How content repurposing can help to boost your brand’s reach, and how to do it

How content repurposing can help to boost your brand’s reach, and how to do it

Polly Kay

Polly Kay
24th August 2018

Content repurposing can help you to reach new audiences of potential followers or buyers, and keep your existing followers engaged and coming back for more. This can help you to spread the word about what you do and what you offer, and allow you to expand your reach and establish your authority.

Content repurposing is also a great way to offer your audience what they are interested in and want to learn more about, and in the format that they respond best to. Making your content available to your audience in a range of different formats means that you can reach out to and engage with people who might otherwise pass you by, offering a valuable opportunity to gain new buyers, or people who share your content and tell others about what you do.

Additionally, content repurposing is in many ways easier than creating brand new content from scratch, and posting a mixture of new and repurposed content side by side can help to add depth and interest to your wider marketing collateral.

If you are wondering if content repurposing is worth the effort or aren’t quite sure what is involved and how to get started, this article will explain what you need to know before you repurpose content, and why you might want to consider doing so.

What is repurposed content?

Repurposed content is content that you have already produced and shared with your audience in one format (such as a blog post) which you then revise or restructure into a new format, such as a podcast or vlog.

The repurposed content might follow exactly or almost exactly the same structure and content as the original but presented in a new way, or it may deviate from the original to a small or large degree in order to fit its new format or audience demographics – or to add to or update the original content’s message.

Virtually any content format that you can think of can be repurposed into virtually any other content format too, including turning text-based content (like a blog post) into other text-based content (like a white paper) or into a different format entirely, such as a podcast or infographic. The same is true in reverse; audio, video or pictorial content can also be turned into text content, or any other format of your choosing.

Content repurposing can be undertaken on a large scale, such as by converting large volumes of your existing content into a new format, or a much smaller scale, with just one piece of content. You can even use a piece of content to produce social media post snippets and teasers to drive traffic to your main content as a form of content repurposing too.

How can repurposing content add value to your brand?

Content repurposing enables you to maximise the ROI of your original content, as well as allowing you to update or expand upon your core takeaways to provide value for both brand-new prospects and those that may have already checked out your original piece.

Repurposed content can be tweaked and honed to reach out to new or different demographics to those which appreciated your original content, by headlining the salient points of interest for each different niche or audience sector.

The main value of content repurposing is that by offering your content up in a variety of different formats, you greatly increase your chances of engaging the largest possible number of viewers, listeners or readers.

Everyone has their own preferences about their favourite content format. Some people prefer to read a long-form article, whitepaper or blog post, whilst others like to take in content on the go, perhaps with a podcast that they can listen to in the car.

Many people would rather watch a video or digest information in infographic form rather than reading pages of prose, whilst others will immediately click away from content that involves audio or video rather than the written word.

A preference trend for visual content has long been on the rise across the internet-using public across all levels of education and social status. Research conducted by Webdam in 2017 found that the general public’s verbal intelligence is falling and visual intelligence rising in its place, and that 85% of website viewers are more likely to make a purchase after seeing a video rather than reading text.

Stats like these are borne out by social media analytics too, and social media posts that incorporate images get 94% more views than those without.

These often unconscious yet firmly established personal preferences mean that if your content isn’t presented in a format that any given prospect wants to engage with, they may not read, view or listen to it; even if your message would provide value and interest in terms of the information it contains.

Repurposing content to increase your audience reach

Before you begin repurposing your content to increase your audience reach, you first need to get to know your existing audience in depth and also, learn about the preferences and usage patterns of those potential prospects that you may be missing out on.

By reviewing the various analytic tools that you already use to monitor the performance of your content, you can gather a range of data that will allow you to make a critical assessment about your best-performing content, and also, the format that your best-performing content is offered in.

For instance, if you usually share content in the form of blog posts but have also integrated the odd infographic post or vlog and have noticed that these are outperforming many or most of your written blogs, you need to ascertain if this is because of the content of those posts themselves, or the format that they are presented in. Certain types of content and information sharing naturally lend themselves well to repurposing and so, may be obvious candidates for the repurposing treatment.

If you are trying to target a new audience niche or a demographic that is something of an unknown to you, conduct plenty of market research into the types of websites that these internet users visit regularly, the type of content they want to see, and vitally, how they prefer to digest that content.

How can you repurpose existing content?

Pick virtually any two different content formats that you can think of, and the chances are that if you take the right approach to doing so, you’ll be able to repurpose one into the other quite effectively.

Here are some of the most popular content formats that can be repurposed into alternative options that you might want to consider trying out:

• Blog posts.
• White papers.
• Social media posts.
• eBooks.
• LinkedIn articles.
• Podcasts.
• Vlogs.
• Video tutorials.
• Webinars.
• Infographics.
• Data tables.
• PowerPoint presentations.
• SlideDecks.
• Newsletters.
• Mailshots.
• Case studies.
• Company profiles.
• Press releases.

This list isn’t exhaustive but does cover many of the main, most common content formats that can be repurposed into other formats, or converted from one format to another.

Choosing the right content to repurpose

Before you can decide upon the right format to repurpose original content into, you first need to determine the right content to use, and there are a number of factors to bear in mind when you do so.

Beginning with a piece of content that has performed well in its original format – particularly if it has been live for a while and continues to attract new and repeat visitors – is generally a safe place to start when it comes to deciding on what content to use. This is because you already know that the content and its message or core takeaways are strong, which will allow you to measure the success of your chosen new content format against a known variable, taking out some of the guesswork that can be involved in the attribution of the repurposed post’s success or failure.

On the other hand, if you have a piece of content that you are proud of or that has a message that you think is important but that doesn’t seem to be achieving its full potential, it might simply be the content’s format that is holding you back. This means that you might want to consider repurposing content of this type as well, to see if you can increase the reach of your original message.

Five suggestions on content repurposing formats to try out, and why

If you’re looking for a little more direction to get you started with content repurposing, here are a few suggestions to consider.

Blog posts to podcasts

Blog posting is popular with businesses because blogs boost organic SEO and provide value and a reason for your followers to keep returning, but some people simply don’t enjoy reading blog posts, or find that other content formats are easier to understand and process.

Turning a blog post into a podcast allows you to repurpose written content into an easy to digest and very versatile format, which your reader can pause and return to when they have a spare moment, or digest on the go whilst driving or exercising.

eBooks to blog posts

Producing informative or interesting eBooks is a great way to build authority, incentivise buyers or followers, and present detailed information or learning opportunities in a comprehensive manner.

That said, the long-form nature of eBooks puts many would-be readers off. Even if your eBook is quite short, the very name “eBook” implies a detailed, time consuming read, which requires some commitment from your prospects. This is particularly true of eBooks that are offered in return for an information capture, such as a mailing list signup.

Splitting up the pertinent takeaways from your eBook and breaking them down into condensed individual chapters reposted on your blog means that your original content can be used to appeal to new audiences, and even to incentivise a download of the original eBook itself.

Webinars to SlideDecks

Webinars are a brilliant tool to spread information and generate a buzz, and successful webinars are often talked about and referenced by their participants long after the event. However, to get the greatest value from a past webinar that received a lot of attention, you need to find a way of getting the original content’s points across to people who may have missed the webinar itself, or who would be interested in joining a future one.

Creating SlideDecks from a webinar’s content can allow you to generate interest in your past webinar, reignite the buzz, gain new followers, and create excitement about future webinars you might be holding too.

Data tables to infographics

Posting raw data tables can provide information to your readers who may want to process or use that information in different ways, offering the freedom of flexibility and inviting the reader to draw their own informed conclusions from the data they are viewing.

However, converting data you have shared before into simple to digest infographics can help to take some of the effort out of reading and processing data tables, and they’re also highly shareable.

White papers to vlogs

Writing white papers can raise your profile and appeal with audiences who might be considering buying from you, and they can also go a long way towards raising perception of your authority and expertise within your niche.

However, like eBooks, not all of your prospects will have the time or inclination to sit down and properly read and process a comprehensive white paper, even if it contains valuable information that they could benefit from.

Using a white paper as the basis of a vlog will permit you to get your content seen by prospects who are more visual in terms of their preferences, and that want to watch information rather than reading it. As is the case with many other content repurposing formats too, presenting your content in a new format like a vlog can also raise interest and promote downloads of your original white paper as well.

Combine content repurposing with original content creation for the best result

There’s an awful lot of mileage in content repurposing if you choose the right original content and new format, particularly if you have significant amounts of original content to choose from.

Creating new content regularly is important as well, and to make the most of content repurposing, you should intersperse new posts with repurposed content and also ensure that your repurposed content promotes and links back to the original, to double your chances of success.

Make full use of all of the analytic tools at your disposal when trying to decide what content to repurpose and what format to convert it to – and remember that you can also repurpose content by refreshing or updating it in its original format to add information or update older posts.