No one likes working harder than they need to in order to complete a task. So we’ve got a little secret for you – it’s okay to repurpose your blog content! There’s no need to reinvent the wheel for every post. You can save time and energy, while getting great results by repurposing content you’ve already created.
Repurposing content means taking an existing piece of content and using it in a new way for a new audience.
Blog series to ebook, for example. Or infographic to video.
You can turn existing content into videos, illustrations, infographics, ebooks, white papers, webinars, case studies, podcasts, charts, graphs, blog posts, quizzes, slide decks, reports, and on and on.
Repurposing your content is the best way to connect with every member of your audience. After all, not everyone likes blogs, and not everyone likes videos. By spreading your message through various mediums, you’ll make something for everyone to enjoy.
Great content marketing is about getting your stuff in front of as many people as possible. You could spend weeks developing and creating a great blog, but people might not even click it to read it.
The more people who see it, means the more people who will share it with their friends and colleagues. That increases traffic, engagement, and continues your odds of finding more prospects and potential for conversion.
We know you would never intentionally limit your brand by only targeting one type of user (those who like blogs, for example). But now you know, that all your efforts might be doing just that.
There are many benefits to repurposing content. In all, it’s about reaching more people and getting more bang for your buck with each strategy and concept.
Repurposing content gives you a better chance to be seen. We spend a lot of time online: an average of 40 minutes/day on Youtube, 35 minutes on Facebook, and 15 minutes on Instagram. It adds up to 5 years and 4 months over our lives. That’s a lot of time. But it also means there’s a good chance that people are not seeing all your posts – the feed moves too fast, and no one is online 24/7. If you want people to see your content, you need to repost and repurpose. Remember the rule of seven – the average consumer needs to see your message seven times before they buy into it.
Social media posts also have a short life. The life expectancy of a tweet is only about 24 minutes, and a Facebook posts reaches 75% of it’s maximum impressions in 2.5 hours. If your customers aren’t online in that time, they’re missing your great content. So repost, reschedule, and repurpose that fantastic blog for another time.
How do you know what to repost?
You want to repurpose something that was already fairly popular or got a lot of visitors.
Look at your analytics dashboard and check to see what posts have been your best performers in the past month, past year, and possibly even past 4-5 years.
For each asset, consider how you might be able to transform it. It could be blog to video, video to transcript, podcast to infographic, series to ebook, and so on.
What themes are still relevant? What topics are still popular? On what subjects do you have more to say? Find content that fits in to those categories, and get to work.
If you have more questions about repurposing content, let us know! Or contact us to get your blog up and running.