As a marketer, you’ve got a lot on your to-do list. From generating leads to connecting with prospects to closing deals, the list is long. On top of all that, you have to post fresh content on multiple marketing channels.
What if you run out of ideas? Or you don’t get time to publish new articles?
The solution is to repurpose existing content. It might mean converting an article into a YouTube video or a social media post.
How Can Content Repurposing Increase Your Brand Engagement
No matter how feature-packed your product is, you need to communicate with your customers. High-quality content is an effective tool to convey your message.
But, in this era of TikTok and Instagram, would everyone read your blog? Part of your audience will prefer videos, while others would love an informative article or even a podcast.
Thus, content repurposing can help you address all your target audience groups.
You can create a single piece of content, like a how-to post, and then make a video or a LinkedIn carousel. This strategy keeps your customers interested and makes them come back. Further, you’ll attract new audience groups and steer them toward your brand.
So, repurposing existing content elevates your brand engagement while reducing the content creation burden. You can recycle less successful content into new formats to gain fresh traffic. For instance, a boring ebook can become a series of short articles. Publishing several types of content can uplift your brand’s search ranking.
Repurpose Content With a Purpose
When approaching the repurposing of content, content teams should consider the following steps:
1. Analyze existing content: Start by reviewing your existing content to identify pieces that have performed well and are suitable for repurposing. Consider factors such as engagement rates, page views, and the relevance of the topic to your audience.
2. Determine the purpose: Determine the purpose of repurposing the content. Are you trying to reach a new audience, update an old piece of content, or present the content in a new format?
3. Identify the target audience: Identify the audience you want to reach with the repurposed content. This will help determine the best format and platform for presenting the content.
4. Choose the format: Select the format that works best for the repurposed content and your target audience. This includes video, infographics, podcasts, social media posts, or even a series of emails.
5. Update the content: Update the content as needed to ensure it is relevant and accurate. This may involve updating statistics, adding new information, or removing outdated content.
6. Optimize for the platform: Optimize the repurposed content for the platform where it will be published. This may involve adjusting the length, formatting, or tone of the content to better suit the platform and the audience.
7. Promote the repurposed content: Promote the repurposed content through your social media channels, email lists, or other marketing channels to reach your target audience.
Actionable Strategies to Repurpose Content
1. Convert Blog Posts into Short Videos
According to a Wyzowl survey, 95% of marketers claimed that using videos for content marketing has amplified brand awareness.
Start your content recycling journey by converting blog posts into videos. If it’s a long-form article, you can develop multiple short videos. Here’s how to do it:
- Break the article into simple points
- Use conversational language and catchy dialogue
- Keep 4-5 sentences for every video frame/slide
- Add interesting background music
- Include attractive visuals
Then, post these videos on your brand’s YouTube channel. Share the links on social media platforms like Facebook.
2. Use Social Media Replies to Create a FAQ Page
Use questions people publish on your social media posts. For this, look for repeated questions or issues your audience raises. Then, turn these questions into a separate FAQ page.
Having a clear, user-friendly, and SEO-optimized FAQ page can help:
- Prevent repetitive queries from reaching your customer support team
- Reduce the complexity involved in the decision-making process of the customer
- Present your brand as a trustworthy business that listens to its customers
- Boost the organic rankings of your website and increase visibility
The FAQ page can include the common user problems about your brand. These answers must be brief and informative. If there’s more to the answer, add a link to an article, white paper, or video.
3. Transform Videos Into Instagram Reels
Did you know that Instagram Reels have a potential ad audience of 758.5 million? So, how can you constantly come up with new ideas to capitalize on this market? Repurpose existing content like your landing page and YouTube videos.
Reels are usually about a minute long. Unlike traditional advertisements, the aim of Reels is not to directly advertise your products or services to the audience. Instead, Reels are for sharing informative and interesting content.
Go with fun ideas, like behind-the-scenes from your day at work or leverage current trends to help your audience relate better to your brand.
4. Create LinkedIn Carousel Ads From Articles
LinkedIn is an exceptional platform for business expansion and brand outreach. Carousel Ads have emerged as an impactful method to attract the attention of customers. To make carousels, follow these steps:
- Repurpose existing content from articles or ebooks and convert them into a slide deck
- Use easy-to-understand ideas on each slide.
- Add catchy visuals to each slide
The major benefit of Carousel Ads is their ability to hook the customer. You can create and narrate a story around your topic using different cards to invoke curiosity among the viewers. Remember to include a call-to-action option in the last card to make it easier for users to visit your website.
5. Craft Infographics From Existing Content
Do you know that most of your content formats can be a goldmine for infographics?
Pulling data and facts from blog content, video, or social posts can lead to insightful infographics.
The purpose is to attract your audience’s attention, and short sentences combined with multiple colors and illustrations are more likely to convince them to engage with your content. Breaking the idea of your posts into easy-to-read points will increase readability..
You can combine multiple posts or articles to create a single outstanding infographic. Mention any sources and add links wherever necessary. Also, update the data regularly to maintain relevance.
Repurpose Content for Your Brand
When repurposing existing content, you maximize your available resources. You also create something your audience loves and not some run-of-the-mill content.
About the Author
Vyshnav is an avid marketer with a keen interest in content and SEO. He’s leveraged the power of content marketing for several clients across the globe. Besides his expertise in off-page SEO and content planning, he’s also building his knowledge of blockchain, cryptocurrency, and web3.