The power of repurposing old content
8 min read
8 min read
by Milica Stankić
In today’s fast-paced digital world, content marketing has become essential to any successful marketing strategy. But creating new and fresh content on a regular basis can be time-consuming and resource-intensive. That’s where the power of repurposing old content comes in. Repurposing existing content entails using it in fresh ways to increase its usefulness and attract new audiences. This allows businesses to save time and money while still implementing a consistent content marketing strategy that appeals to their audience of choice.
Reusing previous content, however, has more benefits than merely time and resource savings. Additionally, not only can it help expand a business’s audience and improve content engagement, but it could also strengthen brand messaging and voice. In this blog post, we’ll look at the advantages of repurposing outdated information, the various types of content that can be done, repurposing tactics, and how to use this repurposing to your advantage. Let’s start with the basics and learn the benefits of using old content in your content marketing strategy.
Repurposing old material can benefit brands in a number of ways, including time and money savings, increased SEO and organic traffic, audience expansion, improved content engagement, and reinforcement of brand messaging and voice. These advantages can help businesses increase the effectiveness of their content marketing initiatives while requiring less time and money to develop fresh material from scratch. We’ll examine each of these advantages in more detail in this part, as well as how brands may use reusing previous material to further their content marketing objectives.
1. Sustainable use of resources and time
Reusing existing material can help you avoid wasting time and resources on creating fresh content from scratch. Brands can concentrate on developing fresh content that covers any holes in their content marketing plan by repurposing existing material and optimizing it for various platforms and channels.
2. Boosting SEO and organic traffic
By extending the reach of existing content, repurposing old material can help improve a brand’s SEO and organic traffic. Brands can repurpose outdated content and optimize it for fresh keywords and search terms to improve its position in search engine results pages (SERPs) and increase organic traffic.
3. Attracting fresh readers
Repurposing previous content can help brands reach new audiences and engage with existing ones who might have missed the original or preferred content in other formats. Brands can reach people who may not have interacted with the original material by repackaging it in new formats and spreading it through various channels. The success of content marketing can be attributed to this strategy’s ability to assist firms in becoming more visible and increasing website traffic.
4. Improving content engagement
By giving audiences new, current, and pertinent content, repurposing previous content can help enhance content engagement. As a brand, you can improve the quality and relevancy of previous content by updating and repurposing it, boosting engagement and share rates on social media and other platforms.
5. Developing brand voice and messaging
When you ensure that a brand’s marketing is consistent and cohesive across all channels and platforms, repurposing existing material may strengthen its branding and voice. Brands can strengthen their key messages and values by recycling previous material. This way it will verify that their audience preferences the same message no matter the format or platform.
Old content can be repurposed by being modified into a new format, repackaged for a different platform, or presented to a different audience. Below are some of the most typical content categories that can be repurposed:
Various new forms, such as social media postings, email newsletters, infographics, videos, podcasts, and more, can be created from blog posts. To extend the life of their blog posts and keep them current, brands can also update and refresh them with new data or a different viewpoint, which can work out as if it was new content.
Videos can be edited into more than ever popular reels for Instagram or TikTok and other social media platforms, blog posts, email newsletters, and other uses. To make those videos more accessible to a larger audience, brands can also add transcripts or captions that should be engaging and interesting but never too long, as the focus should still be on the content of the video.
Infographics can be used to create blog posts, graphics for social media, email newsletters, and more. To keep their infographics current and relevant, brands can also update or renew them with fresh data or information. Incorporating visuals into the existing text can provide an enriching experience and serve as an added bonus.
It is possible to reuse different podcasts to create blog posts, articles, social media posts, email newsletters, and other written content. Brands can also use the content from these formats to produce transcripts, summaries, or highlights that they can share with their audience that prefers reading the content to listening to it.
Repurposing previous material can be an effective approach to increase the usefulness of your current assets and extend the life of your content. Here are several methods for recycling previous content:
Adding fresh information, facts, or a new perspective to outdated content is one of the easiest ways to repurpose it. This can give outdated information new life and increase its relevance and value to your readers.
As mentioned in the previous part, brands can recycle content by repackaging it for various channels or target markets. To reach a larger audience and boost interaction, a blog post could be transformed into many different types of content, for example, video, infographic, or social media post.
By integrating several pieces of information into a new format, such as turning a series of blog articles into an eBook or a collection of social media posts into an infographic, brands can reuse old content. This can assist in giving your readers a more thorough and useful resource.
Brands can also repackage outdated material for other stages of the customer journey, such as the awareness stage, or turn customer testimonials into case studies for the decision stage. By doing this, you may be able to deliver more pertinent and tailored information to your audience at every stage of their experience.
Let’s look more closely at how to put a content repurposing strategy into practice now that we’ve discussed the advantages and tactics of doing so. Here are a couple of steps that you can take:
Review your current content: Take an inventory of your current content to find the elements that can be reused first. Look for content that has previously performed well, has ongoing appeal, or can be refreshed with the latest data.
Establish your goals and target market: Determine your objectives and target audience before reusing your material. Are you attempting to enhance engagement, get more leads, or connect with new customers? What material does your target audience prefer, and who are they?
Pick the most effective repurposing technique: Depending on your aims and target audience, the right strategy will help you achieve your objectives. Consider changing outdated content, packaging it differently for other platforms, repurposing it in new formats, or merging it with other content.
Create the right plan: After deciding on your content repurposing strategy, plan how you will use it. Choose which content to reuse, what format to utilize, and where to distribute it. Additionally, create a schedule and delegate tasks to team members.
Analyze your outcomes: Finally, monitor important indicators like website traffic, engagement, and conversions to assess the performance of your repurposing initiatives. Utilize this information to fine-tune your repurposing plan and make adjustments over time.
Any brand can develop a successful content repurposing strategy that enhances the impact of its current content and reaches new consumers by following these steps. Remember, creating great content that resonates with your target audience can be done quickly and affordably by repurposing existing content. What are you still holding out for? Look through your archives to identify what material you can reuse to help your brand achieve even greater success!