All your favourite content creators probably have a sticky quote about “consistency” and how it is the cornerstone of a successful content marketing strategy. Mine is from Dwayne “The Rock” Johnson.
Success isn’t always about greatness. It’s about consistency. Consistent hard work leads to success. Greatness will come.
(He’s not a content creator, but he gets the value of consistent hard work!)
And just like in the fast-paced world of WWE, if you want to remain consistent in the fast-paced world of digital media, repurposing content is a tactic you must have in your marketing toolkit.
But why repurpose content?
According to Siege Media, “the average cost of a content marketing campaign can vary, anywhere between $6,000 a month to as high as $60,000+ a month for an enterprise business.” That’s a lot of money to spend. So why not milk the content for what it’s worth?
There is no denying that creating and posting quality content regularly helps strengthen brand recognition levels among your audience. But often, you may find yourself running out of ideas. That is when you should turn to your existing content, reuse it, and extract more value from it. It will not only save you money – but also save you precious time and resources.
Here are 21 ways to master content repurposing, reach a wider audience, and grow your brand.
21+ Lesser-Known Ways to Repurpose Content
#1 Publish eBooks
eBooks are easily the top three gated content types for B2B marketers, as they account for over 55% of all sign-ups. If you have posted several blogs on a topic or have a massive catalogue of long-form blogs, you can repurpose your content into an eBook. Then, you can distribute those eBooks as gated downloadable content.
The Art and Business of Online Writing by Nicolas Cole is an excellent example of how you can repurpose content for your eBooks. The eBook is based on articles the writer had written in the past, covering online writing.
#2 Create Presentations
Your existing content can provide valuable resources for presentations to post on platforms like SlideShare. Use excerpts, stats, quotes, and pictures from existing content and create presentations to generate additional engagement.
Here’s how SEMrush reused a slide presented at their webinar “Top E-commerce Marketing Channels in 2021”.
#3 Design Infographics
At a time when a person’s attention span averages just over 5 seconds, visual content is more vital than ever. And infographics are the best formats for providing information your audiences can consume at a glance.
You can also use infographics in your new blogs, post them on social media, or assemble them all to create an all-infographic blog.
Below is an example of how you can reformat your existing content into an infographic.
Source: Ukti
#4 Create ‘Instructographics’ for Pinterest
‘Instructographics’ are similar to regular infographics but focus more on providing solutions for a problem. Hence, the name “Instructographic.”
You can repurpose your how-to guides, blogs, and video tutorials into a visually appealing infographic. Then, you can post it on platforms like Pinterest to reach newer audiences. This type of content repurposing works especially well for B2B SaaS.
#5 Update Old Blogs
Repurposing content does not always have to be recycled content!
If you don’t have the time to repurpose, simply refresh your old blogs. Schedule time to review your existing blogs and look for outdated stats or information that are no longer relevant. Then, modify your blogs’ content and update them with the latest facts. This will save you valuable resources and time while ensuring your older content provides accurate information to the audiences.
#6 Social Media Posts
Another quick and easy way to reuse your older content is to repurpose it into social media posts. You can repurpose your blogs into carousels. Or take infographics, quotes, stats, or images from existing content and share them as social media posts.
Here is how we repurposed our blog “From a Dying Startup to a $5M/Year Business: How Groove Tasted Success with Content Marketing” into a carousel for Ukti’s LinkedIn page.
Source: Ukti
#7 Twitter Threads
Twitter isn’t like Facebook or Instagram, where you can always republish your existing text and visual content. That said, you can condense your blogs into multiple tweets to post as a thread. And share a link to the original content to bring the audience to your website.
Just like how Ahrefs does it.
#8 New Blogs
While your existing blogs can give you plenty of ideas for infographics, social posts, presentations, etc., they can also help you generate new blog ideas. For instance, if you frequently post listicles, you can turn each list item into new blog posts.
#9 Write Quora Posts
A quick search on the platform will bring forth plenty of questions relevant to your business and expertise. You may even find questions that your existing content already answers. So, you can repurpose your blogs and other content into Quora posts and spread the word about your brand.
#10 Expert Advice Content
Do you regularly interview industry experts for content like blogs and podcasts? Then, you can repurpose their quotes and insights and use them to create expert-advice blogs or eBooks.
#11 Email Newsletters
If you send out a regular newsletter, you can use repurposed content to make it meatier. For instance, you can clip excerpts from a video or use snippets from a blog and add them to your monthly newsletters. Or you can add user-generated content like comments and social posts in your newsletters. That way, you can connect with your audiences and provide them with valuable content time after time.
See how EmailOctopus uses its blog content in its email newsletters!
Source: EmailOctopus
#12 Repurpose Webinars
If you regularly conduct webinars to engage your audiences, you can repurpose its content into blogs, social media posts, presentations, eBooks, etc. Just make sure to modify your source content to fit the format you are repurposing your content in.
Zapier is a master at this.
Source: Zapier
#13 Video Tutorial
Do you post a lot of how-to blogs and guides? Then repurposing content should not be an issue. Explainers and how-to/tutorial videos are some of the most popular categories on YouTube. So, you can turn those guides into video scripts and record a tutorial video.
Considering the rise in popularity of short-form vertical videos, try condensing your content into 15-second or 1-minute-long videos for a wider reach.
Here is ConvertKit’s blog on how to create eBooks which they also repurposed into a video tutorial for YouTube: How to repurpose your blog posts into an eBook you can sell
#14 Lead Magnet Content
Curating an expansive list of emails is essential for winning high-quality leads. And content repurposing can help you generate such leads for your business.
For example, if you have content that generates high engagement, you can repurpose it as a downloadable eBook or a PDF. Then you can offer it as gated content to build an expansive list of emails and gain more subscribers.
#15 Frequently Asked Questions
Adding an FAQ page on a website is SEO 101 at this point. So, if your subscribers and audiences regularly post questions on your social media or YouTube channel, you can use those questions to create a FAQ page for your website.
Source: ThemeIsle
#16 Use Internal Content for Case Studies
Case studies allow businesses to substantiate their claim and show real-life examples of how their product and services helped their clients. If you collect client feedback, testimonials, or even project data, you can look for insights and create a case study.
#17 Create LinkedIn Post
Next, the content repurposing technique should be part of the content strategy of every brand posting content on LinkedIn. You can copy and paste your blogs, publish them as LinkedIn articles, and easily reach a newer audience.
Here’s how Andy Crestodina of Orbit Media Studios, Inc. does it.
#18 Republish on Medium
Talking of copying and pasting your blogs, you can also do that on Medium.com. It lets you republish your blogs without duplicating your content. So, you’re also not penalized by Google’s algorithm.
Source: Medium
#19 Flyers or Physical Handouts
Flyers and physical posters are some of the oldest mediums of marketing, now replaced by social media. However, if you operate out of local stores, printed copies are still an effective way to advertise your business. You can repurpose content from social media, like announcements and posters, into printed handouts. Especially during offline events and networking meets.
#20 Create Throwback Content
Social media is volatile because trends come and go faster than the speed of light. But trends like Throwback Thursdays or #TBT are evergreen and can help you repurpose your content. So, post old photos and videos on social media or share popular blogs from previous years.
#21 Repurpose Content for Ad Copy
At last, you can also use your existing content in your PPC campaigns on search engines and social media. Instead of writing a new copy, you can use snippets from relevant blogs in your ad copy.
Experiment with these 21 tips and repurpose your content like a pro! But do note: content repurposing is only successful if you continue to provide value to your audiences. So, make sure to update your repurposed post with the latest information and use the right format.
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