Creating content is an essential aspect of ensuring you solidify your online presence and attract and keep your audience. However, making fresh and unique material can be time and energy-consuming. According to a March 2021 report by Visual Objects, 11% of small business owners view creating content for social media as one of their biggest challenges.
This is where content repurposing comes in. Recycling existing blog posts and videos helps take some of the weight off your shoulders, enabling you to turn your attention to other aspects of your business while still keeping your audience entertained and engaged.
Why Repurpose Content?
Amplify Your Content’s Reach
Repurposing your content allows you to present your message in different formats and platforms. Every piece of content you put out, whether it’s a blog post or a podcast, is a new opportunity for your target audience to discover your brand, thus helping you reach a wider audience and engage with different users.
Enhance Search Engine Optimisation (SEO)
Search engine crawlers usually prioritise fresh content, so recycling your content helps you target different keywords and optimise it for various search questions, thus improving our website’s visibility and driving more organic traffic.
Save Time and Resources
Since you already have the data of your highest-performing pieces, you can reshape and redistribute your content yielding more output with the same, if not less, amount of input while still maintaining quality.
Reinforce Brand Messaging and Thought Leadership Via Consistency
Repurposing content creates a common and consistent theme which creates authority and strengthens your brand messaging and voice.
Adapt to Different Audience Preferences
Not every member of your audience may want to read blog posts. However, these people would happily listen to a ten-minute podcast on the same topic. Repurposing content allows you to reach and adapt to different audience preferences without having to come up with new material.
How To Repurpose Content Effectively?
Analyse Your Existing Content
Identify your most valuable and engaging content assets that have the potential for repurposing. Take note of your high-performing and evergreen pieces of content and look for ways to continue providing value to your different target audiences using the same content packaged in various formats. Focusing on evergreen content ensures your efforts are built upon a solid foundation.
Determine Your Repurposing Goals
Identify your overall content marketing goals. This could be reaching new audiences, improving SEO or reinforcing your brand voice. Once you’ve determined the specific objectives you want to achieve through repurposing, you can focus on the intended outcomes and tailor strategies accordingly.
Identify Targeted Channels and Formats
Take into account your audience preferences and select appropriate channels and formats for repurposing. You can gather insight into your target audience’s interests and online behaviours through surveys, social media listening and feedback to understand which formats they prefer more. Besides social media and video, there are various other formats that can be suitable for repurposing content.
You can turn your old blog posts into podcasts, eBooks or guides or condense complex information into visually appealing infographics. Experiment with different formats and channels to find what resonates with your audience.
Leverage Existing Content To Drive Traffic
Creating high-quality content that resonates with your audience doesn’t happen overnight. It’s a continuous process that takes time, effort and resources and can sometimes be tedious. While content repurposing isn’t meant to be an alternative to creating fresh content, it helps you get more out of your content and gives you a break to allow you to focus your energies on other aspects of the business.
At Oracle Tree, we understand the importance of maximising the impact of your content within limited resources. Our team of experts specialise in content repurposing strategies for small businesses. Whether you need help repackaging blog posts, creating unique and captivating videos or converting existing assets into engaging social media content, we have the expertise and creative vision to elevate your brand. Contact us today to learn more.
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