Repurposing content material is the answer to most of your content material issues. 

Do you discover it troublesome so that you can give you new content material concepts each day? Reuse present posts that carried out nicely.

Are you brief on time to maintain up with content material creation for a number of platforms? Recycle one of many older posts on a unique platform. 

This text will allow you to leverage this content material advertising and marketing technique to take your content material recreation to the following level.

What’s content material repurposing? 

Repurposing content material means re-using all or components of an present content material piece and presenting it otherwise to achieve a wider viewers. It makes your content material accessible to a various viewers with totally different studying types. 

For instance, you’ll be able to flip your weblog put up right into a social media put up to focus on individuals who wish to devour fast content material and are current on social media. 

Plus, this content material technique retains your content material schedule busy with lesser effort. 

Why must you repurpose content material?  

The obvious advantage of repurposing content material is saving time within the content material creation course of. You don’t have to create each video, weblog put up, or infographic from scratch. 

You could have an present piece of content material, which you’ll both take inspiration from (saving time in analysis) or use as is for an additional platform.

Other than this, different key causes to repurpose your content material are: 

1. Goal a wider viewers 

To focus on totally different audiences, you could create content material for various platforms. For instance, your Twitter followers may not be the identical as your publication subscribers. 

That is no simple job, particularly when coping with restricted time and assets. That’s the place content material repurposing is available in.

You need to use the identical content material piece and put up it on a unique platform, with out sounding repetitive as a result of a very totally different set of viewers is consuming the brand new content material. 

Right here’s how Recipe30, a well-liked meals channel, reuses the website weblog posts into movies. 

Recipe30 created an in-depth weblog put up on a soup recipe. This sort of weblog generally targets individuals who be taught finest by way of studying. Recipe30 then transforms the weblog put up right into a YouTube video, focusing on visible and auditory learners. 

Contemplating it’s a recipe, there are lots of people who need to comply with a video whereas cooking. Whereas the weblog content material has extra directions than a video, each content material items are created based on the platform.

And the YouTube video:

This helps them improve their viewers, whereas additionally having a high publishing velocity. As a substitute of hiring a scriptwriter to create a brand new script, utilizing an present weblog helps save time and cash.

2. Get an search engine optimization increase

If you share a number of items of content material centered round a couple of essential key phrases, it indicators the search engine crawlers that your web site is an authority in that area of interest. 

On prime of that, you get a chance to hyperlink again to your essential content material supply by way of totally different platforms. This boosts your rankings and generates extra visitors.

Taking the identical instance of Recipe30: They interlink each the content material items – YouTube movies and blogs to get extra visitors from one to a different. Right here’s how they’ve linked the weblog underneath the outline of the YouTube video:

Then again, right here’s how they linked the YouTube video to the weblog:

3. Get probably the most out of your in style content material

Content material repurposing provides you a second likelihood on the content material promotion of a well-established piece of content material. 

You would possibly’ve printed an article a couple of years again that obtained you a number of engagement and leads. This can be a qualifier for a content material thought – it has labored previously and is prone to work once more. 

The weblog on the garlic soup recipe by Recipe30 is without doubt one of the top-ranking search outcomes for that key phrase. This acts as proof that the subject is related and persons are looking for it. Due to this proof, they are often sure that the brand new video would possibly get simply as in style. 

…And it did. 

The YouTube video grew to become one of many top-ranking movies, each on YouTube and different serps. 

And on YouTube:

4. Keep your publishing frequency

With a mean particular person spending round 7 hours consuming content material each day, you could keep on prime of your viewers’s minds and keep a publishing frequency. As a substitute of spending time and cash creating new content material, you’ll be able to add repurposing previous content material to your content material schedule. 

For instance, with a number of content material printed on their weblog, Recipe30 is now capable of put up frequently, doing recipe roundups on their YouTube channel with over 800 movies:

Which content material must you repurpose? 

As a substitute of repurposing each content material you could have produced, you may get higher outcomes by following these 4 steps: 

1. Audit present content material and shortlist high-performing content material

Conduct a content material audit to kind the best-performing content material in your website. You need to use a software like Semrush’s Content material Audit software or Google Analytics to get began. However earlier than you begin, set your objectives for repurposing and outline your high-performing content material for repurposing.

Ask questions like: What does high-performing content material imply for your corporation?

Is it the content material that brings probably the most visitors? Or the one which brings probably the most conversions? Are you on the lookout for high engagement, or do you need to filter the matters to incorporate people who speak particularly about your corporation or product? 

Relying on this, you’ll be able to shortlist your metrics from attain, shares, variety of mentions, natural visibility, higher rankings, linking construction, and many others. 

As soon as executed, you’ll be able to choose the content material based mostly on these metrics. 

2. Search for evergreen content material

Topical content material is nice – however that requires you to maintain modifying the content material to make it related with time. If you’d like content material that’s one-and-done, whereas additionally bringing in constant visitors, with out frequent edits, evergreen content material is the best way to go.

For instance, there’s at all times an inflow of topical content material throughout an occasion just like the Tremendous Bowl. However would individuals nonetheless seek for such a subject after the occasion is over? 

Content material A: What to prepare dinner on a Tremendous Bowl night

Content material B: What to prepare dinner when pals are coming over

Whereas each are nice matters proper now, the primary talks of an occasion that has already occurred and, thus, repurposing that will be of little use. 

To search out these evergreen posts, you’ll be able to both do a guide verify or use instruments like Google Analytics to search out the pages which can be getting probably the most visitors persistently. 

3. Evaluate suggestions in your posts

There’s a goldmine that companies typically miss out on. And it’s the feedback in your posts or articles. 

Viewers suggestions provides you insights into what your viewers actually desires. 

This may help you refurbish and repurpose your content material in the best manner. Based mostly on the suggestions, you’ll be able to analyze if you wish to modify one thing after which repurpose it. For instance, if somebody factors out that the subject “X” appears irrelevant or lacking out on key particulars, you’ll be able to add the small print within the repurposed content material.

Plus, if a content material piece was notably in style together with your audience, it qualifies the content material piece for engagement charge.

8 examples of content material repurposing 

Listed here are eight methods to get began with content material repurposing: 

1. Flip weblog posts into infographics

Infographics are the fourth-most in style content material codecs utilized by companies and entrepreneurs as we speak. 

The reason being easy: Folks course of visible content material sooner than all-text content material. 

Search engines like google and yahoo additionally present photos as a part of the outcomes for search queries. Your infographic can flip up on this question to get extra visitors to your content material. Right here’s an instance for the key phrase “emotional intelligence”: 

Whereas selecting a weblog put up to create an infographic, choose data-heavy ones or ones with a course of you could break down into steps on your infographic. 

Right here’s how ThinkPsych targets the identical “emotional intelligence” key phrase by repurposing an infographic from a weblog put up. 

You may as well put up these infographics to Instagram and Pinterest to develop your attain there.

Listed here are some finest practices to comply with whereas creating infographics: 

• Use the best visible sort from timelines, bar charts, pictures, scatter plots, Venn diagrams, and maps.
• Preserve your audience and platform in thoughts. For instance, the infographics you create for Twitter (brief to suit the platform’s picture dimensions) would differ from those you create on your publication (somewhat longer and extra descriptive).
• Draw consideration to your headline. Preserve it crisp and use related key phrases.
• Adhere to finest design practices like utilizing white house, having a transparent hierarchy, utilizing matching illustrations, and sticking to constant fonts and themes.
• Use instruments like Visually and Visme to create interesting infographics. Listed here are some extra free instruments you need to use.

2. Flip webinars into video tutorials

Should you had a profitable webinar with a number of sign-ups and attendees, consider those that couldn’t make it. 

If this webinar was an enormous hit a yr again, likelihood is your new viewers would find it irresistible, too.

As a substitute of letting that webinar go to waste, convert it right into a video tutorial. Many manufacturers do that by changing the webinar right into a YouTube video that folks can devour anytime. 

This helps in two methods: let your video stay dwell endlessly (theoretically) and drive new guests to your website by YouTube. 

Right here’s how Clip Studio Paint turned their webinar right into a YouTube tutorial – garnering over 37,000 views:

Professional tip: Don’t make the error of turning each webinar right into a video tutorial instantly. That manner, you discourage your viewers from really attending your webinar. 

As a substitute, house out the video releases to keep up exclusivity.  

3. Flip weblog posts into social media posts

As of 2022, over 4 billion individuals use social media globally. This quantity has saved on rising over time and is estimated to proceed doing so. 

Should you aren’t actively creating content material for these customers, you’re lacking out on a number of engagement potential. 

Listed here are three other ways you’ll be able to repurpose content material for social media platforms: 

1) Flip articles into carousels on Instagram

Turning your how-to or listicle posts into carousels is a good way to achieve a wider viewers. 

Take Klara Kernig, an Instagram creator for instance. She turns her high-quality content material on Substack into Instagram carousels to make the content material simple to learn: 

That is how the weblog appears to be like as an Instagram carousel: 

2) Share articles as Twitter threads

Simply sharing your article hyperlink on Twitter isn’t sufficient. So many companies have taken it one step additional by changing the necessary bits of the article right into a Twitter thread. 

Right here’s how Ahrefs turned a weblog right into a Twitter thread:

3) Flip articles into YouTube shorts

Whereas TikTok has been the chief of the shorter video format, YouTube Shorts has lately surpassed TikTok with an MAU (Month-to-month Energetic Customers) of 1.5 billion. 

Taking the identical instance of Recipe30, they repurpose their blogs and long-form movies into shorts on YouTube: 

They even hyperlink again to the blogs underneath the Shorts, making a kind of content material ecosystem: 

Should you’re brief on time, you need to use social media automation instruments like Missinglettr to show your articles into social media posts rapidly. 

4. Flip an article collection into an Book

Gated content material within the type of ebooks can generate a number of leads when printed correctly. For instance, FaChords enhances its weblog posts with related ebooks:

Ebooks might be a good way to get leads knowledge and have interaction individuals. 

As a substitute of making an e-book from one article, mix related articles or use an article collection. 

Right here’s an instance. 

Article A: The right way to begin studying guitar chords 

Article B: What number of guitar chords are there

Article C: 7 songs to play utilizing easy chords 

Book compilation: The last word information to guitar chords 

Listed here are some finest practices for creating partaking ebooks: 

• Have an fascinating and descriptive headline to attract readers in.
• Create an e-book construction with simple navigation. This doesn’t overwhelm the reader; they will simply skip or soar to the sections they need.
• Use visible components to make the e-book extra enticing and straightforward to learn.
• Speak about your services or products wherever related.
• Make it mobile-friendly.
• Have a CTA on the finish.

5. Flip visible content material right into a Pinterest board

In case you have a number of visible content material to share, you’ll be able to flip this right into a Pinterest board. 

With nearly 60% of ladies making up Pinterest’s international viewers, it may be match on your model should you’re focusing on ladies. 

For instance, manufacturers like vogue or magnificence can get a number of clicks to their website by strategically utilizing the platform. 

Right here’s how manufacturers like Maybelline New York are taking advantage of their Pinterest boards. 

Professional tip: You may simply repurpose the content material you create for Instagram or TikTok on your Pinterest boards. 

6. Flip weblog posts into an e mail publication

An e mail publication means that you can present ongoing value to your viewers and maintain them engaged together with your model. 

Should you don’t need to make investments an excessive amount of into creating content material on your publication, you’ll be able to share the necessary components of your current weblog posts within the publication. 

Many corporations additionally do a roundup of their current weblog posts so subscribers don’t miss out on something. 

For instance, Beardbrand, a males’s grooming model, creates informative newsletters, which hyperlink again to their movies or blogs:

This text is linked again to a YouTube video with over a million views, which in flip hyperlinks to their weblog. It would sound difficult however that’s a stable content material ecosystem! 

These sorts of newsletters are comparatively simple to create and could be a nice resolution for small companies. 

7. Flip listicles right into a slide deck

Due to the visible format and platforms like Slideshare, slide decks allow you to draw many readers and improve your total visitors. 

For instance, Buffer obtained nearly equal views on their slide decks as a few of their hottest posts. 

The very best half? 

They created these slide decks from their articles in round 2-3 hours. Thus far, they’ve obtained over 12 million views from these slide decks. Their referral visitors additionally elevated, and so they began producing extra leads. 

Right here’s an instance of a listicle they became a slide deck. 

You need to use instruments like Canva and SlideModel to create these slide decks. 

To create higher slide decks, 

• Select the best article. For instance, a listicle or a statistically-heavy article would make an amazing slide deck.
• Keep constant together with your colour scheme, imagery, typography, and styling.
• Incorporate the best visuals. For instance, graphs for statistics and animations to clarify a sophisticated course of.
• Don’t lengthen the slide deck unnecessarily. Follow a very powerful bits of your article.
• Don’t use many fancy results or transitions. Preserve it easy.

8. Flip a video collection right into a podcast 

Podcasts have turn into a go-to content material format for a lot of in the previous few years – with an viewers of 464 million podcast listeners month-to-month. It helps you hook up with your viewers on a unique medium and construct authority in your area of interest. By inviting credible individuals in your area of interest and  persistently offering value-driven content material, you show your authority within the area of interest.

Whilst you would possibly want some gear to create a video tutorial, podcasts are a inexpensive content material format and might be effortlessly created with instruments like Alitu and Telbee. 

One solution to supercharge the creation course of is by turning your in style movies into podcasts. 

Right here’s how the online design firm, 37signals, creates a podcast on taking sabbaticals after a YouTube video that touched on the identical subject. 

Listed here are some methods you’ll be able to comply with: 

• Invite visitors to your present. Bonus factors in the event that they’re in style in your area of interest.
• Present a theme to every episode so listeners know what can be lined.
• Embody episode transcriptions to make your present accessible to individuals with impaired listening to or somebody who desires a fast learn.
• Create a podcast trailer to generate enthusiasm about your upcoming episodes.

4 techniques that will help you repurpose content material  

Now that you already know the other ways to repurpose your content material, listed below are 4 techniques that may allow you to create efficient content material. 

1. Observe one of the best practices of every platform 

Totally different platforms have their very own units of dos and don’ts.

For instance, when you might need to experiment with visible content material on Instagram, you’ll be able to work with a mixture of visible and textual content content material on Twitter.

Look how Todoist converts an article right into a thread with suggestions and a picture that attracts the reader’s consideration.

Whereas repurposing your weblog content material right into a carousel for Instagram, make it aesthetically pleasing to make your content material stand out. You would possibly even want to comply with a constant theme so the viewers can acknowledge your model every time they see your put up. 

Whereas this will likely take some time to grasp, the return within the type of elevated engagement and doable conversions can be price it. 

2. Refurbish and republish your older posts

Your content material must be tweaked and refurbished as developments carry on altering all of the time. 

For instance, an article on “AI writing instruments” ought to now embody the likes of Jasper, Writesonic, and different related instruments. 

By refreshing content material, many companies have seen an enchancment of their rankings and backlink profile. For instance, if there’s a well-liked article from two years again bringing visitors in, you would possibly need to maintain refreshing it to maintain it related. 

This additionally helps you with repurposing. After that content material refresh, you’ll be able to create a brand new and up to date repurposed put up from it. 

For instance, by updating an previous article on model ambassadors, Zapier managed to get a fast visitors increase. 

They’ve additionally managed to get the top-ranking spot for the key phrase “finest time monitoring apps” for five years in a row because of fixed updates. 

Google additionally talked about manner again that their algorithm provides a rating to your pages based mostly on how related and recent the content material is. It additionally helps present a related expertise to your customers based mostly on current modifications and developments. 

3. Be taught from one of the best in your area of interest

As a substitute of aiming in the dead of night together with your repurposing methods, discover how your rivals are doing it. 

Because you’re focusing on the identical viewers, you’ll be able to achieve an thought of the most well-liked content material codecs by seeing what works for them. 

You may analyze the next whereas doing competitor analysis: 

• On what platforms are they most lively?
• Do they repurpose content material typically? If sure, how?
• After how a lot time do they repurpose a put up?
• On which platforms are they getting probably the most engagement?

Based mostly on the solutions to those questions, you’ll be able to create stable repurposed content material. 

4. Collaborate with an influencer

Influencer advertising and marketing continues to be rising exponentially, with 71% of entrepreneurs discovering the visitors high quality led by influencers higher than different visitors sources.

This implies you could get artistic together with your influencer advertising and marketing methods. 

For instance, whereas repurposing a weblog put up right into a TikTok video, you’ll be able to collaborate with an influencer in your area of interest. 

Give new life to your present content material by repurposing 

Many companies consider repurposing as an afterthought. As a substitute, construct it proactively into your content material technique by considering of various methods to repurpose a chunk of content material earlier than you begin creating it.

This manner, you have already got concepts to maintain your content material recreation alive and thriving on totally different platforms.

Whilst you create a repurposing technique, word that experimentation is the important thing to success. The extra you experiment and analyze, the higher you’ll form your technique.