What are the benefits of repurposing content and how to do it

As a writer just starting out, I remember the inner turmoil associated with imposter syndrome. My inner self wrestled with self-validation issues. Did I deserve to be writing alongside others of far-greater knowledge than myself? Was I truly qualified to even be writing at all? This issue became further compounded when I began to realize that I wouldn’t get by for very long without repurposing content. Didn’t this actually now make me an imposter? Because what writer worth her salt doesn’t publish only fresh topics and striking new ideas??

It didn’t take me long to realize that I would quickly be usurped by others if I didn’t repurpose my content. It was physically impossible for me to generate ideas and produce content at a rate that kept pace with digital consumption. Repurposing didn’t make me an imposter–it made me a survivor. And once I truly understood what repurposing content really meant, I realized it was simply a smart way to get in front of those who I may not otherwise reach.?

If you hail from the era of paper-only publishing, you might make the argument that true writers didn’t repurpose content. To this, I’d have to provide an argument to the contrary. Those writers also repurposed content every time they did a book reading, discussed their book research at a lecture or conference, or gave tips about their creative process. We all repurpose content. The only difference is that now, the pace is heightened and writers won’t survive at all without repurposing their content.

What does it really mean to repurpose content?

Unlike my (mostly former) imposter-syndrome-ridden self, good writers actually do frequently repurpose content. It allows writers to keep pace with the nearly whiplash-inducing pace of digital consumption, while also broadening their audience reach across different platforms. Repurposing content involves using the same material but modifying it into different formats to accommodate the structure of different platforms and audiences.?

What are the benefits of repurposing content?

Repurposing content in the digital age is an absolute must. But think of it this way, your content covers more ground. Think of it as a writing tour that takes place virtually. Rather than traveling from city to city, you get to sit in the comfort of your favorite office chair and reach new people.?

Increased reach and audience

• Multiple platforms: Repurposing allows writers to tailor their content for different platforms (e.g., blogs, social media, podcasts, videos), thereby reaching a broader audience. Are you an Insta-scroller or a LinkedIn lover? Everyone has a favorite and you can use that to your advantage.?
• Increased visibility: Presenting the same content in different formats increases engagement. Got a visual learner? Go infographic. Someone who prefers audio? Try a podcast. You get the picture.?

Time and effort efficiency

• Maximized content use:?Time is money, as they say.?Whether that’s your ultimate goal or not, you still want to get the most mileage out of any pair of shoes. Repurposing does exactly that.
• Consistent posting: Ever gotten that lecture on staying fresh and top of mind? Repurposing helps maintain a consistent publishing schedule, keeping the audience engaged without overwhelming yourself with constant content creation.

Content longevity and relevance

• Evergreen content: Like those lovely deciduous trees, evergreen content stays relevant over time, experiencing a long life span of glorious page rankings. This would be any content where the information doesn’t frequently change, such as Hubspot’s?How to Start a Blog?guide.?
• Updated information: Opposite to its evergreen counterpart, older information can be spruced up (get it?) to be applied to current situations and trends. This?article from Semrush?is an example of updated content where new platforms, tools, and strategies are added as they become relevant.

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