Repurposing Content For Better Online Exposure
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Save Time, Increase Traffic: Repurpose Content

We understand the effort required to create great content that drives your marketing strategy. Sometimes, though, you might hit a wall when trying to generate fresh, relevant content. Don’t worry; it happens to all of us. Fortunately, there are ways to extend the great content you already have on your website into new forms, making the most of your time, energy, and investment.

Take this article, for example. Originally, it was a three-part series written in 2014. A lot has changed since then, so we updated it, removed unnecessary sections, and combined others into a single article to republish. But that’s not necessarily repurposing content; that’s more of a content cleanup, but why not do both?

Repurposing is simply transforming an article you’ve published into different formats to reach various audiences. This approach not only helps you connect with more people but also deepens your understanding of your subject by viewing it from multiple perspectives. Here’s how repurposing can enhance your content marketing strategy:

Discover the Benefits of Repurposing Content

Save Time and Boost Productivity

Repurposing allows you to use one central idea as a springboard for multiple projects. An original article can lead to the creation of an infographic, video, podcast, white paper, or other formats. By starting with a solid, well-researched article, you save time brainstorming new ideas from scratch for each content type. This efficiency can be a game-changer for small businesses or solo entrepreneurs who wear many hats.

For example, if you’ve written an in-depth article about the latest trends in your industry, you can extract key points and data to create an infographic. This infographic can then be shared on social media platforms, attracting attention and driving traffic back to your original article. Furthermore, you can create a series of short videos, each addressing a different trend mentioned in the article. These videos can be posted on your YouTube channel or integrated into a video blog series.

Reach and Engage Diverse Audiences

Different people prefer different methods of consuming content. By presenting the same material in various formats, you can leverage multiple learning styles to ensure your message reaches the widest possible audience. Some people might prefer reading a detailed blog post, while others may engage more with a visually appealing infographic, while others may prefer an informative video or even a YouTube/TikTok short video. By catering to these preferences, you increase the likelihood that your content will resonate with a broader audience.

For instance, consider a detailed guide you’ve written about using social media for business. By converting this guide into a podcast, you can reach commuters who prefer listening to content during their drive to work. Similarly, turning key points from the guide into social media posts can help engage your followers on platforms like Twitter, LinkedIn, and Facebook.

Cross-Promote & Amplify Your Content Across Platforms

Repurpose your content online via different social media channels

Repurposing content enables you to promote your business across multiple platforms. For example, transforming a blog post into a video for your YouTube channel allows you to link back to the original article, attracting a new audience and reinforcing your brand. This cross-promotion can lead to increased traffic to your website, higher engagement rates, and improved brand recognition.

Imagine you’ve written a blog post about common mistakes businesses make when redesigning their websites for search engine appeal. By creating a webinar on the same topic, you can provide a more interactive and engaging experience for your audience. During the webinar, you can reference the blog post and encourage attendees to read it for more detailed information. This not only drives traffic to your website but also positions you as an authority in your field.

Keep Your Content Fresh and Relevant

Repurposing keeps your content fresh and relevant. By exploring different angles on the same topic, you can discover new material to delve into. Additionally, repurposing gives you multiple opportunities to get your message across, which is beneficial in a content-saturated environment. With the fast-paced nature of digital content, it’s easy for a single piece of content to get lost in the shuffle. By repurposing, you ensure that your valuable content continues to reach new audiences over time.

For example, let’s say you wrote a blog post about the benefits of content creation. A few months later, you can revisit this topic and create an updated version that includes new data, trends, and insights. You can also create a video series discussing different aspects of content creation, such as brainstorming ideas, optimizing for SEO, and engaging with your audience. This ongoing exploration of the topic helps keep your content relevant and top-of-mind for your audience.

Step-by-Step Guide to Effective Repurposing

To be successful in content repurposing, you’ll need to have a clear idea of where you want to go and how you’ll get there. Drafting a content repurposing plan helps keep your brainstorming and creation processes streamlined and aligned with your overall business plan. Here are three key steps to start with:

Brainstorm Creative Content Ideas

Brainstorm Content Ideas

Think about different ways one topic can be translated and dispersed across multiple content types. If your company sells widgets, you may want to start broad with something like “Top Widget Trends.” This sort of topic gives you a lot of room to shift and refine your focus over time.

When brainstorming, consider how each content type can serve a specific purpose or audience. For example, a blog post can provide detailed information and establish your expertise, while a social media post can quickly capture attention and drive traffic to your blog. An infographic can visually summarize key points, making it easy to share and understand, while a video can engage viewers with dynamic content and a personal touch.

Target Different Audience Segments

Once you have your general topic, think of how you could create content that appeals to multiple audience types. Your audiences could be based on demographics, learning styles, or both. For example, an infographic or video documenting “Women’s Widget Trends” targets a specific demographic while appealing to those who prefer visual information. It’s easy to see how a big topic like “Widget Trends” can lead to multiple content pieces.

By segmenting your audience, you can tailor your content to address their unique needs and preferences. For instance, you might create a detailed white paper for industry professionals seeking in-depth analysis, while a series of blog posts could target small business owners looking for practical tips. Additionally, consider creating content in different languages or adapting it for different cultural contexts to reach a global audience.

Start with Easy-to-Repurpose Content

Now that you have a list of possible spin-offs from your core concept, think about which pieces would make an easy transition into different forms—if you create a slideshow first, could that be adapted to make an infographic? Could a blog post (or series) be worked into a video script, eBook, or white paper? The first piece of content you construct will take the most time and effort, so it’s important to consider how versatile that piece will be in the future.

Starting with easily translatable content pieces allows you to maximize the return on your initial investment of time and effort. For example, a comprehensive blog post on “The History of Widgets” can be broken down into a series of social media posts, each highlighting a key milestone. You can also create a podcast episode discussing the evolution of widgets and interview industry experts for additional insights. By repurposing this content, you ensure that it reaches different audiences in various formats, increasing its overall impact.

Top Content Types Perfect for Repurposing

Leverage the Power of Blogs

Blogs provide a basic yet incredibly versatile form of gathering information in one organized place. Over time, your blog can become a rich source of information on your subject that is valuable to your potential customers. Use blog posts to address FAQs, company history, industry facts, current trends—anything that adds value to your customer’s experience. Blogs are also proven lead generators for small businesses, with 126 percent more leads going to those with them.

To enhance the effectiveness of your blog, consider incorporating multimedia elements such as images, videos, and infographics. These elements can break up the text and make your blog posts more engaging and visually appealing. Additionally, regularly updating your blog with fresh content can help improve your earch engine rankings and drive more organic traffic to your website.

Create Engaging eBooks and Guides

Creating an eBook or white paper lets you put forth a compelling argument for your product or service and collect valuable visitor information in exchange. If you have a well-written blog, you may only need to compile your posts on a given subject, add research detail, a table of contents, images, etc., and you’re set!

An eBook or white paper can serve as a cornerstone piece of content that demonstrates your expertise and provides significant value to your audience. For example, you can create an eBook titled “The Ultimate Guide to Widgets,” which includes chapters on the history of widgets, current trends, and future predictions. You can build your email list and nurture potential leads by offering this eBook as a free download in exchange for contact information.

Long and Short Videos Can Be Very Compelling

Adding visual and sound elements to a text-only presentation increases the emotional appeal of your sales strategy, which is a proven technique to increase conversions! You don’t need to be a professional videographer to produce compelling videos. From interviews to infomercials, there are many ways to make video work for your business.

Consider using tools like video editing software and online platforms such as Canva to create high-quality videos with minimal investment. You can also collaborate with influencers or industry experts to create interview-style videos that add credibility to your content. Additionally, incorporating storytelling techniques can make your videos more engaging and memorable for your audience.

Use Infographics and Slideshows to Streamline Big Ideas

Slideshows and infographics are versatile forms of information delivery. They challenge you to simplify a complex idea into something digestible in a short time, which is helpful to visitors who aren’t experts in your industry. Slideshows and infographics cater to visual learners, featuring images and short descriptions. When your topic lends itself to visual interpretation or could use simplification, these forms are a good choice.

For instance, if you’ve written a detailed report on the environmental impact of widgets, you can create an infographic highlighting key statistics and findings. This infographic can be shared on social media, included in email newsletters, or embedded in related blog posts to increase its reach. Similarly, a slideshow presentation on “Innovative Uses of Widgets” can be used for webinars, conferences, or internal training sessions.

Repurposing content is a valuable tactic for your overall content creation strategy. It can also provide relief if you’re experiencing writer’s block, allowing you to recharge your creative energy.

Building Trust Online With Omaha Website Design

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At Big Red SEO, we successfully help businesses throughout the US with their content creation processes. As a web design and SEO company based in Omaha, we specialize in developing effective strategies to increase our clients’ visibility to potential customers. If you’re looking for a quality content creation, web design, and SEO partner, contact our content creation team at Big Red SEO today at (402) 522-6468.

In addition to content creation and SEO, we offer a range of services to help businesses establish a strong online presence. From website design updates to an entirely new WordPress website, or custom programming and development, we’re available to help – and there’s no outsourcing! You’ll work directly with either Conor or Kim (or both), to get your project completed on time, and on budget. By partnering with Big Red SEO, you can focus on what you do best—running your business—while we take care of the rest.

Conclusion: Transform Your Content Strategy

Repurposing content is not just a time-saver; it’s a strategy that can amplify your marketing efforts. By transforming your existing content into various formats, you can reach different audiences, extend the longevity of your content, and enhance your overall marketing strategy. If you have any questions about content creation, web design, or SEO, give us a call today at (402) 522-6468.

As the desire for more content via different methods continues to evolve, staying ahead of the curve requires adaptability and creativity. Embracing content repurposing as part of your marketing strategy can help you stay relevant and competitive. Whether you’re a small business owner or a marketing professional, the principles of content repurposing can be applied to any industry or niche. Start exploring the possibilities today and watch your content strategy reach new heights.

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