Content Repurposing - What Is It And How Does It Benefit Your Business?

Content is pretty much the crux of marketing and has been for decades. In fact, advertising is basically content marketing. And the age-old advertiser-customer model is the paradigm that exists even today.

But today, the quality of content needs to be significantly higher to generate a response from your audience. The primary reason is that customers are getting smarter and more selective about the brands they want to associate with.

This presents a problem - the cost-effectiveness of a brand's content strategy. If brands are expected to produce high quality all the time, how can they manage costs?

Here's where repurposing makes an entry in a charcoal grey suit and shiny shoes.

Content Repurposing - What Is It?

The first thing most people think of when they hear the word repurposing is plagiarism. But this couldn’t be further from the truth. And I’m going to tell you why as a company, if you aren’t invested in content repurposing, you’re not optimizing your content as best as you can.

Creating quality content is expensive. There are no two ways about it.

In 2019, Nike spent 3.75 billion dollars. Amazon tops the list at 6.9 billion dollars. Disney clocks in at 3.1 billion dollars. Get more huge numbers here - How Total Spend by US Advertisers Has Changed, Over 20 Years.

When you’re talking about spends that are into the billions, being thrifty with pennies means saving millions.

Content repurposing allows you to do just that - scale down your content optimization with no loss of quality.

Confused? Not to worry, there’s more to talk about.

How Can I Repurpose Content?

Content repurposing is basically using a piece of content that has performed well and adapting it to another platform or medium. Content syndication also falls under content repurposing.

Usually, any type of content can be repurposed into another. Blog posts can be converted to infographics. Articles can be made into social media posts. When done right, it will have more impact on engagement numbers.

Here are a few steps that can help you repurpose content -

Identify The Right Content

It is important to choose the right piece of content to repurpose. The key is to make sure that it is able to generate interest among your audience.

Upgrade It

If the content you choose to market was not written today, chances are that there is new and more updated information available. Use that to improve your content.

Conversion Process

This can vary depending on your choices. Converting a blog to an infographic requires a fresh approach compared to creating a video from several articles. But the premise is the same - make sure the message gets through, and it's engaging to your audience.

What Are The Benefits Of Content Repurposing?

Saving Money

Repurposing means less “new” content to create. This naturally means less spends for your company.

Saving Time

Content repurposing takes time, but it's not a lot compared to creating new content from scratch.

Expands Reach

Every platform has a unique look and feel to it. Repurposing allows you to tailor your content to a specific platform and audience.

Improves Reach

The more platforms you're able to post on, the better is your reach. Also, certain types of content do better than others - video performs well and is more “shareable.”

Better Backlinking

People like to connect with popular content pieces. Repurposing your content can get a link opportunity from authoritative websites.

I hope this article helped you understand how content repurposing works. If you’re looking for a writer to get this done for your business, I might be able to help. Get in touch with me and we can talk shop.

Have a great rest of the day!