Content repurposing is simple at its core, and it’s one of the best ways to make the most of your marketing materials, whatever form they’re in. It’s when brands take one piece of content – like a blog post or a video – and turn it into one or several different formats, with the goal of reaching people in more places.
Why not make the most out of what you’ve already created instead of always starting from scratch? There may be more opportunities to do so than you realized.
What Content Can Be Repurposed?
Think about it like this: maybe you’ve written an excellent, well-researched blog post. Instead of letting all that great information remain in one place on your site, pull a few tips with helpful answers, whether it’s expert takes or simply an informed, authentic conversation, and post them on a Reddit community or forum like Quora.
Other options you could use to your advantage:
- Turn key points into a short video or Reel for social media
- Make an infographic using stats or quotes and share it on Pinterest or Twitter
- Turn it into a podcast discussion
- Use snippets in your email newsletter, linking back to the original post
- Create a visual version for image search, or even slide decks for SlideShare or LinkedIn
It is a little extra work, but it one that can pay off in dividends. Your brand can show up in different ways people search or discover things, whether they’re Googling, scrolling TikTok, browsing images, or just asking questions on forums.
Read about zero-click-searches for a better understanding of how online searches are changing.
Getting Started: What Should Your Business Repurpose?
To make content repurposing less overwhelming, avoid becoming a content factory overnight. Just start with one big piece of content – like a keynote or podcast – and chop it up into smaller pieces for multiple platforms. The Connections Marketing content team can work with you to turn your 20-minute video into quotes, blogs, tweets, carousels, blog posts, and other messaging formats.
We’ll help you start with one good piece of content, repurpose it into two or three new forms that make the most sense, and figure out what clicks. Knowing how answers are found in today’s online climate is important if you want your new content to be found.
Phase 1. Start with What’s Already Working
The first step is to take a look at the business’ content analytics to see what blog posts, videos or social posts are already performing well. Those are your best bets for repurposing because they’ve proven people are interested. No need to guess what might work. Figuring this out will help determine the next step.
- Top blog post getting search traffic? Make a quick video summarizing it.
- Video with a lot of views? Pull quotes or key moments for short-form clips or quote graphics.
- High-engagement tweet? Expand it into a blog post or discussion thread.
Phase 2. Begin with One Piece, Then Go Wide
You can buy more time and potential by selecting a theme that is a bit more “evergreen” – valuable but not super time-sensitive. Then, ask how this topic can translate to other formats.
Once you repurpose something once or twice, you’ll start to find patterns. Like, starting with a blog, then making a video, and then a carousel. Document the process with checklists or templates so it’s easier next time.
Say you have a blog post titled “10 Tips for Better Product Photos.” You could:
- Pull quotes for LinkedIn or Pinterest graphics
- Answer related questions on Reddit or Quora using tips from the post
- Turn tips into their own short video or carousel
- Use the whole post as a script for a YouTube video
You don’t have to do all of this at once. Just pick a few formats where your audience already hangs out and use readily available resources.
Phase 3. Think, Test & Learn Before Scaling
Think about where your audience is and what their search behavior is like. Many consumers will head to Google to search for services near them. In that case, try using traditional blog content, tutorials and how-tos – things that are more likely to pop up in their search.
Something like a walk-through of a new office space is more natural for YouTube. This format also applies to topics that involve storytelling coupled with visual content. Meanwhile, if your ideal audience or new “fans” will be doing image searches on Pinterest, then you know to create aesthetic checklists, infographics or catchy visuals.
All the while, keep a few rules in mind:
- As you weigh the options, take each piece of content and ask: Why is this more helpful in this specific format?
- Try a few formats first and see what resonates. If a short-form video version of your blog post gets traction, maybe that’s where your focus should be for now.
- Start small. Before each more, there should be a supportive team ready to go.
Again, this is where a digital content expert will come in handy. Our marketing specialists can test out different areas of content and let you know what is working better (or not) so your dollars and efforts are spent wisely.
Call Connections Marketing for Help Repurposing Your Content
Repurposing content is just a smart way to achieve more mileage out of your efforts. Connections Marketing can help you show up in all the places your audience might be looking, even if they’re not searching the same ways they did in the past. No matter your industry, we can help you take this approach to build brand engagement and convert traffic into customers.
Call 312-924-0252 or contact us online to discuss repurposing your content today!