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<\/p>\r\n\r\n\r\n\r\nPlanning to repurpose more of your content? Good thinking.<\/p>\r\n\r\n\r\n\r\n
Not only can content repurposing get you a wider audience for the content you\u2019ve worked so hard to create (or paid so much to create), it can also save you time while keeping your content bank full to the brim.<\/p>\r\n\r\n\r\n\r\n
But here\u2019s the thing: Reusing content isn\u2019t about copying what you\u2019ve created on different platforms. It\u2019s about understanding which content is worth recycling, how you can make it different while keeping the message the same, and so much more.<\/p>\r\n\r\n\r\n\r\n
This guide digs deeper into tips like these, as well as the benefits of content repurposing. But first, let\u2019s see how many marketers are recycling their content.<\/p>\r\n\r\n\r\n\r\n
A whopping majority \u2013 94% of the marketers we surveyed \u2013 repurpose their content. The remaining? They said they plan to do so in the future.<\/p>\r\n\r\n\r\n\r\n
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We also gave marketers the option of choosing \u201cNo, and we don\u2019t plan to\u201d work on content repurposing, but none of them opted for it. This alone tells us how important content repurposing is on a marketer\u2019s to-do list.<\/p>\r\n\r\n\r\n\r\n
We also asked our respondents to compare the results they saw from each of these three: creating new content<\/a>, content repurposing, and updating old content.<\/p>\r\n\r\n\r\n\r\n Even when compared to other efforts, repurposing content took home the trophy as 46% of the marketers said it brought in the best results (leads, conversions, and so on). Following this, 33% said creating content gave them the best results, and 21% said updating content helped them the most.<\/p>\r\n\r\n\r\n\r\n Next, we questioned the costs involved. Again, repurposing content led the pack with 65% of the survey respondents saying it\u2019s the most cost-effective strategy. Updating content came in second, with creating new content following in last.<\/p>\r\n\r\n\r\n\r\n We were also curious about the results achieved based on the work that each of the three categories requires.<\/p>\r\n\r\n\r\n\r\n Again, the majority of the marketers, at 48%, said reusing content was best based on the time it takes to accomplish. This time, updating content came in close with 46%, with marketers saying it gives them the best return for their efforts. Only 6% thought creating new content was the best use of their time.<\/p>\r\n\r\n\r\n\r\n How do marketers repurpose their content? Depending on the original format (e.g., a blog post, a video, a podcast), there are many ways to recycle content in a fresh medium.<\/p>\r\n\r\n\r\n\r\n We asked marketers about the methods they personally use to repurpose content. This brought up interesting responses:<\/p>\r\n\r\n\r\n\r\n When it comes to the preferred way to repurpose content, marketers had their distinct preferences.<\/p>\r\n\r\n\r\n\r\n At the top, 31% of marketers picked video as the winning way to repurpose content, with 19% choosing social media as their most effective method. Conversely, 17% of marketers found turning another medium, such as a video or podcast, into a blog post, an effective way to repurpose old content.<\/p>\r\n\r\n\r\n\r\n As for the benefits marketers saw from repurposing content, here are the key takeaways:<\/p>\r\n\r\n\r\n\r\n Aside from this, marketers also said repurposing helped them appeal to the audience\u2019s different learning styles<\/a> (13%), save time creating content (8%), generate high-quality leads (4%), and save money creating content (2%).<\/p>\r\n\r\n\r\n\r\n To better explain, Matt Zajechowski from Digital Third Coast<\/a>\u00a0shares the simple reason why you should repurpose content is: \u201cTo get more of an ROI on our content.\u201d<\/p>\r\n\r\n\r\n\r\n Soberclear<\/a>\u2019s Leon Sylvester agrees: \u201cI chose to repurpose content because it\u2019s the fastest way to reach a larger audience, generate leads, and get more clients for my business. It\u2019s cost-effective and if you\u2019re willing to outsource the editing, it can be extremely efficient.\u201d<\/p>\r\n\r\n\r\n\r\n As you can see, repurposing content provides a lot of benefits for your business. Let\u2019s look at each one individually:<\/p>\r\n\r\n\r\n\r\n Jonathan Aufray of Growth Hackers<\/a>\u00a0applauds content repurposing for helping save time. \u201cRepurposing content is very useful and allows you to create many pieces of quality content without spending too much time on it.\u201d<\/p>\r\n\r\n\r\n\r\n Kerry Thompson of ClientsFirst<\/a>\u00a0echoes the same thoughts: \u201cIt\u2019s a time-saving option to achieve a greater return. Not everyone will see your content the first time you post, so repurposing it and giving it a different look, but keeping the information similar, can help you achieve greater reach and engagement.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cYou need content for multiple channels in order to reach larger audiences,\u201d insists Venngage\u2019s<\/a>\u00a0Jeilan Devanesan. \u201cYou want to maximize the mileage you get from existing content. Reach as many people as you can, establish yourself as an authority on a topic, and create resources your target audience can refer to.\u201d<\/p>\r\n\r\n\r\n\r\n Content Creators Agency<\/a>\u2019s Rebekah Edwards makes the same point: \u201cIf we share important content on one platform, the chances are it won\u2019t be seen by people who follow our clients on another platform. And if it\u2019s important enough to write, it\u2019s important enough to share to each person who follows the brand.\u201d<\/p>\r\n\r\n\r\n\r\n Danny \u00a0Grainger of Danny Grainger Copy<\/a>\u00a0adds, \u201cRepurposing content allows me to get the same material out to different audiences with different needs. Video and podcast content is personalized. In reality, not everyone will like my persona. I can provide the same information in an article without personal branding.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cRepurposing content is a way to amplify your marketing outreach without the extensive ground-work needed in creating new content,\u201d points out Robert Stam of SEO Mandarin<\/a>. \u201cIt also offers the potential for cross-linking different content mediums, which grows engagement, visibility, traffic, and leads.\u201d<\/p>\r\n\r\n\r\n\r\n In short, \u201ccontent is like a popular older movie. You can leave it out there in its original form and hope a new audience finds it, or you can be proactive and reboot it with a new audience in mind and exercise some control over pulling the value out of your asset,\u201d summarizes Cable Compare\u2019s<\/a>\u00a0Todd Ramlin.<\/p>\r\n\r\n\r\n\r\n Now that you know about its many benefits, let\u2019s walk through some tried-and-tested tips to repurpose content like a pro:<\/p>\r\n\r\n\r\n\r\n \u201cThe first thing you need to do when repurposing content is to make sure the content you are repurposing is evergreen,\u201d highlights Utah SEO Companies\u2019<\/a>\u00a0Tonya Davis.<\/p>\r\n\r\n\r\n\r\n \u201cYou also want to check how much traffic your content was receiving. If it had some interest then, it would likely have some interest now if you repurposed it.<\/p>\r\n\r\n\r\n\r\n \u201cThe next thing to consider is how you can improve upon it. You don\u2019t want to just rewrite an old blog. You want to make sure it\u2019s better than its predecessor, as well as competing articles. This is known as creating 10x content \u2013 content that\u2019s ten times better than anything already floating out there. This requires research, time and effort, but has a very rewarding payoff.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cDig into your analytics and figure out what works to help influence your repurposing game plan,\u201d advises Kerry Thompson of ClientsFirst.<\/p>\r\n\r\n\r\n\r\n \u201cInteresting statistics, insightful quotes, and actionable advice can make for an effective carousel, which have quickly become the most engaging type of social content. A carousel can offer an easy-to-read recap of your original content.\u201d<\/p>\r\n\r\n\r\n\r\n Two of our expert respondents highly recommend this. To begin with, Rachel LaVoie from The Limit DNE LLC<\/a>\u00a0shares, \u201cCreate the longest, deep-dive content first. It is so much easier to clip and snip a larger, more technical content piece than it is to continually create smaller pieces that may or may not fit together for a campaign.<\/p>\r\n\r\n\r\n\r\n \u201cThis way, a complete narrative is created, vetted out, reviewed by all parties and it’s easy to divide and conquer with one cohesive message.\u201d<\/p>\r\n\r\n\r\n\r\n On the same note, RightlyWritten\u2019s<\/a>\u00a0Oli Graham outlines, \u201cMy best piece of advice when it comes to repurposing content would be to find your most popular articles either over 3,000 words in length or dense with information.<\/p>\r\n\r\n\r\n\r\n \u201cYou can then break this post down into its relevant subsections, and rewrite it as guest posts. These guest posts can then naturally link back to your original, long-form piece of content. This will drive a nice little bit of traffic and \u2018link juice\u2019 back to your original long-form piece.\u201d<\/p>\r\n\r\n\r\n\r\n Eliza Nimmick from Tutor the People<\/a>\u00a0talks about another useful content repurposing tip: \u201cInterviews are a popular form of content for blogs. They\u2019re easy to conduct (just email industry experts a quick question or two), easy to edit (mostly just a matter of copy and pasting), and usually get a ton of traction (as the folks you\u2019ve interviewed share and promote the article they\u2019re mentioned in).<\/p>\r\n\r\n\r\n\r\n \u201cRepackage those interviews into a new form in the way of an expert advice ebook. You\u2019re taking the exact same content and changing the medium.<\/p>\r\n\r\n\r\n\r\n \u201cSome people prefer ebooks to blog posts, as they are easier to download and read later. Plus, your new expert advice ebook may get the attention of those who missed the interviews series the first time around.\u201d<\/p>\r\n\r\n\r\n\r\n Growth Hackers\u2019 Jonathan Aufray explains, \u201cFor example, when you write a blog post, you can easily repurpose this content by creating an image summarizing the post, and post that image on Instagram and Pinterest. You can also take quotes from the blog post and post them on social media.<\/p>\r\n\r\n\r\n\r\n \u201cWith a blog post, you can repurpose it by creating a video, an infographic, a slide, a social media post, and much more. Don\u2019t just write a blog post, repurpose it!\u201d<\/p>\r\n\r\n\r\n\r\n Danny Grainger suggests, \u201cRepurposing content should send the same information, but to different audience personas. Using different mediums allows content creators and marketers to leverage personal vs. non-personal branding, which helps target a wider audience.\u201d<\/p>\r\n\r\n\r\n\r\n It\u2019s also essential you don\u2019t go about just copy-pasting when it comes to repurposing content. To this end, Isoline Communications\u2019<\/a>\u00a0Anu Ramani highlights, \u201cwhen repurposing content, don\u2019t just blindly extract or copy from a previous asset. Make the new piece relevant to the form.<\/p>\r\n\r\n\r\n\r\n Take a unique angle that suits the form or is more topical based on what\u2019s happening in the market at that moment, while keeping the kernel of the ideas intact.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cRepurpose the same content. but write it a different way,\u201d advises Kate Obert from Kate Obert, LLC<\/a>.<\/p>\r\n\r\n\r\n\r\n \u201cEach social media channel has its own purpose and how people want to consume the information on those channels are different. Instagram is more friendly, behind-the-scenes look. LinkedIn is more professional. TikTok is more silly, etc.<\/p>\r\n\r\n\r\n\r\n \u201cThose are more guidelines than rules, though. I am a firm believer in breaking the mold, so why not see how people respond to \u2018Instagram content\u2019 on LinkedIn. You might stand out more.\u201d<\/p>\r\n\r\n\r\n\r\n It\u2019s also important to not forget each medium\u2019s requirements. Cable Compare\u2019s Todd Ramlin reminds, \u201cBe familiar with what makes each medium\/channel unique, and be sure your repurposed content is tailored appropriately.\u201d<\/p>\r\n\r\n\r\n\r\n Sean Nguyen from Internet Advisor<\/a>\u00a0adds to this: \u201cWork within the medium. Don\u2019t try to make it as similar to the original content as possible. Try to make it the best video or blog post or course, etc. in its own right, just like you would with brand new content.\u201d<\/p>\r\n\r\n\r\n\r\n Big Leap\u2019s<\/a>\u00a0Adam Jackson warns, \u201cDon\u2019t just \u2018copy and paste\u2019 the message from the first piece into the repurposed piece. Repurpose the content, but also leverage the new medium’s unique advantages to add to, and enhance your message.\u201d<\/p>\r\n\r\n\r\n\r\n Lastly, \u201cPay attention to content formatting as your reuse content,\u201d recommends Nikola Roza of SEO for the Poor and Determined<\/a>.<\/p>\r\n\r\n\r\n\r\n \u201cMy one tip is to pay special attention to content formatting on other platforms,\u201d Roza elaborates. \u201cIn other words, don\u2019t just copy and paste your blog post, hit publish, and you\u2019re done. Instead, format the article as if you were writing a whole new piece.<\/p>\r\n\r\n\r\n\r\n \u201cFor example, formatting on Quora is vastly different from inside the WordPress editor. For one, there are no subheadings and your subheading can only be bold text. That makes it a bit hard to repurpose long-form content and still make it readable.<\/p>\r\n\r\n\r\n\r\n \u201cAlso, images cannot be aligned left or right. If you have too many, it\u2019ll make your Quora answer very long and hard to read on mobile. No one wants to endlessly scroll down one page.\u201d<\/p>\r\n\r\n\r\n\r\n Speaking of reusing content on different platforms and mediums, Tanner Rankin from Source Approach<\/a>\u00a0suggests, \u201cThe one content repurposing tactic that\u2019s made my life easier, while also achieving results has been repurposing article summaries as Google Web Stories.<\/p>\r\n\r\n\r\n\r\n With Google\u2019s prioritization of Web Stories to capitalize on the momentum of Instagram Stories, I\u2019ve found building bite-size summaries into the end of each blog post not only helps with blog engagement, but also creates an easy copy and paste workflow to publish Web Stories quickly & easily.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cMy favorite way to repurpose content across channels is to create engaging images for blog posts that double as social media posts,\u201d shares Rebekah Edwards of Content Creators Agency.<\/p>\r\n\r\n\r\n\r\n \u201cImages in SEO content can improve the interaction readers have with your piece (a great signal to Google that your content is worth ranking).<\/p>\r\n\r\n\r\n\r\n \u201cIf you think ahead and use images designed to engage and educate, it\u2019s not hard to reuse the same thing on social media. For instance, an infographic can be repurposed into multiple square images on Instagram to create a full carousel.\u201d<\/p>\r\n\r\n\r\n\r\n Chris Taylor from ProfitGuru<\/a>\u00a0notes the same, \u201cI think one of the most effective and useful tips to repurpose your content is to turn your blog into interactive visuals<\/a> in the form of infographics, quizzes, and videos.<\/p>\r\n\r\n\r\n\r\n \u201cBecause the human processes visuals 60,000 times faster than text, it\u2019s far simpler for people to remember visual information than the same information in a written form. That is why marketing videos and infographics are all the rage and great for increasing traffic too.\u201d<\/p>\r\n\r\n\r\n\r\n UpFlip<\/a>\u2019s Sergei Belous commends infographics for content repurposing, too. \u201cAdding an infographic to existing content can be eye-catching and make the post prime for another medium, such as social media. They\u2019re a great way to concisely explain the actionable tips within the article, adding great value.\u201d<\/p>\r\n\r\n\r\n\r\n \u201cTo maximize our reach, our marketing team will turn content pieces into videos,\u201d Neal Taparia shares their team\u2019s experience at Solitaired<\/a>.<\/p>\r\n\r\n\r\n\r\n \u201cWe take a few sentences to summarize the article and use Lumen5 to create a 30-second video to summarize the article. It takes a few minutes. We then post this across social channels and reference the original article. It’s very easy and effective.\u201d<\/p>\r\n\r\n\r\n\r\n![\"Repurposing](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/01\/pasted-image-0-17-1024x540.png\" "\\"\\"")
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<\/p>\r\n\r\n\r\n\r\nCommon methods of repurposing content<\/h2>\r\n\r\n\r\n\r\n
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<\/p>\r\n\r\n\r\n\r\nThe most effective method of reusing content<\/h2>\r\n\r\n\r\n\r\n
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<\/p>\r\n\r\n\r\n\r\nThe benefits of content repurposing<\/h2>\r\n\r\n\r\n\r\n
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<\/p>\r\n\r\n\r\n\r\nRepurposing saves you a ton of time<\/h3>\r\n\r\n\r\n\r\n
It helps you reach a wider audience<\/h3>\r\n\r\n\r\n\r\n
It can further amplify your message<\/h3>\r\n\r\n\r\n\r\n
Content repurposing: 13 tips to keep in mind<\/h2>\r\n\r\n\r\n\r\n
1. Make sure the content you repurpose is evergreen<\/h3>\r\n\r\n\r\n\r\n
2. Look at your analytics to decide what to repurpose<\/h3>\r\n\r\n\r\n\r\n
3. Start by repurposing in-depth, long-form content<\/h3>\r\n\r\n\r\n\r\n
4. Repackage interviews<\/h3>\r\n\r\n\r\n\r\n
5. Get creative with how you can repurpose content<\/h3>\r\n\r\n\r\n\r\n
6. Use different mediums to reuse content<\/h3>\r\n\r\n\r\n\r\n
7. Make the new content unique and relevant to form<\/h3>\r\n\r\n\r\n\r\n
8. Write the same content in a different way<\/h3>\r\n\r\n\r\n\r\n
9. Repurpose according to each platform\u2019s requirement<\/h3>\r\n\r\n\r\n\r\n
10. Repurpose to Google Web Stories<\/h3>\r\n\r\n\r\n\r\n
11. Make engaging images<\/h3>\r\n\r\n\r\n\r\n
12. Leverage video for making the most of your content<\/h3>\r\n\r\n\r\n\r\n