Creating your own content takes a great deal of time, and repurposing allows you to get more miles out of the content you’ve created. The main reason we repurpose content is that it saves time. Repurposing is an often overlooked content creation shortcut.
Content marketers repurpose content all the time. What this means is taking old content and switching it up somehow to create something original. Last year’s tips on how to clean your house naturally are still good this year. This is what we call ‘evergreen’ content because it’s not connected to a certain time. It’s always useful for your readers, who may enjoy the content more in a slightly different format.
Ways to Repurpose Content
There number of ways to repurpose content is limited only by your imagination. You can recreate old content by rewriting articles or taking the same information and presenting it in a new way. You can do this by keeping a list of templates into which you plug in your ideas or information. Text-based content can be made into a slideshow, an infographic or a video. All of types of non-text content (videos, audios, infographics, images) can be turned into text articles.
A multi-post series can be repurposed to create an e-book. Conversely, e-books can be repurposed into audios or videos, or back to text articles. With the variances in how people like to consume information, repurposing through format change allows you to make your content accessible and useful to a broader audience.
You can zero in on what works for your audience by tracking results. If you find that certain types of content (for example, Facebook posts or videos) are getting more engagement, you can add more of them to your content creation calendar. On the other hand, if you find that your articles aren’t drawing traffic or gaining readers, you may choose to focus your efforts elsewhere.
There is no one combination or formula that works for every business, so you’ll want to experiment. Find what works for your audience, so you can meet their needs in the manner they prefer. (Remember, if you don’t, someone else will!)