Why do you need a content repurposing workflow? In the fast-paced world of digital marketing, keeping your content fresh and engaging is a constant challenge.
You’ve probably poured countless hours into creating blog posts, social media posts, video content, and other types of content. But what if I told you that you could breathe new life into your existing content, boost your SEO, and reach a wider audience—all without starting from scratch?
That’s where content repurposing comes into play. In this comprehensive guide, you’ll learn more about content repurposing, and how to use it to turn your old pieces of content into multiple marketing assets.
What is Content Repurposing?
Before we dive into the nuts and bolts, let’s get a clear understanding of what content repurposing is all about. In simple terms, it’s the art of taking your existing content and transforming it into something new and fresh. Think of it as recycling, but for your digital assets.
The beauty of content repurposing lies in its versatility. Instead of letting your old content gather virtual dust, you can transform them into fresh, engaging pieces of content that resonate with your audience.
You can take a blog post and turn it into a podcast episode, an infographic, a video, a series of social media posts, and so much more. It’s all about maximizing the potential of your original content in different formats and on different platforms.
But why should you bother with content repurposing? Let’s explore the benefits.
Benefits of Content Repurposing
1. Maximizing Your Efforts
One of the most significant advantages of content repurposing is that it allows you to maximize the value of the hard work you’ve already put into creating content. Imagine spending hours crafting a fantastic blog post. Now, instead of letting it languish in your archives, you can repurpose it into video content, a podcast episode, or even a social media series. By doing so, you breathe new life into your content, reaching a wider audience and making your efforts go further.
2. Saving Time and Resources
Creating content from scratch can be time-consuming and resource-draining. But with content repurposing, you’re not starting from scratch every time. You’ve already done the heavy lifting. You have the research, the core message, and the knowledge base. Repurposing allows you to repackage that content quickly, reducing the time and resources required for each new piece.
3. Reaching Different Audiences
Different people prefer consuming content in different formats. Some are avid readers, while others are more inclined to watch videos or listen to podcasts. By repurposing your content into various formats, you can cater to a broader audience. This not only increases your reach but also helps you connect with individuals who may not have engaged with your content otherwise.
4. Enhancing SEO and Website Traffic
Search engines love fresh, relevant content. When you repurpose content, you create new opportunities for optimizing your website and improving its ranking in search results. Plus, you can interlink your repurposed pieces to guide visitors through related topics on your website. This not only boosts your SEO but also keeps visitors engaged, increasing your website traffic.
5. Establishing Authority and Expertise
Revisiting and repurposing your existing content gives you a chance to dive deeper into a topic or update information with the latest trends and insights. This ongoing commitment to providing valuable content enhances your reputation as an authority and expert in your niche. It builds trust with your audience, encouraging them to return for more and recommend your content to others.
6. Achieving Sustainability
Content repurposing aligns perfectly with sustainable content marketing practices. Instead of churning out endless streams of new content, you’re making the most of what you already have. This approach reduces the strain on your resources and the environment, promoting a more sustainable content creation process.
7. Staying Consistent
Consistency is key in content marketing. With repurposing, you can maintain a regular posting schedule without feeling overwhelmed. Since you’re reworking existing material, you can plan and execute your content strategy more efficiently, ensuring a steady flow of content to engage your audience.
The Power of a Content Repurposing Workflow
As your content library grows, a well-defined workflow becomes even more crucial. It enables you to scale your repurposing efforts without feeling overwhelmed.
A content repurposing workflow also helps you to streamline the repurposing process. It outlines the steps you need to take and ensures that nothing falls through the cracks.
A content repurposing workflow also makes it easier to stay organized and consistent, maintaining a regular repurposing schedule, and keeping your audience engaged and informed.
How to repurpose your content
Step 1. Understand your target audience and their preferences
Before you dive into the content repurposing process, it’s crucial to understand your target audience and their preferences. By gaining insights into what types of content they enjoy and how they consume information, you can tailor your repurposed content to resonate with them.
Start by analyzing your existing audience data. Look at metrics such as website analytics, social media engagement, and email open rates to identify patterns and preferences. Pay attention to the types of content that perform well and resonate with your audience.
You can also conduct surveys or interviews to gather direct feedback from your audience. Ask questions about their preferred content formats, their interests, and the platforms they use most frequently. This information will guide your content repurposing decisions and help you create content that meets their needs and preferences.
Remember, the key to successful content repurposing is to provide value to your audience. By understanding their preferences, you can ensure that your repurposed content meets their expectations and keeps them engaged.
Step 2: Audit your existing content
The first step in the content repurposing process is to audit your existing content. Take a thorough inventory of all the content you have created, including blog posts, videos, podcasts, infographics, and any other formats you have used. This will give you a clear picture of what you have to work with and identify the content that has the most potential for repurposing.
As you review your content, ask yourself the following questions:
1. Which pieces of content have performed well in terms of engagement, traffic, or conversions?
2. Are there any topics or themes that have resonated particularly well with your audience?
3. Do you have any evergreen content that is still relevant and valuable?
By answering these questions, you can identify the content that is worth repurposing. Focus on the pieces that have already proven to be successful, as repurposing them will likely yield positive results.
Step 3: Identify content with repurposing potential
Once you have audited your existing content, it’s time to identify the pieces that have repurposing potential. Look for content that can be transformed into different formats without losing its value or relevance.
For example, a blog post that provides a step-by-step guide can be repurposed into a video tutorial or a downloadable PDF. An infographic that presents data and statistics can be repurposed into a series of social media posts or a podcast episode discussing the findings. The key is to identify content that can be adapted and repurposed in a way that enhances its value and reaches a wider audience.
Consider the different formats that resonate with your target audience and brainstorm how your existing content can be repurposed to fit those formats. Think creatively and explore different possibilities. Don’t be afraid to experiment and try new things – that’s the beauty of content repurposing.
Step 4: Determine the best repurposing formats
Once you have identified the content with repurposing potential, it’s time to determine the best formats for repurposing. This will depend on your target audience’s preferences, as well as the nature of the content itself.
For example, if you have a blog post that is highly visual and contains a lot of images, it may be suitable for repurposing into an infographic or a slideshow presentation. On the other hand, if you have a video that is educational and informative, it can be repurposed into a podcast episode or a series of blog posts.
Consider the strengths of each format and how they can enhance the content you are repurposing. Think about the different ways your audience consumes information and choose formats that align with their preferences.
Step 5: Adapt and optimize the content for different platforms
Once you have determined the best repurposing formats, it’s time to adapt and optimize the content for different platforms. Each platform has its own requirements and limitations, so it’s important to tailor your repurposed content to fit each one.
For example, if you are repurposing a blog post into an infographic, you will need to condense the information and present it in a visually appealing way. If you are repurposing a video into a podcast, you will need to extract the audio and adapt it into a format that is suitable for audio-only consumption.
In addition to adapting the content itself, you should also optimize it for search engines and social media platforms. Use relevant keywords, hashtags, and meta tags to increase its visibility and reach. Craft compelling headlines and descriptions that entice your audience to click and engage with your repurposed content.
Step 6: Promote your repurposed content
Once you have repurposed and optimized your content, it’s time to promote it and get it in front of your audience. Leverage your existing marketing channels, such as your website, blog, social media accounts, and email list, to spread the word about your repurposed content.
Create teaser posts and snippets that highlight the key points or unique aspects of your repurposed content. Share these teasers on social media platforms to generate curiosity and drive traffic to your repurposed content.
Consider partnering with influencers or industry experts who can help amplify your message and reach a wider audience. Collaborate on guest blog posts, podcasts, or videos that feature your repurposed content. This not only increases your reach but also lends credibility to your repurposed content, as it is endorsed by trusted voices in your industry.
Content Repurposing Mistakes to Avoid
Repurposing content is like giving your old content new life, expanding your reach, and saving time – a win-win situation, right?
But hold on a second! Before you dive headfirst into the world of content repurposing, there are some common mistakes you’ll want to avoid. While it may seem like a straightforward process, there are nuances and pitfalls that can trip you up along the way. Let’s explore these mistakes and learn how to sidestep them to make the most of your content repurposing efforts.
1. Neglecting Your Audience’s Needs
One of the biggest mistakes you can make is not considering what your audience wants. Remember, content is not just about you; it’s about providing value to your readers. Before you start repurposing, take the time to understand your audience’s preferences, pain points, and interests. What worked for one piece of content might not work for another.
2. Blindly Copy-Pasting
Sure, it’s tempting to take a blog post and turn it into a series of social media posts or a podcast episode. But don’t fall into the copy-paste trap. Each platform has its own quirks and rules. What works on Facebook might not work on Instagram, and what works on Instagram might not work on LinkedIn. Tailor your repurposed content to each platform, considering factors like character limits, visuals, and user behavior.
3. Ignoring SEO Best Practices
Search engine optimization (SEO) is your best friend in the digital world. Repurposing content without optimizing it for search engines is like baking a cake without any frosting – it’s just not as appealing. Make sure to conduct keyword research, update meta descriptions, and ensure your repurposed content is SEO-friendly. This will help you reach a wider audience and improve your online visibility.
4. Failing to Add Value
The purpose of repurposing content is not just to recycle it but to add value. Don’t simply regurgitate old information. Instead, look for ways to update, expand, or provide a fresh perspective on your content. Maybe you’ve learned something new since you first created it, or you can incorporate recent industry trends. Adding value keeps your audience engaged and interested.
5. Disregarding Analytics
If you’re not tracking the performance of your repurposed content, you’re essentially flying blind. Analytics provide valuable insights into what’s working and what’s not. Pay attention to metrics like engagement rates, click-through rates, and conversion rates. Use this data to fine-tune your repurposing strategy and focus on what resonates with your audience.
6. Overlooking Visual Content
In the age of visual storytelling, neglecting visual content can be a major mistake. Whether it’s turning a blog post into an eye-catching infographic or creating a video from a webinar, visual content can often be more shareable and engaging than plain text. Don’t miss out on this opportunity to captivate your audience.
6. Neglecting Consistency
Consistency is key in content marketing. Repurposing content sporadically or haphazardly can confuse your audience and dilute your brand’s message. Create a content repurposing schedule and stick to it. Whether it’s weekly, monthly, or quarterly, having a consistent plan will keep your audience engaged and coming back for more.
7. Forgetting to Update and Refresh:
While repurposing content can breathe new life into old pieces, it’s crucial to update and refresh the information as needed. Outdated content can damage your reputation and frustrate your audience. Whenever you repurpose, make sure the information is current and relevant. This demonstrates your commitment to providing accurate and up-to-date content.
Top Tools to Streamline Your Content Repurposing Workflow
you probably understand the incredible value of content repurposing and why it’s a game-changer for your marketing efforts. Now, the real question is, how can you make this process more efficient and effective? That’s where the magic of the right tools comes into play.
Content repurposing doesn’t have to be a time-consuming and tedious task. With the right tools in your arsenal, you can transform your old content into fresh, engaging material faster than ever before. So, let’s dive into the top tools that will supercharge your content repurposing workflow.
1. Canva – Unleash Your Visual Creativity
First things first, let’s talk about visuals. We all know that eye-catching graphics are a vital component of any content strategy. Canva is a fantastic tool for creating stunning graphics, infographics, and even social media posts. Its drag-and-drop interface and extensive library of templates make it a breeze to repurpose your content into visually appealing formats. Whether it’s turning a blog post into an infographic or creating custom images for your social media, Canva has you covered.
2. BuzzSumo – Find Trending Topics with Ease
One of the keys to successful content repurposing is knowing what topics are currently trending in your niche. BuzzSumo helps you identify popular content in your industry, making it easier to find inspiration for your own repurposed pieces. You can also use it to track the performance of your content and see which pieces are ripe for repurposing.
3. Hootsuite – Schedule Your Repurposed Content
You’ve created your repurposed content, and now it’s time to share it with the world. Hootsuite is an excellent tool for scheduling your posts across multiple social media platforms. It allows you to plan and automate your content distribution, ensuring that your repurposed content reaches your audience at the right time.
4. Grammarly – Polish Your Repurposed Content
Quality matters. Whether you’re repurposing blog posts, videos, or podcasts, Grammarly is your trusty sidekick for checking grammar, spelling, and style. It ensures your repurposed content is not only valuable but also error-free and polished, leaving a positive impression on your audience.
5. Audiense – Understand Your Audience Better
Repurposing content isn’t just about recycling; it’s also about refining. Audiense helps you analyze your social media audience and their preferences. By understanding your audience better, you can tailor your repurposed content to their interests, increasing engagement and conversion rates.
6. Google Analytics – Measure Your Repurposing Success
To truly streamline your content repurposing workflow, you need data. Google Analytics is an indispensable tool for tracking the performance of your repurposed content. It provides valuable insights into how your audience interacts with your content, helping you make data-driven decisions for future repurposing efforts.
7. Airtable – Organize Your Repurposing Projects
Managing multiple repurposing projects can get overwhelming without proper organization. Airtable is a fantastic project management tool that helps you keep track of your content repurposing initiatives. Create workspaces, add tasks, set deadlines, and collaborate seamlessly with your team to ensure a smooth workflow.
In Conclusion, content repurposing is a powerful strategy for breathing new life into your old content, increasing your reach, and driving meaningful results. By following the steps outlined in this guide, leveraging the right tools, learning from real-life examples, and tracking your success, you can turn your old content into gold. Start repurposing today and watch your content strategy shine brighter than ever!