Transform your content strategy with effective repurposing techniques. Discover how to revitalize existing assets and connect with diverse audiences. Content creation is essential for marketing success and demands considerable investment.

You spend countless hours creating blog posts, videos, infographics, and other content, all of which aim to engage and convert your audience.

However, with the rapid pace of content consumption, the lifespan of these assets can be alarmingly brief.

The solution? Repurposing content.

By reshaping and reusing existing content, you can extend its lifespan, reach broader audiences, and create unique content for different personas, maximizing your return on investment. Here’s how expert marketers can effectively lead in content repurposing.

1. Assess Your High-Performing Content

Begin your repurposing strategy by identifying which content pieces have performed best. Use social media metrics and other analytics tools to determine which blog posts have received the most views, which videos have the highest engagement, and which infographics are most shared. High-performing content is an excellent starting point for repurposing, as it has already proven its value to your audience.

2. Break It Down or Build It Up

Transform comprehensive resources into smaller, easily digestible pieces. For instance, a detailed white paper can be divided into a series of blog posts or infographics, making the information more accessible and extending the white paper’s reach. Conversely, you can aggregate several related blog posts into an ebook or a comprehensive guide, providing a deeper dive into a topic your audience cares about. Additionally, you can convert longer pieces of content into gated content to generate leads.

3. Change the Format

Adapting content into different formats can help you reach various audience segments. For example, you could convert a blog post into a video tutorial for visual learners or distill its key points into an infographic. Alternatively, you could adapt a webinar into a podcast episode for audiences who prefer audio content. People consume content differently, so a diverse marketing mix is essential to engaging your audience.

A HubSpot survey highlights the most effective types of content:

• Short-form video content is the most popular medium overall, with 37% of respondents favoring this format.
• Images and infographics are highly preferred, with 52% favoring visual content, especially Gen Z (53%) and Baby Boomers (58%).
• Live videos and live streams are the third most popular content type consumers want to see.
• Short videos, social media marketplaces, sponsored content, and influencers are preferred for product discovery and learning about products/services across age groups.

4. Update and Relaunch

Industries evolve, and new data emerges, so updating old content with fresh information and statistics can revitalize it. Once updated, relaunch the content as a new post with current examples and enriched data. This boosts the content’s relevance and SEO value, drawing traffic from organic searches. For evergreen content that needs a refresh, update the content on the existing page to retain its URL authority and SEO value.

5. Target New Audiences

As your target personas or audiences change, tailor existing content for new demographic or geographic markets. If you have a successful tutorial for beginners, adapt it to an advanced audience by incorporating more complex concepts and case studies. Translating content into different languages can open new markets and expand your reach internationally. For example, if your organization focuses on payers or insurance carriers, refine your solutions and content libraries to target specific job titles and functions, making your content more focused and effective.

6. Leverage for Social Media

Social media thrives on micro-content. Extract intriguing quotes, statistics, or visuals from your content and turn them into posts for platforms like X, Instagram, or LinkedIn. These snippets can drive traffic back to the full-length piece on your website, enhancing both your social media engagement and site traffic. Recently, I have been researching keywords for content marketing and found that many results point to articles published in LinkedIn’s CMS. Repurposing content for LinkedIn can be valuable for search and thought leadership.

7. Use in Email Campaigns

Integrate repurposed content into your email marketing campaigns. A series of blogs can be turned into a weekly newsletter feature, or critical insights from a case study can be used to nurture leads. Email campaigns can breathe new life into older content while providing value to your subscribers.

Improve Your Marketing Reach and Effectiveness with Content Repurposing

Repurposing content is about more than saving time and resources; it’s about enhancing the reach and effectiveness of your marketing efforts.

You can continually engage your audience without creating new material by transforming, updating, and redistributing existing content. As markets evolve and new trends emerge, your content should adapt to the changing digital landscape to maximize its potential long after its initial release.

If you find this process challenging, consider exploring our monthly SEO packages and let our experts help you achieve your marketing goals.