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How do you repurpose existing content to extend its reach and value?

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You spend a lot of time and effort creating valuable content for your audience. But what happens after you publish it? Do you just let it sit on your website or social media, hoping that it will attract more visitors and leads? Or do you leverage it to generate more traffic, engagement, and conversions?

Repurposing and updating your existing content is a smart way to extend its reach and value. It can help you reach new audiences, boost your SEO, reinforce your authority, and save you time and resources. In this article, you'll learn how to repurpose and update your existing content in four simple steps.

本文章的要点总结

Cornerstone/Cobblestone strategy:

Break down larger content into smaller, digestible pieces. For example, take a research study and slice it into social media posts, blog entries, or infographics to maximize exposure with what you already have.
Match content to platform:

Tailor your repurposed content to fit the audience’s preferences on each platform. Transform a blog post into a podcast for on-the-go listeners or enrich it with more details for those who prefer in-depth learning.

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1 Identify your best-performing content

The first step is to find out which pieces of content are already performing well for your goals. You can use tools like Google Analytics, social media insights, email marketing reports, and content marketing platforms to measure metrics like views, shares, clicks, leads, and conversions. Look for content that has high engagement, relevance, and evergreen potential. These are the candidates for repurposing and updating.

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Kym McNicholas

Co-Founder/CEO @ The Way To My Heart Inc. | Healthcare Education
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Sometimes content that might perform well may have been posted at the wrong time and hardly get attention. Timing is so important. Don't be afraid to put a new topper on what you might consider good content and post it again when the time is right. For example, I wrote a powerful piece on "The Truth About Amputations." At the time I wrote it, while it was important to me, it wasn't relevant to the audience with whom I was trying to reach. But recently after a news item broke in the mainstream media about doctors and physicians allegedly profiting from amputations, my story suddenly became relevant and brings an important perspective in which my select audience is ready to hear now. So, playing on news is a great way to repurpose content.

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Vibha Soni

Digital Writing Coach - Empowering Writers Through Self-Discovery and Expert Guidance To Land Their Dream Jobs | Content Creator| Mentor | Author | Public Speaker | LinkedIn Top Voice
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We have to utilize repurpose feature to reach content visibility. I often use it. Try these One Article -> Social Media Posts -> Create carousels or infographics from the outline of the article -> Create threads Or do opposite -> Create an article from one infographic or carousels or social media post -> Creat newsletters Collect various articles and create templates or mini ebooks We have various options to repurpose, just follow simplicity and clarity while repurposing. Publish every content on various channels.

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2 Choose the right format and channel

When deciding how to repurpose and update your content for different formats and channels, you can use various strategies. For instance, you could turn a blog post into a video, podcast, infographic, ebook, or webinar. Additionally, you can break down long-form content into shorter pieces and combine several related pieces of content into a comprehensive guide. Furthermore, creating a content upgrade such as a checklist, template, or worksheet to offer as a lead magnet is another option. Lastly, updating your content with new data, examples, tips, or trends can help keep it fresh and relevant. Ultimately, the key is to match the format and channel to your audience's preferences, needs, and behaviors. For example, if your audience likes to consume content on the go you may want to repurpose your blog post into a podcast or video. On the other hand, if your audience likes to learn in-depth then updating your blog post with more details and resources may be the best choice.

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Kahini Calcuttawalla

Writer | Editor | Brand journalist | Culture, food, lifestyle
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One consideration is that you might have different audience needs on different platforms, or even for different media formats. To effectively repurpose content, you'll first have to identify formats that work for that specific medium.

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RACHEL SIMON

I help B2B companies close more business by harnessing the power of LinkedIn?? | LinkedIn?? Trainer and Profile Expert (100+ written) | Co-Host of Sandy Springs Business Radio | ?? Swiftie
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An example I share often is how I took a year's worth of LinkedIn content and used those posts to create an email strategy. I chose 20+ posts that felt like they could be used as the lead story in my bi-monthly email campaigns and basically had a year's worth of content without having to create anything new. And the direction can be reversed if you have a dynamic email strategy and are looking to get more active on social platforms, like LinkedIn. What can you use that just needs small adjustments?

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3 Optimize your content for SEO and CRO

The third step is to optimize your repurposed and updated content for search engine optimization (SEO) and conversion rate optimization (CRO). This means making sure that your content is easy to find, relevant, and persuasive for your target keywords and audience. To do this, you can conduct keyword research and strategically use them in your titles, headings, meta tags, URLs, and content. Additionally, you should add internal and external links to boost your authority and credibility, as well as use clear and compelling calls to action (CTAs) to guide your audience to the next step. Furthermore, adding images, videos, or other multimedia elements can help enhance the appeal and retention of your content. Finally, you can test and tweak its performance and conversion rates using tools like Google Optimize, Hotjar, or Unbounce. Optimizing your content for SEO and CRO can help you rank higher on search engines, drive more organic traffic, and increase your conversions.

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4 Promote your content across multiple channels

The final step is to promote your repurposed and updated content across multiple channels. You can share it on social media platforms, send it to your email list, pitch it to relevant influencers, republish it on other platforms, or use paid advertising to boost its visibility and reach. This will help you reach a larger audience, generate leads, and build brand awareness. Repurposing and updating existing content is not only an efficient way to save time and money but also a great way to maximize the potential of your content. By following these four steps, you can create more value for both your audience and your business.

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5 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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Deirdre Breakenridge

PR & Marketing Strategist ?? Speaker Coach ?? Communications and Body Language Trainer ?? Life Coaching ?? Certified CBT Instructor
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For companies that don't have large content marketing budgets, they can focus on the Cornerstone / Cobblestone approach to content. You can take a larger initiative, for example, a research study, and then carve it up into smaller pieces or the Cobblestones. These pieces can be in the form of news releases, posts for social media, white paper papers, infographics, media pitches, blog posts, expert videos, etc. With this approach you're sharing your thought leadership through different channels and getting greater exposure, as you maximize your resources.

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How do you repurpose existing content to extend its reach and value?

1

2

3

4

5

1 Identify your best-performing content

2 Choose the right format and channel

3 Optimize your content for SEO and CRO

4 Promote your content across multiple channels

5 Here’s what else to consider

Content Development

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How do you repurpose existing content to extend its reach and value?

1

2

3

4

5

1 Identify your best-performing content

2 Choose the right format and channel

3 Optimize your content for SEO and CRO

4 Promote your content across multiple channels

5 Here’s what else to consider

Content Development

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感谢您的反馈

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