, and use social media insights to find out which posts direct the most traffic to your website.
Then you can refresh and repurpose this high-performing content in new ways, such as updating an old article with newer stats and fresh imagery, or reusing a previous social media post in a Reel format to engage users via video.
2. Elaborate, serialise or break up content
Instead of re-running pre-existing content, why not break it up into new pieces and get several new pieces?
Similarly, pulling interesting bits out of existing content can be the start of a whole new piece elaborating on it.
While you can break up existing content, the opposite is also possible. You might want to bundle together several items and transform it into an e-book or podcast series.
3. Create a variety of formats
Another great way to repurpose content is to convert existing content into a different medium. For example, an explainer article could be converted into an infographic. An opinion piece can be transformed into a video clip with an expert speaking directly to the audience.
The beauty of switching up formats is that it allows you to reach different audiences, targeting those who prefer to watch a video than read an article, and vice versa.
Remember, video consumption is on the rise. A recent HubSpot survey found short-form video to be the most effective type of content, followed by images and infographics.
4. Update old content
No matter how good it is, information dates. It gets replaced with new information, more current research, and analysis that is more in line with current trends.
That means repurposing content should involve looking at your information and ways you can update it. You can infuse more current stories and examples, reference current events, and correct inaccuracies and superseded information.
5. Target a new audience
With a bit of tweaking, current content can be used to change or grow your audience.
You might, for example, be a hardware store that had traditionally used content to reach young homeowners undertaking DIY. But older people also make home repairs and remodels, and by shaking up the tone of voice you can use the same content to speak to an entirely new group.
You might also have an explainer article that is directed at beginners. Add a bit more detail and nuance and you can convert the same explainer to a more sophisticated demographic.
6. Leverage social media
An engaging snippet or fun fact from an existing piece of content can be used on social media to effectively drive a whole new cohort to your website.
You might, for example, have created some content specifically for Facebook, but if you refocus it on career, would it also work on LinkedIn? If you added an image or created an engaging tile, could it also work on Instagram?
7. Repurpose content in an email newsletter
You may have been posting weekly to your website, but can you create an email marketing campaign using the same content? Instead of posting weekly blogs, why not email them every week to your mailing list.
Speak to the content marketing experts
Repurposing content is all about efficiency and effectiveness, and finding opportunities that are clever and that make sense.
Assemblo is a full-service marketing agency based in Melbourne, and we understand that developing a marketing strategy means leveraging assets you already have.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.