Content Creation Tips: Repurposing Old Content

For many of us who are responsible for content creation, it’s vital to be able to come up with unique, innovative material on a regular basis. Content can refer to many different types of material — anything from blog posts and articles to white papers and eBooks. Having a diverse body of content at your disposal is always a good idea, but it’s not always easy to crank out new ideas or come up with engaging new campaigns. Fortunately, there’s a solution that not only helps you keep content flowing but also allows you to make the most out of your valued material.

Content leverage is the process of repurposing old content in multiple ways in order to get the highest return on investment from each piece of content.

Developing Smart Content Derivatives

 When content is repurposed in a wise manner, it‘s capable of increasing your website‘s traffic and conversation rates. For example, a single blog post can be used to generate multiple pieces of content that connects and engages your audience on multiple channels. It also facilitates the buyer’s journey that helps to drive the effectiveness of content marketing. Changing the format of your content can give it new life.

  1. White papers: If you‘ve written a series of posts that center around a single topic, consolidate them into a longer white paper in order to bring in new leads. Taking this a step further, make your white paper stand out by including video and podcast recordings. Changing the format of a piece of material allows you to create ‘new‘ content without spending too much time on it.

There’s Power in Numbers

Another reliable way to breathe new life into your content is to construct lists. Lists are the perfect way to break down valuable information into bite-sized bits for your readers. An effective way to make an engaging list is to combine several blog posts and/or articles into one comprehensive piece of content. Collect three to five posts on the same topic, put on your thinking cap, and get creative!

How Can Repurposing Content Benefit My Business?

As your content reaches out to your target audience and serves as the voice of your business, it’s crucial to ensure that your content (both original and repurposed) doesn’t fall flat.

  • Repurposed content can help you get improve your SEO. Search engines will register repurposed content separately than original posts, which gives you the opportunity to target a desired keyword or subgroup your audience.
  • Reach a new audience. It’s easy for your target audience to miss one piece of content — repurposing material for different mediums and channels allows you to connect with audience members at a time and place that is convenient for them.

  • Gain extra integrity. Publishing top-tier content in a variety of places and in multiple forms can help your business‘ credibility and positions your content marketers as industry experts.  

No matter how you look at it, repurposing your content can help your business in big ways. Content derivatives can save you time and money, and it allows you to connect with your target audience in an efficient and effective way.