Today, I’m going to give you seven reasons why it’s so important for every writer, marketer, manager, and brand to repurpose their content.
But first . . .
What is repurposing?
In simplest terms, repurposing is creating new content from existing content.
For example, you might choose to bundle a number of blog posts into an ebook. That’s exactly what Darren Rowse, founder of ProBlogger, did back in 2010. He turned his free “31 Days to Build a Better Blog” series into an ebook that is still sold and taught to students today.
Integrating this concept into your content development strategy can add an incredible amount of value to your business. Let’s look at seven benefits that come from repurposing existing content.
1. Repurposing saves you a lot of time
I don’t know about you, but sometimes I’m just way too busy. I don’t always have the time or the creative capacity to come up with a different topic, plan it out, and create something new.
And if you’ve ever dealt with writer’s block, you know this to be true. Sometimes the creative well dries up.
When I repurpose my content, my life is made significantly easier. I’m able to create great content with half the effort!
2. Repurposing gives you versatility
If you’re serious about content marketing, you should constantly be publishing content in a variety of forms – if only for the diversity it gives your brand.
And today, this is easier to achieve than ever before! There are plenty of content marketing tools you can use to help you create, repurpose, and market content in different forms.
Blog posts are great, but if the written word is the only content form you use, you’re severely limiting your brand’s influence. Without variety, you’re going to struggle to capture attention or hold it for a significant amount of time.
Repurposing forces you to add strings to your bow and employ different content forms. That’s always a good thing.
3. Repurposing increases your reach
Just as repurposing encourages you to utilize an array of content forms, those different mediums allow you to reach a greater audience as well.
First, content repurposing facilitates sharing across a much wider range of platforms. If you recycle a blog post by creating a short video, that video can now be posted to platforms such as Instagram, Snapchat, and YouTube.
And of course, different content forms resonate more with different people. Some people just aren’t readers. But while it’s difficult to get them to read an article or an eBook, they might gladly consume an infographic or a photo.
4. Repurposing increases conversion
Particularly if you’ve already built up an audience, repurposing can be exactly what you need to convert prospects into customers.
A lone blog post might not be enough to persuade someone to make a purchase. After all, a single medium is limited in what it’s able to present. When you repurpose content, you’re able to market your products from multiple angles.
This kind of diversity provides your audience with a more comprehensive view of what it is you’re offering.
And ultimately, this may be enough to convince a prospect to take the next step.
5. Repurposing multiplies your content output
You probably figured this out already. When you’re able to take content and repurpose it in 10 different ways, you raising the ceiling on how much content you’re able to produce.
Math certainly isn’t my strong suit, but let’s flesh out an example of how this looks:
Pretend you have an archive of 50 blog posts and each article covers a different topic. If you took each of those posts and reimagined them in 10 different ways, you now have 500 new pieces that can be posted, circulated, promoted, and consumed.
Your inventory of content just grew from 50 pieces to 550.
Here’s the best part – your repurposed content requires minimal work. Choose your medium, do a little extra research, and then produce your “new” content.
This way, you’re never caught on the back foot or put in a position where you have to scramble. You can easily get ahead on your content, schedule it, and continue to create on your terms.
6. Repurposing helps you rank higher in search engines
If you want to rank higher on search engines (and most people do), repurposing can help you achieve just that.
More content is always a good thing. It increases the probability of your content being shared or commented on, which is great for search engine optimization (SEO). But it also allows you to include links to your other content.
When you repurpose content, you're able to market your products from multiple angles. Click To Tweet
Note: Repurposing isn’t duplicating. Duplicating actually has the opposite effect on your search engine ranking. It will cause you to fall rather than rise, so make sure your repurposed content is a true recreation rather than a copy.
7. Repurposing makes you an expert
The more frequently you cover a topic, the more people start to see you as a specialist in that area.
And you know what? They’re right . . .
Every time you repurpose content, you usually pick up on something that you didn’t know before. Whether it’s another angle, an extra fact or two, or reinforcement of the things you already know, repurposing allows you to strengthen your knowledge of a given subject.
Are you struggling to create fresh content at a steady rate? Repurposing is a great solution to that problem.