Content repurposing

Content repurposing is also known as content recycling. It is the practice of using existing content and presenting it in a new way to increase its reach. It involves making changes to  a piece of content to make it fresh by either making the angle seem different or changing the format. Repurposing content as a part of marketing strategy can help to save money and also provide other benefits. Time will not be spent to come up with new content ideas.

Types of content

Different types of content can be used for repurposing. A blog post which has a lot of comments from the audience might lead to ideas for more blogs. If different blogs have been written about a certain topic, they can be combined to form a free guide or an ebook. An ebook can have more items added such as tables and images. Ebooks can also be used in different ways. For instance, ebooks can be offered to a person who signs up for an email newsletter. Infographics can also be used to give scope for visual interpretation to a blog. Slide shows can also be used to help make an idea seem simple. Slide shows are helpful for visual learners as they contain images and short descriptions.

The process

Certain steps have to be followed to recycle content. The first step is to think how one topic can be used across multiple types of content. For instance, if a business sells makeup, a popular topic can be ,’celebrity makeup looks for 2022’. From this different content pieces can be created. A video can be created asking customers about makeup trends. There could also be a slideshow with photos of makeup trends. An ebook can be created on choosing makeup with a color palette in mind. In-depth research on one topic can lead to different pieces of content. After the first content piece has been created on the core idea, there should be research done on how information from that piece can be used to create additional content in the future.

Benefits of content repurposing

a) Content repurposing helps in expanding ideas. For instance, a blog can be used to create a white paper.

b) A section of the target audience might prefer reading documents, while others may be visual learners and prefer slide shows. Recycling content allows a business to draw the attention of different types of audience who have preferences for different types of content. 

c) Content repurposing can also help to promote content across different social channels. This helps to reinforce branding.

d) Content repurposing also helps to increase the lifecycle of a piece of content. For instance, if people miss a Reel on Instagram, they might come across the content after it has been changed on another social media platform. This way the content can remain relevant for a longer time. 

e) Diversifying content and offering it in different formats helps to make a brand appear more dynamic.

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