The True Value of Repurposing Content

In today’s digital space, it can seem increasingly overwhelming to tackle all “the things” (as our founder often says). 

However, sometimes, all your website needs is a little content refreshing and repurposing to keep your audience interested. But first, this question needs to be answered: what is content repurposing?

What is Content Repurposing?

Content repurposing is when you reuse elements of existing content in order to serve a different marketing goal for online content. Typically, repurposed content is transformed into a new medium while saving considerable amounts of time (and money!)

Doing this correctly can have many benefits, including increased website traffic, newsletter sign-ups, and even conversions.

Examples of Repurposed Content

It’s important to realize that repurposing content can’t be done just by copying old material and re-posting it. 

To get the best results, you need to know how to repurpose content in a way that’s strategic, interesting, and engaging to your audience. Below are just some examples:

1. Resize blog headers and use them for social media

If you have an older blog that can still reap success on social media, you can use the resize the existing header image to post it to Instagram. 

Then, you can summarize the blog into a short paragraph and make that the caption (but remember to remind your followers to read the blog in your profile link!). 

2. Turn FAQs into a blog

Answering questions that are asked often by your customers can help inform your audience about your services. That’s why your website FAQs are a great example of content that you can repurpose into a blog, or even a social media campaign!

3. Create a podcast or video from a blog (or vice-versa)

An authoritative blog can make for the perfect conversation piece to record and turn into a podcast or video. Take one of your broader blog topics and expand it for more content. 

Or, you can transcribe your podcast episode or video and edit it into a blog! It really is that simple. 

4. Use client testimonials as a social media post

According to Big Commerce, 72% of consumers say positive testimonials and reviews increase their trust in a business. If you aren’t already, it’s time to leverage your business’ reviews and testimonials for a series of social media posts. 

By using positive quotes from a real-life customer to create social graphics and concise, but meaningful, captions, you can create weeks’ worth of valuable social content!

5. Share relevant statistics

Statistics can be very informative (and persuasive) for your audience. You can use your own business statistics (i.e. high retention rate, increase in sales, etc.) that will get their attention in a quick post. 

What Are the Benefits of Repurposing Content?

The benefits of content repurposing are vast; one of them is increased engagement. Different social media platforms have different audiences. So, when you expand your content onto new platforms, you’ll reach new people and gain new interaction. 

Another benefit is reinforcement of important information. Did you know that, on average, potential customers will have seven interactions with your brand before they take action? 

That’s why it’s important to emphasize certain matters more than once in different ways. This is where content repurposing is key—your audience is not going to remain engaged when they see content formatted in the same way over and over again. 

Start Repurposing Your Content Now

The key benefit to repurposing content is this; the convenience of not spending time, or even money, on new content. Instead of mass producing content 24/7, find something from the past and spruce it up. You’ll see great results (when it’s done right!) 

Need some help with repurposing content? Reach out and let our content marketing experts assist your small business today!

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