By Adriana Santiago, Internet Marketing Consultant
It’s no secret that content marketing is valuable for the success of your marketing efforts. High-quality content adds value to your website, delivers more traffic, keeps audiences engaged and persuades them to take a particular action.
Content not only is integral in establishing your brand and delivering the right messages to your audience, but it also has a key impact on your SEO strategy because new content allows your website to rank for a more diverse set of search queries that corresponds to actual consumer searches. As search engines get smarter, high-quality content is one of the key components they look for.
For this reason, we see millions of businesses creating and publishing various forms of content marketing every day:
With the quality, uniqueness and relevance of the content all being so crucial, many businesses can feel overwhelmed with the amount of unique, high-quality content they need to produce on a timely and recurring basis.
One of the biggest issues with producing highly timely and high-quality content is trying to attain the exposure you want. You may spend hours on one blog post or a visually appealing infographic, for it to only be seen by a handful of your audience.
You can increase SEO potential, reach new and wider audiences than before and decrease the time it takes to produce entirely new and valuable content. It’s for this reason that repurposing content is an easy way to leverage existing content to increase exposure.
What Is Repurposing Content?
Utilizing existing content that you have produced and using it in a different format or media.
What Type of Content Should You Repurpose?
There are a couple of factors you should consider before choosing the content you’d like to repurpose. First, timeliness. Marketing trends are constantly evolving, so you should look for content that was relevant when you posted it but is still relevant now.
Next, relevance and quality are other factors to consider. Is the topic still relevant to your potential clients? Is it well-written and easy for your audience to digest?
How to Identify the Content You Should Repurpose
Start off by reviewing your Google Analytics data for your most popular content. Review your audience, acquisition, behavior and conversion reports to help determine who your audience is, what they are searching for and what content you're already providing that they are interested in. Evaluating key metrics such as amount of sessions per page and average time on the page will help identify what content was most popular amongst your audience and which pieces of content are best to “breathe back to life.”
If you are not familiar with Google Analytics and similar tracking and reporting tools for your website, please feel free to reach out to one of our experienced Internet marketing consultants at Page 1 Solutions to discuss what this means for your digital strategy.
Five Ways to Repurpose Your Content
1. Turn a series of blog posts into an eBook:
If you maintain an ongoing blog for your practice, chances are you have already created blog posts about key topics of interest and have done the research to include statistics and data for these topics. Why waste time redoing all this research?
Instead, you can use a series of related blog posts to turn this into an eBook for your audiences. eBooks are valuable for branding awareness and collecting user information (such as email addresses), and they allow you to further educate your audience in a visually appealing manner. More importantly, they show your audience your breadth of knowledge on one or more of your services, which in turn will lead the audience to identify you as an expert in your field.
2. Turn a blog post, article or eBook into a series of social media posts:
With so much to digest on social media platforms, businesses face increasing difficulty in catching the attention of users on these platforms. Platforms such as Twitter restrict posts to 140 character limits, giving business owners very little room to get their message out.
But using interesting statistics from past blog posts and articles can help capture your audience's attention by using a “shock value” approach. “Did you know?” facts that are interesting to your target consumers can quickly and easily capture their attention and get your message across. You can then link articles to your blog posts on your website to help those who want to learn more, which then drives more traffic to your website.
3. Turn blog posts into infographics:
With dwindling attention spans and multiple platforms, you need to captivate your users more quickly. Visual content is a good way to summarize your message from your original blog post or article in an easily digestible format.
Creating visually appealing infographics that dynamically share interesting information in a new format help deliver your message in a fun, engaging way that will also encourage your audience to share the content in turn. You can incorporate popular topics from blogs and key statistics you use to turn what was once a piece of text into a condensed, easy-to-read, shareable piece of content.
4. Turn a webinar/podcast into a YouTube video:
Nowadays, live webinars and videos are becoming increasingly more popular. Third-party platforms provide users the ability to log on to a live webinar and learn more about your business and connect with you on a more personal level, but life gets in the way and not everyone can make it on time for the sessions they’d like to attend. For occasions like this, you can record and save your webinar and convert it into a video which can be uploaded to your YouTube channel and then posted on your social media for further exposure.
What about audio-only webinar?
While many webinars feature the speaker or a screenshare visual, some webinars are “audio only.” You can still upload the audio to YouTube and replace the background with a static image (such as your practice logo or a picture of you and your office) while the media plays in the background.
5. Turn video into blog posts:
While some users prefer reading up on a topic, others prefer the visual appeal of video clips to learn more. Video blogs are a good way to capture both types of audiences. For those who want a quick introduction to the topic, they can watch the video and then choose to learn more by reading the blog article accompanying it for more information. For those who prefer blog posts, they may be inclined to watch the video to have a better visual understanding about the topic you’re discussing.
Either way, video blogs tend to keep users on your website longer and and give more of a visual appeal to standard text-only blog posts.
There are many different ways you can repurpose your content, but the most important element to take into account is that your audience sees it. Investing your time in high-quality, relevant content is half the battle. The other half is delivering a message that positions your practice as an authority and encourages your users take action. The content is only as important as the value they give to your online marketing and lead generation.