5 Ways to Repurpose Existing Content

There is no denying that one of the best parts about Thanksgiving dinner is the multitude of leftovers. With a little bit of creativity, a single turkey dinner can be repurposed into just about anything your taste buds can imagine. So what does content marketing have to do with Thanksgiving? Rebecca Lieb, author of Content Marketing, explained the Thanksgiving analogy in an interview with Jason Miller. When asked what her number one tip is regarding content creation, she replied:

“I use a Thanksgiving analogy. You cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. If you are like most families you are going to be repurposing this bird as leftovers for quite some time creating everything from sandwiches, to soups, and more. Your content marketing strategy can be thought of in the same way.”

Much like repurposing a turkey after Thanksgiving, marketers should look for opportunities to repurpose already existing content. Rather than creating delicious leftover dishes, content creators can repurpose content into a variety of different formats, thus providing you with multiple channels for your content to be discovered.

Why Should You Repurpose Content?

There are a number of advantages to repurposing content that benefit both you as the content creator and your target audience. For instance, repurposing content is a great strategy for small businesses. Instead of stressing about making new content constantly, you can create one great piece of content and repurpose it into different formats.

In terms of your audience, it’s important to note that different users have difference preferences. While some may prefer highly visual content like infographics, others may favor presentations with audio components like webinars. By reformatting your content for different mediums, you have the opportunity to appeal to more users, which allows you to reach a new audience and attract customers.

Not only does repurposing content enable you to extend your reach, but it also allows you to make the most of your efforts. Having multiple pieces of content about the same topic can generate an SEO boost and provide additional opportunities to target a particular keyword. Repurposing also helps reinforce your message as repetition can be an essential part of having a message sink in for a consumer. Here are five different ways you can repurpose your existing content.

1. Blog Articles

Despite what Aristotle once said, the whole isn’t always greater than the sum of its parts. One of the simplest ways to create new blog posts  is to take the topics discussed in a single article and use them as inspiration to create new content. For example, you could take a listicle post and create new posts from each item on the list. This allows you to discuss topics in greater detail and provide the reader with additional examples and information. It also creates the perfect opportunity to incorporate more internal links. Since blogs are easy to read, share and promote, creating new blog posts will increase traffic to your site. Not to mention, if you’re blogging about industry topics you will be viewed as knowledgeable in your industry, which will increase your credibility.

2. Infographic

Infographics allow you to present your audience with a comprehensive summary of your content in a visual format. Infographics are a great tool for transforming complex information and data into graphics that are simple to grasp and visually engaging. In some cases, infographics may communicate your content better than a traditional text format. Although infographics look easy to make, they often take a lot of time and effort. Luckily, there are a number of infographic tools for those with little design experience. Here are our top favorite infographic design tools:

3. E-book

Believe it or not, a number of high-quality e-books once began as blog posts. If you’ve built up a collection of blogs related to a topic, combine them into a single document such as an e-book. Or you could do it the opposite way and create an e-book that can later be divided into multiple blogs. While blogs are a great source of content for e-books, be sure to add additional information, photos, or data visuals to the e-book to make it a worthwhile investment for the consumer. Keep in mind that users may not have time to read through the entire book, so consider placing eye-catching text boxes throughout the book that readers can easily scan. E-books are also a great lead generation tool. If you decide to make an e-book, it’s a good idea to create a landing page with a form, a strong call-to-action, and highlights from the book to encourage downloads. Here are some useful tools to help you create your own e-book.

4. Podcast Series

Think of podcasts as blogs on a tape. People often listen to podcasts in a variety of settings such as the office, the gym, or even in the car on the way to work. Since some of your audience may prefer auditory content that doesn’t require reading, this repurposing method allows you to connect with a much broader audience. Use content from your blog post as a starting point and create a wider conversation about that topic in the podcast. Each podcast can be included as a new post to your website, much like a blog would. Take a look at some of these tools that make it easy to create a podcast.

5. Webinars and Videos

Webinars are a powerful tool for businesses, especially B2B companies. They allow you to provide information about a topic and engage your audience in a larger conversation. You can use existing blog posts as background research or as a starting point for your webinar. Webinars often occur during lunch breaks as a way of providing users with a break from their typical workday. Be sure to get your audience excited before the webinar by creating a hashtag for the event on Twitter, writing a blog post to promote it or asking viewers for questions before the webinar. And after the live webinar event is over, you can save the presentation and start to build up your video content that can either be used as additional gated content to capture leads, or shared on your social channels.

Repurposing content by adding value to your original content can save digital marketers both time and money. It is also beneficial for your audience as different users prefer to learn through different formats. Regardless of the motive, repurposing content is an easy, all-in-one way to promote your business and get the most value out of your content efforts. So now you can have your turkey and eat it too.


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