One of the best ways to do more with less is to repurpose content. That doesn’t mean simply copying and pasting copy into different platforms though. Here are some of our favorite ways to repurpose the content that you’ve spent valuable time and effort on.
Why Repurpose Content?
When it comes down to it, repurposing content simply means getting the most out of content you’ve already created. Some of the greatest benefits are:
- Expanding reach – Repurposing is a great way to use new platforms and reach diverse audiences.
- Time savings – If you don’t have a large team, you can only create so much content. Repurposing saves resources and allows you to make the most of work that’s already been done.
- Optimize content – As you dig into which content to repurpose, you’ll gain an understanding of which pieces perform best and what topics resonate most with your audience, allowing you to improve future content.
- Support SEO – By creating multiple pieces of content on the same topics or keywords, you can give your SEO strategy a boost.
As you can see, there are a lot of important benefits that come with repurposing current content. What are the best ways to actually repurpose content? Here are 5 strategies that you can employ.
- Create evergreen content – Evergreen content is material that is not specifically timely and will likely always be relevant. For example, your firm’s mission statement isn’t likely to change from year to year. That would be a great topic to turn into various blog posts, videos, etc. You likely have some things already written on that topic, so gather the information and turn it into web content that is easy to find.
- Seek your best performing topics – Start your repurposing journey by researching which content items have received the most engagement. This is a powerful clue into what resonates with your audience. From there, add to your content calendar based on the topics that you already know perform well. Use a cluster model to add a few more blog posts, landing pages, or social content based on what you already know has performed well.
- Update past content – Have you written content on cases that are ongoing, or new regulations or political environments? Chances are there will be updates and changes over time. Find past blog posts and update them with new material. Add an update and at the beginning of the blog add a note that you’ve updated the blog with more recent information. Then, reshare it on various platforms letting your followers know that there is new information to review.
- Reshare prior content – Once you know which topics perform best for you, don’t be afraid to reshare them. You need to do this sparingly so that you’re not sharing the same information over and over, but it’s a good idea to give your followers new chances to see what you’ve already published. A good way to do this is a list of your best blogs, perhaps a list of the year’s most popular blogs at the end of each calendar year.
- Create less and promote more – Before you spend time creating new content, take a look at what you already have and see if there are more ways to use it. We’ve detailed some specific tactics below, but a good place to start is video and social content. Short-form video is an incredibly popular format, so try breaking up longer videos into snippets or creating new social media posts for content that you already created.
Let’s include a few specific examples of ways to repurpose content on various platforms.
- Create blog posts from videos by transcribing them, performing additional keyword research, and formatting the transcription into one or multiple blog posts.
- Create more short-form clips from long videos for YouTube, Reels, TikToks, or even paid ads.
- Create infographics from long-form content by taking data from blog posts or white papers and plotting them into a visually interesting infographic that can be shared on social media or included as a download.
- Create social posts from blog content by breaking up “how-to” articles or lists and periodically sharing interesting excerpts as a series.
- Create emails from previous blog posts by separating the information into a series (for example, one email on the challenges of high net worth divorce, a following email on 10 specific tips for high net worth divorces, and a final email on where readers can obtain more detailed information).
Repurposing content is a smart way to save time and resources, optimize your content strategy, and improve your overall digital presence and SEO visibility. Try implementing a few of these tactics to build out a more robust content and media calendar. Remember that often the success of your digital marketing comes down to the content you create. If you need some support in creating compelling content that offers value to your audience and generates leads, start a conversation with our content marketing experts.