Repurposing Content for Lead Generation
When it comes to marketing, time is of the essence. That being said, content takes time. You have to research, generate, and schedule in a way that will benefit your users, your business, and your search engine rankings – all while writing with well-utilized keywords and phrases.
Normally, you might start thinking about increasing your content stock when your site traffic starts to slow down. This fluctuation in traffic can come from how your audiences digest content, your industry, the continued relevance of your content, or how often you update your website.
Now, you could put all your resources toward generating new content day in and day out, but there are easier and more practical ways to keep your site refreshed for search engines and attracting new visitors. Revamping or repurposing older content is one way to do this.
Revamping vs. Repurposing: What's the difference?
Revamping and repurposing may sound synonymous, but the two are different in practice. Revamping content involves rewriting or refreshing the content with new, relevant keywords and phrases you’d like to rank for in search engines. Repurposing content means taking something you’ve already made and adjusting its format or content type to make it relevant to a new audience.
Repurposing content may or may not involve some revamping, but the main goal is to use already-made content in a new way. Ideally, this will help that content reach new audiences, boost your message, and improve your rankings for pertinent keywords in organic searches from your users.
Sometimes all that’s needed is a little refresh. However, it’s always smart (and best practice) to generate content with future repurposing in mind, whether that means writing something that will be versatile enough to be used for multiple content types or crafting “evergreen” blog posts that won’t become irrelevant over time for your business and industry at large. Remember, you are the expert on what sort of content your users are after. On the actual content and brainstorming side of things, we can help you get started.
So what’s the best way to choose which pieces of content to repurpose? You could start by taking a look at the individual metrics for each of your blog posts and see which have gotten the most views over time. If you’ve received any additional feedback from specific audiences you want to continue attracting to your site, you can also use that feedback to point you toward content you could repurpose.
5 Ways to Repurpose Your Content
You may be thinking that repurposing a blog post just means changing a few words here and there and using the refurbished content over again as a blog post. While you can absolutely make another blog post out of that refreshed content if you want to, you have plenty of other options if you want to break the cycle. Here are just five opportunities for repurposing content.
- Make a Marketing Booklet
Have a series of blog posts or smaller, more visual pieces that could be combined into a comprehensive booklet? You can use that series of posts to create a print piece to utilize as a takeaway or advertising tool for potential clients. We recently repurposed our series of Stocking Stuffer Stats you may have seen on our blog and Instagram feed into a digital marketing pocket guide we made available by request to our clients.
- Write an eBook
Some users prefer to read and digest one large chunk of information at once as opposed to keeping up with a series of blog posts. If you have a blog series you can combine and use as a foundation for a longer piece, consider repurposing all that content into an eBook to either sell or provide free to your clients and others in your industry.
- Record a Podcast
If you work in an industry or on social platforms where an auditory format may suit users you’d like to target, try creating a podcast. If the work it takes to create a podcast seems out of scope or your business doesn’t have the equipment to make it a reality, you can reach out and see if a local, established podcast creator would be willing to feature your business and the topics you’d be interested in discussing.
- Create an Infographic
The visual learners among the audiences you’re trying to target may be more likely to turn their attention to an infographic. It may contain the same highlights as the blog posts you’re repurposing, but having that added visual styling will be a good way to pull in users who may not have taken time to read a more text-heavy blog post. It’ll be a fun piece to share on social media, too!
- Run a Social Media Campaign
You don’t always have to go bigger when repurposing a bunch of blog posts. In fact, if you’ve got posts that run sort of like this one (in a more list-like format) or have particular highlights you can easily craft into statements or pull directly from the copy, you can make a number of smaller, bite-size social media posts from each blog entry.
If you opt to do this, it may help to include an engaging visual and some good keywords or hashtags with your new social posts. Linking the new social media snippets to the larger blog post they come from will also help bring some of your social media traffic over to your website.
Something good to remember as you’re deciding how to repurpose your content is that you’re trying to engage new audiences with the refurbished versions. When you’re doing the repurposing grunt work, so to speak, try to choose a learning style to base it on that’s different than that of the original content. If you originally made a blog post that was more text-heavy and suited for people who really like to read, try crafting that post into an infographic for more visual learners this time or a podcast for people who like an auditory approach.
The main thing to remember is that you have options. Just because you wrote something one way and posted it doesn’t mean it’s served all its possible purposes and can never be reinvented or made relevant again. You just have more of a foundation to build on with repurposed content pieces rather than starting from scratch every time.