You’ll know by now that great content can take a while to put together.
Blogs, videos, infographics, eBooks… They take time to curate. So why start from scratch each time you begin something new?
By recycling your content you can save huge amounts of time without impacting deliverability or reducing reader value.
Don’t believe me? Keep reading.
Is Your Content Worth Repurposing?
YES!
Content recycling is a popular and successful marketing strategy. You don’t need to create new content constantly; you just need to reach more people with it. Why?
By giving new life to the fantastic content you’ve got already, you free up your precious time for other important jobs, like coming up with fresh ideas for new campaigns.
And not only can the practice benefit your time management, but your sales funnel too. Revisiting themes and points in different words across content types improves conversion rates because the chance of your prospect retaining information is enhanced each time they see it.
Many people worry that content repurposing is unoriginal, and it’s a valid concern. But, according to a recent HubSpot study, the 82% of marketers who recycle their content strategically would disagree.
Spider-Webbing Will Save You Time
Instead of seeing your marketing efforts as separate campaigns, think of them collectively as one giant, interlinked strategy.
Blog content or emails alone aren’t enough to convert leads into paying customers. All strands of that strategy must connect in a big, beautiful web to work together.
A spider-webbed strategy allows your audience ample opportunity to see and interact with your content in various forms. As your content is presented in fresh ways to reach new audiences, your conversion rates will improve and increase your viewer engagement and interaction likelihood.
What Can I Repurpose?
Absolutely anything.
As long as the newly refreshed content still delivers high value to anyone taking the time out of their busy day to have a look at it, you’re golden.
Here are 4 simple ways to breathe new life into older content that you might not have considered yet.
Transform Old Blog Posts Into Comprehensive Guides
If there’s a topic you cover frequently, round up what you’ve got to form the bones of a more in-depth piece.
Take Clips From Podcasts and Webinars To Create Headliner Videos
Podcasts and webinars take time and planning, so why not repackage some of those golden nuggets of video and associated soundbites to form impactful Headliner videos? For those in the back, Headliner is a great tool you can use to create awesome video clips from your media.
Transcribe Video Footage To Inform Infographics And How-Tos
Always keep anything you record. Even if it’s not all destined to become longer video pieces, some of what you’ve got will be worth writing down and repurposing for short-form content such as infographics.
How Do I Repurpose My Content Strategically?
Content repurposing is more than just hashing out recycled material in different forms though. It’s bigger than that. By repurposing your content, you’re enhancing your whole marketing game.
That’s why you’re here, right? And it’s actually pretty simple to work this strategy into your marketing.
Here are five top tips on repurposing content that you can start doing today.
1
Combine Your Email And Blog Strategy
Arguably the EASIEST way to recycle your content and spider-web your marketing efforts is to embed blog links in the emails you send out to your subscribers.
Blogs that aren’t being actively promoted are probably sitting on your website, stagnating. Why not give them a new lease of life?
Content must be relevant and engaging to draw a reader in, so make sure the linked blogs are up-to-date and valuable to retain your audience’s attention. And remember, stories sell. Read up on how to use stories in your email marketing in this blog (see what I did there?).
2
Create Social Posts ABOUT Your Blogs
This is another great way to recycle the brilliant blogs that took you ages to write.
You know, the SEO blogs that carefully position keywords to enhance your searchability. The blogs that nurture your readers, each written with hilarity and wisdom to build your audience’s trust and bring even the coldest of leads on board.
Why should it all be single-use?
Tapping out social posts to gently promote new and old blogs gets your content in front of a potentially new audience. The power of social media means readers who love your stuff are likely to like and share it far and wide with groups of people who haven’t seen it before.
3
Blog-To-Blog Linking
Linking relevant blogs together gives readers low-commitment calls to action, making it more likely for them to hang around and keep reading.
Be sure to include links back to older material, too. Newer followers are unlikely to have seen it, and loyal readers will probably enjoy rediscovering it for a second time. We read and watch so much content these days that revisiting old blogs and videos often gives us a completely new set of takeaways than the first time we came across it.
4
Approach Topics From Different Angles
Want to recycle a popular blog but need help figuring out how to go about it?
Try addressing the same blog topic but from a different point of view. SEO content writing thrives on unique perspectives, and what a wonderful benefit to obtain through repurposing content – improved search engine ranking.
5
Use Testimonials For Social Media Content
What better way to celebrate your business than through other people’s words?
Other than obtaining the testimonial itself – which doesn’t have to be as much of a chore as it sounds – this method of recycling content involves little to no extra work for you whatsoever.
Publish particularly lovely snippets from longer case studies, or whole, succinct testimonials that you’ve recently received and publicly thank your customer at the same time.
Repurposing Content Is Valuable Practice (For You AND Your Readers)
When you start looking at content as multi-use, suddenly the options are endless.
An old blog you stumble across can transition into 75% of a more in-depth eBook. That cheatsheet you created for a client once can be transformed into a short and snappy five-minute how-to video and published on your social media channels.
It’s amazing what you can do with what you’ve got if you just sit down and think about it. And better yet, it saves you time and adds value for your audience.
Got some content floating around in your cloud storage that you don’t know what to do with? Book a call and get brainstorming.
