Creating high-quality long-form content is an essential part of a successful marketing strategy, but it also requires significant time and resources – time and resources that most business owners simply don’t have!
But what if I told you that you could multiply the impact of each piece without having to start from scratch? That’s the magic of content repurposing: The art of taking existing content and reusing it in creative ways, then posting it in a variety of ways online.
I’m not talking about simply “recycling” your content — like posting your blog on your website as well as LinkedIn (a great strategy, but that’s just copy-pasting!) I’m talking about strategically reimagining your valuable content so it will mean your audience wherever they are.
Let’s get into how to develop the right strategy that will help you get the most from every single piece of content you and your team creates.
Creating a Content Repurposing Strategy that Works
When it comes to repurposing potential, not all content is created equal. A successful content repurposing strategy starts with identifying the digital marketing assets that you believe will deliver the best return on investment. Ask yourself the following questions:
What content is the most popular?
You can find the best pieces of content to repurpose by reviewing your existing data. Look for content that generated high engagement, substantial traffic, or valuable conversions. These pieces have already proven to resonate with your audience, making them prime candidates for repurposing.
What content has the most value?
Evergreen content, which remains relevant over a longer period of time, typically has exceptional repurposing value. Unlike trending topics that can quickly become outdated, evergreen pieces can be transformed and redistributed over and over again.
What content demonstrates high-level thought leadership?
Complex topics with multiple angles also present excellent opportunities for repurposing. For example, a written comprehensive guide can be broken down into focused social media posts, infographics that highlight key statistics, or a series of short videos that tackle individual aspects of the subject.
How to Repurpose Content Across Multiple Platforms
Are you ready for a mini case study to see how this works? One of the best things about content repurposing is its versatility. One high-quality piece can turn into dozens of platform-specific posts.
Take a podcast episode, for example. A single episode can be repurposed into several different types of content:
- Audio Podcast: Publish the full interview on popular podcast platforms, such as Spotify, Apple Podcasts, and Google Podcasts.
- Video Content: Record the interview on-camera, too, and post it on YouTube for those who prefer watching to just listening.
- Short-Form Video: Edit compelling 30 to 60-second clips of provocative questions or insightful answers to post on Instagram Reels, TikTok, YouTube Shorts, and/or Facebook Reels. I use Opus Clips to do this for my clients.
- Blog Post: Use the interview transcript to write a comprehensive blog article, optimizing it with relevant keywords for SEO. You may focus on just one portion of the podcast episode as the topic of the blog and expand on some areas that didn’t get explored during the podcast.
- Quote Graphics: Pull out powerful quotes and create shareable images for Twitter, Threads, Instagram Stories, and LinkedIn.
- Email Newsletter: Summarize key insights from the interview for your email subscribers. Link the content back to the original podcast post to gain more subscribers!
- Infographic: Pull out important statistics or processes mentioned during the interview and create an eye-catching infographic to share on social media.
- PDF Resource: If your content can be shared in a list format, such as helpful tips, a guide, or a checklist, design it into a PDF resource as a lead magnet.
Of course, you probably wouldn’t post all of these pieces of content on the same day. Here’s a sample timeline with a handful:
- Your audio and video versions of the podcast episode publish simultaneously
- Your short-form videos and quote graphics go out on social media later in the week, to remind people to go back and listen to that week’s episode.
- Your next monthly or twice-monthly email newsletter will feature the podcast episode.
- In a few weeks or months (depending on how timely the topic is), your blog post goes live.
Benefits of Content Repurposing for SEO and Audience Reach
Not only is repurposing good from a time-saving standpoint, but it can also extend your reach and drive traffic to your website or landing page. Google’s goal is to help people find answers to their queries, so if your content is relevant and helpful, it will start to show up in those search results. By having the same quality content show up in multiple ways, you are increasing the chances of your brand being associated with the topic!
After all, with each fresh piece of content, you have another opportunity to rank for relevant keywords. When you transform a blog post into a video, infographic, or podcast, you create multiple ways for people to find you and engage with your business. Doing this will help you capture audiences who prefer a variety of different content formats.
Remember, there’s a lot of competition for your audience’s attention. They won’t see everything you publish the first time around. Not only is the internet a crowded place, but people also consume content differently. Some prefer reading. Others favor listening or watching. When you repurpose your content into different formats, you increase the likelihood of connecting with different audiences.
Additionally, different platforms have different algorithms. Content that might get buried on one platform could perform exceptionally well on another. By repurposing strategically, you can optimize it for the specific platform on which you’re posting it!
Finally, consider the compound effect of content repurposing. When audiences encounter your expertise across multiple platforms, it reinforces your credibility and establishes you as a trusted authority in your industry.
Discover Content Repurposing Benefits with the Help of the Emily Writes Team
While content repurposing offers a number of benefits, you have to do it strategically. That’s where having a great content team can amplify your efforts!
Here at Emily Writes, my team and I are masters of repurposing content. We also know which types of content perform well in different industries, as well as what formats work best on each platform – websites, social media, etc. For example, a post that will take off on LinkedIn will look completely different than something that goes viral on Instagram or captures organic traffic as a blog post.
Ready to multiply the impact of your content without multiplying your workload? My team can help! We can help you analyze your existing content, identify high-potential pieces for repurposing, and develop a customized content repurposing strategy that aligns with your brand’s goals.
Don’t let your valuable content go underutilized. Request a consultation today to discover how to maximize content reach and drive organic growth using long-form content!