If you ask a content marketer to choose a superpower, they would most likely ask for the ability to never, ever run out of ideas.
Let’s be honest; coming up with unique topics for blogs and articles is more challenging than it seems. We have core subjects that we write about and promote. Unrelated discussions can confuse our audiences and diffuse your authority.
So how does a marketing department continually pump out new material?
One ingenious approach is repurposing content. Over the year, we have experimented with spinning and repackaging existing marketing assets. And I will admit proudly that the strategy works.
Convirza began blogging nine years ago, in 2011. Imagine how things have changed? It used to be that you could write multiple articles about the identical keyword. I even found several dozen blogs with the keyword “blog.” As a team, we discovered some hidden gems, and we also identified some junk that needed to go.
This article explores the advantages of refreshing and updating old content.
Repurposing content is taking current communication pieces and working them into new compositions. Nearly any good piece of writing can convert into a unique form.
Articles and blog posts are an excellent basis for repurposing content. For instance, you can combine several high-performing blog posts together, add a few graphics, and produce an ebook. These same blogs can inspire engaging infographics and multiple social media posts.
Here’s a quick list to give you an idea of how many assets are buildable from blog posts.
Repurposing content is…
Taking something you already created and giving it a new shell.
One of the best aspects of reusing content is that you can reach new people. Everyone has favorite ways they consume information. Some people like to read the morning paper or online news feeds. Others prefer to listen to podcasts. I actually use YouTube videos to focus my mind during jogs. Some gravitate toward Pinterest posts to learn, while others want to read a step-by-step guide with examples.
By repurposing your content in various forms, you reach people who may not be interested in reading a blog post but will listen to a podcast.
Strengthening your authority with specific keywords can boost your search engine rankings. You can take one pillar keyword and repurpose content with long-tail keywords. Also, the same material may adapt to similar queries that you need to cover.
By recycling your content, you’ll create a way to use the same keywords again. Reuse content through all platforms. This approach can raise your search engine rank and ensure your expertise. Learn more about how to achieve a high keyword ranking.
Also, search engines like Google favor websites they trust. The more pages you have with quality information, the more apt they identify you as a credible source.
Depending on how long you’ve been in business, you may have an abundance of archived content. As a smart marketer, you will want your content to keep producing results year after year.
However, older content loses relevance. Statistics become outdated. Examples based on trends of that period also lose influence. For these reasons, from time-to-time, we need to revisit old content and give it a makeover.
Replace old content with recent information. Change or update the images that have become unnecessary. You can also update the publishing date. This moves the blog up in the lists of recently published blogs.
Organic reach is becoming more difficult, particularly for new businesses. The Internet is bursting with content. Which means we have to work harder to get eyeballs on our content.
If you repurpose content, you can breathe new life into the collateral while boosting organic reach. Publishing the content in many places and different platforms increase the chance of showing up in search engines and on social feeds.
Of course, each version must be useful to the reader. Just because you repurpose and republish content doesn’t mean it will work automatically. It’s wise to treat repurposed content with the same attention and energy as the original piece.
Creating content is a massive time drain. Generating new content every day or week is a heavy burden, even for large teams. Repurposed material is a painless way to pack your content calendar gaps. It’s like prepping meal chicken and veggies that transform into multiple meals throughout the week.
Last year, our small marketing team set a goal to write three several 1,000-word blogs every week. We didn’t even make it to Q2 before exhausting our ideas and spending our energy. Years of old, forgotten blogs suddenly were appreciated. And combined with the latest information, we extended the benefits of every piece of content. We even broke apart eBooks and published sections into long-form articles.
Repurposing blogs into videos, podcasts, and social media posts save time and sanity. Also, you’ll leverage the value from all your fantastic writing.
Repurposing content is easy and quick to create. Simply adding extra information or presenting the topic from a fresh perspective liberates you from reinventing the whole thing.
The following examples outline a few ways to transform traditional marketing material into digital-friendly content.
Press Release –> Blog Post
Pluck the newsworthy and engaging messages from a press release. Rewrite the text so it matches your blog tone and you have a blog post. This is a great way to relay company news and product information to your audience.
A repurposed press release can provide value by educating consumers about alternative solutions to industry problems and keeping them up-to-date on new company offerings.
Web Pages –> Emails
Consider taking one of your website pages and changing a section into an email. Pull one key point from the web page and rewrite the supporting information. Enhance the email by downloading the icons or graphics from your website media library and including them in the email. If you have time, finding a new image would be even better. We’ve done this exact thing and even used the same call-to-action. It works.
Brochures –> Web Pages
Brochures that outline your company products and services can be a useful asset for creating or refreshing the pages on your website. You can use the images and copy as a starting point to build out different pages, such as a company history or product page.
The copy and images may need reformatting, but brochure content can provide a sound foundation.
Radio Ad Copy –> Social Media Updates
You can recycle snippets of the concise and persuasive copy used to construct radio ads into social media posts.
We’ve found that content from radio spots can be incredibly influential in Twitter posts. Once you chop down the pieces to the character count, you can attach a link to relevant content to generate leads and traffic to your website.
White Papers & eBooks –> Infographics
While white papers can provide an in-depth resource for the eager reader, you can relay the same information much more quickly through an infographic. This visual medium offers an appealing and easy-to-digest resource that has excellent sharing ability.
Obviously, an infographic doesn’t have the same level of detail as a white paper or eBook. But infographics easily mix into blog posts and social media channels. Also, use infographics from eBooks for branding and lead generation purposes. You can rework the eBook and white paper to include the new infographic.
Direct Mail –> Email Campaigns
Many of the advertising agencies that use Convirza take successful direct mail pieces and convert them into email marketing campaigns and landing pages. The messaging can be exactly the same, except one is printed on glossy card stock, and the other is published digitally.
Both formats need to capture the reader’s attention and contain strong visual components. The direct mail piece may need to be condensed, but you can use most of the content for both the direct mailer and the landing page.
When you use the communication assets you already created for traditional marketing, repurposing them into digital marketing content is usually pretty practical and straightforward. Repurposing your old school material can help you make the most of your current resources to produce exceptionally polished content for your website and online marketing campaigns.
Instead of throwing your old content into your recycle bin, reuse instead. Repurposing content is the best way to make the most out of your content marketing efforts. It is fast, creative, powerful, and even fun. Add repurposing content to your marketing strategy and calendar today! You definitely will thank us.