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What is your process for optimizing repurposed content?

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Repurposing content is a smart way to save time, reach new audiences, and boost your SEO. But it's not enough to just reuse your old content in a different format. You need to optimize it for each platform and purpose. In this article, you'll learn a simple process for optimizing repurposed content that will help you create engaging and relevant content for your audience.

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1 Identify your goals

Before you start repurposing your content, you need to have a clear idea of what you want to achieve. Do you want to increase traffic, conversions, engagement, or awareness? Do you want to target a different segment, niche, or stage of the buyer's journey? Do you want to update your content with new information, insights, or trends? Having a specific goal will help you choose the best content to repurpose and the best format to use.

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Ebubechukwu Chiejine

Digital Marketing Expert with Proficiency in Microsoft Packages, SEO, and Creative Content Creation
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Before repurposing content its best to define your goal; Increase Traffic: Convert articles into blog posts, data into presentations. Share on relevant platforms for more visitors. Boost Conversions: Turn guides into checklists, testimonials into case studies. Repurpose webinars for actionable resources like eBooks. Enhance Engagement: Create interactive quizzes from posts, share short video clips, compile user content for social media. Raise Awareness: Condense reports into slideshares, transform posts into videos. Craft infographics with shareable stats. Update with Insights: Revive content with new data, case studies. Show commitment to staying current. Repurposing isn't just recycling, but delivering value effectively.

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2 Analyze your content

Once you have a goal, you need to analyze your existing content and find the best candidates for repurposing. You can use tools like Google Analytics, SEMrush, or BuzzSumo to see which content performs well, generates traffic, or gets social shares. You can also look for evergreen content, pillar content, or content gaps that you can fill with repurposed content. The key is to find content that is relevant, valuable, and adaptable to your goal.

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Yasaswini S.

Long-form Content | Medtech | UC Berkeley |
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In general, every piece of long form content can be repurposed into multiple formats. For instance, a 1500-word blog post might not be performing well. That same blog post might perform much better if it is a link from a pinned comment of a YouTube shorts video. The video is a nugget that captures attention quickly enough to make people interested in investing in written content.

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3 Choose your format

The next step is to choose the right format for your repurposed content. Depending on your goal and audience, you can repurpose your content into different formats, such as blog posts, videos, podcasts, infographics, ebooks, webinars, or social media posts. You can also mix and match different formats to create a content series or a content hub. The format should match the platform, the purpose, and the preference of your audience.

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4 Optimize your content

The final step is to optimize your content for each format and platform. This means that you need to adapt your content to the style, tone, length, and keywords of each format and platform. You also need to add value to your content by updating it with new information, adding visuals, improving readability, or adding a call to action. You can use tools like Yoast, Grammarly, or Canva to help you optimize your content.

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5 Track and measure your results

To see if your repurposed content is effective, you need to track and measure your results. You can use tools like Google Analytics, Google Search Console, or social media analytics to see how your repurposed content performs in terms of traffic, rankings, engagement, conversions, or reach. You can also compare your repurposed content with your original content and see if there are any improvements or gaps. Based on your results, you can tweak your content or try a different format or platform.

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6 Repeat and refine your process

Repurposing content is not a one-time activity. It's an ongoing process that requires constant testing, learning, and improving. You should regularly review your content and look for new opportunities to repurpose it. You should also experiment with different formats, platforms, and strategies to see what works best for your audience and your goals. By repeating and refining your process, you can optimize your repurposed content and get the most out of your content marketing efforts.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What is your process for optimizing repurposed content?

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1 Identify your goals

2 Analyze your content

3 Choose your format

4 Optimize your content

5 Track and measure your results

6 Repeat and refine your process

7 Here’s what else to consider

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