Repurposing Content: Why and How To Do It?

What Does Repurposing Content Mean?

To repurpose something means to tweak it in order to give it a new purpose, use, or life. In the case of digital content, it means to take your existing content and modify it slightly in order to re-use it for another purpose. For example, you can change the medium or format in order to appeal to a different target audience or business goal.

• Why Should You Repurpose Your Digital Content?

According to RedRokk, "Recycling posts can be very useful because it will not only allow you to produce content quickly and with minimal effort, but it will also offer the opportunity to rethink your content and adapt it to either a different media and/or audience." Repurposing content is easy because you've already created the original piece. It simply requires reshaping it into a new medium or format. Adjusting your content shows viewers that your company is up-to-date on the most current information. Reaching out to a new or different target audience will also help your website or social media platforms to receive more viewers and followers. It serves as a way to gain more new customers for minimal cost. Repurposing content is great for companies with a small digital marketing budget.

• How?
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Identify

There are quite a few ways to recycle and reuse your digital content. Yellow Pages Digital suggests that: "The first step is to identify your best performing content. This is where analytics comes in handy. You need to find out what content has produced the most traffic, social engagement, and leads. This could be a post, infographic, video, or some other piece of content. Go through your site analytics to see which pages have gotten the most traffic." It's important not to just use any old content. Pick out the content that has shown the most success in the past.

Recycle

• After you have identified which of your old content has performed the best, one simple way to recycle it is to update it to an issue that is currently relevant. For example, if you wrote a viral post a year ago, and a similar situation is occurring presently, you can re-post it. The central idea is still relevant. Just be sure that there is no outdated information in it and add a few things connecting it to the current issue. It's as easy as that. You could also just try posting the article on other websites that you hadn't before.

Change the Medium/Format

• There are many different ways to change the medium or format of your digital content pieces. One way is to change an article into infographic format or vice versa. You can also create slideshow presentations based on social media posts or infographics. According to

Ontrablog, "Infographics are awesome ways to boost engagement and are insanely popular - in just over two years, infographic search volumes have increased by 800%" Infographics bring life to content. Taking this approach to repurposing content can take a little more time, but can bring a large amount of new viewers to your sites. You could also try combining a few of your related content posts and creating one larger blog post, including visuals. You could even create a video using this same concept!

The important thing to keep in mind is your goal-why do you want to recycle this content? What will it's new purpose be? Do you want to reach a different type of target audience or simply gain new followers/customers? If you remember these things, you will know what kind of new life to give old posts. Reporposing content can prove to be very successful for your business if you do this.

Learn why repurposing content on your business website or social media platforms can be very beneficial. Yellow Pages Digital Marketing