Do you know why repurposing your content is such an effective marketing strategy?
For one thing, repurposing lets you make the most of the content you already have, even if it’s months or years old. As long as the content and insights are still relevant, you can share and reshare that content and breathe new life into it in interesting ways. But that’s not all.
Repurposing content not only expands its lifespan, it also helps you reach more people. Each time you turn existing content into a new format, you have the chance to appeal to a wider audience. Not everyone likes reading blog posts. Some people prefer audio or video content when learning new things. Likewise, someone who casually browses your YouTube channel might be more engaged if you offer that same content in an online course.
The possibilities are endless.
Wondering how to get started? Check out these seven creative and easy ways to repurpose your content.
Content repurposing strategies to try
Increase the lifespan and reach of your content with one (or all) of these strategies.
1. Turn it into a video
Video is one of the most popular content forms that audiences consume. In fact, it’s increasingly becoming one of the most important and effective ways to spread the word about your business and offers.
Whether you create a sales video, a storytelling ad, an explainer video, or short social media post, video is an easy way to create compelling content.
According to the latest video marketing statistics, including video on your landing page can boost your conversion rate by up to 80%, and 64% of consumers make purchases after watching branded videos on social platforms.
This doesn’t include other benefits of video, such as helping consumers understand the product or service. In fact, 72% of consumers say they would rather learn about a product or service through video.
Because of this, you should be turning your content into video. Whether that’s repurposing a blog post into an explainer video or turning podcast episodes into videos that show your hosts and guests speaking live, using video goes a long way for your marketing efforts.
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2. Combine your blog posts into an e-book
Do you have a ton of blog posts about a particular topic that, when put together, can make for an amazing in-depth e-book? This strategy also works great if you have a massive pillar blog post that audiences can then download as an e-book.
One reason this strategy works so well is that not every person who comes across your blog posts will read every single post you’ve written about a certain topic. By compiling them all in one place, you then have an e-book that’s ready to be shared and downloaded.
For example, if you have a series of blog posts about influencer marketing, compile all of these insights into an influencer marketing guide, available for download on your website as a free e-book.
If users land on any blog post that touches on influencer marketing strategies, they’ll see a call-to-action inviting them to get a copy of the complete guide. Promote this e-book on any of your social media or marketing channels to further increase its reach.
This even makes for a fantastic lead magnet idea that can nurture your audience and turn them into warm leads who recognize your expertise in your niche. Alongside, you will need an efficient CMS like WordPress to plan and manage your content. Make a quick WordPress hosting comparison to find out the one that works best for you and implement it successfully.
3. Create a slide deck
If you’ve done any type of longer content, such as a blog post or a podcast episode, why not make a really good presentation or slide deck? Decks are generally faster to consume, and they have the added benefit of being skimmable and creative, given their use of interactive elements like images or GIFs. (Decks can even be turned into automated slideshows and videos!)
Here’s an example of this strategy in action.
Say you have a blog post that shows readers 15 different trends about digital marketing. Your post might be full of sources for these trends, examples of the trends in action, and what these trends might mean for someone’s business.
In order to repurpose this content into a slide deck, take the juiciest pieces of information and plot them out on slides. You might choose to make dedicated slides showing compelling quotes and statistics, or you might create animated charts and graphs to make your points come across more effectively.
Once you’re done with your slide deck, upload it to a site like Google Slides or Slideshare. These apps have built-in options for embedding your presentations, which you can use to put slides on blog post pages, landing pages, and more.
4. Convert it into an infographic
Do you have the information you explained via paragraph upon paragraph of text? Maybe that can be repurposed into a digestible infographic.
With infographics, you can present a lot of information in a way that’s easier to understand. Visual cues, design best practices, and simpler copy all work together to make sure you’re giving a lot of bite-sized information all in one place.
Infographics also have a lot of sharing power. Often, when an infographic has compelling information inside, customers and audiences are more likely to share it on their social media channels. This means even better reach and an increase in leads and possibly even sales.
You might settle for shorter, smaller infographics, or you can try your hand at those massive, all-in-one infographics that aggregate more information.
Let’s try putting this strategy into action.
We have here a blog post on the best VPN for Netflix. The article talks about different VPNs that users can download and operate. But before that, it explains how a VPN actually works and benefits its users, particularly in accessing content that might not be available in their particular Netflix region.
This is a graphic from the blog post. A creative way to make this image shareable online is turning it into an infographic. Here are a few things you might be able to add to this existing image that turns it into a high-converting, eye-catching infographic that could get a lot more shares:
- Add a catchy title
- Include a one-liner that illustrates an existing problem. For example, “Did you know that the Netflix shows [examples here] are not available in [specific region]?”
- To better illustrate the point, add a short description explaining what a VPN does
- Optionally, include more statistics or steps that show people how easy it is to install and use a VPN. Or, include some of the other benefits of VPNs.
The key is to get creative. Scan through your older blog posts to see if you have existing images and charts that you can repurpose into infographics. You might be surprised at how much infographic-worthy content you find.
5. Publish micro-content on social media
Social media continues to grow, but it’s getting harder and harder to stand out. If you truly want to make the most of social media networks, you’re going to have to create interesting micro-content that attracts new audiences, while also nurturing or keeping existing audiences engaged.
Micro-content is shorter, easier to digest, and most importantly, shareable. You can repurpose blog posts into carousels on Instagram, or take notable quotes from your podcasts and turn them into quote graphic cards.
Memes make for interesting topical content based on the trendiest topics, but you can also go the extra mile with your micro-content by adding video filters and engaging effects that really help your GIFs and videos make a splash.
6. Launch a podcast
Some studies have shown that by the year 2024, there will be 100 million podcast listeners in the U.S. alone. Considering most podcast listeners (75%) tune in to learn new things, this could be the perfect platform to repurpose your educational and informative content to reel in new leads and customers via extremely helpful content.
Audio is engaging and easy to consume on the go, which explains why podcasts are so popular. And they can make complicated topics easier to understand, especially because hosts and guests have to speak about these topics in a casual conversation.
You can host your own show that talks about trends and topics in your industry, plus invite guests and experts to shed light on anything your users might not be familiar with.
This could even be a great way to get your brand in front of those experts’ audiences too, especially if they spread the word about being on your show. And as a bonus: podcast episodes themselves can be repurposed into a ton of different content for social media.
7. Turn a series into an online course
Finally, one of the best ways to repurpose existing series content is to turn it into an online course. (Think video series on YouTube or a blog post series tackling a particular topic step-by-step.)
This online course might be a free lead magnet you use to generate more leads and eventually sales, or it could be a full-blown course that creates another income stream for your business.
Either way, an online course is highly engaging, incredibly valuable, and great for building your authority and business.
Do deep dives about topics, create actionable workbooks or plans to help customers implement what you teach, and even provide step-by-step information and guides that walk your course takers through anything they need to know.
A course is a great way to repurpose all the free information you put out into something interactive. Plus, because it’s packaged as a course with bite-sized lessons and content, audiences will always see it as high value. So even if it’s free, it’s a high-value way to nurture leads and turn them into easier sales.
Key takeaways
Repurposing content is one of the best ways to extend the lifespan of the blogs, podcasts, or videos you already have. Explore what you might have sitting around in your archives, then see how you might make these content pieces new again.
When in doubt, consult this post for more creative inspiration and soon you’ll have years and years’ worth of content to delight current and future audiences to come.
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- About the author
Kevin Payne, Content Marketing Consultant
Kevin Payne is a content marketing consultant who helps software companies build marketing funnels and implement content marketing campaigns to increase their inbound leads. Learn more about him at kevintpayne.com.