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| Elegant Repurposing by Michael Coghlan licensed under (CC BY-SA 2.0) |
When we started blogging, we held on to the thought that we would be writing about the most recent news on a regular basis to be always in the loop. Later on, we realised that there’s more to writing content than creating fresh, relevant content so that we will always stay under the radar of our readers. We noticed that some of our readers had favoured some of our posts more than the others because they were timely. Some of our posts were well-loved regardless of whatever was trending over the internet. These posts happen to be those that remain useful and relevant regardless of date or season - they are timeless! And thus, these posts are worthy of repurposing.
Later on, we practised repurposing content and found a few benefits. Because our well-loved posts attracted readers the first time we published them, there’s a good chance that they will read our updated post again.
More than readership, our timeless posts will get a second chance to reach new customers through new platforms. Repurposing a content in various mediums will make the content searchable in all possible places where customers are searching.
Posting many pieces of content on the same topic gives you a boost on SEO. It provides new opportunities to target the desired keyword. Also, there’s a bonus of getting quality link backs when you repurpose your content outside of your site.
In Marketing, there’s a Rule of 7 which states that buyers need to hear your message at least seven times before they close the deal. This means you have ample chances of repurposing your content towards a message that sinks into your buyers. The key to reinforcing your message is repetition.
Another benefit of posting your high-quality and timeless content in different places gets your profile a notch higher and get regarded as an expert or authority in the industry.
In Digital Marketing, you may find a handful of topics you’ve written on that would qualify for repurposing. These could be your readers’ all-time favourite content. You can also check out your most popular blog posts. Take a look at your archive and see which ones need buffing to make them shiny again. Perhaps some posts need to be updated with timely information, so they have more value to your existing audience and look appealing or attractive to new audiences.
There is a myriad of ways to repurpose content. Here are some of our favourites.
1. Create a new blog post of your old articles. A classic example is to expand a list of individual articles. This way, you can thoroughly discuss the topic. A different approach is to condense a long post into a more concise and easy-to-grasp piece of content.
2. Use a different method to retell a story. Turn a report or study into a compact and easy-to-digest presentation, infographic or a Pinterest instructographic. This method will allow you to use a different platform to share your content and thus, have the opportunity to reach a new audience. In the same manner, using podcasts or video series will serve your audience who have a different preference on the medium by which they wish to chew on content which is via audio or video.
3. Add a fresh take and breath new life to old posts. You will just need to make sure that the post you wrote a few months back stays relevant and accurate by updating some details such as numerical data, changes in direction, or updates made by tech companies. Make sure that your readers are guided as to the origin of the post.
4. Repost and promote to social media. Reposting your articles gets you better coverage than posting only once. You may have multiple audiences from different time zones. You can also experiment with different titles or headlines to see which ones are more effective to your audience.
5. Buffer also suggests posting your article as an answer to a question in Quora rather than concentrating with social media giants such as Facebook, Twitter and LinkedIn. There is a good chance too that you have accumulated replies in Quora, you can turn those into a full post.
6. Repurpose content into an email series. For newbies, bite-sized information is easier to chew on on a daily basis. Expand a list of advice into a series of email and using email marketing applications allows you to get new leads and subscribers. Using MailChimp is a perfect example.
7. Create an ebook. Some e-books have evolved from high-quality blog posts. When you have established a following for your timeless pieces of content, it could be perfect timing to turn it into an ebook that provides a guide to newbies on the topic.
8. Write a guest post. A guest post has targeted readers and drives readers and traffic back to your site which is a perfect example of an SEO boost.
9. Host a webinar. Hosting a webinar is a more dynamic approach to presenting content. Some blog posts are just too comprehensive to be contained in articles but would work great as expanding into a full webinar. An example that will qualify is different articles on one topic or different methods of achieving a purpose (e.g. best practices, how-to’s, and beginner’s guides).
There you go. Some of the most popular ways to present content or repurpose content in a nutshell. But we feel that in a matter of months, this post will be well-worth buffing. There will be plenty of points above that will need some updating, or worth expanding in some ways.
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