A Helpful Guide to Reusing and Repurposing Content

Are you getting enough of a return out of your content?

1. You have invested a lot of time and effort into producing content. Are you getting enough out of it? Learn how to repurpose and reuse your content effectively with this helpful guide.

2. Reusing content can be resurfacing the content to help it reach a wider audience. Repurposing content might mean adding, removing, editing, and revisiting your content to add more value.

3. With effective content reuse, recycle, and repurpose strategy, you are not building from scratch each time. This helps with efficiency in the content production process. Did your content get the reach or engagement you were hoping for the first time?

4. You can repurpose with an eye on reaching a new or broader audience. Re-working a piece of content with this in mind can have a dramatic effect on the new engagement of the same or amended content.

5. Consider how a thoughtful repurpose of the original content can impact SEO and the ability for the content to be found. This can add longevity to the content and greatly increase the content return on investment.

6. Resurfacing content in a new way can help to remind people of the information. If it is simply resurfaced in exactly the same way, people will skim or ignore it as they have already seen it. This happens in milliseconds! Getting or regaining attention on a topic is key.

7. You can achieve new goals and objectives with the original content if you spend a little time repurposing it. Your original content can be significantly transformed with often minimal changes or updates. Increasing the appeal and value to the intended audience.

8. Consider how fast the content dates from the original production. If the content can be more 'evergreen' from the outset rather than seasonal or in the moment, the easier it may be to reuse or repurpose it in the future.

9. Think 'snackable.' We all have a limited amount of time. You can produce a medium or long-form piece of content. However, consider how you make this into smaller bite-size pieces (snackable content.) This can help with the reuse and resurfacing of the content.

10. You can realign snackable, bite-size content with a new audience and still use this to help direct people back to a medium or longer-form content piece that goes into more detail. Think of this like a well-executed and engaging movie trailer.

11. Change the medium. Turn blogs and articles into graphics, short videos, and audio clips. Turn these types of assets into blogs and articles! You can leverage the original content significantly by simply changing the medium.

12. A new headline helps to repurpose the original content. In addition to adjusting the content, don't serve up the same thing to the same people! Consider a more 'The Ultimate Guide to...' or 'The Top ABC Trends' headline style approach. Resonate with the intended audience.

13. Build and engage in communities. Having other people share and interact with your content helps! When you recycle content, try to refrain from simply recycling it. Think strategically about recycling content and ask the question, "how can we add value for this audience?"

14. Remember small changes can have a big impact. Consider the research and study behind a website button. The color, shape, size, font, positioning. Apply the same attention to detail to your content. How can you repurpose the original content to make it more engaging?

15. Think about the channels and locations where your content lives. You have your preferences of social media tools, websites, and platforms, where you consume or interact with content. Run some recycled, repurposed content on new channels where your audience lives!

16. Don’t start from scratch every time! Think about past content. How many videos, images, articles, and blogs have you produced? Did you really leverage the content? Can it benefit from a few small changes? Can it really deliver with some upcycling of the content?

17. Good books get updated and reprinted. Films and stories of the same premise get retold and updated. Some become classics. Is your content a classic, will people return to it time and time again? Will new people discover, share and enjoy it?

18. Do you revisit how your content is shared? When did you last audit your content? Is your content aligned with your goals? Upgrade your content strategy. Content reuse and repurposing is one element of an overall content plan.

19. How can you deliver the content into the hearts and minds of more people? You don’t always have to create new content. Leveraging content you have already have can deliver real tangible results.

20. If people don't understand it, they won't buy it. This applies to products, services, advice, text, video, adverts, and more! Help your intended audience understand your content. Repurpose the content so that it 'lands' with your targetted audience in mind.

21. Share value! Avoid covering a topic once and then letting it disappear. Repurpose and reuse your articles to deliver consistently your intended message and desired outcomes for your audience. High-value, content can help to restate your messages and drive engagement.

22. Use the three formats. 1. The written word, 2. audio, and 3. video. How can you take the same content and apply it to these three formats?

23. People return to the authors and content producers they like. Consistency in publishing can be a factor. Building trust, being authentic, and sharing value in repurposed content, can make you really stand out!

24. Update your content. Once you update and repurpose content in addition to producing new content, your engagement and return on content investment will increase!

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