Content is one of the elements that form the internet today. Billions of content, whether it’s text-based, visual-based, or audio-based, is consumed on a daily basis. And the advent of social media platforms has contributed to the growing number of online content these days.
Everyone with access to the internet, especially those having social accounts, can produce content freely. That means the amount of future content is undeniably huge, making it hard for you to compete in this field.
This is why not every content can get the same attention or engagement.
If you’re a business trying to tap into a new audience, you need to understand what types of content work and what does not. You should come up with strategies that will make your content more visible to your target audience.
One of the most effective ways to do this is by repurposing your content.
What is Repurposing Content?
Repurposing content simply takes your original piece and turns it into something else. This could be a blog post turned into an infographic, an audio clip turned into a blog post, etc.
The key to repurposing content is knowing that you’ll make it big with old content. Since most content will go to the trash anyway, it’s essential that you pick content that will bring traffic this time.
For example, if you have an old ebook that people barely recognise anymore, why not try repurposing it into an explainer video, where you can deliver the information in a more engaging way. Videos help people learn the message quickly because they can know listen, read, as well as watch the running images that truly describe the whole context.
7 Reasons Why You Need to Repurpose Your Content
If you’ve been on the internet for so long, you’ll know how much content you’ve produced in the past, knowing that it won’t be used anymore. But, creating new content can sometimes take a toll. You’ll spend more time and effort analysing new material while also brainstorming the new type of content to make.
That’s why repurposing comes with many benefits. You can save time and cut the content creation cost.
Here are other reasons why you should repurpose old content.
1. Reach a wider audience
When you create new content, you’re essentially starting from scratch. But when you repurpose old content, you have a chance to reach new audiences, especially if you publish it on a different platform.
For example, if you have an old, popular blog post, you can turn it into presentation videos and share them on social media, like Facebook or YouTube.
Different platforms bring in different audiences. And by widening your reach, you’re also increasing your chances of driving traffic back to your site.
2. Establish your authority
Becoming an expert is crucial if you’re promoting a certain product or service. People only look up to trustworthy brands when purchasing the tool they need.
One of the common ways to establish authority is to make different types of content that everyone can consume. For example, if you target younger generations, producing videos is a must. Or, you can create an infographic for older audiences.
However, continuously making different content can be daunting. Instead of creating new content, which takes more time, you can repurpose your content to cement your position as an authority figure.
You can take an old blog post and turn it into a video tutorial or an infographic. When people see that you have a lot of high-quality content, they’ll be more likely to trust you and what you say.
3. Experiment with different mediums
When you’re only sticking to one type of content, you’re limiting yourself in terms of creativity and experimentation. But when you repurpose your content, you can try out different mediums and see which ones work best for you.
For example, old infographics are often unused simply because the creator had put the year into them, making it irrelevant to publish them in a different year. You can then turn these infographics into videos.
Speaking of videos, they only fit a certain platform where your infographics don’t. You’re able to post freshly made videos on YouTube or TikTok, where videos match the nature of the platform. This is how you learn to use different social media handles, which subsequently help you promote your campaign in the future.
4. Save time and effort
Creating new content from scratch can be time-consuming, exhausting, and expensive. If you’re working with a team of people, the costs can add up quickly. But when you repurpose old content, you can save yourself a lot of trouble.
You don’t have to start from scratch because you already have the material. You just need to tweak it a little bit and make it into something new.
By repurposing your content, you can get more bang for your buck. You can use the same piece of content in different ways and get more value out of it.
5. Get more leads
If you’re looking to generate more leads, repurposing your content is a great way to do it. You’ll not only save time and money repurposing content, but you can leverage your old content to get new conversions.
For example, you can take an old blog post and turn it into a downloadable PDF. Then, you can put it behind a lead capture form so that people have to give you their contact information before they can access it.
Many companies have done this technique, and it works. You can contact these people who have listed their email previously to promote your products via email marketing.
6. Give you a chance to update your old content
Over time, things change, and so do your audiences. That’s why it’s important to update your old content from time to time.
When you repurpose your content, you can take the opportunity to update it so that it’s relevant to your current audience. That’s because recycling old content means that you’re essentially using the same material repeatedly but in different ways.
By repurposing your content, you’re giving new life to something already existing. You can make it more engaging, informative, or entertaining.
7. Stay consistent with your content marketing
Content marketing is all about consistency. The more consistent you are, the better results you’ll see. But sometimes, it can be hard to come up with new ideas or to keep up with the demand.
Repurposing old content can help you stay consistent with your content marketing because you’ll always have something new to post.
Repurposing content has many benefits. It can help you save time, money, and effort. It can also help you reach new audiences and generate more leads.
If you’re unsure where to start, you can begin by taking an old blog post and turning it into a video or an infographic. Experiment with different mediums and see which ones work best for you. Make sure to update your content regularly to be relevant to your current audience.