If you’ve ever wondered how to reach more customers without having to create new content from scratch, then content repurposing is the answer. Content repurposing is a branch of Content Marketing, and is the practice of taking existing content, such as blog posts or videos, and tweaking it to appeal to a different audience or format.
It’s a great way of squeezing more value out of your existing content without having to go through the time and effort of creating something new. Whether you’re a business owner or marketing manager, content repurposing can help you get more out of your existing marketing strategy while also reaching new audiences.
In this blog post, Ronin Digital Marketing Brisbane will discuss the basics of content repurposing, how to structure and organise your content for maximum visibility and engagement, best practises for using different types of content, and more. Let’s dive right in!
What Is Content Repurposing?
Content repurposing is the practise of taking an existing piece of content and repurposing it for a different platform or medium. Whether you’re turning a blog post into an infographic, podcast, or video, the process of content repurposing allows you to reach more customers without having to create new content from scratch.
Content repurposing can also help you get more out of your existing content. By creating multiple versions of your content, you can target different audiences or stages in the sales funnel. And by diversifying your content output, you can drastically increase ROI and reach more potential customers.
To get started with repurposing, it’s important to organise and structure your existing content in a way that makes sense for each platform. That way, you can tailor your message to the different formats while still staying true to your original idea.
Organising Content for Maximum Visibility and Engagement
You already have plenty of content – why reinvent the wheel when you can just repurpose it? But how do you go about it? To make sure your content is organised and structured in a way that yields maximum visibility and engagement, there are a few important steps to take:
- Analyse Your Content: Before you dive into repurposing, analyse your existing content first. Look at what’s resonating most with your audience, and what topics they’re most interested in. That way, you can strategize more effectively on how to repurpose your content.
- Develop an Editorial Calendar: Having an editorial calendar ensures that you’re not scrambling for ideas or putting together content pieces last minute. Outline the topics that you want to cover over a certain period of time and the relevant channels for each one, so that you can start creating assets accordingly.
- Identify Cross-Promotion Opportunities: Take a look at other channels where you can reach potential customers, such as through influencers or through collaborations with other brands or publications. This will further maximise the reach and visibility of your content pieces.
- Keep Track of Performance Metrics: Finally, make sure you track the performance of each piece of content by monitoring metrics like impressions, views, website visits, social media engagement etc., which will help inform future strategies around repurposing.
As long as you follow these steps properly and keep track of how well your repurposed content is performing , you’ll be able to maximise both visibility and engagement effectively while reaching more customers than ever before!
Using Different Types of Content for Repurposing
When repurposing your content, it pays to be creative. You don’t have to stick with just one type of content. Instead, use a variety of content, from blog posts and videos to podcasts and infographics. Here are some of the most popular types of content for repurposing:
Blogs
Blog posts are still the foundation for any content marketing strategy. They are great for delivering valuable, long-form information about topics that your audience is interested in learning about. You can create blog posts from existing material such as webinars or customer interviews, or you can start from scratch.
Videos
Videos are an excellent way to engage with your audience and share stories that draw people in. Plus, they help break up the monotony of written content and keep viewers’ attention longer than text-based pieces. When creating videos out of existing material, consider using customer interviews or snippets from your podcast as sources for developing new content.
Podcasts
If you produce a podcast series on a regular basis, you can extend its reach by repurposing episodes into other types of media such as blog posts and infographics. Consider creating episode summaries or listicles highlighting major points from the episode to encourage people to listen in full-length format while giving them a taste of what they’ll get when they do.
Infographics
Infographics offer a way to visualise data that’s more engaging than text-heavy paragraphs full of facts and figures. They are perfect for complicated topics like economic trends or industry developments because they distil information into easy-to-understand visuals that can catch people’s attention and help them better.
Best Practises When Repurposing Content
When it comes to content repurposing, there are a few best practises you should keep in mind. Here are a few tips to help you get the most out of your content repurposing efforts.
Reframe the topic
Reframing the topic can help you create more targeted and engaging content for different audiences. For example, if you have an article about email marketing, consider reframing it into an infographic about the key statistics and trends in the email marketing space. This approach can help engage more readers who prefer visual content or need more data-driven content.
Reuse existing assets
Reusing existing assets is a great way to save time when repurposing your content. For example, if you have an article on Instagram Marketing, try turning its key points into an Instagram Story or a series of posts for social media. You can also reuse images from your article to highlight key points or create quotes images to post on social media—it’s up to you!
Test different formats and channels
One of the best things about content repurposing is that you can test different formats and channels until you find what works best for your target audience. Try experimenting with videos, podcasts, infographics and more—you might be surprised by how well certain formats work for different types of audiences!
The key is to be creative and experiment with different types of content and channels as much as possible until you find what works best for your target audience. With these tips in mind, you should have no problem creating engaging and attractive pieces of content that drive more traffic and engagement to your website!
Tools to Help You With Repurposing
Once you know what content to repurpose, the next step is finding the right tools to help you do the job. There are plenty of great tools out there that can make content repurposing easy and efficient, and here are a few of our favourites:
Content Curator Tools
Content curation tools are great for quickly finding and aggregating great content. Popular tools such as BuzzSumo, Newsle, Feedly and Pocket can help you find content related to your topic quickly and easily.
Social Media Management Tools
Social media management tools such as Hootsuite, Sprout Social and Sendible enable you to quickly schedule and post your repurposed content to multiple social accounts at once. These tools also allow you to manage all of your social media accounts from one place, so you can manage all of your content in one place.
Video Editing Tools
Video editing software such as Adobe Premiere Pro or Final Cut Pro allow you to quickly edit or create videos with pre-existing footage or images for repurposing purposes. You can also use apps like Magisto or Animoto for creating basic video ads or animated GIFs with your existing footage and images.
Using the right tool can save hours of time when it comes to repurposing content and make sure that your content looks its best when it’s posted online. So make sure you’re familiar with the right tools before starting any repurposing project!
Takeaways and Tips on How to Maximise Results
Once you have your content repurposed, the last step is to make sure you’re getting the most out of it. Here are some tips and takeaways to help you get maximum value from this powerful strategy.
Focus on Your Target Audience
You should always begin with understanding the needs of your target audience and crafting content that specifically resonates with them. This ensures that you create content that will engage and inform them, as well as potentially converting them into customers.
Highlight Your Brand
Repurposing content is also a good opportunity to highlight your brand. You can use storytelling techniques or incorporate visual elements, such as images or videos, to create content that stands out from the competition.
Keep Content Fresh and Refreshing
Finally, it’s important to keep your repurposed content fresh and new, so your audience isn’t seeing the same thing over and over again. Try introducing different perspectives or different visuals for each piece of repurposed content you create—this will help keep their attention and boost engagement rates.
Conclusion
Content repurposing is an easy and effective way to reach more customers without having to create new content from scratch. Whether you’re creating a blog post, an infographic, a webinar, a podcast, or even a video, the key is to find the best medium for the content you want to create, and to structure and organise it for maximum visibility and engagement.
By following the best practises for content repurposing, you can make an impact on your digital audience and see great results. Ronin Digital Marketing Brisbane is here to help you every step of the way – so if you’re looking for a digital marketing agency to help you with your content repurposing strategies, we have the expertise and knowledge to take your business to the next level.
