A Guide to Repurposing your content

1. What is content repurposing?

2. Why should we focus on repurposing our content?

3. How is repurposing old content better than creating new content?

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Lately, I have received a large amount of queries on Content Creation and Content Curation. Thank you all for reaching out to me with all your questions and doubts. I will surely try to cover up relevant topics to answer the queries. The most frequently asked query has been about Repurposing your content. Let us go through the basics of Repurposing content.

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Introduction

Post pandemic, digitalization has become the new normal. Every little thing has turned “Automated”. The audience has become smarter than ever and content is not just the king anymore but it is the entire kingdom.

There is immense pressure to deliver high-quality content for the audience on numerous channels and social media platforms. Creating new content every single time isn’t easy. Good content requires a lot of time and effort. Repurposing your content is a savior in such grinding times.

Repurposing Content is the practice of expanding the already existing content’s reach by reusing elements of that content in a twisted yet impactful manner. Repurposed content is generally converted into a new format. Content repurposing is also known as “Content Recycling”. Repurposing content involves adding to or revising your old content to add more value. The main idea behind repurposing content is to provide it a new life by taking something you’ve already created and putting a new spin on it giving it a meaningful element.

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Repurposing content in simple words means taking one piece of content and reusing it somewhere else in a way that it creates equal impact. As easy as it sounds in theory, the execution can be tedious and tricky.The best way to repurpose content is to slice and dice it into different formats.

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To make it even clearer, here is a list of what?is Not repurposed content:

1. Re-sharing an old piece of content on social media with a new description
2. Taking multiple articles and merging them together to create a blog
3. Taking an e-book and simply changing all headings
4. Taking a Facebook post and pushing it out on other social media platforms
5. Taking an article and just adding your name or brand logo to it

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Here's a list of what is repurposed content:

1. Taking an existing article and applying it to a different?and new target audience?in light of recent trends and updates
2. Taking an old piece of content and separating the singles from the stream that are still relevant to share on social media platforms and website
3. Taking a piece of content and turning the facts and statistics into an easy to understand infographics
4. Taking a Facebook post and recreating it specifically for each social media platform as per requirement

Why bother to repurpose your content?

1.????Helps save time

Creating new content is a time-taking process. Most businesses simply don’t have the time to produce new and engaging content on a daily basis.In fact, it is a struggle to even get one piece of engaging content once a week, sometimes once a month too.Content repurposing can help you create a long lasting impression on your audience by making the most of the content that already exists on your website and adapting it to suit a new format and reach. Repurposing saves time because you do not need to create a new blog, write every post, shoot every video and design every infographic from scratch.If you’re spending as long repurposing content as you are creating new content,?then you're definitely doing something wrong!

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2.????Increases reach of audience

When you post new content, the traffic on your post gets stagnant after a point of time. As the post starts getting older it tends to stop its reach to new audience no matter how interesting the content is. Repurposing your content allows you to increase the reach of people you missed the first time around.?Repurposing allows your content to get in front of a completely new audience.When you repurpose your content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it.

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3.????Updated data for your audience

Repurposing your content allows you to give the content a more recent updated record. We all know that trends keep on changing at flash speed. Today’s updates turns into yesterday’s news real quick. You can get your audience well versed with what is on-going and how they can upgrade to recent trends in no time with the help of content repurposing.

4.????It can tease people into visiting your website

A primary objective of social media marketing is to get people to click-through to your website, but it can prove difficult to do that, which might lead you into being overly promotional with your social media. With repurposed content, you can tease people into visiting your website by showing them a snippet of what they expect to? content ensures that users who missed your epic blog post the first time around have a chance of seeing it for round two. It’s a second chance at content promotion.

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5.?????Your old content still holds value

You work super hard and put a ton of efforts in creating relevant and engaging content for your audience. Over time it’s heart breaking to see your quality content fester because there is no traffic on your post and nobody is coming to see it. Repurposing your content helps to make the most of your efforts. Repurposing your content that still holds value and relevance for your audience can give it a new lease of life, thus providing value to the efforts you’ve put in creating the content.

What should you keep in mind while repurposing content?

There are no specific rules to repurpose your content but make sure you keep the following things in mind while repurposing your content:

1.??????Change the format of the content

2.??????Republishing your content on different social media is not the same as repurposing your content

3.??????Keep in mind a larger reach of audience

4.??????Update your content as per current climate

5.??????Focus on a specific topic from the content and elaborate on it

6.??????Break down the main points of your content and jot them down. Ask yourself, “What are the main takeaways I want my audience to fetch from reading this article?”

7.??????Ensure that content repurposing helps you end up save your time

8.??????Make sure your content is short. Lengthy articles only help in losing the audience engagement

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IF YOU WANT A CHECKLIST FOR CONTENT CREATION; PLEASE MAIL YOUR REQUEST TO ME

Hope this article has helped you gain better knowledge about repurposing your content. For any queries, feel free to connect with me on [email protected] .

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Cheers,

Jagmohan Rishi Singh

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