Do you ever feel like the time and effort you put into creating a piece of content isn’t really worth it? That’s where content repurposing comes in! Instead of creating new material from scratch each time, you leverage existing assets, breathe new life into them, and optimize them for different platforms. This strategy not only saves time but also enhances your SEO efforts by increasing visibility across the web, reinforcing your brand message, and driving more traffic to your site. Keep reading to learn more about this strategy, including how to repurpose content and maximize your SEO potential.
What Is Content Repurposing?
It’s the process of taking existing content and adjusting it to fit different formats or channels. The goal of content repurposing is to reach more people or accomplish different marketing goals. By repurposing content, you maximize the value of your original content, making it more versatile and accessible to different people who prefer consuming information in various ways. It’s a great time-saving marketing strategy that makes your content efforts go even further.
How Does Content Repurposing Impact SEO?
When you repurpose content, you increase its visibility and reach, creating multiple opportunities for search engines to index and rank your content. It can also enhance user engagement because your audience will have more than one opportunity to engage with your content. By catering to different preferences, you increase the likelihood of users spending more time interacting with your content. All of this can contribute to a much stronger search engine presence and improved website authority.
How Can Content Be Repurposed?
How you repurpose content depends on the piece you’re starting with and the different platforms you market on.
Here are a few ways content can be repurposed:
A blog post can be turned into a podcast script
A long-form video can be cut into short clips for Instagram Reels, TikToks, or YouTube Shorts
A webinar can be transcribed into a comprehensive blog post
An e-book can be broken down into a series of informative emails
A set of customer testimonials can be compiled into a compelling case study
A whitepaper can be summarized into an engaging infographic
These are just a few basic examples of how to repurpose content quickly. There are countless possibilities you can explore for creating a more in-depth repurposing strategy that maximizes engagement and extends your content's lifespan!
What Is a Content Repurposing Workflow?
A workflow helps streamline the repurposing tasks, making sure your content is adapted and utilized without wasting resources.
Here's a breakdown of a typical content repurposing workflow:
Identify Valuable Content: Select a piece of content that’s performed well or has the potential for further engagement.
Determine New Formats: Decide which new formats or channels will best suit the content and target audience.
Create a Plan: Outline a strategy for how the content will be adapted, including timelines and resources needed.
Repurpose the Content: Transform the content into the chosen formats, such as turning blog posts into videos or infographics.
Optimize for Each Platform: Tailor the content to fit the specific requirements and audience of each platform.
Distribute and Promote: Share the repurposed content across various channels to reach a wider audience.
Analyze Performance: Monitor the success of the repurposed content and make adjustments as needed for future efforts.
How To Create New Content From Old Content
How you repurpose content all depends on what content you start with (a video, podcast episode, blog post, etc.). As an SEO expert, I’m a big fan of prioritizing SEO blog posts on your website, so for the purpose of this example, we’re going to start with a blog to show how to repurpose content.
1. Identify Valuable Content
A well-written, optimized blog post should …
Be 800+ words long
Use headers to separate key points
Blog posts are a great place to start when it comes to repurposing content because you can hit each of these goals. (Not sure how to write an SEO-optimized blog post? Learn blogging best practices!)
2. Determine New Formats
There is so much you can do with a long-form blog post. Some new formats that seamlessly come from a blog include:
Graphic posts on Instagram
Short-form videos on Instagram and TikTok
FAQ posts on LinkedIn
Podcast episodes on Spotify and Apple Podcasts
Infographics for Pinterest
Email newsletter series for subscribers
Because a blog post is packed full of valuable content, you can find a way to repurpose it on essentially any platform where your audience hangs out.
3. Create a Plan
Once you identify new ways to distribute your content, it’s time to get specific. For example, let’s say your blog post features a “benefits section” that highlights four benefits of remote work flexibility and an FAQ section that answers four common questions about setting up a productive home office.
Your content repurposing plan could look like this:
Create a Reel for each “benefit” mentioned in the blog post, using a trending sound.
Host an Instagram Live session to address FAQs from the blog post and answer additional audience questions.
YouTube
Develop a short video for each FAQ, providing in-depth answers and visual examples.
Compile the “benefits” into a single informative video with engaging visuals and narration.
Publish a post with an engaging “hook” and link directly to the blog post.
Share a series of graphic posts featuring each benefit, and ask a question to encourage comments and engagement.
Send a weekly email series focusing on one benefit each week, with links to the full blog post for more information.
Feature a subscriber-exclusive FAQ session, answering additional questions from readers.
If you have a team to execute your plan, be sure to keep communication open and clear so everyone knows who is responsible for each repurposing task. Once the plan is in motion, keep an eye out for how each platform and adaptation performs to inform how you’ll repurpose content moving forward.
While this example starts with a blog post, you can use a similar approach whether you’re starting with a podcast episode, webinar, e-book, or any other asset. Focus your efforts on creating tons of assets from one piece of content to save valuable time while maintaining a consistent presence across all your platforms.
Maximize Your Content’s Impact With a Solid SEO Plan
A content repurposing strategy only impacts SEO when you have a strong content strategy to start with. As a freelance SEO expert, I can help you audit your website, put together a targeted blog strategy, and analyze your competitors to maximize exposure and engagement. If you’re ready to take your content efforts to the next level, get in touch today to learn more about my SEO services!
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