3 Strategies for Repurposing Content
If you have taken the time and effort to create amazing content for your blog… don’t fall victim to the “set it and forget it” mindset. Maximize the effectiveness of your top performing content by repurposing it in multiple ways.
The benefits of repurposing your best content include greater reach, driving more traffic to your website and allowing you to spread your content across multiple platforms in a variety of ways. In this article, we outline 3 smart content repurposing strategies that will give your high quality content an extended life and your organic traffic a boost.
Repurpose, Recycle, Reuse!!!
It’s not just for the environment! Take your best content and expand your reach by thinking of all the different ways to get your message in front of the widest audience possible, while driving traffic back to your website. Sound good? Absolutely!
1. Deconstruct It
The first strategy to think about when repurposing content is deconstructing it. Take “bite-sized” pieces of information from your high performing content and break it down for sharing across different platforms. The key is to provide value in the content you parse out. You may need to adjust the content, add to it or enhance it with visual or video to ensure that it is providing enough value to your target audience. This can be done in a many of ways. Some examples of deconstructing content include:
-
Tweet quotes and high-level concepts (data points and facts work really good for this) from your long-form content (blog, ebook, guides, etc.)
-
Add a quote or fact from your content into a visual image and share on Instagram or Twitter
-
Share an interesting image or graphic visual from your content on Pinterest
-
Create a SnapChat Story using highlights from the article
-
Create a simple high-level checklist as a downloadable
2. Build It Out
Take your best performing content and expand it into something bigger. This works well for content that resonates with your target audience where they are at in the buyers journey. If your content has proven successful in one format, test out options to build it out to create a new offering
We often create topic clusters of content based on our level of experience or the niche we are in. Take advantage of this by pooling multiple pieces of related content together to form a solid pillar page. A pillar page is a comprehensive, in-depth website page that focuses on a specific topic.
Some other examples of how to build out content as a repurposing strategy include:
-
Turn a top performing blog post into a professionally designed white paper
-
Turn facts and lists from a blog into a visually appealing Infographic
-
Upgrade your content where applicable and offer it as a free lead magnet (be sure to add bonus material to entice downloads)
-
Develop your content as a paid offering in the form of a course, webinar, eBook, etc.
3. Reformat It
One of the most creative ways of repurposing content is to take your original content and reformat it for other purposes and/or platforms. This works especially well when transforming written content into a video or visual format (and vice-versa).
You can utilize your top performing content as the baseline for new forms of value-based content to reach new audiences, improve your SEO and garner more traffic to your website. Some examples of reformatting content include:
-
Transform your blog content into a podcast or series of podcasts
-
Create a series of live streaming sessions using Facebook Live or LinkedIn
-
Find related thought leaders or micro-influencers to interview about your blog topic and share snippets on Instagram Stories
-
Create a video for use on YouTube, Facebook and your own website
-
Develop a unique SnapChat or Instagram story using videos based on your blog content
“Repurposing Content Tip: Reformat Your Blog Content Into Audio and Visual Assets | @suvonni”
Summary
The possibilities are really endless when you think of all the different ways of repurposing content to maximize it’s value. We share this strategy, along with 9 other key content marketing strategies in our comprehensive guide: How To Master Content Marketing. Be sure to grab your FREE copy today!
If you liked this article, we encourage you to sign up for our bi-weekly Newsletter for all our updates! Thanks for reading our blog!
Darcy Schuller is the Chief Digital Marketing and Brand Strategist at Suvonni, an innovative boutique digital marketing agency based out of St Petersburg, FL. As a leader in the digital marketing space, Darcy is passionate about helping clients build stronger brands through elevated customer engagement, social media marketing, content marketing and dynamic web experiences. Darcy is a respected marketing thought leader, speaker and consultant.
