Content repurposing is as necessary to an online marketer as jelly is to peanut butter.
Wait – what did you say?
You said you don't know about content repurposing and wondering what it's about?
No worries – I'll get you hooked up here.
Let's start at the beginning…….
Content repurposing is when you take a piece of content and change it so it serves a different purpose. However, there was some confusion on what a “repurposed” piece of content versus a “revamped” one. So I put together some ideas below.
What's The Difference Between Revamping and Repurposing Content?
Revamping and repurposing content are not the same thing.
When you revamp a piece of content, you're continuing to use it for the same purpose it was originally intended, but updating it so it remains relevant and attractive to that audience. This can be taking an older ebook and updating it to reflect changes over the time period that's passed, changing outdated design to make the offer more in line with a new aesthetic, or adding a component to the offer that wasn't there in the original, such as helpful takeaways at the bottom of each ebook page.
When you repurpose a piece of content, however, you're doing one of two things (or both): changing the format of the content, and/or changing the target audience for the content. Examples of changing the format include turning a series of blog posts into an ebook, or taking key content from a webinar and placing it in an easy-to-consume infographic. Examples of changing the content for the audience might include starting with an ebook originally intended for and restructuring/rewording it to apply to a new niche.
For the purpose of this post we will talk about content repurposing.
1. Refresh Your Old Material
Your own blog archive contains a wealth of information. And best of all, you already know which posts or topics were most successful.
So refresh them by updating with new information or adding new material. This gives you an excuse to reuse your old content, while also providing the same quality content that performed so well in the past.
But be careful…
You have to make sure that the original posts you’re refreshing — and writing — are evergreen. They need to exist on their own for years to come.
That means staying away from “news” or “update” type content, and focusing on tutorials or tips that will be relevant for a long time.
2. Content Marketing Expanded
Make your content repurposing count exponentially by focusing on creating valuable, relevant and consistent content and build on one major, in-depth piece on your own blog, and write follow ups, additions, summarizations, or related news on other sites and link back to your own main piece for further reading.
This tactic is beneficial in several ways.
- It helps you extend the life of each article by continuing to bring it up – no matter how old it is.
- It helps you create additional content quickly, because you already know all the important things to say.
- It gets you targeted referral traffic that will convert better and more often.
- And it improves your SEO with relevant, high quality links back to your site.
As you can see, there’s really no downside.
The final benefit is that these new, additional posts don’t need to be as in-depth as your original article. So you can easily hire a VA or have them write quick posts and bring in new facts to give the content a new spin.
3. Elaborate On Your Numbered List Posts
Numbered list posts are always a hit.
People love bite-sized information or tactical tips. They're always looking for a fast and succinct way to get from point A to point B. We can’t help but click when we see “10 Ways to…” or “97 Tips for…”.
You can refresh these posts by chunking down into each individual topic, and turning them into their own, full post.
So the next time you write “5 Ways to [blank]”, you can summarize each point briefly, and then dig deeper on each individual post into a longer explanation with more background, information, and helpful examples.
And again, you could always do the opposite.
Take 3, 5, or 7 posts on the same subject, and turn them into one summary post. This provides people with a quick reference post with concise summarizes on each major topic.
And it gives you the ability to create this content quickly by borrowing from the original content.
Do you see where I am going with all of this?
I can add to this post because there are more than 3 Genius Ways to Simplify Your Content Repurposing Routine so I can set myself up to come back to this topic and give you more valuable content later on!
And speaking of value – since you are reading about content repurposing – you probably could benefit from a training that I am giving you absolutely F.REE – just for checking in.
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