Repurposing already successful content is a key tactic to extend content value, impact and reach. Read how to make the most of your content.
Are you struggling to come up with new content or creative ideas? Perhaps you’re too busy to focus on content creation, or are stuck with a case of writer’s block?
It takes a lot of time and effort to create content that resonates with your audience and deliver value back to your business. Therefore, once you have a strong content hub of well-targeted content assets, you’ll want to maximise its potential.
Repurposing and revamping top performing content is a great way to extend value and reach new audiences. For example, you might choose to adapt a single piece of content into a different format, update it with new statistics, or create content from your original piece that considers a new angle. Benefits of repurposing content include:
50% of B2B content marketers have an issue creating content on an ongoing basis (HubSpot)
There are two main ways to repurpose your content. You can either republish it (update and repost it) or recycle it (use the original content as a foundation for a brand new piece or format of content).
If you have a quality piece of content, you want to promote it to your buyers - wherever they are. Republishing is the act of reposting a piece of quality content, (often a blog, guide or infographic), on other buyer-relevant websites, with proper credit given to the author.
However you can’t just take an article and plaster it all over the web. To avoid falling foul of search engines and to prevent duplicate copy issues, when republishing, you must:
When republishing content, there are also a few best practices to consider:
As an example, take a look at this piece of content we have republished on Medium.com.
You’re not finished yet with that great piece of content! As well as republishing content, you also have the option of recycling content - keeping the same relevant message, but telling the story in a different format. Key ways to recycle content include:
Content can be reproduced/ recycled in different formats, for example a blog may work well as a podcast, infographic, eBook and more. But to be sure new, recycled content remains as effective as the original piece, you should consider the ACE method when recycling content:
Adjust - Assess what needs to be added or removed from content, and adjust
Combine new related content pieces, or new insight, to add new value and meaning
Expand - See if there’s any aspect of your content you can expand on.
Your recycled content shouldn’t be limited to blogs or eBooks. There’s a wide range of content formats to explore - and buyers continually change their preferences on the types of content they like to interact with. So consider how you might reformat that great post into a checklist/ video/ webinar/ app/ whitepaper/ podcast/ tutorial/ slideshare and more. Then if your recycled content is successful, recycle again! The options are infinite.
An eBook is a great example of larger content that can be recycled. In this case you might take each chapter of your eBook and turn each into a stand-alone post. With this option, remember to link each blog back to the original eBook, and link between each chapter to create a relevant hub of content.
Conversely, you can pull together related posts that have already been published and recycle them into a larger content item such as an eBook or guide. As long as your collated content all relates to the same, buyer-resonant topic and delivers a constant message, this is a good repurposing method.
Evergreen content is content that remains current long term. Over time, this allows it to compound a greater level of traffic, so you’ll continue to see strong value from your content efforts
Your original content may have quoted statistics or information that is now out of date. In this case, updating with new stats can be a good way to rework and republish content. Then, if your newly updated posts continue to resonate, you can repurpose them into a range of formats. Guides, reports, studies and whitepapers in particular are good formats for statistic or data based content.
Before recycling a piece of content, be sure to:
With all content, regardless of whether you’re creating new, republished or recycled pieces, it’s important to always consider your persona, their challenges and purchasing pain, and to map content back to your personas position within the buyer’s journey to keep it relevant and effective.