Having a good content marketing it's indispensable nowadays. However, due to lack of time, it’s not always easy to create fresh content that stands out among all the other online content. Repurposing content is a great way to make the most of the content you already have by changing its format or targeting a different audience.
Think of it like using a bottle as a vase for flowers. You can repurpose an old blog post into an infographic, or an ebook into a series of blog posts.
3 benefits you gain by repurposing your content
1. Reaching a new audience.
People prefer different ways of getting new information. Some people like to read, others prefer listening. By repurposing your content in different formats you’ll reach the people who might not be interested in reading a blog post, but, might listen to a podcast you created using the content of the same blog post.
2. It will boost your SEO.
By repurposing your content, you’ll create a way to use the same keywords again. This will increase your SEO rank. Search engines like Google prefer websites they can trust, so the more pages you have with quality information, the easier they can recognize you as a reliable source of information on the subject.
3. Save time and energy.
If you aim to write several 1000-word articles every week, it’s pretty sure that you’ll run out of ideas. By repurposing you won’t have to come up with great new stuff every week. Instead, try to get more value out of each piece of content you have.
What content should you repurpose?
Instead of going through all the content individually and find the popular stuff, go through your analytics. Look at specific metrics like social engagement, shares and time on the site. Or just make the process more simple by looking at the most viewed content.
But, don’t just base it on popularity. A post may have less traffic than your number one piece of content, but if you update it with valuable data or include new trends in the post. It could still rank really good.
Examples of content repurposing.
Originally Marvel was focused on comics, but nowadays it has grown to be a cinematic giant. With different movies centred around superheroes like Ironman, Captain America, Thor and many more.
Most films turned out to be huge blockbusters and with some great content repurposing, Marvel created the second best earning film franchise of all time.
How did they do it?
- Video: Interviews with the cast and crew, extended movie trailers, and TV ads.
- Images: Galleries of images from the film that are hosted on the website.
- Games: They create games for mobile devices related to their movies.
- Wiki: Marvel has got their own Wikipedia, Marvel Wiki that gives more insight into their movies.
2. Convince and convert
Jay Bear, founder of Convince and Convert creates 3-minute informational videos on all kinds of topics. For a greater reach of his content, his team repurposed these videos into a variety of different formats.
How did they do it?
- Created an iTunes audio podcast.
- Blogs for the Convince and Convert website.
- LinkedIn Pulse posts.
3. Red Bull
The Austrian energy drink giant, Red Bull is known for its great marketing activities. It has around 30 different multimedia channels and social networks, which shows content in a huge range of different formats.
Let’s take a look at the Stratos project in 2012, where Felix Baumgartner jumps into the record books from the edge of space. Red Bull did great with content repurposing here.
The mission itself was the content and was repurposed in different formats.
- Blog posts: They started way before the jump and gave their audience a background story.
- Images and videos: These included interviews with Felix Baumgartner, pictures of the capsule he was jumping from and equipment.
- Social media: YouTube was key, with the event streamed live on their channel.
- Create less, promote more.
- Take a look at specific metrics to see what content you should repurpose.
- Repurpose your content with a specific target audience in mind