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Marketing Spring Clean: Why You Should Repurpose Your Content

Cheryl Evans

  • 01 Mar

Content Marketing, Inbound

Productivity in Business - Why to Repurpose Your Content

There's no denying that creating brilliant content takes time, money, and resources. So, how do you implement a content strategy that keeps your marketing fresh and regular?

That's where repurposing comes in. In a nutshell, repurposing content involves turning one piece of content into another.

In 2015, Buffer experimented to see what would happen if they stopped posting new content and only posted repurposed or refreshed content. Their results were incredible: organic traffic grew by over 4%, their SlideShare views increased to 199,000 views, and one post on Medium raked in an amazing 2,888 views, earning a place in the Top 20 posts for the day on the platform.

Buffer achieved all of this success in just a single month. And, you could too! Here's why you should start repurposing your content…

  1. It Saves You Time
  2. It Saves You Money
  3. It Helps You Reach New Audiences
  4. It Keeps Content Fresh and Evergreen
  5. It Allows Your to Maximise Successful Content
  6. It Breathes New Life into Unsuccessful Content
  7. It Increases Organic Traffic

1. It Saves You Time

Coming up with a new content strategy and campaign ideas takes time. You need to plan the content with your audience in mind and generate exciting titles that correlate to relevant keywords. Then comes all of the creation stages, from writing and editing right up to design and publishing.

Whether you’re creating a simple blog post or a 50-page eBook, the full creation cycle can span hours (if not days!). Repurposing content allows you to take an existing piece of content and revise it for a new medium, which significantly cuts down on the ideation and creation stages – ultimately saving you time.

Need inspiration for what type of content to create? View our list of content types for help coming up with ideas to suit your content repurposing strategy.

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2. It Saves You Money

As well as investing time into your content marketing, creating content costs your company money. It’s no secret that content does have an excellent ROI, but why not get that content to pay you twice?

When you repurpose a piece of content, you’re lowering the cost of the initial creation and increasing your production volume, all of which saves you money. A lot of your existing assets can be applied to new works, creating a win-win situation for your budget and content strategy.

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3. It Help You Reach New Audiences

Let’s face it: no one sits on your content page checking for real-time updates, which means that all that content you poured blood, sweat, and tears into (read: time and money) might be getting missed.

When you create content, sometimes it will perform amazingly, sometimes you may find that it yields average results, and sometimes you may see your content gains traction over time. The truth is that content will only perform well if it’s visible. Sometimes people might not get to see your content the first time round or they might skip over it because the format of the content just doesn’t appeal to them.

Each time you repurpose content for a new format or create updates, you get the chance to reach new audiences. You can place that shiny ‘new’ repurposed piece of content in front of a new set of eyes, even inviting potential new customers.

Everyone has different learning styles and preferences – some people may be visual learners and prefer image-based content, others may prefer audio content in the form of videos or podcasts, and yet others may digest information best by reading guides or in-depth articles.

Repurposing allows your content to appeal to all of those different types of people. You can then share and promote the new content on social media throughout the year, widening its reach.

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4. It Keeps Content Fresh and Evergreen

In the world of day-to-day business, it can be hard to find the time (or the inspiration) to come up with new ideas for your content marketing efforts. However, your content can still be kept fresh even if you’re not creating something ‘brand new’.

Repurposing your content allows you to kill two birds with one stone: you can recycle existing ideas and make refreshed content more visible, relevant, timely, and shareable.  

The marketing Rule of Seven posits that, before closing a deal, customers or clients need to hear your message about seven times. So, rather than letting that amazing blog post you’ve spent time perfecting disappear into the archives to be lost forever, when you cover a topic more than once in different ways you get to redeliver the same message to your audience – but maybe this time that particular person will pay attention.

If some of your old content is time specific, you can create a newer, updated piece of content that is more general and timeless – this is called evergreen content.

Refreshing old ideas keeps your content new, helpful, and relevant.

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5. It Allows You to Maximise Successful Content

Why create lots of new content when you can maximise on old successes? It’s worth regularly analysing your data to highlight your most successful pieces of content; you can then breathe new life into these pieces by repurposing them.

With previously successful content, you know that it is performing well in rankings and driving valuable organic traffic to your website, and you know that your target audiences finds the content useful. Consider expanding on this topic in future pieces of content, or simply continue to amplify your successful pieces to further have an impact. You can increase your organic traffic, reach new people, and gain new leads by refreshing and maximising these successful pieces of content.

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6. It Breathes New Life into Unsuccessful Content

On the flip side, those pieces of content that have been less successful in driving results can get a facelift. When you repurpose content, all that time that went into researching and writing doesn't go to waste. Sometimes the reason that content didn’t perform as well is because it didn’t gain enough visibility or resonate properly with your audience, rather than it being simply bad content.

You could consider repurposing one idea into several pieces. A single blog post could become a slideshow, a video, an informational guide, an eBook, and a podcast. Test which channel works best and make sure you properly promote your content to achieve the right results.

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7. It Increases Organic Traffic

Did you know: most site traffic comes through organic rather than paid search? A BrightEdge study reveals that organic traffic yields a 51% share of traffic sources. As such, repurposing and optimising content in different formats allows for an increase in organic traffic and the chance to rank in search under multiple keywords. If you have twenty blogs on the same topic, you have more search real estate, each optimised for a target query.

Writing widely on each topic has added SEO benefits. Keep in mind, though, that you can write about the same topic, but not in the same way. You’ll need to craft new ideas around that single topic without repeating yourself, otherwise you’ll be penalised for duplicate content. Google, for one, prefers websites that they deem trustworthy experts. If you have multiple pages of quality information in differing formats, then you’ll be seen as more credible in  the eyes of the search engine bots. With credibility comes the chance to appear higher in search queries and more often, giving you a higher probability that users will click through to your website.

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So, it’s safe to say that content repurposing is an efficient option and provides many benefits. Make the most of the content you’ve taken the time and effort to create by repurposing it across the board, exploring a topic in-depth and in different formats. Repurposed content helps generate additional returns, making it a worthwhile strategy to explore.

So, get redesigning and repurposing now!

What Else Can I Do With My Content?

Content marketing is only one aspect of an effective marketing strategy. Your content can drive traffic to your website to entice new leads or delight existing customers, depending on what you write. Find out all about how content marketing forms part of an inbound marketing strategy by getting in touch or requesting a free Marketing Assessment.  

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