Repurpose, Recycle, Reignite: The Powerful Life Cycle of Quality Content

It’s all there just waiting to be refashioned into another powerful piece of content. There’s no need to reinvent the wheel. 

Hours spent creating quality content has more value than many people realize. Within the content creation process is a mind-numbing amount of ideation, research, rethinking, finessing, editing, and ultimately delivering refined, purposeful articulation of a brand.

Finding the extensive value in quality content is demonstrated when the relevant nuggets of information are repurposed and used in many different forms: blogs, social posts, case studies, landing pages, news releases, podcasts, ads, webinars, infographics, and more.

Some of the most obvious benefits of repurposing content include increased reach, saving time, and ongoing cost-effectiveness. Simply stated, maximizing your existing content is just plain smart.

Identifying Repurposing Opportunities

For starters, analyze your most successful content pieces, from web content to blogs, social posts, and case studies. Select what resonates most with various personas. 

Determine the target audience for each piece to speak to the designated personas. Then assess the potential for repurposing based on content format and topic. 

A reliably safe bet for repurposing is Evergreen Content, which is content that is continually relevant for readers, regardless of how much time goes by. Examples of Evergreen Content include, Case Studies, How-to blog posts/eBooks/Guides, and In-depth Research.

Repurposing Strategies

Transforming blog posts offers many variations of repurposing such as:

• Create social media graphics – Adding graphics to your social media adds a fresh dimension to the content.
• Develop video content – Crafting video content from blog posts gives a boost to your brand. Video is relevant and often preferred.
• Craft engaging email newsletters – A strong blog post contains the key elements to use in a newsletter, pinpointing the takeaways.

Leveraging webinars and podcasts can be a goldmine of relevant content:

• Create blog posts with highlighted key takeaways – Using recordings from webinars and podcasts, robust blog posts can zero in on what you want customers to remember. 
• Develop social media content with highlights – Social media content constructed from details pf a webinar and/or podcast is a way to cut to the chase and present key takeaways.
• Produce short video clips – Excerpts or clips from webinars and podcasts can be embedded with social posts and blogs adding strength to your CTA (call to action).

Repurposing visuals

• Turn infographics into social media posts – Often infographics bring key elements front and center, making it easy to extract content and reformat it for a social media post.
• Using images for product presentations – Images used for product presentations are important and the lifespan can be long or short. Make use of the images while they are relevant.

Creating video content with image slideshows – Adding some life to image slideshows to create a video usually requires a strong, professional voiceover. Creating video content this way can also be a money saver.

Tools and Resources

There are numerous tools available for content repurposing. Some of the most popular include: Canva, Adobe Creative Suite, and video editing software). Here are a few links for other online resources and tutorials you might want to explore. Semrush Repurposing Tools,  Megademic Repurposing Tools, Free tools for repurposing content  

Key benefits of content repurposing are numerous. Keep this mind as you're reviewing what content is the most usable for repurposing. The most effective benefits include:

• Increased audience reach
• Better utilization of resources 
• Increased engagement and interaction
• Improved SEO
• Long-term content sustainability
• Cost-effective marketing strategy
• Enhanced brand recognition and recall

If you’re unsure about where to start, try a few different formats or platforms that have easy-to-extrapolate content. For instance, a strong, well-written blog can easily become an email or an email campaign. Here is an example of turning a blog post into an email:

Turning Blog Posts Into Emails

The main takeaways from your blog post can become an effective email. Depending on how much information you shared in the blog post, you may be able to pull two or three emails from it.

Using the information in this blog post, you could create additional email topics such as these: 

• Email 1 – Why you should start repurposing content.
• Email 2 – Strategies you can use to repurpose content.
• Email 3 – Five examples of content repurposing

If you need help with lead generation or ways to improve your SEO, Witmer Group has experts who can dive into what you need and suggest fast, easy solutions that work. Go here for SEO and much more.

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