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May 18, 2022 - By Hawke Media

How to Repurpose Content

While it’s easy to think you’ve covered all your bases on a given subject, the fact is, there are multiple ways to repurpose content. Your content marketing strategy will benefit from this kind of creativity. So, what does it mean to repurpose content? Repurposing content can involve: 

  • Updating old content.
  • Leveraging existing content through multiple digital mediums and channels.
  • Changing the tone or perspective on a subject.
  • Branching out separate subjects from existing content.

To help, here are some simple tips to repurpose content.  

1. Insightful Infographics

Upwards of 67 percent% of today’s B2B content marketers use data-rich infographics to convey complex statistics and topics. They immediately catch user attention. So take your existing content and create an eye-catching infographic. It’s an impactful way to present key data and information in one all-encompassing visual.

On top of that, infographics present a topic, subject or argument in a way that incentivizes sharing. In fact, infographics have been shown to increase website traffic by 12 percent%.

2. Expanding on Subtopics

Have you ever written something that felt like it said enough, only to find out afterward that you could have expanded on a particular subject or approached it from a different perspective? This is a perfect scenario from which to repurpose content. Your current content includes multiple subtopics and viewpoints that can be expanded upon.

Do-it-yourself (DIY), how-to, and list content are great sources for content repurposing. Each contains multiple subtopics that can be elaborated on further. Those small tidbits of information could appeal to a certain portion of your audience or help to resolve common customer problems.  

3. Revamp Landing Pages and Existing Content

Even fantastic content will eventually become outdated. This outdated content could very well be a landing page that generated a lot of traffic at one point but is now on the decline. Now is the time to refresh that content. Updating it to make it more relevant to today’s audience is a great way to invite them back.

Think about recent events or trends and how they apply to the content you created. After you’ve refreshed the content, you can then get Google to recrawl and reindex your content to help you get back to your original traffic levels.

4. Leverage Content on Multiple Marketing Channels

Your content marketing strategy’s success is largely dependent upon how many digital marketing channels you use. Google and other search engines index and rank videos, images, photos, infographics, podcasts, webinars, etc. This means that you can further expand upon high-quality content through syndication on other content mediums.

Think about your overall content marketing strategy. It’s based on keywords your audience uses in searches. You can dramatically increase your online reach by expanding upon subjects in videos, podcasts and webinars. You then use keyword-rich meta titles and meta descriptions for your repurposed content to help you improve your website’s searchability.

5. Create White Papers and Case Studies

Take your pick — either one can provide your audience with invaluable information and guidance. White papers and case studies are excellent ways to expand upon already established content. You can use either one on landing pages as a means of securing contact details through your call-to-action (CTA). However, this type of content requires more research and data than a typical blog post or landing page.

Start by reviewing your content. Identify topics that your audience is most interested in or needs help resolving. Next, collect all the different viewpoints, subtopics, information, and data that need to be included. Create that all-important process map so that your white paper or case study is planned well in advance of its publication date.

6. Promote on Social Media

There is an online forum or social media website for every industry or market. However, not all social media is the same, just as no two businesses are the same. This means choosing a social media website that specifically caters to your audience.

The goal here is to create a dialogue with your audience where they share and comment on a particular topic you know they’re interested in. This is where you promote refreshed content and repurpose content with keyword-focused meta titles and meta descriptions. You aren’t posting the same content —  instead, you’re presenting a fresh take on topics you’ve already covered. This allows you to reach different segments of your audience.

7. Create Guest Posts

Creating guest posts is a great way to repurpose content while also helping you secure backlinks. Start by identifying a complementary or well-recognized online industry resource in your market. This could be a blog, website, or online forum. It might also be a supplier of yours or a company in your market but operating in a different vertical.

Take one of your existing topics and offer to create a guest post provided they will link back to your website. A backlink is a critical targeting criterion for PageRank, so the more guest posts you create, the more backlinks you’ll secure.

We are a full-service, turn-key content marketing, and brand optimization agency. This means we conceptualize and implement multiple digital strategies to grow and build your brand. If you need guidance on how to repurpose content — or need a fresh set of eyes on your content marketing strategy — then contact us now.

Get a free consultation from Hawke Media