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The Ultimate Guide to Re-purposing Your Content So it Works Hard for You – Over and Over and Over Again

Repurpose

No matter how much you appreciate the importance of content marketing, creating enough content each month can be a challenge to overcome. One of the best ways to overcome this challenge is by re-purposing content. By using the same content or concepts over and over again, you can continue to get value out of great pieces you developed in the past. 

The goal of re-purposing is to present it so that it reaches a new audience or else reaches your current audience in a new way. The most effective techniques can get you a lot of mileage out of a single piece of content. Below, we’ll take a look at the most effective techniques you can use to get the most out of your content. 

Identify Repurpose-able Content 

To start with, you need to identify content that may be ideal to use again. Which pieces of content are timeless and still relevant today? Which pieces of content were well-received and frequently shared on social media? By asking these two questions, you can successfully identify content that is both relevant and likely to be appreciated by your audience. 

Not all your content will be viable for re-purposing. However, as you start to build re-purposing content into your content marketing strategy, you’ll also find yourself looking at ways to make repurpose-able content from the start. When you focus on creating articles with longevity, it becomes even easier to repurpose content. 

Create New Blogs & Articles 

One of the simplest and most effective ways to repurpose content is to create new blogs and articles out of an old piece of content. For example: 

  • If you previously posted an article with a list of 7 concepts that went into each concept briefly, you could repurpose that content into 7 in-depth blog posts delving into each concept separately.
  • If you previously posted a time-sensitive piece, you can create a new piece with updates or new information that would be of value to your audience
  • Take a number 5-7 longer, related posts and condense the concepts into a single summary post 

When you create new blogs and articles from old content, remember that the new content should stand on its own. While you know where the inspiration came from, your audience will just see and appreciate quality content. 

Create Other Types of Content 

Previous posts can also be repurposed into other types of content. The concepts you presented in a blog post or article could potentially be explored in a number of other mediums, such as: 

  • Video
  • Infographics
  • Presentations
  • Podcasts 

Again, you’ll want to approach the content from a slightly different angle in each of these mediums. You’ll approach an infographic much differently than a blog post, so the focus and take-away will differ. One advantage of moving to other platforms is that you may be able to reach a different audience than you would have with your original blog post or article. 

Repost 

Pieces that are very high-quality and still relevant today can be reposted on your website and reshared on social media. You should be wary of doing this too frequently or with very recent content, but reposting is a valuable tool to have in your toolbox. 

With a short introduction, you can engage your audience with the same high quality piece you used in the past all over again. There are several advantages to reposting. Although you may not get quite the same response you got the first time, in many cases the response will approach the initial response. In addition, reposting can give you the opportunity to reach people in different time zones and to reach new followers. 

Re-purposing content is an important part of a successful content marketing strategy. It improves the utilization of your resources and helps you to get the most out of content that was successful in the past. A content marketing strategy that prudently reuses content can continue to successfully engage the audience without requiring so much time on the development of brand new ideas. 

Do you repurpose content frequently? Are you thinking of using these tips to improve your efforts? Share in the comments!

About Jon wuebben

Jon Wuebben is the CEO of Content Launch, which offers the first content marketing software built for small and medium sized businesses (SMB’s) and digital agencies. Content Launch also provides content writing and content strategy services for hundreds of companies and digital agencies. His book, "Content is Currency: Developing Powerful Content for Web & Mobile", helps businesses learn how to plan, create, distribute and manage content. "Content is Currency" has been published in six countries worldwide.


Jon has spoken at Content Marketing World, Online Marketing Summit, South by Southwest (SXSW), Marketing Profs B2B Forum, Search Marketing Expo (SMX), Social Media Marketing World, New Media Expo, Intelligent Content Conference, Content Marketing Retreat, Lavacon, ADMA (Australia), BIA Kelsey Small Business Forum, the Media Relations Summit and for many organizations, including Hubspot, Intuit, the American Marketing Association and Shop.org as well as industry groups in the areas of content marketing, mobile marketing and entrepreneurship. He has been listed as a thought leader in the content marketing space by countless publications since 2008.


Jon has an MBA in International Marketing from Thunderbird, The American Graduate School of International Management. He is also the author of "Content Rich: Writing Your Way to Wealth on the Web". In the political world, he has worked for Senator John McCain, Vice President Dan Quayle and the Republican National Convention. A prolific songwriter, Jon is releasing his first album of pop songs, "The NightBird" in 2016.


Find out more at contentlaunch.com and contentiscurrrency.com

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