Maxine is Head of Content and Outreach at Hive19, specialising in growing the authority of brands across sectors including fintech, SaaS, e-commerce, and disruptor startups. Maxine’s passion lies in providing strategy, building authority for clients, and providing content that audiences value. Find her on Twitter: @maxinebremner1.
Content marketing is one of the best ways to establish your business online, build trust with your readers, and set your brand up for success. However, content creation can take time, something many businesses, whether start-ups or established organisations, do not have enough of.
While many business owners are putting their efforts into creating fresh new content for their readers on a regular basis, there are those of us who have harnessed the power of content repurposing. Content repurposing is a brilliant marketing strategy that will see your business grow and succeed online at scale.
In this article, we will be sharing how you can repurpose your content for the benefit of your readers and your business.
Content repurposing is about reworking or updating existing content on your website to better serve your business needs. This saves you time, money, and effort on creating new content for your business, allowing you to reuse what’s already there and merely present it in a brand-new and creative way. Content repurposing is a fantastic way to keep your website relevant, your brand informative, and your audience engaged.
Save time on content creation
Boost website SEO
Re-target keywords
Reach new audiences
Improve underperforming content
Provide value to your readers
Attract more organic traffic
As you can see, there are many benefits to repurposing old content and plenty of reasons why this strategy is so popular. If you are considering repurposing old content, but don’t know where to start, below we share seven of the best methods.
Is there content on your website that has done particularly well? An article, for example, that has attracted more traffic, conversions, or shares than anything else you’ve written? Creating spin-off versions of these pieces is a great way to repurpose content that has already resonated with your target audience for the benefit of your website and SEO efforts in search.
Spin-off content is all about repurposing an existing piece of written work by approaching the subject from a different angle, while still discussing the same topic. This allows you to expand on what has already been written, while providing something new for your audience.
What’s more, because the existing content was received so well, you are pretty much guaranteed to see your spin-off version succeed in the same way.
Writing articles for other websites is one of the best ways to increase your brand’s online presence and authority. Writing content for high-authority publications that have a strong domain authority is a great way to grow your business organically. It helps establish you as an online authority within your niche, builds trust with consumers, and helps promote your business more widely to new audiences.
However, when you have been writing for a long time it can be difficult to come up with new ideas to pitch to other websites. This is where repurposing content comes in useful. Taking the time to look back at previous blog posts on your own website is a great way to gain inspiration for topics.
Much like creating the spin-off content, we mentioned earlier, gaining inspiration from old articles is a great way to put a fresh spin on a piece that you’ve already talked about before. What’s more, it reduces the need for new extensive research and ensures the piece is definitely something your audience is searching for and will be interested in.
The way we consume content is changing. While long-form blog posts prove extremely popular, today’s world engages more with short-form content that is easily digestible such as quotations, images, video snippets, and infographics. This is because we have shorter attention spans than we used to.
Creating short-form content from longer articles is a great way to summarise what’s being said in a more digestible format. It’s more accessible to your audience and often better for mobile users. A few great examples of short-form content include:
Infographics
Video tutorials
Social media posts
Marketing emails
If you haven’t heard of video articles, they are videos of up to 5 minutes in length where a person talks on a specific topic. Video articles are often uploaded to websites, social media, and YouTube to attract wider audiences and promote brands.
Video articles are a brilliant way to repurpose old content to benefit your business. According to Social Media Today, “video marketing remains the best performing digital content type, driving more views, more engagement and more response than any other social posting option.” This is why an increasing number of brands are repurposing old articles and reports into video formats. With the help of video content, you can make even the longest and arguably most uninteresting subjects engaging and interactive.
Videos let you repurpose everything from short-form to long-form content in a style your audience will connect with best. This will not only increase engagement and organic traffic but will help you reach a wider audience through increased search engine visibility. To make the process of repurposing content into videos easier and more efficient, you can use VEED. It provides a user-friendly platform to edit and trim your videos precisely, allowing you to create compelling video articles that will connect with your audience in the best possible way. By incorporating this tool into your video creation process, you can enhance the quality of your video articles and maximize their impact on your audience and brand promotion efforts.
Producing new and exciting content for your audience on a regular basis can be challenging and many writers fear that one day they will simply run out of ideas. This is where user-generated content comes in particularly useful.
User-generated content (UGC) is a type of media that is created by your users. This can range from product reviews to social media mentions. Sharing user-generated content is a great way to save time on content creation and keep your social media feed relevant and engaging, while gaining the trust of your consumers.
Did you know that nearly nine out of ten consumers around the world read product and service reviews before making a purchase? What your customers have to say matters. So, whenever you receive a commendation on social media or a great review on your website, you should always share it. UGC could be one of the most valuable business tools there is.
There isn’t much that needs to be said on this point as the title is fairly self-explanatory. However, extracting quotes from existing articles is a great way to earn new traffic and gain new audiences.
You can pull quotes from interview pieces, articles, social media posts, customer reviews, and from the homepage of your website to boost your brand engagement, promote your website, and increase organic traffic.
This is a great option if you are running out of social media posts, ideas of things to share with your audience or if you’re a small business owner and your attention needs to be elsewhere during a busy period. It’s quick, easy, and a great way to promote your business.
Do you utilise the power of email marketing for your business? Email marketing is a great way to boost brand awareness, increase audience engagement, and promote your content. In fact, one of the easiest ways to repurpose content for your business is to share old articles within weekly or monthly content roundups.
A content roundup is where you share a bunch of content at the end of the week with your audience. This is a great way to promote pieces that may have been missed and articles that received very little traffic. Often, your audience needs to be reminded to read your articles and providing content roundups is an organic yet effective way to do this.
Content creation isn’t a quick and easy process, it takes time and effort. However, there are strategies that will maximise the effects of your efforts and content repurposing is one of these. We hope this article has provided you with some useful tips and unique insights into the world of content repurposing and the many benefits it can provide for your business.
This article is a guest blog written by Maxine Bremner. To contribute a guest post to Workast.com, please complete the expression of interest form here.
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