Content Creation & Messaging
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Creating great content takes time, effort, and resources. But with content repurposing, you don’t have to let that content sit idle after its first release. Instead, you can give it a fresh twist for even greater impact.
Our comprehensive guide will walk you through the ins and outs of repurposing and reusing your best evergreen content. Learn how to maximise its reach, connect with new audiences, and enhance your results. Dive in and discover the power of content repurposing!
The first step is to take a deep dive into your content analytics and identify the real superstars. Look at key metrics like:
See which blog posts, videos, podcast episodes, ebooks, and other content pieces are getting the most love from your audience across those metrics. Those are your gold.
If you don’t have Google Analytics or other analytics set up, now is the time! You need the data to accurately spot the winners worth repurposing.
Once you pinpoint that ace content, do a deep dive on the analytics to identify:
Arm yourself with detailed analytics before moving onto step two.
Got a stellar blog post that took off via organic search? Consider turning it into a captivating video or podcast episode.
Have a highly trafficked guide that resonates with social followers? Repurpose it as a visually engaging infographic or slideshare optimized for those channels.
Look at both the content pieces that resonate most with your audience and how they’re finding it. Then consider repurposing them into new formats aligned to those audience behaviors and channels.
This lets you present the same amazing information in fresh, compelling ways optimized for different mediums and segments.
Here are some examples of repurposing formats to consider:
Get creative and choose formats that align with your goals, audience preferences, and channel strategy. Think beyond just taking a blog and making a video. Consider multi-format repurposing for maximum mileage.
Before jumping into the repurposing, take time to refresh and update the content. Add any new statistics, examples, insights or data points that make it timely. Punch up key points. Tweak the design and visuals.
If you’re repurposing a popular piece from last year, ensure it has a modern feel:
The refreshed version should feel new and improved while retaining the core value that made the original pop. This is your chance to make an already stellar piece of content shine even brighter!
You’ve created an amazing new version of proven evergreen content. Now it’s time to get it in front of the right audiences through targeted promotion.
Spread the word far and wide through both existing and new networks. The goal is to saturate all the channels your audiences frequent most.
Here’s where the repurposing payoff comes in. By presenting the content in new ways, you can reach entirely new segments of your audience.
Someone who scrolled past your blog post might eagerly click on the infographic version that catches their eye. Listeners who loved your podcast might appreciate seeing the highlights in a vibrant video series.
Think about how you can tailor repurposed content to reach:
Get strategic with repurposing to ensure you’re covering all your audience subsets for the widest reach.
Repurposing isn’t just about saving time or reaching new people. It’s about maximizing the value of the content assets you’ve already created.
That gem of a blog post you labored over? It can have a second life as a video that goes viral. Your research on a complex topic can be transformed into an engaging infographic perfect for sharing on social.
Repurposing allows you to:
It’s one of the smartest ways to get more bang for your content creation buck.
Your audience is diverse. What appeals to one person might completely miss the mark for another.
Some folks love diving into data-rich reports while others want Executive Summary style decks. Some are YouTube fanatics while others prefer podcasts.
By repurposing your content in different formats and styles, you can cater to all those diverse tastes and preferences. Serve that amazing information in the formats each person prefers to consume. It’s a win for them and a win for your content’s performance.
Don’t relegate repurposing to a one-time project. Keep it top of mind as you create and distribute content. Get in the habit of always being on the lookout for repurposing opportunities.
Train your team to think about repurposing opportunities as they produce and promote content. Foster an environment where repurposing is baked into your strategy.
While repurposing should become a content habit, don’t abandon creating new content. Use a balanced approach that includes:
This combination ensures you balance resource use, maximize the value of existing assets, and continually expand your content library.
Next time you’re pondering what new content to create, take a look back at what’s already working. Your last year’s overlooked blog post could be your next viral video. And for more insights on content strategy, check out this great article by Copyblogger: “What Is a Content Marketing Strategy?“
Don’t just create content and let it disappear into the archives. Repurpose, reuse, refresh, and recycle your best performing content for maximum mileage. It’s an easy way to continually engage audiences, inspire loyalty, and drive conversions.
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