It takes a great deal of time to generate engaging content. It’s a shame to let this great effort go to waste once a piece of content is published. However, you can repurpose your content and extend its reach in order to appeal to a broader audience. Repurposing allows you to get more mileage out of your content. Repurposing your content should be part of your overall content marketing plan. It supports you to maximize each piece of content and the results you get from your efforts. So let’s take a look at different types of content and some repurposing tips and strategies.
One way to extend the mileage of your content is to make it “evergreen.” This means writing on topics that are not connected to a particular time. A few years down the road, this content will still be timely and relevant. Try to avoid writing too often about trends or current events that will be gone in the future. Don’t create too much content that talks about specific products, deals, software tools, and so on, which may not be used in the future.
There are naturally some times when you’ll want to write time-specific content. For example, it’s good to publish holiday-related content when the holidays are approaching. You can write about news or events in order to make your content relevant. But this particular content isn’t evergreen and is hard to repurpose, so it’s good to generally avoid topics that are too timely.
The first step in repurposing your content is to take stock of what you have. Dig all of your content out of your hard drive and have a look at it. You can take this old content and brush it up or repurpose it into a new format to make it more engaging.
Here is what you want to consider:
- What content is completely out-of-date and can’t be salvaged? (Fortunately, with Primal, this doesn’t really happen often.)
- What content needs to be edited or added to?
- What content can be kept as-is (in other words, it’s as relevant today as when you wrote it)?
- What topics you haven’t covered that you could cover now?
You should also review your past content publishing and look at which content performed the best. In other words, which content got the most engagement in terms of traffic, comments, shares, and so on. Take a good look at this content and ask yourself why it performed so well. Use this information to create new content. This high-performing content should be given first priority in repurposing. It worked before and it’s likely that it will work again.
Ways to Repurpose Content
There are three general ways to repurpose content: Rewriting, recombining and reformatting.
Rewriting means taking a piece of content you created and simply rewording it so that it’s original. This was a common method used in the days when massive article publishing led to good traffic from search engines, but simply rewriting content line-for-line is not so effective these days and doesn’t add new value. The search engines have become more sophisticated and they can tell when a new article is just a rewritten old one.
However, if you add new information and do some editing as you rewrite, you can produce something that’s truly original. You can update your old articles by adding new, more recent information. Also, instead of rewriting a piece line-by-line, you can reorganize it to make it more original.
Recombining means taking two or more different pieces of content and putting them together into one. You can do this and still produce a piece of content that’s focused and simple. For example, if you have three articles on state parks in southern Arizona, you can create one article that’s something like, “3 Great State Parks to Visit on Your Next Southern Arizona Trip.”
Along with recombining, you can also take an article apart and create multiple articles from its sections. If you have an article that teaches 10 tips for doing something, you can turn each of those tips into standalone articles. It’s all a matter of adding or removing details.
Finally, there’s reformatting. Reformatting means to take a piece of content that’s in one format and turn it into a piece of content in another format. For example, you can take an article and use it as a video script.
Some ways to reformat include:
- Using content to create the outline for a webinar
- Bundling old blog posts for your email marketing or “best of” round-up posts
- Turning blog posts, infographics or PDFs into Slideshare slides
- Turning old content into an eBook (make sure they all share a common theme)
- Creating a Pinterest board for your blog posts
- Taking facts or statistics from your articles and turn them into tweets
- Taking bits of content to use for a daily or weekly tip newsletter
- Turning content into a script or talking points for a podcast
- Summarizing the main points of a piece of content and make them into an infographic
- Using snippets from your content as social media posts
- Turning these snippets into visual content to share on social media (visual content is especially popular on social media)
You can essentially turn any type of content into any other type of content. Take old content that you have which is still relevant and useful for your audience, and see how many other formats you can transform it into.
As you move forward and begin your content planning and creating your strategy, make sure each piece of content has a plan. Decide how you’re going to use the content now, and what you can do with the content in the future. If you want help getting started with content planning, topic brainstorming, or you’re looking for someone to write (or polish) your existing content, give me a call. I’d love to help! You can schedule a free consultation HERE. Or send me a quick email at annette @ renegadenurse . com.
To your success!