Re-purposing Content

Just image if you had to continually come up with fresh new content each and every time you wanted to write a blog? If you are a dedicated blogger, then you will burn out in a reasonably short time if you write one blog for one purpose only, over and over again. So how do the smart bloggers manage their content and keep it interesting? They invest in re-purposing it.repurposing-content-computer

Re-purposing content is a saying you may have heard thrown around in recent times, which basically means to re-use your content for more than one purpose, more than one platform. That is working smarter and efficiently.  One of the best places to get inspiration as to what posts you may re-purpose is your Google Analytics.  Look at which posts are most popular and work on an oldest first basis although they may want a little refresh to ensure they are still relevant.

So, What Does it Mean to Re-purpose Content?
When people think about repurposing content, they immediately assume it has to do with republishing content (copying and pasting it somewhere else online). Repurposing content has to do with reworking an article or social media post for a particular audienceOR a particular format. It has to do with extending the life of a post or piece of content that you feel still has more to give by changing it and making it appeal to a different segment of people or people on another social channel.

Ideas on where and how to re-purpose your blog posts:

  • Convert them to a SlideShare presentation
  • Take a series or string of similar posts and convert to a free eBook
  • Share as an infographic
  • Add a ‘popular posts’ feature to your sidebar of your website
  • Convert to a video and share on YouTube
  • Use links to posts in your email marketing
  • Link internally to other relevant posts
  • Use your content to write your own book
  • Turn your post into a podcast for your readers on the go
  • Host a webinar or make a video where you talk through an article
  • Summarise most popular posts in a newsletter on a specific theme
  • Turn posts into a series of tip images you can share on social media (breaking up the blog into sections)
  • Keep sharing old posts on social media channels
  • Use an old post as a feature for your newsletter
  • Use posts as content for an online course
  • Write a part-two follow up for a popular post (clearly if it was popular the first time, they want more)

In this fast paced, throw away world, why throw away your good content? When you write evergreen articles, they will stand the test of time, so when you are planning your content marketing calendar think about subjects that solve your customers’ problems.  That way your content becomes their solution and you become the master in that field. Makes sense doesn’t it?