Content is often the key to standing out in today’s digital landscape.
If you want to attract customers to your website, demonstrate thought leadership, build brand authority, and earn sales, you need content.
Unfortunately, even professional content creators struggle to create amazing content non-stop. Fortunately, there’s a solution. Learning how to repurpose existing content into fresh, new assets for your target audience is one of the best ways to generate more value from everything you create.
Not only do you get to avoid writer’s block, but you can extend the reach of your content to new audiences too. So, where do you get started?
Why should I repurpose content?
Before we look at the ways you can repurpose your content, its worth discussing why it’s such a good idea. First of all, repurposing content saves you a lot of time.
You don’t have to search through social media, customer reviews, and business data to find new topics to talk about. You already have the information you need to form the framework of your piece.
Plus, you’ll already have the data you need from your website and social media accounts to help you figure out which pieces of content have the potential to drive attention and conversions. This means you can focus your content creation efforts on strategies sure to drive value.
Repurposing content can also be a great way to earn an SEO boost. Building multiple pieces of content around similar targeted keywords helps you build your authority with search engines, and demonstrate your expertise.
What’s more, repurposing content is a great way to scale your reach. After all, not every customer you encounter will want to read a blog post or watch a video. Repurposing content allows you to experiment with a range of different formats, to reach a wider audience.
8 Ways to Repurpose Content
The good news? There are virtually infinite ways to repurpose your content.
Here are just some of the top options you can consider.
1. Turn a blog post into a video (or vice versa)
87% of marketers say video has helped them directly increase sales figures. Transforming an existing how-to blog or guide into a video is a great way to boost your chances of conversions, and connect with a wider audience. You can easily transform your blog into a script using the help of your virtual assistant, or even a tool like ChatGPT.
Alternatively, transforming a video into a blog post is a great way to boost your SEO potential, giving you more keywords to rank for on your website. All you need to do is transcribe the video, and format it into a post that’s easy to consume and scan.
If you’re struggling, it’s worth getting the help of a VA with expertise in content production and search engine optimization. They’ll help you convert your video into a powerful blog post.
2. Create a podcast episode
Just as you can use written blogs to create visual content, and videos to create blogs, you can use a wide range of content to produce a podcast episode. Podcasts are becoming increasingly popular, with 73% of US consumers listening to them on a regular basis. They’re easy to consume on the go, and require a lot less attention than a traditional video or blog.
If you have an amazing guide, eBook, infographic, or video that’s packed with information, consider turning it into a podcast. You could even reach out to other thought leaders and get their quotes, so you can discuss their opinions during your episode.
Depending on the content you’re repurposing, you might even have enough information to create an entire podcast series.
3. Create Infographics or graphics for social media
Do you already have a blog post, video, or guide that’s full of valuable statistics and data? Make those useful insights even easier to consume (and more shareable) by creating an infographic. Consumers in both the B2B and B2C world love visuals, and infographics make it much simpler to access a lot of valuable data in a matter of seconds.
You can place infographics on your website, in blog posts and other pages – but they’re also great for sharing on social media. Not only are images 65% more memorable than written content, but infographics are much more likely to be shared across social channels too.
If you don’t have enough information for a full infographic, you can simply create a card or slide show on social media sharing a few top statistics or talking points.
4. Update Old Blog Posts with New Stats
Used correctly, blog posts can drive consistent traffic to your website, generating leads for years, or months after they’re produced. However, even the most “evergreen” topics, can start to seem a little outdated after a while. Browse through your website to find your highest-performing posts (the ones with the most views and conversions) and ask whether you can update anything.
Can you add new data from studies and reports you didn’t have when you originally created the post? Could you share insights and ideas that have emerged since the original publishing date? Maybe you could just go a little deeper into certain topics, providing more actionable insights?
Updating your content is a great way to keep it relevant, and it can improve your SEO standing too, as Google loves sites that churn out fresh, unique content.
5. Turn one post into multiple
Another great way to repurpose a blog post is to segment it into various different posts, each covering a specific concept in greater detail.
For instance, if you wrote a post all about the benefits of email marketing, and how to create an email newsletter, you could divide that post into various posts covering:
- The state of email marketing, with recent stats and figures
- Email marketing strategies and methods
- The top email marketing automation tools
- Tips for writing more effective emails
- Email marketing data and metrics to monitor
- How to clean an email contact list
You get the idea. Just make sure every separate post you write is substantial enough to generate real value for your audience. For example, no-one wants to read 10 different blogs about the different steps involved in setting up a WordPress website.
6. Create an eBook
On the flip side, if you already have a lot of different content revolving around the same topic, you could consider combining it together into a new eBook or downloadable resource. For instance, using the content we mentioned above for email marketing, you could write “The Ultimate Guide to Email Marketing”, complete with graphs, images, step-by-step guides, and statistics.
eBooks are a great way to take advantage of the benefits of long-form content, and demonstrate your expertise and authority in a specific space. They also work perfectly as lead magnets if you need to convince customers to sign up for your newsletter or share their contact details.
Consider using your eBook as a “free gift” you can send to anyone who signs up for your podcast series, or agrees to receive your email marketing newsletter.
7. Design a webinar, masterclass, or mini course
Around 95% of marketers now say they see webinars as vital to their marketing efforts. The reason for this is everyone wants access to valuable, educational content. Whether you’re targeting consumers or other businesses, webinars can help you to earn leads, and build relationships with consumers.
If you already have a lot of content on your website related to a specific topic, then you have the tools you need to start creating an amazing mini course, masterclass, or webinar. If you want people to subscribe to a live webinar event, consider promising them access to exclusive information and data they can’t already find on your website.
If you just want to provide customers with an educational resource, make sure you convert your content into an easy-to-follow format. Enhance your course with slide shows, quizzes, videos, and downloadable resources.
8. Re-Use Content for Guest Posts
Finally, if you’re trying to boost your SEO potential with backlinks, or just attract more visitors to your websites, guest posting is always a great idea. If you have content that you know would be valuable to another company’s audience, then you can adapt that into a guest post for their site.
Crucially, it’s important not to just copy/paste the content you’ve already written or produced onto another site. Most companies won’t appreciate this, as it can hurt their SEO rankings (and yours). Instead, make the content unique to that site, by adapting the style, tone, and format.
Try to add something new every time you “spin” the content for a different site, and focus on tailoring the advice you give to the website’s specific target audience. For instance, if you’re using a blog post about video conferencing on a B2B tech company’s website, you could write the post to appeal to companies searching for the right tools for their employees.
Make the Most of your Content
Producing amazing content takes time, creativity, and effort. It’s always worth making sure you’re getting the most value out of every asset you product. Repurposing your content means you can optimize the ROI of every video, blog post, eBook, and graphic you create.
With the help of a virtual assistant, repurposing your content can be easier than you’d think. Your VA can assist you with everything from transcribing videos for blog posts, to editing podcasts, and even producing infographics. Contact Lune Valley VA today for more information on how a VA can help you make the most of your content marketing strategy.