The Forbes 2024 report says that 74% of companies claim that content marketing has helped them to generate leads. It indicates the effect of engaging content that grabs the interest of existing and potential customers. However, creating original content can be challenging, with so many resources and content available. The best way to tackle this is by repurposing the existing content. Today, in this blog, let us see the benefits of content repurposing and how it can enhance brand visibility.
What is Content Repurposing?
Reforming existing content into new formats and sharing it across other platforms is called repurposed content. It is also called recycling content, which makes your core message the same, but the format you consume will be different. This process can reduce the time and effort needed to create content daily.
The main advantage of content repurposing is to increase brand awareness and consistent social media presence.
For example, if you follow Ankur Warikoo, you must know his content across YouTube, Instagram, and LinkedIn. While the core theme of his messaging is helping young individuals to make conscious decisions, the content formats are customized according to the specific formats.
Some of the examples of repurposed content are as follows.
- Blog Posts to video
- Webinar into blog series.
- Podcasts to social media posts
- Infographics into carousels.
Benefits of Repurposing Your Content
According to NP Digital, 4.6 billion pieces of content are produced daily. Analyze the best-performing content and how your audience is reacting. Based on this analysis, recreate it in another format. Suppose your blog post performed well and increased organic traffic to your website, then you must convert it into long-form videos for YouTube or an infographic for LinkedIn. This strategy can make your brand’s evergreen content refreshing and relevant to the present scenario. Let’s look at the advantages of repurposing your content.
Reach Wider Audience
According to SEMrush’s content marketing report 2023, 42% of marketers claimed that repurposing and updating the existing content had made their social media campaigns successful. Different social media platforms have different audiences, unique pain points, and interests.
You must study the features of each platform, which can help you understand the nuances of the chosen platform. While creating content, keep focus on your primary channel and use the other platforms as the content distribution channel. In this way, content repurposing will help you reach a wider audience.
Upscale Your Content
Social media content strategy requires a long-term action plan. It’s not like creating content and ghosting it. Creating engaging content requires lots of time, patience, and effort. Brands must think two steps ahead while creating content and how to use it in the future.
For example, a well-researched and data-backed article can be upscaled into Instagram reels, LinkedIn carousels, data visualizations, etc. Repetition of the same context can help to register in your audience’s brains, resulting in upscaling your content.
Also Read: 10 Tips for Writing Engaging Blog Posts
Enhance Audience Engagement
Content consumption habits differ from platform to platform. Some prefer to watch videos, while others prefer to listen to podcasts. When you strategically repurpose your content and distribute it across various platforms, you have higher chances of engaging with multiple sets of audiences.
Engage with comments and reactions for every post on every platform to build a loyal community. This helps you develop strong relationships with your audience and gain valuable feedback for future content creation.
New Spin to Old Content
If you have been in business for a few years and creating content, then you have vast information unknown to your new audience. Give your old and best-performing content a second chance by repurposing it with a new approach, resulting in reducing the content market budget. The other benefits of content repurposing include generating high-quality leads and reinforcing your core message across other platforms.
Boost Organic Traffic
Creating multiple content formats from a single source can boost your SEO efforts. In a survey conducted by ReferralRock, 15% of marketers claim that increased website traffic is due to content repurposing. Optimizing content for existing channels and formats can increase visibility and organic traffic.
How to Repurpose Your Content?
Not all pieces of content will gain the same traction and attention. Sometimes, the posts you create in a hurry might go viral. To effectively repurpose your content, follow these steps.
- Identify your primary content format. Your core message should be long-form blog posts and videos or podcasts.
- Analyze your content strategy and select content that has performed well and has received higher engagement from your audience.
- Convert this long-form content into short and simple content pieces that are easy to digest while your core messaging remains the same.
- Customize these short content pieces according to the platform’s requirements. For example, long-form blog posts can be converted into videos, Instagram reels, and YouTube shorts.
- Analyze the performance of the repurposed content and check what works best. Use analytics tools to measure engagement metrics like likes, shares, and comments. Adapt and refine your content strategy based on these insights.
Final Takeaway
Content repurposing is the smart step that most businesses use to maximize their content marketing efforts. Transforming well-performed content into new and refreshing content can help you reach a wider audience, boost organic traffic, and enhance audience engagement. This approach saves you time and effort while the core message remains consistent across the diverse platforms.
Analyze and optimize your repurposed content continuously and stay updated according to the audience’s requirements. By incorporating content repurposing into your strategy, you can grab your audience’s attention and improve your ROI. What are you waiting for? Start repurposing content today and watch the results.
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